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L Do Hnh Thnh Ti
Trong nhng nm qua vn nng cao cht lng phc v ang l mt trong nhng ti hot v cp thit c quan tm hng u ti nc ta v c cc nc khc trn th gii trong mi lnh vc, cng nh cc ngnh ngh khc nhau. Qua , n th hin r rt xu hng kinh doanh thi hin i l phi ly khch hng lm trung tm, tt c v s hi lng ca khch hngnn doanh nghip no mun tn ti v pht trin phi t thay i mnh, t ci tin to c hiu qu tt nht v uy tn trong lng khch hng. V iu ny c chng minh ni bt trong ngnh dch v nh n ung, bn hngNgy nay, ngnh dch v lun chim t trng ln trong chin lc pht trin kinh t ca mi quc gia v vi nc ta cng vy, c nhng bc pht trin vt bc v c s vt cht, k thut phc v nhm p ng nhu cu ngy cng tng ca ngi dn t n, mc, , i li...Nhng ngi dn ngy cng c i hi cao hn, nh gi nghim khc hn nn tht khng d cc doanh nghip dch v c th ng vng v mang li li nhun cho mnh m khng tin hnh ci tin cht lng dch v cung cp p ng mong i ca khch hng. Chnh v vy i hi doanh nghip phi nhn thc c iu quan trng ny: ci tin cht lng hay l cht Tm hiu v th trng in thoi di ng Vit Nam, th y l mt trong nhng th trng si ng nht trong ton vng Chu - Thi Bnh Dng. nhng thnh ph ln th hin tng nh nh di ng, ngi ngi di ng l chuyn ph bin. Tuy rm r nh th nhng so vi cc nc trong khu vc, th trng nc ta cn kh non tr. Thng k nm 2006 cho bit t l thu bao in thoi di ng trn tng dn s Vit Nam ch l 20%, trong khi Philippin 40%, Thi Lan 50%, Malaysia 80% v Singapore 106% (nhiu ngi c 2 hay 3 my). Do vy, tim nng tng trng ca th trng in thoi di ng Vit Nam cn rt ln. u nm 2000, tng s thu bao in thoi di ng ti th trng Vit Nam ch vn vn t mc 0,3 triu. Nhng ch 6 nm sau c nc c hn 20 triu thu bao. Vi mc tng trng rt cao hin nay, s thu bao in thoi di ng c c tnh s t ti 30 triu vo cui nm 2007, tc l tng gp 100 ln trong vng 7 nm. C hn 20 hng in thoi di ng v ang cnh tranh khc lit trn th trng Vit Nam vi nhng tn tui nh Nokia, Samsung, Motorola, Sony Ericsson, Siemens... Doanh s th trng bn l in thoi di ng Vit Nam nm 2006 xp x 900 triu USD, tng hn 40% so vi nm 2005. Lnh vc ny cng c xem l nng nht vi khong 30 triu thu bao s t c vo cui nm nay. Th trng phn phi in thoi di ng ti Vit Nam v th vn c xem ln kch thch nhiu cng ty c tim lc vo cuc. mt doanh nghip cnh tranh c v c ch ng trong th trng phn phi in thoi di ng khng h d.

Vin thng A, mt trong nhng cng ty bn l cc mt hng in t ni chung v in thoi di ng ni ring thuc top u ca nc ta nhng doanh nghip vn lun xc nh: y l lnh vc i hi cht lng phc v rt cao mi tha mn c nhu cu ca khch hng v cc thng tin i km sn phm, bo hnh, t vn v sn phmlun c khch hng tm hiu v cn nhc k cng trc khi mua nn doanh nghip phi thng xuyn gi cht lng phc v ca mnh. Vin thng A coi y l mt vic lm ht sc quan trng ngoi gi c, nu khng lm tt th

