NH GI S HI LNG CA KHCH HNG I VI DCH V VIN THNG DI NG TI THA THIN - HU

ASSESSMENT OF CUSTOMER SATISFACTION TOWARD THE MOBILE TELECOM SERVICES IN THUA THIEN HUE
THI THANH H Trng i hc Kinh t, i hc Hu TN C SU Cng ty Vin thng Tha Thin - Hu

TM TT nh gi s hi lng ca khch hng s dng dch v vin thng di ng l mt ch quan trng i vi nh cung cp dch v nhm to nn s trung thnh ca khch hng khi s dng dch v, c bit quan trng i vi ba nh cung cp dch v hng u trn th trng nc ta hin nay nh VinaPhone, MobiFone, Viettel. Bng vic iu tra thng qua bng cu hi trn 140 khch hng c thu bao tr sau ca ba nh cung cp ni trn, kt qu nghin cu cho thy cc khch hng khng hi lng hu ht cc thuc tnh cu thnh nn cht lng dch v vin thng. S dng phng php phn tch nhn t, kim nh cp mu, v phng php phn tch hi quy theo bc, kt qu nghin cu cho thy nhn t c nh hng ln nht n s hi lng ca khch hng chnh l cht lng dch v. Cc nhn t khch nh tnh n gin ca th tc v hp ng thu s dng dch v, cc tin ch gia tng, v c bit l gi c dch v c nh hng khng nhiu n s hi lng ca khch hng. ABSTRACT Customer satisfaction among the mobile telecom service is a timely and urgent research topic, which is important to the three leading providers in the market, such as VinaPhone, MobiFone, Viettel. Together with surveys and questionnaires, interviews were made to147 later-payment custommers from those three service providers. Findings from factor analysis, paired-sample test and step-wise regression analysis indicate that mobile telecom service providers are not satisfied with almost all of the items concerning customer satisfaction index. The most crucial factor that has a strong impact on customer satisfaction is the service quality. The other related aspects such as value-added services, pricing policy and the simplicity of the service contract are minor factors influencing the customer satisfaction.

1. t vn Vic lm khch hng hi lng tr thnh mt ti sn quan trng i vi cc doanh nghip v t chc trong n lc nng cao cht lng dch v, t nng cao nng lc cnh tranh ca doanh nghip [1,7]. Thc t kinh doanh cho thy, mt doanh nghip nu gia tng c 5% khch hng trung thnh nh s hi lng ca h v sn phm, dch v, th li nhun s tng ln c khong 25% n 85% [1]. iu ny cng hon ton ng vi ngnh dch v vin thng di ng nc ta, ni ang c xem l mt trong nhng th trng c tim nng tng trng bc nht chu . S khc bit ca dch v vin thng di ng so vi cc ngnh khc l ch: lm khch hng tha mn th cn phi c nhng phng thc ring, v gn lin vi cht lng dch v vin thng di ng, m thng c khch hng rt d cm nhn [2]. Khi khng lm tha mn khch hng th khng nhng nh cung cp dch v rt kh gi c khch hng hin ti, m cn ng trc nguy c lm mt i cc khch hng tim nng khc, bi v mt khch hng nu tht vng s k cho nhiu ngi khc. Tuy vn c tm quan trng nh vy, nhng cho n nay cha c nhiu nghin cu trong lnh vc ny, c bit trong lnh vc vin thng di ng, ni m yu t khch hng hi lng s tr thnh vn then cht

