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<b>Mot so nhan to </b>

<b>tac dong den long trung thanh </b>

<b>thUo^ng hieu ngan hang </b>

<b>cua khach hang ca nhan </b>

<b>tai Viet Nam </b>

• • NGUYEN NGOC QOANG"
DAO CAM THUY"

Tom tat

<i>Nghien cdu ndy xdy dung vd kiem dinh mo hinh phuang trinh cdu true (SEM) nhdm ddnh gid </i>
<i>tdc ddng nhdn qud cua cdc nhdn td: Chdt luang dich vu, Uy tin thuang hieu vd Trdch nhiem </i>
<i>xd hoi den Su hdi ldng vd Ldng trung thdnh thuang hieu ngdn hdng cua khdch hdng cd nhdn </i>
<i>(KHCN) gdi tien tiet kiem tgi Viet Nam. Ket qud khdo sdt 620 KHCN bang phdng vdn ngdu </i>
<i>nhien tgi Hd Noi cho thdy, Chdt luang dich vu, Uy tin thuang hieu vd Trdch nhiem xd hdi cua </i>
<i>ngdn hdng tdc ddng tich cue theo thd tu gidm ddn den Su hdi long cua khdch hdng vd Su hdi </i>
<i>long cua khdch hdng cd tdc ddng mgnh den Ldng trung thdnh ddi vdi thuang hieu. </i>

<i>Tijf khoa: su hdi long, long trung thdnh, chdt luang dich vu, uy tin thuang hieu, trdch nhiem </i>

<i>xd hoi </i>

Summary

<i>This research builds and validates the Structured Equation Model (SEM) to assess the causal effect </i>
<i>of factors such as Service quality. Brand prestige and Social responsibility on the Satisfaction </i>
<i>and Loyalty to the bank brand of deposit savings individual customers in Vietnam. The result of </i>
<i>the survey to 620 individual clients by random interview in Ha Noi shows that Service quality, </i>

<i>Brand prestige and Social responsibility of the bank positively impact in decreasing order on </i>
<i>Satisfaction and Satisfaction creates a strong impact on Loyalty to the bank brand. </i>

<i>Keywords: satisfaction, loyalty, quality of service, brand prestige, social responsibility </i>

Gldl THIEU

Tien gffi tiet kiem la khoan tien nhan rdi cua dan cff
gffi vao tai khoan tiet kiem tai ngan hang thtfdng mai
(NHTM) nham tieh iQy, sinh ldi va dam bao an toan tai
san. Trong eac san pham dich vu huy ddng vd'n cua cae
NHTM, huy ddng vdn tiet kiem ttf dan ctf dtfdc xem
la san pham cd ban nha't, vi day la ngudn vd'n ed tinh
dn dinh eao, la nhan to' dau vao eho cac boat ddng tin
dung, dau ttf. KHCN gffi tien tiet kiem la nhdm khach
hang chiem sd' Iffdng ddng dao nha't tai cac NHTM va
ngudn vd'n cua hp ciing chiem da sd' trong eac ngudn
huy ddng cua ngan hang. Vi vay, nghien cffu cae nhan
td tae ddng den ldng trung thanh cua nhdm dd'i tffdng

nay se giup cac NHTM Viet Nam trong
viec dtfa ra cac chtfdng trinh, ehinh sach
giff chan khach hang.

CO >6f LY THUYET
THUYET NGHIEN c C u

VA GIA

Ldng trung thanh la sff cam ket sau

sac mua lai hoac ghe tham lai san pham,
dich vu ffa thich trong tffdng lai, do do
gay ra sif lap lai eiing nhan hieu hoac dat
hangjai, dii nhffng anh htfdng hoan canh
va nd Itfc marketing cd kha nang dan den
viee chuyen ddi hanh vi. Khach hang co
*TS., Tru'dng Dai hoc Kinh te Quo'c dan I Email:

** Ngan hang TMCP Cong Thu'dng Viet Nam I Email:

<i>Ngdy nhan bdi: 31/08/2018; Ngdy phan bien: 13/09/2018; Ngdy duyet ddng: 20/09/2018 </i>

<b>18 </b>

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<b>Kinh. </b>

<b>• ^DUI </b>

the cd dtfdc thdng tin tff intemet, ngffdi
than, ban be... (Oliver, 1999). Hien nay,
cd ba hffdng tie'p can ldng trung thach cua
khach hang dd'i vdi thffdng hieu dd la: (1)
Ldng trung thanh hanh vi; (2) Ldng trung
thanh thai dp; (3) Ldng trung thanh ke't
hdp ea hanh vi va thai dp.

