Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

NGHIN CU S HI LNG CA KHCH HNG I VI CHT LNG DCH V GIAO NHN HNG HA XUT NHP KHU BNG NG BIN TI CC CNG TY GIAO NHN VA V NH VIT NAM NGHIN CU TNH HUNG TI CNG TY TNHH VIETLINK
RESEARCHING CUSTOMER SATISFACTION TOWARD QUALITY OF MARINE FREIGHT FORWARDING SERVICE AT SMALL AND MEDIUM FORWARDERS IN VIETNAM CASE STUDY AT VIETLINK COMPANY SVTH: Trn Triu Khi
Lp 32K01.1, Khoa Thng mi Du lch, Trng i hc Kinh t

GVHD: TS. Nguyn Th Thu Hng

Khoa Thng mi Du lch, Trng i hc Kinh t
TM TT Trong nn kinh t th trng, s cnh tranh gia cc ngnh, cc lnh vc, c c doanh nghip din ra ht sc gay gt. Ngnh vn ti giao nhn cng khng trnh khi quy lut chung . Trong bi cnh ny, tn ti v pht trin th vic nng cao cht lng dch v cung cp c xem nh l mt bin php hu hiu hn c. Nghin cu ny thng qua nghin cu tnh hung ti Cng ty TNHH Vietlink xc nh v sau nh gi cc thnh phn ca cht lng dch v (CLDV) trong ngnh dch v giao nhn Vit Nam. ng thi, n khng nh mi quan h gia CLDV v s hi lng khch hng. Qua , gip cho cc nh kinh doanh dch v giao nhn vn ti nhn thc r hn v CLDV v xut cc bin php nng cao CLDV tha mn cc thng ca mnh. ABSTRACT In a market economy, the competition between industries, sectors and enterprises is extremely harsh. The transportation and logistics industry is not an exception to that common rule. In this situation, to exist and develop, improving supplied service quality is more than ever considered an efficient method. Through a case study at Vietlink Limited Company, this research identifies the components of service quality in the Vietnamese logistics industry and then evaluates those. Simultaneously, it verifies the relationship between service quality and customer satisfaction. Therefore, it helps freight forwarders be aware of better service quality and suggests solutions for improving service quality to satisfy their clients.

1. t vn Th trng vn ti giao nhn hin ti ca c nc hin ang si ng vi khong 900 doanh nghip kinh doanh dch v logistics (2008). Trong bao gm mt s cc cng ty ln, cn li a phn (khong 80%) l cc cng ty va v nh vi thi gian hot ng bnh qun 5 nm, vn ng k bnh qun 1,5 t ng. Nhn chung, khi lng dch v giao nhn hng ha bng ng bin ng vai tr ch cht trong danh mc dch v ca cc cng ty (khong 90% khi lng hng ha xut nhp khu c chuyn bng ng bin). Cng nh cc doanh nghip khc, gi c v cht lng dch v (CLDV) l hai yu t quan trng nht quyt nh s thnh bi ca doanh nghip kinh doanh dch v giao nhn. Tuy nhin, thc trng l cc cng ty giao nhn Vit Nam thng coi trng gi c v dng
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n thu ht khch hng. Trong khi h vn cha c s u t v quan tm ng mc v CLDV. Hn na, Vit Nam ngy cng hi nhp su vi quc t, nhu cu xut nhp khu ngy cng tng, s lng khch hng ngy cng nhiu. Khch hng trong ngnh vn c c tnh chuyn nghip, cn nhc su sc trong quyt nh mua th ngy cng tr nn kh tnh hn i vi CLDV. Do , s hi lng ca khch hng s l ch tiu quan trng gip cng ty duy tr hot ng. Tt c nhng vn trn dn n mt yu cu bc thit l nghin cu s hi lng ca khch hng i vi cht lng dch v giao nhn hng ha xut nhp khu bng ng bin ti cc cng ty va v nh Vit Nam. Do gii hn v thi gian v kh nng tip cn cc doanh nghip trong ngnh, tc gi xin la chn Cng ty TNHH Vietlink i din cho mt b phn ln cc cng ty vn ti giao nhn va v nh Vit Nam nghin cu. 2. Mc tiu nghin cu Mc tiu ca nghin cu l xc nh v nh gi cc thnh phn ca CLDV giao nhn cng nh xem xt mc nh hng ca cc thnh phn ny i vi s hi lng khch hng. T a ra nhng xut ci thin CLDV giao nhn ca cc cng ty nhm nng cao s hi lng khch hng. 3. i tng v phm vi nghin cu ti la chn Cng ty TNHH Vietlink lm trng hp in hnh nghin cu. Cng ty TNHH Vietlink c thnh lp vo thng 4 nm 2004 ti Nng vi mc ch ban u l lm i l giao nhn cho tp on vn ti giao nhn Eculine ca B . Cng ty kinh doanh ch yu bn loi hnh dch v: giao nhn hng nguyn container (FCL), giao nhn hng l (LCL), khai thu hi quan v vn chuyn, giao nhn ni a. ti c thc hin vi cc i tng l cc khch hng t chc v ang s dng dch v ca Vietlink. Cc khch hng ny bao gm cc ch hng xut nhp khu v cc cng ty vn ti giao nhn. H ch yu tp trung Nng, ngoi ra cn cc tnh ln cn min Trung nh Hu, Qung Nam, Qung Ngi, Qung Bnh, Qung Tr, Bnh nh. 4. Tin trnh nghin cu
C S L LUN M HNH L THUYT & THANG O NGHIN CU S B NGHIN CU CHNH THC KT QU

