56224148 Ứng dụng thang đo SERVPERF đanh gia chất lượng dịch vụ viễn thong di động tại khu vực thanh phố Đa Nẵng

Chuyn thc tp
GVHD: TS Nguyn Thanh
Lim
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
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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:
-
Kim nh thang o SERVPERF trong o lng cht lng dch v vin
thng di ng.
-
Khm ph cc thnh phn cht lng dch v vin thng di ng.
nh hng ca yu t cht lng trong dch v n s hi lng ca khch
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
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Mc d bn thn c s c gng nhng do kin thc v thi gian thc tp
cn hn ch nn chuyn thc tp ny khng trnh khi nhng sai st. Em rt
mong nhn c s ng gp kin v nhn xt ca qu thy c v ban lnh o
cng ty em hon thin ti ny tt hn.
Em xin by t lng cm n su sc n thy gio hng dn TS Nguyn
Thanh Lim, cc thy c gio trong khoa v ban lnh o Trung tm thng tin di
ng Khu vc III, cc anh ch phng K hoch bn hng v Marketing v s gip
ca anh Nguyn nh Dng tn tnh hng dn em hon thnh tt chuyn
thc tp ny.
Mt ln na em xin chn thnh cm n.
nng thng 5 nm 2008

Sinh vin thc hin
Nguyn Th Phng Linh
Chuyn thc tp
Lim
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
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v. Trong chui gi tr c gi tr ca dch v chnh do nhng hot ng ch yu
trong dch v to ra v mang li li ch c bn cho ngi tiu dng. Tng t, gi tr
ca dch v ph do nhng hot ng ph tr to nn v mang li li ch ph thm.
i vi cng loi dch v c chui gi tr chung th hin mc trung bnh m x hi
c th t c v c tha nhn. Song bn cnh nhng chui gi tr chung c
chui gi tr ring ca tng nh cung cp [1,7].
hiu r su hn dch v, chng ta tiu hiu nhng vn lin quan n
sn xut cung ng dch v [1,8]:
Dch v c bn: l hot ng dch v to ra gi tr tha mn li ch ct li
ca ngi tiu dng. chnh l mc tiu tm kim ca ngi mua
Dch v bao quanh: l nhng dch v ph hoc cc khu c lp ca dch
v c hnh thnh nhm mang li gi tr ph thm cho khch hng. Dch v bao
quanh c th nm trong h thng ca dch v c bn v tng thm li ch ct li
hoc c th l li ch c lp mang li li ch ph thm.
Dch v s ng: bao gm dch v c bn v dch v bao quanh ca doanh
nghip phi t ti mt mc no v tng ng ngi tiu dng nhn c mt

chui gi tr xc nh no ph hp vi chi ph m khch hng thanh ton.
Dch v s ng gn lin vi cu trc dch v, vi cc mc v cc quy ch dch v
ca nhng nh cung cp.
Dch v tng th: l h thng dch v bao gm dch v c bn, dch v
bao quanh, dch v s ng. Dch v tng th thng khng n nh, n ph thuc
vo cc dch v thnh phn hp thnh. Doanh nghip cung ng cho khch hng dch
v tng th khi tiu dng n. Dch v tng th thay i th li ch cng thay i.
c im ca dch v: dch v c 4 c im c bn [1,12].
Dch v l mt hng ha c bit, n c nhng nt c trng ring m hng

ha hu hnh khng c. Dch v c 4 c im ni bc ca n l:
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Dch v c tnh khng hin hu: y l c im c bn ca dch v. Vi
c im ny cho thy dch v l v hnh, khng tn ti di dng vt th. Tuy vy
sn phm dch v mang nng tnh vt cht. Tnh khng hin hu c biu l khc
nhau i vi tng loi dch v. Nh ngi ta c th xc nh c mc sn
phm hin hu, dch v hon ho v cc mc trung gian gia dch v v hng
ha hin hu.
Trn thc t t hng ha hin hu ti dch v phi hin hu c 4 mc sau:
Hng ha hin hu hon ho.
-
Hng ha hon ho: bao gm hng ha hin hu khi tiu dng phi c
dch v i km tng s tha mn.

Dch v ch yu, c tha mn thng qua sn phm hng ha hin hu.
Dch v hon ho: hon ton khng hin hu.
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
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c th gn lin vi cu trc ca n v kt qu ca qu trnh hot ng ca h thng
cu trc .
Sn phm dch v mau hng: Dch v khng th tn kho, khng ct gi v
khng th vn chuyn t ni ny n ni khc. Dch v c tnh mau hng nh vy

nn vic sn xut mua bn v tiu dng dch v b gii hn bi thi gian.
c tnh mau hng ca dch v quy nh sn xut v tiu dng dch v phi
ng thi, trc tip, trong mt thi gian gii hn
Khng hin hu
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.
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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.
5. Khng th hon tr: Nu khch hng khng hi lng, h c th c hon
tin nhng khng th hon dch v.
6. Nhu cu bt nh: bt nh nhu cu dch v cao hn sn phm hu hnh
nhiu.
7. Quan h qua con ngi: Vai tr con ngi trong dch v rt cao v thng
c khch hng thm nh khi nh gi dch v.
8. Tnh c nhn: Khch hng nh gi dch v da vo cm nhn c nhn ca
mnh rt nhiu.
9. Tm l: Cht lng dch v c nh gi theo trng thi tm l ca khch
hng.
1.1.2 Cht lng dch v
Cht lng ca cc sn phm hng ha v dch v t lu l mi quan tm
ca nhiu ngi. Cht lng dch v kh xc nh v cha c chin lc qun l
hiu qu. Vn nhn thc, kim tra, kim sot cht lng trong dch v l vn
ln t ra i vi cc nh nghin cu. Cht lng thc t v nhng yu t chi phi
n hin nay cha lng ha c. Tm quan trng ca cht lng dch v i vi
doanh nghip v khch hng c s khc nhau rt ln. Cht lng dch v chi phi
mnh n vic tng th phn, tng kh nng thu hi vn u t, tng nng sut lao
ng, h thp chi ph sn xut v cui cng l tng li nhun. l nhng li ch c
tnh chin lc lu di i vi doanh nghip dch v. Chng ta khng th s dng
phng php kim tra, kim sot v qun tr cht lng ca hng ha hin hu sang
p dng cho dch v bi v dch v c nhng c tnh ring bit n chi phi qu trnh
hnh thnh, vn ng cht lng [1,121].
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1.1.2.1 Nhn thc chung v cht lng dch v
Theo Zeithaml (1987): Cht lng dch v l s nh gi ca khch hng v
tnh siu vit v s tuyt vi ni chung ca mt thc th. N l mt dng ca thi
v cc h qu t mt s so snh gia nhng g c mong i v nhn thc v
nhng th ta nhn c [11].
Lewis v Booms pht biu: Dch v l mt s o lng mc dch v c
a n khch hng tng xng vi mong i ca khch hng tt n u. Vic to
ra mt dch v cht lng ngha l p ng mong i ca khch hng mt cch ng
nht [11].
T ng cht lng c nhiu ngha v c th s dng nhiu cch. Garvin
(1984) xc nh nm phng cch hiu nim v cht lng [2,155].
Phng cch siu vit theo nh ngha ca Pocket Orford Dictionry l
mc siu vit, bn cht tng i. Cht lng trong trng hp ny l s siu

vit ni ti. N phn nh iu g tt nht.
Phng cch da trn sn xut lin quan n s ph hp vi thit k hay
qui cch. Mt dch v hay sn phm cht lng s khng c mt sai st no so vi

qui cch.
Phng cch da theo ngi s dng chp nhn rng mt dch v hay sn
phm no p ng nhng i hi ca ngi s dng th l mt dch v hay

sn phm cht lng. Mt cm t cho phng cch ny l p ng ng mc ch.
Phng cch da trn sn phm l mt phng cch da trn s lng v
ch xt n nhng c tnh o lng c.

Phng cch da trn gi tr a chi ph hay gi c vo phng trnh.
Mt mt hng no s c cung cp t hay nhiu ty theo gi ca n.

1.1.2.2 Nhng c im ni bc ca dch v chi phi n cht lng:
Nh trnh by phn trn, dch v c 4 c im c bn v 4 c im ny
chi phi n cht lng [1,122].
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Th nht, dch v c c tnh khng hin hu (v hnh) v chng l tp hp
ch khng phi cc yu t vt cht hin hu do vy rt kh qun xuyn n cht
lng ng b. Hu ht cc dch v khng m c, khng o lng c, khng
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
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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.
Vi s thiu thn ca cc yu t hu hnh nh gi cht lng dch v,
khch hng phi da vo nhng yu t khc nh gi c, mc sn sng ca dch
v, v tr ni cung cp dch v
Do c tnh khng hin hu ca dch v m mt doanh nghip cm thy kh
khn hiu c khch hng tip nhn dch v v cht lng dch v dch v
nh th no. Khi mt nh cung cp hiu c khch hng ca h nh gi dch v
nh th no, h s c kh nng to ra nhng tc ng vo nhng nh gi theo
hng mong mun.
- Cht lng l mt s so snh gia s mong i v gi tr mt dch v trong
khch hng vi gi tr thc t nhn c (s tha mn) do doanh nghip cung cp.
Cc nh nghin cu v cc nh qun l cc doanh nghip dch v u thng nht
quan im cho rng cht lng dch v bao hm mt s so snh gia s mong i
v thc t. l s o lng phn phi dch v ph hp vi s mong i ca khch
hng tt ti mt mc no . Phn phi dch v c ngha l thc hin s chuyn
giao dch v sao cho ph hp vi nhng mong i ca khch hng trn mt nn tng
tng thch vi mc mong i. T suy ngh nh hng ny chng ta c th pht
trin theo mc nh sau
Dch v nhn c
S mong i
Cht lng dch v
Gi tr dch v nhn c >
Gi tr mong i
Rt cao
Gi tr dch v nhn c
Gi tr mong i
Cao
Gi tr dch v nhn c <
Gi tr mong i
Thp
S hi lng ca khch hng c lin quan n cht lng dch v. Nu cht

lng dch v rt cao, mc tha mn vt qu s mong i, khch hng s rt hi
lng. Cht lng dch v cao, mc tha mn t c s mong i, khch hng
cm thy vui v hi lng. Ngc li nu cht lng dch v thp, mc tha mn
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thp hn gi tr mong i, khch hng s tht vng. Gi tr khch hng nhn c do
chui gi tr ca dch v tng th m cng ty chuyn giao ph thuc vo mt s yu
t nh: dch v tng th c cung cp, nhn vin cung cp dch v, nhng hot
ng ca cc i th cnh tranh, cc mc n v mong i, tm hiu bit v s
am tng v dch v ca ngi tiu dng dch v.
- Nhng nh gi dch v cc u ra v qu trnh. Cht lng dch v
khng ch nh gi u ra vi gi tr mong i ca khch hng m n cn bao
gm hot ng ca ton b h thng cung cp v s hot ng hnh thnh nn
phng cch phn phi. T dn ti vic tha nhn c s tn ti hai loi cht
lng dch v: cht lng k thut bao gm nhng gi tr m khch hng thc s
nhn c t dch v doanh nghip cung cp v cht lng chc nng bao gm
phng cch phn phi.
Tin c s ca cht lng dch v l s chuyn giao dch v vi khch
hng v cc yu t trong t chc dch v, s hiu bit ni chung ca khch hng v
s hiu bit v dch v ca h. Cng t tin ny c th tip cn cht lng dch
v vi ba mng ln: cht lng vt l (vt cht) ca dch v bao gm trang thit b,
dng c, nh quychnh l mi trng vt cht ca dch v; cht lng t chc
bao gm phng thc qun l t chc iu hnh, uy tn, hnh nh, tiu s cng ty;
cht lng chuyn giao dch v bao gm nhng tc ng qua li gia nhn vin
cung cp v khch hng.
Cht lng dch v l mc hi lng ca khch hng trong qu trnh cm
nhn tiu dng dch v, l dch v tng th ca doanh nghip mang li chui li ch
v tha mn y nht gi tr mong i ca khch hng trong hot ng sn xut
cung ng v trong phn phi dch v u ra [1,125].
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1.1.2.3 M hnh cht lng dch v Parasuraman et al (1985, dn theo
Nguyn nh Th et al, 2003) [4].
Hnh 2. M hnh cht lng dch v Parasuraman (1985)
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
Khong cch 1: L sai bit gia k vng ca khch hng v cm nhn ca

