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Idoc - VN Ung Dung Thang Do Servperf Danh Gia Chat Luong Dich Vu Vien Thong Di Dong Tai Khu Vuc Thanh Pho Da NNG
Idoc - VN Ung Dung Thang Do Servperf Danh Gia Chat Luong Dich Vu Vien Thong Di Dong Tai Khu Vuc Thanh Pho Da NNG
GII THIU
Trong thi i m cc sn phm, dch v mi lin tc xut hin v tr nn
bo ha vi tc nhanh cha tng c, cc doanh nghip khng th ch da vo
vic ci tin, i mi sn phm ca mnh t c thnh cng nh mong mun.
Do , cc doanh nghip buc phi t mnh tm nhng cch khc nhau cnh tranh
vi cc i th ca mnh. T khi cht lng dch v xut hin t giai on cho
s nh gi ca khch hng, nhiu nh nghin cu cng nh cc chuyn gia c
gng xc nh, o lng, v qun tr cht lng dch v.
Cht lng l mt yu t kh nm bt v xc nh. Ngy nay, khch hng
lun mong i v yu cu cht lng phi tt hn bao gi ht. Cung ng c sn
phm u t v cht lng l mt i hi i vi cng ty nhm lm hi lng khch
hng. Cht lng cng l mt tiu chun o lng, v vy nhng cng ty cung
cp cht lng tt to nn s khc bit vi cc i th cnh tranh. Ni cch khc,
cht lng c hiu nh l mt v kh cnh tranh (Pasasuraman) [7].
c bit, trong lnh vc thng tin di ng, ha nhp cng vi xu hng
chung ca th gii, th trng thng tin di ng ti Vit Nam cng ang trong giai
on chuyn dn t mt th trng c quyn do nh nc kim sot sang th trng
cnh tranh vi tc pht trin cng ngh di ng nhanh, chu k cng ngh rt
ngn, li th do chi ph u t ngy cng gim mang n nhng c hi cho nh
cung cp dch v mi tham gia th trng, ng thi l thch thc i vi nh cung
cp dch v hin ti. Hin nay, hu ht cc mng in thoi di ng ang ng trc
mt thc trng nghn mng, rt mng. y l vn thuc v cht lng dch v rt
nan gii cn phi gii quyt v c nhng bin php ph hp.
Nh vy, nhn mt cch tng th ta thy c tm quan trng ca cht lng
dch v trong mi ngnh, mi lnh vc c bit l trong ngnh vin thng. Sau khi
tip cn nhng nghin cu ca nhiu tc gi v cht lng dch v, em cm nhn
c ci hay v tnh thc tin ca n. Cht lng dch v tr thnh vn em
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
tht s quan tm v mong mun c nghin cu. Thm vo , tnh hnh thc t ti
cng ty thc tp cho thy vic nh gi cht lng dch v truyn thng di ng
hin nay ca cng ty l rt cn thit v ph hp. Do , em chn ti ng dng
thang o SERVPERF nh gi cht lng dch v vin thng di ng ti khu vc
thnh ph Nng lm ch nghin cu cho chuyn thc tp.
Mc tiu ca nghin cu l:
-
thng di ng.
-
hng, s khc bit v nh gi cht lng dch v v s hi lng theo bin nhn
khu hc.
Bi nghin cu ch dng li giai on khm ph ra cc thnh phn cht
lng dch v v s nh hng ca cc thnh phn n s hi lng khch hng.
Cc s liu thu thp c da trn nhng khch hng ang s dng dch v ca
Mobifone, Vinaphone, Viettel thng qua bt vn (phiu iu tra) sau khi nghin cu
s b (tho lun nhm).
Kt cu bi vit gm 5 chng
Chng 1: C s l thuyt v m hnh nghin cu.
Chng 2: Tng quan v tnh hnh hot ng ca cng ty VMS-Mobifone
chi nhnh ti Nng v th trng vin thng di ng ca Vit Nam.
Chng 3: Phng php nghin cu.
Chng 4: Kt qu nghin cu.
Chng 5: ngha v kt lun.
Chuyn thc tp
Chuyn thc tp
CHNG 1
C S L LUN V M HNH NGHIN CU
1.1 C s l lun v cht lng dch v
1.1.1 Khi qut v dch v
Dch v c t lu v gi v tr quan trng trong i sng kinh t x hi.
Kinh t ngy cng pht trin, dch v ngy cng gi v tr quan trng
Khi nim dch v:
Dch v l mt qu trnh hot ng bao gm cc nhn t khng hin hu, gii
quyt cc mi quan h gia ngi cung cp vi khch hng hoc ti sn ca khch
hng m khng c s thay i quyn s hu. Sn phm ca dch v c th trong
phm vi hoc vt qu phm vi ca sn phm vt cht [1,6].
T quan nim trn chng ta thy rng dch v phi gn vi hot ng to
ra n. Cc nhn t cu thnh dch v khng nh nhng hng ha hin hu, chng
khng tn ti di dng hin vt. Sn phm dch v nm trong trng thi vt cht,
ngui ta c th nghe c v mt s gic quan c th cm nhn c.
Nh vy dch v l mt loi sn phm v hnh. Khch hng nhn c sn
phm ny thng qua cc hot ng giao tip, nhn thng tin v cm nhn. c im
ni bt l khch hng ch c th nh gi c ton b cht lng ca nhng dch
v sau khi mua v s dng chng.
Mi loi dch v mang li cho ngi tiu dng mt gi tr no . Gi tr ca
dch v gn lin vi li ch m h nhn c t gi tr dch v. Nh vy y cha
bn ti hng ha ca gi tr dch v mang tnh hc thut nh trong kinh t chnh tr,
cng cha phi l gi tr s dng, v gi tr s dng c phm vi rng ln hn. Gi tr
y tha mn gi tr mong i ca ngi tiu dng, n c quan h mt thit vi
li ch tm kim v ng c mua dch v. Nhng gi tr ca h thng dch v c
gi l chui gi tr. Chui gi tr mang li li ch tng th cho ngi tiu dng dch
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
Hng ha hon ho: bao gm hng ha hin hu khi tiu dng phi c
nhn bit dch v thng thng phi tm hiu qua nhng u mi vt cht
trong mi trng hot ng dch v.
Dch v c tnh khng ng nht: Sn phm dch v khng tiu chun ha
c. Trc ht do hot ng cung ng. Cc nhn vin cung cp dch v khng th
to ra c dch v nh nhau trong nhng khong thi gian lm vic khc nhau.
Hn na khch hng tiu dng l nhng ngi quyt nh cht lng dch v dch
v da vo cm nhn ca h. Trong nhng thi gian khc nhau s cm nhn cng
khc nhau, nhng khch hng khc nhau cng c s cm nhn khc nhau. Sn phm
dch v s c gi tr cao khi tha mn nhu cu ring bit ca khch hng. Nh vy
trong cung cp dch v thng thc hin c nhn ha, thot ly khi nhng quy ch.
iu cng lm tng thm s khc bit gia chng.
Dch v c c tnh khng tch ri: Sn phm dch v gn lin vi hot
ng cung cp dch v. Cc sn phm c th l khng ng nht nhng mang tnh
h thng, u t cu trc ca dch v c bn pht trin thnh. Mt sn phm dch v
Chuyn thc tp
Khng tch ri
Dch v
Mau hng
Khng ng nht
Hnh 1. Bn c im c bn ca dch v
S khc bit ca dch v so vi sn phm hu hnh (theo Ghobadian,
Speller & Jones, 1993; Groth& Dye, 1994; Zeithaml et al., 1990, dn theo
Thongsamak, 2001) [4].
1. V hnh: Sn phm ca dch v l s thc thi. Khch hng khng th thy,
nm, s, ngitrc khi mua.
2. Khng ng nht: Gn nh khng th cung ng dch v hon ton ging
nhau.
3. Khng th chia tch: Qu trnh cung ng dch v cng l tiu th dch v,
do vy, khng th du c cc sai li ca dch v.
4. D hng: Dch v khng th tn kho. Khng th kim tra cht lng trc
khi cung ng, ngi cung cp ch cn cch lm ng t u v lm ng mi lc.
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
Chuyn thc tp
d tr, khng kim nghim c. c bit dch v khng th kim tra trc khi bn
m bo cht lng. Do tnh khng hin hu nn cc doanh nghip cm thy kh
khn hiu khch hng tip nhn dch v v nh gi dch v nh th no.
Th hai, dch v c bit l vi hm lng lao ng ln thng khng ng
nht. Vic thc hin dch v kh thay i i vi tng ngi cung cp, tng khch
hng v tng thi im c th. S tng thch v hnh vi ca cc nhn vin dch v
l rt kh m bo. Dch v doanh nghip d nh cung cp cho khch hng khc
vi dch v thc t m khch hng nhn c.
Th ba, sn xut v dch v ng thi, khng chia tch, kt qu l cht lng
dch v khng c thit k v to ra ti nh my sau phn phi rng ri cho
khch hng. Trong cc dch v s dng nhiu lao ng, cht lng xut hin trong
khi chuyn giao phn phi dch v, khi tc ng qua li gia nhn vin cung cp
dch v v khch hng. Doanh nghip dch v thc hin kim sot vi mc nht
nh ln cht lng dch v i vi nhng dch v c mt c khch hng tham
gia ln bi v khch hng nh hng n qu trnh dch v . Trong nhng tnh
hung c th, u vo l khch hng th hin nhu cu i vi ngi cung cp nn
tr thnh mt yu t quyt nh cht lng dch v c cung cp.
T nhng c im ca dch v v c im ca h thng dch v sng to
dch v, cc nh nghin cu thng nht mt s vn chung nht v cht lng
dch v:
- Khch hng kh nh gi v nhn bit cht lng dch v. Khi trao i hng
ha hin hu, khch hng s dng rt nhiu tiu chun hu hnh nh gi cht
lng nh mu m, bn , mu sc, nhn mc, cm gic, bao gi, s ph hp. Khi
chuyn giao dch v cc u mi hu hnh tn ti t hn. Trong hu ht nhng
trng hp cc bng chng hu hnh c gii hn trong cc phng tin vt cht
ca nh cung cp v nhn vin cung cp.
