Phân tích các nhân tố ảnh hưởng quyết định sử dụng internet banking của khách hàng cá nhân tại Agribank chi nhánh Đồng Nai

NGÂN HÀNG NHÀ NƯỚC VIỆT NAM BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC NGÂN HÀNG TP. HỒ CHÍ MINH

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NGUYỄN ĐĂNG KHÁNH

PHÂN TÍCH CÁC NHÂN TỐ ẢNH HƯỞNG QUYẾT ĐỊNH SỬ DỤNG INTERNET BANKING CỦA KHÁCH HÀNG CÁ NHÂN TẠI AGRIBANK- CHI NHÁNH ĐỒNG NAI

KHÓA LUẬN TỐT NGHIỆP CHUYÊN NGÀNH TÀI CHÍNH – NGÂN HÀNG

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NGƯỜI HƯỚNG DẪN KHOA HỌC TH.S NGÔ SỸ NAM

TP. HỒ CHÍ MINH, NĂM 2018

SUMMARY

These days, under the blossom of the 4.0 technology revolution, there have been great opportunities and challenges for countries around the world, a large number of foreign credit institutions with huge capital modern technology, diversified services and full of experience in the field of banking and finance. Especially, the significant development of the Internet in the technology-focused era as present has brought many achievements as well as great difficulties for businesses in all business sectors. This is also the premise for the development with a range of technology-related services aimed at meeting the needs of customers optimally. From that development, domestic and foreign enterprises have collected a large amount of revenue from these services.

In addition, all industries and fields now apply information technology so that transactions are handled more quickly and conveniently, saving time and money. As for banking and finance sector, it is no exception that as an intermediary in the buying and selling of entities in the economy, the application of information technology in banking services has contributed a great competition and bringing huge benefits to the customers as well as the banks themselves. Recognizing the importance of this, many banks in Vietnam such as Agribank, Vietcombank, Vietinbank, BIDV, have applied information technology to develop and enhance banking services so as to satisfy the diversified needs of every customer. Specifically, since the beginning of 2003, commercial banks have launched new products and services, especially electronic banking services. Currently available electronic banking or e-banking services are: Internet Banking, SMS Banking, Mobile Banking and so on. From the above services, Internet Banking (IB) by far is one of the best services provided by banks.

In the time of competition is increasingly fierce, accompanied by the development of information technology, have opened up many opportunities and challenges for the Bank in the development of its operations. And Internet Banking was born as a necessity of that development, it not only brings many prospects for banks but also contains many difficulties and challenges. It is the best tool in competing among banks. The characteristics of this type are far superior to traditional forms.

On the other hand, the benefits of IB are very practical and useful, which gradually builds trust and conquests customers who have the knowledge, skills and habits. However, there are still a small number of customers who have not paid much attention to this service. This may be due to the fact that the number of customers using the Internet is not high or customers have not got the habit or have not really believed in these new services. To succeed, the problem for banks is to find out the key factors that

make customers approach and decide to use this service. From that case, we have the right solutions to bring our services closer to our customers and effectively promote our business.

In the banking system, the Bank for Agriculture and Rural Development of Vietnam (Agribank) is one of the pioneers in the development of Internet Banking services and has achieved a certain success. Agribank is one of the banks focused on innovation investment to serve effectively business management and developing an advanced banking services network. Agribank has always been at the forefront of applying automation technology to provide customers with a wide range of services. It is essential to consider and develop modern banking services like Internet Banking.

Therefore, the determination of the factors affecting the decision of using this service and improving the quality of Internet Banking services is very necessary.

Based on the above reasons and there is no official study on the motivation of using Internet Banking at Agribank branch of Dong Nai at the same time. Therefore, the author decided to select the topic about the Analysis of Factors affecting the decision to use Internet Banking services of individual customers at Agribank Dong Nai branch.

The purpose of the study was to determine the factors influencing the intention to use Internet banking of individual customers at Agribank in Dong Nai province in order to find the most important factor, thereby proposing some recommendations to further improve the quality of service to bring satisfaction and satisfaction to customers using Internet Banking at Agribank Dong Nai branch and orientation to develop modern banking services.