nh cung cp dch v v k vng . S din dch k vng ca khch hng khi
khng hiu thu o cc c trng cht lng dch v, c trng khch hng to ra
sai bit ny.
Khong cch 2: c to ra khi nh cung cp gp cc kh khn, tr ngi
khch quan ln ch quan khi chuyn cc k vng c cm nhn sang cc tiu ch
cht lng c th v chuyn giao chng ng nh k vng. Cc tiu ch ny tr
thnh cc thng tin tip th n khch hng.
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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).
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Parasuraman, Zeithaml and Berry (1985) cho rng rt kh nh ngha v
o lng cht lng dch v bi v dch v l v hnh, khng ng nht (cht lng
dch v c th thay i theo khch hng, ngy v ngui sn xut) v s sn xut
khng th tch b tiu dng. Mt vi nh nghin cu nghin cu nh ngha v
o lng khi nim cht lng dch v (Carman 1990; Cronin and Taylor 1992;
Parasuraman, Zeithaml and Berry 1985; Parasuraman, Zeithaml and Berry 1988;
Parasuraman, Zeithaml and Berry 1991; Teas 1993).
Mt vi cng vic u tin trong pht trin m hnh nh ngha v nh gi
cht lng dch v c ch o bi Parasuraman, Zeithaml, and Berry (1985) (hay
ni cch khc cn c gi l PZB). Vic da vo m hnh cht lng dch v ca
PZB (1985) xc nh 10 yu t lm cha kha chnh ca cht lng dch v c
cm nhn bi ngi tiu dng:
H cho rng c s khc bit gia cm nhn ca khch hng v doanh nghip
trong vic chuyn giao cht lng dch v. Trong vic kim tra s khc bit , PZB
(1985) cho rng cht lng dch v c th c nh gi bi vic o lng s khc
bit hoc chnh lch gia nhng g m khch hng k vng v nhng g m khch
hng cm nhn sau khi khi s dng dch v.
H tranh lun v ln v phng hng gii quyt ca s chnh lch ny
trc tip nh hng n s cm nhn cht lng dch v ca khch hng, PZB
(1985) cho rng khch hng s nhn thc cht lng dch v cao ti mt mc
nht nh m k vng ca h thp hn hiu nng dch v m h cm nhn. Nu iu
khng nh ny ngc li l ng, khch hng s cm nhn cht lng dch v thp.
PZB (1985) nhn nh rng khung cng vic ca h ch c th nhn thy s
khc bit trong cht lng hng ha v dch v bi s khc bit gi thuc tnh ca
hng ha v dch v. H cho rng Nelson (1974) xc nh thuc tnh tm kim
(search properties) nh nhng thuc tnh c th c xc nh trc khi mua ( tin
cy v phng tin hu hnh), v thuc tnh cm nhn nh nhng thuc tnh c
th ch xc nh sau khi mua v s dng. Hn na, Darby and Karni (1973) xc nh
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nhng thuc tnh lng tin (credence properties) (nh nng lc v s an ton) nh
nhng thuc tnh hay c im m khch hng thng rt kh tm kim nh gi
sau khi mua. Bi vy, PZB (1985) kt lun rng ngi tiu dng hi p da trn
thuc tnh cm nhn khi nh gi cht lng dch v.
Da vo nhng l thuyt ca h, PZB (1985) pht trin thang o
SERVQUAL. Thang o ny c thit k khm ph phm vi nhng ci tt v
xu cht lng dch v v c th trnh by cht lng dch v theo nhiu xu
hng, c bit khi s dng cc k thut cht lng dch v khc.
Thang o SERVQUAL c da trn nhng im khc bit gia s k vng
ca ngi tiu dng v dch v v cm nhn ca h sau khi s dng dch v. Ban
u, PZB (1985) tp trung vo 10 yu t ca cht lng dch v (xem hnh 3). Tuy
nhin, sau 2 giai on lm sch thang o, h rt gn 10 yu t xung cn 5 yu t
ca cht lng dch v: phng tin hu hnh, tin cy, p ng, an ton, cm thng
(PZB 1988).
Trong nhiu cuc tho lun, PZB (1988) nhn nh rng thang o
SERVQUAL l thang o gii quyt c cm nhn v cht lng v xem cht
lng dch v mt cch c bit. H pht biu rng cht lng dch v cm nhn l
li ph bnh hay thi chung v dch v m ti s hi lng c mi quan h c
bit. H chng thang o c tin cy 0.92 v 5 yu t c th c xp theo th
t quan trng: tin cy, an ton, phng tin hu hnh, p ng v cm thng.
Nhng tc gi sau ny xem li thang o SERVQUAL (PZB 1991), ng thi
h thm vo mt s bin quan trng ph hp vi mi thnh t. Thang o
SERVQUAL (PZB 1991) cui cng c trng thang o 7 im vi khong hon
ton ng n hon ton khng ng , 22 cu hi k vng v 22 cu hi cm
nhn v 5 cu hi nh v im. Nghin cu thc nghim cho thy tin cy trong
khong 0.80 v 0.93.
Tip theo l nghin cu v kim nh thang o. Carman (1990) cho rng
SERVQUAL cho thy s n nh, 5 thnh t khng phi lun lun ging nhau.
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Thc vy, nhng thnh t khc nhau c th thay i ph thuc vo kiu cng nghip
dch v. Carman cng a cu hi vo trong tp hp d liu k vng ca PZB sau
khi khch hng thc s s dng dch v. ng cho rng iu ny s phi lm trc
khi s dng dch v cho d rt kh thc hin.
Churchill, Brown v Peter (1993) tranh lun rng nhng im thang o
SERVQUAL l nhng im khc bit thc s (nhng im nhn thc - nhng im
mong i) nhng vn ca s tin cy, tnh hp l bit s, v nhng s hn ch
mu thun tn ti. H cho thy rng thang o SERVQUAL l thang o khng t
c tnh hp l bit s t cc yu t, thnh phn ca n v phn phi m hnh
SERVQUAL khng chun.
Tuy nhin, c l li ph bnh mnh nht v thang o SERVQUAL l Cronin
v Taylor (1992). Tranh lun rng l hng trong l thuyt ca PZB v cht lng
dch v c h tr bi mt t bng chng thc nghim hay l thuyt, Cronin v
Taylor (1992) pht trin hiu nng (performance-based) thang o o lng cht
lng dch v c gi l SERVPERF.
Thang o da trn nn tng trc bi Bolton v Drew (1991 a), h cho
rng nhn thc ca khch hng v cht lng dch v da trn thi nhn thc
trc v dch v. Thc vy, Bolton v Drew (1991 b) cho rng thi hin ti
ca khch hng da trn thi cn li thi k trc v cht lng dch v v s
hi lng hay khng hi lng ca h vi dch v. Nh nhng khch hng cm nhn
v dch v, thi ca h v cht lng dch v ang xem li, do gy ra mt s
thay i trong tng lai nhng thi .
Theo Cronin v Taylor (1992), hiu nng thang o SERVPERF ca h l mt
phng php tt hn o lng cht lng dch v. tin cy ca thang o ny
nm trong khong gia 0.884 v 0.964, ty thuc vo tng ngnh, v cho thy tnh
hp l c v s quy t ln s phn bit.
Mt cuc tranh ci ang xy ra v s i lp SERVQUAL v SERVPERF.
Mi y, c hai nhm nhng nh nghin cu a ra nhng l l hn na h
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tr nhng vin cnh ca h (PZB 1994; Cronin and Taylor 1994)
[7]
. Nhng im
chnh trong cuc tranh lun ca PZB (1994) nh sau:

a) PZB (1994) c nhng tranh lun i lp vi Cronin v Taylor (1992), y
l nhng nghin cu c tnh l thuyt v thc tin quan trng h tr l hng l
thuyt ca P E . Tc l, PZB (1985), ZBP (1990), Gronroos (1982, 1984), Saser,
Olsen v Wyckoff (1978), ZBP (1991), v Bolton v Drew (1991a, 1991b).
b) PZB (1994) khng nh rng Cronin v Taylor (1992) trch dn nhng s
nghin cu m ch tp trung s hnh thnh mc v khng phi thi (m l
nhng g SERVQUAL c gng o lng)
c) PZB (1994) tranh lun rng, phn tch ca Cronin v Taylor (1992) l
khng su, c th tng quan gia 5 cu trc tim n p.113. Cronin v Taylor
(1992) cho rng thang o SERVQUAL l mt thang o n nht, ty thuc vo cu
hi.
d) PZB (1994) khng nh rng nghin cu ca h cho thy tnh hu hiu quy
t v phn bit (convergent and discriminant validity) ca SERVQUAL l tt v hn
c SERVPERF.
e) PZB (1994) ni rng trong phn tch hi quy ca Cronin V Taylor (1992),
khng c s i mi trong cch gii thch v nhng s mu thun gia SERVQUAL
v SERVPERF c th c gii thch bi s chng thc bin ph thuc l o lng
hiu nng.
f) Cui cng, PZB (1994) tranh lun rng trong o lng P - E ca h cho
thy d bo trc t c tc ng hn cm nhn trong mt php o lng duy nht,
php o lng P E c th chn on gi tr.
a s nhng mc gn y c s h tr ca m hnh hiu nng ca Cronin
V Taylor (1992) vt qu m hnh disconfirmation-based ca PZB (1985) (Oliver
1993; Babakus v Boller 1992: v Babakus v Mangold 1992). Boulding, Kalra,
Staelin, and Zeithaml (1993) a ra mt s nhng nhn xt. H pht biu nhng
kt qu ca h khng tng thch vi c hai quan nim v nhng s mong i v s
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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.
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Parasuraman v cc cng s gii thiu thang o SERVQUAL gm 10
thnh phn: (1) Phng tin hu hnh; (2) Tin cy; (3) p ng; (4) Nng lc phc
v; (5) Tip cn; (6) n cn; (7) Thng tin; (8) Tn nhim; (9) An ton; (10) Thu
Cc yu t quyt
nh cht lng
dch v
(1) Phng tin
hu hnh
(2) Tin cy
(3) p ng;
(4) Nng lc phc
v
(5) Tip cn
(6) n cn
(7) Thng tin
(8) Tn nhim
(9) An ton
(10) Thu hiu
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
hiu. c th hin r qua hnh 3 nh sau:
Hnh 3. Thang o SERVQUAL (Parasuraman et al, 1985)

(1)Phng tin hu hnh: Bao gm nhng du hiu vt cht ca dch v
Phng tin vt cht
Gng mt nhn vin
Cng c v trang thit b to ra dch v
u mi vt cht ca dch v
Nhng khch hng trong h thng dch v
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(2)Tin cy: Bao gm s thc hin thch hp v c tin cy. Thc hin dch v
ng ngay ln u, doanh nghip tn trng nhng thng ip truyn thng ca mnh,
ng thi bo m:
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
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(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
(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
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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
trng hp. Do , cc nh nghin cu ny a ra thang o SERVQUAL gm 5
thnh phn vi 20 bin quan st [4], c th cc thnh phn nh sau:
- Phng tin hu hnh
(Tangibles)
- Tin cy (Reliability)
- p ng
(Responsiveness)
- Nng lc phc v
(Assurance)
- Cm thng (Empathy)
Dch v k vng
(Expected Service)
Dch v cm nhn
(Perceived Service)
Cht lng dch v

cm nhn
(Perceived Service
Quality)
Hnh 4. M hnh SERVQUAL (Parasuraman, Zeithaml & Berry, 1988)

1. Phng tin hu hnh (Tangibles): s th hin bn ngoi ca c s vt
cht, thit b, nhn vin v vt liu, cng c thng tin.
2. Tin cy (Reliability): kh nng thc hin dch v ph hp v chnh xc vi
nhng g cam kt, ha hn.
3. p ng (Responsiveness): mc mong mun v sn sng phc v
khch hng mt cch kp thi.
4. Nng lc phc v (Assurance): kin thc, chuyn mn v phong cch lch
lm ca nhn vin phc v; kh nng lm cho khch hng tin tng.
5. Cm thng (Empathy): th hin s n cn, quan tm n tng c nhn
khch hng.
Trn thc t, o lng SERVQUAL gm ba phn on. Hai phn on u,
mi phn on l 22 bin quan st o lng cht lng dch v m khch hng k
vng v thc t cm nhn c. Cc bin dng thang Likert 7 im. Sai bit (cm
nhn tr k vng) ca nh gi biu th cht lng dch v. M hnh o lng ny
Chuyn thc tp
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c gi l phi khng nh (disconfirmation model). Phn on th ba yu cu
khch hng nh gi mc quan trng ca 5 thnh phn.
Sau nhiu nghin cu kim nh cng nh ng dng, SERVQUAL c tha
nhn nh mt thang o c gi tr l thuyt cng nh thc tin. Tuy nhin th tc o
lng SERVQUAL kh di dng. Do vy, xut hin mt bin th ca
SERVQUAL l SERVPERF.
Thang o ny c Cronin & Taylor (1992, dn theo Thongsamak, 2001)
gii thiu, xc nh cht lng dch v bng cch ch o lng cht lng dch v
cm nhn (thay v o c cht lng cm nhn ln k vng nh SERVQUAL). Hai
ng cho rng cht lng dch v c phn nh tt nht bi cht lng cm nhn
m khng cn c cht lng k vng cng nh nh gi trng s ca 5 thnh phn.
Do c xut x t thang o SERVQUAL, cc thnh phn v bin quan st ca
thang o SERVPERF ny gi nh SERVQUAL. M hnh o lng ny c gi l
m hnh cm nhn (perception model).
1.3 Mi quan h gia cht lng dch v v s hi lng
1.3.1 S hi lng ca khch hng
S hi lng ca khch hng c nghin cu v nhn thc nh l nhn t
quan trng trong l thuyt qun tr v marketing trong vi thp nin qua. hiu s
hi lng, th cn c s hiu bit r rng v ngha ca n l g. S hi lng ca khch
hng c nh ngha nh l mt kt qu nhn thc v s nh gi hu hiu, mt vi
tiu chun so snh c so snh hiu nng cm nhn hin ti. Nu nh hiu nng
cm nhn t hn k vng, khch hng s khng hi lng. Nu nh hiu nng cm
nhn tha mn hoc vt qu s mong i th khch hng s hi lng (Lin, 2003).
S hi lng ca khch hng l vn ch yu trong s thnh cng ca h thng
doanh nghip, truynt thng, trc tuyn (Ho, Wu 1999). S hi lng ca khch hng
ngha l nhu cu v s tha mn ca khch hng, sn phm v dch v c hi
lng, kinh nghim khch hng c xc nh (Friday v Cotts 1995, Gitomer 1998).
S ha lng khch hng c cho l cng c ct yu nh gi s thnh cng trong
Chuyn thc tp
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hot ng kinh doanh. Hi lng khch hng l ti sn m bo lung tin mt
thng xuyn cho doanh nghip trong tng lai [3].
Trong s no ng ca mi trng thng mi, duy tr s pht trin v th
phn, cc cng ty cn c s hiu bit v ha lng khch hng v xem n nh mt
nhn t ct yu thit lp mi quan h vi khch hng (Patterson et. al., 1997)
Trong mi ngnh, khch hng l quan trng nht nh hng n s thnh
cng trong cng ty.
S hi lng ca khch hng l kt qu ca s kt hp bi nhng ngi c
kinh nghim trong cng ty p ng ht k vng ca h. Khch hng c hi lng
khi k vng ca h c tha mn v thch th, khi k vng ca h c nng cao.
Hi lng khch hng gi lng trung thnh ca h lu hn, mua nhiu hn, c s
nhy cm v ni tt v cng ty. S hi lng cu khch hng c th c o lng v
thit lp nhiu cch khc nhau o lng chng (Kotler pp. 411- 412).
By gi c nhiu nh ngha v s hi lng ca cc tc gi ni ting
[3]
S hi lng ca khch hng c ngha l phn ng v nh gi ca khch

