Các nhân tố ảnh hưởng đến sự hài lòng khách hàng về chất lượng dịch vụ thẻ ATM tại Ngân hàng thương mại cổ phần Ngoại thương Việt Nam

Các nhân tố ảnh hưởng đến sự hài lòng khách hàng về chất lượng dịch vụ thẻ ATM tại Ngân hàng thương mại cổ phần Ngoại thương Việt Nam - Chi nhánh Cần Thơ

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Tác giả: Thanh Lam và Thi Ngọc Thanh Thanh Đào, Thị Thủy Dương, Thanh Duy Lê, Phước Quý Quang Nguyễn, Kiều Tiên Trần

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí Nghiên cứu khoa học và Phát triển kinh tế, 2024

Mô tả vật lý: tr.15-32

Bộ sưu tập: Metadata

ID: 380540

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Nghiên cứu nhằm đánh giá tác động của các nhân tố ảnh hưởng đến sự hài lòng của khách hàng đối với chất lượng dịch vụ thẻ ATM của Vietcombank, từ đó đề xuất các hàm ý quản trị để nâng cao chất lượng dịch vụ ATM của Vietcombank. Các số liệu được thu thập theo phương pháp chọn mẫu phi xác suất kiểu thuận tiện thông qua 210 phiếu khảo sát khách hàng cá nhân của Vietcombank Cần Thơ. Nghiên cứu sử dụng thang đo chất lượng dịch vụ SERVPERF, kiểm định độ tin cậy của thang đo bằng hệ số Cronbach’s Alpha, phân tích nhân tố khám phá EFA, phân tích hồi quy tuyến tính để đo lường chất lượng dịch vụ thẻ ATM và sự hài lòng của khách hàng. Sự khác biệt về sự hài lòng của khách hàng theo các đặc điểm nhân khẩu học cũng được kiểm định bằng phương pháp kiểm định T-Test và phân tích ANOVA. Kết quả nghiên cứu cho thấy có năm nhân tố chất lượng dịch vụ ảnh hưởng: (1) Đảm bảo
(2) Đáp ứng
(3) Phương tiện hữu hình
(4) Đồng cảm
(5) Tin cậy. Kết quả kiểm định không có sự khác biệt đối với sự hài lòng của khách hàng về giới tính, độ tuổi
tuy nhiên có sự khác biệt theo trình độ học vấn, thu nhập và nghề nghiệp của khách hàng. Dựa vào các kết quả phân tích, tác giả đề xuất một số hàm ý quản trị đến nhà hoạch định chính sách của ngân hàng thương mại Vietcombank có chiến lược phù hợp để nâng cao chất lượng dịch vụ thẻ ATM, nâng cao sự hài lòng của khách hàng.This study aimed to identify and measure the factors influencing customer satisfaction with the service quality of bank card transactions of Vietcombank at the Can Tho Branch, in order to propose solutions to improve the service quality of bank card transactions. The data used in this study was collected through a convenience sampling method with 210 survey questionnaires of Vietcombank Can Tho from individual customers. The study used the SERVPERF service quality scale, tested the reliability of the data used in the scale using Cronbach’s Alpha coefficient to eliminate inappropriate variables, then performed exploratory factor analysis (EFA) and linear regression analysis to measure the service quality of banking as well as customer satisfaction. The study also tested differences in customer satisfaction according to demographic characteristics using T-Test and ANOVA analysis. The results showed that there were five components of quality service consisting of reliability, responsiveness, empathy, assurance, and tangible. The results showed no difference in customer satisfaction in terms of gender and age. However, there were differences based on the customers' education level, income and occupation. Based on the results, the author proposes some management interventions for Vietcombank managers, to develop appropriate strategies for improving the quality of their ATM services which can lead to the increase of customer satisfaction.

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