Ứng dụng mô hình cấu trúc tuyến tính phân tích các yếu tố ảnh hưởng đến sự hài lòng khách hàng tại các ngân hàng thương mại tỉnh QUẢNG NAM
Nội dung chính của bài viết
Tóm tắt
Nâng cao sự hài lòng khách hàng được cho là giải pháp giúp phát triển các hoạt động kinh doanh dịch vụ, trong đó có dịch vụ ngân hàng. Vì thế, nghiên cứu này nhằm mục đích nhận diện và đo lường các nhân tố tác động đến sự hài lòng khách hàng tại các ngân hàng thương mại ở Việt Nam. Để đạt được mục tiêu nghiên cứu, tác giả tiến hành khảo sát 461 khách hàng đã và đang giao dịch tại các ngân hàng thương mại và sử dụng mô hình cấu trúc tuyến tính (SEM) để kiểm định các giả thuyết nghiên cứu. Kết quả nghiên cứu cho thấy có bốn nhân tố tác động đến sự hài lòng khách hàng gồm: năng lực đáp ứng, cơ sở vật chất, giá dịch vụ, và bảo mật thông tin khách hàng. Dựa vào kết quả nghiên cứu, tác giả đề xuất một số hàm ý quản trị nhằm nâng cao sự hài lòng khách hàng. Bên cạnh các kết quả đạt được, nghiên cứu này còn một số hạn chế về phương pháp chọn mẫu, nên cần các nghiên cứu khác bổ sung.
Chi tiết bài viết
Từ khóa
Sự hài lòng khách hàng, SEM, Ngân hàng thương mạii, Mô hình cấu trúc tuyến tính
Tài liệu tham khảo
Lê Thị Thanh Giang. (2016). Các yếu tố ảnh hưởng đến sự hài lòng khách hàng về chất lượng dịch vụ tín dụng cá nhân tại ngân hàng Techcombank Cần Thơ. Đại học Tây Đô, Retrieved from http://115.74.210.103:81/tailieuso/handle/123456789/185.
Trần Dục Thức và Phạm Thị Lan Hương. (2017). Các yếu tố tác động đến sự hài lòng của khách hàng đối với dịch vụ thẻ ATM tại Ngân hàng TMCP Ngoại thương Việt Nam. (Master), Trường Đại học Bà Rịa-Vũng Tàu. Viện Du lịch-Quản lý-Kinh doanh, Hà Nội.
Trần Thu Hằng. (2017). Báo cáo ngành ngân hàng 2017. Retrieved from https://vcbs.com.vn/vn/ Communication/GetReport?reportId=4824.
Trần Trọng Khuê và Lê Thúy Kiều. (2017). Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng về chất lượng dịch vụ ngân hàng bán lẻ tại ngân hàng TMCP Đầu tư và Phát triển Việt Nam–Chi nhánh Phú Mỹ. Trường Đại học Bà Rịa-Vũng Tàu. Viện Du lịch-Quản lý-Kinh doanh, Retrieved from http:// thuvienso.bvu.edu.vn/handle/TVDHBRVT/16208
Adeel, A., Ali, R., & Pengcheng, Z. (2018). Network centrality and individual creativity: A mediated moderation of knowledge integration with network cost. Pakistan Journal of Commerce and Social Sciences (PJCSS), 12(3), 983-1007.
Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International journal of bank marketing, 34(3), 280-306.
Anouze, A. (2019). Customer satisfaction and its measurement in Islamic banking sector: a revisit and update. Journal of Islamic Marketing, 10(2), 565-588. Retrieved from https://doi.org/10.1108/JIMA-07-2017-0080.
Belás, J., Chochoľáková, A., & Gabčová, L. (2015). Satisfaction and loyalty of banking customers: a gender approach. Economics and Sociology, 8(1), 176-188.
Belás, J., Korauš, M., Kombo, F., & Korauš, A. (2016). Electronic banking security and customer satisfaction in commercial banks. Journal of security and sustainability issues, 5(3), 411-422.
Bhat, S. A., Darzi, M. A., & Parrey, S. H. (2018). Antecedents of Customer Loyalty in Banking Sector: A Mediational Study. Vikalpa, 43(2), 92-105. doi:https://doi.org/10.1177%2F0256090918774697
Chatfield, C. (2018). Introduction to multivariate analysis: Routledge.
