Nghiên cứu về các yếu tố ảnh hưởng đến sự giữ chân khách hàng tại ngân hàng ở TP.HCM

Nghiên cứu các yếu tố ảnh hưởng đến sự giữ chân khách hàng tại ngân hàng ở TP.HCM, với bằng chứng thực nghiệm từ ngân hàng trong và ngoài nước.

• Tác giả: Nguyen Quang Minh
• Người hướng dẫn: Dr. Le Nguyen Hau
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Master of Business
• Đề tài: Factors Influencing Customer Retention
• Loại tài liệu: Thesis
• Năm xuất bản: 2015
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ABSTRACT
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Research Background
• 1.2. Research question and research objective
• 1.3. Research delimitation
• 1.4. Thesis structure
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. Customer retention
• 2.2. Relationship quality
• 2.3. Switching barriers
• APPENDIX
• appendix 1. EFA RESULT FOR FIRST TIME RUNNING
• appendix 2. EFA RESULT FOR SECOND TIME RUNNING
• appendix 3. KMO & BARTLETT’S TEST FOR THIRD TIME RUNNING
• appendix 4. EFA FOR INDEPENDENT FACTOR
• appendix 5. MULTIPLE REGRESSION

Tóm tắt

I. Tổng quan về yếu tố ảnh hưởng đến sự giữ chân khách hàng ngân hàng

Sự giữ chân khách hàng ngân hàng là một yếu tố quan trọng trong chiến lược kinh doanh hiện nay. Trong bối cảnh cạnh tranh ngày càng gia tăng, việc hiểu rõ các yếu tố ảnh hưởng đến sự giữ chân khách hàng trở nên cần thiết. Nghiên cứu này sẽ phân tích các yếu tố chính như chất lượng mối quan hệ, rào cản chuyển đổi và sự hài lòng của khách hàng.

1.1. Định nghĩa sự giữ chân khách hàng ngân hàng

Sự giữ chân khách hàng ngân hàng được hiểu là khả năng của ngân hàng trong việc duy trì mối quan hệ lâu dài với khách hàng. Điều này không chỉ giúp ngân hàng tiết kiệm chi phí mà còn gia tăng giá trị thương hiệu.

1.2. Tại sao sự giữ chân khách hàng lại quan trọng

Việc giữ chân khách hàng giúp ngân hàng giảm thiểu chi phí thu hút khách hàng mới, đồng thời tạo ra nguồn doanh thu ổn định từ khách hàng hiện tại.

II. Vấn đề và thách thức trong việc giữ chân khách hàng ngân hàng

Trong ngành ngân hàng, có nhiều thách thức ảnh hưởng đến sự giữ chân khách hàng. Các ngân hàng phải đối mặt với sự cạnh tranh từ các ngân hàng khác và các dịch vụ tài chính mới. Điều này tạo ra áp lực lớn trong việc duy trì khách hàng.

2.1. Cạnh tranh từ ngân hàng nước ngoài

Ngân hàng nước ngoài thường có lợi thế về công nghệ và dịch vụ, điều này khiến ngân hàng nội địa phải cải thiện chất lượng dịch vụ để giữ chân khách hàng.

2.2. Sự thay đổi trong nhu cầu của khách hàng

Khách hàng ngày càng có nhiều lựa chọn và yêu cầu cao hơn về dịch vụ ngân hàng, điều này tạo ra thách thức cho các ngân hàng trong việc đáp ứng nhu cầu của họ.

III. Phương pháp cải thiện sự giữ chân khách hàng ngân hàng hiệu quả

Để cải thiện sự giữ chân khách hàng, ngân hàng cần áp dụng các phương pháp hiệu quả. Các yếu tố như chất lượng dịch vụ, sự hài lòng của khách hàng và rào cản chuyển đổi cần được chú trọng.

3.1. Nâng cao chất lượng dịch vụ

Chất lượng dịch vụ là yếu tố then chốt trong việc giữ chân khách hàng. Ngân hàng cần đảm bảo rằng dịch vụ của họ đáp ứng được mong đợi của khách hàng.

3.2. Tăng cường sự hài lòng của khách hàng

Sự hài lòng của khách hàng có thể được cải thiện thông qua việc lắng nghe phản hồi và điều chỉnh dịch vụ phù hợp với nhu cầu của họ.