Hnh 1. Tin trnh nghin cu

4.1. C s l lun Nghin cu l thuyt v CLDV, s hi lng khch hng cho thy CLDV ni chung v CLDV trong ngnh vn ti giao nhn l khi nim nhiu thnh phn mang tnh khch quan, trong khi s hi lng khch hng l khi nim mt thnh phn mang tnh ch quan v CLDV l nguyn nhn dn n s hi lng. Hin trn th gii c nhiu m hnh nghin cu v CLDV. Trong s , cc m hnh: SERVQUAL (Parasuman v cng s, 1988), SERVPERF (Cronin & Taylor, 1992), Cht lng k thut/cht lng chc nng (Gronroos, 1983) l ph bin hn c. Trong lnh
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vc vn ti giao nhn ng bin, cc nh nghin cu thng s dng m hnh SERQUAL v gn y mi xut hin thm m hnh ROPMIS (Thi Vn Vinh v Devinder Grewal, 2007). Theo m hnh ROPMIS, cht lng dch v bao gm 6 thnh phn: Ngun lc, Kt qu, Qu trnh, Qun l, Hnh nh v Trch nhim x hi. 4.2. Xy dng m hnh nghin cu v thang o o lng Nh trn, hin c nhiu m hnh nghin cu CLDV. Vn l u s l m hnh tht s ti u cho ti? Cu hi t ra dn n vic tm kim mt m hnh thch hp p dng c th trong ngnh vn ti giao nhn ng bin. V m hnh ROPMIS p ng c iu . (1) Th nht, m hnh c ngun gc t vic tng hp l thuyt ca rt nhiu m hnh khc nhau. (2) Th hai, vic xy dng m hnh ROPMIS nguyn gc c thc hin trong bi cnh c th ca ngnh vn ti ng bin Vit Nam. Trong khi, cc m hnh khc ch yu c kim nghim trong cc ngnh khc, cc nc khc (c bit l ngnh ti chnh ngn hng). N cho thy vic p dng m hnh ROPMIS l thch hp v rt gn gi vi phm vi nghin cu ca ti. (3) Th ba, tuy cha c s dng rng ri nhng nghin cu s dng m hnh + NGUN LC ny a ra c cc kt qu kh (Resources) quan v cho thy kh nng p dng + KT QU ca m hnh. V vy, ti s p dng (Outcomes) m hnh ROPMIS vi su thnh phn + QU TRNH ny nh gi cht lng dch v. (Process)
CHT LNG DCH V (Service Quality)

Da vo mc tiu nghin cu, c s l thuyt v m hnh xut, ti a ra gi thuyt: C mi quan h thun chiu gia cc thnh phn cht lng dch v v s hi lng ca khch hng khi s dng dch v giao nhn hng ha bng ng bin. Nh vy, m hnh nghin cu l thuyt s c th hin nh Hnh 2.