trong chin lc cnh tranh gia nhng nh cung cp dch v. iu ny cng tr nn c bit hn sau khi Vit Nam tr thnh thnh vin chnh thc ca WTO vi nhng cam kt m ca hon ton th trng vin thng cho cc i tc nc ngoi. Phm vi nghin cu tp trung vic lm r s hi lng ca khch hng cng nh nhng nhn t nh hng ca n trong s cc khch hng s dng dch v ca ba nh cung cp dch v vin thng di ng hng u hin nay ca nc ta: Vinaphone, Mobifone, v Viettel ti Tha Thin Hu. 2. Tng quan v th trng vin thng di ng ca Vit Nam Him c mt k nguyn no trong lch s loi ngi li chng kin nhiu thay i nhanh chng trong hnh thc thng tin v giao tip ca x hi nh thi im hin nay [3]. Nh tin b v mt cng ngh, dch v vin thng di ng hin nay tr nn ph bin v khng th thiu i vi mi ngi trong cuc sng hng ngy. Theo nh gi ca Lin minh Vin thng Quc t (ITU), vi tc tng trng 70% trong nhng nm va qua, th trng vin thng ca Vit Nam ng th hai th gii v tng trng, tuy mt di ng ca Vit Nam ch t 2,02/100 dn cho thy ang cn thp v cn rt nhiu khong trng v nhu cu ngnh ny pht trin v p ng [8]. Cnh tranh trong ngnh vin thng nc ta gia tng ng k t nm 1993. Mc d c nhiu thay i cho n nay, nhng ngnh vin thng vn do doanh nghip nh nc VNPT chi phi, nm gi 94% th trng. Vic k kt tha thun thng mi song phng vi Hoa K v tr thnh thnh vin chnh thc ca t chc thng mi th gii v s lm thay i ng k mi trng cnh tranh trong dch v vin thng di ng ca nc ta. Theo tha thun ny th Vit Nam s m ca th trng vin thng di ng trong cho php cc nh cung cp ch yu nc ngoi tham gia trn c s bnh ng, khng phn bit i x. Vit nam ng thi cng phi chp nhn tun th b tham chiu v vin thng c bn ng h cnh tranh ca WTO. B tham chiu ny s l nn tng ngn cn cc hnh vi chng c quyn trong lnh vc truyn thng di ng ca nhng nh cung cp. i vi nhng quc gia ang pht trin nh Vit Nam, cnh tranh mang theo n mt gi tr gia tng quan trng nhm tng sc hp dn i vi u t, m u t ang chnh l iu ti cn thit cho Vit Nam [9]. Trong 10 nm qua, Vit Nam chn ln gim cc vin thng di ng v cho n nay cc vin thng quc t ca Vit Nam r th ba trong ASEAN+3. Hin nay nc ta ang c 6 nh cung cp ch yu trn th trng vin thng di ng v h ang l mc tiu hp dn cho cc nh u t nc ngoi [10]. Bc tranh v th phn cng th hin kh r vi VinaPhone nm gi 32,3%, MobiFone nm 27,8%; Viettel nm 33,2% th phn vin thng di ng, nhng d on l s thay i trong tng lai khng xa. 3. Phng php nghin cu Phng php thng thng dng xem xt s hi lng ca khch hng l khung l thuyt K vng - Xc nhn. Theo Oliver (1980), l thuyt K vng - Xc nhn bao gm hai qu trnh nh c tc ng c lp n s hi lng ca khch hng: k vng v dch v trc khi mua v cm nhn v dch v sau khi tri nghim [5]. Vn dng l thuyt ny vo dch v vin thng di ng, c th hiu s hi lng ca khch hng l qu trnh nh sau: trc ht, khch hng hnh thnh trong suy ngh ca mnh nhng k vng v nhng yu t cu thnh nn cht lng dch v m nh cung cp c th mang li cho h trc khi cc khch hng quyt nh mua. Sau , vic mua dch v v s dng dch v ng gp vo nim tin khch hng v hiu nng thc s ca dch v vin thng m h c th cm nhn c l tt hay xu. Khch hng sau s so snh hiu qu m dch v ny mang li gia nhng g m h k vng trc khi mua dch v s dng v nhng g m h nhn c sau khi s dng n. S tha mn ca khch hng chnh l kt qu ca s so snh ny v s c ba trng hp: K vng ca khch hng l (a) c xc nhn nu hiu qu ca dch v hon ton trng vi k vng ca khch hng; (b) s tht vng nu hiu qu dch v khng ph hp vi k vng/mong i ca khch hng; (c) s hi lng nu nh nhng g h cm nhn v tri nghim sau khi s dng dch v vt qu nhng g m h mong i v k vng trc khi mua dch v [5]. Cng c ch yu l bng cu hi thu thp thng tin v s hi lng ca khch hng i vi dch v vin thng di ng m h s dng. Ngoi phn thng tin c nhn v c im khch hng, bng cu hi c thit k gm 33 thuc tnh cu thnh c trng ca dch v vin thng di ng, c

