Nghiên cứu về giá trị khách hàng từ dịch vụ ngân hàng trực tuyến tại Việt Nam - Nguyễn Xuân ...

Nghiên cứu luận văn thạc sĩ về cách tiếp cận dựa trên nguồn lực trong dịch vụ ngân hàng, tạo giá trị cho khách hàng tại các ngân hàng thương mại Việt Nam.

• Tác giả: Nguyen Xuan Hieu
• Người hướng dẫn: Dr. Pham Ngoc Thuy
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Master of Business (Honours)
• Đề tài: Giá Trị Khách Hàng Từ Dịch Vụ Ngân Hàng Trực Tuyến
• Loại tài liệu: Thesis
• Năm xuất bản: 2014
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ACKNOWLEDGEMENT
• ABSTRACT
• LIST OF TABLE
• LIST OF FIGURES
• TABLE OF CONTENTS
• 1. CHAPTER 1: INTRODUCTION
• 2. CHAPTER 2: LITERATURE REVIEW
• 3. CHAPTER 3: RESEARCH METHODOLOGY
• 4. CHAPTER 4: DATA ANALYSIS
• 5. CHAPTER 5: CONCLUSIONS AND IMPLICATIONS
• References and appendixes
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Research background
• 1.2. Problem statement
• 1.3. Research objective
• 1.4. Research scopes
• 1.5. The structure of thesis
• 1.6. Summary
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. Theoretical background
• 3. CHAPTER 3: RESEARCH METHODOLOGY
• 3.1. Measurement of variables
• 3.2. Main survey and Data collection
• 3.3. Exploratory Factor Analysis (EFA)
• 3.4. Multiple Regression Analysis
• 4. CHAPTER 4: DATA ANALYSIS
• 4.1. Descriptive Data Analysis
• 4.2. Measurement Scale Assessment
• 4.3. Cronbach Alpha Reliability Analysis
• 4.4. Exploratory Factor Analysis
• 4.5. Testing relationship of independent factors and dependent factor
• 4.6. Testing Assumption of multiple Regressions
• 4.7. Evaluate and test the relevance of the model
• 4.8. Testing hypotheses on the impact of Independent factors on Customer Perceived Value
• 4.9. Regression analysis results
• 5. CHAPTER 5: CONCLUSIONS AND IMPLICATIONS
• 5.1. Contributions of the study
• 5.2. Limitations of Study and Future Research

Tóm tắt

I. Tổng quan về giá trị khách hàng từ dịch vụ ngân hàng trực tuyến

Dịch vụ ngân hàng trực tuyến đã trở thành một phần không thể thiếu trong cuộc sống hiện đại. Với sự phát triển của công nghệ thông tin, ngân hàng trực tuyến không chỉ giúp khách hàng tiết kiệm thời gian mà còn nâng cao trải nghiệm sử dụng dịch vụ. Giá trị khách hàng từ dịch vụ này không chỉ nằm ở sự tiện lợi mà còn ở sự an toàn và hiệu quả trong giao dịch.

1.1. Định nghĩa giá trị khách hàng trong dịch vụ ngân hàng

Giá trị khách hàng trong dịch vụ ngân hàng trực tuyến được hiểu là sự hài lòng và lợi ích mà khách hàng nhận được từ việc sử dụng dịch vụ. Điều này bao gồm các yếu tố như tính tiện lợi, độ tin cậy và sự an toàn trong giao dịch.

1.2. Tầm quan trọng của dịch vụ ngân hàng trực tuyến

Dịch vụ ngân hàng trực tuyến không chỉ giúp ngân hàng tiết kiệm chi phí mà còn tạo ra cơ hội tiếp cận khách hàng mới. Khách hàng có thể thực hiện giao dịch mọi lúc, mọi nơi, từ đó nâng cao trải nghiệm và sự hài lòng.

II. Vấn đề và thách thức trong việc tạo giá trị khách hàng

Mặc dù dịch vụ ngân hàng trực tuyến mang lại nhiều lợi ích, nhưng vẫn tồn tại nhiều thách thức. Một trong những vấn đề lớn nhất là sự thiếu tin tưởng của khách hàng vào tính an toàn của giao dịch trực tuyến. Ngoài ra, sự cạnh tranh giữa các ngân hàng cũng tạo ra áp lực lớn trong việc cải thiện dịch vụ.

2.1. Sự thiếu tin tưởng của khách hàng

Nhiều khách hàng vẫn lo ngại về việc bảo mật thông tin cá nhân và tài chính khi sử dụng dịch vụ ngân hàng trực tuyến. Điều này ảnh hưởng đến quyết định sử dụng dịch vụ của họ.

