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CHT LNG DCH V CC MNG IN THOI DI NG TI THNH PH NHA TRANG

Dng Tr Tho1 v Nguyn Hi Bin2

ABSTRACT
Based on theoretical models of consumer loyalty and satisfaction, this study aims to consider relationship between service quality and satisfaction of consumer of mobile phone service in Nha Trang city, Vietnam. The research was conducted from a sample of 388 consumers in Nha Trang city. Scales of the research was developed through exploratory factor analysis and Cronbachs alpha test. The reliability, discrimination of constructs and proposal hypotheses were tested by structural equation modeling. Results of the research show that models of consumer satisfaction fit well with the data, and consumer satisfaction of mobile phone was influenced positively by five factors including call quality; value added service; convenience; perceived price and consumer service. Keywords: Service quality, satisfaction, mobile phone, Vietnam Title: Service quality of mobile phone networks in Nha Trang city

TM TT
Nghin cu ny xem xt mi quan h gia cht lng dch v thng tin di ng n s tha mn ca khch hng da trn m hnh nghin cu l thuyt v s trung thnh v s tha mn ca khch hng thng tin di ng ti Vit Nam. Nghin cu ny c thc hin trn mt mu gm 388 khch hng ti thnh ph Nha Trang. Cc thang o c xy dng bng phng php phn tch nhn t khm ph v kim nh h s Cronbachs Alpha. Phng php m hnh cu trc c s dng kim nh tin cy, gi tr phn bit ca cc khi nim, ng thi kim nh cc quan h gi thuyt nghin cu. Kt qu nghin cu ch ra rng m hnh ph hp vi d liu th trng, s tha mn ca khch hng thng tin di ng chu s tc ng dng ca 5 yu t: cht lng cuc gi; dch v gi tr gia tng; s thun tin; cu trc gi; v dch v khch hng. T kha: Cht lng dch v, s tha mn, in thoi di ng, Vit Nam

1 T VN Th trng thng tin di ng Vit Nam, tuy cn mi m, nhng c s tham gia ca nhiu nh cung cp dch v lm cho cuc chin cnh tranh ngy cng khc lit. Chnh s canh tranh gia cc nh cung cp dch v vin thng di ng t khch hng trc nhiu la chn lm sao c th thu c li ch cao nht. thnh cng trn th trng hin nay, cc nh cung cp dch v phi nng cao cht lng dch v nhm tha mn khch hng tt hn i th. Vy thc t, cht lng dch v cc mng in thoi di ng hin nay p ng nh th no i vi khch hng Vit Nam? Cc yu t no nh hng n cht lng dch v in thoi di ng? Nghin cu ny bc u khm ph cc yu t cht lng dch v tc ng n s tha mn ca khch hng thng tin di ng ti thnh ph Nha Trang.
1 2