Chuyn thc tp
S mong i
Gi tr mong i
Rt cao
Gi tr dch v nhn c
Gi tr mong i
Cao
Gi tr mong i
Thp
Chuyn thc tp
Chuyn thc tp
Dch v k vng
Khong cch 5
Dch v cm nhn
KHCH
HNG
Khong cch 4
Dch v chuyn giao
Khong
cch 1
Thng tin n
khch hng
Khong cch 3
Chuyn i cm nhn
thnh tiu ch cht lng
Khong cch 2
Nhn thc v k vng ca
khch hng
NH
TIP
TH
CUNG
NG
DCH
V
Chuyn thc tp
Khong cch 3: hnh thnh khi nhn vin chuyn giao dch v cho khch
hng khng ng cc tiu ch nh. Vai tr nhn vin giao dch trc tip rt quan
trng trong to ra cht lng dch v.
Khong cch 4: l sai bit gia dch v chuyn giao v thng tin m khch
hng nhn c. Thng tin ny c th lm tng k vng nhng c th lm gim cht
lng dch v cm nhn khi khch hng khng nhn ng nhng g cam kt.
Khong cch 5: hnh thnh t s khc bit gia cht lng cm nhn v cht
lng k vng khi khch hng tiu th dch v. Parasuraman et al. (1985) cho rng
cht lng dch v chnh l khong cch th nm. Khong cch ny li ph thuc
vo 4 khong cch trc.
Nh vy nh gi dch v cht lng cao hay thp ph thuc vo khch hng
nhn c dch v nh th no trong bi cnh h mong i nhng g.
Cht lng m khch hng cm nhn c trong mt dch v l mt chc
nng ca c v hng ca khong cch gia dch v cm nhn v dch v k vng.
1.2 Gii thiu thang o SERVQUAL v bin th SERVPERF
S cnh tranh trong dch v ang tng dn v quan nim v cht lng dch
v tr thnh vn quan trng hng u. Cht lng dch v c nhn nh nh l
mt phn quyt nh n th phn, doanh thu trong u t v s gim chi ph
(Anderson and Zeithaml 1984; Parasuraman, Zeithaml and Berry 1985) [7].
T chc dch v cung cp nhu cu chnh yu 2 hnh thc ca cht lng: cht
lng k thut v cht lng chc nng (Gronroos 1984). u tin, cht lng k
thut l mc ngnh cng nghip c th lm cho mi th ng nh o lng
tiu chun cng nghip k thut. Tuy nhin, trong lnh vc dch v, s hiu bit cht
lng k thut thuc v chuyn mn (Bopp 1990). Tip theo l kha cnh cht
lng, cht lng chc nng, quy v phng thc dch v l chuyn giao n khch
hng (Babakus and Mangold 1992). Khi khch hng khng c thng tin v cht
lng k thut th cht lng chc nng thng l nhn t chnh c s dng
cm nhn cht lng dch v (Donabedian 1982; 1980).
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
Chuyn thc tp
Chuyn thc tp
[7]
. Nhng im
Chuyn thc tp
hnh thnh l hng kch thc v cht lng dch v. Thay vo , h tm thy cht
lng dch v chu nh hng trc tip ca cm nhn P.24.
Nhng im l l chnh ca Cronin V Taylor (1994) [7]:
a) Cronin v Taylor (1994) khng nh rng Cronin v Taylor (1992) l ch
mt trong mt s nhng thch thc gn y v mu khoa hc bnh thng
SERVQUAL v cht lng dch v P.125.
b) Cronin v Taylor (1994) tranh lun rng SERVQUAL tht s khng o
lng s hi lng ca khch hng hoc cht lng dch v, nhng hn ht n xut
hin hot ng ch mt trong s nhiu hnh thc k vng khng nht tr P.127.
c) Cronin v Taylor (1994) khng nh rng mc d h khng c mt cch
pht biu hay, v th h tha nhn tng quan c th ca cu trc SERVQUAL.
Nhng tc gi cng ch a ra nhng l l cho rng nhng item SERVQUAL l
thnh phn n nht v c gi tr.
d) Cronin v Taylor (1994) ch ra mt iu n gin rng, da vo l thuyt
chung sn c, SERVQUAL khng cho thy cu trc hu hiu.
e) Nhng tc gi gi rng k thut phn tch hi quy c dng l c gi tr
v (1) nhng item trong thang o ca Likert c s dng cho thang o
SERVQUAL v SERVPERF trong khi mt item mang ngha khc bit c s dng
cho hu ht vic o lng cht lng dch v (phng php o lng khc nhau) v
(2) n khng hin nhin rng s o lng ph thuc hiu nng P.129
f) Cui cng, Cronin v Taylor (1994) khng nh rng t SERVQUAL
dng nh c s h tr mt t nghin cu thc nghim v l thuyt, cu hi thc t
l cn phi hi c hoc khng. SERVPERF c th cho mt thang o c gi tr v
ng tin cy ca cht lng dch v. Nhng tc gi nhn mnh rng, da trn
nghin cu ca h, thang o ny cung cp mt cng c ng tin cy, c gi tr, v
hu ch cho vic o lng hu ht cc mc v trng thi ca cht lng dch
v.
Chuyn thc tp
Thng tin
truyn ming
Nhu cu c
nhn
Kinh nghim
qu kh
Dch v k vng
Cht
lng dch
v cm
nhn
Dch v cm nhn
Chuyn thc tp
Tnh tin ng
Ghi chp chnh xc
Thc hin dch v ng k hoch
(3) p ng: Bo m dch v khi no cng c th tha mn nhu cu ca khch
hng bao gm:
Quy ch, th tc dch v
Giao dch dch v nhanh chng
Khch hng ti trong mi tnh hung
Dch v nhanh tha mn tc thi
(4) Nng lc phc v: C ngha l k nng v kin thc cn thit thc hin dch
v bao gm:
Kin thc v k nng ca nhn vin cung cp
Kin thc v k nng ca nhn vin tr gip
Kh nng nghin cu, qun l iu hnh ca t chc
(5) Tip cn: Bao gm kh nng tip cn d dng c ngha l:
Dch v d tip cn (in thoi trc tip hoc thng tin i chng)
Thi gian ch dch v khng qu lu
Thi hian hot ng thun tin
V tr thun tin cho phng tin dch v
(6) n cn: Tnh lch s , tn trng, quan tm, thn thin ca nhn vin cung cp
dch v
Quan tm ti ca ci v t sn ca khch hng
Nhn vin cung cp thin cm lch s hp dn
Chuyn thc tp
(7) Thng tin: Hng dn cho khch hng bng li ni ngn gn h hiu v lng
nghe h. Ch ti phong cch, thi i vi nhng khch hng khc nhau (kiu
cch vi ngi c hc, thng thng n gin vi ngi bnh thng) vi ni dng
l:
Gii thch dch v
Gii thch gi c ca dch v
Gii thch s chuyn giao dch v v chi ph
m bo vi khch hng vn s c gii quyt
(8) Tn nhim: S tin tng, trung thc lm cho khch hng hi lng, vui v trong
lng h, c th l:
Tn cng ty
S ni ting ca cng ty
Tnh cch ca nhn vin cung cp dch v
tin cy trong hot ng chuyn giao dch v
(9) An ton: Khng b nguy him, khng mo him, khng nghi ng
An ton v vt cht
An ton v ti chnh
B mt
(10) Thu hiu:
Hc tp, o to nhng k nng ring bit theo yu cu ca khch hng
Ch ti nhu cu c nhn
Tha nhn khch hng quen
Thang o ny bao qut hu ht mi kha cnh ca dch v, tuy nhin thang o
cho thy c s phc tp trong o lng, khng t gi tr phn bit trong mt s
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Dch v k vng
(Expected Service)
Dch v cm nhn
(Perceived Service)
Chuyn thc tp
Chuyn thc tp
[3]
Chuyn thc tp
Cht lng
dch v
Sn phm
dch v
Chuyn
giao dch v
Mi trng
dch v
Chuyn thc tp
Gronroos (1982) and Bitner (1992). M hnh ny cho rng cht lng dch v tn ti
3 phn r rmg: sn phm dch v, dch v chuyn giao v mi trng dch v. Sn
phm dch v l kt qu v cm nhn ca khch hng v dch v. Chuyn giao dch
v l qu trnh tiu dng v nhng s kin lin quan xy ra tong sut cc hot ng
dch v. Mi trng dch v bao gm mi trng bn trong v bn ngoi. Mi
trng dch v l quan trng bi v n cho thy mt vai tr quan trng cn thit
trong s pht trin cm nhn dch v ca ngi tiu dng (Bitner, 1992).
1.4.2 The Nordic Model
Dch v k vng
(Expected
Service)
Dch v cm
nhn (Perceived
Service)
Hnh
nh
Cht lng k
thut (Technical
Quality)
What ?
Chuyn thc tp
S hi lng
(Satisfaction)
An ton
(Assurance)
Cm thng
(Empathy)
Chuyn thc tp
Chuyn thc tp
CHNG 2
TNG QUAN V TNH HNH HOT NG CA CNG TY VMS
MOBIFONE V TH TRNG VIN THNG DI NG VIT NAM
Chuyn thc tp
quc (tnh n 31/3/2007). Mobifone hin ang cung cp trn 40 dch v gi tr gia
tng v tin ch cc loi.
Mobifone khng ngng n lc xy dng c s h tng v tim lc vng chc,
sn sng cho hi nhp v cnh tranh trn th trng thng tin di ng. i ng 3.000
cn b cng nhn vin ca Mobifone lun sn sng p ng nhanh nht v hiu qu
nht cc yu cu ca khch hng.
Nhng n lc v cng hin ca Mobifone c th trng ghi nhn.
Mobifone vinh d c ngi tiu dng bnh chn l "Mng in thoi di ng
c a thch nht nm 2005" do bo Echip t chc v "Thng hiu mnh Vit
Nam 2005" do Thi bo Kinh t Vit Nam t chc.
Hnh nh m Mobifone mun to dng trong lng cng chng l mng di
ng lun khin khch hng hi lng v thoi mi. Hnh nh ny c da trn
nhng nguyn tc c bn trong vn ha Mobifone, l:
- Dch v cht lng cao.
- Lch s v vui v.
- Lng nghe v hp tc.
- Nhanh chng v chnh xc.
- Tn ty v sng to.
xy dng v cng c hnh nh , Mobifone nh hng 8 cam kt vi
khch hng. Khi gp khch hng, mi nhn vin Mobifone s:
1. n tip mi khch hng vi li cho, c ch, n ci, nh mt thn thin.
Nu c th, gi tn khch hng.
2. Lng nghe v phc v khch hng vi thi tn trng.
3. C gng tm hiu v d on nhu cu ca khch hng nhm p ng hn
nhng mong i ca khch hng.