th hin trn thang im Li-kert t 1 im (th hin kin cho rng h c mc k vng khng nhiu hoc mc hi lng rt thp) n 7 im (th hin mc k vng rt cao hoc mc rt hi lng v yu t cu thnh dch v di ng). Vi cch thit k bng cu hi nh vy, khch hng s cho bit k vng v cm nhn ca mnh v cc thuc tnh do dch v vin thng mang li 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 trong vic nh gi s tha mn ca khch hng sau ny. Khch hng cng c ngh nh gi mt cch tng th v s hi lng ca mnh cu hi cui cng bng cch cho im s trn thang im Li-kert tng t phn cui ca bng cu hi. i tng gi bng cu hi thu thp thng tin l cc khch hng s dng dch v vin thng di ng c ng k thu bao tr sau i vi 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. Vic la chn nhng khch hng tr sau lm i tng nghin cu bi v nhng khch hng ng k thu bao tr sau l nhng ngi c s thm d kh k cng v dch v, v bn thn h c nhng k vng nht nh no v cht lng ca dch v trc khi quyt nh ng k s dng vi nh cung cp. iu ny s lm cho nghin cu c tnh chc chn hn so vi trng hp m i tng nghin cu l nhng khch hng thu bao tr trc, l nhng ngi m k vng ca h c xu hng thng l chi ph v gi dch v thp, v quyt nh s dng dch v ch yu b tc ng bi cc yu t qung co. Vi cch la chn i tng nghin cu ny th vic nh gi s tha mn ca khch hng s to nn s ng nht cao. Danh sch nhng khch hng c cc nh cung cp dch v ni trn ti Tha Thin Hu cung cp v c la chn mt cch ngu nhin. Kt qu iu tra cho thy c 147 phiu iu tra in hon chnh v c th s dng c trong c 50 phiu t cc khch hng VinaPhone, 50 phiu t khch hng MobiFone, v 47 phiu t khch hng Viettel. Cc thng tin trn bng cu hi c m ha v a vo SPSS thc hin cc phn tch cn thit cho nghin cu. 4. Kt qu nghin cu Bng 1. nh gi s tha mn ca khch hng v dch v truyn thng di ng
Mean K vng trc khi s dng dch v (2) Pair 1 Pair 2 Pair 3 Pair 4 Pair 5 Pair 6 a im ng k dch v Thi nhn vin tip nhn S n gin d hiu ca bn ng k s dng dch v S n gin d hiu ca hp ng s dng dch v S n gin d hiu i vi yu cu cc th tc khc Thi gian thao tc x l thng tin khch hng v hp ng s dng dch v 0.898 1.027 0.578 0.524 0.707 1.197 5.354 5.612 5.361 5.184 5.204 5.626 Mean cm nhn sau khi tri nghim dch v (3) 4.456 4.585 4.782 4.660 4.497 4.429 6.735 8.362 4.030 3.787 5.206 9.666 0.000 0.000 0.000 0.000 0.000 0.000

Kim nh mu theo cp (Paired Samples Test)

Chnh lch Mean (1)

t (4)

Sig. (2tailed) (5)

Pair 7 Pair 8 Pair 9 Pair 10 Pair 11 Pair 12 Pair 13 Pair 14 Pair 15 Pair 16 Pair 17 Pair 18 Pair 19 Pair 20 Pair 21 Pair 22 Pair 23 Pair 24 Pair 25 Pair 26 Pair 27 Pair 28 Pair 29 Pair 30 Pair 31 Pair 32 Pair 33

