Chng 1

Phn tch mc hi lng ca khch hng i vi dch v th ti cc NHTM Vit Nam.

Chng 1

C S L LUN CHUNG V CC DCH V TH CA CC NHTM VIT NAM1.1 KHI NIM V TH THANH TONi vi th thanh ton c nhiu khi nim din t n, mi mt cch din t nhm lm ni bt ni dung no . Sau y l mt s khi nim v th thanh ton:

- Th thanh ton (th chi tr) l mt phng tin thanh ton tin mua hng ha, dch v hoc c th dng rt tin mt ti cc Ngn hng i l hoc cc my rt tin t ng.

- Th thanh ton l mt loi th giao dch ti chnh c pht hnh bi Ngn hng, cc T chc ti chnh hay cc Cng ty.

- Th thanh ton l mt phng tin thanh ton khng dng tin mt m ngi ch th c th s dng rt tin mt hoc thanh ton tin mua hng ha, dch v ti cc im chp nhn thanh ton bng th.

- Th thanh ton l phng thc ghi s nhng s tin cn thanh ton thng qua my c th phi hp vi h thng mng my tnh kt ni gia Ngn hng/T chc ti chnh vi cc im thanh ton (Merchant). N cho php thc hin thanh ton nhanh chng, thun li v an ton i vi cc thnh phn tham gia thanh ton.

Tm li: cc cch din t trn iu phn nh ln y l mt phng thc thanh ton m ngi s hu th c th dng thanh ton tin mua hng ha dch v hay rt tin mt t ng thng qua cc my c th hay cc my rt tin t ng.1.2 C IM CU TO CA TH

T khi ra i cho n nay, cu to ca th tn dng c nhng thay i kh ln nhm tng an ton v tnh tin dng cho khch hng. Ngy nay, vi nhng thnh tu ca k thut vi in t, mt s loi th c gn thm con chip in t nhm tng kh nng ghi nh thng tin v tnh bo mt cho th.

Hu ht cc loi th thanh ton ngy nay u c cu to bng nha cng (Plastic), c kch c 84mm x 54mm. Th c thit k gm c 2 mt: mt trc v mt sau; trn mi mt th c cha cc thng tin sau:

* Mt trc ca th bao gm:

- Tn, biu tng th v huy hiu ca cc t chc php hnh.

- S th: l s dnh ring cho mi ch th. S ny c dp ni trn th v s c in li trn ha n khi ch th i mua hng. Ty theo tng loi th m c s ch s khc nhau v cch cu trc theo nhm cng khc nhau.

- Ngy hiu lc ca th: l thi hn m th c lu hnh.

- H v tn ca ch th.

- S mt m t pht hnh (ch c th AMEX)

* Mt sau ca th bao gm:

- Dy bng t c kh nng lu tr nhng thng tin nh: s th, ngy hiu lc, tn ch th, tn Ngn hng pht hnh, s PIN.

- Bng ch k mu ca ch th.

Nhn bit th ATM:* Cc yu t mt trc ca th

- (1) Tn ngn hng pht hnh.

- (2) Tn th.

- (3) S th dp ni.

- (4) Ngy bt u c hiu lc s dng.

- (5) Hng th.

- (6) Tn ch th.

* Cc yu t mt sau ca th

- (a) Thng tin v s in thoi dch v khch hng ca ngn hng pht hnh th.

- (b) Bng t.

- (c) Bng ch k mu trng.

- (d) Biu tng ca cc NHTM in chm.

- (e) Thng tin v vic s dng th theo hp ng k kt.1.3 PHN LOI TH THANH TON

C nhiu cch phn loi th thanh ton: phn loi theo cng ngh sn xut, theo ch th pht hnh, theo tnh cht thanh ton ca th, theo phm vi lnh th

a) Phn loi theo cng ngh sn xut: c 3 loi

Th khc ch ni (EmbossingCard): da trn cng ngh khc ch ni, tm th u tin c sn xut theo cng ngh ny. Hin nay ngi ta khng cn s dng loi th ny na v k thut qu th s d b gi mo.

Th bng t (Mapnetic Stripe): c sn xut da trn k thut t tn vi mt bng t cha hai rnh thng tin mt sau ca th. Th ny c s dng ph bin trong 20 nm qua, nhng bc l mt s nhc im:

- Kh nng b li dng cao do thng tin ghi trong th khng t m ha c, ngi ta c th c th d dang bng thit b gn vi my vi tnh.

- Th mang tnh thng tin c nh, khng gian cha d liu t, khng p dng c k thut m ha, bo mt thng tin

Th thng minh (Smart Card): l th h mi ca th thanh ton, th thng minh da trn k thut vi x l tin hc nh gn vo th chip in t c cu trc ging nh mt my tnh hon ho. Th thng minh an ton v hiu qu hn th bng t do chip c th cha thng tin nhiu hn 80 ln so vi dy bng t.

b) Phn loi theo tnh cht thanh ton th:

- Th tn dng (Credit Card): l loi th c s dng ph bin nht, theo ngi ch th c php s dng mt hng mc tn dng khng phi tr li mua sm hng ha, dch v ti nhng c s kinh doanh, khch sn, sn bay chp nhn loi th ny. Gi y l th tn dng v ch th c ng trc mt hn mc tiu dng m khng phi tr tin ngay, ch thanh ton sau mt k hn nht nh. Cng t c im trn m ngi ta cn gi th tn dng l th ghi n hon hiu (Delayed Debit Card) hay th tr chm.

- Th ghi n (Debit Card): y l loi th c quan h trc tip v gn lin vi ti khon tin gi. Loi th ny khi s dng mua hng ha hay dch v, gi tr nhng giao dch s c khu tr ngay lp tc vo ti khon ca ch th thng qua nhng thit b in t t ti ca hng, khch sn Th ghi n cn c s dng rt tin mt ti my rt tin t ng.

Th ghi n khng c hn mc tn dng v n ph thuc vo s d hin hu trn ti khan ca ch th. C 2 loi th ghi n c bn:

+ Th online: l loi th m gi tr nhng giao dch c khu tr ngay lp tc vo ti khon ch th.

+ Th offline: l loi th m gi tr nhng giao dch c khu vo ti khon ch th sau vi ngy.

- Th rt tin mt (Cash card): l loi th rt tin mt ti cc my rt tin t ng hoc Ngn hng. Vi chc nng ring bit ch dng rt tin, yu cu t ra i vi loi th ny l ch th phi k qu tin gi vo ti khon ngn hng hoc ch th c cp tn dng thu chi mi s dng c. C 2 loi th rt tin:

+ Loi 1: ch rt tin ti nhng my rt tin t ng ca Ngn hng pht hnh.

+ Loi 2: c s dng rt tin khng ch Ngn hng pht hnh m cn c s dng rt tin cc Ngn hng cng tham gia t chc thanh ton vi Ngn hng pht hnh th.

c) Phn loi theo phm vi lnh th:

- Th trong nc: l th c gii hn trong phm vi mt quc gia, do vy ng tin giao dch phi l ng bn t ca nc .

- Th quc t: y l loi th c chp nhn trn ton th gii, s dng cc ngoi t mnh thanh ton.

d) Phn loi theo ch th pht hnh:

- Th do Ngn hng pht hnh ( Bank Card): l loi th do Ngn hng pht hnh gip cho khch hng s dng mt s tin do Ngn hng cp tn dng.