Chuyn thc tp
Chuyn thc tp
CC PH GIM C
P. K HOCH BN HNG
& MARKETING
P. CHM SC KHCH
HNG
P. TIN HC TNH CC
P. THANH TON CC PH
P. K THUT IU HNH
KHAI THC
P. QUN L U T XY
DNG
P. K TON THNG K TI
CHNH
Trung tm
TTD
Khu vc I
Trung tm
TTD
Khu vc II
Trung tm
TTD
Khu vc III
Trung tm
TTD
Khu vc IV
Trung tm
TTD
Khu vc V
Chuyn thc tp
n v u tin khai thc dch v thng tin di ng tiu chun GSM 900 (h thng
thng tin di ng tiu chun Chu u) ti min Trung v Ty Nguyn.
Nm 1996, mng li Mobifone ti min Trung v Ty Nguyn tip tc c
m rng n tnh Qung Nam. ng thi, b phn chm sc khch hng ti
Nng c thnh lp cng vi s ra i ca Trung tm tr li khch hng 145, gii
p cc thc mc ca khch hng.
Nm 1997, 22 trm pht sng c a vo hot ng vi cc thit b o,
hiu chnh nhm nng cao cht lng dch v, ph sng khp 11/11 tnh Min
Trung. Hng trm cc ca hng, i l, im bn hng v i ng bn hng trc tip
c thnh lp. Cc dch v gi tr gia tng a dng, hot ng chm sc khch hng
c nhng bc pht trin mi.
m rng vng phc v cho khch hng ca Mobifone v cung cp dch v
cho khch hng nc ngoi n Vit Nam, Trung tm a vo khai thc v cung
cp dch v Roaming quc t. Dch v c a vo khai thc l nhm tng kh
nng phc v v nhm tng doanh thu t nhng khon thu ca khch hng quc t
s dng dch v ca Mobifone m khng cn mg k thu bao. Tng cng ty VMS
v TTTTDDKV III k kt hp ng Roaming vi cc i tc ca cc nc nh
i Loan, Hng Kng, Singapore, Thi Lan, Campuchia
Thng 10/1999, dch v thng tin di ng tr trc Mobi Card chnh thc
c cung cp ti Vit Nam. S lng thu bao mi tng ln nhanh chng.
Mobifone tr thnh nh khai thc dch v ny ti Min Trung v Ty Nguyn, dch
v tin nhn SMS cng c th nghim a vo khai thc. S lng thu bao
tng ln 10.000.
Mng Mobifone tip tc c nng cao vi cc dch v nh Wap, Mobichat,
MobiMailcc hot ng bn hng v chm sc khch hng tip tc c y
mnh v pht trin.
Nm 2003, trn th trng dch v thng tin di ng xut hin nhiu i
th cnh tranh mi gia nhp ngnh. Do , chin lc cng ty a vo khai thc v
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
Nhim v:
- S dng c hiu qu cc ngun lc ca cng ty giao cho Trung tm qun l
nhm pht trin sn xut kinh doanh, bo tn v pht trin phn vn v cc ngun
lc khc
- ng k kinh doanh v kinh doanh ng doanh mc ngnh ngh ng k
- Chu trch nhim trc cng ty v kt qu hot ng, chu trch nhim
trc khch hng v php lut v sn phm dch v do Trung tm thc hin
- Phi hp to iu kin thun li v mi mt cho cc n v khc trong ton
cng ty t mc tiu k hoch chung v kinh doanh ca cng ty
- Thc hin xy dng nhim v sn xut v cung ng dch v phc v quc
phng, an ninh, phng chng thin tai, cc hot ng cng ch do cng ty giao.
- Chp hnh cc iu l, quy trnh, quy phm tiu chun k thut gi v chnh
sch ca Nh nc, Tng cng ty.
- Qun l mng li ph sng, t chc h thng thu cc in thoi, h thng
bo hnh v chm sc khch hng khu vc Min Trung.
- Nghin cu nhu cu cu khch hng trong khu vc ra cc chnh sch,
chin lc kinh doanh thch hp cho Trung tm.
- o to i ng bn hng, k thut v qun l c nng lc lm vic mt
cch hiu qu trong mi trng kinh doanh.
Mc tiu:
Trn c s ngun lc ca cng ty v nhng mong i ca khch hng, lnh
o cng ty thng tin di ng xc nh: Chnh sch cht lng l kim ch nam cho
mi hot ng ca cng ty: khng ngng ci tin cht lng dch v thng tin di
ng do cng ty cung cp bao gm cht lng mng li, dch v bn hng v dch
v sau khi bn nhm p ng nhu cu ca khch hng v m bo cung cp cc dch
v theo ng cam kt.
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
Chuyn thc tp
Chuyn thc tp
tng v tin ch cc loi. Trong cc thu bao tr trc ng vai tr rt quan trng,
chim ti 75% s lng thu bao v em li 60% thu nhp.
Mobifone khng ngng n lc xy dng c s h tng v tim lc vng chc,
sn sng cho hi nhp v cnh tranh trn th trng thng tin di ng. Hin nay
Mobiphone ang s dng cng ngh GSM (Th h 2G v ang tin ti 3G)
b. Vinaphone:
L mt cng ty con ca Tng Cng Ty Bu Chnh Vin Thng Vit Nam,
c ra i t 26/06/1996. Hin nay, VinaPhone ph sng 64/64 tnh thnh Vit
Nam v kt ni chuyn vng quc t vi hn 60 quc gia vi trn 163 nh khai thc.
Tnh n thng 7/2007 Vinaphone c khong 5.9 triu thu bao, chim khong 29%
th phn ngnh. VinaPhone hin ang trin khai lp t v c trn 1350 trm pht
sng trn ton quc v phn u ph sng 100% cc huyn, th x trn ton Vit
Nam, m bo dung lng mng li phc v 10 triu thu bao. VinaPhone cam
kt cng khch hng i ti tng lai vi vic cung cp nhng dch v mi nht,
cng ngh mi nht.
c. Viettel
Viettel thuc cng ty vin thng qun i, tham gia vo th trng vin thng
vo nm 2005, sau 2 nm hot ng hin nay Viettel c khong 6,9 triu thu bao,
chim khong 34.5% th phn ngnh. Cng nh Vinaphone v Mobiphone, Viettel
s dng cng ngh GSM vi nhiu tin ch trong dch v gi tr gia tng cho khch
hng.
d. S-Fone:
Ra i th ba trn th trng vin thng, S-Fone - mng di ng CDMA u
tin ti Vit Nam, v ti Nng mi ch 25.165 thu bao t chim 4,8%, y l
con s cn kh khim tn so vi cc mng GSM. S-Fone ang thc hin k hoch
ln hy vng "o ngc tnh th" nh ph sng ton quc, d kin tnh cc
block 1 giy ngay t giy u tin. Bn cnh , S-Fone s tng vng ph sng v
dch v gi tr gia tng cao cp. S-Fone cng tin hnh nng cp mng CDMA 2000 SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
lin tc. Tuy nhin, cc chng trnh khuyn mi tp trung vo bn thm cc SIM
card mi dn n vic khng xc nh c s lng thu bao thc trn mng. Vic
d dng trong cung cp cc SIM card mang n thun tin ln cho khch hng trong
la chn s dng dch v in thoi di ng. Tuy nhin, n cng to ra vn ln
trong qun l x hi nh xc nh trch nhim ch thu bao v ngun thng tin
(quy ph, truyn pht thng tin vi phm thun phong m tc, cc vn v an ninh
quc phng v qun l x hi). gii quyt vn ny, thng 9/2007, B MIC
ban hnh quyt nh bt buc phi ng k thng tin c nhn i vi ch thu bao
tr trc. Th tc trn c th tc ng phn no n tm l ngi s dng khi la
chn s dng dch v, nhng cc tc ng ny khng ln bng vic cc nh khai
thc phi lp li h s qun l cc thu bao tr trc c.
Cc mng di ng ca Vit Nam hin thi vn theo chun 2G hay 2.5 G
cung cp ch yu dch v thoi v mt s loi dch v gi tr gia tng nh SMS,
WAP, GPRS. Hin cc nh khai thc di ng ang tp trung chuyn i sang mng
3G, nhng vi tc chm chp do cn gp nhiu kh khn v dch v ni dung
thng tin v thit b u cui t . D kin n 2011, th trng dch v 3G t
khong 3 triu thu bao chim 6% tng thu bao di ng.
Hin ti, MIC vn ang trong qu trnh xem xt cp php mng 3G. Theo d
kin cc giy php v 3G v WiMAX s c cp theo c ch xt tuyn (beauty
contest) vo cui nm 2007. C 6 nh cung cp dch v trnh h s xin cp
php. Vinaphone v Mobifone d kin cung cp thng mi cc dch ny vo cui
nm 2007. Trong , Mobifone kt thc d n th nghim 2 nm v dch v 3G,
cn Vinaphone ang trong giai on th nghim vi i tc Nokia, d kin s hon
tt vo thng 9/2007. S-Fone trin khai cng ngh CDMA EV-DO 3G. EVN
Telecom v Hanoi Mobile (HTC) cng c k hoch tng t trin khai cc dch
v th h tip theo trn mng CDMA ca mnh. Viettel s trin khai dch v 3G trn
mng WCDMA.
Th trng dch v di ng t mc tng trng cao nht vi trn 10 triu
thu bao mi trong nm 2006, tng 104% so vi 2005, nng tng s thu bao di
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
ng ca Vit Nam ln khong 20 triu. Th trng bng pht do nhu cu tiu dng
tng cao, cng vi chnh sch to cnh tranh trn th trng vin thng di ng ca
Chnh ph. Theo RJB Consultants, cng ty t vn chuyn ngnh vin thng, s thu
bao di ng ca Vit Nam s tng ln 20 triu vo nm 2008 v vt qua mc 25
triu vo nm 2010. Trong nm nm ti, c cu th trng vin thng di ng Vit
Nam hu nh vn khng thay i, trong H Ni v TP.HCM vn ln nht, chim
n mt na tng thu bao ca c nc. C RJB Consultants v Cng ty Nghin cu
th trng GFK Asia u d bo tc pht trin thu bao in thoi di ng Vit
Nam sau nm 2008 s gim v n nh mc trn 10% trong mt thi gian.
S lng trm pht sng lin tc pht trin, s thu bao tng siu tc, cc
gim bt ng l nhng im nhn quan trng trong bc tranh ton cnh th trng
vin thng Vit Nam nm 2007.
Cc nh khai thc di ng ang s dng cng c gi tin hnh cnh tranh.