rt d b mt khch hng vo tay cc i th cnh tranh v quan trng hn l khch hng cm thy cht lng phc v khng tt hay khng gii quyt kp thi h s ni cho rt nhiu ngi khc bit t lm nh hng uy tn v li nhun ca doanh nghip. Qua nhng vn trn, chng ta thy rng hiu r cht lng dch v ca mnh v nng cao chng l iu khng h d vi bt k doanh nghip no. lm c iu i hi phi c s phi hp n ca mi ngi v mt phng php nghin cu, phn tch ph hp nh qua kho st, nghin cu th trng, phng vn khch hng c nhng thng tin chnh xc nht. D th no i na y l cng vic i hi s ci tin khng ngng v phi c s kin tr tng bc nng cao cht lng dch v ca mnh. 2. Mc ch nghin Cu Mc ch ca chng ti thc hin cuc kho st ny nhm tm hiu v cc yu t nh hng n hi long ca khch hng hin nay v nh gi cht lng dch v hin ti ca Vin Thng A trong thi gian va qua, qua tm ra gii php Vin Thng A c th mang li cho khch hng s hi lng nht vi cht lng phc v tt nht. C th nhng iu cn t c ca ti nghin cu ny l: Xc nh cc yu t cu thnh s tho mn ca khch hng khi i mua hng siu th. Da vo ngun thng tin th cp v da vo kt qu phng vn khch hng nh gi mc tho mn ca khch hng khi i mua hng siu th in thoi di ng Vin Thng A. Trn c s l lun v thc tin, v kt qu ca kho st s a ra mt s bin php nhm nng cao s tho mn khch hng khi i mua hng siu th Vin Thng A. 3. i Tng V Phm Vi Nghin Cu. i tng nghin cu: Khch hng mua hng siu th TD Vin Thng A trn a bn ni thnh TP.HCM. Phm vi nghin cu: Tin hnh phng vn trc tip mt s khch hng v kho st bng bng cu hi 150-200 khch hng i mua hng ti siu th Vin thng A thi gian thc hin t 8/2011 n thng 10/2011. 4. Ngha. Vi mc cnh tranh ngy cng gay gt trong th trng vin thng hin nay, mt doanh nghip c th ng vng c i hi phi c c nim tin v s hi lng trong khch hng c v sn phm v dch v. V vy, vi ti nghin cu ny s gip DN tm ra c nhng vn cn thiu st trong qu trnh hot ng, v cht lng ph v c p ng ng vi nhu cu ca khch hng. T , c th

nng tm cao hn v thng hiu trong s cm nhn ca khch hng, to ra li th cnh tranh hn so vi i th. C S L THUYT Khi nim v dch v Dch v l mt qu trnh gm cc hot ng hu i v cc hot ng pha trc, ni m khch hng v nh cung cp dch v tng tc nhau. Mc ch ca vic tng tc ny l nhm tha mn nhu cu v mong mun ca khch hng theo cch khch hng mong i, cng nh to ra gi tr cho khch hng. Vic to ra hay hnh thnh mt dch v thng xy ra trong qu trnh tng tc gia khch hng vi t chc, thm ch c nhng nhng dch v s khng xy ra nu khng c s hin din ca khch hng, chng hn nh dch v ct tc. Nhn chung mt dch v trn gi gm c 4 thnh phn: Phng tin: Phi c trc khi mt dch v c th cung cp Hng i km: Hng c mua hay tiu th hoc l ti sn ca khch hng cn c x l Dch v hin: Nhng li ch trc tip v l kha cnh ch yu ca dch v Dch v n: Nhng li ch mang tnh tm l do khch hng cm nhn. Cc tnh cht ca dch v Dch v c mt s c th hay tnh cht gip ta phn bit vi cc loi hng ha hu hnh khc. Ngi ta tha nhn dch v c mt s c th sau y: Tnh v hnh Tnh khng th tch ri (sn xut v tiu th ng thi) Tnh khng ng nht Tnh cht khng th tn tr Chn la im phc v b rng buc qua khch hng Cht lng ca dch v nh ngha v cht lng dch v: nhn chung ngi ta thng nh ngha cht lng dch v l nhng g m khch hng cm nhn c. Mt vi chuyn gia v cht lng c gng nh ngha cht lng dch v nh sau: S p ng cc yu cu (Philip Crosby). Mc tin cy c th bit trc m bo rng chi ph thp nht, ph hp vi th trng (W. Edward Deming). S ph hp khi s dng, iu ny do ngi s dng nh gi (Hosept M. Juran).

