Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

NGHIN CU CC YU T CA CHT LNG DCH V TC NG N S HI LNG CA KHCH HNG I VI DCH V TRUYN HNH CP CA CNG TY SNG THU
THE STUDY OF THE FACTORS OF SERVICE QUALITY AFFECTING THE CUSTOMER SATISFACTION FOR THE CABLE TELEVISION SERVICE AT SONG THU COMPANY
SVTH: Trng nh Quc Bo

Lp 35K12.2, Khoa Qun Tr Kinh Doanh, Trng i hc Kinh t, i hc Nng

GVHD: TS. Phm Th Lan Hng

Khoa Qun Tr Kinh Doanh, Trng i hc Kinh t, i hc Nng

TM TT Ngy nay khi i sng ngy cng tng cao, nhu cu c thng thc truyn hnh cht lng cao ca khch hng cng ngy mt pht trin. p ng nhu cu , cc dch v truyn hnh tr tin xut hin nh mt xu hng tt yu, truyn hnh cp l mt trong s . Vic canh v gi khng cn l mt hng i c a chung v a s chnh sch v gi ca cc cng ty u kh tng ng. V vy, cc cng ty truyn hnh ang hng n mt chin lc cnh tranh da trn vic cung cp dch v cht lng cao v to dng lng trung thnh ca khch hng. S hi lng l yu t cn thit xy dng lng trung thnh. Nghin cu ny nhm mc ch tm ra v nh gi cc yu t ca cht lng dch v tc ng n s hi lng ca khch hng khi h s dng dch v truyn hnh cp ca cng ty Sng Thu qua xut cc bin php nhm gia tng s hi lng ca khch hng. T kha: cht lng dch v truyn hnh cp, s hi lng, cng ty Sng Thu, SERVPERF, SERVQUAL. ABSTRACT Today when life gets higher, the need to enjoy the high quality of TV on a customer also develops. To meet this demand, the payment of TV service appears as an inevitable trend, among them is the cable TV. The competition of price is not a desirable form because most of the pricing policies of companies are quite similar. Therefore, the TV companies are driving to a competitive strategy based on providing high-quality service and make the customers self-confident. Satisfaction is a key factor needed to build loyalty. This study aims to find and evaluation the factors of service quality affecting the customer satisfaction when they use the cable service at Song Thu Company, thereby proposed measures to increase customer satisfaction. Key words: cable service quality, customer satisfaction, Song Thu company, SERVPERF, SERVQUAL.

1. Gii thiu 1.1. Mc tiu nghin cu - Xy dng m hnh cc yu t ca cht lng dch v nh hng n s hi lng ca khch hng c nhn i vi dch v truyn hnh cp.

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

- nh gi mc hi lng ca khch hng ang s dng dch v truyn hnh cp ca Sng Thu trn a bn thnh ph Nng - Kin ngh cc gii php nhm duy tr hoc nng cao mc hi lng ca khch hng i vi dch v ca cng ty Sng Thu. 1.2. Phng php tng hp x l s liu D liu c thu thp bng cc phiu kho st theo phng php ly mu thun tin. Sau khi c m ha v lm sch, d liu tri qua cc bc kim tra h s tin cy Cronbach alpha, phn tch nhn t khm ph EFA, phn tch tng quan, phn tch hi qui bi v thc hin cc kim nh T-test, phn tch ANOVA di s h tr ca phn mm SPSS phin bn 16. Xc nh vn nghin cu

Mc tiu nghin cu Thang o nhp1 Nghin cu nh Tnh - Phng vn - Tho lun nhm

C s l thuyt

Nghin cu nh lng ( n = 222)

Thang o hon chnh

iu Chnh

- Loi cc bin c factor loading <0.5

EFA - Kim tra eigenvalue, phng sai trch c

- Loi cc bin c h s tng quan bin tng <0.3 Cronbach alpha - Kim tra h s alpha, loi b thnh phn c h s alpha<0.6