QUN L (Management) HNH NH (Image) TRCH NHIM X HI (Social Responsibility)

S HI LNG (Satisfaction)

Hnh 2. M hnh nghin cu l thuyt

Thang o CLDV giao nhn gm 24 bin thuc su thnh phn. Mi bin s c nh gi trn thang o likert 5 im t im 1 (Hon ton khng ng ) n im 5 (Hon ton ng ). Tng t, cc bin o lng s hi lng khch hng cng c o lng theo thang likert 5 im nh trn v p dng cho 5 bin ca thang o S hi lng. 4.3. Nghin cu s b V mi ngnh dch v ti mi th trng s c nhng c th ring, do nghin cu nh tnh s b thng qua phng vn su mt s cc chuyn gia (bao gm cc nhn vin v khch hng cng ty) c thc hin vi mc ch iu chnh v b sung thang o cht lng dch v ROPMIS cho ph hp vi dch v giao nhn ng bin hin ti. Kt qu l thang o c 25 bin. Thang o thu c s l thang o dng pht trin thnh bn cu hi nh c th hin Bng 1. Bn cu hi c thit k gm hai phn chnh: (1) Phn I nh gi CLDV v s hi lng ca khch hng theo thang o nu trn; (2) Phn II Thng tin ca khch hng.
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Bn cu hi qua qu trnh phng vn th vi 10 i tng mt trong s i tng nghin cu ca ti thu c bn cu hi hon thin
Bng 1. Thang o Cc thnh phn cht lng dch v giao nhn v S hi lng ( hiu chnh)

Thnh phn Ngun lc (R)

K hiu r1 r2 r3 r4 r5 o6 o7 o8 o9 o10 o11 o12 p13 p14 p15 p16 m17 m18 m19 m20 m21 m22 m23

Tn bin Cc trang thit b ca cng ty lun sn c phc v nhu cu khch hng Cc trang thit b ca cng ty lun hot ng tt, n nh Cng ty c ti chnh n nh Kh nng theo di vn chuyn hng ha ca cng ty tt C s h tng ca cng ty tt, khang trang Tc thc hin dch v ca cng ty nhanh chng Cng ty lun cung cp dch v mt cch ng tin cy (thc hin ng cam kt v giao, nhn hng ng hn) Cng ty lun cung cp dch v mt cch nht qun Cng ty lun m bo an ton hng ha (khng b mt mt, tn tht) Cng ty lun m bo chnh xc chng t (chng t khng mc li) Cc dch v ca cng ty a dng v lun sn c (bt c khi no v ni u) Gi c (cc ph) dch v ca cng ty cnh tranh Thi , cung cch phc v ca nhn vin cng ty p ng nhu cu ca khch hng l tt Nhn vin cng ty lun sn sng p ng cc yu cu ca khch hng mt cch nhanh chng Nhn vin c kin thc tt v yu cu v nhu cu ca khch hng Cng ty ng dng tt cng ngh thng tin trong dch v khch hng Cng ty ng dng tt cng ngh thng tin trong qun l, iu hnh Hiu qu trong qun l v iu hnh cng vic ca cng ty cao Kin thc v k nng, trnh ca ngi qun l, iu hnh trong cng ty cao, bao gm c kh nng x l s c, tai nn Cng ty thu hiu c nhu cu v yu cu ca khch hng Cng ty c s phn hi tt t pha khch hng Cng ty c quan h tt vi cc bn cung cp (cng, hng tu,) Cng ty lun khng ngng ci thin qu trnh qun l, iu hnh cng vic hng n khch hng Uy tn, thng hiu ca cng ty trn th trng c tin tng Cng ty c cch ng x trch nhim i vi x hi v con ngi Cng ty lun m bo yu t mi trng trong kinh doanh Nhn chung, qu v hi lng vi c s vt cht ca cng ty Nhn chung qu v hi lng vi cung cch phc v ca cng ty Nhn chung, qu v hi lng vi cht lng dch v ca cng ty Qu v s gii thiu dch v ca cng ty cho nhng ngi/i tc khc Trong thi gian ti, qu v vn tip tc s dng dch v ca cng ty

iu chnh (=) (=) (=) (=) (=) (=) (=) (=) (=) (=) (=) (+) (=) (=) (=) (=) (=) (=) (=) (=) (=) (+) (=)

Kt qu (O)

Qu trnh (P)

Qun l (M)

Hnh nh (I) TNXH (S) S hi lng (SAS)

i24 s25 s26 sas1 sas2 sas3 sas4 sas5

(=) (=) () (=) (=) (=) (=) (=)