3.3. Tạo ra rào cản chuyển đổi

Rào cản chuyển đổi giúp ngân hàng giữ chân khách hàng bằng cách tạo ra những lợi ích mà khách hàng khó có thể tìm thấy ở nơi khác.

IV. Ứng dụng thực tiễn và kết quả nghiên cứu về sự giữ chân khách hàng ngân hàng

Nghiên cứu cho thấy rằng các yếu tố như chất lượng mối quan hệ và rào cản chuyển đổi có ảnh hưởng lớn đến sự giữ chân khách hàng. Các ngân hàng cần áp dụng các chiến lược này để tối ưu hóa sự giữ chân khách hàng.

4.1. Kết quả từ các ngân hàng nội địa

Nghiên cứu cho thấy rằng các ngân hàng nội địa có thể cải thiện sự giữ chân khách hàng thông qua việc nâng cao chất lượng dịch vụ và tạo ra các chương trình khuyến mãi hấp dẫn.

4.2. Kinh nghiệm từ ngân hàng nước ngoài

Ngân hàng nước ngoài thường áp dụng các công nghệ tiên tiến và dịch vụ khách hàng tốt hơn, từ đó tạo ra sự khác biệt trong việc giữ chân khách hàng.

V. Kết luận và tương lai của sự giữ chân khách hàng ngân hàng

Sự giữ chân khách hàng ngân hàng là một yếu tố quan trọng trong chiến lược kinh doanh. Các ngân hàng cần tiếp tục nghiên cứu và áp dụng các phương pháp mới để duy trì và phát triển mối quan hệ với khách hàng.

5.1. Tương lai của ngành ngân hàng

Ngành ngân hàng sẽ tiếp tục phát triển với sự gia tăng của công nghệ và dịch vụ tài chính mới. Các ngân hàng cần thích ứng để giữ chân khách hàng.