- Th do t chc phi ngn hng pht hnh: l loi th du lch v gii tr ca cc tp on kinh doanh ln hoc cc Cng ty xng du ln pht hnh nh Diner Club, Amex1.4 QUAN NIM V DCH V KHCH HNGQuan nim v dch v khch hng ca mi doanh nghip l khng ging nhau, v s phn nh mi quan h ca mt doanh nghip vi khch hng. Nu ch ngh dch v khch hng n thun l vic cung cp nhng g khch hng yu cu, chc chn ch doanh nghip s gp phi nhng kh khn trong vic lm hi lng nhng khch hng kh tnh. Tuy nhin, nu c cch hiu rng hn v ngha ca dch v khch hng, l vic to cho khch hng s hi lng, p ng nhng nhu cu kh nm bt hn, ng thi xy dng mt dch v khch hng ngay trong ni b cng ty th chc chn doanh nghip s c u th hn i th ca mnh trong vic cung cp dch v chm sc khch hng.Khi khch hng tip xc v lm vic vi cc nhn vin trong doanh nghip, thc cht h ang c nhng nh gi nht nh hay ang cho im cht lng dch v ca doanh nghip, th hin qua 6 im c bn sau:

- S thn thin ca nhn vin.- Thu hiu, cm thng v lun lng nghe nhu cu ca khch hng.- Nhn c s i x cng bng.- c t v tr trung tm trong hot ng kinh doanh ca doanh nghip.- c cung cp thng tin v sn phm, chnh sch, th tc,

- C c nhiu chn la v sn phm hay cc hnh thc phc v.

Khch hng lun c nhng yu cu cao, v ngoi nhng tiu chun c bn ni trn, d nhin vn cn rt nhiu tiu chun khc na tu lnh vc hot ng ca doanh nghip v i khi nhu cu ca khch hng cng thay i tu theo s thch ca tng c nhn hay thm ch thay i theo thi gian.

nm bt c nhu cu ca khch hng, doanh nghip phi bit c khch hng ca mnh l ai. Thng thng, doanh nghip ch gii hn khi nim khch hng l nhng ngi lm n bn ngoi vi cng ty. Thc t, mi mt nhn vin lm vic trong mt cng ty u c khch hng ring, khng phn bit l ngi tiu dng sn phm v em li li nhun cho doanh nghip, hay ch n gin l mt ng nghip ca nhn vin ti ni lm vic. Nh vy, khch hng bao gm khch hng bn ngoi v khch hng ni b ca cng ty.

Khch hng bn ngoi - y l nhng ngi thc hin cc giao dch vi doanh nghip, bng nhiu hnh thc: gp g trc tip, giao dch qua in thoi hay giao dch trc tuyn. y chnh l cch hiu truyn thng v khch hng, khng c nhng khch hng nh th ny, doanh nghip cng khng th tn ti.

Bn cnh nhng khch hng ny, cn c nhng khch hng ni b: nhn vin chnh l khch hng ca doanh nghip, v cc nhn vin cng chnh l khch hng ca nhau. V pha doanh nghip, h phi p ng c nhu cu ca nhn vin, c nhng chnh sch nhm pht huy lng trung thnh ca nhn vin. Bn cnh , gia cc nhn vin cng cn c s quan tm, gip ln nhau trong cng vic.

Bng cch m rng khi nim v khch hng cng nh dch v khch hng, doanh nghip s c th to ra mt dch v hon ho hn bi ch khi no doanh nghip c s quan tm ti nhn vin, xy dng c lng trung thnh ca nhn vin, ng thi, cc nhn vin trong doanh nghip c kh nng lm vic vi nhau, quan tm p ng nhu cu v lm hi lng ng nghip, th h mi c c tinh thn lm vic tt nht, mi c th phc v cc khch hng bn ngoi ca cng ty mt cch hiu qu, thng nht.Chng 2PHN TCH MC HI LNG CA KHCH HNG V NHNG RI RO CA TH

2.1 MC QUAN TRNG CA CC TIU CH KHI LA CHN S DNG TH CA CC NHTM VIT NAM.

Ngy nay, th c nhiu ngn hng pht hnh nn khch hng lun c s so snh v cc tiu ch nh ph dch vu, mc an ton hay uy tn gia cc ngn hng vi nhau. T h mi quyt nh s s dng dch v do ngn hng no pht hnh. Sau y l thng k m t mc hi lng ca cc tiu ch la chn s dng th khi n vi cc NHTM Vit Nam. T kt qu phng vn trc tip 60 khch hng ta c s liu phn tch tnh hnh ny qua bng 1 nh sau:

Bng 2.1: THNG K M T MC HI LNG CA CC TIU CH LA CHN S DNG TH CA CC NHTM VIT NAMMc Uy tn S lng my ATMHin iTh tc d dngAn tonKhuyn miNhn VinV TrDch vMng Li

100001,71,7001,70

21,71,710,01,7025,005,03,30

36,718,323,330,011,738,331,731,743,320,0

420,023,333,341,730,013,335,036,730,031,7

571,753,330,023,356,718,330,023,321,748,3

Mean4,624,333,863,904,403,223,983,813,674,28

Mode5544534435

( Ngun: X l s liu iu tra bng phn mm SPSS)Ghi ch: 1: Hon ton khng quan trng ( 5: Rt quan trng

Hnh 2.1: mc hi lng ca cc tiu ch nh hng n quyt nh s dng th

Ghi ch: 1: Hon ton khng quan trng ( 5: Rt quan trng

Theo bng 1, phn ln cc tiu ch u nh hng n quyt nh chn dch v th ca cc NHTM u c mc quan trng cao. Mc quan trng y c o lng bng thang o Likert t 1 l hon ton khng quan trng n 5 l rt quan trng. y mc quan trng thp nht l 3,22 im v cao nht l 4,62 im.

Mc hng u khi la chn ca khch hng chnh l uy tn ca ngn hng pht hnh vi trn 91,7% khch hng quan tm v c mc rt quan trng nh hng n quyt nh chn s dng th ca khch hng (vi mc im trung bnh l 4,62 im).

Mc th 2 c nhiu khch hng quan tm l mc an ton, bo mt thng tin ca ngn hng pht hnh chim t l 86,7% v mc quan trng ca yu t ny n quyt nh hi lng ca khch hng trung bnh t 4,40 im.

Mc v s lng my ATM v mng li ngn hng rng khp cng c kh nhiu khch hng quan tm vi t l trn 76% v c nh gi vi mc rt quan trng im trung bnh l trn 4,2 im.

Cn cc mc khc lin quan n sn phm th hay ngn hng pht hnh nh mc hin i ca my ATM, th tc d dng (nh lm th, d dng trong cc giao dch), chng trnh khuyn mi hp dn, tc phong lm vic ca nhn vin, v tr giao dch thun li, c nhiu loi hnh dch v phong ph ch chim mc nh hng n quyt nh hi lng ca khch hng vi mc im trung bnh t khong 3,22 im.Nh vy, c th ni uy tn ngn hng, mc an ton, bo mt thng tin ca ngn hng, s lng my ATM v mng li ngn hng rng khp chnh l 3 nhn t chnh cho vic ra quyt nh ca khch hng. Ngy nay, khch hng lun c yu cu cao i vi dch v m h la chn, khng ring vi th m cc dch v khc ca Ngn hng nh huy ng vn, thanh ton quc t Bi ngy cng c nhiu ngn hng tham gia vo th trng tin t, khch hng c nhiu la chn hn. Chnh v th, khch hng cng cn nhc k hn cho quyt nh ca mnh tht s hi lng vi s la chn .

Khi chn dch v th ca cc NHTM th thi gian gn b lu di ra sao? iu ny cn ty thuc vo nhiu yu t cng nh phng thc m cc NHTM a ra nhm thu ht khch hng qua thi gian s dng dch v. Thi gian s dng th ca khch hng th hin qua bng 5 nh sau: Bng 2.2: THI GIAN S DNG TH CA KHCH HNGTiu chTn s%

< 6 thng35,0

6 thng n 1 nm1118,3

1 n 2 nm1118,3

> 2 nm3558,3

Tng cng60100,0

(Ngun: s liu iu tra ca tc gi, 12/2012)

Hnh 2.2: thi gian s dng th ca khch hng

Nhn chung bng 2 khch hng c thi gian s dng trn 2 nm chim t l cao. y l nhng khch hng trung thnh vi th ca cc NHTM. Tuy s khch hng cn li c thi hn s dng thp hn hai nm l do h ch mi s dng dch v trong thi gian gn y. Nu cm nhn c s hi lng, cng nh cht lng dch v v cc phng thc thu ht khch hng t cht lng tt th h cng tip tc gn b lu di vi cc NHTM.2.2 MC QUAN TRNG CA CC NGUN THNG TIN N QUYT NH S DNG TH CA KHCH HNG TI CC NHTM VIT NAM.