(=) Bin c gi nguyn; (+) Bin mi c thm vo; (-) Bin b loi khi thang o

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Nghin cu chnh thc Phng php chn mu l phng php chn mu thun tin. Kch thc mu c xc nh ti thiu l 60 thng qua tnh ton xc sut thng k. t con s ny, s bn cu hi pht ra l 100 (tng ng vi t l tr li c tnh 60%). Phng php thu thp d liu c p dng l pht bn cu hi cho khch hng thng qua hai cng c chnh: Internet (40 bn in t ti trang web: http://www.vietlinkdn.co.cc) v nhn vin ca cng ty (60 bn giy). Kt qu thu thp, s lng bn cu hi hp l thc t thu c sau khi c kim tra, sa cha l 60 (tng ng vi t l tr li 60%). 4.4. Kt qu nghin cu 4.4.1. M t mu Sau khi thu thp y thng tin cn thit, d liu s c m ha, nhp vo phn mm SPSS 16.0 trn my vi tnh v sau c lm sch. Cc thng k m t ban u cho thy mu kho st nhn chung c cc c im ging vi tng th khch hng tht ca cng ty. 4.4.2. Kim nh m hnh a. nh gi s b thang o Vic nh gi s b thang o c thc hin bng cch s dng phn tch nhn t khm ph EFA nhm cc bin trong thang o thnh cc nhn t v sau s dng h s Cronbach alpha nhm xc nh tin cy ca chng. Kt qu cho thy c mt s thay i v thnh phn so vi m hnh gc: (1) Thnh phn Hnh nh c gp chung vi thnh phn Qun l v khng t gi tr phn bit v c t tn l Qun tr; (2) Thnh phn Kt qu b tch thnh hai thnh phn, c t tn ln lt l Nng lc (bao gm cc bin o8, o9, o10, o11) v Kt qu (bao gm cc bin o6, o7, o12). Ngoi ra, cng c mt s thay i nh trong danh mc cc bin ca cc thnh phn. Tuy nhin, nhng s thay i ny khng ph nh m hnh gc v v c bn cc bin theo thnh phn c trng c vn hin din trong cc thnh phn i tng mi. Cui cng, CLDV giao nhn hng ha bng ng bin i vi cc khch hng l mt khi nim bao gm su thnh phn chnh. l: Ngun lc, Nng lc, Kt qu, Qu trnh, Qun tr v Trch nhim x hi. Theo , m hnh nghin cu l thuyt c hiu chnh thnh m hnh nghin cu thc tin nh th hin Hnh 3. b. Kim nh m hnh M hnh hiu chnh s c kim nh bng phn tch tng quan v hi quy bi.

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Kt qu cho thy: CLDV v tt c cc thnh phn ca n u c nh hng, tc ng cng chiu n s hi lng ca khch hng. Ngha l s gia tng hay gim i mc nh gi cc thnh phn ca cht lng dch v s lm tng/gim tng ng s hi lng ca khch hng khi h s dng dch v giao nhn. C th, thnh phn Qun tr c tc ng mnh m nht n s hi lng ca khch hng. Tip n l cc thnh phn Nng lc, Kt qu, Ngun lc, Qu trnh c tc ng t hn. V thnh phn Trch nhim x hi c tc ng t nht n s hi lng khch hng. 4.4.3. nh gi CLDV v S hi lng khch hng Ti Cng ty TNHH Vietlink, cc thnh phn cht lng dch v u c nh gi mc trung bnh, ring thnh phn Hiu qu t mc kh, cn thnh phn Trch nhim x hi di mc trung bnh. Nhn chung, khch hng nh gi CLDV Vietlink l trung bnh (im trung bnh l 3,29). Cc khch hng cng cho bit h hi lng mc trung bnh khi s dng dch v giao nhn ng bin ca Vietlink (im trung bnh l 3,32). C th thy, do cht lng dch v giao nhn ti cng ty Vietlink ch c nh gi mc trung bnh nn s hi lng ca khch hng cng ch t mc trung bnh. 5. Kt lun Nghin cu t c cc mc tiu ra. Kt qu cho thy CLDV giao nhn hng ha bng ng bin i vi cc khch hng l mt khi nim bao gm su thnh phn chnh. gia tng n lc hi lng khch hng cn phi tc ng vo chng. Tuy nhin vi tnh hnh hin ti, cc thnh phn ny cha c nh gi cao. l do c c nh cung cp dch v giao nhn vn cha nhn thc r hoc c nhn thc nhng cha quan tm y v CLDV v ch yu s dng v kh gi li ko khch hng. Thnh phn Trch nhim x hi tuy c ch trng trong m hnh gc nhng theo kt qu nghin cu y l thnh phn m cc khch hng t ch trng v cc doanh nghip cung cp dch v cng khng c s quan tm ng k. Trong khi , n c th khin m rng hay hy hoi hnh nh v uy tn ca doanh nghip xt trong di hn. 6. xut gii php Qua nghin cu, ta thy CLDV nh hng n cm nhn ca khch hng. Do , cn c cc bin php nng cao CLDV, c th l nng cao cc thnh phn cht lng dch v t tng s hi lng khch hng khi h s dng dch v giao nhn ng bin.
NGUN LC (Resources) KT QU (Outcomes) NNG LC (Abilities) QU TRNH (Process) QUN L 0,172 S HI LNG (Satisfaction) 0,117 0,268 0,123