Hi quy bi

M hnh chnh thc

Kt qu nghin cu
Hnh 1. Quy trnh nghin cu

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

1.3. Quy trnh nghin cu Quy trnh nghin cu c tin hnh thng qua hai bc nghin cu chnh l nghin cu nh tnh v nghin cu nh lng. Nghin cu nh tnh c thc hin gm thc hin cc cng vic nh thnh lp thang o nhp, tho lun nhm tp trung, iu chnh v b sung cc bin v thnh phn c c thang o cho nghin cu chnh thc. Nghin cu nh lng sau l qu trnh x l x liu thu thp c t 222 phiu kho st, ln lt tri qua cc bc: phn tch nhn t khm ph EFA, kim nh h s tin cy Cronbach alpha, nhm gp d liu v phn tch hi quy bi xc nh cc thnh phn nh hng n s hi lng ca khch hng, v mc nh hng ca cc thnh phn . Nghin cu cng thc hin cc kim nhT-test, phn tch ANOVA trong vic nh gi s hi lng ca cc nhm khch hng khc nhau. 2. Ni dung 2.1 C s l lun 2.1.1 M hnh cht lng dch v Do s khc nhau c bn gia sn phm hu hnh v dch v cc nh nghin cu hn lm trong ngnh tip th c gng xem xt tm quan trng ca hai yu t v hnh v hu hnh trong dch v (v d Zeithaml & Bitner 2000, Shostack 1997; dn theo Th 2003). - M hnh v thang o SERVQUAL (Parasuraman v cng s, 1988) bao gm nm nhn t v 22 bin quan st cu thnh cht lng dch v c th ni l phn nh kh y cc yu t c trng cho cht lng dch v. Parasuraman v cng s (1991, 1993) khng nh rng SERVQUAL l thang o y v hon chnh v cht lng dch v, c th s dng cho tt c cc loi hnh dch v khc nhau, d i khi vn phi din t li hoc phi b sung thm mt s pht biu. Trong m hnh ny cht lng dch v c xem nh khong cch gia mong i v dch v v nhn thc ca khch hng khi s dng dch v. - M hnh SERVPERF c Cronin and Taylor, 1992 xy dng da trn m hnh SERVQUAL (Parasuraman v cng s, 1985) nhng n li loi b i phn nh gi v s mong i m ch gi li phn nh gi v cm nhn ca khch hng. - M hnh FSQ v TSQ (GrOnross, 1984) tp trung hai kha cnh chnh ca cht lng dch v l cht lng chc nng (doanh nghip thc hin dch v nh th no) v cht lng k thut (doanh nghip cung cp dch v g). 2.1.2 L do la chn m hnh M hnh SERVQUAL l m hnh ph bin v c s dng nhiu trong cc nghin cu marketing rt c ch trong vic khi qut ha cc tiu ch o lng cht lng dch v nhng vn c nhiu nhc im (Babakus & Boller, 1992; Brown et al, 1993; Buttle, 1996; Genestre & Herbig, 1996; Gilmore & Carson, 1992; Robinson, 1999; Hemmasi et al, 1994) v nu cng nhc p dng trit o lng cht lng dch v truyn hnh cp th cng s khng thch hp. Cng chnh Parasuraman v cng s (1988) cho rng mt trong nhng kim khuyt ca SERVQUAL l do mong mun tm c mt m hnh c th i din cho tt cc 3

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

cc loi hnh cht lng dch v nn cc nh nghin cu ny ch gi li nhng thnh phn no ph bin v ph hp vi tt c cc loi hnh dch v. V vy mt s nhn t l cn thit, v ph hp vi mt s loi hnh dch v nhng do khng ph hp vi i a s nn b loi b. Nghin cu ny s dng m hnh SERVPERF v nhng l do sau y: - Phn mong i ca khch hng trong m hnh SERVQUAL khng b sung thm thng tin g t phn cm nhn ca khch hng (Babakus v Boller, 1992). - Bng chng t thc nghim ca Cronin v Taylor khi thc hin cc nghin cu so snh trong bn lnh vc ngn hng, kim sot su bnh, lm kh v thc n nhanh; v cc nghin cu ca Parasuraman cng cho thy SERVPERF u tt hn SERVQUAL. - S dng m hnh SERVPERF s cho kt qu tt hn m hnh SERVQUAL v bn cu hi theo m hnh SERVPERF ngn gn hn phn na so vi SERVQUAL, khng gy nhm chn v mt thi gian cho ngi tr li. Khi nim s k vng cng kh m h i vi ngi tr li (Phong v Thy, 2007). - o lng k vng ca khch hng l rt kh khn. 2.1. Kt qu nghin cu v bnh lun 2.1.1. M hnh nghin cu chnh thc cc yu t ca cht lng dch v tc ng n s hi lng ca khch hng i vi dch v truyn hnh cp Sng Thu Da trn c s l lun, v thang o mu c xut trong mt nghin cu ca Zeitoun (2005) v dch v truyn hnh tr tin ti Ai Cp; thang o nhp c hnh thnh. Sau qu trnh phng vn nhm khch hng, thang o nhp c iu chnh v b sung cc bin sao cho ph hp vi iu kin ni nghin cu. Thang o nghin cu gm 5 phn, 22 bin quan st nh gi cc thnh phn ca cht lng dch v tc ng n s hi lng. Nghin cu tin hnh nh gi thang o bng phng php phn tch nhn t khm ph (EFA). EFA s c thc hin vi phng php rt trch cc nhn t (Principal Components) vi phng php xoay Varimax (y l phng php xoay nguyn gc cc nhn t ti thiu ha s lng bin c h s ln ti cng mt nhn t, v vy s tng cng kh nng gii thch cc nhn t v phng php ny c chp nhn trong phn tch nhn t. Ch sau duy nht mt ln phn tch nhn t, 6 thnh phn c rt ra ti mc eigenvalue l 1.072 v phng sai trch c l 66.989%. Cc thnh phn v cc bin quan st c a vo kim tra tin cy Cronbach alpha nh gi tin cy ca thang o. Trong qu trnh ny cc bin s c chn phn tch nhn t phi c h s tng quan bin tng >0.3 v h s alpha >0.6; tt c cc thnh phn u c h s Cronbach alpha > 0.7, nh vy sau qu trnh ny c 22 bin quan st thuc su thnh phn tha iu kin. Sau cc thnh phn ny c phn tch tng quan bng h s Pearson, kt qu l cc thnh phn u c tng quan vi nhau. Su thnh phn c a vo phn tch hi quy bi. Ch c 4 thnh phn c chng minh l c nh hng n s hi lng ca khch hng vi cc mc tc ng khc nhau, c th beta chun ha ca thnh phn tin cy l.126, tn 4