Khoa Kinh t, Trng i hc Nha Trang Hc vin cao hc Qun tr kinh doanh 2008

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2 C S L THUYT V PHNG PHP NGHIN CU 2.1 Tm lc v l thuyt m hnh cu trc tuyn tnh (SEM) SEM (Structural Equantion Modeling) l mt k thut m hnh thng k rt tng qut, c s dng rng ri trong khoa hc nghin cu hnh vi. N c th c xem l s kt hp ca phn tch nhn t v hi quy hay phn tch ng dn. S quan tm trong SEM thng l vo cc kin trc l thuyt (cc khi nim l thuyt), c trnh by bi cc nhn t ngm (cc khi nim tim n). Cc quan h gia cc kin trc l thuyt c trnh by bi cc h s hi quy hay h s ng dn gia cc nhn t. SEM m ch 1 cu trc ca cc hip tng quan (covariances_hip phng sai) gia cc bin c quan st, do n cn c tn gi khc l m hnh ha cu trc hip phng sai. SEM cung cp mt khung thun tin v rt tng qut cho cc phn tch thng k bao gm cc th tc a bin truyn thng, v d cc trng hp c bit l phn tch nhn t, phn tch hi quy, phn tch phn bit, v tng quan canonical. SEM thng c minh ha bng biu ng dn (s ng dn). Phng trnh thng k ny thng c trnh by trong mt h phng trnh ma trn SEM lin quan n cc bin o lng c (measured variables) v cc bin ngm (latent variables_bin tim n). Mt measured variable l mt bin c th c quan st trc tip v c o lng. Bin o lng c cng c bit n nh bin quan st c (observed variable), bin ch bo hay bin biu th (indicator or manifest variables). Mt latent variable l mt bin khng th c quan st trc tip v phi c suy ra t measured variable. Latent variables c m ch bi hip tng quan (covariances) gia hai hay nhiu measured variables. Chng cng c bit n nh l cc nhn t (ngha l, phn tch nhn t), cc bin kin trc hay cc bin khng quan st c (constructs or unobserved variables). SEM: C hai thnh phn: m hnh o lng (measurement model) v m hnh cu trc (structural model). Trong , Measurement model: lin quan n quan h gia measured variables v latent variables; Structural model: ch lin quan n cc quan h gia cc latent variables m thi. C 5 bc trong kin trc SEM: 1. Ch nh m hnh (Model Specification) 2. Nhn dng m hnh (Model Identification) 3. c lng m hnh (Model Estimation) 4. nh gi thch hp ca m hnh (Assesing Fit of the Model) 5. Hiu chnh m hnh (Model Modification). th hin SEM, trong cc chng trnh phn mm (v d AMOS), cc bin o lng c k hiu l cc hnh ch nht hay vung; cc bin ngm: k hiu l hnh elp hay hnh trn; cc khon sai s: (nhiu ca cc bin ngm) c a vo biu SEM, i din bi cc k hiu Es cho cc bin o lng v Ds cho cc bin ngm. Cc chng trnh phn mm ng dng cho SEM c rt nhiu, nhng thng thng v d s dng nht c l l LISREL v AMOS v chng cung cp mt mi trng v ch lm vic di dng ha thn thin vi ngi dng. Vic s dng SEM trong thc t vi cc chng trnh my tnh thng qua cc bc c bn l: xy dng m hnh; phn tch nhn t khng nh (CFA); kim nh ph hp ca m hnh v kim nh cc gi thuyt nghin cu. Ngoi ra ty
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thuc vo cc nghin cu c th, c th s dng cc k thut phn tch a nhm; phn tch bootstraptrong SEM. 2.2 Cht lng dch v Cht lng dch v l mt khi nim gy nhiu ch v tranh ci, theo Edvardsson, Thomsson & Ovretveit (1994) th cht lng dch v l s p ng c s mong i ca khch hng i vi dch v v lm tha mn nhu cu ca h. Sau nhiu nghin cu nh tnh v nh lng xy dng v kim nh, cui cng m hnh thang o cht lng dch v (gi tt l thang o SERVQUAL) c s dng bao gm 22 ch bo o lng 5 thnh phn cht lng dch v. 2.3 S tha mn S tha mn l qu trnh nhn xt, nh gi ca khch hng v sn phm hay dch v m sn phm hay dch v ny c p ng c cc nhu cu v s k vng ca h hay khng (Zeithaml & Bitner, 2003). S tha mn l mc ca trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t sn phm (hay sn lng) vi nhng k vng ca ngi (Philip Kotler, 2001). 2.4 Mi quan h cht lng dch v v s tha mn Ni chung, cc nh nghin cu ng cht lng dch v v s tha mn l hai khi nim phn bit (Bitner, 1990; Boulding et al., 1993). Tuy nhin, cht lng dch v v s tha mn c lin h cht ch vi nhau trong nghin cu v dch v (Parasuraman et al., 1988). Cht lng dch v lin quan n qu trnh cung cp dch v, cn s tha mn ch xut hin sau khi khch hng s dng dch v. V vy, khi khch hng s dng dch v v c cm nhn cht lng dch v cao th h s thy tha mn vi dch v v ngc li, khi khch hng c cm nhn cht lng dch v thp th h thy khng tha mn. 2.5 M hnh nghin cu l thuyt Ngy nay, c hai m hnh thng dng c dng nh gi cht lng dch v l m hnh cht lng k thut v cht lng chc nng ca Gronroos (1984) v m hnh cht lng c nh gi da vo 5 khc bit ca Parasuraman v cng s (1985). Nhng c l m hnh ca Parasuraman v cng s c s dng rng ri hn bi tnh c th, chi tit v cng c nh gi (Phm Th Minh H, 2008). Thang o nh gi 5 thnh phn cht lng dch v c gi tt l SERVQUAL. Trong lnh vc dch v thng tin di ng (TTD) cht lng cng c o bng 05 thnh phn cht lng ca Parasuraman (Richters & Dvorak, Masudd Parvez, 2005; Eli M.Noam, 91. Trch t Phm c K, 2006). Theo Moon Koo Kim et al., (2004) cht lng dch v bao gm: cht lng cuc gi, cu trc gi, thit b di ng, dch v cng thm, s thun tin trong qu trnh, h tr khch hng. Vit Nam, m hnh l thuyt cho nghin cu thc nghim i vi th trng TTD ca hai tc gi Phm c K v Bi Nguyn Hng (2006) c xut.