0,162

(Management) Gii php v Qun tr: (1) Xy dng hnh nh, thng hiu bng cch nh v dch v, s dng cng c nhn lc (tuyn dng, o to, ng 0,084 TRCH NHIM X HI (Social Responsibility) vin) v vic y mnh c ch lm vic nhm.

CHT LNG DCH V (Service Quality)

Hnh 3. M hnh nghin cu thc tin

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Gii php v Nng lc: (1) Nng cao kh nng cung cp dch v n nh v cht lng bng cch tiu chun ha qu trnh cung ng dch v, phn u thc hin theo tiu chun ISO. (2) Tng cng tnh a dng v sn c ca dch v cung cp bng cch: (1) Xy dng v m rng mi quan h tt p vi cc bn cung cp; (2) Pht trin chi nhnh. Gii php v Ngun lc: Nng cp c s h tng ng thi y mnh ng dng cng ngh thng tin, trin khai phn mm dnh ring cho kinh doanh dch v giao nhn. Gii php v Qu trnh: (1) Nng cao kin thc ca nhn vin thng qua khu o to nhn vin. (2) Nng cao kh nng thu hiu yu cu v nhu cu ca khch hng thng qua cng tc qun tr quan h khch hng, khuyn khch thng tin phn hi t khch hng v c h thng gii quyt khiu ni, phn nn. Gii php v Trch nhim x hi: (1) Trong ni b, cn i ng nhn s, to bnh ng v cng vic, kh nng thng tin cho mi ngi. Thc hin chnh sch tit kim, ch trng chng lng ph, tham nhng, hi l. (2) Vi cng ng, cn thnh lp cc qu h tr s dng vo cc d n cng ng, ti tr hc bng. Ngoi ra, vn ng nhn vin t nguyn tham gia cc cng tc x hi. 7. Hn ch v hng nghin cu tip theo Nghin cu cn gp hn ch v mu nghin cu (phng php ly mu, kch c mu) v v phm vi nghin cu (ch nghin cu mt cng ty in hnh, ch p dng vi cc khch hng v ang s dng dch v, ch nh gi dch v giao nhn hng ha ng bin). Nghin cu tip theo nn tng s lng mu, s dng phng php chn mu xc sut v m rng phm vi iu tra kt qu mang tnh khi qut v t hiu qu thng k nhiu hn. 8. ngha thc hin ti ti l mt trong s nhng nghin cu tin phong trong vic a m hnh ROPMIS vo s dng rng ri, thng nht. ti xc nh tnh hiu lc v cng c kh nng p dng ca m hnh ROPMIS, ng thi b sung vo h thng nghin cu l thuyt v ng dng v CLDV giao nhn ng bin mt b thang o t quan im khch hng. Kt qu nghin cu gip cho cc nh qun l thy c thc trng v CLDV giao nhn cng nh tm quan trng ca n trong vic lm hi lng khch hng. y s l c s ci tin, nng cao cht lng dch v theo nh hng khch hng. TI LIU THAM KHO [1] Nguyn Nh Tin (2006), Logistics kh nng ng dng v pht trin trong kinh doanh dch v vn ti giao nhn Vit Nam, Nh xut bn Giao thng vn ti, H Ni. [2] Phm Th Minh H (2008), Mi quan h gia cht lng dch v cng bin v s tha mn, hi lng ca khch hng ti thnh ph H Ch Minh, Trng i hc kinh t thnh ph H Ch Minh, Thnh ph H Ch Minh. [3] Abdulkarim S. Al-Eisa, Abdulla M. Alhemoud (2009), Using a multiple-attribute
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approach for measuring customer satisfaction with retail banking services in Kuwait, International Journal of Bank Marketing, Vol. 27 No. 4, pp. 294-314. [4] Thai V. Vinh (2007), Service quality in maritime transport: conceptual model and empirical evidence, Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 4, pp. 493-518.

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