Sau khi tm hiu v mc quan trng ca cc tiu ch khi s dng th ca cc NHTM, vy do u m khch hng bit n cc sn phm ca cc NHTM. Liu y c phi l do uy tn ngn hng hay do chnh sch marketing hiu qu gip nhiu ngi ngh ngay n cc NHTM? Kt qu phng vn 60 khch hng s gip ta hiu r thm v mc quan trng ca cc ngun thng tin nh hng n quyt nh s dng th ca khch hng ti cc NHTM.Bng 2.3: THNG K M T MC QUAN TRNG CA CC NGUN THNG TIN N QUYT NH S DNG TH CA KHCH HNG TI CC NHTMMc Bn b, ngi thnC quanTip thT n Ngn hngQung coBo chKhc

1011,78,36,73,31,718,3

213,320,031,723,321,715,031,7

348,325,023,343,348,355,05,0

411,78,315,06,76,713,35,0

518,320,03,313,31,73,35,0

Mean3,383,062,672,962,783,022,18

Mode3323332

(Ngun: X l s liu iu tra bng phn mm SPSS)Ghi ch: 1: Hon ton khng quan trng ( 5: Rt quan trng

Hnh 2.3: mc quan trng ca cc ngun thng tin nh hng n quyt nh s dng th ca khch hngQua bng 3 cho thy mc quan trng ca cc ngun thng tin i vi quyt nh chn dch v th ca cc NHTM. Theo bng 3 th ngun thng tin t bn b, ngi thn chim im trung bnh cao nht l 3,38 im vi gn 80% khch hng tr li phng vn cho rng y l ngun thng tin quan trng. Hn ai ht bn b, ngi thn l nhng ngi rt ng tin cy. H cng l nhng ngi lm cng tc marketing hu hiu cho ngn hng vi kinh nghim ca ngi s dng dch v th. Cc ngun tin t c quan, bo ch cng c mc quan trng cao t trn 3,02 im. C th ni cc NHTM nh Vietcombank, Vietinbank. c u im l c thng hiu lu i nn uy tn ca Ngn hng c nhiu ngi bit n, nhiu khch hng ch ng tm n Ngn hng, km theo s hng dn nhit tnh ca cn b nhn vin ngn hng gip khch hng hiu r hn v dch v th v d dng ra quyt nh c chn s dng th do cc NHTM pht hnh hay khng? Bn cnh ngun tin t qung co, bo ch, internet cng c mc quan trng khng t. Vi thi bui cng ngh th tm kim thng tin trn internet li c nhiu ngi ch v t tn km v nhanh chng. i vi ngun tin t c quan gii thiu v ngun tin khc th t quan trng hn. Dch v th xut pht t nhu cu ca mi ngi nn h tm thng tin t nhiu ngun khc nhau. Qua cuc kho st cho thy mc quan trng ca ngun thng tin nh hng n quyt nh ca khch hng, t cn c bin php marketing cho ph hp gip khch hng nm c thng tin mt cch nhanh nht v chnh xc nht.2.3 MC CH CA VIC S DNG TH

Khi n vi dch v th ca cc NHTM, khch hng thng s dng th vo mc ch g? Cng dng ca th c p ng ht nhu cu s dng th ca khch hng khng? Bng 4 sau y l thng k v mc ch s dng th ca cc khch hngBng 2.4: MC CH CA VIC S DNG TH CA CC NHTMTiu chS lng/60 muT l (%)

Rt tin5998,3

Chuyn khon3456,7

Thanh ton hng ha, dch v2541,7

Khc4

(Ngun: s liu iu tra ca tc gi,12/2012)Khch hng c th s dng th vi nhiu mc ch. Nhng khi rt tin hay thanh ton hng ha dch v th u mang n cho Ngn hng nhng khon ph nh: ph ti chnh (i vi th tn dng), ph rt tin mt Trong s khch hng tham gia tr li phng vn th phn ln khch hng s dng th ca cc NHTM rt tin mt t 98,3% v 56,7% khch hng s dng vi mc ch chuyn khon. Hin nay, thc hin ch th 20 v chi tr lng qua ti khon ca Th tng Chnh Ph, v th vic nhn lng qua ti khon c p dng cho th ATM ca cc NHTM, chnh iu ny lm cho khch hng s dng th vi mc ch rt tin mt chim t l cao. Vi tiu ch dng th thanh ton hng ha, dch v th t l ch t 41,7% (tng ng 25/60 ngi c phng vn) iu ny chng t thi quen dng tin mt ca ngi dn vn cha th thay i, ngn hng nn c nhng phng thc thu ht khch hng s dng th thanh ton tin nhiu hn. Thanh ton tin y c th hiu l thanh ton ti cc ni c chp nhn thanh ton bng th. Vic s dng th c th thc hin Thnh ph H Ch Minh, hu ht Vit Nam v ngay c khi nc ngoi. Khch hng khng cn phi tr tin ngay khng quan tm n s d hin ti trong ti khon c thanh ton tin hay khng. y cng gp phn hn ch phn no lng tin mt lu thng ra th trng v hn ch c ri ro v tin gi. Th cn th hin tnh hin i ca mnh khi khch hng c th la chn mua hng v thanh ton tin ngay ti nh thng qua mng Internet m khng cn phi n trc tip ca hiu tr tin. Hnh ng ny c p dng rng ri nhiu nc trn th gii, v ngy nay Vit Nam cng ang ha nhp chung vi nn kinh t th gii nn vic s dng th ni a tn dng quc t cng dn tr nn quen thuc i vi ngi dn Vit Nam.2.4 MC HI LNG CA KHCH HNG I VI DCH V TH CA CC NHTM VIT NAM.

Khi n vi dch v th ca cc NHTM khch hng lun c mc ch chnh cho vic s dng ca mnh, th nhng th ca cc NHTM c p ng tt cc nhu cu s dng ca khch hng cha? Khch hng c tht s hi lng v b thu ht vi cc tiu ch nh mng li chp nhn th hin nay hay hn mc s dng thQua phn tch t ngun thng tin s cp phng vn 60 khch hng ta c kt qu v mc thu ht khch hng i vi dch v th ca cc NHTM th hin qua bng 5 nh sau:Bng 2.5: THNG K TNG HP MC THU HI LNG HNG I VI DCH V TH CA CC NHTMMc Uy tn Ngn hngMng li chp nhn thBiu ph pht sinhS hiu bit ca nhn vinTnh snh iu

1000013,3

21,7013,33,330,0

38,310,053,328,331,7

421,740,023,335,010,0

568,350,010,033,315,0

Mean4,574,403,303,982,83

Mode55343

(Ngun: X l s liu iu tra bng phn mm SPSS)

Hnh 2.4: mc hi lng khch hng i vi dch v thBng 5 cho ta thy mc thu ht khch hng c nh gi thng qua nhiu tiu ch nh sau:

- V uy tn ngn hng v mng li chp nhn th hin nay ca cc NHTM nh vietcombank, vietinbank. c th ni mang li phn no hi lng v thu ht cho khch hng khi hn 90% s khch hng tr li phng vn vi mc 5. Hin ti, mng li thanh ton ca cc NHTM c n gn 10.000 n v chp nhn th (VCNT) vi cc loi hnh a dng nh nh hng, khch sn, ca hng m phm, siu th S im chp nhn th thanh ton Thnh Ph H Ch Minh ngy cng c m rng, c th trong 3 nm gn y s lng chp nhn th tng thm gn 100 n v. Trc nhng bc tin ca dch v th th khch hng cng cm thy thu ht hn i vi dch v. Tuy nhin, vic thanh ton th thng c thc hin cc thnh ph ln, nhng ni xa xi, ho lnh cn nhiu iu hn ch, khi y tin mt vn cn c s dng. Do vic s dng v thanh ton bng th c thc hin d dng v nhanh chng, cn gia tng m rng n v chp nhn th. Vic ny khng ch em li s hi lng v thu ht cho khch hng ca cc NHTM m i vi nhng ai ang s dng th ca bt k ngn hng v quc gia no.