2.2. Cạnh tranh trong ngành ngân hàng

Sự cạnh tranh giữa các ngân hàng ngày càng gia tăng, buộc các ngân hàng phải cải thiện chất lượng dịch vụ và cung cấp nhiều tính năng mới để thu hút khách hàng.

III. Phương pháp cải thiện giá trị khách hàng từ dịch vụ ngân hàng trực tuyến

Để nâng cao giá trị khách hàng, các ngân hàng cần áp dụng nhiều phương pháp khác nhau. Việc cải thiện trải nghiệm người dùng trên nền tảng trực tuyến là một trong những yếu tố quan trọng. Ngoài ra, việc cung cấp dịch vụ khách hàng tốt cũng góp phần không nhỏ vào việc tạo ra giá trị.

3.1. Cải thiện trải nghiệm người dùng

Ngân hàng cần đầu tư vào thiết kế giao diện người dùng thân thiện và dễ sử dụng. Điều này giúp khách hàng dễ dàng thực hiện giao dịch và tìm kiếm thông tin cần thiết.

3.2. Tăng cường dịch vụ khách hàng

Cung cấp dịch vụ hỗ trợ khách hàng 24/7 qua nhiều kênh khác nhau như chat trực tuyến, điện thoại và email sẽ giúp khách hàng cảm thấy an tâm hơn khi sử dụng dịch vụ.

IV. Ứng dụng thực tiễn và kết quả nghiên cứu về giá trị khách hàng

Nghiên cứu cho thấy rằng việc cải thiện dịch vụ ngân hàng trực tuyến có thể tạo ra giá trị lớn cho khách hàng. Các ngân hàng đã áp dụng nhiều chiến lược khác nhau để nâng cao trải nghiệm khách hàng và tăng cường sự hài lòng.

4.1. Kết quả từ nghiên cứu thực tiễn

Nghiên cứu cho thấy rằng khách hàng cảm thấy hài lòng hơn với dịch vụ ngân hàng trực tuyến khi ngân hàng cung cấp các tính năng an toàn và tiện lợi.

4.2. Các chiến lược thành công

Một số ngân hàng đã thành công trong việc thu hút khách hàng thông qua việc cung cấp các dịch vụ độc đáo và cải thiện quy trình giao dịch.

V. Kết luận và tương lai của dịch vụ ngân hàng trực tuyến

Dịch vụ ngân hàng trực tuyến sẽ tiếp tục phát triển mạnh mẽ trong tương lai. Các ngân hàng cần chú trọng đến việc cải thiện giá trị khách hàng để duy trì và mở rộng thị phần. Sự phát triển của công nghệ sẽ mang lại nhiều cơ hội mới cho ngành ngân hàng.

5.1. Xu hướng tương lai trong dịch vụ ngân hàng

Dự báo rằng các ngân hàng sẽ tiếp tục đầu tư vào công nghệ mới như trí tuệ nhân tạo và blockchain để nâng cao trải nghiệm khách hàng.