The study has systematized and supplemented the theoretical and practical issues of Banking, Customers and Internet Banking, TAM adoption model and applying to study the factors affecting the decision to use IB services of individual customers at Agribank branch of Dong Nai.

Concurrent studies have identified factors that influence the decision to use IB. Identify the relationships between factors and factors with the intention of using the IB of the customer. Accordingly, the decision to use IB services is influenced by five factors, including the most influential Website-friendly (WT) followed by Attitude (TD); Perceived Risk (RR); Convenience (TL); Trust (TT).

The model only explains the research at a level of 43% when scaled to the whole. Causes may also have other influencing factors not yet included in the research model. In addition, the number of observation variables is small, the relatively small sample size

also affects the study results. Given the limited time constraints, this study is inevitably limited. However, the results achieved some meaning for the leadership of Vietnam Bank for Agriculture and Rural Development, Dong Nai Branch in maintaining and developing Internet Banking.

The study will consist of five chapters with the main contents as follows:

Chapter 1 presents the reasons for selecting topics, research objectives, subjects and scope of research, methods of research, raising the practical meaning of the topic and forming the framework of the topic. Through chapter 1, a fundamental foundation has been built to guide the next step to build theoretical foundations as well as previous researches related to research topics.

Chapter 2 clarifies the theoretical basis of some concepts such as customer, the theory of banking services to make a conclusive argument about the benefits that IB brings, synthesizing the theory of research previously from domestic and foreign studies, the factors influencing the decision to choose Internet Banking of individual customers at Agribank branch of Dong Nai according to the fact arising so that offering a research model officially.

Chapter 3 presents the research methodology used to develop and evaluate scales and theoretical models of the factors influencing the decision to choose Internet Banking using the customer assessment. The research methodology is implemented in two steps, including preliminary research and formal research. Preliminary research uses qualitative research methodology through group discussion. Through this study, conceptual scales and definitions are also developed to serve for formal research. The official study uses quantitative research methodology through direct customer interview technique with sample size of 150. The next chapter will present the results of the analysis of information through SPSS 20.0 software.

Presentation of data analysis methods: Preliminary assessment of the scale by Cronbach's Alpha reliability coefficient, EFA exploratory factor analysis and linear regression analysis, overall mean test, and variance analysis to assess the differences in the level of evaluation by individual characteristics.

Chapter 4 presents the measurement results and the research model. The Cronbach’s Alpha results of the reliability test show that the Cronbach’s Alpha coefficients for all scales are satisfactory.

The regression results show that all five factors (Trust, Convenience, Website-friendly, Attitude) affect the dependent variable of decision to use internet banking . Hypotheses H1, H2, H3, H4, H5 are supported. Website-friendly (WT) followed by Attitude (TD); Perceived Risk (RR); Convenience (TL); Trust (TT).

Personal Factor Evaluations show that the decision to use Internet Banking among distinct age groups and occupations are different. On the other hand, for decisions on the use of Internet Banking services between men and women, education groups, income do not make any difference to the decision to use it.

In summary, when it comes to decisions to use Internet Banking, we can see that there are many factors involved. In this thesis the author evaluates on the basis of five main factors: perceived trust, perceived risk, convenience, friendly website and attitudes so that providing effective solutions to improve the quality of Internet Banking.

Chapter 5 of the study, the author summarizes the research results from descriptive statistics, the research model and the scale test and providing some recommendations for Agribank and all managers. Last but not least, providing the limitation of the topic and the direction of subsequent research for later studies.

LỜI CAM ĐOAN

Tôi tên Nguyễn Đăng Khánh là sinh viên khóa K30 lớp HQ2-GE06 tại trường Đại học Ngân Hàng Thành phố Hồ Chí Minh.