Vic lin tc gim gi cc to ra s tng trng nhanh chng trn th trng di
ng. Vi vic VNPT vi t cch l nh khai thc khng ch th trng (30%) b
qun l cht ch v gi cc to iu kin thun li cho cc nh khc thc mi
nh Viettel bt ph. Tuy nhin, cuc chin v gi cc dn n s suy gim cht
lng dch v, tc nghn mng li v gia tng khiu kin khch hng. iu ny
buc c quan qun l nh nc vo cuc qua vic cng b tiu chun cht lng
dch v bt buc v cc cuc kim tra, gim st quy trnh cung cp dch v m
bo quyn li khch hng.
Nhm nng cao cht lng mng, trong nm 2007, cc nh khai thc dch v
vin thng di ng tng tc xy dng trm pht sng vin thng di ng (BTS)
m rng vng ph sng. Nm 2007 cng l nm ln u tin trong lch s Ngnh
Vin thng, cht lng dch v vin thng c cng b qua kim tra t xut ca
Cc Qun l Cht lng Dch v Bu chnh - Vin thng v Cng ngh Thng tin
(B Thng tin v Truyn thng).
Cui nm 2007, 3 nh khai thc dch v vin thng di ng cng ngh GSM
(VinaPhone, MobiFone v Viettel) u a ra con s honh trng v s lng
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
STT
Tn ch tiu
T l cuc gi b ri
Cht lng thoi (im cht lng thoi trung
bnh)
3
4
5
6
7
8
chnh xc ghi cc
- T l cuc gi b ghi cc sai
- T l thi gian m thoi b ghi cc sai
T l cuc gi tnh cc, lp ha n sai
kh dng ca dch v
Khiu ni ca khch hng v cht lng dch v
(S khiu ni/ 100 khch hng/ 3 thng)
Hi m khiu ni ca khch hng (t l hi m
khiu ni cho khch hng trong thi hn 48 gi k
t thi im tip nhn khiu ni)
Dch v h tr khch hng
- Thi gian cung cp h tr khch hng qua in
thoi
- T l cuc gi ti h tr khch hng, chim mch
thnh cng v nhn c tn hiu tr li ca in
thoi trong vng 60 giy
Mc theo
TCN 68186: 2006
92%
Mc cng
b
92%
5%
5%
3,0
3,0
0,1%
0,1%
0,1%
0,1%
0,01%
99,5%
0,01%
99,5%
0,25
0,25
100%
100%
24 h/ngy
80%
24 h/ngy
80%
Chuyn thc tp
CHNG 3
PHNG PHP NGHIN CU
Dng
Phng php
K thut
Mu
S b
nh tnh
5 p vin
Chnh thc
nh lng
N = 240
3.1.1 Nghin cu s b
Tuy thang o SERVQUAL v bin th ca n l SERVPERF c cng
nhn gi tr v c cc nh nghin cu thuc nhiu quc gia p dng nhiu trong
cc cuc nghin cu thc nghim, nhng tin cy cn ph thuc vo nhiu yu t
nh vng, min, lnh vc hot ng. Do , trc khi i vo nghin cu chnh thc
th s tin hnh mt cuc nghin cu s b nhm xc nh cc bin o lng, bng
cch phng vn trc tip nhm ngi gm 5 p vin l bn b v ngi thn xc
nh cc yu t nh gi cht lng dch v. Ni phng vn s c ghi nhn, tng
hp, lm c s cho vic hiu chnh thang o.
Tip theo, bng cu hi c hiu chnh, ly kin ca thy gio hng dn,
pht hnh th, ghi nhn cc phn hi, hon chnh bng cu hi ln cui chun b
cho giai on tip theo l nghin cu chnh thc.
3.1.2 Nghin cu chnh thc
Nghin cu chnh thc l nghin cu nh lng vi k thut thu thp d liu
l phng vn qua bng cu hi. Trong bng cu hi, ngoi phn thng tin c nhn v
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
Phng tin
hu hnh
1
2
3
4
9
10
Tin cy
11
12
13
p ng
Nng lc
phc v
14
15
16
17
18
Chuyn thc tp
19
20
21
Cm thng
22
23
Phng tin hu
hnh
(Tangibles)
Tin cy
(Reliability)
Tan.1
Tan.2
Tan.3
Tan.4
5
6
Tan.5
Tan.6
Rel.1
Rel.2
Rel.3
10
Rel.4
11
Rel.5
12
Rel.6
Chuyn thc tp
p ng
(Responsiveness)
Nng lc phc
v
(Assurance)
Cm thng
(Empathy)
13
Rel.7
14
Res.1
15
Res.2
16
Res.3
17
Res.4
18
Res.5
19
Res.6
20
Ass.1
21
Ass.2
22
Ass.3
23
Emp.1
24
25
26
Loi hnh
thu bao
Thu bao tr
trc
Thu bao tr
sau
Cng
Gii tnh
Nam
Mobifone
Cng
Viettel
54
77.1
54
71.1
53
74.6
161
74.2
16
22.9
22
28.9
18
25.4
58
25.8
70
100
76
100
71
100
217
100
28
40
37
48.7
29
40.8
94
43.3
Chuyn thc tp
N
42
60
39
51.3
42
59.2
123
56.7
70
100
76
100
71
100
217
100
Di 6 thng
8.6
10
13.2
21
29.6
37
17.1
T 612 thng
Trn 12 thng
6
58
8.6
82.9
15
51
19.7
67.1
18
32
25.4
45.1
39
141
18
65
70
100
76
100
71
100
217
100
2.9
3.9
2.3
11.4
2.6
10
4.6
11.4
11
14.5
16
22.5
35
16.1
50
71.4
56
73.7
54
76.1
160
73.7
2
70
2.9
100
4
76
5.3
100
1
71
1.4
100
7
217
3.2
100
Cng
Thi gian
s dng
Cng
Khng i hc
chnh thc
Trnh
hoac vn
Tiu hc
Trung hc c
s
Trung hc ph
thng
Trung cp/
Chng ch o
to/ Trng
ngh
i hc/ Cao
ng
Trn i hc
Cng
Chuyn thc tp
CHNG 4
KT QU NGHIN CU
4.1 nh gi thang o
4.1.1 S hi lng
Thang o s hi lng c kim nh bng tin cy v phn tch nhn t.
tin cy c nh gi qua Cronbach Alpha, nu nh h s Cronbach
Alpha ca cc bin quan st ln hn Cronbach Alpha trung bnh th bin s b
loi (khng m bo tin cy). Trong h s Cronbach Alpha 0.6 v tng
quan bin tng >0.3
Trong phn tch nhn t, phng php c dng l Principal component do
s hi lng l n hng. Thang o c chp nhn khi phng sai trch t t 50%
tr ln.
4.1.1.1 tin cy
Cronbachs Alpha
N
0.799
4
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Sat-1
10.53
0.680
0.728
Sat-2
10.64
0.642
0.736
Sat-3
10.71
0.599
0.755
Sat-4
10.71
0.578
0.783
Chuyn thc tp
0.841
Sat-2
0.818
Sat-3
0.780
Sat-4
0.759
Eigenvalue
2.562
64.048
0.767
6
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Tan-1
18.79
0.522
0.733
Tan-2
18.99
0.646
0.701
Chuyn thc tp
Tan-3
19.07
0.540
0.726
Tan-4
19.03
0.697
0.687
Tan-5
19.00
0.533
0.728
Tan-6
18.66
0.191
0.808
0.830
7
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Rel-1
21.86
0.587
0.806
Rel-2
21.78
0.583
0.806
Rel-3
21.82
0.624
0.799
Rel-4
21.93
0.556
0.810
Rel-5
21.90
0.531
0.814
Rel-6
21.61
0.533
0.814
Rel-7
21.89
0.622
0.800
0.763
8
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Res-1
17.88
0.595
0.704
Res-2
17.94
0.544
0.718
Res-3
18.24
0.548
0.717
Res-4
17.86
0.587
0.711
Res-5
18.02
0.462
0.740
Res-6
17.50
0.320
0.773
Chuyn thc tp
Cronbachs Alpha
N
0.769
3
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Ass-1
7.47
0.562
0.736
Ass-2
7.37
0.628
0.661
Ass-3
7.20
0.620
0.671
0.627
4
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Emp-1
9.97
0.519
0.372
Emp-2
10.10
0.482
0.399
Emp-3
10.94
0.002
0.699
Emp-4
9.90
0.339
0.434
0.808
5
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Tan-1
14.75
0.539
0.796
Tan-2
14.94
0.657
0.754
Chuyn thc tp
Tan-3
15.02
0.571
0.778
Tan-4
14.98
0.691
0.744
Tan-5
14.96
0.551
0.784
0.773
5
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Res-1
13.89
0.565
0.725
Res-2
13.94
0.530
0.736
Res-3
14.25
0.587
0.717
Res-4
13.87
0.578
0.724
Res-5
14.03
0.482
0.754
0.799
3
Trung bnh
thang o nu
loi bin
Tng quan
bin tng
Cronbach
Alpha nu loi
bin
Emp-1
7.28
0.544
0.573
Emp-2
7.41
0.569
0.537
Emp-4
7.21
0.438
0.704
Chuyn thc tp
Tan-1
0.681
Tan-2
0.769
Tan-3
0.599
Tan-4
0.718
Tan-5
0.695
Rel-1
0.673
Rel-2
0.782
Rel-3
0.735
Rel-4
0.601
Rel-5
0.445
Rel-6
0.463
Rel-7
0.540
Res-1
0.500
Res-2
0.758
Res-3
0.738
Res-4
0.563
Res-5
0.519
Ass-1
0.581
Ass-2
0.760
Ass-3
0.790
Emp-1
0.677
Emp-2
0.618
Emp-4
0.545
Bng 4.5: Phn tch nhn t SERVPERF
Chuyn thc tp
nh ngha
K
hiu
Cc bin
Nhn vin
Sta
Tin cy
Rel
Phng tin
hu hnh
C s vt cht th hin
ra bn ngoi
Tan
Dch v gia
tng v s
thun tin
Ser
Tn
Bng 4.6: Cc thnh phn thang o SERVPERF sau khi phn tch nhn t
Nh vy, thang o SERVPERF c hiu chnh v nh gi li tin cy
theo tng phn ca thang o nh sau:
Sta
Nhn vin
Cronbachs Alpha
N bin
0.843
6
Trung
Tng
bnh thang
quan bin
o nu
tng
loi bin
Cronbach
Alpha
nu loi
bin
Ass-1
18.42
0.561
0.829
Ass-2
18.31
0.704
0.801
Ass-3
18.15
0.691
0.804
Chuyn thc tp
Emp-1
18.30
0.645
0.813
Emp-2
18.43
0.596
0.822
18.23
0.546
0.833
Tin cy
Cronbachs Alpha
N bin
0.830
7
Trung
Tng
bnh thang
quan bin
o nu
tng
loi bin
Cronbach
Alpha
nu loi
bin
Rel-1
21.86
0.587
0.806
Rel-2
21.78
0.583
0.806
Rel-3
21.82
0.624
0.799
Rel-4
21.93
0.556
0.810
Rel-5
21.90
0.531
0.814
Rel-6
21.61
0.533
0.814
Rel-7
21.89
0.622
0.800
Tan
Cronbachs Alpha
N bin
0.808
5
Trung
Tng
bnh thang
quan bin
o nu
tng
loi bin
Cronbach
Alpha
nu loi
bin
Chuyn thc tp
Tan-1
14.75
0.539
0.796
Tan-2
14.94
0.657
0.754
Tan-3
S thu ht v c s vt cht ca nh
cung cp (phm vi ph sng rng,
sng mnh)
15.02
0.571
0.778
Tan-4
Nh cung cp dch v c my mc
thit b tn tin
14.98
0.691
0.744
Tan-5
14.96
0.551
0.784
Ser
Cronbachs Alpha
N bin
0.773
5
Trung
Tng
bnh thang
quan bin
o nu
tng
loi bin
Cronbach
Alpha
nu loi
bin
Res-1
13.89
0.565
0.725
Res-2
13.94
0.530
0.736
Res-3
14.25
0.587
0.717
Res-4
13.87
0.578
0.724
Res-5
14.03
0.482
0.754
Bng 4.7(d): tin cy Cronbach Alpha - Dch v gia tng v s thun tin
tin cy c nh gi theo tng thnh phn (trnh by bng 4.8). Kt qu
cho thy h s tng quan bin tng v h s Alpha t yu cu tt c 4 thnh
phn, khng c bin quan st no b loi thm.