Vdi ngan hang, ldng trung thanh cua
khach hang the hien khi khach hang da
Itfa chpn giao dich vdi mdt ngan hang se
tiep tue giao dich vdi ngan hang dd, se

khuye'n cao ngtfdi khac sff dung dich vu
eua ngan hang va khi cd nhu eau sff dung
dich vu khae, coi ngan hang la stf Itfa
chpn dau tien, du biet cd the cd Itfa chpn
tdt hdn d mdt ngan hang khae. Nhtf vay,
ed the hieu ldng trung thanh eua khach
hang gffi tien tie't kiem tai NHTM la viec
khach hang gffi tien tie't kiem duy tri va
lap di lap lai nhieu lan trong mpt khoang
thdi gian dai tai mdt NHTM va thffdng se
cung cap thdng tin tham khao cho nhffng
ngffdi khac, san sang gidi thieu san pham
cho nhffng ngffdi khac. Cac khach hang
gffi tien tie't kiem trung thanh la nhffng
khach hang khdng de bi anh htfdng bdi stf
thuye't phue ve lai sua't tff cac ngan hang
canh tranh, bdi cac qua tang khuye^n mai,
hau mai hay cac tfu dai ve gia ca dich
vu khac va thtfdng gffi nhieu hdn nhffng
khach hang It trung thanh.

Khdng nhieu nghien ctfu lien quan
de'n ldng trung thanh cua KHCN gffi tien
tiet kiem, nhffng da cd nhieu nghien effu
ve eac nhan td tac ddng de'n ldng trung
thanh trong ITnh vffc tai chinh ngan hang
ndi chung, tieu bieu nhff nghien cffu cua
Younes Megdadi va edng stf (2013) ve
"Khao sat de xua't eac nhan td anh htfdng
de'n khach hang trung thanh ddi vdi cac

dich vu tai chinh eua NHTM Jordan".
Qua khao sat ngau nhien 1.000 khach
hang eua eac NHTM Jordan, nhdm tac
gia ehi ra cae nhan to' tae ddng de'n long
trung thanh cua khach hang, gdm: Chat
Itfdng va ky vpng cam nhan, Stf san sang
va tin cay, Nhffng thay ddi cua ngan
hang va chi phi chuyen ddi. Cam ket ciia
ngan hang.

Trong nghien cffu cua Zeyad va
Noraihs (2013) ve "Cae nhan td anh
htfdng de'n ldng trung thanh khach hang
tai cac ngan hang Hdi giao: Bang chffng
tff cac ngan hang d Malaysia", cae tae
gia de xua't 9 nhan td'anh hffdng de'n long
trung thanh cua khach hang. Tuy nhien,
ket qua hdi quy chi ra nhan td' tae ddng
duy nhat la Sff tin cay.

<i><b>HINH: MO HiNH NGHIEN CtiU </b></i>

<i>Phinmg ti^a hiru hiah ^.^ | ^ </i>

<i>Nang l i ^ pb^c \Tf </i>

Kha nikng d i p irng Chai tngDg djch v^
tong Ibc

Str dong cam

E>9 tin ci>

UY tin tbirtrng hieu 112' i Sy hai long

H4-1.4>ng trung thanh ctia
khach hang doi vori

thutmg hi^u

<i>Tnich nhifm \a h^l </i>

Nguon: D l xua't cua nhom tac gia
Tai Viet Nam, NguySn Thi An Binh (2016) vdi
nghien cffu ve long trung thanh cua khach hang trong
linh vffc ngan hang ban le da chi ra cac nhan td anh
htfdng gdm cd: Chat Itfdng dich vu, Uy tin thtfdng hieu,
Trach nhiem xa hdi va Sif hai ldng eua khach hang
dtfdc nghien ctfu la mdt bie'n trung gian.