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

hiu v knh l.370, hu hnh l.166, kh nng ca nhn vin bo tr l.335; nh vy thnh phn Tn Hiu & Knh l tc ng mnh nht n s hi lng ca khch hng. Hm hi quy tuyn tnh bi c th c vit nh sau: S Hi Lng (SHL) = -0.583 + 0.126 Tin Cy (TC) + 0.370 Tnh hiu v Knh (TH&KE) + 0.166 Hu Hnh (HH) + 0.335 Kh nng ca nhn vin bo tr (KNNV) Nh vy thang o s hi lng ca khch hng i vi dch v truyn hnh cp Sng Thu c thnh lp bao gm bn thnh phn v 16 bin quan st; trong : Thnh phn Tn Hiu & Knh: 6 bin Thnh phn tin cy: 4 bin Thnh phn hu hnh: 4 bin Kh nng ca nhn vin bo tr: 2 bin
Bng1. So snh m hnh nghin cu xut v m hnh kt qu

2.1.2 So snh m hnh nghin cu xut v m hnh kt qu M HNH NGHIN CU xut ban u (5 thnh phn) Hu hnh Tin cy Nng lc phc v p ng ng cm
Ngun: Kt qu nghin cu

Kt qu nghin cu (4 thnh phn) Hu hnh Tn hiu & knh Tin cy Kh nng ca nhn vin bo tr Nng lc phc v & p ng

M hnh nghin cu xut v m hnh kt qu c s khc nhau. V mt s lng th m hnh nghin cu kt qu gim i mt thnh phn so vi m hnh xut. V mt ni dung c hai im khc bit. Th nht, m hnh nghin cu ban u c xut sau qu trnh nghin cu nh tnh, so vi m hnh c s l thuyt ca Zeitoun (2005) c b sung thm vo thnh phn hu hnh cc bin quan st v tn hiu v knh (6 bin). Vi kt qu nghin cu nh trn th r rng cc yu t tn hiu v knh rt quan trng, v vic b sung vo m hnh nghin cu ban u l hp l. Th hai, thnh phn ng cm c kt qu phn tch khng t yu cu nn b loi b; nh vy c th nhn thy khch hng quan tm n cc yu t cht lng thc t ca cng ty nhiu hn l cc chng trnh khuyn mi ca cng ty. V vy thit

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

ngh cng ty cn phi n lc ci thin nhng dch v m cng ty ang cung cp hin ti. Kt qu cui cng phn nh c thc t khch hng cn g cng ty. 2.1.3 Cht lng dch v i vi khch hng c nhn khi s dng truyn hnh cp Sng Thu S hi lng ca khch hng c nhn c o lng da vo im trung bnh ca cc bin v cc thnh phn c m t trong hai bng 2.1 v 2.2 nh sau:
Bng 2. Gi tr trung bnh ca cc nhm nhn t nh hng n s hi lng

Nhm nhn t Gi tr trung bnh lch chun Gi tr nh nht Gi tr ln nht

Tnh hiu & Knh Tin Cy Hu Hnh KNNVBT 3.3183 .61367 1.33 4.83 2.8176 .87374 1.00 5.00 2.9291 .69605 1.00 4.50 3.2860 0.82409 1.00 5.00