hng mt cch hon chnh (Olive, 1997).
Kotler (1997) nh ngha s hi lng ca khch hng nh sau:
S hi lng l cm xc vui thch ca con ngi hoc s tht vng t s so
snh hiu nng cm nhn ca sn phm vi k vng ca h.
Brown nh ngha s hi lng khch hng nh:
Xc nh nhu cu, mong mun v k vng ca khch hng trong sut vng
i sn phm hoc dch v, khch hng tha mn kt qu nhn c, trung thnh
v ni tt v n.
Bitner v Zeithaml (2003) xc nh s hi lng l:
S nh gi ca khch hng v sn phm hoc dch v trong sut khong
thi gian sn phm v dch v tha mn nhu cu v mong mun ca h.
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1.3.2 Mi quan h cht lng dch v v s hi lng
S hi lng ca khch hng v cht lng dch v l hai khi nim phn bit
nhng c quan h gn vi nhau. Cht lng dch v l khi nim khch quan, mang
tnh lng gi v nhn thc, trong khi , s hi lng l s kt hp ca cc thnh
phn ch quan, da vo cm gic v cm xc (Shemwell et al., 1998, dn theo
Thongsamak, 2001).
Mt s nh nghin cu nh Parasuraman, Zeithaml, Berry, Bitner, Bolton
ng h quan im s hi lng ca khch hng dn n cht lng dch v. H cho
rng cht lng dch v l s nh gi tng th di hn trong khi s hi lng khc
hng ch l s nh gi mt giao dch c th. Cc nh nghin cu khc nh Cronin,
Taylor, Spreng, Mackoy v Oliver li cho rng cht lng dch v l tin t cho s
hi lng khch hng. Quan im no ng hin vn cha khng nh v c hai quan
im u c c s l lun cng nh kt qu nghin cu chng minh (Thongsamak,
2001) [4].
1.4 Mt s m hnh nghin cu v cht lng dch v
Mt s nghin cu khc ca cc nh nghin cu v cc nhn t nh hng
n cht lng dch v.
1.4.1 M hnh 3 yu t
Cht lng
dch v
Sn phm
dch v
Chuyn
giao dch
v
Mi trng
dch v
Hnh 5: M hnh 3 yu t (Rust & Oliver, 1994)
Chuyn thc tp
Lim
M hnh 3 thnh t ca Rust and Oliver (1994) c thit lp phi hp vi
hng nghin cu hin ti v cht lng dch v v to ra m hnh c tnh i mi,
ci tin hn. M hnh tp trung vo s tn ti mi quan h gia cht lng dch v,
gi tr dch v v s hi lng. M hnh ny c xy dng da trn m hnh ca
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
The Nordic Model

(Gronroos, 1984)
Dch v k vng
(Expected
Service)
Cht lng k
thut (Technical
Quality)
Cht lng dch v

cm nhn
Dch v cm
nhn (Perceived
Service)
Hnh
nh
What ?
Cht lng chc

nng (Functional
Quality)
How?
Hnh 6: M hnh The Nordic Model (Gronroos, 1984)

Nm 1984, Gronroos pht trin khi nim cht lng dch v Nordic. M
hnh nghin cu cht lng k thut v cht lng chc nng nh hng nh th
Chuyn thc tp
Lim
no n cht lng dch v cm nhn v cht lng dch v k vng trong dch v.
trong khi nghin cu ny cng ch cung cp h tr mt phn vai tr ca cht lng
k thut trong vic nh gi cht lng ni chung, nhng cuc nghin cu tip theo
kinh nghim xc nhn s nh hng ca n n s cm nhn cht lng dch v
(Gronroos,1990; Rust and Oliver, 1994). Cht lng k thut c nh xc nh
nh l khch hng b i khi qu trnh sn xut kt thc (Gronroos, 1984, p.38).
1.5 M hnh nghin cu v cc gi thuyt
Phng tin hu hnh
(Tangibles)
Tin cy
(Reliability)
p ng
(Responsiveness)
S hi lng
(Satisfaction)
An ton
(Assurance)
Cm thng
(Empathy)
Hnh 7: M hnh nghin cu

M hnh s c kim nh vi hai nhm gi thuyt
Nhm gi thuyt v mi quan h gia cc thnh phn cht lng cm
nhn ca dch v nh hng n S hi lng

H1: 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.
H2: tin cy quan h dng vi S hi lng, ngha l tin cy cng cao th s
hi lng v cht lng cng ln v ngc li.
Chuyn thc tp
Lim
H3: p ng quan h dng vi S hi lng.
H4: Nng lc phc v quan h dng vi S hi lng.
H5: S cm thng 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.

H6: C s khc bit v nh gi cht lng dch v theo loi mng s dng.
H7: C s khc bit v nh gi cht lng dch v theo thi gian s dng.
H8: C s khc bit v nh gi cht lng dch v theo gii tnh .
H9: C s khc bit v nh gi cht lng dch v theo trnh hc vn.
Mi nhm gi thuyt t H6 n H9 gm 5 gi thuyt nhnh tng ng vi
vic kim nh s khc bit ca 5 thnh phn cht lng dch v.
H10: C s khc bit v S hi lng theo loi mng s dng.
H11: C s khc bit v bit v S hi lng theo thi gian s dng.
H12: C s khc bit v bit v S hi lng theo gii tnh.
H13: C s khc bit v bit v S hi lng theo trnh hc vn.
Chuyn thc tp
Lim
CHNG 2
TNG QUAN V TNH HNH HOT NG CA CNG TY VMS
MOBIFONE V TH TRNG VIN THNG DI NG VIT
NAM
2.1 Tng quan v cng ty VMS Mobifone v Trung tm thng tin di ng
Khu vc III
2.1.1 Lch s hnh thnh
Cng ty Thng tin di ng (Vietnam Mobile Telecom Services Company VMS) l doanh nghip Nh nc hng mt trc thuc Tp on Bu chnh Vin
thng Vit nam (VNPT). c thnh lp vo ngy 16 thng 04 nm 1993, VMS
tr thnh doanh nghip u tin khai thc dch v thng tin di ng GSM 900/1800
vi thng hiu MobiFone, nh du cho s khi u ca ngnh thng tin di ng
Vit Nam.
Lnh vc hot ng chnh ca Mobifone l t chc thit k xy dng, pht
trin mng li v trin khai cung cp dch v mi v thng tin di ng c cng
ngh, k thut tin tin hin i v kinh doanh dch v thng tin di ng cng ngh
GSM 900/1800 trn ton quc.
Ngy 19 thng 05 nm 1995, Cng ty Thng tin di ng k Hp ng hp
tc kinh doanh (BCC) c hiu lc trong vng 10 nm vi Tp on
Kinnevik/Comvik (Thy in). y l mt trong nhng hp ng hp tc kinh
doanh c hiu qu nht ti Vit Nam. Thng qua hp ng hp tc kinh doanh BCC,
Mobifone tranh th c cc ngun lc quan trng xy dng, vn hnh mng
li v cung cp dch v thng tin di ng u tin ti Vit Nam, l: vn, cng
ngh, kinh nghim qun l, kinh doanh, o to ngun nhn lc.
Chuyn thc tp
Lim
n nay, sau 15 nm pht trin v trng thnh, Mobifone tr thnh mng
in thoi di ng ln nht Vit Nam vi hn 8.5 triu thu bao, hn 2.500 trm
pht sng v 4.200 ca hng, i l cng h thng 15.000 im bn l trn ton
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.
Chuyn thc tp
Lim
3. C gng tm hiu v d on nhu cu ca khch hng nhm p ng hn
nhng mong i ca khch hng.
4. Cung cp thng tin ng v tt c cc dch v, sn phm ca MobiFone v
tr li nhanh chng, chnh xc cc cu hi ca khch hng.
5. Khi khch hng c yu cu hoc gp kh khn v s dng dch v, chng
ta phi c trch nhim trc khch hng v gii quyt hon chnh cc yu cu
cho n khi khch hng hi lng.
6. Gi li ha v trung thc.
7. ch thn xin li khch hng khi khch hng khng hi lng vi dch v
ca chng ta, cho d chng ta c li hay khng.
GIM C CNG TY
8. Cm n khch hng v khuyn khch khch hng ng gp kin v vic
cung cp dch v Mobifone.
CC PH
GIMtin
C
Hin nay, Cng ty Thng tin di ng c bn Trung
tm Thng
di ng
trc thuc v mt X nghip thit k. Tr s chnh ca Vn phng Cng ty t ti H
Ni. P. K HOCH BN HNG &
MARKETING
2.1.3 C cu t chc
P. CHM SC KHCH
HNG
Tt
c cc
Trung
tm
thng tin di ng trcP.thuc
ni TON
chung v
TrungPH
tm
P. TIN
HC
TNH
CC
THANH
CC
thng tin di ng khu vc III ni ring u hot ng da trn b my t chc theo
m hnh trc tuyn chc nng.
P. K THUT IU HNH
KHAI THC
P. QUN L U T XY
DNG
P. CNG NGH & PHT

P. K TON THNG K TI
TRIN MNG
CHNH
Hnh 8: S c cu t chc cng ty VMS - mobifone
2.1.4 S lc v cng ty VMS - Mobifone - chi nhnh ti Nng
P. T CHC HNH CHNH
P. XUT NHP KHU
2.1.4.1 Qu trnh pht trin ca Trung tm thng tin di ng khu vc III
Khi mi thnh lp, Trung tm thng tin di ng khu vc III (TTTTDDKV
III) bt u hot ng vi 10 BTS v ph sng c 5 tnh v thnh ph: Nng,

Trung tm
Trung tm
Trung tm
Trung tm
Trung tm
TTD
TTD
TTD
TTD
SVTH: Nguyn
TTD Th Phng Linh Lp 30K12
Khu vc II
Khu vc III
Khu vc IV
Khu vc V
Khu vc I
Chuyn thc tp
Lim
Tha Thin Hu, Bnh nh, Qung Tr, Khnh Ha. TTTTDDKV III tr thnh
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.
Chuyn thc tp
Lim
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
s dng dch v Mobi4U, Mobiplay. Cc sn phm mi ny gp phn a dng ha
loi hnh sn phm, tng doanh thu, pht trin thu bao. Thi im lc s trm
thu v pht sng ln n 98 trm.
Nm 2004, thu bao pht trin ln hn tng s thu bao pht trin 8 nm
trc. Trung tm tip tc pht trin 63 trm pht sng, 3 tng i BSC ti Nng
v Nha Trang, nng tng s trm ln 161 trm ti Min Trung v Ty Nguyn.
Trong nhng nm qua, mng li ca VMS - Mobifone pht trin kh nhanh
chng, ph sng 64/64 tnh, thnh ph trn c nc. Ring nm 2006, cng ty
pht trin thm 750 trm BTS, a vo khai thc thm 4 tng i MSC, nng dng
lng ton mng ln 16 MSC, 55 BSC v 2.100 trm BTS, c kh nng phc v cho
10.000.000 s thu bao, trong ti Min Trung v Ty Nguyn c nh gi l
mng di ng ln nht v uy tn nht vi 927 trm thu pht sng cc huyn th,
vng su v vng xa. Cng ty tin hnh lp t th nghim h thng 3G cng
ngh ca Alcatel v Ericsson. Ngoi ra, thng qua dch v chuyn vng quc t,
vng ph sng ca mng VMS-Mobifone c m rng ra 100 quc gia v vng
lnh th vi trn 150 mng trn ton th gii.
2.1.4.2 Chc nng, nhim v, mc tiu ca Trung tm thng tin di ng
Khu vc III
Theo quyt nh s: 2113/Q-TC ngy 20/12/1996 ca Gim c cng ty
thng ty thng tin di ng qui nh v chc nng, nhim v v quyn hn ca Trung
tm thng tin di ng Khu vc III.
Chc nng:
- T chc xy dng, qun l vn hnh khai thc mng li dch v thng tin
di ng bao gm c nhn tin ton khu vc Min Trung v Ty Nguyn kinh
doanh v phc v theo quy hoch, k hoch v phng php pht trin ca cng ty
giao.
Chuyn thc tp
Lim
- Lp rp cc thit b thng tin di ng.
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
Chuyn thc tp
Lim
v sau khi bn nhm p ng nhu cu ca khch hng v m bo cung cp cc dch
v theo ng cam kt.
thc hin cc chnh sch , TTTTDKV III xy dng mc tiu cht
lng cho n v mnh:
- M rng v nng cp cht lng mng li: a vo pht sng ton b cc
trm BTS ti khu vc Min Trung.
- Tng t l thnh cng thit lp cuc gi mt cch tt nht.
- Gim t l khiu ni cp c s n mc thp nht.
2.1.4.3 Cc sn phm dch v ca Trung tm thng tin di ng KV III
Sn phm dch v ca Trung tm chnh l cc sn phm dch v di ng do
tng Cng ty thng tin di ng cung cp.
Cc sn phm dch v c bn
MobiFone: L loi hnh dch v in thoi di ng tr sau, l dch v c
bn do Mobifone cung cp. i tng s dng dch v ny thng c thu nhp cao
v n nh, c a ch c th, ch yu l doanh nhn, gii cng chc, vin chc hic
ngi c thu nhp cao.
MobiCard: L dch v thng tin di ng trae trc u tin c VMS
Mobifone gioi thiu Vit Nam. Khi s dng MobiCard, khch hng c th ha
mng Mobifone nhanh chng v d dng, c th s dng tt c cc tnh nng u vit
ca dch v thng tin di ng. s dng dch v MobiCard cn c in t hoi di
ng, b trn gi ban u MobiCard (gm th sim MobiCard v th MobiCard).
Nhng dch v ph ca MobiCard nh: hin th s thu bao gi n, nhn tin
nhn, gi quc t, danh b in thoi
Mobi4U: L loi dch v thng tin di ng tr trc, thu bao ngy, gip
khch hng gi lien lc vi mc cc thp nht v thi gian s dng di nht. Vo