Nh vy thang o SERVPERF sau khi c ng dng nh gi cht lng
dch v cho ngnh vin thng di ng (thng qua 3 mng di ng ch yu:
Vinaphone, Mobifone, Viettel) c s thay i cc thnh phn cht lng dch v.
T 5 thnh phn gim cn 4 thnh phn v cng c s thay i tn, khi nim
v k hiu.
Chuyn thc tp
Sau khi kim nh thang o mi vi 4 thnh phn (Nhn vin; Tin cy;
Phng tin hu hnh; Dch v gia tng v s thun tin) t tin cy v s phn
bit cn thit, sn sng s dng cho nhng phn tch tip theo.
4.2 Hiu chnh m hnh nghin cu v cc gi thuyt:
Cc thnh phn ca thang o SERVPERF c s thay i, do m hnh
nghin cu oc diu chnh li nh sau
Nhn vin
(Sta)
Tin cy
(Rel)
S hi lng
(Sat)
Phng tin
hu hnh
(Tan)
Dch v gia
tng v s
thun tin (Ser)
Chuyn thc tp
H3: Phng tin hu hnh quan h dng vi S hi lng, ngha l phng tin hu
hnh c khch hng nh gi cng cao th mc hi lng v cht lng cng
ln v ngc li.
H4: Dch v gia tng v s thun tin quan h dng vi S hi lng.
Nhm gi thuyt v s khc bit v nh gi cht lng dch v v s hi
lng theo cc bin nhn khu hc v c im s dng.
H7: C s khc bit v nh gi cht lng dch v theo loi mng s dng
H8: C s khc bit v nh gi cht lng dch v theo thi gian s dng
H9: C s khc bit v nh gi cht lng dch v theo gii tnh
H10: C s khc bit v nh gi cht lng dch v theo trnh hc vn
Mi nhm gi thuyt t H6 n H19 gm 5 gi thuyt nhnh tng ng vi
vic kim nh s khc bit ca 5 thnh phn cht lng dch v.
H11: C s khc bit v S hi lng theo loi mng s dng
H12: C s khc bit v bit v S hi lng theo thi gian s dng
H13: C s khc bit v bit v S hi lng theo gii tnh
H14: C s khc bit v bit v S hi lng theo trnh hc vn
4.3 Kim nh s ph hp ca m hnh Phn tch hi quy
Trc khi phn tch hi quy, ly bnh qun v im s Li-kert cc bin quan
st cm li theo nhn t mi trn c s d liu SPSS.
kim nh s ph hp ca m hnh, trc ht ma trn tng quan gia
bin ph thuc s hi lng v cc bin c lp l 5 thnh phn SERVPERF c
thit lp. Cn c vo h s tng quan t mc ngha 0.05, mt s m hnh hi
quy a bin s c tin hnh chn ra m hnh tt nht
Chuyn thc tp
Rel
Tan
Res
Sta
Rel
0.599(**)
Tan
0.520(**)
0.560(**)
Res
0.666(**)
0.572(**)
0.494(**)
Sat
0.502(**)
0.391(**)
0.399(**)
0.485(**)
Sat
Model
H s
chun ha
Sig.
2.534
0.012
VIF
lch
tiu chun
(Constant)
0.769
0.303
Sta
0.319
0.101
0.265
3.178
0.002
2.127
Rel
0.034
0.095
0.028
0.356
0.722
1.893
Tan
0.159
0.086
0.134
1.849
0.046
1.611
Res
0.256
0.092
0.226
2.791
0.006
2.004
Beta
Chuyn thc tp
H s cha chun ha
Model
Sig.
2.697
0.008
VIF
lch
tiu chun
(Constant)
0.794
0.294
Sta
0.329
0.096
0.273
3.413
0.001
1.967
Ser
0.263
0.089
0.232
2.955
0.003
1.900
Tan
0.168
0.081
0.142
2.073
0.039
1.448
Beta
Chuyn thc tp
Chuyn thc tp
Levene Statistic
df1
df2
Sig.
Sta
0.150
214
0.861
Rel
0.776
214
0.461
Tan
0.073
214
0.930
Res
0.940
214
0.392
Bng 4.11(a): Kim tra tnh ng nht ca phng sai (gi thuyt H5)
V Sig. > 0.05 nn ta c th khng nh phng sai ca cc nhm l bng
nhau, tha mn iu kin phn tch ANOVA
Sta
Rel
Tan
Ser
Tng bnh
phng
df
Trung bnh
ca bnh
phng
Sig.
Between Groups
0.154
0.077
0.337
0.714
Within Groups
49.034
214
0.229
Total
49.188
216
Between Groups
0.756
0.378
1.685
0.188
Within Groups
48.019
214
0.224
Total
48.775
216
Between Groups
0.032
0.016
0.066
0.936
Within Groups
51.186
214
0.239
Total
51.218
216
Between Groups
0.268
0.134
0.517
0.597
Within Groups
55.502
214
0.259
Total
55.770
216
Chuyn thc tp
df1
df2
Sig.
Sta
0.990
214
0.373
Rel
0.124
214
0.883
Tan
0.448
214
0.640
Ser
1.582
214
0.208
Bng 4.12(a): Kim tra tnh ng nht ca phng sai (gi thuyt H6)
Kt qu bng 4.12(a) cho thy Sig.>0.05 nn phng sai cc nhm bng
nhau, tha mn iu kin phn tch ANOVA
Sta
Rel
Tan
Ser
Tng bnh
phng
df
Trung bnh ca
bnh phng
Sig.
Between Groups
2.724
1.362
6.273
0.002
Within Groups
46.464
214
0.217
Total
49.188
216
Between Groups
1.316
0.658
3.967
0.050
Within Groups
47.459
214
0.222
Total
48.775
216
Between Groups
1.288
0.644
2.759
0.066
Within Groups
49.930
214
0.233
Total
51.218
216
Between Groups
2.641
1.320
5.318
0.006
Within Groups
53.129
214
0.248
Total
55.770
216
Chuyn thc tp
Sta
Equal
variances
assumed
Equal
variances
not
T-test
S khc lch
bit trung khc bit
bnh
chun
Sig.
df
Sig. (2tailed)
1.206
0.273
2.075
215
0.039
0.13461
0.06488
2.035
184.079
0.043
0.13461
0.06614
Chuyn thc tp
assumed
Rel
Equal
variances
assumed
2.593
0.109
Equal
variances
not
assumed
Tan
Equal
variances
assumed
1.481
0.225
Equal
variances
not
assumed
Ser
Equal
variances
assumed
Equal
variances
not
assumed
0.435
0.510
2.255
215
0.025
0.14545
0.06449
2.181
170.577
0.031
0.14545
0.06669
0.091
215
0.928
0.00609
0.06686
0.090
186.129
0.929
0.00609
0.06801
0.496
215
0.620
0.03460
0.06973
0.488
185.683
0.626
0.03460
0.07096
Chuyn thc tp
df1
df2
Sig.
Sta
3.606
212
0.007
Rel
1.337
212
0.257
Tan
3.204
212
0.014
Ser
0.781
212
0.539
Bng 4.14(a): Kim tra tnh ng nht ca phng sai (gi thuyt H8)
Qua phn tch bng 4.14(a), ta thy Sig.(Sta)=0.007 v Sig.(Tan)=0.014 u
<0.05 nn khng tha mn iu kin phn tch ANOVA. Cn Sig.(Rel)=0.257 v
Sig.(Ser)=0.539 u >0.05. Do tha mn iu kin cho phn tch ANOVA.
Rel
Ser
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Tng bnh
phng
df
0.815
47.960
48.775
1.206
54.564
55.770
4
212
216
4
212
216
Trung bnh
ca bnh
phng
0.204
0.226
0.302
0.257
Sig.
0.901
0.464
1.172
0.324
Chuyn thc tp
df1
df2
Sig.
2.224
214
0.111
Bng 4.15(a): Kim tra tnh ng nht ca phng sai (gi thuyt H11)
V Sig. = 0.111>0.05 nn ta c th khng nh phng sai ca cc nhm l
nh nhau, do tha mn iu kin phn tch ANOVA
df
Trung bnh
ca bnh
phng
Sig.
0.096
0.048
0.143
0.867
Within Groups
71.396
214
0.334
Total
71.492
216
Tng bnh
phng
Between Groups
Chuyn thc tp
Vi gi thuyt H12
Levene Statistic
df1
df2
Sig.
0.738
214
0.479
Bng 4.16(a): Kim tra tnh ng nht ca phng sai (gi thuyt H12)
V Sig.=0.479>0.05 nn c th khng nh phng sai gia cc nhm bng
nhau, do tha mn iu kin phn tch ANOVA.
df
Trung bnh
ca bnh
phng
Sig.