Ngun: Tnh ton t d liu iu tra Bng 3. im trung bnh ca cc bin

Thnh phn

M ha TC_3 TC_2 TC_1 TC_4 HH_5 HH_8

Items

TB

Khi ti c bt k vn no cng ty lun quan tm gii 2.9189 quyt Khi c bt k thay i g (v tn hiu, knh, ph dch v 2.8964 ) cng ty lun thng bo r rng vi khch hng Sng Thu lun gi ng cam kt ca mnh 2.8468

TIN CY

Cng ty lun ng hn vi khch hng khi sa cha dch 2.8243 v m thanh lun sng ng, cht lng cao S lng knh ca Sng Thu nhiu Tn hiu truyn hnh khng (rt t b gin on) 3.3559 3.3559 3.3514

HH_4 TN HIU HH_9 & KNH HH_7 HH_6 HU HH_3

Cc chng trnh pht sng (Ni dung cc Knh) hay v 3.3288 c cht lng Sng Thu lun c gng duy tr tn hiu trong mi iu 3.2973 kin Hnh nh lun r nt, hp dn Nhn vin rt thn thin, gn gi 3.2207 3.0721

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

HNH

HH_2 DU_1 HH_1

Trang thit b ca nhn vin (lp t, sa cha) rt hin 2.9369 i dch v Tng i in thoi ca cng ty lun hot ng bi dng 2.8919 2.8153 3.2748 3.3973 Ngun: Tnh ton t d liu iu tra

KN NVBT

NL_4 NL_3

Nhn vo bng, chng ta c th thy 4 nhn t tc ng n s hi lng khch hng vi cc mc khc nhau. Theo nh kt qu phn tch Mean th tt c cc yu t u c im trung bnh thp hn 3.5, ch ngoi tr 3 bin quan st l HH_4, HH_5, HH_8 (hu hnh) cao hn mt t. Nh vy c th thy mc hi lng ca khch hng ch mc trung bnh (xem bng 4.12), y l mt kt qu khng tt ca cng ty Sng Thu. Trong cc nhm nhn t nh hng n s hi lng khch hng i vi dch v truyn hnh cp Sng Thu th nhm nhn t tn hiu v knh l quan trong nht. y cng l nhm nhn t b khch hng nh gi kh thp (TB gn 3.0; xem Bng 2.1). V vy trong iu kin hn ch v ngun lc nh hin nay cn phi tp trung ci thin Tn Hiu & Knh trc. 2.2.3. Nghin cu s khc bit trong nh gi cc thnh phn cht lng dch v theo cc bin phn loi Cc thng tin v khch hng c thu thp nhm mc ch xem xt c hay khng s khc bit gia nh gi cc thnh phn cht lng dch v gia cc nhm khch hng theo cc bin phn loi. Tc gi s dng kim nh T-test i vi bin phn loi c hai biu hin v phn tch ANOVA i vi bin phn loi c t 3 biu hin tr ln thc hin cng vic ny.
Bng 4. Kt qu kim nh T-test v phn tch ANOVA (mc ngha 5%)

Bin phn loi Loi kim nh .Sig 1. Gii tnh 2. Nhm tui T-test ANOVA 0.167 0.043

So snh T > < 0.05 0.05

Ngun: Tnh ton t d liu iu tra

Kt qu cho thy vic nh gi cc thnh phn ca cht lng dch v truyn hnh cp Sng Thu i vi khch hng cc nhn c s phn bit c ngha thng k gia cc khch hng nhm tui khc nhau; c th y l hai nhm tui t 35 n 49 vi nhm tui t 50 n 65. 2.2. Cc kin ngh ci thin v nng cao cc thnh phn ca cht lng dch v truyn hnh cp Sng Thu

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

2.2.1. Cc kin ngh c th (1) Nng cao thnh phn tn hiu v knh Thc hin mua bn quyn tng s cc knh pht sng, tuy nhin cc knh ny phi thuc cc lnh vc m khch hng xem thng xuyn, c th l phim, ca nhc, th thao Thc hin phn nhm knh theo tng tui khc nhau Duy tr tn hiu trong mi iu kin, u t cc trang thit b, ngun in d phng. Thng xuyn kim tra, bo dng cc hp thu pht sng ti cc trm, nng cp h thng dy cp, cht lng hnh nh, m thanh tt hn Gi ng li ha vi khch hng, v tuyt i khng tr hn vi khch hng Gi ng cam kt vi khch hng, nn ni t lm nhiu, khng lm c th khng c ha vi khch hng, khi ha vic g th phi lm cho c Nu c thay i (tn hiu, knh, ph dch v) phi thng bo vi khch hng trc Phi thng xuyn quan tm, hi thm khch hng, nhit tnh gii quyt cc vn , thc mc ca khch hng Nng cao kh nng phn ng nhanh ca nhn vin sa cha, khi c s c xy ra th tc khc phc phi nhanh nht trnh gy bt tin cho khch hng Duy tr lin tc tng i ca cng ty, trnh tng i bn qu lu u t vo trang phc, trang thit b cho nhn vin, nng cao tnh chuyn nghip cho nhn vin, v th hin s hin i ca cng ty Th hin phong cch thn thin tng nhn vin khi tip xc vi khch hng Nng cao nng lc ca nhn vin, kh nng ng x ca nhn vin vi khch hng, tng kh nng phn ng nhanh, v tr li r rng cc thc mc ca khch hng C gng to iu kin tt nht cho khch hng, bng cch thng bo c th, sp xp linh hot v vn gi gic, a im khi lm vic vi khch hng, c gng lm sao cho khch hng cm thy thun tin nht Cng ty cn phi c mt chin lc truyn thng marketing; s dng cc cng c nh qung co, khuyn mi hiu qu, qua nng cao uy tn cng nh pht trin thng hiu truyn hnh cp Sng Thu trong lng khch hng. Coi trng v t chc cc bui o to k nng, nghip v cho nhn vin. Cc k nng cn c o to thm l cc k nng thng s dng khi tip xc vi khch hng.

(2) Thnh phn tin cy -

(3) Nng cao thnh phn hu hnh -

(4) Nng cao thnh phn kh nng nhn vin bo tr

2.2.2. Kin ngh khc -

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 8 i hc Nng nm 2012

Cng ty cng cn phi coi trng chnh sch i ng nhn vin, c i ng tt th nhn vin s lm vic tt hn. 3. Kt Lun Sau khi hon thnh qu trnh nghin cu, ti ny thc hin c nhng mc tiu ra. M hnh ny cung cp cho cng ty truyn hnh cp Sng Thu mt cng c o lng cht lng dch v truyn hnh cp mt cch hiu qu v cng a ra mt s gi ci thin cho cng ty. V hn ch v ngun lc v p lc thi gian nghin cu vn cn hn ch trong khu ly mu v quy m mu; cha phn tch nhn t khng nh CFA. Nghin cu c th c tin hnh vi mt quy m mu ln hn, v s dng nhng k thut v phng php nghin cu hin i hn nh m hnh cu trc tuyn tnh SEM Nghin cu ny cng c th h tr cho cc hng nghin cu khc v lng trung thnh, hay cc nghin cu v s hi lng. TI LIU THAM KHO TING VIT [1] L Th Gii, Nguyn Xun Ln, V Quang Tr, inh Th L Trm, Phm Ngc i (2011), Qun tr Marketing - nh hng gi tr, Nxb Ti Chnh, tr. 328 334. [2] Nguyn Xun Ln, Phm Th Lan Hng, ng Th Lin H (2011), Hnh vi ngi tiu dng, Nxb Ti Chnh. [3] Nguyn Huy Phong, Phm Th Ngc Thy (2007), SERVQUAL hay SERVPERF Mt nghin cu so snh trong ngnh siu th bn l Vit Nam, tp ch pht trin KH&CN, tp 10, s 8. [4] Nguyn nh Th, Nguyn Th Mai Trang (2007), Nghin cu khoa hc Marketing - ng dng m hnh cu trc tuyn tnh SEM, Nxb i hc quc gia TP. H Ch Minh. [5] Hong Trng, Chu Nguyn Mng Ngc, Phn tch d liu vi SPSS, Nxb Hng c. TING ANH [6] Abby Ghobadian, Simon Speller, Matthew Jones (1993), "Service Quality: Concepts and Models", International Journal of Quality & Reliability Management, Vol.42. [7] Amira, A.Zeitoun (2005), External influences and disconnecting service decision making the Dokki area of Cairo, Egypt; Capella University. [8] Jessell, Hary A (1996), Cables performance gap, Broadcasting & Cable; 126,30; pag.38 [9] Parasuraman, A., Zeithaml, V.A. & Berry, L. L. (1988), SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, Vol. 64 No. 1. [10] Sanjay K Jain, Garima Gupta (2004), Measuring Service Quality: SERVQUAL vs SERVPERF scales, The Journal for Decision Makers, Vol. 29 No. 2.