- V biu ph pht hnh v s dng th: a s s lng khch hng b thu ht v biu ph m Ngn hng cc NHTM ang p dng, tuy nhin mc cha cao khi mc trung bnh ch t 3,30 im. Do c 1 s t ngi vn cha tht s b thu ht, bi h vn phi tr ph khi s dng dch v. Biu ph dch v c nh hng trc tip n s tin m khch hng phi tr cho Ngn hng. Do , khch hng c xu hng cn nhc ph dch v gia mt s Ngn hng trc khi quyt nh tham gia pht hnh th.

- V s hiu bit v thi phc v ca nhn vin ngn hng cng l yu t nh hng n mc thu ht cc khch hng. Theo kho st th c n 68,3% khch hng bi thu ht. Vi trnh chuyn mn ca nhn vin 4 trn i hc v 152 nhn vin c trnh i hc, qua cc lp bi dng nghip v gip cho nhn vin c thm nhiu kin thc mi bi cng ngh khng ngng pht trin, i hi trnh tip thu v ng dng cng ngh vo cc dch v ngn hng cng nh i vi cc quy trnh thanh ton hin i nh ngy nay. Bn cnh cng vi s nhit tnh ca mt nhn vin khi tip xc vi khch hng vi li ni trang nh, lch thip cng lm cho thu ht khch hng khi n vi cc NHTM. Qua cng tng thm uy tn i vi khch hng, c th thu ht khch qua cc dch v th v cc dch v khc nh tin gi tit kim, chuyn tin quc t hay khi cn vn c th n vi cc NHTM. Chnh khch hng l ngi em li li nhun cho Ngn hng. V th lm hi lng v thu ht khch hng bng hnh nh v cch giao tip ca nhn vin l rt quan trng. Nhn chung, qua cc tiu ch nh gi, qua cc kt qu thu c cho thy mc thu ht khch hng i vi dch v th ca cc NHTM, vi mc nh gi chung t 3,98 im. Tuy a phn khch hng ang s dng cm thy hi lng vi nhng phng thc thu ht khch hng nhng cc NHTM cn c bin php hot ng t hiu qu v thu ht thm nhiu khch hng.

- V tnh snh iu th y cng l mt phn nh thu ht khch hng, theo kho st th mc thu ht ch mc trung bnh l 2,83 im. a s khch hng khi c phng vn th h ch tp trung vo nhng nhn t ch yu v thit thc nh: mc hin i ca ATM, mng li chp nhn th, biu ph pht sinh ch mt s t khch hng tr li quan tm v tnh snh iu ca th l nhng khch hng tr tui (hc sinh, sinh vin) nn y c xem l dng khch hng tim nng. Chnh v vy, trong thi gian ti nng cao s thu ht khch hng s dng dch v th th tnh snh iu ca th cn c quan tm thm.2.5 MT S RI RO CA TH.2.5.1 Th gi

y l ri ro ph bin trn th gii hin nay v cng l loi ri ro gy ra tn tht ln nht i vi cc t chc th quc t, th ni a v cc ngn hng pht hnh th.

Mc d th gi mo th l hnh vi phm php nhng th gii loi ti phm ny ngy cng ph bin. T nm 1998, i Loan l mt trong s cc vng t ha u tin ca bn la gt th tn dng. T l la o bng th tn dng gi Chu hin nay bng phn na so vi M, nhng pht trin nhanh. Cc nn nhn (cc ch th) nhiu nht l ngi Nht v th c hn mc tn dng cao v lut chng lm th gi ca Nht lng lo. Th tn dng lin quan n nn nhn Nht tng ln 45% trong ba nm qua. V ngay c ti Hoa K, ni c trnh khoa hc k thut cao v khng thiu phng tin hin i, ngi ta a ra li cnh bo thn trng Gian ln thanh ton th tn dng ang c nguy c xi mn ngun thu nhp ca ngn hng thng mi.

Vic lm th gi rt a dng: t n gin l ly cp n phc tp l lm th mt cch tinh vi.

Trc y vic lm th gi thng ri vo trng hp mt s t chc sn xut th pht hnh mu th khng c hnh nh v ch k ca ch th. K li dng bng cch ci t chng trnh ti mt my vi tnh ni mng Internet l c th ghi li ton b thng tin cn thit v khch hng lu gi ti ngn hng, d liu ca mt ch ca hng no . Sau khi nm c tn tui, ti khon, s th, k s lp mt th gi c hnh thc ging nh th tht, ch khng gi c bng t tnh pha sau mt th. Loi th gi ny s li dng s h ca cc c s chp nhn th khi c th bng my c tay m khng kim tra li. Cng c hnh thc lm gi dy bng t tnh mt sau ca th vi y thng s b mt ca th c m ho. Loi th gi ny c th qua mt my c th in t v kh ph bin cc nc pht trin.

Vit Nam tuy hot ng th ch pht trin trong mt vi nm gn y nhng tnh trng gian ln th cng ht sc ng bo ng. V nguyn nhn dn n tnh trng s dng v thanh ton th gi ti Vit Nam l:

- S gia tng ca lng khch quc t vo Vit Nam trong nhng nm qua ko theo s gia tng i tng s dng th gi t nc ngoi vo Vit Nam s dng. Nhng i tng ny thng s dng ti cc ca hng bn ngoi ngn hng v ni nhn vin khng c trnh chuyn mn cao do h khng pht hin c. Cc lnh vc i tng s dng th gi thng lui ti l cc ca hng vng bc, my ATM

- Mt s ngn hng cha ch trng n vic hng dn n v chp nhn th cc bin php nhn dng cc trng hp s dng th gi mo thanh ton.

- Cc n v chp nhn th cha nhn thc c ri ro c th xy ra khi chp nhn thanh ton bng th. V vy, mt s trng hp cha tun theo cc th tc chp nhn thanh ton th do ngn hng hng dn.

- Khoa hc - k thut ngy cng pht trin v c p dng vo mi lnh vc ca cuc sng, trong c lnh vc th, gp phn a phng thc thanh ton bng th tr nn hin i hn. Nhng cng vi nhng thnh tu do ngnh cng ngh thng tin mang li l ni lo ca cc t chc th quc t v cc ngn hng pht hnh th do phi thng xuyn i ph vi cc trng hp lm th gi ca cc t chc ti phm c quy m ln v s dng cc k thut cng ngh cao, tinh vi sao chp d liu c lu tr trong th tht, thm nhp c s d liu ca cc ngn hng pht hnh th.2.5.2 Mua hng qua mng bng th

Vit Nam ang pht trin mt nn thng mi in t, v vy vic mua bn hng ho ngy cng ph bin. Tuy nhin, cc ch th c th gp ri ro khi mua hng bng cch ny.

V phng din ngi mua hng trn Internet: khi chn phng thc thanh ton bng th khch hng c yu cu nhp s th ca mnh, ngy ht hn, tn ch th vo mc thanh ton ca website m khng cn nhp s PIN. Nhng cng t vic ny lm ny sinh vn l nu mt ngi no s dng thng tin trn th ca ch th tht mua sm trn mng th cc t chc bn hng trn th khng th xem mt khch hng ca mnh l ai. Trong nhng trng hp , vic mua bn c tin hnh gia hai ngi bn v mua vi s th tht nhng li l ca mt ngi khc. Do , ch th phi cn thn trong vic s dng th ca mnh nu khng th s c nhng chuyn ng tic xy ra.

