Vận dụng mô hình Parasuraman trong phân tích các nhân tố ảnh hưởng chất lượng dịch vụ ĐTDD tại Cần Thơ

iMiiiBiM<br /> <br /> TS. Do Thj Thanh Vinh,<br /> N g u y i n Thanh Liem<br /> <br /> <br /> GiaiTHIEU vd mong mudn cua khdch hdng ve ehdt lupng dieh<br /> Trude bdi eanh eanh tranh khde lidt hidn nay giQa vuDTDD.<br /> ede nhd khai thde mang didn thoai di ddng (DTDD), Thdng tm so edp d ddy dupe thu thap bdng hinh<br /> cde doanh nghidp (DN) kinh doanh trong linh vue thirc didu tta, phdng vdn true tiep thdng qua bang<br /> ndy can tim hidu nhQng ydu td dnh hudng ddn su edu hdi vdi ede nhdm ddi topng khach hdng vd muc<br /> hdi Idng cua khdch hdng ddi vdi chat lupng dich vu. dp hai Idng cua hp ddi vdi chat lupng dieh vu dang<br /> Bdi vidt ndy vdn dimg md hinh ddnh gid ehdt lupng nghidn eim, dupe thuc hien vdo thdng 2/2011. Bang<br /> dieh vu cua Parasuraman [1] dd phdn tich ede nhdn edu hdi phdng vdn thidt ke vdi 13 edu hdi, vdi ede<br /> td ed anh hudng ddn ehdt lupng dich vu DTDD, eu thdng tin can thu thdp to phia khdch hdng nhu vd<br /> thd Id tai TP. Cdn Tho, phdc hpa mdt hire tranh ddy ehdt lupng cudc gpi, vimg phii sdng, gid eude phi<br /> vd Hnh vue kinh doanh DTDD vdi nhung phan img ldp datAida mang, dieh vu khdch hang,....vd cudi<br /> <br /> <br /> <br /> <br /> TAP CHI CNTT&TTKY 2 (7.2011) 55<br />  PHAT TRIEN LTNG DUNG<br /> <br /> <br /> <br /> <br /> cung la nhdn xet cua khdch hdng vd ehdt lupng Khi danh gid chat luong ttong ngdnh vidn thdng, do<br /> eua dich vu DTDD md hp dang sir dung, dupe phdt nhiing dae thii rieng eua ngdnh ndn chat lupng se<br /> cho khach hdng la cd nhdn sir dung dieh vu eua bao gdm chat lupng dieh vu vd chat lupng phuc vu.<br /> cdc nhd cung edp theo nguydn tde chpn mdu ngdu Ndi ddn chat lupng dich vu, chimg ta khdng the<br /> nhien trdn dia ban nghidn eim. Tdng sd 260 mdu khdng de cap den ddng gdp to ldn eua Parasuraman<br /> dupe phdt ra kdt qua thu vd dupe 232 mdu dat ydu & etg (1988, 1991) [I]. Parasuraman & etg (1988)<br /> edu, ehiem 89,23% tdng sd mdu phdt ra. Trong dd, dirih nghla chat lupng dich vu la "miic dp khac nhau<br /> 65 mdu ed dupe to eac khach hdng cua Vmaphone giua mong dpi eua ngudi tidu dung ve dieh vu vd<br /> (ehiem 92,8% sd mdu phdt ra), 90 mau to khach nhdn thue eua ho vd kdt qua eua dieh vu" Cde tde<br /> hdng cua Mobifone (dat 100% sd mdu phdt ra) vd gid ndy da khdi xudng vd sir dung nghidn ciiu dinh<br /> 77 mau to khdch hang eua Viettel (ehiem 76,67% tinh, dinh lupng de xdy dung vd Idem dinh thang do<br /> sd mdu phat ra). eac thdnh phan eua ehdt lupng dieh vu (gpi Id thang<br /> Ddng thdi nhdm tdc gia sir dung phuong phap do Servqual). Thang do Servqual dupe didu ehinh<br /> thdng ke md ta, phdn tich nhdn td, phdn tich hdi va kidm dinh d nhidu Ipai hinh dich vu khac nhau,<br /> quy da bien vdi su hd trp cua phdn mem SPSS xu ly bao gdm 22 bidn de do ludng 5 thanh phdn eua<br /> sd Udu thu thdp dupe to bang eau hdi. chat lupng dieh vu: dp tin cay (reliabihty), tirtii ddp<br /> img (responsiveness), tinh dam bao (assurance),<br /> phuong tidn huu hinh (tangibles) vd su ddng cam<br /> LY THUYET VA MO H I N H NGHIEN CUTU<br /> (sympathy).