5.2. Tầm quan trọng của việc tạo giá trị khách hàng

Việc tạo ra giá trị cho khách hàng sẽ là yếu tố quyết định sự thành công của ngân hàng trong môi trường cạnh tranh khốc liệt hiện nay.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Nguyen Xuan Hieu RESOURCE – BASED VIEW OF BANKING WEBSITE SERVICE IN CREATING CUSTOMER VALUE –EVIDENCE FROM VIETNAMESE COMERCIAL BANKS ID: 21120004 MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : [e-mail] UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Nguyen Xuan Hieu RESOURCE – BASED VIEW OF BANKING WEBSITE SERVICE IN CREATING CUSTOMER VALUE –EVIDENCE FROM VIETNAMESE COMERCIAL BANKS ID: 21120004 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr. PHAM NGOC THUY Ho Chi Minh City – Year 2014 TIEU LUAN MOI download : [e-mail] i ACKNOWLEDGEMENT At the first of my thesis, I would like to thank all people who made this thesis possible and an unforgettable experience for my studying. Especially, I would like to send my deep thanks to Dr. Pham Ngoc Thuy - my research supervisor, for her thoughtful guidance and advice, recommendations from research proposal to thesis report. I really appreciate her patience during the whole instructing process for me to be able to complete this study despite some location difficulties. Besides, I would like to thank my friends include my classmates, my co-workers and others whom encouraged and support me completed this thesis. Completing this work would have been all the most difficult were it not for the support and friendship provided by the all of those members. Last but not the least; I would like to thank my family. I also wish thank all people who spent through their time and generous support made this thesis project. I cannot complete this thesis without all those supports. October 2014 Ho Chi Minh City, Viet Nam NGUYEN XUAN HIEU TIEU LUAN MOI download : [e-mail] ii ABSTRACT The banking products and services has developed strongly in recent years, to be delivered to customers quickly, online, 24 consecutive hours per day and 7 days per week. These services do not depend on space and time, through electronic distribution channels and internet access device such as a computer terminal, ATM, POS, telephone, mobile phone . There are many research that investigated the impact of web site design on users’ behavior or the web layout effects on consumer behavior in the context of web retail banking. However, similar studies on banking website in Viet Nam are still limited, this study was expanded by viewing tools of the banking website as alternative human resources in the provision of products and services to the market, there is a specific market Vietnam. The study was carried out with 2 stages, preliminary research to discover, edit and perfect scale of concepts in study's context of research through surveying 20 clients and professionals. Main research is done formally through surveys 250 customers who are using banking website in Vietnam. The results of the data analysis contributes to the body of knowledge by demonstrating the above factors are critical in creating customer perceived value in a developing country context. The implications of the results form is a good basis for providing practical recommendations to leaders of Vietnamese Banks, and directions for further work. Key words: Resource – Based view, Customer perceived value, Usability, Article, Database, Ressposiveness, and Discussion. TIEU LUAN MOI download : [e-mail] iii LIST OF TABLE Table 3.1: Scales used in the questionnaire Table 4.1: Descriptive Statistics of Sample Table 4.2: Reliability analysis results Table 4.3: EFA analysis results for the independent variables after handling Table 4.4: EFA analysis results for the dependent variable Table 4.5: Describe the correlation among variable Table 4.6: Multiple Regressions results of Customer Perceived Value to independent Table 4.7: Hypotheses Testing Results Table 4.8: Summary results of the hypotheses TIEU LUAN MOI download : [e-mail] iv LIST OF FIGURES Figure 2.1: Sai Gon Thuong Tin commercial Join Stock Bank Figure 2.2: Joint stock commercial Bank for Foreign Trade of Vietnam Figure 2.3: Vietnam Bank for Agriculture and Rural Development Figure 2.4: Nam A commercial Join Stock Bank Figure 3.1: Customer use and evaluations of e-banking service value propositions Figure 3.2: Research process needed to achieve the research objectives.1: Research model after testing by EFA Figure 4.2: Multiples Regression Result TIEU LUAN MOI download : [e-mail] v TABLE OF CONTENTS ACKNOWLEDGEMENT . ii LIST OF TABLE . iii LIST OF FIGURES . iv TABLE OF CONTENTS . The structure of thesis . 7 CHAPTER 2: LITERATURE REVIEW . Some basic characteristics of the website interface in Vietnam . Service process and value creation in web site banking website services . Service contentand value creation in web site banking website services. 18 CHAPTER 3: RESEARCH METHODOLOGY . Measurement of variables . Main survey and Data collection . 27 TIEU LUAN MOI download : skknchat@gmail. Exploratory Factor Analysis (EFA) . Multiple Regression Analysis . 29 CHAPTER 4: DATA ANALYSIS . Descriptive Data Analysis . Measurement Scale Assessment . Cronbach Alpha Reliability Analysis . Exploratory Factor Analysis . Testing relationship of independent factors and dependent factor . Testing Assumption of multiple Regressions . Evaluate and test the relevance of the model . Testing hypotheses on the impact of Independent factors on Customer Perceived Value 41 4. Regression analysis results . 