Cc t chc bn hng trn mng Internet khng phi tt c u l hp php v lm n chn chnh. Nu khch hng khng tm hiu k ni bn hng v xem trang Web c ng tin cy khng m vi vng cung cp s th th rt c th khch hng s b mt tin m khng nhn c hng mnh t mua. Trong thc t c rt nhiu trng hp b mt tin mt cch oan ung nh vy.

2.5.3 Ch th mt kh nng thanh ton

Bn cht ca th tn dng l ch th c ngn hng cp trc mt hn mc tn dng tu theo mc thu nhp, uy tn ca ngi . Do ri ro s rt cao nu ch th mt kh nng thanh ton li cho ngn hng pht hnh th.

Vit Nam, vic cp s dng th tn dng thng c cc ngn hng pht hnh th chia ra lm 2 trng hp cp th: k qu m bo thanh ton v trng hp tn chp.

- Trng hp lm th k qu thanh ton: khi khch hng ng k lm th tn dng, khch hng phi k qu mt s tin mt hoc giy t c gi tng ng hoc bng 110% hn mc s dng m ngn hng cp cho khch hng. Vic k qu nhm m bo cho ngn hng thu li vn khi khch hng s dng th mt kh nng thanh ton.

- Trng hp lm th tn chp: cn c vo thng tin v cc chng t do khch hng c nhu cu lm th cung cp, ngn hng s xt v cp trc mt hn mc s dng cho khch hng. i tng c a s cc ngn hng cp tn chp l nhng ngi c thu nhp cao v n nh nh: bc s, k s, gio vin, trng hoc ph phng i din cng ty nc ngoi, ban lnh o cng ty, hoc c th bo lnh ca nhng ngi c uy tn, hay c lch s tn dng tt i vi ngn hng. Hin ti th tc lm th tn chp cha thng thong do s lng pht hnh cn t nn tn tht v ti chnh ang mc thp, nhng khi th trng pht trin mnh nu khng c nhng bin php phng chng ri ro, chc chn tn tht m cc ngn hng phi gnh chu l khng nh.

Trn y l nhng ri ro chung, sau y l phn thng k kin khch hng v ri ro khi s dng th ca cc NHTM.

Bng 2.6: RI RO CA THTiu chS lng/60 muT l (%)

Mt tin00

My mc b hng5388,3

B mt cp th, l pin00

Chuyn khon khng hp l813,3

Khng c giy bin lai2135,0

Khc58,3

( Ngun: s liu iu tra ca tc gi, 12/2012)Nhn chung, ri ro thng gp nht khi khch hng s dng th ni a v th tn dng quc t l my mc cc c s chp nhn th b hng vi tn s xut hin l 53/60 chim t l 88,3%. Tip n l khng c giy bin lai c t l 35%. Chuyn khon khng hp l cng l mt ri ro cho khch hng, ri ro ny thng xy ra khi khch hng chuyn tin thanh ton tin hng ha, dch v thng qua mng internet. Khi xy ra ri ro, khch hng nn bo ngay vi ngn hng pht hnh c bin php ngn chn. Ri ro b mt cp th rt t xy ra. Bn cnh cn c ri ro nh khng kt ni c ng truyn lm cho vic thanh ton th gp kh khn. Tuy nhin khng phi ai s dng th cng gp ri ro, bng chng l c nhiu khch hng s dng dch v th lu nhng vn hi lng v trung thnh vi dch v th m mnh chn. Do , nng cao mc hi lng v to s an tm cho khch hng th ngn hng nn ch trng cng tc nng cp h thng giao dch in t v x l nhanh chng, tha ng cc vn m khch hng gp phi.Tuy nhin ri ro khng phi ch xy ra i vi khch hng, ngay c ngn hng v cc n v chp nhn th cng gnh chu nhng ri ro do th gy ra.

( Ri ro ti ngn hng pht hnh

- Ch th c th s dng th ca mnh thanh ton ti cc c s chp nhn th cc thng v c tr gi khng ln hn mc quy nh cho c s chp nhn th cho n khi ngn hng pht hnh pht hin v ng k s th ny vo danh sch bo ng. Nh vy, kh nng thanh ton qu hn mc ca th rt cao, ngn hng pht hnh ch pht hin sau khi s vic xy ra m hon ton khng th kim sot c. Trng hp ny nu ch th mt kh nng thanh ton th ngn hng pht hnh phi chu cc ri ro.

- Mt trng hp khc cng dn n ri ro cho cc ngn hng pht hnh l khi ch th c ch mu giao th cho ngi khc s dng ti c s chp nhn th m thng thng khng phi quc gia ni ch th c ng. Khi cc thng v pht sinh, do cch thc thanh toan ch kim tra ch k trn ha n v ch k trn th ging nhau l hp l, do cc c s chp nhn th rt kh pht hin ngi s dng th thanh ton c phi l ch th hay khng. Khi ngn hng pht hnh i tin, ch th c y l do t chi thanh ton (cn c vo h chiu khng c th thc nhp cnh hoc xc nhn ca ni ch th lm vic rng: trong thi gian thc hin thng v ch th vn ang lm vic, khng ngh php).Vi cc bng chng hon ton hp l nh vy, ngn hng pht hnh rt kh buc trch nhim cho pha ch th. Ngn hng pht hnh cng khng th khng nh phn li thuc v pha c s chp nhn th bi v vic giao dch bng th cng khng i hi xut trnh giy t xc minh chnh ngi s dng th l ch th hay khi cn xin cp php ngn hng pht hnh vn ng chun chi giao dch nu th cn hn mc. Do , cui cng ch l qui trch nhim cho c s chp nhn th trong vic kim tra ch k, nhng iu ny li l mt vn khng n gin. Cn ty thuc mi ngi, c th c s chp nhn th khng nh 2 ch k rt khp nhau v chng ta hu nh khng c ai dm chc rng tt c cc ch k khi k u ging nhau.

- Ngoi ra mt s trng hp ch th thng bo vi ngn hng pht hnh th tht lc v sau s dng li (trong khong thi gian cha kp ng k vo danh sch bo ng) bng cch k ha n hi khc vi ch k mu hoc thay ch k mu bng mt bng ch k trng v k li ch k vi cch k khc hon ton so vi ch k trc, d nhin l tn c v nh vy ch th s c c s thoi thc trch nhim thanh ton cc thng v m do chnh mnh thc hin (vi iu kin c s chp nhn th khng pht hin hay thng ng vi ch th). Trng hp ny s dn n ri ro cho cc ngn hng pht hnh.

( Ri ro ti ngn hng thanh ton

V pha ngn hng thanh ton cng c th pht sinh ri ro trong hot ng thanh ton th tn dng quc t do nhng s sut ca mnh, tuy nhin kh nng ri ro ti ngn hng thanh ton l rt thp do ngn hng thanh ton ch lm cu ni chi tr gia ngn hng pht hnh v c s chp nhn th. C th xy ta mt s trng hp sau:

Nu nh ngn hng thanh ton khng cung cp kp thi cho cc c s chp nhn th danh sch th en m trong thi gian c s chp nhn th li chp nhn thanh ton th c trong danh sch ny th ngn hng thanh ton phi chu ri ro trong trng hp ny khi ngn hng pht hnh t chi thanh ton.