Tran Dffc Thang (2015) vdi "Nghien cffu md'i quan
he giffa chat Iffdng dich vu ngan hang dien tff vdi mffe
dp thda man va mffe dp trung thanh cua khach hang d
Viet Nam" khang dinh cd md'i quan he dffdng, chat che
giffa Chat Iffdng dich vu ngan hang dien tff tdng the vdi
Sff thda man cua khach hang va giffa Sff thda man eua
khach hang vdi Sff trung thanh cua khach hang.

Dffa vao cac nghien cffu tren, nhdm tac gia de xuat
3 nhan to (Chat Itfdng dich vu tdng the, Uy tin thtfdng

hieu va Trach nhiem xa hdi) anh htfdng de'n Stf hai
ldng, tff dd tae ddng de'n Ldng trung thanh eua Ichaeh
hang dd'i vdi thffdng hieu tai cac NHTM tai Viet Nam
nhtf Hinh. Trong dd, nhan td' Chat Itfdng dich vu tdng
the tham khao md hinh SERVQUAL eua Parasuraman
(1985) gdm 5 thanh phan: Phtfdng tien hii^ hinh, Nang
Itfc phue vu, Kha nang dap tfng, Stf ddng cam va Dp
tin cay vdi tdng cdng 20 bie'n quan sat; Uy tin thtfdng
hieu vdi 5 bieri quan sat; Trach nhiem xa hdi vdi 8
bieri quan sat; Stf hai ldng vdi 5 bie'n quan sat; Ldng
trung thanh cua khach hang ddi vdi thtfdng hieu (gdm
ca Trung thanh thai dp va Trung thanh hanh vi) vdi 10
bie'n quan sat.

Cae gia thuye't nghien cffu dffdc dffa ra nhff sau:

<i>Nhdm gid thuyet tdc ddng den Chdt luang dich vu </i>
<i>tdng the: </i>

HI a: Phffdng tien hffu hinh va Chat Iffdng dich vu
tdng the ed mdi quan he ddng bien.

Hlb: Nang Iffc phue vu va Chat Iffdng dich vu tdng
the cd md'i quan he ddng bie'n.

Hlc: Kha nang dap tfng va Chat Itfdng dich vu tdng
the ed md'i quan he ddng bie'n.

Hid: Stf ddng cam va Chat Itfdng dich vu tdng the
ed md'i quan he ddng bien.

Hie: Dp tin cay va Chat Itfdng dich vu tdng the cd
md'i quan he ddng bien.

<i>Nhdm gid thuyet tdc dong den Su hdi long vd Ldng </i>
<i>trung thdnh cua khdch hdng ddi vdi thuang hieu: </i>

HI: Chat Itfdng dich vu tdng the va Sif hai ldng cua
khach hang ed md'i quan he ddng bie'n.

H2: Uy tin thtfdng hieu va Stf hai ldng cua khach
hang cd md'i quan he ddng bien.

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BANG 1: KET QGA HOI QUY KIEM DjNH GIA THGYET HIA, HIB

Hang so'
Do tin cay

PhiTdng tien hifu hinh
Kha nang dap iJng
Nang Itfc phue vu
Slf dong cam

R2

He so'
chifa chuan hoa

B
6,256

,125
,392
,239
,410
,395
Sai so'
chuan
,054
,054
,054
,054
,054
,054
He so
chuan hoa
Beta
,083
,261
,159
,273
,263
t
116,691
2,329
7,311
4,454
7,650
7,370
Mu'c
y

nghia
,000*
,020
,000*
,000*
,000*
,000*

, HlC, HlC ), HIE
Thd'ng ke
c6ng tuye'n
Do
chap nhan
1,000
1,000
1,000
1,000
1,000
VIF
1,000
1,000
1,000
1,000
1,000
0,493