4.897
2.448
7.868
0.001
Within Groups
66.595
214
0.311
Total
71.492
216
Tng bnh
phng
Between Groups
Equal
Sat variances
assumed
Equal
variances
not
assumed
T-test
S khc
bit trung
bnh
lch
khc bit
chun
Sig.
df
Sig. (2tailed)
0.934
0.335
1.120
215
0.264
0.08824
0.07877
1.121
200.556
0.264
0.08824
0.07874
Chuyn thc tp
df1
df2
Sig.
2.114
212
0.080
Bng 4.18(a): Kim tra tnh ng nht ca phng sai (gi thuyt H14)
V Sig. = 0.080>0.05 nn c th khng nh phng sai gia cc nhm bng
nhau, do tho mn iu kin phn tch ANOVA
Between Groups
Within Groups
Total
Tng bnh
phng
df
2.573
68.919
71.492
4
212
216
Trung bnh
ca bnh
phng
0.643
0.325
Sig.
1.978
0.099
Chuyn thc tp
Cm thng (Emp) bin thi v gim cn 4 thnh phn l Nhn vin (Sta), Tin
cy (Rel), Phng tin hu hnh (Tan), Dch v gia tng v s thun tin (Ser)
nhng cc bin quan st vn gia nguyn khng thay i.
T bin i ny, m hnh nghin cu c hiu chnh li cng vi cc gi
thuyt lien quan. Kim nh hi qui a bin ta thy s hi lng chu tc ng dng
ca Nhn vin, Phng tin hu hnh, Dch v gia tn v s thun tin l ph hp
vi d liu.
Qua vic kim nh gi thuyt ta thy c s khc bit v nh gi cht lng
dch, v theo thi gian s dng (phn tch ANOVA) v theo gii tnh (phn tch Ttest), c s khc bit v s hi lng theo thi gian s dng.
Chuyn thc tp
CHNG 5
NGHA V KT LUN
Chuyn thc tp
hin kh nng thc hin chnh xc v kp thi vi nhng g cam kt vi khch hng.
Phng tin hu hnh vi cc yu t c s vt cht th hin ra bn ngoi. Dch v
gia tng v s thun tin l cc loi dch v gia tng v s tun tin khi s dng dch
v ca nh cung cp.
Vi kt qu ny cho ngha v l thuyt nh sau
Th nht, ta c th bit c cc thnh phn thuc cht lng dch v v s
nh hng ca cc thnh phn ny n s hi lng ca khch hng.
Th hai, c rt nhiu i tng khc nhau s dng dch v ny, do vic
nh gi cht lng dch v theo cc i tng l hin nhin.
Th ba, vic nh gi theo cu trc c khm ph khng bc b hay gim i
ngha l thuyt ca cht lng dch v cng nh ca thang o SERVPERF v cc
bin quan st ca thnh phn c trng c vn hin hu trong cc thnh phn mi.
5.1.2 Cht lng dch v vin thng di ng ti Thnh ph Nng
Nhn chung, cht lng dch v vin thng di ng c khch hng nh gi
cha cao, c 4 thnh phn u trn trung bnh (3.0). Trong , Nhn vin (3.66), Tin
cy (3.64), Phng tin hu hnh (3.74), Dch v gia tng v s thun tin (3.5). i
vi nh cung cp khc nhau th cch ph v khch hng khc nhau, nn khch hng
ca tng nh cung cp dch v ch c th cm nhn c cht lng dch v ca nh
cung cp m mnh ang s dng. Do khng th khng nh c c s khc bit
v nh gi cht lng dch v theo loi mng s dng hay khng.
Tuy nhin, c s khc bit nh gi cht lng dch v theo thi gian s
dng. Thi gian s dng c chia theo 3 cp : dui 6 thng, t 6 12 thng v
trn 12 thng. i vi khch hng s dng dch v ny trn 12 thng th nh gi
cht lng dch v cao nht, c th Nhn vin (3.74), Tin cy (3.69), Phng tin
hu hnh (3.79), Dch v gia tng v s thun tin (3.57). Sau l n khch hng
mi s dng (di 6 thng) v cui cng l t 6 12 thng. iu ny c th gii
thch nh sau: (1) vi khch hng s dng thi gian cng lu th cm nhn cht
lng dch v cng su sc v hiu ng bn cht ca cht lng dch v. (2) vi
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Chuyn thc tp
Chuyn thc tp
PH LC
Ph lc A: TI LIU THAM KHO
[1] T.S Lu Vn Nghim (2001). Marketing trong kinh doanh dch v, Nh xut
bn thng k, H Ni.
[2] Christine Hope, Alan Muhleman, (Phan Vn Sm, Trn nh Hi dch) (2001).
Doanh nghip dch v (Nguyn l iu hnh), Nh xut bn thng k, TP H
Ch Minh.
[3] Setayesh Sattari (2007). Application of Disconfirmation Theory on Customer
Satisfaction Determination Model in Mobile Telecomunication, Lulea
University of Technology.
[4] Nguyn Thnh Long (2006). p dng thang o SERVPERF nh gi cht
lng o to H trng HAG. ti nghin cu khoa hc.
[5] Thongsamak (2001). Service quality: its mesurement and relationship with
customer satisfaction, Ise 5016 march 1th 2001.
[6] Elizabeth, Jones (2005).The importance of communication quality in services.
Degree awarded: Spring semester 2005.
[7]
[8]
[9] Nguyn Thanh H, Phm Quang Thnh (2005). Nghin cu v cnh tranh
ngnh vin thng Vit Nam.
[10] Phm c K, Bi Nguyn Hng. Nghin cu m hnh s trung thnh ca
khch hng trong lnh vc dch v TTD ti Vit Nam. Tp ch
BCVT&CNTT, 02/2007
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
[11] Phm Quang Thi (2007). nh gi cht lng dch v Ngn hng ng .
ti nghin cu
[12] PGS.TS L Th Gii, TS. Nguyn Xun Lng, TH.S ng Cng Tun, Th.S
L Vn Huy, Th.S Nguyn Th Bch Thy (2006). Nghin cu Marketing l
thuyt v ng dng. Nh xut bn Thng k, XN in Tun Bo Vn Ngh.
[13] im nhn bc tranh vin thng 2007 http://giaothuongnet.vn/
[14] Th trng di ng: Cuc ua mi ca nh cung cp dch v
http://vietnamnet.vn/
[15] http://www.mobifone.vn/
[16] Th trng vin thng Vit Nam sau mt nm gia nhp WTO
[17] Trng i hc Fullbright. Phn tch nhn t khm ph bng SPSS, 2007
[18] Thi Thanh H, Tn c Su (2006). nh gi s hi lng ca khch hng
i vi dch v vin thng di ng ti Tha Thin - Hu. ti nghin cu.
Chuyn thc tp
Ph lc B: BNG CU HI
i hc Nng
Trng i hc Kinh t
Khoa Qun Tr
Kinh
Doanh
Tn ti:
ng dng thang o SERVPERF nh gi cht lng
dch v vin thng di ng ti khu vc Thnh ph
Nng
Xin cho anh(ch), ti l Nguyn Th Phng Linh, sinh vin khoa Qun tr kinh
doanh, ngnh Qun tr Marketing, hin ti ang thc hin chuyn tt nghip vi
ti nghin cu l: ng dng thang o SERVPERF nh gi cht lng dch v
vin thng di ng ti khu vc Tp Nng. Mc tiu ca nghin cu l khm ph
cc thnh phn cht lng dch v ng v bit c yu t cht lng nh hng
n s hi lng ca khch hng khi s dng dch v vin thng di ng.
Rt mong s ng gp ca anh(ch) vo nghin cu ny bng cch tr li nhng
cu hi sau. Cc s liu thu thp trong bng cu hi ny ch s dng cho mc ch
nghin cu v ch c cng b di dng thng k, mi thng tin v anh(ch) s
c cam kt gi b mt.
Rt mong s tham gia ca anh(ch) ti c th hon thnh tt bi lun vn ny.
PHN 1: CC YU T S DNG
C1. Anh(ch) vui lng cho bit hin ti anh(ch) c dng in thoi di ng
khng?
1. C
2. Khng
C2. Hin ti anh(ch) ang s dng mng in thoi di ng no sau y? (ch
chn 1)
1. Vinaphone
(tip tc)
2. Mobifone
(tip tc)
3. Viettel
(tip tc)
4. Khc
(xin dng)
C3. Loi hnh thu bao m anh(ch) ang s dng?
1. Thu bao tr trc
2. Thu bao tr sau
C4. Anh(ch) s dng mng di ng m anh(ch) nu trn c bao lu?
1. Di 6 thng
2. T 6 12 thng
3. Trn 12 thng
Chuyn thc tp
Di 100.000
T 100.000 n 200.000
T 200.000 n 500.000
T 500.000 n 1 triu ng
Trn 1 triu ng
PHN 2: CC YU T PH HP
Anh(ch) vui lng cho bit kin nh gi ca mnh v nhng thuc tnh ca
mng di ng m anh(ch) ang s dng.
Mc
Nhn nh
C8.1 Mc danh ting
C8.2
C8.3
C8.4
C8.5
Mc uy tn
Mang tnh ng cp
Mc s khc bit
n tng ca anh(ch) v thng
hiu
Rt
thp
Thp
Bnh
thng
Cao
Rt
cao
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
Chuyn thc tp
Mc
Yu t
C9.1
C9.2
C9.3
Hon
Hon
ton Khng Khng
ng ton
khng ng
c
ng
ng
kin
C9.4
Nh cung cp dch v c my mc
thit b tn tin
C9.5
C9.6
Trang web hp dn
C9.7
C9.8
C9.9
C9.10
C9.11
C9.12
C9.13
C9.14
Chuyn thc tp
C9.15
C9.20
Chuyn thc tp
ng ny vi ngi khc
C10.4
Gii tnh:
C13
tui
C14
Trnh
hc vn
C15
Ngh
nghip
C16
Thu nhp
hng thng
Nam
1. Di 25
3. T 35 44
5. Trn 65
2. T 25 34
4. T 44 65
1. Khng i hc chnh thc
2. Tiu hc
3. Trung hc c s
4. Trung hc ph thng
5. Trung cp/ Chng ch o to/ Trng ngh
6. i hc/ Cao ng
7. Trn i hc
1. Ch/ qun l
3. Hc sinh/ sinh vin
2. Cng nhn vin chc
4. Khc (ghi r):
1. Di 1 triu
2. T 1 3 triu
3. T 3 7 triu
4. T 7 15 triu
5. Trn 15 triu
Chuyn thc tp
Skewness
Kurtosis
Mean
Std.
Dev
Sta
Std.
Error
Sta
Std.
