SỰ HÀI LÒNG CỦA KHÁCH HÀNG KHI SỬ DỤNG DỊCH VỤ NGÂN HÀNG SỐ CỦA NGÂN HÀNG THƯƠNG MẠI CỔ PHẦN PHƯƠNG ĐÔNG TẠI THÀNH PHỐ HỒ CHÍ MINH

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Thông tin xuất bản: Tạp chí Khoa học Đại học Công Thương (Tên cũ: Tạp chí Khoa học Công nghệ và Thực phẩm), 2024

Mô tả vật lý: tr.135

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ID: 479955

Thêm vào giỏ

Mục đích của bài báo là đánh giá sự hài lòng của khách hàng khi sử dụng dịch vụ ngân hàng số tại ngân hàng thương mại cổ phần Phương Đông - OCB OMNI trong bối cảnh cuộc cách mạng công nghiệp 4.0 diễn ra với tốc độ nhanh chóng trong giai đoạn hiện. Nghiên cứu sử dụng bảng khảo sát ý kiến khách hàng có sử dụng dịch vụ ngân hàng số của ngân hàng OCB tại Thành phố Hồ Chí Minh (TP. HCM) từ tháng 3/2023 đến tháng 4/2023 thông qua các yếu tố: Độ tin cậy, Độ đáp ứng, Năng lực phục vụ, Độ đồng cảm, Phương tiện hữu hình. Từ đó, tiến hành phân tích dựa trên các kết quả từ phần mềm SPSS và đề xuất các gợi ý về giải pháp và chính sách nhằm nâng cao chất lượng dịch vụ, đáp ứng sự hài lòng của khách hàng tại OCB Tp. HCM. Tác giả sử dụng mô hình SERVQUAL của Parasuraman và cộng sự (1985), kết quả khảo sát cho thấy quả kiểm định Cronbach Alpha ta có kết quả: Mỗi thang đo có 5 biến quan sát và có hệ số Cronbach’s Alpha >
0,3 nên tất cả các biến đều thỏa điều kiện. Qua phân tích tương quan cho thấy hệ số Pearson giữa các biến độc lập với nhau và giữa các biến độc lập với biến phụ thuộc đều nằm trong phạm vi từ -1 đến 1 và nhỏ hơn 0,6, điều đó cho thấy giữa các biến các mối tương quan thấp và hiện tượng đa cộng tuyến trong mô hình được đánh giá là không nghiêm trọng. Phân tích hồi quy ta cho thấy, nhân tố Năng lực phục vụ có tác động mạnh nhất đến sự hài lòng của khách hàng với hệ số chuẩn hóa là 0,322, tiếp theo là nhân tố Phương tiện hữu hình với mức độ tác động đã chuẩn hóa 0,286, thứ ba là nhân tố Tin cậy với mức tác động là 0,180, thứ tư là nhân tố Đáp ứng với mức tác động là 0,164 và tác động yếu nhất là nhân tố Đồng cảm với mức độ tác động là 0,098. Từ đó, đưa ra kết luận và các kiến nghị với Ngân hàng OCB.The purpose of the article is to assess customer satisfaction when using digital banking services in the context of the industrial revolution 4.0 taking place at a rapid pace in the current period. Research using a survey of customers who use digital banking services of Orient Commercial Joint Stock Bank (OCB) in Ho Chi Minh City from March 2023 to April 2023 through the following factors: Reliability, Responsiveness, Service Capacity, Empathy, and Tangible Means. From there, conduct analysis based on the results from SPSS software and propose suggestions on solutions and policies to improve service quality and meet customer satisfaction at OCB in Ho Chi Minh City. The author used the SERVQUAL model of Parasuraman et al. (1985), the survey results show that according to the results of the Cronbach Alpha test, we have the following results: Each scale has 5 observed variables and has Cronbach's Alpha coefficient >
0.3 so all variables satisfy the condition. Through correlation analysis, we see that the Pearson coefficient between the independent variables and between the independent variables and the dependent variable are in the range from -1 to 1 and less than 0.6, which shows that between the variables. Variables low correlation and multicollinearity in the model are assessed as not serious. Through regression analysis, we can see that the service capacity factor has the strongest impact on customer satisfaction with a standardized coefficient of 0.322, followed by the factor Tangible means with the level of impact. standardized 0.286, the third is the Trust factor with an impact of 0.180, the fourth is the Response factor with an impact of 0.164 and the weakest is the Empathy factor with an impact of 0.098. From there, make conclusions and recommendations to OCB.

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