0,000*: la cac mu'c y nghia < 1/1000

BANG 2: TONG HCJP DO TIN CAY vA TONG PHCTdNG SAI TRICH
CGA c A c THANG DO

Thang do
Long trung thanh
Phtfcfng tien htfu hinh
Nang lUc phue vu
Kha nang dap iJng
Slf dong cam
Do tin cav

Chat lifdng dich vu tdng the
Suf hai long

Uy tin thifcfng hieu
Trach nhiem xa hoi

So'bien
quan sat
10
5
3
4
4
4
3
5
6
8

He so tin cay
Cronbach's Alpha

0,902
0,833
0,772
0,782
0,816
0,882
0.915
0.809
0,885
0,884
Tdng
phifcfng sai trich

69.651%
60,216%
69,027%
61.227%
64,957%
73.917%
85,651%
57,351%
63,624%
56,143%

Nguon: Tinh toan cua n h o m tac gia

H3: Trach nhiem xa hdi va Stf hai ldng eua khach
hang ed md'i quan he ddng bie'n.

H4: Stf hai long cua khach hang va Ldng trung

thanh cua khach hang dd'i vdi thtfdng hieu cd md'i quan
he ddng bien.

Dff lieu nghien effu dtfdc thu thap bang phtfdng phap
nghien cffu dinh Iffdng thdng qua phdng van trffc tie'p
620 KHCN gffi tien tie't kiem tai 310 diem giao dich cua
cac NHTM tren dia ban Ha Ndi bang bang hdi trong
nam 2017. Phffdng phap phdng van la ngSu nhien tai
cac dia diem giao dich cua ngan hang. Vdi dff lieu thu
thap dffdc, nhdm tae gia sff dung kiem dinh SEM nham
danh gia tae ddng nhan qua cua cac nhan td'.

Ket qua nhan khau hpc cua cae dd'i tffdng nhff sau:
nam gidi chie'm 39% va nff gidi chie'm 61%; nhdm tudi
dffdi 22 chie^m 6%, nhdm tudi tff 22 de'n 35 chie'm 29%,
nhdm tudi tff 35 den 45 chiem 24%, nhdm tudi 46 de'n
60 chie'm 22% va nhdm tudi tren 60 chiem 19%. Ve
trinh dp: trung hpc phd thdng chie'm 7%, trung cap, eao
dang chiem 31%, trinh dp dai hpc, tren dai hpe chie'm
52%, ngffdi cd trinh dp khac chiem 10%.

KET QUA NGHIEN CLfU

<i><b>Cdc nhdn tdtdc dQng den Chdt litOng dich vu tong </b></i>
<i><b>the (Gid thuyet Hla den Hie) </b></i>

De kiem dinh mdi quan he cua cae bien ddc lap va
bien phu thudc, nhdm tac gia sff dung ky thuat phan tich
nhan td' kham pha (EFA) de trich rut cac nhan td chinh,
tff dd phan tich hdi quy tuye'n tinh bdi. Ket qua EFA cho

tha'y, he sd phffdng sai trich dat 64,194% > 50%, he sd

tai nhan td deu > 0,3 va ke't qua phan tich
ma tran nhan td xoay cae bie'n quan sat
khdng bi xao trpn, do dd du dieu kien de
xay difng md hinh va thife hien hdi quy
tuye'n tinh bdi.

Nhdm tae gia kiem dinh md'i quan he
giffa Phffdng tien hiJu hinh, Kha nang
dap ffng, Slf ddng cam, Dp tin cay va
Nang life phue vu vdi Chat Itfdng dich vu
tdng the vdi gia thuyet, nhtf sau:

H^: Phtfdng tien hi?u hinh/Kha nang
dap ffng/Stf ddng cam/Dp tin cay/Nang
life phue vu khdng anh hffdng de^n Chat
Iffdng dich vu tdng the.

Hj: Phffdng tien hffu hinh/Kha nang
dap ffng/Sff ddng cam/Dp tin cay/Nang
life phue vu cd anh htfdng tieh ctfc den
Chat Itfdng dich vu tdng the.