Colm, L., Ordanini, A., & Parasuraman, A. (2017). When service customers do not consume in isolation: A typology of customer copresence influence modes (CCIMs). Journal of Service Research, 20(3), 223-239.
Darzi Mushtaq, A. (2018). Personnel capability and customer satisfaction as predictors of customer retention in the banking sector: A mediated-moderation study. International journal of bank marketing, 36(4), 663-679. Retrieved from https://doi.org/10.1108/IJBM-04-2017-0074.
Dsouza, R. S., Subhash, K. B., Chen, R. F.,, & Weiermair, K. (2018). Service quality and customer satisfaction: An empirical analysis of banking sector in Goa. International Journal of Banking, Risk and Insurance, 6(2), 1-22.
Fabrigar, L. R., & Wegener, D. T. (2011). Exploratory factor analysis: Oxford University Press.
Firdous, S., & Farooqi, R. (2017). Impact of internet banking service quality on customer satisfaction. The Journal of Internet Banking and Commerce, 22(1), 1-17.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). In: Upper Saddle River, NJ: Pearson Prentice Hall.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage Publications.
Hammoud, J., Bizri, R. M., & El Baba, I. (2018). The Impact of E-Banking Service Quality on Customer Satisfaction: Evidence From the Lebanese Banking Sector. SAGE Open, 8(3). doi:https://doi. org/10.1177%2F2158244018790633
Hill, N., & Alexander, J. (2017). The handbook of customer satisfaction and loyalty measurement: Routledge.
Hjortskov, M. (2019). Citizen expectations and satisfaction over time: Findings from a large sample panel survey of public school parents in Denmark. The American Review of Public Administration, 49(3), 353-371.
Hult, G. T. M., Morgeson, F. V., Morgan, N. A., Mithas, S., & Fornell, C. (2017). Do managers know what their customers think and why? Journal of the Academy of Marketing Science, 45(1), 37-54.
Jalali, M. S., Ferreira, F. A. F., Ferreira, J. J. M., & Meidutė, I. (2016). Integrating metacognitive and psychometric decision-making approaches for bank customer loyalty measurement. International Journal of Information Technology & Decision Making, 15(04), 815-837.
Janahi, M. A., & Al Mubarak, M. M. S. (2017). The impact of customer service quality on customer satisfaction in Islamic banking. Journal of Islamic Marketing, 8(4), 595-604. doi:https://doi.org/10.1108/JIMA-07-2015-0049
Koraus, A., Stefko, R., & Dobrovic, J. (2016). Decision-making satisfaction and behaviour of bank customers: Survey results analysis. Aktual’ni Problemy Ekonomiky (Actual Problems in Economics), 5(186), 291-301.
Larivière, B., Keiningham, T. L., Aksoy, L., Yalçin, A., Morgeson III, F. V., & Mithas, S. (2016). Modeling heterogeneity in the satisfaction, loyalty intention, and shareholder value linkage: a cross-industry analysis at the customer and firm levels. Journal of Marketing Research, 53(1), 91-109.
Ling, G. M., Fern, Y. S., Boon, L. K., & Huat, T. S. (2016a). Understanding customer satisfaction of internet banking: A case study in Malacca. Procedia Economics and Finance, 37, 80-85.
Ling, G. M., Fern, Y. S., Boon, L. K., & Huat, T. S. (2016b). Understanding customer satisfaction of internet banking: A case study in Malacca. Procedia Economics and Finance, 37(4), 80-85.
Lone, F. A., Aldawood, E., & Bhat, U. (2017). Comparative Analysis of Customer Satisfaction towards Islamic and Conventional Banking: An Empirical Study from Saudi Arabia. 7(1), 273-280. doi:https:// ssrn.com/abstract=2918680
Mohan, M. R., John, S. F., Bhati, A., Bansal, A., Ashok, B., Kumar, N., & AN, J. (2016). E-Banking Services and Customer Satisfaction in Dindugal District-An Empirical Study. Journal of Exclusive Management Science, 5(1), 1-5.
Newlin, T., McCall, T., Ottmar, P., Welch, B., & Khairat, S. (2018). Assessing the Satisfaction of Citizens Using Teleconsent in Clinical Research. Studies in health technology and informatics, 247, 685-689.
Ong, K. S., Nguyen, B., & Syed Alwi, S. F. (2017). Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry. International journal of bank marketing, 35(3), 370-390.