5.2. Đề xuất cho các ngân hàng

Các ngân hàng nên tập trung vào việc cải thiện chất lượng dịch vụ và tạo ra các rào cản chuyển đổi để giữ chân khách hàng hiệu quả hơn.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Nguyen Quang Minh Factors Influencing Customer Retention Some Empirical Evidences from Local and Foreign Banks in Ho Chi Minh City MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2015 TIEU LUAN MOI download : [e-mail] UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Nguyen Quang Minh Factors Influencing Customer Retention Some Empirical Evidences from Local and Foreign Banks in Ho Chi Minh City ID: 22130039 MASTER OF BUSINESS (Honours) SUPERVISOR: DR. LE NGUYEN HAU Ho Chi Minh City – Year 2015 TIEU LUAN MOI download : [e-mail] TABLE OF CONTENTS ABSTRACT 1. Research questions and research objective .3 Availability and attractiveness of alternatives . Customer satisfaction and customer retention. Trust and customer retention . Commitment and customer retention . Switching barriers and customer retention . Method of data collection. 24 TIEU LUAN MOI download : skknchat@gmail. Method of data collection. Data analysis method. Assessment of measurement of scale. DATA ANALYSIS AND RESULT .2 Assessment of measurement scales .2 Exploratory factor analysis.1 EFA for independent factors .2 EFA for dependent factors .1 Testing relationship of independent factors & dependent factor .2 Testing Assumption of multiple Regressions .3 Evaluate and test the relevance of the model .4 Comparing foreign banks and local banks . IMPLICATION AND CONCLUSION .4Limitation and further research directions . 51 TIEU LUAN MOI download : [e-mail] APPENDIX 1: EFA RESULT FOR FIRST TIME RUNNING. 73 APPENDIX 2: EFA RESULT FOR SECOND TIME RUNNING . 74 APPENDIX 3: KMO & BARTLETT‟S TEST FOR THIRD TIME RUNNING . 75 APPENDIX 4: EFA FOR INDEPENDENT FACTOR . 76 APPENDIX 5: MULTIPLE REGRESSION . 77 TIEU LUAN MOI download : [e-mail] LIST OF FIGURES Figure 1: Research model . 19 Figure 2: Research process . 21 Figure 3: Revised research model . 37 LIST OF TABLES Table 3.1: Summary of scales for 9 constructs in the model .3: Revised Reliability Analysis .4: EFA result for independent factors .5: EFA result for dependent factor .6: Result of Pearson Correlation .7: Hypothesis testing result .8: Multiple Regressions results of Customer retention to independent .10: Comparing factors between local banks and foreign banks .11: Relationship between Respondents‟ Likelihood of Staying and Bank . 45 TIEU LUAN MOI download : [e-mail] ABSTRACT Customer retention is an important element of any banking strategy in today‟s increasingly competitive environment. To achieve the customer retention strategy, some elements are examined. Among of them are relationship quality and switching barriers. Relationship quality is often seen as the key factor for business building a successful and long-term relationship. In the context of high competitive market place nowadays, relationship quality is often viewed as a central determinant of customer retention. However, the few empirical investigations in this area indicate that relationship quality is only a necessary condition, not enough to keep customer stay with the business. One more factor is given to discuss in this study is switching barriers. Together with relationship quality, we explore how switching barriers help the services suppliers keep their existing customers from changing to another competitor. This research examined these factors in the context of banking industry in Vietnam, a developing country with penetration of many foreign banks through the process of integrate WTO. Customers nowadays have many options to choose which bank they want to cooperate. Therefore, both foreign banks and local banks have to develop their strategies to retain their customers and increase their advantages. TIEU LUAN MOI download : [e-mail] 1 CHAPTER 1: INTRODUCTION This chapter provides a background of information on the present study and its objectives and purposes. It is divided into four sections. The first section presents background of the research, the second part presents the problem statement and its objectives, and the third part presents the scope of study and the final part present the thesis structure.1 Research Background In today‟s highly competitive environment, losing customer is very costly. Researcher concluded that it can be ten times more expensive to attract a customer than to retain an existing one, and the cost of bringing new customer to the level of profitability as the lost one is up to 16 times more (Lindgreen et al. Understanding thoroughly these difficulties, companies are more focusing their strategic effort on customer retention (Berry, 1983; Fornell, 1992). Many studies have been conducted for this issue, and many opinions have been explored for which factors influencing customer retention. Obviously, a key component in any customer retention program is relationship quality (Oliver, 1997). Relationship quality can be defined as customers‟ perception of how well the relationship responds to his/her expectations, aims and demands (Jarvelin & Lehtinen, 1996). From that, they would consider about continuing or terminating with current suppliers. There are many factors that constitute relationship quality. After reviewing the empirical and theoretical literatures, we identified three elements which are commonly claimed to represent as significant components of perceived relationship quality: customer satisfaction (Hendrick, 1988), trust (Rempel, Holmes & Zanna, 1985) and commitment (Adams & Jones, 1997; Lund, 1985). However, for the purpose of keeping customer staying with business longer, the management need to consider other factors helping them to achieve that TIEU LUAN MOI download : skknchat@gmail. In recent studies, switching barriers is a significant element should be mentioned. Follow Jones et al (2000) switching barriers is any factor that makes it difficult or costly for customers to change supplier. Thus, if company desires to develop long-lasting relationships with their customers, it is important for them to understand why dissatisfied customers may or may not switch to other suppliers and how the presence of switching barriers can affect the evaluation of service recovery effort (Yanamandram & White, 2006). In case, businesses know which dimensions are important to customer‟s decision about switching to competitors they can tailor their products to respond more specifically to customer needs. Responding appropriately to customer needs mean that company is likely to retain more