Ne'u gia tri P-value < 0,05 thi bac bo
Hg, chap nhan Hj. Ngtfdc lai, ne'u P-value
> 0,05 thi chap nhan H^, bac bd Hj.

Bang 1 eho tha'y, ta't ea nhan td Phtfdng
tien hiJu hinh, Kha nang dap tfng, Stf dong

cam. Dp tin cay va Nang life phue vu deu
ed P-value < 0,05, do dd deu tac dong
den Chat Itfdng dich vu tdng the. Trong
dd, Nang life phue vu tac ddng manh nhat
(Beta = 0,273), tie'p theo la Stf ddng cam
(Beta = 0,263), Phtfdng tien hilu hinh
(Beta = 0,261), Kha nang dap tfng (Beta
= 0,159) va tac ddng ye'u nha't la Dp tin
cay (Beta = 0,083). Ke't qua nay cho phep
chap nhan gia thuye't H^, bac bd H^. Hay
ndi each khac, cac gia thuye't Hla, Hlb,
Hie, Hid, H i e dtfdc chap nhan.

<i><b>Kiem dinh mo hinh nghien cibi tong qudt </b></i>

De kiem dinh stf phu hdp cua md hinh
nghien ctfu, trtfdc het nhdm tac gia xem
xet he sd' Cronbach's Alpha dd'i vdi dff
lieu nghien cffu chinh thtfc. Neu he so
Cronbach's Alpha cua cae bien nghien
effu deu > 0,8, thang do la td't, dam bao
tinh nha't quan (Nunnally va Bumstein,
1994).

Ket qua Bang 2 eho tha'y, he so
Cronbach's Alpha eua eac bie'n nghien
cffu deu > 0,7. Tdng phffdng sai trich cua
cac bie'n nghien cffu deu > 50%, do do
cac thang do deu dat dp tin cay.

De danh gia mffe dp phil hdp chung cua
md hinh, nhdm tac gia sff dung eac tieu
ehuan: Chi Square (Chi binh phffdng •
CMIN); Chi - Square dieu chinh theo bac
tff do (CMIN/df); Chi sd GFI (Goodness
of Fit Index); Chi sd TLI (Tucker &
Lewis Index); Chi sd CFI (Comparative
Fit Index); Chi sd RMSEA (Root Mean
Square Error Approximation). Trong

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<b>Kinhte </b>

<b>va Dtf bao </b>

nghien ctfu nay, do mSu nghien cffu N
= 620 > 200, nen nhdm tac gia sff dung
tieu ehuan eua Kettinger va Lee (1995)
cha'p nhan CMIN/df < 5; GFI, TLI, CFI >
0,9 (Bentler va Bonett, 1990); RMSEA <
0,08, trffdng hdp RMSEA < 0,5 dtfdc coi
la rat td't.

Qua phan tich SEM, gia tri CMIN/df
= 2,982; GFI = 0,902; CFI = 0,916, TLI
= 0,908, RMSEA = 0,068, chtfng td md
hinh hoan toan phu hdp vdi dff lieu eua
thi trffdng.

Theo ke't qua kiem dinh md hinh d
Bang 3, gia tri P-value < 0,05 va trpng sd'

cd da'u dffdng. Do vay, cd the khang dinh
cac nhan td: Trach nhiem xa hdi, Chat
Iffdng dich vu tdng the va Uy tin thffdng
hieu cd md'i quan he ddng bie'n vdi Sff hai
ldng. Trong dd. Chat Itfdng tdng the tae
ddng manh nha't (Beta = 0,576), tiep den
la Uy tin thtfdng hieu (Beta = 0,412) va
cud'i eiing la Trach nhiem xa hdi (Beta =
0,254). Ngoai ra, ke't qua cung eho biet,
Stf hai ldng tae ddng thuan chieu vdi
Ldng trung thanh vdi mffe dp manh (Beta
= 0,620). Nhff vay, ta't ea cae gia thuyet
tff HI, H2, H3, H4 deu dffdc chap nhan.