<br /> Khai niem chat lUOng djch vu DTDD va de<br /> Parasuraman & etg (1991) khang dinh rang Servqual<br /> xuat mo hinh nghien cuTu<br /> Id thang do hodn chinh vd ehdt lupng dich vu, dat gid tii,<br /> Chdt lupng dich vu DTDD dupe dinh nghia la kdt<br /> dp tm edy vd ed the img dung cho mpi loai hinh dich vu<br /> qua tdng hpp cdc chi tidu the hidn mue dp hai long<br /> khde nhau. Tuy nhien thuc tettongmdi loai hinh dieh vu<br /> eua ngudi su dung dich vu ddi vdi dich vu dd [2].<br /> eu the ed nhung dae thuriengcua chimg.<br /> Theo nghien eim eua Pham Due Ky vd Bui Nguydn<br /> Hung (2007) [3] ve ehdt lupng dieh vu DTDD tai Viet<br /> Nam da dua ra 05 thdnh phdn anh hudng den ehdt<br /> lupng dieh vu DTDD : (1) ehdt lupng eude gpi, (2)<br /> Cau tnie gid, (3) dieh vu gia tang, (4) su thudn tidn<br /> vd (5) dieh vu khdch hang. Tuy nhien, mdi trudng<br /> van hda, didu kien phat trien theo thdi gian cua<br /> dich vu DTDD d TP. Can Tho da ed su khde bidt, vi<br /> vdy nhdm tde gia thuc hidn nghidn eim dinh tinh de<br /> didu ehinh eae thdnh phdn aia chat lupng dieh vu<br /> DTDD tai TP. Cdn Thp.<br /> Kdt qua eho tiiay ehdt lupng dieh vu DTDD tai Cdn<br /> Tho bao gdm nam thdnh pbdn dd Id (I) Chat lupng<br /> eude gpi, (2) edu tnie gia, (3) dieh vu gia tang, (4)<br /> <br /> <br /> <br /> TAP CHI CNTT & TT KY 2 (7.2011)<br />  PHAT TRIEN LfNG DUNG<br /> <br /> <br /> <br /> <br /> Chdt lupng dieh vu la khdi mdm khdch quan,<br /> mang tirih lupng gid vd nhdn thuc,ttongkhi dd,<br /> sir hdi Idng Id su kdt hpp eua ede thdnh phdn ehu<br /> quan, dua vdo cam gide vd cam xiie (Sbemwell<br /> & etg.., 1998). Muetiduhang dau eua ede Cdng<br /> Chit luomg dich<br /> vu DTDD tai ty dich vu la su thda man nhu edu eua khdch<br /> TP.CinThff hdng ndu mudn cd dupe Ipi nhudn. Hp se tidp<br /> ' toe sir dung dieh vu vd sir dirng nhidu hon ndu<br /> dupe thda man nhu edu.<br /> Trong thue td ed nhidu nhd nghidn eim da<br /> thiet lap mdi quan he giQa chdt lupng dich vu vd<br /> su thda man khdch hdng nhu: Cronin & Tayer<br /> (1992), Spreng & Mackoy (1996), Nguydn Dinh<br /> Hinh 1: Mo hinh d§ xuat cac nhan to Snh huong den chSt lupng Thp (2003) [6]... Tuy nhidn rdt it ede nghidn<br /> djch vu DTDD tai TP. Ck\ Ttio nam 2010 euu tap tiimg vao kiem nghidm mue dd giai<br /> Su thudn tidn va (5) dich vu khdch hang vd md binh thich cde thdnh phan cua chdt lupng dich vu<br /> nghidn eim vd chat lupng dich vu DTDD dupe dd vdi su thda man cua khach hang.<br /> xudt nhu Hinh 1.