Error
Tan-1
3.92
0.765
-0.108
0.165
-0.720
0.329
Tan-2
3.72
0.593
-0.229
0.165
0.053
0.329
Tan-3
Su thu hut ve co so
vat chat cua nha
cung cap (pham vi
phu song rong, song
manh)
217
3.64
0.645
0.401
0.165
-0.577
0.329
Tan-4
217
3.68
0.597
0.252
0.165
-0.625
0.329
Tan-5
217
3.71
0.620
0.178
0.165
-0.480
0.329
Tan-6
217
4.05
0.629
-0.485
0.165
1.137
0.329
Rel-1
Mang di dong ma
anh(chi) su dung
thuc hien dung ta ca
cac cam ket doi voi
khach hng
217
3.61
0.726
-0.494
0.165
0.428
0.329
Rel-2
217
3.68
0.684
-0.111
0.165
-0.133
0.329
Rel-3
217
3.65
0.665
0.056
0.165
-0.272
0.329
Rel-4
217
3.53
0.667
0.298
0.165
-0.264
0.329
Rel-5
3.56
0.685
0.035
0.165
-0.222
0.329
Chuyn thc tp
ro va thuc)
Rel-6
3.85
0.643
-0.172
0.165
0.091
0.329
Rel-7
217
3.58
0.656
0.212
0.165
-0.309
0.329
Res-1
3.61
0.679
-0.131
0.165
-0.131
0.329
Res-2
3.55
0.686
0.328
0.165
-0.311
0.329
Res-3
217
3.24
0.788
0.340
0.165
-0.182
0.329
Res-4
217
3.63
0.604
0.010
0.165
-0.333
0.329
Res-5
217
3.47
0.739
-0.227
0.165
-0.330
0.329
Res-6
3.99
0.667
-0.368
0.165
0.407
0.329
Ass-1
217
3.55
0.652
0.072
0.165
-0.233
0.329
Ass-2
217
3.65
0.620
-0.076
0.165
-0.179
0.329
Ass-3
217
3.82
0.609
-0.137
0.165
0.100
0.329
Chuyn thc tp
Emp-1
217
3.67
0.624
-0.199
0.165
-0.026
0.329
Emp-2
217
3.54
0.652
-0.197
0.165
-0.163
0.329
Emp-3
2.70
0.652
0.606
0.165
0.293
0.329
Emp-4
217
3.74
0.667
-.022
0.165
-0.230
0.329
Sat-1
217
3.66
0.603
-0.204
0.165
-0.080
0.329
Sat-2
217
3.56
0.679
-0.076
0.165
-0.178
0.329
Sat-3
Anh(chi) se gioi
thieu mang di dong
nay voi nguoi khac
217
3.48
0.714
-0.020
0.165
-0.238
0.329
Sat-4
Anh(chi) se luon su
dung dich vu cua
mang di dong nay
217
3.49
0.888
-0.446
0.165
-0.004
0.329
Chuyn thc tp
Sat-2
Sat-3
Sat-1
1.000
Sat-2
0.619
1.000
Sat-3
0.541
0.501
1.000
Sat-4
0.508
0.483
0.465
Sat-4
1.000
Item-total Analysis
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if
Item Deleted
Sat-1
10.53
3.417
0.680
0.482
0.728
Sat-2
10.64
3.260
0.642
0.445
0.736
Sat-3
10.71
3.244
0.599
0.368
0.755
Sat-4
10.71
2.792
0.578
0.336
0.783
0.795
Approx. Chi-Square
278.874
df
Sig.
0.000
Bartlett's Test of
Sphericity
Extraction
Component
Sat-1
1.000
0.708
0.841
Sat-2
1.000
0.670
0.818
Sat-3
1.000
0.608
0.780
Sat-4
1.000
0.576
0.759
Chuyn thc tp
Component
Initial Eigenvalues
Total
% of
Variance
Cumulative
%
Total
% of
Variance
Cumulative
%
2.562
64.048
64.048
2.562
64.048
64.048
0.547
13.687
77.736
0.514
12.862
90.598
0.376
9.402
100.000
0.907
Approx. Chi-Square
2189.761
df
253
Sig.
0.000
Bartlett's Test of
Sphericity
Communalities
Initial
Extraction
Tan-1
1.000
0.533
Tan-2
1.000
0.672
Tan-3
1.000
0.586
Tan-4
1.000
0.678
Tan-5
1.000
0.543
Rel-1
1.000
0.558
Rel-2
1.000
0.631
Rel-3
1.000
0.600
Rel-4
1.000
0.440
Rel-5
1.000
0.424
Rel-6
1.000
0.435
Chuyn thc tp
Rel-7
1.000
0.653
Res-1
1.000
0.565
Res-2
1.000
0.672
Res-3
1.000
0.619
Res-4
1.000
0.554
Res-5
1.000
0.479
Ass-1
1.000
0.472
Ass-2
1.000
0.675
Ass-3
1.000
0.704
Emp-1
1.000
0.588
Emp-2
1.000
0.504
Emp-4
1.000
0.492
Chuyn thc tp
Component
Initial Eigenvalues
Extraction Sums of
Squared Loadings
Rotation Sums of
Squared Loadings
Total
% of
Var-
Cum%
Total
% of
Var-
Cum- %
Total
8.531
37.091
37.091
8.531
37.091
37.091
3.689 16.041
16.041
1.820
7.913
45.004
1.820
7.913
45.004
3.594 15.626
31.667
1.548
6.731
51.736
1.548
6.731
51.736
2.979 12.952
44.619
1.177
5.117
56.853
1.177
5.117
56.853
2.814 12.233
56.853
0.971
4.224
61.077
0.888
3.859
64.936
0.809
3.517
68.453
0.731
3.180
71.633
0.709
3.081
74.714
10
0.587
2.553
77.266
11
0.576
2.506
79.773
12
0.546
2.373
82.145
13
0.522
2.270
84.415
14
0.489
2.124
86.539
15
0.443
1.925
88.464
16
0.418
1.817
90.281
17
0.390
1.696
91.977
18
0.380
1.652
93.629
19
0.356
1.547
95.176
20
0.331
1.440
96.616
21
0.314
1.364
97.980
22
0.254
1.106
99.087
23
0.210
0.913
100.000
% of
Var
Cum-%
Chuyn thc tp
Tan-1
0.232
0.097
0.681
0.073
Tan-2
0.184
0.093
0.769
0.196
Tan-3
-0.006
0.378
0.599
0.290
Tan-4
0.161
0.315
0.718
0.192
Tan-5
0.213
0.122
0.695
0.020
Rel-1
0.290
0.673
0.139
-0.036
Rel-2
0.051
0.782
0.129
0.007
Rel-3
0.124
0.735
0.190
0.092
Rel-4
0.181
0.601
0.150
0.155
Rel-5
0.283
0.445
0.345
0.164
Rel-6
0.415
0.463
0.105
0.194
Rel-7
0.298
0.540
0.201
0.482
Res-1
0.370
0.388
0.165
0.500
Res-2
0.217
-0.157
0.163
0.758
Res-3
0.171
0.069
0.200
0.738
Res-4
0.358
0.321
0.079
0.563
Res-5
0.190
0.407
0.091
0.519
Ass-1
0.581
0.182
0.174
0.266
Ass-2
0.760
0.232
0.131
0.160
Ass-3
0.790
0.086
0.242
0.117
Emp-1
0.677
0.249
0.192
0.177
Emp-2
0.618
0.177
0.206
0.219
Emp-4
0.545
0.110
0.089
0.418
Chuyn thc tp
Ass-2
Ass-3
Emp-1
Emp-2
Ass-1
1.000
Ass-2
0.505
1.000
Ass-3
0.495
0.583
1.000
Emp-1
0.415
0.552
0.574
1.000
Emp-2
0.390
0.474
0.478
0.544
1.000
Emp-4
0.365
0.518
0.465
0.368
0.402
Emp-4
1.000
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Ass-1
18.42
5.985
0.561
0.332
0.829
Ass-2
18.31
5.725
0.704
0.503
0.801
Ass-3
18.15
5.802
0.691
0.487
0.804
Emp-1
18.30
5.859
0.645
0.462
0.813
Emp-2
18.43
5.885
0.596
0.377
0.822
Emp-4
18.23
5.974
0.546
0.327
0.833
Corrected
Squared
Item-Total
Multiple
Correlation Correlation
Cronbach's
Alpha if
Item
Deleted
Rel-2
Rel-3
Rel-4
Rel-5
Rel-6
Rel-1
1.000
Rel-2
0.569
1.000
Rel-3
0.473
0.497
1.000
Rel-4
0.349
0.395
0.414
1.000
Rel-5
0.380
0.255
0.384
0.413
1.000
Rel-6
0.372
0.388
0.388
0.336
0.378
1.000
Rel-7
0.359
0.379
0.486
0.489
0.491
0.444
Rel-7
1.000
Chuyn thc tp
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
Rel-1
21.86
8.114
0.587
0.411
0.806
Rel-2
21.78
8.300
0.583
0.430
0.806
Rel-3
21.82
8.244
0.624
0.402
0.799
Rel-4
21.93
8.463
0.556
0.333
0.810
Rel-5
21.90
8.477
0.531
0.339
0.814
Rel-6
21.61
8.636
0.533
0.294
0.814
Rel-7
21.89
8.284
0.622
0.426
0.800
Tan-2
Tan-3
Tan-4
Tan-1
1.000
Tan-2
0.459
1.000
Tan-3
0.399
0.485
1.000
Tan-4
0.499
0.596
0.495
1.000
Tan-5
0.348
0.479
0.416
0.508
Tan-5
1.000
Item-Total Statistics
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
Tan-1
14.75
3.746
0.539
0.307
0.796
Tan-2
14.94
4.015
0.657
0.446
0.754
Tan-3
15.02
4.032
0.571
0.332
0.778
Tan-4
14.98
3.935
0.691
0.486
0.744
Tan-5
14.96
4.151
0.551
0.326
0.784
Chuyn thc tp
Res-2
Res-3
Res-4
Res-1
1.000
Res-2
0.387
1.000
Res-3
0.396
0.546
1.000
Res-4
0.488
0.400
0.407
1.000
Res-5
0.420
0.248
0.384
0.422
Res-5
1.000
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if
Item
Deleted
Ass-1
18.42
5.985
0.561
0.332
0.829
Ass-2
18.31
5.725
0.704
0.503
0.801
Ass-3
18.15
5.802
0.691
0.487
0.804
Emp-1
18.30
5.859
0.645
0.462
0.813
Emp-2
18.43
5.885
0.596
0.377
0.822
Emp-4
18.23
5.974
0.546
0.327
0.833
Chuyn thc tp
Pearson
Correlation
Rel
Sig. (2-tailed)
Tan
N
Pearson
Correlation
Ser
0.000
217
217
217
217
217
0.599(**)
217
0.000
0.000
217
217
217
0.000
0.000
217
217
217
Sig. (2-tailed)
N
Pearson
Correlation
Sat
0.000
0.520(**) 0.560(**)
Sig. (2-tailed)
0.000
0.000
0.000
217
217
217
0.494(**) 0.399(**)
0.000
0.000
217
217
0.485(**)
0.000
217
Sig. (2-tailed)
N
Sat
0.000
217
Pearson
Correlation
Ser
0.000
0.000
Tan
Sig. (2-tailed)
N
Rel
0.000
0.000
0.000
0.000
217
217
217
217
217
1
217
Ser
Tan
Chuyn thc tp
Model Summary(d)
Model
1
2
3
a
b
c
d
0.502(a)
0.541(b)
0.554(c)
R Square
Adjusted R
Square
0.252
0.293
0.307
0.248
0.286
0.297
Std. Error of
the Estimate
0.49875
0.48614
0.48243
ANOVA(d)
Sum of
Squares
df
Mean Square
Sig.