Pérez, A., & Del Bosque, I. R. (2015). Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company. Journal of Services Marketing, 29(1), 15-25.
Rajagopal, K., & Mahajan, V. (2019). Service Quality Gap Analysis in the Indian Banking Sector-“A Customer Perspective Review.”. International Journal of Human Resource Management and Research (IJHRMR), 9(3), 1-8.
Raza, S. A., Jawaid, S. T., & Hassan, A. (2015). Internet banking and customer satisfaction in Pakistan.
Qualitative Research in Financial Markets, 7(1), 24-36.
Saleem, M. A., Zahra, S., Ahmad, R., & Ismail, H. (2016). Predictors of customer loyalty in the Pakistani banking industry: a moderated-mediation study. International journal of bank marketing, 34(3), 411-430.
Sayani, H. (2015). Customer satisfaction and loyalty in the United Arab Emirates banking industry. International journal of bank marketing, 33(3), 351-375.
Shahrinaz, I., Kasuma, J., Naim, A. S. A., Rahim, E. A., Arabi, A., Ismawi, N., & Rosli, R. (2017). Determinant of customers’ preference in selecting Islamic banks. International Journal of Advanced and Applied Sciences, 4(3), 117-121.
Silverman, B. W. (2018). Density estimation for statistics and data analysis: Routledge.
Singhal, N., Bala, K., & Sarawgi, S. (2018). An empirical study of employee engagement and customer satisfaction in banking sector. Journal of Business Thought, 8(2), 24-41. Retrieved from http:// informaticsjournals.com/index.php/jbt/article/view/21198.
Tadic, D., Aleksic, A., Mimovic, P., Puskaric, H., & Misita, M. (2018). A model for evaluation of customer satisfaction with banking service quality in an uncertain environment. Total Quality Management & Business Excellence, 29(11-12), 1342-1361. doi:https://doi.org/10.1080/14783363.2016.1257905 Varmuza, K. (2018). Methods for Multivariate Data Analysis (Vol. 399). Canada: Wiley Publishing.
Yang, Y. (2018). Is transparency a double-edged sword in citizen satisfaction with public service? Evidence from China’s public healthcare. Journal of Service Theory and Practice, 28(4), 484-506.
Yen, Y. Y., Hui, D. G. M., Jais, M., & Rasiah, D. A. (2018). Determinants of Customer Loyalty in Banking Industry. Advanced Science Letters, 24(5), 3026-3030. doi:https://doi.org/10.1166/asl.2018.11312.
Yilmaz, V., Ari, E., & Gürbüz, H. (2018). Investigating the relationship between service quality dimensions, customer satisfaction and loyalty in Turkish banking sector: an application of structural equation model. International journal of bank marketing, 36(3), 423-440.
Youssef, M. A., Anadol, Y., & Zahrani, A. A. (2017). Modelling customer’s intention to use e-banking in Saudi Arabia: an empirical study. International Journal of Business Innovation and Research, 14(2), 239-258.
Zerva, A., Tsantopoulos, G., Grigoroudis, E., & Arabatzis, G. (2018). Perceived citizens’ satisfaction with climate change stakeholders using a multicriteria decision analysis approach. Environmental Science & Policy, 82, 60-70.
Trần Dục Thức và Phạm Thị Lan Hương. (2017). Các yếu tố tác động đến sự hài lòng của khách hàng đối với dịch vụ thẻ ATM tại Ngân hàng TMCP Ngoại thương Việt Nam. (Master), Trường Đại học Bà Rịa-Vũng Tàu. Viện Du lịch-Quản lý-Kinh doanh, Hà Nội.
Trần Thu Hằng. (2017). Báo cáo ngành ngân hàng 2017. Retrieved from https://vcbs.com.vn/vn/ Communication/GetReport?reportId=4824.
Trần Trọng Khuê và Lê Thúy Kiều. (2017). Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng về chất lượng dịch vụ ngân hàng bán lẻ tại ngân hàng TMCP Đầu tư và Phát triển Việt Nam–Chi nhánh Phú Mỹ. Trường Đại học Bà Rịa-Vũng Tàu. Viện Du lịch-Quản lý-Kinh doanh, Retrieved from http:// thuvienso.bvu.edu.vn/handle/TVDHBRVT/16208
Adeel, A., Ali, R., & Pengcheng, Z. (2018). Network centrality and individual creativity: A mediated moderation of knowledge integration with network cost. Pakistan Journal of Commerce and Social Sciences (PJCSS), 12(3), 983-1007.
Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. International journal of bank marketing, 34(3), 280-306.
Anouze, A. (2019). Customer satisfaction and its measurement in Islamic banking sector: a revisit and update. Journal of Islamic Marketing, 10(2), 565-588. Retrieved from https://doi.org/10.1108/JIMA-07-2017-0080.
Belás, J., Chochoľáková, A., & Gabčová, L. (2015). Satisfaction and loyalty of banking customers: a gender approach. Economics and Sociology, 8(1), 176-188.
Belás, J., Korauš, M., Kombo, F., & Korauš, A. (2016). Electronic banking security and customer satisfaction in commercial banks. Journal of security and sustainability issues, 5(3), 411-422.
Bhat, S. A., Darzi, M. A., & Parrey, S. H. (2018). Antecedents of Customer Loyalty in Banking Sector: A Mediational Study. Vikalpa, 43(2), 92-105. doi:https://doi.org/10.1177%2F0256090918774697
Chatfield, C. (2018). Introduction to multivariate analysis: Routledge.
Colm, L., Ordanini, A., & Parasuraman, A. (2017). When service customers do not consume in isolation: A typology of customer copresence influence modes (CCIMs). Journal of Service Research, 20(3), 223-239.
Darzi Mushtaq, A. (2018). Personnel capability and customer satisfaction as predictors of customer retention in the banking sector: A mediated-moderation study. International journal of bank marketing, 36(4), 663-679. Retrieved from https://doi.org/10.1108/IJBM-04-2017-0074.
Dsouza, R. S., Subhash, K. B., Chen, R. F.,, & Weiermair, K. (2018). Service quality and customer satisfaction: An empirical analysis of banking sector in Goa. International Journal of Banking, Risk and Insurance, 6(2), 1-22.
Fabrigar, L. R., & Wegener, D. T. (2011). Exploratory factor analysis: Oxford University Press.
Firdous, S., & Farooqi, R. (2017). Impact of internet banking service quality on customer satisfaction. The Journal of Internet Banking and Commerce, 22(1), 1-17.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). In: Upper Saddle River, NJ: Pearson Prentice Hall.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM): Sage Publications.
Hammoud, J., Bizri, R. M., & El Baba, I. (2018). The Impact of E-Banking Service Quality on Customer Satisfaction: Evidence From the Lebanese Banking Sector. SAGE Open, 8(3). doi:https://doi. org/10.1177%2F2158244018790633
Hill, N., & Alexander, J. (2017). The handbook of customer satisfaction and loyalty measurement: Routledge.
Hjortskov, M. (2019). Citizen expectations and satisfaction over time: Findings from a large sample panel survey of public school parents in Denmark. The American Review of Public Administration, 49(3), 353-371.
Hult, G. T. M., Morgeson, F. V., Morgan, N. A., Mithas, S., & Fornell, C. (2017). Do managers know what their customers think and why? Journal of the Academy of Marketing Science, 45(1), 37-54.
Jalali, M. S., Ferreira, F. A. F., Ferreira, J. J. M., & Meidutė, I. (2016). Integrating metacognitive and psychometric decision-making approaches for bank customer loyalty measurement. International Journal of Information Technology & Decision Making, 15(04), 815-837.
Janahi, M. A., & Al Mubarak, M. M. S. (2017). The impact of customer service quality on customer satisfaction in Islamic banking. Journal of Islamic Marketing, 8(4), 595-604. doi:https://doi.org/10.1108/JIMA-07-2015-0049
Koraus, A., Stefko, R., & Dobrovic, J. (2016). Decision-making satisfaction and behaviour of bank customers: Survey results analysis. Aktual’ni Problemy Ekonomiky (Actual Problems in Economics), 5(186), 291-301.
Larivière, B., Keiningham, T. L., Aksoy, L., Yalçin, A., Morgeson III, F. V., & Mithas, S. (2016). Modeling heterogeneity in the satisfaction, loyalty intention, and shareholder value linkage: a cross-industry analysis at the customer and firm levels. Journal of Marketing Research, 53(1), 91-109.
Ling, G. M., Fern, Y. S., Boon, L. K., & Huat, T. S. (2016a). Understanding customer satisfaction of internet banking: A case study in Malacca. Procedia Economics and Finance, 37, 80-85.