customers and build brand loyalty amongst existing customers. Therefore, in an effort to preclude switching and harden long-term working relationships, business suppliers nowadays find many methods to make customers feel satisfied, reinforce their trust and commitment in customers‟ perception and strengthen exit barriers to effectively retain buyers. This research is to identify the interaction effects of relationship quality and switching barriers to customers‟ awareness and decision. We test our model in a continuous purchasing setting, the banking sector. Banking industry is a modern services industry. Especially, becoming a membership of World Trade Organization (WTO) requests Vietnam opening out to foreign investors as their liberalization requirements (Nguyen, 2008). Therefore, the number of foreign-owned financial institutions has been steadily increased. Until now, foreign banks have been growth to 49 branches, which mostly concentrated in Ho Chi Minh city and Hanoi. This is an impression number compared with 2007, the year Vietnam joined WTO, were 5 foreign owned banks. In this highly competitive banking market, foreign banks, however, are at an advantage in comparison with their Vietnamese counterparts. They have better organizational structures, offer more professional services, and enjoy the network across many countries. On the TIEU LUAN MOI download : [e-mail] 3 other hand, local banks also have their own specific strength such as widespread braches, familiar with Vietnamese, and support from State Bank. With more and more diversified customer‟s demand nowadays, banks have to renew themselves and find more effective solutions to attract new customers as well as retain the current ones. That makes the competition between the local banks and foreign banks become more fierce and intensive to stand firm in competitive marker-place. Researching about above factors and how they affect to customer retention greatly contributes to bank‟s strategy.2 Research question and research objective The objective of this study isto identify the effect of relationship quality and switching barriers on customer retention. Particularly: - How many factors constituting relationship quality? How does each of them affect customer retention? - How many factors constituting switching barriers? How does each of them affect customer retention? - Which factor will influence customer retention most? 1.3 Research delimitation This study focuses on retail customers at local banks and foreign banks in Ho Chi Minh City. The candidates for this research usually use banking services on routine life. Young people under 18 years old who do not have much income and can not make individual financial decisions are not chosen to be respondent. Hence, this sample can not represent for Vietnam nationwide. Furthermore, there are four factors including satisfaction, trust, commitment, and switching barriers being explored.4 Thesis structure This thesis is organized as follows: TIEU LUAN MOI download : [e-mail] 4 - Chapter 1 introduces the background view, research problems, research objectives, research question, research delimitation and thesis structure. - Chapter 2 introduces research model and its hypotheses as well as its literature review. - Chapter 3 illustrates the methodology conducted in this paper. - Chapter 4 presents research results is based on data collected. - Chapter 5 summarizes the research result, provide the findings, limitation and recommendations. TIEU LUAN MOI download : [e-mail] 5 CHAPTER 2: LITERATURE REVIEW In this chapter, theoretical background and review on previous studies are presented. This chapter includes three sections. The first section is theoretical review relating to relationship quality and switching barriers and customer retention. The second describes the hypothesis development among them for this research. The last section presents research model.1 Customer retention Several explanations have been offered in previous studies for customer retention. According to Jones et al (2000), customer‟s retention is an activity that selling organization undertakes in order to reduce customer defection. It is a result of a kind repetitive behaviour ultimately aims at achieving customer loyalty (Liu & Wu, 2007). Customer retention can be viewed as a measurement of relationship continuation also. It is a significant area of study in the field of relationship marketing that is mainly concern with keeping customers in the long term (Gronroos, 1997). Therefore, customer retention is potentially an effective tool that business can use to gain a strategic advantage and survive in today‟s highly competitive market place (Thomas, 2001; Clayton-Smith, 1996; Dawkins & Reichheld, 1996). Many studies insist on the benefits of customer retention in improving firm value (Hidalgo et al. Keeping the customer has become as well as, if not more important, than creating a new customer. It is gradually recognized that customer can be managed overtime as they have a life-cycle from acquirement, retaining and can be grown in value (Ang & Buttle, 2006). Successful customer retention begins with the first contract an organization has with customer and continues throughout the entire timeline of a relationship. In addition, the longer TIEU LUAN MOI download : [e-mail] 6 term customers buy more and, if satisfied, may generate positive word-of-mouth promotion for the company. Besides the benefits that the longevity of customers brings, research finding also explores that the cost for customer retention activities are less than the cost of acquiring new customers. It can be five times as costly as keeping existing customers like Rust and Zahorik‟s research (1993), or even ten times costly like Lindgreen‟s research (2000). Obviously, this cost is higher with every passing day. Most business declares that creating and maintaining customer relationships are important to them and they are aware of the positive values that relationship provides (Colgate et al. With each additional year of relationship between the supplier and customer, the customer becomes less costly to serve because of learning effects and decreased serving costs (Reichheld & Sasser, 1990; Turnbull, 1990). The replacement costs will fall also since fewer customers churn. From there, the stability of income and expense are improved and developed. With all above advantages, for manager to compete successfully in today‟s marketplace, it is a key priority to develop a smart and profitable customer retention strategy to keep their existing customers and making more profit from them (Weinstein, 2002).