Gi dch v ha mng Mc thun tin trong giao dch Gi cc thu bao Gi cc cuc gi Cch tnh cc cuc gi Gi cc nhn tinh nhn SMS Cch tnh cc tin nhn Gi cc dch v gia tng khc Hnh thc ha n tnh cc S thch hp ca thi im tnh cc Thi nhn vin thu cc ph im thu cc ph Gii p cho khch hng v nhng thc mc cc ph Chnh sch khuyn mi Cht lng cuc gi Vng ph sng Tin ch cho khch hng chuyn mng cuc gi vng kh tip sng Cc tin ch khc Cht lng chuyn cuc gi quc t Mc tin t cc cho cc ph Roaming Cht lng dch v a phng tin Cht lng v s thng sut ca cuc gi trong dp l Tt Tnh d dng chuyn i t mng ny sang mng khch khi c nhu cu S khc bit nhng g trong qung co ca nh cung cp a ra so vi nhng g thc t nhn c Tnh chuyn nghip ca cng ty Dch v chm sc khch hng S thun tin khi i SIM thu bao khi c nhu cu

1.850 1.320 1.762 2.007 1.381 1.857 1.395 1.333 0.340 0.075 0.781 0.653 1.231 1.565 2.027 1.912 1.837 1.571 0.863 1.000 0.924 2.952 1.418 0.944 0.683 1.803 0.958

6.136 5.871 6.143 6.265 5.816 6.122 5.680 5.395 4.735 4.673 5.555 5.231 5.776 6.041 6.313 6.449 5.993 5.600 4.800 4.809 5.200 6.231 5.582 4.895 5.117 6.020 5.831

4.286 4.551 4.381 4.259 4.435 4.265 4.286 4.061 4.395 4.599 4.774 4.578 4.544 4.476 4.286 4.537 4.156 4.029 3.937 3.809 4.276 3.279 4.163 3.951 4.434 4.218 4.873

14.194 11.053 13.195 15.692 10.209 13.276 9.598 9.808 2.240 0.457 6.361 5.134 9.204 11.402 14.225 15.961 13.486 11.154 4.830 4.874 2.530 17.278 9.000 6.105 4.707 12.837 7.352

0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.027 0.649 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.013 0.000 0.000 0.000 0.000 0.000 0.000

Ngun: C s d liu iu tra trn SPSS, =5%; mc ngha thng k 2 chiu (sig-2 tailed)

Bng 1 trnh by kt qu kim nh mu cp (paired sample test), trong c th thy tr s trung bnh mean tnh trn thang im Li-kert cho nh gi v k vng ca khch hng trc khi quyt nh mua dch v v s tha mn m h cm nhn c sau khi s dng dch v. Kt hp mc chnh lch mean ti ct (1)v kim nh thng k ti ct (5) c s dng nh gi khch hng hi lng hay khng hay khng hi lng v cc yu t cu thnh dch v vin thng di ng. Tt c cc khch hng ca ba nh cung cp dch v l VinaPhone, Viettel, v MobiFone u khng hi lng hu ht cc yu t cu thnh nn cht lng dch v bi v tr s trung bnh mean ca k vng ln hn tr s trung bnh mean cm nhn v php kim nh thng k mu cp cho thy s khc bit v mean K Vng v Mean Cm Nhn hu ht u t mc ngha thng k, loi tr ch c kim nh mu theo cp (pair 16) trong bng 1 l khng t mc ngha thng k, cho thy s khng hi lng ca khch hng v yu t cu thnh dch v s thch hp ca thi im tnh cc ph di ng l cha chc chn. Kt qu ny cho thy cht lng dch v vin thng di ng ca tt c cc nh cung cp trong phm vi nghin cu ny l cha p ng c vi k vng, v lng mong i ca khch hng khi h s dng dch v vin thng di ng. C ba nh cung cp dch v vin thng trong phm vi nghin cu ny cha xem khch hng l trng tm, l i tng cn phi lu tm nht lm h hi lng, c th h cho rng khch hng l ngi phi chp nhn v s dng nhng g c a ra, thay v s dng nhng g m h mong mun [12]. R rng l cn rt nhiu im m cc nh cung cp dch v cn phi ci thin hn na nng cao cht lng dch v nhm lm khch hng tha mn hn na. Bng 2. Kt qu phn tch nhn t (factor analysis) i vi 33 thuc tnh v hi lng i vi dch v vin thng di ng
Cc nhn t Thuc tnh mi l kt qu ca phn tch nhn t factor analysis Tr s trung bnh mean cho nhn t Sai s chun ca mean (Std. Error of mean) Max Min Gi tr Eugen H s tin cy Reliability Cronbach Alpha % Sai s Variance tch ly 1 Cm nhn v cht lng dch v (Nhn t 1) 4,27 0,070 6,5 2,33 12,36 0,94 37% 2 Cm nhn v gi dch v (Nhn t 2) 4,40 0,073 6,73 1,55 3,191 0,89 47% 3 Cm nhn v tnh n gin ca th tc v hp ng (nhn t 3) 4,58 0,075 6,83 2,50 2,006 0,83 53% 4 Cm nhn v cc dch v gi tr gia tng (nhn t 3) 3,99 0,066 6,50 1,75 1,84 0,92 68%