<br /> Quan he giu'a chat lUdng djch vu va su'thoa P H L f a N G P H A P N G H I E N C(iU<br /> man De kdt qua nghien eim phan anh dung thue trang<br /> Nhidu ngudi ed khuynh hudng dimg cum to "su thda cam nhdn eua khdch hdng ddi vdi chdt lupng dieh<br /> man khdch hang" vd "chat lupng dieh vu" theo nghla vu DTDD d Cdn Tho, nhdm tde gid da todn thu quy<br /> ed thd thay thd nhau nhung vdi cdc nhd nghien eim trinh vd phuong phap nghidn eim khoa hpe, dupe<br /> thi hai khdi mdm nay hodn todn cd the phdn bidt vd do thue bidn theo hai edng doan:<br /> ludng chimg (Zeithaml & Bitaer, 2000). Su thda man Nghidn cuu dinh tinh: Bude ddu tidn la thiet ldp<br /> cua khdch hdng Id mdt khdi mem tdng qudt ndi ldn eae thang do du dinh sii dimg, hidu ehinh vd bd<br /> su hdi Idng eua hp khi tidu dimg mdt dieh vu. Trong sung ede bidn eho phii hpp thdng qua hinh thuc<br /> khi dd chdt lupng dich vu ehi tap trung vdo ede thdnh thdo ludn nhdm vdi mdt sd ehuydn gia ttdn linh vue<br /> phdn eu the eua dieh vu. vidn thdng vd mdt sd khdch hdng cd su dung dich<br /> vu vd ede thdnh phan eua thang do chat lupng dieh<br /> vu DTDD.<br /> Nghidn edu dinh bXQng. DQ lieu thu thdp dupe xir<br /> ly bang phan mem SPSS 16.0 sau khi dupe ma hda<br /> vd ldm sach, se trai qua ede phdn tich: ddnh gid<br /> dd tm edy cdc thang do, phdn tich thdng kd md ta,<br /> phdn tich nhdn td vd kiem dinh su phii hpp eiia md<br /> hinh. Dp tin edy eua ede khdi nidm dupe kidm tra<br /> <br /> <br /> <br /> <br /> TAP CHI CNTT & TT KY 2 ( 7 . 2 0 1 1 ) 57<br />  PHAT TRIEN U'NG DUNG<br /> <br /> <br /> <br /> <br /> bdng he sd Cronbach alpha. Qua do, ede thdnh phdn<br /> cua thang do se dupe chdp nhan khi he sd Cronbach<br /> alpha dat ydu edu (X).6).<br /> Cde thang do tidp toe dupe ddnh gid bang phuong<br /> phdp phdn tich nhdn td dd Mem dinh su toong quan<br /> cua cae bidn thanh phdn. Ndu thoa man thi ede nhdn<br /> td nay tidp toe dupe sir dung de kidm dinh md hinh<br /> ly thuyet. Vide kiem dinh md hinh ly thuyet dupe<br /> thue hien bang phuong phdp hdi quy da bien ribam<br /> xem xet nhung nhdn td nao ed gid tri (juyet dinh ddi<br /> vdi ehdt lupng dieh vu nghien eim. Phdn tich toong<br /> quan glQa eae nhdm khdch hang khde nhau vdi eac<br /> miie dp hdi Idng eua khdch hdng ddi vdi chdt lucmg I^ot so nhan to anh hu'dng den chat lUtfng<br /> dich vu nhdm tim ra su khac bidt cd y nghla cua mdt djch vu DTDD tai TP. Can Thd<br /> vdi nhdm khach hdng cu the.<br /> Kdt qua phdn tich timg nhdm ydu td ed dnh hudng<br /> ddn chat lupng dieh vu DTDD tai TP. Cdn Tho eho<br /> PHAN TICH DU" LIEU VA KET QUA thay:<br /> NGHIEN CLfU Chat liidng djch vu: Khdch hang ddnh gia chat<br /> Ket qua Iciem dmh do tin cay ciia thang do lupng dieh vu nghidn eim ehi dat to gan den mue<br /> Vide ddu tidn eua phdn tich du hdu la lam sach tiimg bmh (to 2,23 den 3,11 diem). Treng dd, ddi<br /> thang do bang each xdc dinh he sd Cronbach vdi bien CL 1 - "ehdt lupng ddm thpai rd rdng" vd CL4<br /> alpha. - "pham vi phu sdng rdng", phdn ldn khdch hdng<br /> Bang 1: He so Cronbach alpha ciia thang do chat lupng djch vu rihan xet tnmg binh; edn CL3 - "ehdt lupng mdy eua<br /> nhd cung cap dam bdo hoat ddng binh thudng" vd<br /> Nhom Cronbach alpha<br /> CL2 "khdng bi rdt mach, dam thoai dupe lidn toe,<br /> Chat lu-gng cupc gpi 0.738 thdng sudt" phdn ldn d mire dudi tnmg binh vdi sd<br /> Cau true gia 0.795 diem to 2,23 den 2,64.