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Da trn m hnh ny, m hnh l thuyt nghin cu ca tc gi c m hnh ha vi s nh sau: Cc gi thuyt nghin cu: H1: Thnh phn cht lng cuc gi c tng quan dng vi s hi lng ca khch hng. H2: Thnh phn dch v gia tng c tng quan dng vi s hi lng ca khch hng. H3: Thnh phn cu trc gi c tng quan dng vi s hi lng ca khch hng H4: Thnh phn thun tin c tng quan dng vi s hi lng ca khch hng. H5: Thnh phn dch v khch hng c tng quan dng vi s hi lng ca khch hng.
Cht lng cuc gi Dch v gia tng Cu trc gi S thun tin Dch v khch hng Hnh 1: M hnh nghin cu xut
H1 H2 H3 H4 H5

S tha mn

2.6 Phng php nghin cu 2.6.1 Thang o Thang o c s dng l thang o Likert 5 im, vi 1 l hon ton khng ng n 5 l hon ton ng . C tham kho thang o ca cc nghin cu i trc v thng qua tho lun nhm hnh thnh thang o chnh thc ph hp vi th trng Nha Trang. Thang o cht lng dch v TTD theo m hnh xut bao gm 26 bin quan st, o lng 5 thnh phn cht lng dch v, (1) cht lng cuc gi gm 5 bin quan st, (2) dch v gia tng gm 5 bin quan st, (3) cu trc gi gm 5 bin quan st, (4) s thun tin gm 6 bin quan st, (5) dch v khch hng gm 5 bin quan st. Thang o s tha mn gm 2 bin quan st. 2.6.2 Mu Nghin cu ny s dng k thut phng vn trc tip bng bng cu hi chi tit vi tt c cc khch hng ca cc nh cung cp dch v thng tin di ng ti Nha Trang. Mu c chn theo phng php phi xc sut c kim tra t l [(Nam 48%, N 52% th phn thu bao cc mng (Vinaphone 8.92% ; Mobifone 29.28% ; Viettel 43.57% ; khc 18.23%) hnh thc thu bao (thu bao tr trc 90%, thu bao tr sau 10%)], vi kch thc mu n = 450. Sau khi thu thp v kim tra tng s bn cu hi thu v l 427 bn, trong c 39 bn khng hp l v thiu thng tin, kt qu l 388 bn cu hi hp l c s dng lm d liu nghin cu. Trong nhm tui di 45 chim 72.2%, nhm tui trn 45 chim 27.8%. Thu nhp
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ch yu t trong vng 1 triu n 5 triu chim 78.9% trong mc thu nhp t 1 n 3 triu chim 48.3%; t 3 n 5 triu chim 30.7%. Trung bnh thu nhp bnh qun u ngi t 3.3 triu/ thng. 2.6.3 Phng php phn tch Cc thang o trong m hnh nghin cu c xy dng bng phng php phn tch nhn t khm ph v kim nh h s Cronbachs Alpha. Phng php m hnh cu trc c s dng kim nh tin cy, gi tr phn bit ca cc khi nim (phn tch CFA), ng thi kim nh cc quan h gi thuyt nghin cu. Phn mm SPSS v AMOS 16 c s dng h tr cho cc phn tch ny. 3 KT QU NGHIN CU V THO LUN 3.1 Kt qu phn tch nhn t khm ph (EFA) Phng php trch nhn t Principal Axis Factoring vi php xoay Promax c s dng. H s KMO = 0,932 vi mc ngha bng 0 (sig. = 0,000). 26 bin c nhm li thnh 05 nhn t. Tng phng sai trch c 53,437% (>50), t chun. (Ni dung cc k hiu ca cc bin ch bo xin xem Bng Ph lc).
Bng 1: Kt qu phn tch nhn t khm ph thang o