Mi khch hng thng cm nhn khc nhau v cht lng, v do vic tham gia ca khch hng trong vic nh gi v pht trin cht lng dch v l rt quan trng. Trong lnh vc dch v th cht lng l mt hm ca nhn thc khch hng. Cht lng dch v c xc nh da vo nhn thc hay cm nhn ca khch hng lin quan n nhu cu c nhn ca h. Thang o cht lng dch v SERVQUAL Ngy nay, c hai m hnh thng dng c dng nh gi cht lng dch v l m hnh Gronroos (1984) cho rng cht lng dch v c nh gi trn hai kha cnh, (1) cht lng k thut v (2) cht lng chc nng; v m hnh Parasuraman et, al. (1985) cht lng dch v c nh gi da vo nm khc bit (gap). Nhng c l m hnh Parasuraman et, al c s dng ph bin hn c, bi tnh c th, chi tit v cng c nh gi. M hnh nm khc bit l m hnh tng qut, mang tnh cht l thuyt v cht lng dch v. c th thc hnh c, Parasuraman et al. c gng xy dng thang o dng nh gi cht lng trong lnh vc dch v. Theo ng bt k dch v no, cht lng cng c khch hng cm nhn da trn 10 thnh phn sau: a. Tin cy (Reliability): l kh nng thc hin dch v ph hp v ng thi hn ngay ln u tin. b. Phn hi (Responsiveness): ni ln s mong mun v sn sng ca nhn vin phc v cung cp dch v cho khch hng. i hi nhng ngi nhn vin nhit tnh v c kh nng. c. Nng lc phc v (Competence): ni ln trnh chuyn mn thc hin dch v. Kh nng phc v biu hin khi nhn vin tip xc vi khch hng, nhn vin trc tip thc hin dch v, kh nng nghin cu nm bt thng tin lin quan cn thit cho vic phc v khch hng. d. Tip cn (Access): lin quan n vic to mi iu kin d dng cho khch hng trong vic tip cn vi dch v nh rt ngn thi gian ch i ca khch hng, a im phc v v gi m ca thun li cho khch hng. e. Truyn thng (Communication): lin quan n vic giao tip, thng t cho khch hng bng ngn ng m h hiu bit d dng v lng nghe v nhng vn c lin quan n h nh gii thch dch v, chi ph, gii quyt khiu ni thc mc. f. Lch s (Courtesy): ni ln tnh cch phc v nim n, tn trng, quan tm v thn thin vi cc khch hng. g. Tn nhim (Credibility): ni ln kh nng to lng tin cho khch hng, lm cho khch hng tin cy vo cng ty. Kh nng ny th hin qua tn tui v ting tm ca cng ty, nhn cch ca nhn vin dch v giao tip trc tip vi khch hng. h. An ton (Security): lin quan n kh nng m bo s an ton khch hng, th hin qua s an ton v vt cht, ti chnh, bo mt thng tin.

i. Hiu bit v khch hng (Understanding): kh nng hiu bit nhu cu ca khch hng thng qua vic tm hiu nhng i hi ca khch hng, quan tm n h. j. Phng tin hu hnh (Tangibles): bao gm cc loi ti sn nh ti sn hu hnh, v hnh, ngoi hnh, trang phc ca nhn vin. M hnh ny c u im bao qut hu ht mi kha cnh ca dch v, tuy nhin rt kh khn trong vic nh gi v phn tch. Nm 1988, Parasuraman et al hiu chnh li v hnh thnh m hnh mi gm nm thnh phn. l thang o SERVQUAL. nh ngha cc yu t trong thang o SERVQUAL S tin cy (Reliability): l kh nng thc hin dch v ng nh ha v chnh xc. Thnh phn ny bao gm tnh nht qun v tin cy ca dch v, quan tm n vic ha hn vi khch hng. Mt dch v ng tin cy khi n c thc hin ph hp v ng ngay t u, cng nh c nh cung cp dch v cng b r rng. S phn hi (Responsiveness): l s sn lng gip khch hng v thc hin dch v mt cch nhanh chng. Khch hng s nh gi cao phn ny khi nhn vin t ra c thi tch cc i vi cng vic v c y kh nng thc hin dch v. S m bo (Assurance): bao gm nhng phm cht ca nhn vin gip to lng tin cho khch hng nh s chuyn nghip, lch s, knh trng khch hng, kh nng chuyn mn v kh nng giao tip. Nim tin thm su vo khch hng bng kin thc v lch s ca nh cung cp. Nu khch hng nhn thc c tnh chuyn nghip v kh nng ca nh cung cp, h s c cm nhn tch cc v nhn t ny. S cm thng (Empathy): th hin qua vic nhn vin cng ty c phong cch thn thin, d gn, quan tm, ch n khch hng v c bit h to c s yn tm ni khch hng. S quan tm v sn lng phc v ca nhn vin cng ty s c khch hng nh gi cao. S hu hnh (Tangibility): l nhng th khch hng c th cm nhn c trc tip thng qua cc gic quan nh: c s vt cht, trang thit b, vt dng ti liu, Thng qua nhng g cm nhn c, khch hng s c nh gi v nh cung cp.

