Tiềm năng phát triển dịch vụ ngân hàng qua mạng xã hội đối với hệ thống ngân hàng thương mại Việt Nam

- CONG NGHE NGAN HANG i

B

di viet nau nhung dgc

diem cfla hinh thirc cung

cdp sdn phdm, djch vu

ngdn hang qua kenh mang xd bdi

cung vdi qud ttinh cung cdp dich

vu nay tgi 4 ngdn hang tian phong

dich vvL ndy fren tha gidi bao gdm:

ASB (New Zealand), DenizBank

(Thd NhT Ky), ICICI (An Dp)

va Indusind (An dp). Sau dd, bdi

viat tian banh phan ti'ch hogt dgng

ciing nhflng tiam nang phdt trian

dich vu ngdn hdng qua mgng xa

hOi ddi vdi he thdng ngdn bdng

thuang mai \^at Nam.

1. SU can thiet cua nghien cuTu

Theo thdng ka cfla WeAreSocial

Singapore (2016), tinh den thdng

01/2016todnbOtba gidi c6 gdn 7,4

ty ngudi, frong dd co 3,4 ty ngudi

kat ndi internet va co tdi 2,3 ty

ngudi sir dung mang xa hpi chiam

31% ddn sd loan cau. Sd ngudi

sir dung mang xa hdi toan cdu da

tdng 10%, khoang 219 triau ngudi

so vdi cimg thdi diem ndm 2015.

Ban cgnh dd, theo Lian hgp qudc

(2016), tinh dan ngdy 01/01/2015

thi ty la dan sd ttong dO tudi 18-34

(Gen Y) chiam tdi 24,01% tdng

ddn s6 loan cdu, nhiau nhdt so vdi

cac nhdm Gen X (dp tudi 35-49),

Baby Bonuners (dO tuoi 50-64)

bay Gen Z (dp tudi 5-17). Gen

Y chinh Id nhdm khdch hang cd

nhung dieu kien thudn lgi nhdt de

phdt trian cac kanh phdn phdi sdn

pham ngdn hang thong qua mang

xd hOi (Capgemini (2014)), bdi vi

(i) nhdm khdch hdng ndy cd trinh

dp nhdt dinh ve cdng nghe vd tich

cue chia sa cac ttang thai, suy nghT

cua hp ve sdn phdm dich vu ngan

bang, (ii) phdn Idn nhdm khdch

bdng gen Y dang d giai doan dau

cua si^ nghiep nen gid tti nhdm

khdch hdng nay dem lai cho cac

ngdn hang Id rdt ldn.

Tuy nhian, cdc nghian ciiu hien

'Dai hoc Ngan hang TP.HCM

TIEM NANG PHATTRIEN

DICH VG NGAN HANG QUA MANG XA Hl)l OOI Vlh

Hi THONG NGAN HANG THlMNG MAI VIET NAM

'?^J^guySn Minh Sdng *

nay ttan tha gidi ciing nhu d Viet

Nam chi mdi tap tnmg nhiau vdo

cdc kanh phdn pbdi ngdn hang

nhu internet banking hay mobile

banking md chua phdn tich nhiau

den vi?c pbat trian dich vu ngdn

bang qua mang xd hdi. Cbinb vi ly

do dd, ngiiien ciiu dugc thuc bi?n

vdi mong mudn lam rd tiam nang

cfla vi^c pbat trian dicb vu ngdn

bang qua mang xa hdi cho he thdng

ngan hang thuang mai Viet Nam.

2. Ngan hang qua mang xa hpi

2.1. Ljch suphat triin

Ngdy 13/09/2010 tai New

Zealand, ngdn hang ASB da di

vao lich su nhu la ngdn hang tien

phong ttong viec md chi nhdnh

ttan mang xd bpi Facebook (ASB,

2016). Tiap tbeo sau do, ldn luat

cdc ngdn bang nhu DenizBank

(Th6 NhT Ky), ICICI va Indusind

(An Do), Jibun (Nhdt), Ubank

(Uc)... da tiep tuc cung cdp cdc

tien ich, dicb vu cfla ngdn hang

minh thdng qua mang xa hdi va

chfl yau la thdng qua Facebook

hay thudng dugc gpi vdi thudt

ngii Facebook banking.

2.2. Ngan hdng thong qua

mgngxa hgi

Tinh tdi thdi diem hien tai, chua

cd khdi niem nao cbinb tbdng

vd rd rang \e dich vu ngan hdng

thong qua mgng xa hdi. Tuy nhian,

dua vdo nghien ctiu cfla Sharma

vd cdng sy (2015) ve Facebook

banking thi co tha biau ngdn bdng

thdng qua mgng xa hdi Id mdt

hinh thflc cung cap san pham, dicb

vu cua cac ngdn hang thdng qua

cac mgng xa hot nhu Facebook,

Twitter, Linkedin... vdi su frg

giup cfla intemet.

2.3. Dgc diim

Vdi d^c thfl Id kanh cung cdp

dich vu ngan hang vdi s\r trg giflp

cfla kat noi intemet nen ngdn

hdng tbdng qua mang xa hpi thfla

budng nhting dgc diam cfla ngan

hang dien tu, interact banking va

mobile banking (Tiwari va Buse,

2007).

- Tinh rQng khdp (Ubiquity) cho

phep khach hang tbuc hian djch

vu d mpi luc, mpi noi.

Khd ndng tiep xuc

(Reachability) giflp khach bang cd

kha nang lien he vdi ngan hang d

bat cir noi ndo hay bat cu d ddu

- Su dinh vi (Localization) vdi

cdc cdng nghe ve dinh vi nhu he

tbdng dinh vi todn cdu (GPS), cho

phep cdc ngdn bang cung cdp dich

vu d mpt vi tri dia ly cu tha cho

khach hang nhu dia dilm ddt mdy

ATM, Kiosk hay cbi nhdnh cua

ngan hang...

Tinh cd nhdn hod

(Personalization) cbo phep khach

hdng tuy y dieu chinh giao dien

phuang thflc kat ndi su dung dich

v\i va bdo mat cac th6ng tin tai

chinh ca nhan.

- Tinh phd biin (Dissemination)

tbdng qua giao thuc kat ndi

intemet va sir dinh vi, ngan hdng

cd tha phd bien thdng tin ve cac

loai hinh dich vu, sdn phdm ngdn

hang den mdt nhdm khdch hdng

cu tha.

Tinh thudn tiin

(Convenience) giup cho khdch

hdng dd sir dung dich vu cdm giac

quen thuge va dan gidn khi thyc

TAP CHi NGAN HANG | S013 | THANG 7/2016 ^