Cc bin ch bo Q4_TT3 Q4_TT6 Q4_TT5 Q4_TT4 Q4_TT1 Q4_TT2 Q4_GT1 Q4_GT3 Q4_GT2 Q4_GT4 Q4_GT5 Q4_KH5 Q4_CTG2 Q4_CTG1 Q4_CTG4 Q4_CTG3 Q4_CTG5 Q4_CL2 Q4_CL3 Q4_CL1 Q4_CL4 Q4_CL5 Q4_KH4 Q4_KH1 Q4_KH2 Q4_KH3

1 0,792 0,749 0,694 0,574 0,573 0,540

Nhn t 3

0,817 0,773 0,767 0,680 0,502 0,807 0,710 0,700 0,672 0,643 0,830 0,725 0,670 0.656 0,758 0,662 0,656 0,597

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Nh vy c 5 nhn t c trch rt bao gm 24 bin quan st. Sau khi kim nh Cronbachs alpha ln th hai, thang o cht lng u t yu cu. 3.2 Kt qu phn tch nhn t khng nh (CFA) S ph hp ca m hnh vi d liu th trng c ch ra bi/hoc gi tr xc sut thng k Chi-bnh phng ln hn 0,08, hoc hai ch s GFI v CFI c gi tr ln hn 0,9 v ch s RMSEA di 0,08 (Browne v Cudek, 1992). Trong nghin cu thc t CMIN/df < 5 (vi mu n 200); hay CMIN/df < 3 (khi c mu n 200) th m hnh c xem l ph hp tt (Kettinger v Lee, 1995).
Bng 2: Cc khi nim, trng s nhn t, tin cy ca thang o

Khi nim v cc ch bo Cht lng cuc gi Q4_CL4 Q4_CL3 Q4_CL2 Q4_CL1 Dch v gia tng Q4_GT5 Q4_GT4 Q4_GT3 Q4_GT2 Q4_GT1 Dch v khch hng Q4_KH4 Q4_KH3 Q4_KH1 Q4_KH2 Cu trc gi Q4_CTG5 Q4_CTG4 Q4_CTG3 Q4_CTG2 Q4_CGT1 S tha mn HL2 HL1 S thun tin Q4_TT6 Q4_TT5 Q4_TT4 Q4_TT3 Q4_TT2 Q4_TT1

Trng s nhn t 0,714 0,664 0,719 0,760

tin cy tng hp 0,807

Tng phng sai trch 0,511

0,878 0,769 0,732 0,763 0,758 0,814 0,739 0,692 0,725 0,686 0,730 0,788 0,691 0,719 0,770 0,766 0,763 0,618 0,712 0,909 0,810 0,761 0,729 0,701 0,706 0,691 0,675

0,589

0,502

0,551

0,667 0,506

Thng k ph hp, 2= 604,777; 2/df = 2,129 (<3); p=0,000; TLI = 0,933; CFI = 0,924 (>0,9); RMSEA = 0,054 (<0,08)

T bng 2 cho thy m hnh ph hp vi d liu th trng. Thng k ph hp t yu cu. Cc trng s (chun ha) u > 0,5, c ngha thng k nn cc khi
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nim t gi tr hi t. tin cy tng hp u ln hn 0,6 v tng phng sai trch ca cc khi nim ln hn 0,5, t yu cu cho thy thang o t tin cy. 3.3 Kt qu phn tch m hnh cu trc Cc tc ng v quan h gi thuyt ca m hnh c trnh by bng 3. M hnh c th ni l ph hp vi d liu th trng (2= 604,777; 2/df = 2,129 (<3); p=0,000; TLI = 0,933; CFI = 0,924 (>0,9); RMSEA = 0,054 (<0,08)). Tt c cc h s cu trc u c ngha mc ngha 0,000.
Bng 3: Cc quan h gi thuyt