Ling, G. M., Fern, Y. S., Boon, L. K., & Huat, T. S. (2016b). Understanding customer satisfaction of internet banking: A case study in Malacca. Procedia Economics and Finance, 37(4), 80-85.
Lone, F. A., Aldawood, E., & Bhat, U. (2017). Comparative Analysis of Customer Satisfaction towards Islamic and Conventional Banking: An Empirical Study from Saudi Arabia. 7(1), 273-280. doi:https:// ssrn.com/abstract=2918680
Mohan, M. R., John, S. F., Bhati, A., Bansal, A., Ashok, B., Kumar, N., & AN, J. (2016). E-Banking Services and Customer Satisfaction in Dindugal District-An Empirical Study. Journal of Exclusive Management Science, 5(1), 1-5.
Newlin, T., McCall, T., Ottmar, P., Welch, B., & Khairat, S. (2018). Assessing the Satisfaction of Citizens Using Teleconsent in Clinical Research. Studies in health technology and informatics, 247, 685-689.
Ong, K. S., Nguyen, B., & Syed Alwi, S. F. (2017). Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry. International journal of bank marketing, 35(3), 370-390.
Pérez, A., & Del Bosque, I. R. (2015). Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company. Journal of Services Marketing, 29(1), 15-25.
Rajagopal, K., & Mahajan, V. (2019). Service Quality Gap Analysis in the Indian Banking Sector-“A Customer Perspective Review.”. International Journal of Human Resource Management and Research (IJHRMR), 9(3), 1-8.
Raza, S. A., Jawaid, S. T., & Hassan, A. (2015). Internet banking and customer satisfaction in Pakistan.
Qualitative Research in Financial Markets, 7(1), 24-36.
Saleem, M. A., Zahra, S., Ahmad, R., & Ismail, H. (2016). Predictors of customer loyalty in the Pakistani banking industry: a moderated-mediation study. International journal of bank marketing, 34(3), 411-430.
Sayani, H. (2015). Customer satisfaction and loyalty in the United Arab Emirates banking industry. International journal of bank marketing, 33(3), 351-375.
Shahrinaz, I., Kasuma, J., Naim, A. S. A., Rahim, E. A., Arabi, A., Ismawi, N., & Rosli, R. (2017). Determinant of customers’ preference in selecting Islamic banks. International Journal of Advanced and Applied Sciences, 4(3), 117-121.
Silverman, B. W. (2018). Density estimation for statistics and data analysis: Routledge.
Singhal, N., Bala, K., & Sarawgi, S. (2018). An empirical study of employee engagement and customer satisfaction in banking sector. Journal of Business Thought, 8(2), 24-41. Retrieved from http:// informaticsjournals.com/index.php/jbt/article/view/21198.
Tadic, D., Aleksic, A., Mimovic, P., Puskaric, H., & Misita, M. (2018). A model for evaluation of customer satisfaction with banking service quality in an uncertain environment. Total Quality Management & Business Excellence, 29(11-12), 1342-1361. doi:https://doi.org/10.1080/14783363.2016.1257905 Varmuza, K. (2018). Methods for Multivariate Data Analysis (Vol. 399). Canada: Wiley Publishing.
Yang, Y. (2018). Is transparency a double-edged sword in citizen satisfaction with public service? Evidence from China’s public healthcare. Journal of Service Theory and Practice, 28(4), 484-506.
Yen, Y. Y., Hui, D. G. M., Jais, M., & Rasiah, D. A. (2018). Determinants of Customer Loyalty in Banking Industry. Advanced Science Letters, 24(5), 3026-3030. doi:https://doi.org/10.1166/asl.2018.11312.
Yilmaz, V., Ari, E., & Gürbüz, H. (2018). Investigating the relationship between service quality dimensions, customer satisfaction and loyalty in Turkish banking sector: an application of structural equation model. International journal of bank marketing, 36(3), 423-440.
Youssef, M. A., Anadol, Y., & Zahrani, A. A. (2017). Modelling customer’s intention to use e-banking in Saudi Arabia: an empirical study. International Journal of Business Innovation and Research, 14(2), 239-258.
Zerva, A., Tsantopoulos, G., Grigoroudis, E., & Arabatzis, G. (2018). Perceived citizens’ satisfaction with climate change stakeholders using a multicriteria decision analysis approach. Environmental Science & Policy, 82, 60-70.