<br /> Djch vu gia tang 0.710 Caiu true gia: Nhin chung, su hai long cua khdch<br /> Thuan tien 0.701 hdng vd ede ydu td ttong edu tnie gid ddu dat ttdn<br /> Djch vu khach hang 0.858 mue trung binh. Gid tri trung binh ciia ede yeu td<br /> CG 1 - "chi phi hod mang/edi ddt phii hpp", CG2 -<br /> Ngudn: Xir ly sd Il6u dl&j tra bdng phSn m6m SPSS<br /> "Mue eude thud bao hang thdng phu hpp" vd CG4 -<br /> Kdt qua cho thdy he sd Cronbach alpha cua cdc "mue eude nhdn tm hpp ly" dat 3,32 ddn 3,41 didm,<br /> thdnh phdn thude thang do ehdt lupng dieh vu dupe edn CG3 - "each tinh cudc lidn lae phdt sinh (eude<br /> dua ra ddu ldn hon 0.6 vd nhd hon 1.0. Didu ndy gpi eua ehu thud bao) hpp ly" dat 4,19 eho thdy<br /> chimg td thang do dam bdo dd tin edy vd dupe xem khdch hdng khd hdi Idng ddi vdi cdch tinh eude vd<br /> la ed gia tri cho nghidn eim. mue eude nhu hidn nay.<br /> <br /> <br /> <br /> I TAP CHI CNTT &TT KY 2 (7.2011)<br />  PHAT TRIEN LTNG DUNG<br /> <br /> <br /> <br /> <br /> qny trinh cung cdp dich vu eua minh de ndng cao su<br /> tidn lpi eho khach hang khi su dimg dich vu.<br /> Djch vu Ichach hang: Chi ed bidn DVI - "nhd<br /> eung edp cd nhidu dia diem hd ttp khdch hdng" vd<br /> DV5 - "dieh vu hd ttp ky thuat, sua chQa vd khde<br /> phuc su ed, hu hdng tdt" Id dupe khdch hdng ddnh<br /> gid tten trung binh; edn lai cae ydu td khde DV2 -<br /> "dd ddng ydu edu giai quyet khidu nai, thde mdc",<br /> DV3 - "'nhdn vidn tiep nhdn than thidn vd ehu ddo",<br /> DV4 - "giai quyet khidu nai nhanh ehdng vd thoa<br /> dang" vd DV6 - "khdch hdng ludn nhdn dupe eac<br /> thdng tm ve dieh vu mdi, gid eude mdi vd khuydn<br /> mai cua nha eung cap kip thdi vd ddy du" ddu chi d<br /> Cac djch vu gia tang: Khach hdng ddnh gid mire dudi tnmg binh.<br /> khdng cao ddi vdi 2 bien Id GTI - "ed nhidu loai Sau khi phdn tich, eae nhdn td mdi se ed dang:<br /> hinh dich vu gia tang dd chpn lira" vd GT2 - "ede<br /> Fi = W(,Xi + Wi2X2 + WBX3 + ....+ WikXk<br /> loai hinh dieh vu gia tang phu hpp vdi ydu edu eua<br /> Trong dd:<br /> khdch hdng" Didu dd eho thdy eac dich vu gid tri<br /> gia tang chua thue su hdp dan vd chua tao dupe ehd F : ude lupng tri sd eiia nhan td thu i<br /> dimg ddi vdi yeu edu cua khdch hdng. GT3 - "thudn W: quydn sd hay trpng sd nhdn td (weight or<br /> tidn khi dang ky vd cdt md dieh vu gia tang" va factor score coefficient)<br /> GT4 - "sir dung dieh vu gia tang dd dang vd nhanh k: sd bidn<br /> ehdng" dupe khach hang ddnh gid khd hon nhung Vdi kdt qua xir ly eua phdn mem SPSS, ta ed ma<br /> vdn d mue trung binh. Ket qua ndy cho thay ede nhd trdn toong quan (conelation matrix) glQa ede bidn.<br /> eung edp dich vu edn da dang hon vd hinh thuc vd Ket qua kidm dinh Bartlett nhu sau:<br /> ndi dung cua cae dieh vu gid tri gia tang trdn mang BSng 2: K6t qua kidm djnh Bartlett<br /> eua minh nhdm tao dupe lpi thd vd doanh thu tang<br /> Chi SO Gia trj<br /> thdm trdn ndn tang thud bao san ed.