KET LUAN VA HAM Y

Qua nghien effu cua nhdm tac gia cd
the tha'y, Ldng trung thanh cua KHCN
gffi tien tie't kiem chiu sif tac ddng manh
me bdi Sif hai ldng. Trong dd, Sff hai
ldng lai chiu anh hffdng bdi Trach nhiem

<b>BANG 3: KET QUA KIEM DINH MO HINH </b>

Slf hai long
Slf hai long
Slf hai long
Long
trung thanh
Trung thanh

thai do
Trung thanh
hanh vi

<—
<—
<—
<—
<
-<—

Trach nhiem xa hoi
Uy tin thu'dng hieu
Chat lUdng tdng the
Suhai long

Long trung thanh
Long trung thanh

<i><b>Hg so' vide Itfcfng </b></i>
<b>trung binh </b>

0,254
0,412
0,576
0,620
0,519
1,000

<b>DO Igch </b>

<b>chuan </b>

0,028
0,088
0,116
0,788
0,050
0,537

<b>Gia tri </b>
<b>tdi han </b>

9,168
5,168
4,487
10,135
10,420
8,384

<b>Md'c </b>

<b>y nghia P </b>

<b>^^^ </b>
<b>^** </b>
<b>^** </b>

<b>H ^ ^ ^ </b>

***

<i>^^^ </i>

<i>P: miic y nghia; *** = p <0,001 </i>

Nguon: Tinh toan ciia nhom tac gia
xa hdi. Chat Iffdng dich vu tdng the va Uy tin thtfdng

hieu. Tff do, nghien cffu de xua't mdt sdgiai phap nham
nang cao ldng trung thanh dd'i vdi thffdng hieu ngan
hang cua KHCN gffi tien tie't kiem, nhff sau:

<i>Thd nhdt, cai thien chat Iffdng dich vu tdng the. De </i>

nang cao chat Iffdng dich vu tdng the, cac NHTM can
quan tam cai thien ta't ea cac nhan td': phffdng tien hffu
hinh, nang life phue vu, kha nang dap ffng, sff ddng cam
va dp tin cay. Trong dd, nang life phue vu can dffdc coi
trpng hang dau de ed the nang cao va cai thien chat
Iffdng dich vu.

<i>Thd hai, xay dffng va duy tri uy tin thffdng hieu ngan </i>

hang thdng qua cac boat ddng truyen thdng marketing,
minh bach hda thdng tin, cat giam thu tue, cham sdc
khach hang cd bai ban, nhanh chdng cung cap va xff ly
dich vu trong thdi gian nhanh nha't...

<i>Thdba, nang cao tinh trach nhiem xa hdi eua NHTM. </i>

Khi tham gia nhieu cac boat ddng edng ddng, nhff: tff
thien xa hdi, hd trd thien tai, giao due, phdng chdng te
nan... se giup eho ngan hang nhan dffdc tinh cam tieh
cffc tff khach hang, khien hp de dang hai ldng hdn.U

TAI LIEU THAM KHAO

<i>1. Nguyen Thi An Binh (2016). Nghien cdu nhdn tdtdc ddng tdi long trung thdnh cua khdch hdng </i>

<i>trong ITnh vUc bdn le tgi cdc NHTM cd phdn Viet Nam, Luan an tien sT kinh te', Trffdng Dai hpc Kinh </i>

te Qud'c dan

<i>2. Tran Dffc Thang (2015). Nghien cdu mdi quan he giita CLDV ngdn hdng dien td vdi mdc do </i>

<i>thoa mdn vd mdc do trung thdnh cua khdch hdng d Viet Nam, Luan an tie'n si kinh te, Trffdng Dai </i>

hpe Kinh te' Qudc dan

3. Chaudhuri (1999). The Effects of Brand Attitudes and Brand Loyalty on Brand Performance,

<i>European Advances in Consumer Research, 4 </i>

4. Gunesh, R.V., Geraldine, R.W. (2015). Do CSR practices of banks in Mauritius lead to
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