Ngun: Kt qu phn tch d liu iu tra trn SPSS K thut phn tch nhn t (factor analysis) c s dng trong nghin cu ny nhm rt gn v gom cc yu t thuc tnh li thnh mt nhn t c ngha hn, t hn v s lng s dng trong phn tch hi quy tip theo. Bng 2 trnh by tm lc kt qu phn tch nhn t. Vi cc thng tin v s hi lng i vi 33 thuc tnh v dch v trn c s d liu SPSS cho thy c 4 nhn t c hnh thnh v cc nhn t ny gii thch ti 68% sai s variance, vt qu ngng chp nhn ca m hnh v chng t rng vic to lp cc nhn t mi l hon ton thch hp, bng cch ly bnh qun v im s Li-kert cc thuc tnh cm li theo nhn t mi ny trn c s d liu SPSS [11]. Cc nhn t mi ny u c gi tr Eugen ln hn 1 tha mn iu kin Kaiser ln hn 1, m bo hnh thnh nhn t mi. ng thi h s tin cy Cronbach Alpha tnh cho cc nhn t mi hnh thnh ny u t ngng rt cao trn 0,8 n trn 0,9 c s hnh thnh bin mi trong phn tch v kim nh thng k. Cc nhn t mi u tha mn iu kin phn phi chun trong php kim nh Komogorov-Smirnov vi mc ngha thng k 0,001. Sau khi cc nhn t mi c thnh lp th s c xem l cc bin s mi v c s dng trong m hnh hi quy theo bc (step-wise linear regression) nhm xc nh cc s nh hng ca cc

nhn t ni trn i vi s hi lng tng th ca khch hng i vi dch v vin thng di ng ca cc nh cung cp VinaPhone, MobiFone, v Viettel trong phm vi nghin cu ny. Theo phng php phn tch hi quy theo bc th cc bin ln lt c a vo theo tng bc. Sau , cn c vo mc thay i ca R2 c th pht hin ra bin s no nh hng mnh nht ti s tha mn tng th ca khch hng v dch v truyn thng di ng ni chung. Kt qu c trnh by ti bng 3 v bng 4 di y. Bng 3. Phn tch hi quy theo bc (step-wise) nh gi s nh hng ca cc nhn t tc ng n mc hi lng tng th ca khch hng Cc bin s c lp ca m hnh H S chn a0 X1 :Gii tnh ca khch hng (Nam=1: N=0) X2 :Trnh hc vn X3 :Thu nhp mt nm ca khch hng X4 :Khch s dng Viettel =1; Khng phi Viettel=0 X5 :Khch s dng MobiFone =1; Khng phi MobiFone =0 X6 :Cm nhn v cht lng dch v (nhn t 1) Cc bc ca m hnh hi quy step-wise Bc 1 Bc 2 Bc 3 Bc 4 Bc 5 H s H s H s H s H s 4,992** * 0,401 -0,279 -0,689 -0,837 -0,200* -0,050 -0,030 -0,064 -0,059 0,038 0,137* 0,173* 0,154 0,162* -0,117 -0,036 -0,046 -0,019 -0,023 -0,444* -0,180 -0,059 0,040 0,913** * -0,270 0,005 -0,191 0,054 -0,192 0,055 0,484***