u mi ngy, h thng s t ng tr mt khon tin cc trong ti khon.
Chuyn thc tp
Lim
MobiPlay: L loi hnh dch v thng tin di ng tr trc, dung nhn
tin v nhn cuc gi, mang n m phong cch tr trung, nng ng. MobiPlay c
tt c cc u im ca thu bao tr trc.
MobiGold: L loi hnh dch v thng tin di ng tr trc mi ca cng
ty. Sn phm a vo th trng (2007) nhm tng li ch cho khch hng s dng
nh thanh ton cc thu li, d dng, chm sc khch hng mi lc mi ni, s
dng min ph nhiu dch v tin ch (Dch v tra cu thng tin MobiFoneInfo, Dch
v thng bo cuc gi nh)
MobiQ: L loi hnh dch v thng tin di ng tr trc. Gi cc mi
ny c thit k nhm p ng nhu cu ca nhm khch hng mc tiu c nhng

c im: Nhu cu s dng SMS cao, khch hng c nhu cu duy tr lin lc trong
thi gian di.
Cc dch v gi tr gia tng
GPRS: Cho php s dng truyn v nhn thng tin thng qua mng GSM
di dng chuyn mch gi. Cc ng dng ca GPRS c Mobifone cung cp l

dch v nhn tin a phng tin (MMS), truy cp WAP, Internet.
LiveScore: cho php khch hng nhn c kt qu bng trc tuyn t
cc gii v ch quc gia trn th gii, cc gii bng quc t.
MobiFun: Cho php khch hng thc hin gi v nhn Ring Tone/ Logo/
Group/ Screen Saver.
MobiFun Live: Cho php khch hng gi v nhn tin nhn a phng
tin, ti hnh nn mu, nhc chung a m.
MobiMail: Cho php khch hng thc hin gi th (mail) di dng tin
nhn (SMS) n bt k a ch mail no.
WAP: Cho php khch hng truy cp thng tin trn mng Internet,
Intranet, gi v nhn Email, v nhiu dch v khc. WAP site ca Mobifone: thi
tit, tin tc, th thao, chng khon, gii tr
Chuyn thc tp
Lim
Supersim: C b nh ln (64K) lu c 750 s in thoi. S dng cc
dch v c bit: Super danh b, dch v tin ch, gi SMS nhm v m Pin ca bn.
Tnh bo mt cao v d s dng.
Mobi EZ: L hnh thc np tin in thoai di ng mi rt tin li, cho
php np tin cho tt c cc khch hng s dng m khng cn th co, ch t

20.000 ng tr ln. n bt k im Mobi EZ no v tr s tin bn mun np, s
tin c chuyn vo ti khon bng tin nhn SMS. im mnh ca Mobi EZ l
mnh gi thp, thun tin, kim tra ti khon d dng.
Funring: L dch v nhc ch, khch hng c th nghe nhng bn nhc
chung khi thc hin cuc gi nghe trong lc ch kt ni.
MCA: Khi khi ng my, khch hng nhn thng bo cuc gi nh bng
tin nhn trong lc tt my.

2.2 Tng quan th trng dch v vin thng di ng Vit Nam:
2.2.1 Cu trc th trng:
Vo cui nm 2006, th trng vin thng thc s ang nng dn ln v
tnh hnh cnh tranh trn th trng ht sc gay gt bi c s gia nhp mt thnh
vin mi vo gia nh vin thng Vit Nam l HT- Mobile. Cui nm 2007 mng
Gtel nh cung cp mng di ng ca nc ngoi c cp php kinh doanh v
chnh thc trin khai vo thng 2/ 2008. Gi y, cc thnh vin ny s ua ti gp
sc cng nhau c th to ra mt th trng vin thng ln mnh ti Vit Nam.
a. VMS Mobifone:
Thnh lp vo ngy 16/04/1993, Mobiphone tr thnh doanh nghip u tin
khai thc dch v thng tin di ng ti Vit nam. Sau 15 nm trng thnh v pht
trin, n nay, Mobifone c trn 12 triu thu bao trn c nc, chim 32% th phn,
ring ti th trng Nng th n nay Mobi Phone 216. 354 thu bao, 42 tm pht
sng, 4 ca hng, 10 i l, v 570 im bn, cung cp gn 40 dch v gi tr gia
Chuyn thc tp
Lim
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
Chuyn thc tp
Lim
1x ln 2000-1x EV DO cung cp dch v gi tr gia tng cao cp trn nn bng
thng rng.
e. EVN Telecom:
Ngy 07/03/2006, EVN Telecom thuc Tng cng ty in lc Vit Nam
chnh thc cng b th nghim dch v vin thng ton quc E-Mobile u s 096.
Mng di ng E-Mobile c tch hp trn nn cng ngh CDMA 2000-1X EVDO,
cho php ngi s dng khng ch truy cp Internet tc cao, nghe nhc, ht
karaoke m cn c th xem phim hoc truy cp tin tc t cc chng trnh truyn
hnh. EVN l cng ty vin thng u tin c cp chng ch ISO 9001:2000.
f. HT-Mobile:
Vo cui nm 2006, HT Mobile bt u bc chn trn th trng
Nng nhng thc cht chnh thc ngy 15/1/2007 mng in thoi di ng mi HT
Mobile chnh thc cung cp dch v trn phm vi c nc, mt mng in thoi di
ng mi, vi cng ngh tin tin nht Vit Nam c thit k v cung cp ng b
t tp on vin thng Bc M - Nortel mng tiu chun 3G-CDMA ph sng ton
quc, gi cc hp l, dch v a dng, phong cch phc v chuyn nghip. Bng s
giao thoa gia ct cch vn hin t tng truyn li v vn ho tin b ca tp on
Vin thng Hutchison ng u th gii v mng in thoi di ng th h th 3,
HT Mobile mong mun s mang n s hi lng cho khch hng. Phc v khch
hng tt hn, l trit l m HT-Mobile mong mun mang n cho ngi tiu
dng thm mt la chn mi khc bit vi nhiu dch v tin ch hp dn, cht
lng thoi r nt v c bit l khng c nghn mch.
2.2.2 Tnh hnh hot ng chung v nhng chuyn bin chnh trn th
trng dch v vin thng di ng:
Th trng dch v di ng tip tc duy tr tc tng trng cao vi mc
tng trung bnh hng nm t 35%. D bo n nm 2011, tng thu bao di ng s
vt mc 50 triu, vi mt t 56%. Cc nh khai thc di ng ang cnh tranh
mnh m ginh th phn bng cc chng trnh khuyn mi hp dn v ko di
Chuyn thc tp
Lim
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
Chuyn thc tp
Lim
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).
Chuyn thc tp
Lim
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
trm BTS. Viettel dn u vi 7.232 trm BTS, tng gp i so vi nm 2006;
VinaPhone v Mobifone v nh vi trn 5.000 trm BTS, tng trn 50% so vi nm
2006. m bo dung lng tt nht, p ng khong 40 triu thu bao, trong nm
2008, Viettel d kin s lng trm BTS s t con s 11.000 - 12.000.
Con s ng ghi nhn tip theo ca cc nh khai thc dch v vin thng di
ng l s tng trng mnh ca s lng thu bao. Nu nh trong nm 2006, cc
nh khai thc mng vin thng di ng ch pht trin c 7 triu thu bao mi, th
trong nm 2007, con s ny tng ln 14 triu thu bao mi. Theo thng k s b
ca B Thng tin v Truyn thng, s lng thu bao in thoi trn c nc l 44
triu (di ng chim 75%, tng ng 33 triu thu bao). Trong , Viettel dn
u vi s lng hn 14 triu thu bao trn h thng, tng gp i so vi nm 2006;
cn VinaPhone cng b t 8 triu thu bao, Mobifone cng nm gi mt con s
tng t.
Trong nm 2007, cc dch v vin thng di ng ca cc mng GSM
gim ti 15 - 20%, to ra mt bng cc mi. Vo cui nm 2007, Viettel chnh
thc gim cc cc gi di ng tr trc v tr sau vi mc trung bnh 15%. y
cng l t gim cc ln nht ca Viettel trong nm 2007. Vi mc cc mi,
Viettel hy vng s thc y s bng n ca th trng in thoi di ng v a mt
in thoi di ng ln 40 - 45 my/100 dn trong nm 2008 (hin ti l 38
my/100 dn).
Nh vy, th trng di ng ang nng ln tng ngy theo chiu hng c
ki cho khch hng. Gi cc c d bo s tip tc gim, tc thu bao pht
trin nhanh v cht lng dch v s c ci thin ng k.
Chuyn thc tp
Lim
2.3 nh gi cht lng dch v vin thng di ng
Bng tip nhn cng b cht lng dch v BCVT s 134/QLCL-NV ngy
23/4/2007 (dch v: in thoi trn mng vin thng di ng trn mt t)
STT
Tn ch tiu
1
2
T l cuc gi c thit lp thnh cng

T l cuc gi b ri
Cht lng thoi (im cht lng thoi trung
bnh)
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
3
4
5
6
7
8
Mc theo
TCN 68186: 2006
92%
5%
Mc cng
b
92%
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%
Bng 2: Bng cng b cht lng dch v bu chnh vin thng
Chuyn thc tp
Lim
CHNG 3
PHNG PHP NGHIN CU
3.1 Thit k nghin cu

Nghin cu c tin hnh qua hai giai on l nghin cu s b v
nghin cu chnh thc
Giai on
Dng
Phng php
S b
nh tnh
Chnh thc
nh lng
K thut
Phng vn trc tip
(k thut nh x)
Bt vn
(Kho st bng cu hi)
X l d liu
Mu
5 p vin
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
Chuyn thc tp
Lim
c im ca khch hng, bng cu hi c thit k gm 26 bin quan st cho
thang o SERVPERF v 4 bin quan st cho thang o S hi lng, c th hin
trn thang im Li-kert t im 1(hon ton khng ng ) n im 5 (hon ton
ng ). Vi cch thit k bng cu hi nh vy, khch hng s cho bit cm nhn
v cht lng dch v vin thng di ng bng cch khoanh trn vo con s thch
hp. Bng cch ny s gip lng ha c kin ca ngi c iu tra v s
dng im s Li-kert kim nh thng k v phn tch s liu a bin.
i tng gi bng cu hi thu thp thng tin l cc khch hng s dng
dch v vin thng di ng ca ba nh cung cp dch v chnh trn th trng vin
thng nc ta l Vinaphone, Mobifone, v Viettel. L do ca vic la chn cc
khch hng ny lm i tng phng vn l do c ba nh cung cp dch v ni trn
u s dng tng t cng mt loi cng ngh GSM, cc sn phm dch v hng
ti khch hng ca h kh ging nhau nhiu im; v cui cng th y l ba nh
cung cp dch v vin thng di ng nm phn ln th phn trn hu ht mi a
phng nc ta.
Ton b d liu hi p s c x l vi s h tr ca phn mm SPSS
15.0. Khi u d liu s c m ha, lm sch, sau c phn tch vi cc
phn chnh: nh gi tin cy (qua h s tin cy Cronbach Alpha) v gi tr
(factor loading) bng phn tch nhn t khm ph EFA (Exploratory Factor
Analysis); kim nh m hnh l thuyt (hi qui a bin, kim nh s ph hp,
kim nh cc gi thuyt). C th nh sau:
Cc thang o c nh gi tin cy qua h s tin cy Cronbach Alpha.
Qua cc bin quan st c tng quan bin tng (<0.3) b loi v thang o c
chp nhn khi h s Cronbach Alpha t yu cu (>0.6).
Phn tch nhn t EFA c dng kim nh gi tr khi nim thang o.
Cc bin quan st c chp nhn khi Factor loading ln nht (>0.5) v thang o
c chp nhn khi phng sai trch (>50%).
Kim nh m hnh l thuyt:
Chuyn thc tp
Lim
M hnh l thuyt vi cc gi thuyt t H1 n H5 c kim nh bng
phng php hi qui a bin vi mc ngha = 0.05.
Kim nh s khc bit s nh gi cht lng dch v theo bin nhn khu
hc bng phn tch ANOVA v T-test vi mc ngha = 0.05
3.2 Thang o
Trong giai on nghin cu s b, nm thnh phn ca SERVPERF c o
lng vi 23 bin quan st sau:
Thang o SERVPERF d tho:
Phng tin
hu hnh
Tin cy
1
2
3
4
5
6
7
8
9
10
11
12
13
p ng
14
Nng lc
phc v
15
16
17
18
19
Nhiu i l phn phi

Khung cnh khng trang, sch s
Nhn vin c trang phc lch s
Trang web hp dn v hnh thc
Thc hin ng tt c cc cam kt i vi khch hng
Mng di ng m anh(ch) ang s dng th hin s ng cp
y l mng di ng rt c uy tn
Thng tin n khch hng mt cch chnh xc
Thng tin n khch hng mt cch kp thi
Mng di ng ny tnh cc mt cch chnh xc
Mng di ng ny c cht lng m thoi tt nht (m
thanh nghe r v thc)
Mng di ng m anh(ch) ang s dng m bo b mt cho
nhng thng tin mang tnh ring t ca bn (Thng tin cuc
gi, thng tin c nhn)
Nhn vin gii quyt yu cu ca khch hng ng hn
Nhn vin gii quyt khiu ni, phn hi n khch hng mt
cch nhanh chng
Mng di ng ny d dng ng k v s dng.
Cung cp s khc bit trong cc loi hnh dch v
Mng di ng ny c bao ph rng
Mng di ng ny c sng mnh (t khi gp tnh trng rt
sng hay nghn mng)
Nhn vin chm sc khch hng cho bn s tin tng
Chuyn thc tp
Lim
20
21
Cm thng
22
23
Nhn vin c phong cch lch s khi lm vic