<br /> KMO 0,695<br /> Sir thuan tien: Ket qua eho thdy da sd khdch<br /> Sig. 0,000<br /> hang edm thdy hdi Idng vdi su thudn tidn eua 2 ydu<br /> td TTl - "tiiu toe hod mang de ddng" vd TT5 - "ed KMO Id mdt tri sd dung dd xem xet su thich hpp<br /> nhidu hinh thuc thanh todn cudc" Tuy nhidn, khdch eua phdn tich nhdn td, gid tri KMO giQa 0 & 1 dupe<br /> hang cQng cho rdng TT4 - "didm giao dich boat xem Id phu hpp, edn ndu nhd hon 0,5 dupe xem Id<br /> ddng gid gide phii hpp" Id tiioa dang. Cdn lai TT2 khdng phu hpp. 0 ddy, KMO = 0,695 => phdn tich<br /> - "thu toe edt, md, ddng cudc thudn tidn" vd TT3 - nhdn td phu hpp.<br /> "miie dd thudn tidn ttong giao dieh" chua dat dupe<br /> Kdt qua ed 7 nhdn td mdi dupe nit ra nhu sau:<br /> su hdi Idng cua khdch hang. Cde DN can xem xet lai<br /> <br /> <br /> <br /> TAP CHI CNTT & TT KY 2 ( 7 . 2 0 1 1 ) ISS<br />  PHAT TRIEN LTNG DUNG<br /> <br /> Bang 3: Cac nhan to mdi dupe rut ra<br /> <br /> Ky hieu Ten Cac bien thanh phan<br /> <br /> DV1- Nha cung cdp co nhilu dja diem hd tro' khach hang<br /> DV2 - D l dang yeu cau giai quyet khidu nai, thac mac<br /> Dich vu DV4- Giai quylt khilu nai nhanh chong va thoa dang<br /> Factorl<br /> khach hang DV5 - Djch vu ho trp ky thuat, sOa chua va khac phuc sy c6 hy hong tot<br /> DV6 Khach hang luon nhan dugc cac thong tin v l dich vu mai, gia cu'dc mdi,<br /> khuyin mai cua nha cung cap djch vu kjp thai va ddy du<br /> <br /> TT2 - Thu tue cat ma, dong cud'c thuan tien<br /> TT3 - MLPC dp thuan tien trong giao dich<br /> Factor2 Sy thuan tien<br /> TT4 - Dilm giao djch hoat dong gia giac phu hgp<br /> TT5 - Co nhilu hinh thCfC thanh toan cud'c<br /> <br /> CLl - Ghat lu-gng dam thoai ro rang<br /> Chdt lu'p'ng<br /> Factors CL2 - Khong bj rat mach, dam thoai du-gc lien tue thong sudt<br /> mang<br /> CL4 - Pham vi phu song rpng<br /> <br /> GT1 - Co nhilu loai hinh djch vu gia tang d l lua chpn<br /> Factor4 Djch vu gia tang GTS - Thuan tien khi dang ky va cat ma dich vu gia tang<br /> GT4 - Si> dung dich vu gia tang d l dang va nhanh chong<br /> <br /> Cu'6c thue bao CG2 - MLPC CLPac thue bao hang thang phij hgp<br /> Factors<br /> va tin nhin CG4 - MLPC CLPac tin nhan hgp ly<br /> <br /> CG1 - Chi phi hda mang/cai dat phu hgp<br /> Cu-ac phi va CG3 - Cach tinh CLPdc lien lac phat sinh hgp ly<br /> Factors<br /> thai dp phuc vu TT1 Thu tgc hoa mang d l dang<br /> DV3 - Nhan vien tilp nhan than thien, chu dao<br /> <br /> SLP dung CL3 - Chit iLpgng may cua nha cung cdp dam bao hoat dong binh thipo'ng<br /> Factor?<br /> d l dang GT2 - Cac loai hinh djch vu gia tang phu hgp vd-i yeu cau cua khach hang<br /> <br /> Nguon: Xu ly so lieu dieu tra bang phan mem SPSS<br /> <br /> Ket qua phan tich hoi quy: td mdi dupe mt ra to phdn tich nhdn td, sau khi chay<br /> Ham hdi quy cu the ttong trudng hpp nay ed dang: phdn mdm SPSS, ket qua phdn tich hdi quy se dupe<br /> Yi = aO + p i X l + P2X2 + P3X3 + ... nhu Bang 4.<br /> <br /> Trong dd: Bang 4: Cac chi so tCr phan tich hoi quy<br /> <br /> Y: Chat lupng dich vu dien thoai di dpng tai TP<br /> Chi sd Gia trj<br /> Cdn Thp<br /> XI, X2, X3: eac nhdn td mdi dupe nit ra tu phdn R 0,811<br /> tich nhdn td<br /> R2