X7 :Cm nhn v gi dch v (nhn t 2) 0,286*** X8 :Cm nhn v tnh n gin ca th tc v hp ng (nhn t 3) 0,322*** X9 :Cm nhn v cc dch v gi tr gia tng (nhn t 4) 0,073 (Bin s ph thuc Y: S hi lng tng th ca khch hng i vi dch v vin thng di ng trn thang Likert 7 im) Bng 4 Thay i ca R2 trong m hnh hi quy tng quan theo bc (step-wise regression) M hnh Thay i ch s thng k hi quy Kim nh 2 R Thay i v ch s Thay i trong mc theo bc Thay i R2 DurbinF ngha ca F step-wise Watson 1 0,052 0,052 1,554 0,177 2 0,540 0,488 148,298 0,000 3 0,619 0,079 28,853 0,000 1,992 4 0,657 0,038 15,199 0,000 5 0,659 0,002 0,893 0,346 Ghi ch: * ngha thng k vi mc <0,05; ** vi mc <0,01; *** vi mc <0,001 Cc bin s v thuc tnh ca khch hng c a vo m hnh ti bc 1, gm cc bin s c lp t X1 n X5. Cn cc bin s X6 nh gi s cm nhn v cht lng dch v (nhn t 1); X7 nh gi s cm nhn v gi dch v (nhn t 2); X8 nh gi s cm nhn v tnh n gin ca th tc v hp ng (nhn t 3); v X9 (nhn t 4) o lng s cm nhn v cc dch v gi tr gia tng; s c a vo m hnh hi quy theo th t ln lt cc bc 3, bc 4 v bc 5. Kt qu cho thy: cc bin s c im khch hng ti bc 1 gii thch ch 5,2% variance ca m hnh hi quy v nhng ai l khch hng ca Viettel th khng hi lng vi dch v vin thng di ng (=-0,444 mc ngha thng k 0,05). Tng t, bin s X6 ti bc 2 ca m hnh c nh hng ln nht vi h s tng

0,505** 0,622*** * 0,440** 0,301** * * 0,322***

quan hi quy =0,931 t mc ngha thng k 0,001. Khi bin s phn nh s cm nhn ca khch hng gii thch ti 48,8% variance v thay i R2 do bin s ny mang li t 0,488 v khi R2 ca ton b m hnh l 0,54. cc bc 3, bc 4, v bc 5 tip theo cho thy cc bin s cn li khng mc nh hng nhiu n s hi lng tng th ca khch hng i vi dch v vin thng di ng ca ba nh cung cp trong phm vi nghin cu ny. Chng hn X7 ch lm thay i R2 mc 0,079; cn X8 ch lm thay i R2 mc 0,038; v X9 ch lm thay i R2 mc rt thp 0,002. 5. Kt lun Kt qu ca nghin cu ny cho thy s cm nhn tch cc ca khch hng v cht lng ca dch v vin thng di ng l yu t c nh hng quan trng nht i vi s hi lng ca khch hng, v trn c s phn tch hi quy cho thy nh cung cp dch v Viettel cn rt nhiu vic phi lm nng cao cht lng dch v di ng, v bt kp nhng nh cung cp khc trong vic lm hi lng khch hng. C th kt lun t kt qu phn tch nhn t l lm cho khch hng hi lng th cht lng cuc gi l yu t rt quan trng m tng nh cung cp cn phi tp trung. iu ny cng ng ngha vi vic nh cung cp cn phi to iu kin khch hng c th d dng chuyn i t mng ny qua mng khc khi c nhu cu cng nh iu kin d dng h c th d chuyn i SIM thu bao khi c nhu cu. 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. Tnh chuyn nghip ca ton b cng ty c lin quan n dch v chm sc khch hng, a im ng k s dng dch v, v nhng yu t v marketing m thng qua nhng yu t ny, nhng g c qung co cn phi c minh chng ng nh nhng g m khch hng nhn c. Nhng nhn t v gi tr gia tng, chnh sch gi dch v, v tnh n gin ca cc th tc, hp ng l nhng nhn t c tm quan trng sau cht lng dch v vin thng thng qua lm hi lng khch hng.

TI LIU THAM KHO

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