Quan h ng dn Tha mn Tha mn Tha mn Tha mn Tha mn <--<--<--<--<--Dch v khch hng Cht lng cuc gi Dch v gia tng Cu trc gi S thun tin

c lng chun ha 0,173 0,251 0,248 0,268 0,308

Gi tr P 0,000 0,000 0,000 0,000 0,000

Thng k ph hp, 2= 604,777; 2/df = 2,129 (<3); p=0,000; TLI = 0,933; CFI = 0,924 (>0,9); RMSEA = 0,054 (<0,08)

T bng 3 ta thy cc trng s chun ha u dng, nn cc bin Dch v khch hng, Cht lng cuc gi, Dch v gia tng, Cu trc gi, S thun tin nh hng thun chiu n s tha mn. C 5 gi thuyt u c chp nhn v c ngha thng k. 3.4 Tho lun Trong nghin cu ny S thun tin tc ng mnh nht n s tha mn ca khch hng (trng s hi quy chun ha l 0,308). Cu trc gi tc ng mnh nh (trng s hi quy chun ha l 0,268). Cht lng cuc gi tc ng mng th ba (trng s hi quy chun ha l 0,251). Dch v gia tng tc ng mnh th t (trng s hi quy chun ha l 0,248). Cui cng l dch v khch hng (trng s hi quy chun ha l 0,173). Theo nghin cu ca Phm c K (2006) yu t nh hng mnh nht l cht lng cuc gi, nhng trong nhng nm gn y cht lng cuc gi ngy cng c nng cao bi nhng cng ngh, thit b c lp t nn trong nghin cu cht lng cuc gi ch tc ng th ba. Di ng cng ngy cng ph bin, c th v vy nn s thun tin c khch hng ti Nha Trang quan tm nht. Cu trc gi vn c khch hng quan tm thi im trc nghin cu gi cc gia cc nh cung cp chnh lch kh ln v mc cao so vi cc nc trong khu vc. Yu t ny c th trong tng lai s t cn quan trong bi hin ti gi cc ca cc mng kh tng ng nhau, vo mc trung bnh trong khu vc v c d on s xung mc r so vi khu vc. 4 KT LUN V KHUYN NGH Trn c s l lun v dch v v hi lng khch hng i vi dch v, cng vi cc nghin cu i trc, nghin cu ny thc hin cc nghin cu nh tnh v nh lng iu chnh, b sung thang o cc yu t cht lng dch v vin thng di ng. Cc thang o sau khi iu chnh v b sung u t c tin cy v gi tr
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cho php s dng tt cho nghin cu thc nghim v cht lng dch v cc mng in thoi di ng ti Nha Trang. Bng k thut phn tch m hnh cu trc tuyn tnh (SEM), kt qu nghin cu xc nh c 5 thnh phn cht lng tc ng ln s tha mn ca khch hng i vi cc mng thng tin di ng ti thnh ph Nha Trang. Trong s thun tin tc ng n s tha mn mnh nht, tip n l cu trc gi, cht lng cuc gi, dch v gia tng v cui cng l dch v khch hng. Nghin cu nh lng cng khng nh rng cc gi thit thng k ban u t ra u c ngha. kt qu nghin cu c tnh tng qut cao hn cho c th trng thng tin di ng Vit Nam, cn thc hin nhng nghin cu tip theo cc thnh ph v a phng khc trong c nc. Bn cnh c th a vo m hnh nghin cu cc yu khc ngoi cht lng dch v, chng hn nh qung co, khuyn mi TI LIU THAM KHO
Bitner, M.J. (1990), Evaluating service encounters: The effects of physical surroundings and employee responses, Journal of Marketing, Vol. 54, April, pp. 69-82. Boulding, W., Kalra, A., Staelin, R and Zeithaml, V.A. (1993), A dynamic process model of service quality: from expectation to behavioral intentions, Journal of Marketing Reasearch, Vol. 30, February, pp. 7-27. Edvardsson, B., Thomasson, B., and Ovretveit, J. (1994), Quality in service. Maidenhead, McGraw Hill. Gronroos, C. (1984), Strategic Management and Marketing in the Service Sector (report no. 83-104), Marketing Science Institute, Cambridge, MA. Kettinger, W.J., and Lee, C.C. (1995) Exploring a gap model of information service quality, Information Resources Management Journal, 8(3),pp. 5-16. Kim Moon-Koo., et al,. (2004), The effects of customer satisfaction and switching barrier on customer loyalty in Korean Mobile Telecommunication services, Telecommunication Policy, Vol. 28, pp. 145-159. Kotler, P. (2001), Qun tr Marketing, bn ting Vit NXB Thng k. Parasuraman, A., Zeithaml, V.A., and Berry, L.L.(1985), A conceptual model of service quality and its implications for future reseach, Journal of Marketing, Vol. 49, Fall, pp. 41-50. Phm c K, Bi Nguyn Hng. (2006), 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. c t http://tapchibcvt.gov.vn/vi_VN/tin_noi_bat/2008/1/18546.bcvt ngy 02/03/2010. Phm c K, Bi Nguyn Hng. (2007), Nghin cu s trung thnh ca khch hng i vi dch v thng tin di ng ti th trng TP.HCM. c t http://www.mba15.com/view_news.php?id=491 ngy 02/03/2010. 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 TP HCM, Lun vn thc s Kinh t, H Kinh t TP. HCM.