48 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS . Contributions of the study . Limitations of Study and Future Research . TIEU LUAN MOI download : [e-mail] 1 CHAPTER 1: INTRODUCTION The introduction chapter identifies the research background, present the problem statement, and introduce the research objectives as well as the scope of research. Furthermore, the research implication is also outline. Research background Vietnam Banking System is in the innovation process towards deeper integration, broader to international financial system area; and gradually implements the standards, and practices as well as international commitments, especially after Vietnam has joined the World Trade Organization. According to the State Bank of Vietnam, at the end of the first quarter of 2014, Vietnam had 48,046,195 bank accounts; 63.17 million ATM cards have been issued (including 61.83 million domestic cards and 6.72 million international cards); 15.3498 Automatic Teller Machine (ATM); 137,774 types of equipment including: Point of Service (POS), Electronic Fund Transfer Point of Service (EFTPOS), Electronic Data Capture (EDC). Vietnam is seen as a major potential market for the development of electronic banking (e-banking), a financial product tech. Since its appeared in Vietnam, online banking service had been round about 10 this year, this services are increasingly popular, attracting more and more users. According to estimates, until the end of 2013, the number of people using the Internet Banking service (IB) has increased by 45%. Vietnam Banking Association said so far, 40 banks have announced deployment IB system at different levels. Electronic commerce (e-commerce) services has been strong growth in recent years and become a hot topic in any public workshop on information technology. E-commerce has TIEU LUAN MOI download : [e-mail] 2 become an inevitable trend of the process of modernization and industrialization. Marketing theory is increasingly moving towards a “service perspective”, whereby value is understood as being created by customers and services are posited as resource inputs in the customers’ value- creation processes (Gro¨nroos, 2006; Vargo and Lusch, 2004, 2008). Ma Weihua, president of Merchant Bank in China, said: "E-commerce has brought to the banking industry weapon to remove the restrictions on the banking business previous and expand the types of new services".E-commerce has become a very important technological advancement for businesses in changing business practices (Brodie et al., 2007; Gonza´lez et al., 2008; Lichtenstein and Williamson, 2006). E-commerce created a new form of competition forced banks to choose the services that customers need, decide the size of the bank branches in the system and expanded the system interbank payment… Facing requests that the bank has for many new services: banking services telephone with telephone PIN number, or voice recognition; banking services by the Internet, the customer’s only need a personal computer with internet connection, then they can trade with banks directly without having to go to the bank. That is the form of a new type of banking, electronic banking, also known as e-banking. The reality in Vietnam also showed the trend of using the electronic services of the bank via the internet or mobile phones become more popular, and do not miss the opportunity, banks are in a "race" aggressively to gain market share on their side. "Pie" electronic banking and foreign banks are interested in and assess the potential is enormous in the context of the growing economy and the needs of the increasing population. Problem statement In many developing countries such as Belgium, France, Canada, the value of non-cash expenses of the population accounts for over 90% of all daily transactions. Meanwhile, in Vietnam, MasterCard's statistics showed that 97% of transactions are paid in cash and 60% of TIEU LUAN MOI download : [e-mail] 3 the population do not have bank accounts. The behavior of consumers by cash is a big problem for banks to deploy online transaction channels in Vietnam. There are many factors that form the habit of storing and using cash of the Vietnamese human but the main reason is the economy is still commodity form with small scale of transactions. Consumers traditionally assess cash means of payment is convenient, easy to store, easy to use, consistent with the habits and mentality of the majority of individuals and organizations. On the banking side, the deployment banking websites service requires some initial investment is relatively large, as well as the ability to maintain continuous investment to have advanced technology, modern infrastructure, the banks not only need experts but also need the staff with highly qualified in direct contact with customers must clearly every services of banking websites to guide the user. Users need to be popular just how convenient transaction and ensuring safe, know how to handle such incidents have forgotten their password, disclosure of personal information. Obviously, most of the banks in Vietnam just stop at providing online services as simple as money transfers, payment online. And the service at higher levels as links for electronic funds, transfer via phone numbers, ect only in the big banks with technological strength. With over 40% of the population uses the Internet, Vietnam is a potential market for applications of electronic payment instruments integrated application of information technology in the banking system. Meet the needs and demands of the increasing use of website banking services is a target of the bank towards Vietnam. Following Grewal and Levy’s (2007) research call for measuring the impact of web site design on users’ behavior, this paper elaborates on Vrechopoulos et al.’s (2004) study investigating web layout effects on consumer behavior in the context of web retail banking. This study was TIEU LUAN MOI download : [e-mail] 4 expanded by viewing tools of the banking website as alternative human resources in the provision of products and services to the market, there is a specific market Vietnam. Although value creation by customers plays a prominent role in e-services, which are characterized by demanding online customers and intense competition (Pires et al., 2006), but not all the banks have sufficient resources to develop e-banking technology to bring the value to their own. In the fiercely competitive environment like the current, technological factors are the bank put on top to make a difference and the highest increase in utility for its customers. In fact, not all the banks can make their technology actually become strengths to bring superior and more modern gadgets to consumers. The difficulty in this playground is to improve the quality of service process as well as the service content of the e-banking system; here are two key points that any bank should have the maintenance and development continuously to be able to put the technology application to the actual, bringing real benefits to consumers. Durkin et al. 348) underline “the importance for banks to achieve a customer-oriented balance between face-to-face relationship-managed activity and online enablement and to understand now this balance varies according to customer and complexity of product”.