B thang o theo m hnh SERVQUAL gm 2 phn, mi phn c 22 pht biu. Phn th nht nhm xc nh k vng ca khch hng i vi loi dch v ca doanh nghip ni chung. Ngha l khng quan tm n mt doanh nghip c th no, ngi c phng vn cho bit mc mong mun ca h i vi dch v . Phn th hai nhm xc nh cm nhn ca khch hng i vi vic thc hin dch v ca doanh nghip kho st. Ngha l cn c vo dch v c th ca doanh nghip c kho st nh gi. Kt qu nghin cu nhm nhn ra cc khong cch gia cm nhn khch hng v cht lng dch v do doanh nghip thc hin v k vng ca khch hng i vi cht lng dch v . C th, theo m hnh SERVQUAL, cht lng dch v c xc nh nh sau: Cht lng dch v = Mc cm nhn Gi tr k vng. Parasuraman v cng s khng nh rng SERVQUAL l mt dng c o lng cht lng dch v tin cy v chnh xc (Parasuraman v cng s, 1988; 1991; 1993) v thang o ny c s dng rng ri (Buttle, 1996; Robinson,1999). Bin th ca SERVQUAL thang o SERVPERF 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 vy, vn cn nhiu tranh lun, ph phn, t vn v thang o ny, nht l v tnh tng qut v hiu lc o lng cht lng. Mt iu na c th thy l 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). Ngha l theo m hnh SERVPERF th: Cht lng dch v = Mc cm nhn 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. Lu rng 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). M hnh v cng c SERVPERF dng nh gi cht lng dch v ca Cronin & Taylor gm 5 nhn t c th Bng 2.2 Cc nhn t trong thang o SERVPERF S tin cy (Reliability) 1. Khi cng ty XYZ ha s thc hin iu g vo 1 khong thi gian c th, cng ty s thc hin. 2. Khi bn c vn , cng ty XYZ th hin th hin s quan tm chn thnh trong gii quyt vn . 3. Cng ty XYZ thc hin dch v ng ngay t u. 4. Cng ty XYZ cung cp dch v ng nh thi gian h ha. 5. Cng ty XYZ thng bo cho khch hng khi no dch v ca h c thc hin. S phn hi (Responsiness) 6. Nhn vin cng ty XYZ phc v bn ng hn. 7. Nhn vin cng ty XYZ thng bo cho bn chnh xc khi no dch v s thc hin. 8. Nhn vin cng ty XYZ lun lun sn sng gip bn. 9. Nhn vin cng ty XYZ khng bao gi qu bn n ni khng p ng yu cu ca bn. S m bo (Assurance) 10. C x ca nhn vin trong cng ty XYZ to s tin tng i vi bn. 11. Bn cm thy an ton khi giao dch vi cng ty XYZ. 12. Nhn vin trong cng ty XYZ bao gi cng t ra lch s, nh nhn vi bn.

13. Nhn vin trong cng ty XYZ c kin thc tr li cc cu hi ca bn. S cm thng (Empathy) 14. Cng ty XYZ c th hin s quan tm n c nhn ca bn. 15. Cng ty XYZ c nhng nhn vin th hin s quan tm n c nhn bn 16. Cng ty XYZ th hin s ch c bit n cc quan tm nhiu nht ca bn. 17. Nhn vin trong cng ty XYZ hiu c nhng yu cu c bit ca bn 18. Cng ty XYZ c thi gian lm vic thun tin i vi bn. S hu hnh (Tangibility) 19. Cng ty XYZ c nhng trang thit b hin i. 20. C s vt cht ca cng ty XYZ trng rt hp dn. 21. Nhn vin ca cng ty XYZ c trang phc gn gng, p. 22. Cc phng tin vt cht hot ng dch v ca cng ty trng rt hp dn.