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PH LC: Bng m ha cc bin ch bo trong m hnh nghin cu

STT M ha 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
Q4_CL1 Q4_CL2 Q4_CL3 Q4_CL4 Q4_CL5

Din gii Thnh phn cht lng cuc gi

Khng xy ra tnh trng nghn mng khi kt ni cuc gi Khng b rt mng Mng c cht lng m thoi r rng Phm vi ph sng rng, gip bn c th lin lc mi ni Tin nhn bn gi v nhn khng b tht lc

Thnh phn dch v gia tng

Q4_GT1 Q4_GT2 Q4_GT3 Q4_GT4 Q4_GT5 Q4_CTG1 Q4_CTG2 Q4_CTG3 Q4_CTG4 Q4_CTG5

Mng c nhiu loi hnh dch v gia tng (cuc gi ch, chuyn vng quc t, dch v nhc ch, GPRS ) Cc dch v hp dn, hu ch Bn c th ng k s dng dch v gia tng d dng Mng thng xuyn cp nht dch v gia tng mi Thi gian khc phc s c dch v nhanh chng

Thnh phn cu trc gi

Mng c nhiu gi cc ph hp vi nhu cu ca bn Gi cc cuc gi phi chng Cch tnh cc cuc gi hp l Gi cc tin nhn SMS phi chng Gi cc dch v gia tng khc hp l

Thnh phn s thun tin

Q4_TT1 Q4_TT2 Q4_TT3 Q4_TT4 Q4_TT5 Q4_TT6 Q4_KH1 Q4_KH2 Q4_KH3 Q4_KH4 Q4_KH5 HL1 HL2

Vic thc hin yu cu chuyn i cc hnh thc thu bao d dng Vic chuyn i cc gi cc dch v d dng Tnh d dng chuyn i t mng ny sang mng khc khi c nhu cu Cc th tc ho mng rt gn nh v d hiu Thi gian lm vic ca vn phng i l ph hp H thng ca hng giao dch nm cc a im thun tin

Thnh phn dch v khch hng

D dng gi vo tng i gii p 24/24 Thi phc v ca nhn vin chu o Nhn vin gii quyt nhanh chng vn ca bn Nhn vin cung cp dch v lun hng dn tn tnh, vui v C nhiu im h tr khch hng

Thang o s tha mn
Bn hon ton tha mn vi dch v Bn hon ton hi lng vi nh cung cp ca mnh

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