Nhn vin ca mng di ng ny c k nng giao tip tt,
lch s, nh nhn v chim c tnh cm khch hng
Nhn vin lun tn tm gip bn khi bn gp s c.
Cng ty lun tm hiu nhu cu ca khch hng
Sau khi tin hnh nghin cu s b th nhng kin ca cc p vin v cht

lng dch v c s khc nhau nhng khng ng k. Tuy trong phng php nh
x, cc yu t v cht lng dch v c ghi nhn nhng cha th ni l y
v chnh xc trong cu ch. Th nhng l c s c hnh thnh thang o, cc yu
t c thng qua thy hng dn v test th hon thin thang o mt cch chnh
xc vi 26 bin quan st.
Thang o SERVPERF c hiu chnh:
Phng tin hu
hnh
(Tangibles)
Tin cy
(Reliability)
Tan.1
Tan.2
Tan.3
Tan.4
5
6
Tan.5
Tan.6
Rel.1
8
9
10
Rel.2
Rel.3
Rel.4
11
Rel.5
12
Rel.6
13
Rel.7
C nhiu im h tr khch hng

Khung cnh khu vc chm sc khch hng
khng trang
S thu ht v c s vt cht ca nh cung cp
(phm vi ph sng rng, sng mnh)
Nh cung cp dch v c my mc thit b tn
tin
Trang web hp dn
Mng di ng m anh(ch) ang s dng thc
hin ng tt c cc cam kt i vi khch
hng
Thng tin n khch hng mt cch chnh xc
Thng tin n khch hng mt cch kp thi
Tc chuyn tin nhn nhanh v chnh xc
Mng di ng ny c cht lng m thoi tt
(m thanh nghe r v thc)
Mng di ng ny m bo b mt cho nhng
thng tin mang tnh ring t ca anh(ch)
(Thng tin cuc gi, thng tin c nhn)
Cung cp dch v ng thi gian nh ha
Chuyn thc tp
Lim
p ng
(Responsiveness
)
Nng lc phc
v
(Assurance)
Cm thng
(Empathy)
14
15
Res.1
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
Emp.2
25
Emp.3
26
Emp.4
Th tc ha mng d dng, n gin

Cung cp nhiu loi hnh dch v gia tng
Cung cp s khc bit trong cc loi hnh dch
v
S thun tin khi s dng cc loi hnh dch v
gia tng
D dng gi vo tng i gii p
Nhn vin chm sc khch hng gii quyt
khiu ni, phn hi n khch hng mt cch
nhanh chng
Nhn vin chm sc khch hng cho anh(ch)
s tin tng
Nhn vin chm sc khch hng c k nng
giao tip tt, kin thc chuyn mn vng vng
Nhn vin chm sc khch hng lch s, nh
nhn, thn thin v chim c tnh cm
khch hng
Nhn vin lun tn tm gip anh(ch)
khi anh(ch) gp s c.
Nh cung cp dch v b tr thi gian tip xc
trc tip vi khch hng
Nhn vin chm sc khch hng quan tm n
s thch ca tng khch hng
Nhn vin chm sc khch hng lun bit v
tm hiu nhu cu ca khch hng
3.3 Mu v thng tin mu:
Loi hnh
thu bao
Thu bao tr
trc
Thu bao tr
sau
Cng
Gii tnh
Nam
N
Vinaphone
n
%
Mobifone
n
%
Viettel
n
%
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
42
40
60
37
39
48.7
51.3
29
42
40.8
59.2
94
123
43.3
56.7
Cng
N
%
Chuyn thc tp
Lim
Cng
Thi gian
s dng
Di 6 thng
T 612 thng
Trn 12 thng
Cng
Trnh
hoac vn
Cng
Khng i hc
chnh thc
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
70
6
6
58
70
100
8.6
8.6
82.9
100
76
10
15
51
76
100
13.2
19.7
67.1
100
71
21
18
32
71
100
29.6
25.4
45.1
100
217
37
39
141
217
100
17.1
18
65
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
Bng 3: Thng tin mu

Cuc kho st c thc hin ti khu vc Thnh ph Nng, sau khi pht
hnh 300 mu, kt qu thu uc 217 mu hp l.
CHNG 4
KT QU NGHIN CU
Chuyn thc tp
Lim
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
Bng 4.1: tin cy Cronbach Alpha - S hi lng (4 bin)

Kt qu thng k bng trn ta thy thang o s hi lng vi 4 bin c h s
Cronbach Alpha l 0.799, cc bin s hi lng khng c bin no vt 0.799. Do
khng c bin no b loi, thang o s hi lng c chp nhn.
4.1.1.2 Phn tch nhn t:

Thnh t
Sat-1
0.841
Sat-2
0.818
Chuyn thc tp
Lim
Sat-3
0.780
Sat-4
0.759
Eigenvalue
2.562
Phng sai trch

(%)
64.048
Bng 4.2: Phn tch nhn t - S hi lng (Sta)

Kt qu phn tch cho thy vi 4 bin ca s hi lng ch trch c 1 nhn t
Eigenvalue 2.562 tha mn iu kin Kaiser (>1), phng sai trch 64.048%
(>50%) v cc trng s cch bit nhau khng nhiu. Do thang o s hi lng
(Sat) c chp nhn.
4.1.2 Thang o SERVPERF
Theo l thuyt, thang o SERVPERF l a hng vi 5 thnh phn nh
trnh by phn c s l thuyt. Phn ny ta s kim nh thang o ny tng t
nh phn kim nh thang o S hi lng.
4.1.2.1 tin cy
nh gi tin cy cho tng thnh phn bng Cronbach Alpha, cc bin
tng quan c bin tng <0.3 c xem l bin rc v b loi. Thang o c chp
nhn khi h s Cronbach Alpha 0.6
Cronbachs Alpha
N
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
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
Bng 4.3(a): tin cy Cronbach Alpha - Phng tin hu hnh
Chuyn thc tp
Lim
Cronbachs Alpha
N
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
Bng 4.3(b): tin cy Cronbach Alpha - Tin cy

Cronbachs Alpha
N
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
Bng 4.3(c): tin cy Cronbach Alpha - p ng
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
Chuyn thc tp
Lim
Ass-3
7.20
0.620
0.671
Bng 4.3(d): tin cy Cronbach Alpha - Nng lc phc v

Cronbachs Alpha
N
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
Bng 4.3(e): tin cy Cronbach Alpha - Cm thng

Qua bng 4.3 ta thy c tt c 3 bin quan st thang o Phng tin hu
hnh (Tan), p ng (Res) v Cm thng (Emp) b loi v c h s Cronbach Alpha
cao hn h s Cronbach Alpha ca thang o tng ng vi bin quan st : Tan-6
(0.808>0.767), Res-8 (0.789>0.780), Emp-3 (0.699>0.627).
Sau khi loi bin, h s Cronbach Alpha ca thang o Tan, Res, Emp c
xc nh li nh sau
Cronbachs Alpha
N
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
Tan-3
15.02
0.571
0.778
Tan-4
14.98
0.691
0.744
Tan-5
14.96
0.551
0.784
Bng 4.4(a): tin cy Cronbach Alpha - Phng tin hu hnh

Cronbachs Alpha
N
0.773
5
Chuyn thc tp
Lim
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
Bng 4.4(c): tin cy Cronbach Alpha - p ng

Cronbachs Alpha
N
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
Bng 4.4(e): tin cy Cronbach Alpha - Cm thng

Sau khi loi bin, tin cy c xc nh li v tha mn y cc yu
cu, khng c bin no b loi thm.
4.1.2.2 Phn tch nhn t

Sau khi loi bin, cc bin ca 5 thnh t c a vo phn tch nhn t (vi
phng php trch: Principal Component Analysis; phng php xoay: Varimax
with Kaiser Normalization). K thut phn tch nhn t (factor analysis) c s
dng trong nghin cu ny nhm rt gn v gom cc yu t bin quan st li
thnh mt nhn t c ngha hn, t hn v s lng s dng trong phn tch hi
quy tip theo. Ta c bng phn tch sau khi xoay nh sau
Thnh t
1
Tan-1
3
0.681
Chuyn thc tp
Lim
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
Qua bng 4.5 ta thy vi mi bin quan st ti mi dng hin th mt Factor

loading ln nht. Tiu chun i vi mt Factor loading ln nht l 0.5
Nh vy, c tt c 4 nhn t c trch Eigenvalue thp nht l 1.177, tha
mn iu kin Kaiser (>1), vi tng phng sai trch l 56.853% (>50%), cc bin
c trng s (factor loading) t phn bit yu cu v c nhn t thuc v thp
nht l 0.519
4 nhn t c t tn, nh ngha v k hiu nh sau:
Chuyn thc tp
Lim
Thnh
Tn
phn

nh ngha
K
hiu
Cc bin
Nhn vin
K nng giao tip; nh

nhn, thn thin, tn tm
vi khch hng
Sta
Ass-1, Ass-2, Ass-3

Emp-1, Emp-2, Emp-4
Tin cy
Kh nng thc hin

chnh xc v kp thi vi
nhng g cam kt vi
khch hng
Rel
Rel-1, Rel-2, Rel-3,

Rel-4, Rel-5, Rel-6,
Rel-7
Phng tin
hu hnh
C s vt cht th hin
ra bn ngoi
Tan
Tan-1 Tan-2 Tan-3

Tan-4 Tan-5
Dch v gia
tng v s
thun tin
Cc loi dch v gia tng

v s tun tin khi s
dng dch v ca nh
cung cp
Ser
Res-1, Res-2, Res-3,

Res-4, Res-5
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
Ass-1
Mng di ng m anh(ch) ang s

dng cho anh(ch) s tin tng
18.42
0.561
0.829
Ass-2
Nhn vin chm sc khch hng c

k nng giao tip tt, kin thc
chuyn mn vng vng
18.31
0.704
0.801
Ass-3
Nhn vin chm sc khch hng lch

s, nh nhn, thn thin v chim
c tnh cm khch hng
18.15
0.691
0.804
Emp-1
Nhn vin lun tn tm gip

anh(ch) khi anh(ch) gp s c.
18.30
0.645
0.813
Emp-2
Nh cung cp dch v b tr thi gian

tip xc trc tip vi khch hng
18.43
0.596
0.822
18.23
0.546
0.833
Nhn vin chm sc khch hng

Emp-4 lun bit v tm hiu nhu cu ca
khch hng
Trung
Tng
Cronbach
bnh thang
quan bin Alpha nu
o nu
tng
loi bin
loi bin
Chuyn thc tp
Lim
Bng 4.7(a): tin cy Cronbach Alpha - Nhn vin
Rel
Tin cy
Cronbachs Alpha
N bin
0.830
7
Trung
Tng
Cronbach
bnh thang
quan bin Alpha nu
o nu
tng
loi bin
loi bin
Rel-1

dng thc hin ng tt c cc cam
kt i vi khch hng
21.86
0.587
0.806
Rel-2
Thng tin n khch hng mt cch

chnh xc
21.78
0.583
0.806
Rel-3

kp thi
21.82
0.624
0.799
Rel-4
Tc chuyn tin nhn nhanh v

chnh xc
21.93
0.556
0.810
Rel-5
Mng di ng ny c cht lng

m thoi tt (m thanh nghe r v
thc)
21.90
0.531
0.814
Rel-6
Nhn vin chc sc khch hng m

bo b mt cho nhng thng tin
mang tnh ring t ca anh(ch)
(Thng tin cuc gi, thng tin c
nhn)
21.61
0.533
0.814
Rel-7
Cung cp dch v ng thi gian nh

ha
21.89
0.622
0.800
Bng 4.7(b): tin cy Cronbach Alpha - Tin cy

Tan
Phng tin hu hnh
Cronbachs Alpha
N bin
0.808
5
Trung
Tng
Cronbach
bnh thang
quan bin Alpha nu
o nu
tng
loi bin
loi bin
Tan-1
14.75
0.539
0.796
Tan-2
Khung cnh khu vc chm sc

khch hng khng trang
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
Chuyn thc tp
Lim
Tan-5 Nhn vin c trang phc lch s
14.96
0.551
0.784
Bng 4.7(c): tin cy Cronbach Alpha - Phng tin hu hnh

Ser
Dch v gia tng v s thun tin
Cronbachs Alpha
N bin
0.773
5
Trung
Tng
Cronbach
bnh thang
quan bin Alpha nu
o nu
tng
loi bin
loi bin
Res-1
Th tc ha mng d dng, n gin
13.89
0.565
0.725
Res-2
Cung cp nhiu loi hnh dch v gia

tng
13.94
0.530
0.736
Res-3
Cung cp s khc bit trong cc loi

hnh dch v
14.25
0.587
0.717
Res-4
S thun tin khi s dng cc loi

hnh dch v gia tng
13.87
0.578
0.724
Res-5
D dng gi vo tng i gii p
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.
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
Chuyn thc tp
Lim
Nhn vin
(Sta)
Tin cy
(Rel)
S hi lng
(Sat)
Phng tin
hu hnh
(Tan)
Dch v gia
tng v s
thun tin (Ser)
Hnh 9: M hnh nghin cu hiu chnh

M hnh s c dng kim nh hai nhm gi thuyt
Nhm gi thuyt v mi quan h gia cc thnh phn cht lng cm
nhn ca dch v nh hng n s hi lng ca khch hng.