Tôi xin cam đoan khóa luận tốt nghiệp với tên đề tài “Các nhân tố ảnh hưởng quyết định sử dụng internet banking của khách hàng cá nhân tại Agribank-chi nhánh Đồng Nai” là công trình nghiên cứu độc lập của riêng tôi và do tôi thực hiện với sự hướng dẫn của Thạc sĩ Ngô Sỹ Nam. Các kết quả nghiên cứu trong khóa luận do tôi tự tìm hiểu, phân tích một cách trung thực, khách quan và phù hợp với thực tiễn của Việt Nam. Các kết quả này chưa từng được công bố trong bất kỳ nghiên cứu nào khác.

Tôi xin chịu hoàn toàn trách nhiệm về lời cam đoan của tôi.

Tác giả

Nguyễn Đăng Khánh

LỜI CẢM ƠN

Đầu tiên em xin gửi lời chúc sức khỏe và lời cảm ơn sâu sắc nhất đến toàn thể quý thầy cô tại trường Đại học Ngân Hàng Thành phố Hồ Chí Minh nói chung và khoa Tài Chính nói riêng đã tận tình truyền đạt cho em những kiến thức quý báu trong bốn năm học vừa qua. Với vốn kiến thức mà em được tiếp thu trong quá trình học tập không chỉ là nền tảng cho nghiên cứu khóa luận tốt nghiệp mà còn là hành trang quý báu để em bước vào đời một cách vững chắc và tự tin.

Đặc biệt, em xin cảm ơn Thạc sĩ Ngô Sỹ Nam, người đã trực tiếp hướng dẫn, chỉ bảo và đưa ra những lời khuyên bổ ích giúp em hoàn thành khóa luận tốt nghiệp một cách tốt nhất này.

Em cũng xin gửi lời cảm ơn chân thành đến các anh chị đang công tác tại Ngân hang Agribank chi nhánh Đồng Nai đã hỗ trợ em trong công tác thu thập các thông tin để hoàn thành khóa luận.

Xin trân trọng cảm ơn!

Sinh viên thực hiện

Nguyễn Đăng Khánh

MỤC LỤC

DANH MỤC CÁC CHỮ VIẾT TẮT DANH MỤC BẢNG

DANH MỤC SƠ ĐỒ DANH MỤC BIỂU ĐỒ

CHƯƠNG 1: TỔNG QUAN 1

1.1 TÍNH CẤP THIẾT CỦA ĐỀ TÀI 1

1.2 MỤC TIÊU NGHIÊN CỨU 2

1.3 CÂU HỎI NGHIÊN CỨU 3

1.4 ĐỐI TƯỢNG VÀ PHẠM VI NGHIÊN CỨU 3

1.5 PHƯƠNG PHÁP NGHIÊN CỨU 3

1.6 Ý NGHĨA CỦA ĐỀ TÀI 4

1.7 CÁC NGHIÊN CỨU LIÊN QUAN 5

TÓM TẮT CHƯƠNG 1 10

CHƯƠNG 2: CƠ SỞ LÝ THUYẾT VÀ MÔ HÌNH NGHIÊN CỨU 11

2.1 KHÁI NIỆM KHÁCH HÀNG VÀ DỊCH VỤ NGÂN HÀNG 11

2.1.1 Khách hàng 11

2.1.2 Lý thuyết về dịch vụ ngân hàng 11

2.2 TỔNG QUAN VỀ NGÂN HÀNG TRỰC TUYẾN 12

2.2.1 Giới thiệu chung về ngân hàng trực tuyến 12

2.2.2 Những lợi ích mà Internet Banking mang lại 12

2.3. TÌNH HÌNH PHÁT TRIỂN DỊCH VỤ INTERNET BANKING 15

2.3.1 Trên thế giới 15

2.3.2 Ở Việt Nam 16

2.4 HÀNH VI NGƯỜI TIÊU DÙNG VÀ QUÁ TRÌNH RA QUYẾT ĐỊNH 17

2.4.1 Hành vi người tiêu dùng 17

2.4.2 Tiến trình ra quyết định 18

2.5 MÔ HÌNH CHẤP NHẬN CÔNG NGHỆ (TAM) 20

2.5.1 Nguồn gốc của mô hình 20