Regression
18.011
18.011
72.408
0.000(a)
Residual
53.481
215
0.249
Total
71.492
216
Regression
20.917
10.459
44.255
0.000(b)
Residual
50.574
214
0.236
Total
71.492
216
Regression
21.918
7.306
31.391
0.000(c)
Residual
49.574
213
0.233
Model
3
a
b
c
d
Total
71.492
216
Predictors: (Constant), Sta
Predictors: (Constant), Sta, Ser
Predictors: (Constant), Sta, Ser, Tan
Dependent Variable: Sat
Chuyn thc tp
Coefficients(a)
Unstandardized
Coefficients
Model
Beta
Collinearity
Statistics
Sig.
Std.
Error
(Constant)
1.333
0.263
5.076
0.000
Sta
0.605
0.071
0.502 8.509
0.000
(Constant)
1.057
0.268
3.945
0.000
Sta
0.388
0.093
0.322 4.177
Ser
0.306
0.087
(Constant)
0.794
Sta
Ser
Tolerance
VIF
1.000
1.000
0.000
0.556
1.797
0.270 3.507
0.001
0.556
1.797
0.294
2.697
0.008
0.329
0.096
0.273 3.413
0.001
0.508
1.967
0.263
0.089
0.232 2.955
0.003
0.526
1.900
Tan
0.168
a Dependent Variable: Sat
0.081
0.142 2.073
0.039
0.690
1.448
1
2
Excluded Variables(d)
Model
Beta In
2
3
a
b
c
d
Sig.
Partial
Correlation
Collinearity Statistics
Tolerance
VIF
Minimum
Tolerance
Rel
0.141(a)
1.929
0.055
0.131
0.642
1.558
0.642
Tan
0.190(a)
2.788
0.006
0.187
0.730
1.370
0.730
Ser
0.270(a)
3.507
0.001
0.233
0.556
1.797
0.556
Rel
0.074(b) 0.990
0.323
0.068
0.588
1.702
0.486
Tan
0.142(b) 2.073
0.039
0.141
0.690
1.448
0.508
Rel
0.028(c)
0.722
0.024
0.528
1.893
0.470
0.356
Chuyn thc tp
Residuals Statistics(a)
Minimum
Maximum
Mean
Std.
Deviation
2.6671
4.5972
3.5484
0.31855
217
-1.64597
1.08822
.00000
0.47907
217
Std. Predicted
Value
-2.766
3.293
0.000
1.000
217
Std. Residual
-3.412
2.256
0.000
0.993
217
Predicted Value
Residual
Sta
Rel
Tan
Ser
Vinaphone
3.6455
3.7163
3.7465
3.4648
Mobifone
3.6978
3.5733
3.7173
3.5467
Viettel
3.6385
3.6278
3.7352
3.4845
Total
3.6613
3.6379
3.7327
3.4995
Sta
Rel
Tan
Ser
Duoi 6 thang
3.4775
3.5598
3.6486
3.4703
Tu 6 den 12 thang
3.5427
3.5092
3.6103
3.2769
Tren 12 thang
3.7423
3.6940
3.7887
3.5688
Total
3.6613
3.6379
3.7327
3.4995
Sta
Rel
Tan
Ser
nam
3.7376
3.7204
3.7362
3.5191
nu
3.6030
3.5749
3.7301
3.4846
Total
3.6613
3.6379
3.7327
3.4995
Chuyn thc tp
Trinh do hoc van
Rel
Tan
Ser
trung hoc co so
3.7667
3.7714
3.8000
3.6000
3.6833
3.6000
3.4600
3.7000
3.7000
3.5918
3.8800
3.5543
3.6396
3.6330
3.7013
3.4612
3.8571
3.9388
4.0571
3.7429
Total
3.6613
3.6379
3.7327
3.4995
Sat
Vinaphone
3.5387
Mobifone
3.5767
Viettel
3.5282
Total
3.5484
Sat
Duoi 6 thang
3.4054
Tu 6 den 12 thang
3.2949
Tren 12 thang
3.6560
Total
3.5484
Gioi tinh
Sat
nam
3.5984
nu
3.5102
Total
3.5484
Chuyn thc tp
Sat
trung hoc co so
3.8500
3.9000
3.5643
3.5016
3.8214
Total
3.5484
Histogram
Frequency
30
20
10
Mean =-1.06E-15
Std. Dev. =0.993
N =217
0
-4
-2
Chuyn thc tp
1.0
0.8
0.6
0.4
0.2
0.0
0.0
0.2
0.4
0.6
0.8
1.0
1.00
Sat
0.50
0.00
-0.50
-1.00
-1.50
-1.00
-0.50
0.00
Sta
0.50
1.00
Chuyn thc tp
1.00
Sat
0.00
-1.00
-2.00
-1.00
-0.50
0.00
0.50
1.00
1.50
Tan
Sat
1.00
0.00
-1.00
-2.00
-1.50
-1.00
-0.50
0.00
Ser
0.50
1.00
1.50
Chuyn thc tp
Chuyn thc tp
Chuyn thc tp
DANH MC HNH
Hnh 1. Bn c im c bn ca dch v .................................................................7
Hnh 2. M hnh cht lng dch v Parasuraman (1985) ...................................... 13
Hnh 3. Thang o SERVQUAL (Parasuraman et al, 1985) ..................................... 20
Hnh 4. M hnh SERVQUAL (Parasuraman, Zeithaml & Berry, 1988) ................. 23
Hnh 5: M hnh 3 yu t (Rust & Oliver, 1994) .................................................... 27
Hnh 6: M hnh The Nordic Model (Gronroos, 1984) ........................................... 28
Hnh 7: M hnh nghin cu ................................................................................... 29
Hnh 8: S c cu t chc cng ty VMS - mobifone .......................................... 34
Hnh 9: M hnh nghin cu hiu chnh .................................................................. 62
Chuyn thc tp
Bng 2: Bng cng b cht lng dch v bu chnh vin thng ............................ 45
Bng 3.1: Thng tin mu ......................................... Error! Bookmark not defined.51
Bng 4.1: tin cy Cronbach Alpha - S hi lng (4 bin) .... Error! Bookmark not
defined.52
Bng 4.2: Phn tch nhn t - S hi lng (Sta) ..................................................... 53
Bng 4.3(a): tin cy Cronbach Alpha - Phng tin hu hnh .......................... 54
Bng 4.3(b): tin cy Cronbach Alpha - Tin cy ................................................ 54
Bng 4.3(c): tin cy Cronbach Alpha - p ng .............................................. 54
Bng 4.3(e): tin cy Cronbach Alpha - Cm thng .............. Error! Bookmark not
defined.55
Bng 4.3(a): tin cy Cronbach Alpha - Phng tin hu hnh ... Error! Bookmark
not defined.55
Bng 4.4(c): tin cy Cronbach Alpha - p ng Error! Bookmark not defined.56
Bng 4.4(e): tin cy Cronbach Alpha - Cm thng ........................................... 56
Bng 4.5: Phn tch nhn t SERVPERF ............................................................... 57
Bng 4.6: Cc thnh phn thang o SERVPERF sau khi phn tch nhn t ............ 58
Bng 4.7(a): tin cy Cronbach Alpha - Nhn vin ............... Error! Bookmark not
defined.59
Bng 4.7(b): tin cy Cronbach Alpha - Tin cy . Error! Bookmark not defined.59
Bng 4.7(c): tin cy Cronbach Alpha - Phng tin hu hnh .......................... 60
Bng 4.7(d): tin cy Cronbach Alpha - Dch v gia tng v s thun tin .. Error!
Bookmark not defined.60
Bng 4.8: Ma trn tng quan: Sat Sta, Rel, Tan, Ser ......................................... 63
Bng 4.9: Hi qui a bin: Sat = f(Sta, Rel, Tan, Ser) ............................................ 64
Bng 4.10: Hi qui a bin: Sat = f(Sta, Tan, Ser) ................................................. 66
Bng 4.11(a): Kim tra tnh ng nht ca phng sai (gi thuyt H5) ................... 66
Bng 4.11(b): ANOVA (gi thuyt H5) .................. Error! Bookmark not defined.67
Bng 4.12(a): Kim tra tnh ng nht ca phng sai (gi thuyt H6) ................... 67
Bng 4.12(b): ANOVA (gi thuyt H6) .................................................................. 69
Bng 4.13: Kim nh T-test mu c lp (gi thuyt H7) ..................................... 70
Bng 4.14(a): Kim tra tnh ng nht ca phng sai (gi thuyt H8) ................... 70
Bng 4.14(b): ANOVA (gi thuyt H8) .................. Error! Bookmark not defined.71
Bng 4.15(a): Kim tra tnh ng nht ca phng sai (gi thuyt H11) ........... Error!
Bookmark not defined.71
Bng 4.15(b): ANOVA (gi thuyt H11) ............................................................... 71
Bng 4.16(a): Kim tra tnh ng nht ca phng sai (gi thuyt H12) ................. 72
Bng 4.16(b): ANOVA (gi thuyt H12) ................ Error! Bookmark not defined.72
Bng 4.17: Bng T-test ........................................................................................... 72
SVTH: Nguyn Th Phng Linh Lp 30K12
Chuyn thc tp
Bng 4.18(a): Kim tra tnh ng nht ca phng sai (gi thuyt H14) ................. 73
Bng 4.18(b): ANOVA (gi thuyt H14) ................................................................ 73