H1: Nhn vin quan h dng vi S hi lng.
H2: Tin cy quan h dng vi S hi lng, ngha l tin cy cng cao th s hi
lng v cht lng cng ln v ngc li.
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.
Chuyn thc tp
Lim
Nhm gi thuyt v s khc bit v nh gi cht lng dch v v s hi
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
Kt qu phn tch tng quan nh sau vi h s Pearson v kim nh 2 pha

Sta
Sta
Rel
0.599(**)
Rel
1
Tan
Res
Sat
Chuyn thc tp
Lim
Tan
0.520(**)
0.560(**)
Res
0.666(**)
0.572(**)
0.494(**)
Sat
0.502(**)
0.391(**)
0.399(**)
0.485(**)
** tng quan t mc ngha 0.01

Bng 4.8: Ma trn tng quan: Sat Sta, Rel, Tan, Ser
Ma trn tng quan th hin S hi lng c tng quan cht vi 4 thnh phn
ca SERVPERF v 4 thnh phn ny cng c mi tng quan cht vi nhau. Nh
vy 4 thnh phn c xem l bin c lp trong cc m hnh hi qui tip theo.
Do s tng quan cht ca chnh cc thnh phn ny, kim nh a cng
tuyn c ch
H s cha chun
ha
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
Bng 4.9: Hi qui a bin: Sat = f(Sta, Rel, Tan, Ser)
Model
H s cha chun ha
B
lch
tiu chun
H s
chun ha
Beta
Sig.
VIF
Chuyn thc tp
Lim
(Constant)
0.794
0.294
2.697
0.008
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
Bng 4.10: Hi qui a bin: Sat = f(Sta, Tan, Ser)

Kt qu hi qui (bng 4.9 v bng 4.10) ta thy ch c 3 bin c lp t mc
ngha 0.05 l Sta(0.390), Ser(0.263), Tan(0.168)
Cc kim nh khc (qua cc biu ) cho thy cc gi thit cho hi qui
khng b vi phm. Hin tng a cng tuyn khng nh hng nhiu n kt qu
gii thch vi VIF t 1.448 n 1.967
Vy m hnh hi qui bi sau y c trng cho m hnh l thuyt ph hp
vi d liu th trng
S hi lng = 0.329*Sta + 0.263*Ser + 0.168*Tan
4.4 Kim nh cc gi thuyt
4.4.1 Gi thuyt v mi quan h gia cc thnh phn cht lng cm nhn
ca dch v nh hng n s hi lng
H1: Nhn vin quan h dng vi s hi lng.
H2: Tin cy quan h dng vi s hi lng, ngha l tin cy cng cao th
s hi lng v cht lng cng ln v ngc li.
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.
Theo kt qu hi qui bng 4.9, bng 4.10, R2 > 0 (xem ph lc) c th kt
lun rng S hi lng chu tc ng dng bi cc thnh phn Nhn vin (Sta), Dch
v gia tng v s thun tin (Ser), v cui cng l Phng tin hu hnh (Tan).
Ngha l Nhn vin, Dch v gia tng v s thun tin, Phng tin hu hnh c
Chuyn thc tp
Lim
khch hng nh gi cng cao th khch hng cng hi lng. Nh vy, cc gi thuyt
H1, H3, H4, c chp nhn; gi thuyt H2, b bc b.
4.4.2 Gi thuyt v s khc bit v nh gi cht lng dch v v s hi
H5: C s khc bit v nh gi cht lng dch v theo loi mng s dng
H6: C s khc bit v nh gi cht lng dch v theo thi gian s dng
H7: C s khc bit v nh gi cht lng dch v theo gii tnh
H8: C s khc bit v nh gi cht lng dch v theo trnh hc vn
kim nh gi thuyt ny, phn tch ANOVA v T-test vi mc ngha
=0.05. Mi gi thuyt Hi (i=5,6,7,8) s c 4 gi thuyt con Hi.1, Hi.2, Hi.3, Hi.4,
Hi.5 ng vi 4 thnh phn ca cht lng dch v.
Vi gi thuyt H5 (C s khc bit v nh gi cht lng dch v theo
loi mng s dng) ta c 5 gi thuyt con nh sau:

H5.1 C s khc bit v nh gi Nhn vin theo loi mng s dng
H5.2 C s khc bit v nh gi tin cy theo loi mng s dng
H5.3 C s khc bit v nh gi Phng tin hu hnh theo loi mng s
dng
H5.4 C s khc bit v nh gi Dch v gia tng v s thun tin theo loi
mng s dng
Levene Statistic
df1
df2
Sig.
Sta
0.150
214
0.861
Rel
0.776
214
0.461
Tan
0.073
214
0.930
Chuyn thc tp
Lim
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
df
Trung bnh
ca bnh
phng
Sig.
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
Tng bnh
phng
Between Groups
Bng 4.11(b): ANOVA (gi thuyt H5)

Qua bng ANOVA (bng 4.11(b)) ta thy F(Sta)=0.337; F(Rel)=1.685;
F(Tan)=0.066; F(Ser)=0.157 v p-value ca tng thnh t tng ng l 0.714;
0.188; 0.936; 0.597 u >0.05. Do cha c c s bc b H0 hay chp nhn H1
Gi thuyt H6 (C s khc bit v nh gi cht lng dch v theo
thi gian s dng)

H6.1 C s khc bit v nh gi Nhn vin theo thi gian s dng.
H6.2 C s khc bit v nh gi tin cy theo thi gian s dng.
H6.3 C s khc bit v nh gi Phng tin hu hnh theo thi gian s
dng.
Chuyn thc tp
Lim
H6.4 C s khc bit v nh gi Dch v gia tng v s thun tin theo thi
gian s dng.
Kt qu phn tch nh sau
Levene Statistic
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
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
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Tng bnh
phng
df
2.724
46.464
49.188
1.316
47.459
48.775
1.288
49.930
51.218
2.641
53.129
55.770
2
214
216
2
214
216
2
214
216
2
214
216
Trung bnh ca
bnh phng
Sig.
1.362
0.217
6.273
0.002
0.658
0.222
3.967
0.050
0.644
0.233
2.759
0.066
1.320
0.248
5.318
0.006

Qua bng ANOVA, ta c p-value(Sta) = 0.002<0.05, p-value(Rel) = 0.050,
p-value(Tan) = 0.006<0.05 => bc b H0 hay chp nhn H1 tc l c s khc bit
nh gi Nhn vin, Tin cy, Dch v gia tng v s thun tin theo thi gian s
dng.
Chuyn thc tp
Lim
Vi gi thuyt H6.3, p-value(Tan) = 0.066>0.05 => chp nhn H0 bc b H1
tc l khng c s khc bit nh gi v Phng tin hu hnh theo thi gian s
dng.
Vy cc gi thuyt H6.1, H6.2, H6.4 c chp nhn; gi thuyt H6.3 b bc
b.
gii tnh ) cng tng t nh gi thuyt H6 s c 5 gi thuyt con. Nhng vi gi

thuyt ny ta kim so snh gia bin nh lng vi bin nh danh (2 gi tr), do
dng T-test kim nh.
H7.1 C s khc bit v nh gi Nhn vin theo gii tnh.
H7.2 C s khc bit v nh gi Tin cy theo gii tnh.
H7.3 C s khc bit v nh gi Phng tin hu hnh theo gii tnh.
H7.4 C s khc bit v nh gi Dch v gia tng v s thun tin theo gii
tnh.
Kt qu phn tch nh sau
Levene's Test
Sta
Equal
variances
assumed
Rel
Equal
variances
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
2.255
0.025
0.14545
0.06449
0.031
0.14545
0.06669
Equal
variances
not
assumed
Equal
variances
assumed
T-test
2.593
0.109
215
2.181 170.577
Chuyn thc tp
Lim
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
0.091
215
0.928
0.00609
0.06686
0.090 186.129
0.929
0.00609
0.06801
0.496
0.620
0.03460
0.06973
0.626
0.03460
0.07096
215
0.488 185.683
Bng 4.13: Kim nh T-test mu c lp (gi thuyt H7)

T bng phn tch 4.13 ta c Sig. trong kim nh phng sai ca tt c cc
thnh t u >0.05. Do ta dng kt qu kim nh dng th 1 ca mi thnh t.
- i vi gi thuyt H6.1: ta c t=2.075, p-value = 0.039<0.05 => bc b H 0,
chp nhn H1 ngha l c s khc bit v nh gi Nhn vin theo gii tnh.
- Gi thuyt H6.2: ta c t=2.255, p-value = 0.025<0.05 => bc b H0, chp
nhn H1 ngha l c s khc bit v nh gi tin cy theo gii tnh.
- Gi thuyt H6.3: ta c t=0.091, p-value = 0.928>0.05 => chp nhn H0, bc
b H1 c ngha l khng c s khc bit v nh gi Phng tin hu hnh theo gii
tnh.
- Gi thuyt H6.4: ta c t=0.496, p-value = 0.620>0.05 => chp nhn H0, bc
b H1 c ngha l khng c s khc bit v nh gi Dch v gia tng v s thun
tin theo gii tnh.
Nh vy, cc gi thuyt H6.1, H6.2 c chp nhn v H6.3, H6.4 b bc b.
trnh hc vn)
Chuyn thc tp
Lim
H8.1 C s khc bit v nh gi Nhn vin theo trnh hc vn
H8.2 C s khc bit v nh gi Tin cy theo trnh hc vn
H8.3 C s khc bit v nh gi Phng tin hu hnh theo trnh hc
vn
H8.4 C s khc bit v nh gi Dch v gia tng v s thun tin theo
trnh hc vn
Levene Statistic
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
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

p-value (Rel) = 0.464>0.05, p-value (Ser) = 0.324>0.05 nn khng c s bc
b H0, hay chp nhn H1.
Nh vy khng th kim nh c gi thuyt H8, tc l khng nh gi
c c s khc bit v nh gi cht lng dch v theo trnh hc vn hay
khng.
Chuyn thc tp
Lim
4.4.3 Cc gi thuyt v s khc bit s hi lng theo cc bin phn loi
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.
Vi gi thuyt H11
Levene Statistic
df1
df2
Sig.
2.224
214
0.111
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
Tng bnh
phng
df
Trung bnh
ca bnh
phng
Sig.
Between Groups
0.096
0.048
0.143
0.867
Within Groups
71.396
214
0.334
Total
71.492
216

Ta c F=0.143, p-value = 0.867>0.05 nn cha c c s bc b H0 hay
chp nhn H1.
Vi gi thuyt H12
Levene Statistic
df1
df2
Sig.
0.738
214
0.479
Chuyn thc tp
Lim
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

Ta c F=7.868, p-value = 0.001<0.05 => bc b H0, chp nhn H1. Ngha l
c s khc bit v s hi lng theo thi gian s dng.
Vi gi thuyt H13
Levene's Test
Equal
Sat variances
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
Equal
variances
not
assumed
Bng 4.17: Bng T-test
V Sig. = 0.335>0.05 nn ta s kim nh dng th nht

Ta c t=1.120, p-value = 0.264>0.05 => chp nhn H0 v bc b H1 ngha l
khng c s khc bit v s hi lng theo gii tnh.
Vi gi thuyt H14
Chuyn thc tp
Lim
Levene Statistic
df1
df2
Sig.
2.114
212
0.080
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