Hay ngn hng thanh ton c sai st trong qu trnh cp php (cp php thng qua nhn vin trc tip cp php) ng chun chi vi gi tr thanh ton ln hn tr gi cp php v nh vy phn li ny s do ngn hng thanh ton gnh chu.( Ri ro ti c s chp nhn th

Nu nh ri ro ti cc ngn hng pht hnh trong nghip v pht hnh v thanh ton th tn dng c th l do nhng nguyn nhn khch quan nh th gi, th b mt trn ng gi n ch th hay do nguyn nhn ch quan v pha ch th th ti c s chp nhn th kh nng ri ro cng rt cao khng thua km g so vi ngn hng pht hnh nhng im khc bit c bn l l do dn n ri ro ti cc c s chp nhn th thng do qu xem nh khu kim tra hay i khi v mun t doanh s bn v tnh tip tay cho cc hnh vi la o chng hn nh bit ngi cm th khng phi l ch th vn cho thanh ton hay chp nhn thanh ton cc th c tnh trng sau:

(Th ht thi hn hiu lc

Cp php b t chi hoc ngn hng pht hnh yu cu gi th nhng v ti uy tn cho c s chp nhn th v khuyn khch khch hng s dng th hay thm ch mt s c s chp nhn th c quan im cho rng ch chu ri ro phn vt qu hn mc m khng cp php nn ng giao dch . Nh vy c s chp nhn th t to ra ri ro cho mnh.

Cp php b t chi c tnh tch thnh nhiu thng v c ngy thanh ton khc nhau. Trng hp ny khi ngn hng pht hnh yu cu cung cp cc ha n lin quan c ch k ca khch v cc thng v tch trn, c s chp nhn th khng th p ng c m ch c ha n ca ton b tng s tin v do c s chp nhn th s phi chu ton b ri ro.

Sa cha s tin trn ha n do ghi nhm hoc c m c s chp nhn th khng ngh n ch th cn gi 1 lin ha n nguyn vn, iu ny rt nguy him, ngn hng pht hnh c th cn c vo s sai phm ca c s chp nhn t chi ton b s tin trn ha n.2.6 TNG QUAN V THC TRNG TH THANH TON CA CC NHTM VIT NAM.

C th d dng nhn thy thanh ton bng tin mt hin nay vn rt ph bin trong nn kinh t nc ta. Tin mt vn l phng tin thanh ton chim t trng ln trong khu vc doanh nghip v chim i a s trong cc giao dch thanh ton ca khu vc dn c. Theo nhng con s thng k chnh thc, t trng thanh ton khng dng tin mt mt s nm: 2009: 20,35%; 2010: 19,01%; 2011: 17,2; 2012: 14,6. Vic thanh ton qua th l rt thun li: nh gn, thanh ton n gin, d dng nhiu ni, linh hot trong chi tiu, tng i an ton, phng thc thanh ton chuyn nghip, hin i vi cng ngh thng minh v nhiu tnh nng u vit khc na. Vi nhng tnh nng ni tri nh vy, tuy nhin, Vit Nam loi hnh thanh ton ny li t ph bin, cc ngn hng mi nm u tung ra hng nghn th nhng ch yu l th ATM, pht hnh di hnh thc lin kt gia ngn hng vi cc cng ty tr lng hay vi cc trng o to phc v vic rt tin mt l chnh, suy cho cng vn l cc giao dch lin quan n tin mt. iu ng bun l khi cc nc tin tin trn th gii, t trng thanh ton khng dng tin mt ln ti 90% th Vit Nam con s ny ch l 1/5, chng ta tha giao dch rt tin mt nhng li thiu nhng giao dch chuyn khon hay thanh ton bng th, rt tin th hu ht ai cng bit nhng nhng tnh nng thng minh khc ca tm th li ri vo tnh trng b th . Ngi dn mang tm l sn sng xp hng trc cy ATM rt tin thay v dng dch v POS ( c th tr tin). Ti sao li nh vy, nguyn nhn c nhiu nhng chng ta c th k n mt s nguyn nhn ch cht sau:Th nht, c s h tng v cng ngh thng tin trong nc cn yu km. Ti Vit Nam rt t cc siu th, ca hng chp nhn thanh ton bng th, thm ch nhng thnh ph ln, s lng nh hng, ca hng thanh ton bng th c th m trn u ngn tay. Cn phi ni thm, c s vt cht k thut ca cc NHTM Vit Nam hin nay cn thiu ng b v cha c h thng k thut t hi s chnh xung cc chi nhnh. S thiu ng b l kh khn ln khi cc ngn hng lin kt vi nhau cng pht trin dch v mi dn n tnh trng ngi dn c mun dng th nhng khi i mua sm th li khng th dng th nhiu ni.Th hai l v vn thu nhp v thi quen, ngi dn nc ta c thu nhp trung bnh l khng cao v c th khng n nh. cc nc pht trin trn th gii, dn c c thu nhp cao v n nh do s d trn ti khon thanh ton l n nh v kh ln, s tin ny c th coi nh l mt ngun vn kinh doanh ca ngn hng, ngn hng c th s dng s vn kinh doanh, nn khi ngi s dng thanh ton ch phi tr mt khon ph rt nh. Vit Nam, thu nhp ca i b phn ngi dn khng th to nim tin cho ngn hng nu nh ngn hng cung cp th tin dng, ngn hng s khng mun cho vay v c kh nng khch hng khng tr c n. Bn cnh thi quen thanh ton bng tin mt trong dn chng cn rt ln lm nh hng n s pht trin ca cc phng thc thanh ton trn.Th ba, cn thiu h thng vn bn php l, s lin kt gia cc nh cung cp dch v in nc vi ngn hng. Nhiu c s chp nhn thanh ton th nh cc siu th ln, khch sn, nh hng.nhng cha sn sng hp tc vi ngn hng v thanh ton th.Th t, ngnh ngn hng nc ta l mt ngnh kh mi m v cha thc s hon thin v s tht l chng ta khng th hon thin n trong mt sm mt chiu. Do vic c nhng bt cp hay hn ch trong cc dch v ca ngn hng ni chung v dch v thanh ton ni ring l kh trnh khi.Th nm, Cc khon ph khi s dng th ca cc NHTM ngy cng nhiu, Vi mt chic th ATM, ngi tiu dng ti thiu se phi chiu nhng khoan chi phigm: Ph m th, ph thng nin, ph rt tin ngoi mng, truy vn s d va chun bi la phi rut tin ni mang. C mi luc lai bt ng thm phi va ngi tiu dung ng nhin phan ng.Li chao mi khach hang s dung the cua cac ngn hang thng khng kem theo nhng biu phi cu th. Thc t chngmyngi tiu dung co th nh c co bao nhiu loai phi the ngn hang va cang kho nh c tng mc phi ho phai tra cho vic giao dich.Ph m th: 50.000-100.000 ng, ph thng nin 50.000 ng, ph truy vn s d 12 ln/nm: 20.000 ng, ph rt tin 12 ln/nm: 12.000-36.000 ng, ph chuyn khon 12 ln/nm: 36.000 ng. Cng lai, s phi ti thiu la 192.000 ng s dung mt chic th mi nm tai Vit Nam. Con ti M, ngi dng th nu duy tr s d200 USD/nmth c min mi loi ph. Ti chu u, ngn hng BNP Paribas ch thu phikhong 10 euro/nm (tng ng khong 260.000 ng). Nu tinh theo thu nhp u ngi gia Vit Nam va chu u, goc nay co th thy cac ngn hang Vit Nam thu phi the cao gp nhiu ln. B: phi the = 0,05% thu nhp bnh qun u ngi. Vit Nam: phi the = 0,57% thu nhp bnh qun u ngi. C nh vy, ngi s dung the cung se d co nhng quyt inh theo kiu ra thng chi nhnh ngn hng rt hoc rt tin ngay khi c lng v. V th, muc tiu nng cao ty l thanh toan khng dung tin mt se cang tr nn kho khn.Cc ngn hng khi phat trin dich vu the, ng nhin ho tinh n bai toan li nhun. Nhng li nhun hay thu phi th nao la hp ly thi chng th tra li c nu cac biu phi c c n inh theo kiu "khng cn mt li giai thich ro rang".Ngis dung theng nhin seong phi, nhngiu ma ho cn la nhng cn c ro rang,minh bach cua tng loai phi. Nu khng, cu chuyn thu phi the vn c la cuc tranh cai khng hi kt.

Ngn hang cang thu phi, ngi dn cang phan ng khng thun chiu.Mt s cc nguyn nhn khc nh tm l ngi dn ngi tip cn vi cng ngh mi, ngi cng khai ha thu nhp, s dng tin mt vi mc ch khng minh bchChng 3MT S GII PHP NHM NNG CAO MC HI LNG CA KHCH HNG N VI DCH V TH CA CC NHTM VIT NAM3.1 PHN TCH SWOT DCH V TH CA CC NHTM VIT NAM.

T nhng kin v nh gi ca khch hng, ta c th phn tch nhng im mnh, im yu, c hi v nguy c e da i vi dch v th ca cc NHTM.Bng 3.7: PHN TCH SWOT V HOT NG TH CA CC NHTMS

W

O

TNhng im mnh (S)

1. Cc NHTM nh: Vietcombank, vietinbank l ngn hng thng mi ln v c uy tn.

2. Cc NHTM nh: Vietcombank, vietinbank l ngn hng u tin pht hnh v thanh ton th.

3. Cc NHTM nh: Vietcombank, vietinbank c n v chp nhn th v h thng my

ATM nhiu nht hin nay.

4. C lng khch hng

nhiu v n nh.

5. i ng nhn vin c

trnh chuyn mn cao.Nhng im yu (W)

1. Cc dch v km theo th cn t, cha pht huy ht tin ch ca th.2. Hot ng marketing cho th cn yu, cha chuyn nghip.

3. Giao dch cha kt ni ng truyn.

Nhng c hi (O)

1.TP. H Ch Minh l trung tm kinh t ca c nc, c s h tng c ci thin ng k .

2. S u tin ca nh nc trong vic khuyn khch ngi dn s dng phng tin thanh ton khng dng tin mt.

3. Thu nhp v trnh ca ngi dn ngy cng cao nn nhu cu s nhng dch v mi hin i cng cao.Kt hp S + O

- (S1, S2, S3 + O1, O2): Tch cc y mnh vic thu ht cc khch hng tim nng bng cch tng cng qung co trn cc phng tin truyn thng i chng cng vi nhng chng trnh

khuyn mi hp dn.

- (S5 + O3): a dng ha sn phm th, tng thm nhiu tin ch cho th nh: nng cao cng ngh th.Kt hp W + O

- (W1 + O2, O3): Tng thm nhiu tin ch cho th.

- (W2 + O1, O2): M rng vic qung b v tin ch ca th v cc sn phm th khc ca ngn hng.

- (W3 + O3): Nng cp h thng my EDC ti cc im chp nhn th.

Nhng e da (T)

1. S xut hin ca nhiu

ngn hng trong lnh vc th.2. Vic gi an ninh trong

dch v th ngy cng kh khn.

Kt hp S + T

- (S1, S2, S3 + T1): C nhiu hnh thc khuyn mi gi chn nhng khch hng c v thu ht nhiu khch hng mi.

- (S3, S5 + T2): Nng cao cng ngh, chuyn th t sang s dng th chip.

Kt hp W + T

- (W1, W2 + T1): M rng cc tin ch cho sn phm th hin c, tng cng marketing, tng qu cho khch hng s dng vi doanh s cao.- (W3 + T2): Nng cp ng truyn thanh ton, tng cng phng chng gi mo, gian ln v gim thiu ri ro trong giao dch bng th.

3.1.1im mnh Cc NHTM nh Vietcombank, vietinbank l mt trong nhng Ngn hng c thnh lp sm nht v c uy tn trn th trng.

Cc NHTM nh Vietcombank, vietinbank l ngn hng u tin pht hnh v thanh ton th.

C lng khch hng nhiu v n nh.

i ng nhn vin c trnh chuyn mn nghip v cao, nhit tnh trong cng tc khch hng.3.1.2 im yu- Cc dch v km theo cn t, cha pht huy ht tin ch ca th.

- Hot ng marketing cho th cn hn ch, cha chuyn nghip.

- Cn xy ra giao dch khng kt ni c vi ng truyn lm khch hng khng hi lng.3.1.3 C hi- Cc dch v km theo cn t, cha pht huy ht tin ch ca th.

- Hot ng marketing cho th cn hn ch, cha chuyn nghip.

- Cn xy ra giao dch khng kt ni c vi ng truyn lm khch hng khng hi lng.3.1.4 e da - Bn cnh sc p t ngn hng trong nc m cc NHTM phi chu thm sc p t Ngn hng nc ngoi do gia nhp WTO. - Vic gi an ninh trong dch v th ngy cng kh khn, hin tng th gi, gian ln v cc ri ro v th ngy cng nhiu.3.1.5 nh hng pht trin dch v th ca Ngn hng trong tng laiDa trn nhng th mnh sn c v hn ch nhng kh khn c th xy ra, cc NHTM cn tch cc y mnh vic thu ht cc khch hng tim nng bng cch tng cng qung co trn cc phng tin truyn thng i chng cng vi nhng chng trnh khuyn mi hp dn, tng qu cho khch hng s dng vi doanh s cao. C nhiu hnh thc khuyn mi gi chn nhng khch hng c v thu ht nhiu khch hng mi.a dng ha sn phm th, tng thm nhiu tin ch cho th nh: nng cao cng ngh th, chuyn th t sang s dng th chip.Nng cp h thng my EDC ti cc im chp nhn th.

Nng cp ng truyn thanh ton, tng cng phng chng gi mo, gian ln v gim thiu ri ro trong giao dch bng th.3.2 BIN PHP NNG CAO S HI LNG CA KHCH HNG I VI DCH V TH CA CC NHTM VIT NAM.

Qua phn phn tch chng 2 cho thy cc nhn t nh hng n s hi lng ca khch hng khi s dng th ca l uy tn ngn hng, s thun tin v an ton ca th bn cnh thi phc v ca nhn vin ngn hng. Cc yu t ny chim mc quan trng cao hn l biu ph dch v. y cng l cc yu t chnh m khch hng lun ch n, t bit c mc thu ht v s hi lng ca khch hng ca mnh nh th no. Do , ngn hng cn quan tm hn na cng tc pht trin ngun nhn lc v quan trng hn ht l nng cao cht lng dch v, c nh th mi tht s th ht khch hng vi dch v m h ang s dng.3.2.1 Nng cao cht lng ngun nhn lc v h thng chm sc khch hng Ch trng cng tc pht trin ngun nhn lc trc ht l trnh v thi phc v khch hng ca i ng cn b ca cc NHTM . Thc t cho thy, nu nhn vin ngn hng giao tip tt s l mt hnh thc qung co tt nht cho ngn hng m chi ph cho vic qung co ny li thp nht. Ngi ta khng nh rng: Di con mt khch hng, nhn vin l hnh nh ca Ngn hng. V vy tt c nhng ngi c quan h giao tip vi khch hng d cng v cng tc no u phi lun lun nim n, lch thip, n cn chu o, sn sng phc v khch hng; y l mt cng c hu hiu thu ht khch hng, vui lng khch n, va lng khch i. Qua cn th hin s tn trng khch hng, to nn s thoi mi cho khch hng v do h tr nn lch s hn, bit kim ch trc nhng iu khng hi lng, bit thng cm vi s nhm ln ca bn. Mt khc, trong s nhng ngi khch c tha mn th nhiu ngi s tr thnh khch quen ca ngn hng v h chnh l nhng ngi qung co tt nht cho ngn hng. Do vy, c th gy n tng tt cho khch hng, nhn vin cc NHTM phi lun th hin phong cch giao tip vn minh, lch s trc khch hng, biu hin bng cc chun mc sau:

n cn n tip khch hng.

Lng nghe chm ch v cn k cc yu cu ca khch hng.

- Gii quyt cng vic nhanh, gn theo ng thi gian v quy trnh nghip v.

Gii thch r rng nhng vng mc ca khch hng.

Nhn vin tip nhn yu cu ca khch hng c trch nhim:

i vi nhng cng vic khng thuc thm quyn th hng dn khch n ngi gii quyt cng vic hoc trnh cp trn gii quyt, khng t t chi.

Hng dn y r rng mt ln cc th tc cn thit, khng t ng t thm yu cu mi khch hng phi i li nhiu ln.

Lun gi ng hn vi khch hng.

Bn cnh thi ca nhn vin th vic khng ngng nng cao trnh cng l yu t quan trng. Bi khoa hoc, k thut v cng ngh khng ngng pht trin ngy cng hin i.Vi nhng sn phm mang tnh quc t nh th tn dng i hi phi c mt trnh v kh nng thch ng tt theo kp pht trin ca cng ngh.

Quan tm n vn chm sc khch hng l vic lm rt cn thit. Sn lng gip khch hng gii quyt nhng kh khn vng mc trong qu trnh s dng th. Ngoi ra, ngn hng cn t vn v nhng dch v mi cng nh cc chng trnh khuyn mi, u i dnh cho cc khch hng. Tng nhng phn qu cho khch hng cng tng thm s hi lng cho khch hng nh tng o thun, o ma, bao ng h chiu, lch nhn dp nm mi y cng l cch gin tip qung co cho thng hiu cc NHTM c nhiu ngi bit n.

Da vo tm l khch hng mun mua c hng ha vi gi r, ngn hng s k hp ng vi cc siu thi, nh hng, khch sn Ti y, nu khch hng s dng th tn dng do cc NHTM pht hnh thanh ton th c s chp nhn th s thc hin vi gi u i vi mt t l gim no v sau khi nhn c ha n thanh ton km bng k chi tit, ngn hng s bo c vo ti khon ca n v vi gi gc. C nh vy khch hng s cm thy mnh c li v s tm n ngn hng cc NHTM xin c pht hnh th.

C th ni hot ng chm sc khch hng l nhng hot ng c tc ng trc tip n khch hng nhm duy tr v pht trin dch v, em li s hi lng, tin cy cho khch hng bo m hiu qu hot ng kinh doanh ca ngn hng.3.2.2 Nng cao v a dng cht lng dch v v hnh thc v phm vi a l

Cng tc pht trin dch v nh a dng chng loi sn phm, m rng mng li chp nhn th cng lm gia tng s thu ht ca khch hng. Sau y l s liu thng k v kin ca khch hng, qua chng ta c th hiu r thm v nhu cu mong mun ca khch hng khi s dng dch v th ca cc NHTM .

Bng 3.8: KIN XUT CA KHCH HNG I VI DCH V TH CA CC NHTMCh tiuS lng/ 60 mu%

Gia tng hn mc tn dng1728,3

Tng cng phng chng gi mo, gian ln2135,0

Gi tin trc tip qua my ATM3965,0

M rng mng li chp nhn th 3151,7

a dng ha sn phm th3050,0

Khc23,3

(Ngun: s liu iu tra ca tc gi, 12/2012)Loi hnh dch v cn cung cp thm m khch hng i hi trong thi gian sp ti l gi tin trc tip qua my ATM vi 65% khch hng chn vic gi tin c d dng v nhanh chng. K n l m rng mng li chp nhn th vi 51,7% khch hng chn vic thanh ton tin c thun tin. Tng cng phng chng gi mo, gian ln c 35% v a dng ha sn phm th cng c khch hng yu cu vi hn 50% khch hng chn. i vi nhng khch hng c nhu cu thanh ton tin nhiu th yu cu gia tng hn mc tn dng l cn thit. Bn cnh cn c kin khc l chuyn tin khc h thng v ngn hng cp nht quy trnh thanh ton th cho i l chp nhn th. Nhn chung, ty theo s thu ht ca khch hng m c nhng xut nhm nng cao tin ch v p ng tt nhu cu cho khch hng.

Bn cnh vic m rng mng li l a dng ha sn phm th. C th xem y l chic th a nng dng thanh ton tin hng ha dch v trong v ngoi nc. Th c th s dng vi cc dch v nh l nh xng, thanh ton tin in, nc, vin thng

C th thy gii php nng cao cht lng dch v l cn thit, ngn hng cng quan tm n biu ph pht hnh v s dng hin nay bi c hn 40% khch hng cha hi lng v phng din ny nn ngn hng cn iu chnh sao cho thu ht c nhiu khch hng s dng v m th. Chng hn nh gim cc ph nh ph thng nin, ph chuyn i ngoi t, ph rt tin mt..., bn cnh c th gia tng li sut tin gi cho khch hng khi k qu ti ngn hng. Khi khch hng c th xem y l mt khon tin gi tit kim. C nh th s thu ht c nhiu khch hng.

Mt bin php nhm thu ht khch hng n vi cc NHTM cng nh vi dch v thanh ton khng dng tin mt - thanh ton th, l y mnh cng tc Marketing. Bn b, ngi thn l nhng ngi marketing hu hiu cho bt k sn phm dch v no. Do , dch v th cng khng ngoi l, trc ht l i ng cn b nhn vin trong cc NHTM l nhng ngi u s dng th v k n l nhng ngi thn, bn b ca cc nhn vin. Khi c nhiu ngi s dng th ngi dn cng s thy c s thun tin v tm n dch v th ca cc NHTM. Thm vo l cc mu qung co trn truyn hnh, bo i, tp ch cng gy s ch cho nhiu ngi.

Trong thi gian qua, tnh hnh th trng thanh ton th Vit Nam c nhng thay i ng k, ngy cng thm nhiu ngn hng tham gia vo th trng thanh ton th, bao gm c ngn hng nc ngoi Vit Nam v cc ngn hng thng mi Vit Nam. Vic chia s th trng thanh ton th ca cc NHTM l iu khng trnh khi. V th chng ta nn ch ng tm n khch hng bng cch marketing v sn phm th n vi trng i hoc, cng ty, bnh vinChun b y ti liu v th, cc on phim qung co ngn, c nhn vin c kinh nghim n gii thiu cho khch hng v th quc t. C nh th cng tc tip th mi c hiu qu cao. 3.2.3 Gim thiu ri ro cho th thu ht khch hng tm n s dng dch v th ngoi da trn yu t cch thc phc v ca con ngi, cht lng dch v th gim thiu ri ro khi s dng th cng lm thu ht khch hng bi tnh an ton v bo mt v thng tin ca th cng nh khch hng. Ngy nay, mua hng trn mng c ph bin nhng cn nhiu s h nn xy ra nhiu tnh trng b nh cp thng tin, gy thit hi cho ch th. Do , khch hng tht s an tm s dng th thanh ton th ngn hng phi chuyn i thay i cng ngh mi tc l s dng cng ngh th chip. y l cng ngh mi hin i gip gim thiu ri ro v phng chng gi mo hiu qu. Bn cnh , ngn hng cn nng cp cc thit b EDC cc n v chp nhn th khng xy ra tnh trng khng kt ni vi ng truyn vic thanh ton c tin hnh nhanh chng v t hiu qu. Thm vo l gii php 3D Secure nhm bo v cho khch hng v cng chnh l t bo v cho ngn hng. Vi gii php ny cho php ngn hng pht hnh xc thc ch th ti thi im thc hin giao dch qua m s c nhn ring (PIN) s dng trn Inetrnet ca tng ch th. M s c nhn s do ngn hng pht hnh cp cho mi ch th khi khch hng nhn th ti ngn hng v ch th c trch nhim bo mt tuyt i. Trong cc giao dch trc tuyn, m s c nhn s ng vai tr nh ch k hoc s pin trong cc giao dch POS hoc ATM. V vy, giao dch 3D Secure c an ton v tnh xc thc cao hn cc giao dch thng thng rt nhiu ln.Vi tm l thoi mi, an tm cng vi cht lng dch v tt v lun c n tip nhit tnh cc NHTM v cc n v chp nhn th th mc thu ht v lm hi lng khch hng s c nng cao, cc NHTM khng nh cam kt ca mnh i vi khch hng lun cung cp cc sn phm dch v tt nht c trong hin ti v tng lai.

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