Ta c F=978. p-value = 0.099 nn cha c c s bc b H0 hay chp nhn
H1 ngha l cha bit c c s khc bit v s hi lng theo trnh hc vn hay
khng.
Nh vy, cc gi thuyt H12 c chp nhn, gi thuyt H13 b bc b, cong
gi thuyt H11 v H14 cha th xc nh c, tc l cha bit c c hay khng
s khc bit s hi lng theo loi mng s dng v trnh hc vn.
Tm li, qua kt qua nghin cu trn, vi vic kim nh thang o bng
tin cy Cronbach Alpha v phn tch nhn t, thang o S hi lng c chp nhn
vi 4 bin quan st. Thang o SERVPERF t 26 bin quan st ban u gim cn 23
bin v 23 bin ny c chp nhn sau khi phn tch nhn t. Nm thnh phn
nguyn thy ca SERVPERF th hin c trng ring ca trn gi dch v l
Phng tin hu hnh (Tan), Tin cy (Rel), p ng (Res), Nng lc phc v (Ass),
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
Chuyn thc tp
Lim
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.
CHNG 5
NGHA V KT LUN
Chuyn thc tp
Lim
5.1 Kt qu chnh v ng gp ca nghin cu
5.1.1 V thang o SERVPERF
Thang o SERVPERF l bin th ca SERVQUAL, l thang o a hng vi
5 thnh phn: Phng tin hu hnh, Tin cy, p ng, Nng lc phc v v cm
thng. Cc thnh phn ny c trng cho tng thuc tnh ca cht lng dch v nh l mt th thng nht. Phng tin hu hnh th hin bn ngoi ca c s vt
cht, thit b, nhn vin v vt liu, cng c thng tin. Tin cy nh l kh nng thc
hin dch v ph hp v chnh xc vi nhng g cam kt, ha hn. p ng c
coi l mc mong mun v sn sng phc v khch hng mt cch kp thi. Nng
lc phc v l kin thc, chuyn mn v phong cch lch lm ca nhn vin phc
v; kh nng lm cho khch hng tin tng. Cm thng th hin s n cn, quan tm
n tng c nhn khch hng.
Qua qu trnh nghin cu s b, da vo nhng nghin cu trc v cht
lng dch v ca nhiu tc gi khc nhau, tho lun nhm v nhng kin ng
gp ca cc chuyn gia thang o c hnh thnh vi 26 bin quan st c hnh
thnh v c a vo bng cu hi. Sau khi nh gi tin cy thang o (bng
phng php Cronbach Alpha) nghin cu chnh thc, 23 bin quan st c gi
li.
Qua phn tch nhn t, SERVPERF vn a hng nhng c s thay i, t 5
thnh phn nguyn thy ban u gim cn 4 thnh phn (Nhn vin, Tin cy,
Phng tin hu hnh, Dch vu gia tng v s thun tin) t tin cy v phn bit.
tin cy Cronbach Alpha kh cao >0.7, phn tch nhn t cho phng sai trch l
56.853%. Cc thnh phn ny c khm ph v c c trng cho cht lng
dch v vin thng di ng. Nhn vin th hin k nng giao tip, kin thc chuyn
mn, s cm thng vi khch hng v to cho khch hng s tin tng. Tin cy th
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
Chuyn thc tp
Lim
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
khch hng mi s dng th h cha c thi gian a ra nhn xt mt cch
Chuyn thc tp
Lim
chnh xc. (3) vi nh cung cp dch v, do cng ngh ngy cng pht trin v tnh
cnh tranh trn th trng, nn cng v sau cht lng dch v cng nng cao.
5.1.3 S hi lng ca khch hng. Cc yu t cht lng dch v nh hng
n S hi lng.
Mc hi lng ca khch hng i vi cht lng dch v vin thng di
ng cha cao, mc hi lng (3.55) cao hn mc trung bnh (3.0). Trong ch
s hi lng ca Mobifone l 3.58, Vinaphone l 3.54, Viettel l 3.53. Kt qu ny
cho thy khng c s chnh lch ng k gia cc mng.
Qua kt qu nghin cu cho thy, S hi lng chu tc ng ca cc yu t
Nhn vin, Phng tin hu hnh, Dch v gia tng v s thun tin. Trong , Nhn
vin l yu t tc ng ln nht, tip n l Dch v gia tng v s thun tin v cui
cng l Phng tin hu hnh.
iu ny c th gii thch rng Nhn vin l i tng tip xc nhiu nht
vi khch hng, lun l nhng ngi gii p cc thc mc v gii quyt khiu ni
khch hng. Qua thang o, khch hng nhn nhn Nhn vin t nhiu kha cnh,
l k nng giao tip, kin thc chuyn mn, thi phc v, s quan tm n khch
hng. Vic nng cao kin thc v thi , tc phong lm vic, o c ngh nghip
cho nhn vin l rt cn thit. i vi yu t Dch v gia tng v s thun tin, s
tc ng ca yu t ny n s hi lng cng l hp l, nu nh em li s thun
tin cho khch hng cng ln th s tit kim c nhiu chi ph (thi gian), do
khch hng hi lng dch v m h s dng. i vi phng tin hu hnh, y l
yu t thuc v c s vt cht th hin ra hnh thc bn ngoi, khch hng c th
nhn thy mt cch trc quan. Nghin cu ny ch khng nh li nhng nhng li
ch v hn ch tng tn ti m chnh nhng nh cung cp bit v tha nhn t
lu. Do , n c tc ng n s hi lng nhng khng ln.
5.2 Hm i vi nh qun tr dch v
Kt qu nghin cu cho thy, tng cng s hi lng ca khch hng cn
phi nng cao cht lng dch v. Mt l, quan tm, ch trng mnh n nhn vin
Chuyn thc tp
Lim
chm sc khch hng. Cc nh cung cp dch v cn c nhng chnh sch o to,
nng cao nghip v cho nhn vin, ng thi nh thc c nhn thc ca nhn
vin v thi lm vic v o c ngh nghip.
Hai l, cung cp thm cc dch v gia tng tin ch ph v khch hng. Tuy
nhin, bn cnh vic cung cp cc dch v gia tng cn phi c nhng chnh sch
marketing khch hng bit v hiu hn nhng dch v mnh cung cp.
Ba l, u t nng cp c s h tng, trang thit b h tr. Gia tng cc im
chm sc khch hng ( a im tnh cc, ng k s dng dch v, bn sim,
card). Vng ph sng cho cc khch hng cn phi rng v to iu kin khch
hng c th chuyn mng cuc gi nhng vng kh tip sng.
Bn l, tnh chuyn nghip trong ton b cng ty c lin quan n dch v
chm sc khch hng.
5.3 Hn ch ca nghin cu v nhng hng nghin cu tip theo
Bi nghin cu ny k tha nhng nghin cu c, do khng trnh
khi nhng hn ch.
Th nht, mu qu nh v ch kho st khch hng s dng dch v ca ba
nh cung cp: Vinaphone, Mobifone, Viettel trn a bn Thnh ph Nng nn
c th lm cho tnh i din ca kt qu khng cao.
Th hai, kt qu nghin cu ch dng li vic o lng, khm ph ra nhng
thnh phn cht lng dch v nh hng n s hi lng v mi quan h gia
chng. Do vy, y ch l mt trong nhng ngun thng tin h tr ra quyt nh.
Ngoi ra, cc l gi phn trn ch l gi thuyt, gi cho nghin cu tip theo.
PH LC
Ph lc A: TI LIU THAM KHO
Chuyn thc tp
Lim
[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]
Edward Burch, Hudson P. Rogers, James Underwood (2004). Exploring

servperf: an empirical investigation of the importance-performance, service
quality relationship in the uniformrental industry
[8]
Fogarty, Catts, Forlin (2000). Measuring Service Quality with SERVPERF,

Journal of Outcome Measurement.
[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
[11] Phm Quang Thi (2007). nh gi cht lng dch v Ngn hng ng .
ti nghin cu
Chuyn thc tp
Lim
[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.
Ph lc B: BNG CU HI
Chuyn thc tp
Lim
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)
Vinaphone
(tip tc)
Mobifone
(tip tc)
Viettel
(tip tc)
Khc
(xin dng)
C3. Loi hnh thu bao m anh(ch) ang s dng?
1. Thu bao tr trc
2. Thu bao tr sau
1.
2.
3.
4.
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
C5. Anh(ch) s dng in thoi vi mc ch ch yu l g? (ch chn 1)
Chuyn thc tp
Lim
1. Nhu cu cng vic
2. Nhu cu c nhn
3. C 1 v 2
4. Khc (vui lng ghi r)
C6. Vui lng co bit anh(ch) s dng nhng dch v no sau y? (c th
chn nhiu p n)
1. Dch v gi v nghe
2. Dch v nhn tin ngn SMS, nhn tin a phng tin MMS.
3. Dch v nhn v truyn d liu Data, Fax, Wap, GPRS, Internet.
4. Dch v roaming quc t.
5. Dch v ti nh, game, nhc, truy vn thng tin (chng khon, thi s, t
vn tnh cm.).
6. Dch v khc (vui lng ghi r
C7. Trung bnh mi thng anh(ch) tr bao nhiu tin cc s dng in thoi?
1.
2.
3.
4.
5.
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
C8.1
C8.2
C8.3
C8.4
C8.5
Nhn nh
Mc danh ting
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
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
PHN 3: CC YU T CHT LNG DCH V

Vui lng cho bit kin ca anh(ch) sau khi s dng mng di ng m
anh(ch) chn bng cch khoanh trn vo con s bng di y
Hon Khng Khng ng Hon
Chuyn thc tp
Lim
Mc
Yu t
C9.1
C9.2
C9.3
C9.4
ng
c
kin
ton
ng
C9.5
C9.6
Trang web hp dn
C9.7
C9.8
C9.9
C9.10
C9.11
C9.12
C9.13
C9.14

Khung cnh khu vc chm sc
khch hng khng trang
S thu ht v c s vt cht ca nh
cung cp (phm vi ph song rng,
song mnh)
Nh cung cp dch v c my mc
thit b tn tin
ton
khn
g
ng

dng thc hin ng tt c cc cam
kt i vi khch hng
chnh xc
kp thi
Tc chuyn tin nhn nhanh v
chnh xc
Mng di ng ny c cht lng
m thoi tt (m thanh nghe r v
thc)
Nhn vin chc sc khch hng
m bo b mt cho nhng thng
tin mang tnh ring t ca anh(ch)
(Thng tin cuc gi, thng tin c
nhn)
Cung cp dch v ng thi gian
nh ha
Th tc ha mng d dng, n
gin
Chuyn thc tp
Lim
Cung cp nhiu loi hnh dch v
C9.15
gia tng
Cung cp s khc bit trong cc
C9.16
loi hnh dch v
S thun tin khi s dng cc loi
C9.17
hnh dch v gia tng
C9.18 D dng gi vo tng i gii p

C9.19 gii quyt khiu ni, phn hi n
khch hng mt cch nhanh chng

cho anh(ch) s tin tng
Nhn vin chm sc khch hng c
C9.21 k nng giao tip tt, kin thc
chuyn mn vng vng
C9.22 lch s, nh nhn, thn thin v
chim c tnh cm khch hng
C9.20
Nhn vin lun tn tm gip

anh(ch) khi anh(ch) gp s c.
Nh cung cp dch v b tr thi
C9.24 gian tip xc trc tip vi khch
hng
C9.25 quan tm n s thch ca tng
khch hng
C9.26 lun bit v tm hiu nhu cu ca
khch hng
C9.23
Anh(ch) hi lng v cht lng

C10.1 dch v ca mng di ng m
anh(ch) ang s dng.
Anh(ch) cho rng quyt nh s
C10.2
dng mng di ng ny l ng n
C10.3 Anh(ch) s gii thiu mng di
Chuyn thc tp
Lim
ng ny vi ngi khc
C10.4
Anh(ch) s lun s dng dch v

ca mng di ng ny
PHN 3: THNG TIN C NHN

Anh(ch) vui lng cho bit mt s thng tin c nhn v anh(ch)
H v tn:
a ch:
S thu bao: ..
C12
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
Mi thc mc xin lin h Nguyn Th Phng Linh T: 0905834546

a ch Email: ntplinh30k12 @ yahoo.com
XIN CHN THNH CM N S NG GP CA ANH (CH)!
Chuyn thc tp
Lim
Ph lc C: DANH MC BNG BIU
Bng 1: Thng k m t cc bin
Mean
Skewness
Kurtosis
Sta
Std.
Error
Sta
Std.
Error
Tan-1
Co nhieu diem ho tro

khach hng
21
7
3.92
0.765
-0.108
0.165
-0.720
0.329
Tan-2
Khung canh khu vuc

cham soc khach hng
khng trang
21
7
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)
21
7
3.64
0.645
0.401
0.165
-0.577
0.329
Tan-4
Nha cung cap dich

vu co may moc thiet
bi tan tien
21
7
3.68
0.597
0.252
0.165
-0.625
0.329
Tan-5
Nhan vien co trang

phuc lich su
21
7
3.71
0.620
0.178
0.165
-0.480
0.329
Tan-6
Trang web hap dan
21
7
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
21
7
3.61
0.726
-0.494
0.165
0.428
0.329
Rel-2
Thong tin den khach

hng mot cach chinh
xac
21
7
3.68
0.684
-0.111
0.165
-0.133
0.329
Rel-3
Thong tin den khach

hng mot cach kip
thoi
21
7
3.65
0.665
0.056
0.165
-0.272
0.329
Rel-4
Toc do chuyen tin

nhan nhanh va chinh
xac
21
7
3.53
0.667
0.298
0.165
-0.264
0.329
Mang di dong nay co

chat luong dam thoai
21
7
3.56
0.685
0.035
0.165
-0.222
0.329
Rel-5
Std.
Dev
Chuyn thc tp
Lim
tot (am thanh nghe
ro va thuc)
Rel-6
Mang di dong nay

dam bao bi mat cho
nhung thong tin
rieng tu cua anh (chi)
21
7
3.85
0.643
-0.172
0.165
0.091
0.329
Rel-7
Cung cap dich vu

dung thoi gian nhu
da hua
21
7
3.58
0.656
0.212
0.165
-0.309
0.329
Res-1
Thu tuc hoa mang de

dang, don gian
21
7
3.61
0.679
-0.131
0.165
-0.131
0.329
Res-2
Cung cap nhieu loai

hinh dich vu gia tang
21
7
3.55
0.686
0.328
0.165
-0.311
0.329
Res-3
Cung cap su khac

biet trong cac loai
hinh dich vu
21
7
3.24
0.788
0.340
0.165
-0.182
0.329
Res-4
Su thuan tien khi su

dung dich vu gia
tang
21
7
3.63
0.604
0.010
0.165
-0.333
0.329
Res-5
De dang goi vao

tong dai giai dap
21
7
3.47
0.739
-0.227
0.165
-0.330
0.329
Res-6
Nhan vien cham soc

khach hng giai
quyet khieu nai,
phan hoi den khach
hng mot cach nhanh
chong
21
7
3.99
0.667
-0.368
0.165
0.407
0.329
Ass-1
Nhan vien cham soc

khach hng cho
anh(chi) su tin tuong
21
7
3.55
0.652
0.072
0.165
-0.233
0.329
Ass-2
Nhan vien cham soc

khach hng co k
nang giao tiep tot,
kien thuc chuyen
mon vung vang
21
7
3.65
0.620
-0.076
0.165
-0.179
0.329
Ass-3
Nhan vien cham soc

khach hng lich su,
nha nhan, than thien
chiem duoc tinh cam
cua khach hng
21
7
3.82
0.609
-0.137
0.165
0.100
0.329
Chuyn thc tp
Lim
Nhan vien cham so
khach hng luon tan
Emp-1
tam giup do anh(chi)
khi gap su co
21
7
3.67
0.624
-0.199
0.165
-0.026
0.329
Emp-2
Nha cung cap dich

vu o tri thoi gian tiep
xuc truc tiep voi
khach hng
21
7
3.54
0.652
-0.197
0.165
-0.163
0.329
Emp-3
Nhan vien cham soc

khach hng quan tam
den so thich cua tung
khach hng
21
7
2.70
0.652
0.606
0.165
0.293
0.329
Emp-4
Nhan vien cham soc

khach hng luon biet
va tim hieu nhu cau
cua khach hng
21
7
3.74
0.667
-.022
0.165
-0.230
0.329
Sat-1
Anh(chi) hai long

voi chat luong dich
vu cua mang di dong
ma anh(chi) dang su
dung
21
7
3.66
0.603
-0.204
0.165
-0.080
0.329
Sat-2
Anh(chi) cho rang

quyet dinh su dung
mang di dong nay la
dung dan
21
7
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
21
7
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
21
7
3.49
0.888
-0.446
0.165
-0.004
0.329
Chuyn thc tp
Lim
Bng 2: tin cy - S hi lng (Sat)
Inter-Item Correlation Matrix
Sat-1
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
Bng 3: Phn tch nhn t - S hi lng

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of
Sphericity
0.795
Approx. Chi-Square
278.874
df
Sig.
0.000
Communalities & Component

Initial
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
Extraction Method: Principal Component Analysis

Total Variance Explained
Chuyn thc tp
Lim
Component
Initial Eigenvalues
Extraction Sums of Squared

Loadings
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
Extraction Method: Principal Component Analysis.

Bng 4: Phn tch nhn t - SERVPERF
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of
Sphericity
Approx. Chi-Square
2189.761
df
253
Sig.
0.000
Communalities
0.907
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
Rel-7
1.000
0.653
Res-1
1.000
0.565
Chuyn thc tp
Lim
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
Total Variance Explained

Com
Initial Eigenvalues
Extraction Sums of
Rotation Sums of
Chuyn thc tp
Lim
ponent
Squared Loadings
Total
% of
Var-
Cum%
Total
% of
Var-
Cum- %
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
Rotated Component Matrix(a)
Squared Loadings
Total
% of
Var
Cum-%
Chuyn thc tp
Lim
Component
1
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

Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 6 iterations.
Bng 5: tin cy SERVPERF = {Sta, Rel, Tan, Ser}
Sta Nhn vin (6 items)
Chuyn thc tp
Lim
Ass-1
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
Cronbach's Alpha = 0.843

Cronbach's Alpha Based on Standardized Items = 0.845
Rel Tin cy (7 items)
Rel-1
Rel-2
Rel-3
Rel-4
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-5
Rel-7
1.000
Chuyn thc tp
Lim
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 Phng tin hu hnh (5 items)
Tan-1
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
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

Ser - Dch v gia tng v s thun tin (5 items)
Chuyn thc tp
Lim
Res-1
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
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
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
Squared
Cronbach's
Multiple
Alpha if
Correlation Item Deleted

Bng 6: Ma trn tng quan Sta, Rel, Tan, Res, Sat
Chuyn thc tp
Lim
Sta
Sta
Pearson
Correlation
Rel
Pearson
Correlation
Sig. (2-tailed)
Tan
Ser
Pearson
Correlation
0.000
217
217
217
217
217
0.599(**)
217
0.560(**) 0.572(**) 0.391(**)

0.000
0.000
0.000
217
217
217
0.000
0.000
217
217
217
0.666(**) 0.572(**) 0.494(**)
Sig. (2-tailed)
N
Sat
0.000
0.520(**) 0.560(**)
Sig. (2-tailed)
Pearson
Correlation
0.000
0.000
0.000
217
217
217
0.494(**) 0.399(**)
0.000
0.000
217
217
0.485(**)
0.000
217
0.502(**) 0.391(**) 0.399(**) 0.485(**)
Sig. (2-tailed)
N
Sat
0.000
217
Pearson
Correlation
Ser
0.000
0.000
Tan
0.599(**) 0.520(**) 0.666(**) 0.502(**)
Sig. (2-tailed)
N
Rel
0.000
0.000
0.000
0.000
217
217
217
217
217
1
217
** Correlation is Significant at the 0.01 level (2-tailed).

Bng 7: Hi quy a bin: Sat = f(Sta, Ser, Tan)
Variables Entered/Removed(a)
Variables Variables
Model
Method
Entered
Removed
Stepwise (Criteria: Probability-of-F-to-enter <= .050,
1
Sta
.
Probability-of-F-to-remove >= .100).
2
Ser

Tan

Model Summary(d)
Chuyn thc tp
Lim
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
Predictors: (Constant), Sta

Predictors: (Constant), Sta, Ser
Predictors: (Constant), Sta, Ser, Tan
Dependent Variable: Sat
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
Coefficients(a)
Chuyn thc tp
Lim
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
1
2
3
a
b
c
d
Sig.
Partial
Correlation
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
Predictors in the Model: (Constant), Sta

Predictors in the Model: (Constant), Sta, Ser
Predictors in the Model: (Constant), Sta, Ser, Tan
Residuals Statistics(a)
Collinearity Statistics
Chuyn thc tp
Lim
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
Bng 8: Trung bnh SERVPERF theo Loi mng s dng

Loai mang di dong
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
Bng 9: Trung bnh SERVPERF theo Thi gian s dng

Thoi gian su dung
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
Bng 10: Trung bnh SERVPERF theo Gii tnh

Gioi tinh
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
Bng 11: Trung bnh SERVPERF theo Trnh hc vn

Trinh do hoc van
Sta
Rel
Tan
Ser
Chuyn thc tp
Lim
trung hoc co so
3.7667
3.7714
3.8000
3.6000
trung hoc pho thong
3.6833
3.6000
3.4600
3.7000
trung cap/ chung chi

dao tao/ truong nghe
3.7000
3.5918
3.8800
3.5543
dai hoc/ cao dang
3.6396
3.6330
3.7013
3.4612
tren dai hoc
3.8571
3.9388
4.0571
3.7429
Total
3.6613
3.6379
3.7327
3.4995
Bng 12: S hi lng theo cc bin phnn loi

Loai mang di dong
Vinaphone
3.5387
Mobifone
3.5767
Viettel
3.5282
Total
3.5484
Thoi gian su dung
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
Trinh do hoc van

trung hoc co so
Sat
Sat
3.8500
Chuyn thc tp
Lim
trung hoc pho thong
3.9000
trung cap/ chung chi dao tao/

truong nghe
3.5643
dai hoc/ cao dang
3.5016
tren dai hoc
3.8214
Total
3.5484
Biu 1: Biu phn phi tn sut Sat
Histogram

40
Frequency
30
20
10
Mean =-1.06E-15
Std. Dev. =0.993
N =217
0
-4
-2
Regression Standardized Residual
Chuyn thc tp
Lim
Normal P-P Plot of Regression Standardized Residual
Expected Cum Prob
1.0
0.8
0.6
0.4
0.2
0.0
0.0
0.2
0.4
0.6
Observed Cum Prob
0.8
1.0
Chuyn thc tp
Lim
Partial Regression Plot

1.50
1.00
Sat
0.50
0.00
-0.50
-1.00
-1.50
-1.00
-0.50
0.00
0.50
1.00
Sta
1.00
Sat
0.00
-1.00
-2.00
-1.00
-0.50
0.00
0.50
1.00
1.50
Tan
Chuyn thc tp
Lim

2.00
Sat
1.00
0.00
-1.00
-2.00
-1.50
-1.00
-0.50
0.00
0.50
1.00
1.50
Ser
MC LC
GII THIU............................................................................................................1
CHNG 1..............................................................................................................4
C S L LUN V M HNH NGHIN CU................................................4
1.1 C s l lun v cht lng dch v............................................................................4
1.1.1 Khi qut v dch v.............................................................................................4
1.1.2 Cht lng dch v................................................................................................8
1.1.2.1 Nhn thc chung v cht lng dch v.........................................................9
1.1.2.2 Nhng c im ni bc ca dch v chi phi n cht lng:.....................9
1.1.2.3 M hnh cht lng dch v Parasuraman et al (1985, dn theo Nguyn
nh Th et al, 2003) [4]...........................................................................................13
1.2 Gii thiu thang o SERVQUAL v bin th SERVPERF......................................14
1.3 Mi quan h gia cht lng dch v v s hi lng................................................24
1.3.1 S hi lng ca khch hng.................................................................................24
1.3.2 Mi quan h cht lng dch v v s hi lng..................................................26
1.4 Mt s m hnh nghin cu v cht lng dch v...................................................26
1.4.1 M hnh 3 yu t.................................................................................................26
1.4.2 The Nordic Model...............................................................................................27
1.5 M hnh nghin cu v cc gi thuyt......................................................................28
CHNG 2............................................................................................................30
Chuyn thc tp
Lim
MOBIFONE V TH TRNG VIN THNG DI NG VIT NAM........30
2.1 Tng quan v cng ty VMS Mobifone v Trung tm thng tin di ng Khu vc III
...........................................................................................................................................30
2.1.1 Lch s hnh thnh...............................................................................................30
2.1.3 C cu t chc.....................................................................................................32
2.1.4 S lc v cng ty VMS - Mobifone - chi nhnh ti Nng.........................32
2.1.4.1 Qu trnh pht trin ca Trung tm thng tin di ng khu vc III................32
2.1.4.2 Chc nng, nhim v, mc tiu ca Trung tm thng tin di ng Khu vc
III...............................................................................................................................34
2.1.4.3 Cc sn phm dch v ca Trung tm thng tin di ng KV III..................36
2.2 Tng quan th trng dch v vin thng di ng Vit Nam:.................................38
2.2.1 Cu trc th trng:.............................................................................................38
2.2.2 Tnh hnh hot ng chung v nhng chuyn bin chnh trn th trng dch v
vin thng di ng:........................................................................................................40
2.3 nh gi cht lng dch v vin thng di ng ......................................................44
PHNG PHP NGHIN CU.........................................................................45

3.1 Thit k nghin cu....................................................................................................45
3.1.1 Nghin cu s b................................................................................................45
3.1.2 Nghin cu chnh thc .......................................................................................45
3.2 Thang o ...................................................................................................................47
3.3 Mu v thng tin mu:...............................................................................................49
CHNG 4............................................................................................................50
KT QU NGHIN CU....................................................................................50
4.1 nh gi thang o......................................................................................................51
4.1.1 S hi lng .........................................................................................................51
4.1.1.1 tin cy.....................................................................................................51
4.1.1.2 Phn tch nhn t:.........................................................................................51
4.1.2 Thang o SERVPERF ........................................................................................52
4.1.2.1 tin cy......................................................................................................52
4.1.2.2 Phn tch nhn t .........................................................................................55
4.2 Hiu chnh m hnh nghin cu v cc gi thuyt:....................................................59
4.3 Kim nh s ph hp ca m hnh Phn tch hi quy...........................................61
4.4 Kim nh cc gi thuyt............................................................................................63
4.4.1 Gi thuyt v mi quan h gia cc thnh phn cht lng cm nhn ca dch
v nh hng n s hi lng .....................................................................................63
4.4.2 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...............................................................64
4.4.3 Cc gi thuyt v s khc bit s hi lng theo cc bin phn loi...................70
CHNG 5............................................................................................................73
NGHA V KT LUN....................................................................................73
5.1 Kt qu chnh v ng gp ca nghin cu...............................................................74
5.1.1 V thang o SERVPERF.....................................................................................74
5.1.2 Cht lng dch v vin thng di ng ti Thnh ph Nng .......................75
Chuyn thc tp
Lim
5.1.3 S hi lng ca khch hng. Cc yu t cht lng dch v nh hng n S
hi lng..........................................................................................................................76
5.2 Hm i vi nh qun tr dch v............................................................................76
5.3 Hn ch ca nghin cu v nhng hng nghin cu tip theo...............................77
DANH MC HNH
GII THIU............................................................................................................1
CHNG 1..............................................................................................................4
CHNG 2............................................................................................................30
PHNG PHP NGHIN CU.........................................................................45
CHNG 4............................................................................................................50
KT QU NGHIN CU....................................................................................50
CHNG 5............................................................................................................73
NGHA V KT LUN....................................................................................73
Chuyn thc tp
Lim
DANH MC BNG BIU

GII THIU............................................................................................................1
CHNG 1..............................................................................................................4
CHNG 2............................................................................................................30
PHNG PHP NGHIN CU.........................................................................45
CHNG 4............................................................................................................50
KT QU NGHIN CU....................................................................................50
CHNG 5............................................................................................................73
NGHA V KT LUN....................................................................................73

56224148 Ứng dụng thang đo SERVPERF đanh gia chất lượng dịch vụ viễn thong di động tại khu vực thanh phố Đa Nẵng

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56224148 Ứng dụng thang đo SERVPERF đanh gia chất lượng dịch vụ viễn thong di động tại khu vực thanh phố Đa Nẵng

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Chuyn thc tp

GVHD: TS Nguyn Thanh

SVTH: Nguyn Th Phng Linh Lp 30K12

GVHD: TS Nguyn Thanh

Kim nh thang o SERVPERF trong o lng cht lng dch v vin

Khm ph cc thnh phn cht lng dch v vin thng di ng.

nh hng ca yu t cht lng trong dch v n s hi lng ca khch

SVTH: Nguyn Th Phng Linh Lp 30K12

GVHD: TS Nguyn Thanh

nng thng 5 nm 2008

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Dch v bao quanh: l nhng dch v ph hoc cc khu c lp ca dch

Dch v s ng: bao gm dch v c bn v dch v bao quanh ca doanh

nghip phi t ti mt mc no v tng ng ngi tiu dng nhn c mt

Dch v tng th: l h thng dch v bao gm dch v c bn, dch v

Dch v l mt hng ha c bit, n c nhng nt c trng ring m hng

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dch v i km tng s tha mn.

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

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

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Sn phm dch v mau hng: Dch v khng th tn kho, khng ct gi v

khng th vn chuyn t ni ny n ni khc. Dch v c tnh mau hng nh vy

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SVTH: Nguyn Th Phng Linh Lp 30K12

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mc siu vit, bn cht tng i. Cht lng trong trng hp ny l s siu

qui cch. Mt dch v hay sn phm cht lng s khng c mt sai st no so vi

phm no p ng nhng i hi ca ngi s dng th l mt dch v hay

ch xt n nhng c tnh o lng c.

Mt mt hng no s c cung cp t hay nhiu ty theo gi ca n.

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Cht lng dch v

Gi tr dch v nhn c >

Gi tr dch v nhn c <

S hi lng ca khch hng c lin quan n cht lng dch v. Nu cht

SVTH: Nguyn Th Phng Linh Lp 30K12

GVHD: TS Nguyn Thanh

SVTH: Nguyn Th Phng Linh Lp 30K12

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Khong cch 1: L sai bit gia k vng ca khch hng v cm nhn ca

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SVTH: Nguyn Th Phng Linh Lp 30K12

GVHD: TS Nguyn Thanh

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chnh trong cuc tranh lun ca PZB (1994) nh sau: