B GIO DC V O TO

I HC NNG
--------------

TRN TH BO KHNH

NGHIN CU CC YU T CU THNH
GI TR THNG HIU CNG TY L HNH
VITOURS

Chuyn ngnh: Qun tr kinh doanh

M s: 60.34.01.02

TM TT LUN VN
THC S QUN TR KINH DOANH

Nng - Nm 2015

Cng trnh c hon thnh ti

I HC NNG

Ngi hng dn khoa hc: TS. Nguyn Phc Nguyn

Phn bin 1: TS. Trng Hng Trnh

Phn bin 2: TS. Hunh Huy Ha

Lun vn s c bo v trc hi ng chm Lun vn

tt nghip Thc s Qun tr kinh doanh hp ti i hc
Nng vo ngy 15 thng 08 nm 2015.

C th tm hiu lun vn ti:

- Trung tm thng tin hc liu, i hc Nng
- Th vin trng i hc Kinh t, i hc Nng

M U
1. Tnh cp thit ca ti
Gi tr thng hiu ng vai tr quan trng trong vic xy dng
v pht trin thng hiu. S thnh cng ca mt thng hiu ph
thuc vo mc gi tr m khch hng cm nhn c. Chnh v
vy, nghin cu gi tr thng hiu l mt vn ng quan tm
ca cc doanh nghip ngy nay, c bit l i vi cc doanh nghip
l hnh Vit Nam trong xu hng cnh tranh ton cu.
Cng ty l hnh Vitours qua hn 30 nm xy dng v trng
thnh, t ho l n v lun dn u trong lnh vc kinh doanh du
lch khu vc Min Trung v Ty Nguyn v l mt trong nhng
cng ty l hnh hnh hng u ca Vit Nam.
Xut pht t mc tiu xy dng mt thng hiu vng mnh
trong lng khch du lch v xng ng vi slogan Vitours-Thng
hiu du lch hng u min trung, ti nghin cu cc yu t
cu thnh gi tr thng hiu cng ty l hnh Vitours c chn
nghin cu.
2. Mc tiu nghin cu
- Xc nh c cc yu t cu thnh gi tr thng hiu cng ty
l hnh Vitours, khm ph thang o thc tin gi tr thng hiu
cng ty, theo quan im khch hng.
- xut mt s kin ngh Vitours gi gn v nng cao gi tr
thng hiu cng ty; tng hiu qu hot ng kinh doanh v tng
cng kh nng thu ht, gi chn khch hng.
3. Cu hi nghin cu
- Nhng yu t no cu thnh nn gi tr thng hiu cng ty l
hnh Vitours

2
- Mi lin h gia cc yu t cu thnh gi tr thng hiu v gi
tr thng hiu cng ty l hnh Vitours
- Cn c nhng chnh sch c bn no nng cao gi tr thng
hiu cng ty l hnh Vitours trn th trng?
4. i tng v phm vi nghin cu
i tng nghin cu: Gi tr thng hiu cng ty l hnh nh
gi theo quan im khch hng.
Phm vi nghin cu: Cc khch hng trn a bn Thnh ph
Nng, Hi An, mt s khch du lch trn c nc v mt s nc
khc nh Thailand, Trung Quc,
5. Phng php nghin cu
5.1. Phng php nghin cu
M hnh ha i tng nghin cu thng qua vic xy dng m
hnh v s dng m hnh nh gi.
5.2. Tin trnh nghin cu
Nghin cu c thc hin thng qua hai giai on: nghin cu
s b v nghin cu chnh thc.
5.3. Phng php x l s liu
S dng phn mm SPSS cho ra kt qu x l s liu thng k:
- Kim nh h s tin cy Cronbach Alpha.
- Phn tch nhn t khm ph EFA.
- Phn tch hi quy.
6. ngha ca ti
- Giip cng ty Vitours c th thc hin nghin cu th trng v
xy dng chng trnh truyn thng hiu qu hn.
- Gip cho cc nh lm Marketing v thng hiu nm bt c
mc nh hng ca ngi tiu dng i vi gi tr thng hiu

3
7. B cc ca ti
Chng 1: C S L LUN
Chng 2: THIT K NGHIN CU
Chng 3: KT QU NGHIN CU
Chng 4: KT LUN V KIN NGH
8. Tng quan ti liu nghin cu
Trong cun sch ni ting Managing Brand Equity ca David
A.Aaker nm 1991, ng trnh by khi nim gi tr thng hiu
vi nhng v d v tnh hung thc tin khc nhau, vi m hnh gi
tr thng hiu bao gm bn yu t cu thnh l lng trung thnh
thng hiu, nhn bit thng hiu, cht lng cm nhn v s lin
tng thng hiu. M hnh ny s gip cc nh qun l c ci nhn
r rng hn trong vic xy dng gi tr thng hiu..
Nghin cu ca Kevin Lane Keller a ra m hnh cc thnh
phn cu thnh nn gi tr thng hiu, cn c bit n l m hnh
gi tr thng hiu da trn khch hng (CBBE), m hnh ny c
cng b rng ri trong cun sch Strategic Brand Management
(1998). Khi nim gi tr thng hiu theo m hnh ca Keller rt
n gin: xy dng mt thng hiu mnh, bn phi nh hnh n
nh th no trong tm tr v cm nhn ca khch hng v sn phm
mang thng hiu , phi xy dng hnh nh ng n v thng
hiu khch hng c suy ngh tch cc, c cm xc, nim tin v
nhn thc v n. Keller a bn bc thc hin xy dng thng
hiu mnh theo biu hnh thp.
K tha nhng nghin cu trc , ti gi tr thng hiu
da vo khch hng c tip tc nghin cu trong lnh vc dch v,
c th hn l nghin cu ca Kim v cc cng s (2004) trong
lnh vc nh hng thc n nhanh vi 7 nhn hiu c thc hin

4
nghin cu l Mc Donald, Bunger King, Hardee, KFC, Lotteria,
Popeyes. Mt nghin cu khc c thc hin ti th trng i
Loan l nghin cu ca Liao (2009) vi ti Mi quan h gia
cc yu t cu thnh gi tr thng hiu. Nghin cu c thc hin
trong lnh vc dch v nh hng thc n nhanh Mc Donald
Trong bi vit o lng gi tr thng hiu da vo khch
hng, iu tra thc t ti th trng t Vit Nam c ang trn
Tp ch Khoa hc v Cng ngh, i hc Nng s 3(44)-2011,
Nguyn Trng Sn v Trn Trung Vinh a ra m hnh nghin
cu c nm khi nim nghin cu, trong c bn khi nim c lp
gm: cht lng cm nhn, nhn bit thng hiu, lin tng thng
hiu v trung thnh thng hiu, gi tr ph thuc v ton b gi tr
thng hiu. ti ny thc hin nhm xy dng, pht trin chin
lc v cc chnh sch v thng hiu ca cc nh sn xut v kinh
doanh t ti Vit Nam
Trong ti nghin cu cp b ca Nguyn nh Th v Nguyn
Th Mai Trang nghin cu cc thnh phn ca gi tr thng hiu v
o lng chng trn th trng hng tiu dng Vit Nam, a ra
m hnh l thuyt v mi quan h gia cc thnh phn ca gi tr
thng hiu hng tiu dng trn th thng Vit Nam gm 5 yu t:
nhn bit thng hiu, cht lng cm nhn, ham mun thng hiu,
lng trung thnh thng hiu, thi ca khch hng i vi cc
phng thc chiu th. Kt qu ca m hnh cho thy lng trung
thnh ca ngi tiu dng i vi thng hiu c mi lin h trc
tip vi lng ham mun v cht lng cm nhn; cht lng cm
nhn va l nguyn nhn to nn lng trung thnh thng hiu, va
l nguyn nhn to nn lng ham mun thng hiu.

5
CHNG 1

C S L LUN
1.1. THNG HIU V SN PHM
1.1.1. Khi nim thng hiu v vai tr thng hiu
a. Khi nim
b. c im
c. Vai tr ca thng hiu
1.1.2. Thng hiu v sn phm
C nhiu quan im v thng hiu. C th chia ra thnh hai
quan im chnh.
- Thng hiu l mt thnh phn ca sn phm
- Sn phm l mt thnh phn ca thng hiu
1.2.2. Phng php nghin cu gi tr thng hiu
Hin ti c hai cch o lng gi tr thng hiu:
- o lng gi tr thng hiu theo quan im cng ty thng qua
cc thng s ti chnh ca cng ty.
- o lng gi tr thng hiu theo quan im ca khch hng
thng qua vic nghin cu cm nhn ca khch hng.
Trn th gii hin nay, phng php c s dng ph bin nht
l phng php th nht, o lng thng qua cc thng s ti chnh.
Tuy nhin, Vit Nam hin nay, thng s ti chnh ca cc cng ty
cha c cng khai minh bch v cn mang gi tr s sch nn vic
phn tch qua phng php th nht khng c ngha.
Phng php o lng ph hp nht i vi thng hiu ti Vit
Nam hin nay l o lng cm nhn khch hng i vi thng
hiu. V vy, trong ti ny, tc gi ch tin hnh tp trung vo

6
vic nghin cu v phn tch cc cng c o lng gi tr thng
hiu theo quan im ca khch hng.
1.2.3. Li ch ca gi tr thng hiu
1.3. M HNH CC YU T CU THNH GI TR
THNG HIU
1.3.1. M hnh ca David A. Aaker (1991)
LIN TNG
THNG HIU

CHT LNG
CM NHN
NHN BIT
THNG HIU

GI TR
THNG HIU

TRUNG THNH
THNG HIU

Hnh 1.2 : M hnh ca David A. Aaker (1991)

Gi tr thng hiu theo quan im ca Aaker l mt khi nim
mang tnh a chiu (multidimensional concept). Aaker (1991)
ngh nm thnh phn ca gi tr thng hiu, bao gm: (1) trung
thnh thng hiu, (2) nhn thc thng hiu, (3) cht lng cm
nhn, (4) lin tng thng hiu, (5) v cc ti sn thng hiu khc.
Theo Aaker (1991), gi tr thng hiu to ra gi tr cho khch hng
v doanh nghip, gi tr c to ra cho khch hng s lm tng gi
tr cho doanh nghip. L thuyt gi tr thng hiu ca Aaker c
xem l cung cp nn tng hu ch cho qu trnh qun l v pht
trin thng hiu.
1.3.2. M hnh cc yu t cu thnh gi tr thng hiu ca
Keller 1993, 2001
Gi tr thng hiu theo quan im ca Keller l tp hp nhng
nhn thc ca ngi tiu dng v thng hiu. M hnh gi tr
thng hiu ca Keller cho thy sc mnh ca thng hiu nm
nhng g khch hng bit, cm gic, nhn thy v nghe thy v
thng hiu, l kt qu ca qu trnh tri nghim qua thi gian.

7
Lin tng
thng hiu
Sn phm

NHN
THC TH

Nhn din
thng hiu

Thuc
tnh

ng hnh

KIN

thng hiu

Li ch

THC TH

Phi SP
Chc nng
Tri nghim

S u tin

N TNG

thng hiu

TH

Sc mnh

Thi

Biu tng

thng hiu
ng hnh
thng hiu

(Ngun: Keller 1993, 2001)

Hnh 1.3: M hnh gi tr thng hiu ca Keller
1.3.3. M hnh ca Kim and Kim (2004)
Nghin cu ny o lng gi tr thng hiu nh hng da trn
khch hng, nghin cu c thc hin ti th trng Hn Quc, 7
nhn hiu c thc hin nghin cu l Mc Donald, Bunger King,
Hardee, KFC, Lotteria, Popeyes. Nghin cu cn ch ra s khc nhau
trung bnh v lng trung thnh, cht lng cm nhn, nhn bit
thng hiu, hnh nh thng hiu gia cc nh hng khc nhau.

8
Cht lng
cm nhn
Nhn bit
thng hiu

Gi tr
thng hiu

Hnh nh
thng hiu
Lng trung thnh
thng hiu

Hnh 1.4 : M hnh ca Kim and Kim (2004)

1.3.4. M hnh ca Liao
K tha v pht trin cc m hnh ca nhng nh nghin cu
nu trn, Liao nghin cu trong th trng nh hng thc n
nhanh McDonald v a ra m hnh cc yu t cu thnh gi tr
thng hiu nh sau:

Hnh 1.5: M hnh gi tr thng hiu ca Liao 2009

Nghin cu c thc hin ti i Loan, trn c s tip cn cc
yu t cu thnh gi tr thng hiu ca Aaker, nghin cu ch ra
mi quan h gia cc yu t cu thnh nn gi tr thng hiu ch

9
khng xem xt nh hng ca tng yu t n gi tr thng hiu.
Nghin cu ch ra rng, lin tng thng hiu l yu t quan trng
nht nh hng n lng trung thnh thng hiu. Nhn thc thng
hiu cng nh hng n lng trung thnh thng hiu thng qua
lin tng thng hiu. iu ny cng c ch ra trong cc nghin
cu trc khi lin tng thng hiu ca mt sn phm dch v
c th c lu gi trong tm tr ca ngi tiu dng sau khi nhn
bit thng hiu ca cc sn phm c trong tm tr ca h. Nh
vy lin tng thng hiu lm trung gian cho mi quan h gia
nhn thc thng hiu n lng trung thnh thng hiu.

10
CHNG 2

THIT K NGHIN CU
2.1. TNG QUAN V CNG TY L HNH VITOURS
2.1.1. Gii thiu cng ty l hnh Vitour
Cng ty TNHH MTV l hnh Vitours l Cng ty con thuc Cng
ty C phn Du lch Vit Nam Vitours trn c s tp trung cc u
mi l hnh (Cc phng th trng, i l v my bay, X nghip
vn chuyn).
2.1.2. Qu trnh hnh thnh v pht trin
2.1.3. Chc nng, nhim v, quyn hn
2.1.4. C cu t chc
2.1.5. Sn phm, dch v
2.1.6. H thng phn phi ca Vituors
2.1.7. Cng tc thit k v xy dng gi tr thng hiu ca
Vituors trong thi gian qua
a. Cng tc thit k thng hiu
b. Hot ng xy dng gi tr thng hiu ca Vitours
c. Cng tc nh v v truyn thng thng hiu ca Vitours
thi gian qua
2.2. CC C TH TRONG NGHIN CU GI TR
THNG HIU TRONG KINH DOANH DU LCH V KINH
DOANH L HNH
2.2.1. Cc c tr trong kinh doanh du lch
2.2.2. Cc c th trong kinh doanh l hnh
- Khch hng khng th bit c thng hiu ca doanh nghip
nu khng tri nghim qua cc chuyn du lch cng doanh nghip.

11
- Vic nh gi cht lng ca mt chuyn du lch theo s tiu
chun ha n l cng vic rt kh khn vi doanh nghip kinh doanh
l hnh.
- Tnh ph thuc vo cht lng sn phm ca nh cung cp.
- Khng kh c th phn bit cc chng trnh du lch khc nhau
m ch yu l da vo uy tn, thng hiu ca doanh nghip cung
cp.
2.2.3. Nghin cu gi tr thng hiu trong kinh doanh l
hnh
Trong kinh doanh l hnh, nh gi gi tr thng hiu ph thuc
vo rt nhiu s nh gi t cc gii hu quan ca cng ty nh: cc
khch hng trc tip mua chng trnh du lch, cc h thng phn
phi ca doanh nghip, cc cng ty l hnh hp tc vi doanh
nghip,....
Gi tr thng hiu ph thuc vo nhiu yu t: c im ngun
khch m cng ty khai thc, cc cng ty l hnh cng nh cc t
chc m cng ty hp tc. T , gi tr thng hiu ca cng ty c
nh gi khc nhau do c im ca cc i tng ny.
2.3. M HNH NGHIN CU V GI THUYT CC YU
T CU THNH GI TR THNG HIU CNG TY L
HNH VITOURS
2.3.1. M hnh nghin cu

12
NHN BIT
THNG HIU
CHT LNG CM

H1
H2

NHN THNG HIU

GI TR

H3

THNG HIU

LNG TRUNG THNH

THNG HIU

H4

S LIN TNG
THNG HIU

Hnh 2.3 M hnh nghin cu xut

2.3.2. Gi thuyt nghin cu
Gi thuyt H1: Tn ti mi quan h dng gia mc nhn
bit thng hiu v gi tr thng hiu.
Gi thuyt H2: Tn ti mi quan h dng gia cht lng cm
nhn thng hiu v gi tr thng hiu.
Gi thuyt H3: Tn ti mi quan h dng gia lng trung
thnh thng hiu v gi tr thng hiu.
Gi thuyt H4: Tn ti mi quan h dng gia s lin tng
thng hiu v gi tr thng hiu.

13
2.4. QUY TRNH NGHIN CU
C s
l thuyt

Tho lun
nhm: iu
chnh

Thang
o nhp
1

nh lng
chnh thc
(n=300)

Phn tch
d liu

Thang o
chnh thc

- M ha
- Nhp liu
- Thng k m t
- Phn tch Cronbachs
Alpha
- Phn tch nhn t EFA
- Kim nh m hnh

Thang
o nhp
2

nh lng
s b
(n=50)

- Phn tch
Cronbachs Alpha
- Phn tch nhn t
EFA

Vit bo co

Hnh 2.4: S quy trnh nghin cu

2.5. XY DNG THANG O
2.6. NGHIN CU S B NH TNH
Phng php: tho lun nhm tp trung. Nghin cu ny dng
iu chnh, b sung cc thang o cc thnh phn gi tr thng hiu
cho ph hp vi gi tr thng hiu cng ty l hnh.

14
2.7. NGHIN CU S B NH LNG
2.7.1. Cng c nghin cu
S dng phn mm thng k SPSS 16.0 tin hnh kim tra tin
cy thang o vi n=50. Cc thang o ny c iu chnh thng qua
k thut chnh: phng php h s tin cy Cronbachs Alpha v
phng php phn tch yu t khm ph EFA.
2.7.2. Phn tch d liu
Phn tch h s tin cy Cronbachs Alpha v phn tch nhn t
khm ph EFA.
2.7.3. Thang o chnh thc
Cc thang o sau khi c iu chnh, b sung v kim nh
tin cy trong nghin cu nh lng s b s c xy dng thnh
thang o chnh thc dng cho nghin cu tip theo.
Theo , thang o nhn bit thng hiu cn li 5 bin quan st
t AW1 n AW5, thang o cht lng cm nhn cn li 5 bin quan
st k hiu t PQ1 n PQ5, v thang o gi tr thng hiu cn 3
bin quan st k hiu t BE1 n BE3, cc thang o khc gi nguyn
NHN BIT THNG HIU (AW)
AW1: Ti c th d dng nhn bit Vitours trong cc loi
thng hiu l hnh khc
AW2: Ti c th d dng phn bit TH Vitours vi cc thng
hiu khc
AW3: Cc c im ca TH Vitours c th n vi ti mt
cch nhanh chng
AW4: Ti c th nh v nhn bit Logo ca Vitours mt cch
nhanh chng
AW5: Ti c th hnh dung ra TH Vitours khi nhc n n
CHT LNG CM NHN (PQ)
PQ1: C s vt cht ca Vitours rt tt
PQ2: i ng nhn vin ca Vitours phc v ht mnh
PQ3: Ti cm thy an tm khi s dng dch v ca Vitours
PQ4: Cc im n trong cc chng trnh du lch ca Vitours
rt hp dn
PQ5: Ti hon ton tin tng vo cht lng dch v ca Vitours

Thang o
Kim and
Kim
(2004),
Aaker
(1991)

Thang o
Kim and
Kim
(2004),
Aaker
(1991)

15
LIN TNG THNG HIU (BA)
BA1: Hnh nh thng hiu ca Vitours rt c o so vi cc
thng hiu cnh tranh.
BA2: Thng hiu Vitours l mt thng hiu l hnh ni
ting trn th trng min Trung
BA3: Ti yu mn v tin tng cng ty Vitours v to ra cc
sn phm du lch cht lng
BA4: Vitours l mt thng hiu quen thuc vi ti
LNG TRUNG THNH THNG HIU (BL)
BL1: Kh nng mua tour Vitours ca ti rt cao
BL2: Khi c nhu cu i du lch, Vitours s l nh cung cp u
tin ti ngh n
BL3: Ti cho rng Vitours l la chn cho chuyn du lch ca
mnh
BL4: Nu Vitours cha c tour theo nhu cu ca ti, ti s i
ch khng mua tour ca cc thng hiu l hnh khc
BL5: Ti s gii thiu Vitours cho nhng khch hng khc c
mong mun i du lch
BL6: Ti cho rng ti l khch hng trung thnh ca Vitours
GI TR THNG HIU (BE)
BE1: Nu c mt thng hiu l hnh khc c chng trnh du
lch ging nh Vitours, ti thch mua tour ca Vitours
BE2: Nu c mt thng hiu l hnh khc cng tt nh
Vitours, ti vn thch mua tour ca Vitours
BE3: Nu mt thng hiu l hnh khc cht lng dch v
khng khc Vitours bt c t no, th mua tour ca Vitours s
l mt quyt nh khn ngoan.

Thang o
Kim and
Kim
(2004),
Aaker
(1991

Thang o
Kim and
Kim
(2004),
Aaker
(1991)

Thang o
Kim and
Kim
(2004),
Aaker
(1991)

2.7.4. Thit k bng cu hi iu tra khch hng

Bng cu hi c thit k gm 2 phn nh sau:

Phn I ca bng cu hi c thit k thu thp nh gi ca

khch hng v gi tr thng hiu cng ty l hnh.

Phn II ca bng cu hi l cc thng tin phn loi i tng

phng vn.
Tc gi xy dng 2 bng cu hi cho 2 i tng khch hng ca
cng ty l hnh l c nhn v cng ty l hnh

16
2.8. NGHIN CU NH LNG CHNH THC
2.8.1. Phng php thu thp thng tin v c mu
Thng tin d liu c thu thp thng qua iu tra, s dng k
thut phng vn trc tip cc khch hng c nhn ca cng ty. Mu
c chn theo phng php thun tin.
2.8.2. K hoch phn tch d liu
a. M ha bng cu hi
b. Mt s phng php phn tch d liu c s dng ch
yu trong ti
- Lp bng m t tn s m t mu thu thp theo cc thuc tnh
xc nh phn II trong cu trc bng cu hi
- Phng php kim nh tin cy thang o qua h s
Cronbachs AlphaPhng php phn tch nhn t khm ph EFA
- Phng php hi quy a bin

17
CHNG 3

KT QU NGHIN CU
3.1. PHN TCH M T
3.1.1. Thng tin mu
Mu iu tra c chn l 300 khch hng. Thc hin phng vn
thng qua bn cu hi c pht ra v sau s dng phn mm
SPSS x l v phn tch d liu.
Tng s bng cu hi pht ra l 300, thu v 267.
i tng tham gia phng vn ch yu l n (62.2%) v tp
trung ch yu trong tui 18-30 tui(41,9%)
Khch hng phng vn tp trung ch yu l khch hng c
nhn (74.5%) v i tng ny d tip cn cc khch hng l cng ty
l hnh
3.1.2. Thng k gi tr th hin ca cc cu tr li
3.2. KIM NH THANG O
3.2.1. nh gi thang o bng h s tin cy Cronbachs Alpha
Kt qu kim nh Cronbachs Alpha, thang o ng tin cy
tin hnh phn tch tip theo .
3.2.2. nh gi thang o bng phn tch nhn t khm ph EFA
Kt qu thc hin vi 23 bin quan st ban u sau khi thc hin
php phn tch nhn t ta c 5 nhn t c rt ra vi phng sai
trch 77.584% (gii thch 77.584% bin thin ca d liu). Kt qu
tin cy Cronbachs Alpha c tnh li cho tng bin tim n.
Kt qu thang o gi tr thng hiu gm c 4 thnh phn:
Thnh phn nhn bit thng hiu (AW) gm c 5 bin quan st
gm AW1, AW2, AW3, AW4, AW5
Thnh phn cht lng cm nhn (PQ) gm 5 bin quan st PQ1,
PQ2, PQ3, PQ4, PQ5
Thnh phn lin tng thng hiu (BA) gm 4 bin quan st
BA1, BA2, BA3, BA4

18
Thnh phn lng trung thnh thng hiu (BL) gm 5 bin quan
st BL1, BL2, BL3, BL5, BL6
3.3. KIM NH M HNH
3.3.1. nh gi ph hp ca m hnh
R2 hiu chnh ca m hnh l 0.746 hay 74.6% s bin thin ca
gi tr thng hiu c gii thch bi mi lin h tuyn tnh ca cc
bin c lp.
3.3.2. Kim nh s ph hp ca m hnh
Gi thuyt H0: 2 = 3 = 4 = 5
kim nh ph hp ca m hnh hi quy tuyn tnh a bi
ta dng gi tr F bng phn tch ANOVA sau:
ANOVAb
Sum of
Mean
Model
Squares
df
Square
F
1
Regression
147.337
4
36.834 195.978
Residual

49.243

262

Sig.
.000a

.188

Total
196.581
266
a. Predictors: (Constant), LIEN TUONG TH, NHAN BIET
THUONG HIEU, CHAT LUONG CAM NHAN, LONG TRUNG
THANH TH
b. Dependent Variable: GIA TRI TH
Gi tr sig. ca tr F ca m hnh rt nh (nh hn mc ngha)
nn ta bc b gi thuyt H0, nh vy m hnh ph hp vi tp d
liu v c th suy rng ra cho ton tng th.
3.3.3. ngha cc h s hi quy ring phn trong m hnh
kim nh vai tr quan trng ca cc bin c lp tc ng
nh th no n bin ph thuc. Hay ni cch khc, l vic nh
gi mc nh hng ca cc nhn t nhn bit thng hiu, cht
lng cm nhn, lin tng thng hiu, lng trung thnh thng

19
hiu nh hng nh th no n gi tr thng hiu cng ty l hnh
Vitours
Coefficientsa
Standar
dized
Unstandardized Coeffici
Coefficients
ents
Model
1 (Constant)

Std.
B
Error
.336
.165

Beta

Collinearity
Statistics
t
Sig.
2.038 .043

Tolera
nce

VIF

NHAN BIET
THUONG HIEU

.234

.043

.242 5.487

.000

.493

2.029

CHAT LUONG
CAM NHAN

.296

.052

.245 5.669

.000

.511

1.956

LONG TRUNG
THANH TH

.485

.049

.462 9.899

.000

.439

2.280

LIEN TUONG TH
.073
a. Dependent Variable: GIA
TRI TH

.039

.063 1.846

.066

.813

1.230

Cc gi tr sig. ca 4 thnh phn: lng trung thnh (sig.=.000) <

0.05, nhn bit thng hiu (sig.= .000) < 0.05, cht lng cm nhn
(sig.= .000) <0.05 nn c ngha v mt thng k. C ngha cc bin
lng trung thnh, nhn bit thng hiu, cht lng cm nhn, u
c tc ng n gi tr thng hiu ca cng ty. Ring thnh phn
lin tng thng hiu (sig. = 0.066) >0.05 nn thnh phn ny
khng c nh hng n gi tr thng hiu cng ty l hnh Vitours.
Ta c m hnh:
Gi tr thng hiu = 0.336 + 0.234(nhn bit thng hiu) +
0.296(cht lng cm nhn) +0.485(lng trung thnh thng hiu)

20
3.3.4. Kim nh hin tng t tng quan trong m hnh
kim nh m hnh hi quy c hin tng t tng quan hay
khng, chng ta s dng phng php thng k d Durbin Watson:
Model Summaryb
Adjusted R Std. Error of
DurbinModel
R
R Square
Square
the Estimate
Watson
a
1
.866
.750
.746
.43353
1.819
a. Predictors: (Constant), LIEN TUONG TH, NHAN BIET
THUONG HIEU, CHAT LUONG CAM NHAN, LONG TRUNG
THANH TH
b. Dependent Variable: GIA TRI TH
Kim nh gi thit:
H0: = 0 (ngha l khng c t tng quan trong m hnh)
H1: # 0 (ngha l tn ti hin tng t tng quan trong m
hnh)
T kt qu chy phn mm SPSS, ta tnh c h s d Durbin
Watson d = 1.819
Vi mc ngha 5%, s bin c lp ca m hnh k = 4 v s
bin quan st n = 267, ta tm c gi tr ti hn dU =1.810 v dL
=1.728 T ta tnh c 4 dU = 2.190
Ta nhn thy, dU < d < 4 dU , theo quy tc kim nh d Durbin
Watson ta chp nhn gi thit H0, bc b H1 ngha l m hnh hi quy
khng tn ti hin tng t tng quan hay ni cch khc iu ny
chng t khng c s t tng quan gia cc phn d. Ngha l m hnh
hi quy khng vi phm gi nh v tnh c lp ca sai s.
3.3.5. Kim nh hin tng a cng tuyn trong m hnh
Theo kt qu chy SPSS nh bng trn, ta thy h s VIF u
nh hn 5 nn m hnh hi quy ny khng tn ti hin tng a cng
tuyn.

21
CHNG 4

KT LUN V HM CHNH SCH

4.1. NH GI KT QU NGHIN CU
Qua qu trnh phn tch v nghin cu, chng ta thy c vai
tr ca cc nhn t cu thnh ca gi tr thng hiu cng ty l hnh
Vitours, vi nhng c tnh ring c ca sn phm mang tnh v
hnh, gi tr thng hiu cng ty l hnh Vitours c cu thnh bi
3 nhn t: cht lng cm nhn, lng trung thnh thng hiu, nhn
bit thng hiu. Hai thnh phn c nh hng mnh nht v c
ngha thng k n gi tr thng hiu cng ty l hnh Vitours l
cht lng cm nhn (Beta = 0.296) v lng trung thnh thng hiu
(Beta = 0.485).
4.2. HM CHNH SCH
4.2.1. Nng cao cht lng cm nhn
a.Chng trnh du lch
- To ra nhng chng trnh du lch mi l hn:
- Ci tin cc chng trnh du lch hin c
- xut mt s chng trnh du lch mi l cho cng ty:
Chng trnh du lch sng nc, Chng trnh du lch ng qu,
Chng trnh du lch t thin, Chng trnh du lch bng xe my,...
b. Hon thin c s vt cht k thut
c. Hon thin i ng ngun nhn lc
d. Hon thin cng tc chm sc khch hng
- T vn khch hng:
- Qun tr quan h khch hng sau mi chng trnh du lch
- X l cc li phn nn ca khch

22
e. y mnh cng tc nghin cu th trng
4.2.2. Gia tng v duy tr lng trung thnh i vi thng
hiu Vitours
- Khng ngng nng cao cht lng chng trnh du lch hin
c cho ph hp vi nhu cu ca khch hng nh:
+ Nng cao cht lng chng trnh du lch.
+ Tng cng hot ng kim tra cht lng sn phm, cc dch
v trong qu trnh t chc thc hin CTDL.
+ Kim sot cc im n, cc c s lu tr, nh hng, quy trnh
thc hin ca nhn vin.
- Xy dng mng li phn phi:
+ Cng ty cn phi cng c h thng phn phi: mc ch ca
vic ny l s thun li cho khch hng khi c nhu cu i mua tour.
+ Pht trin thm s lng cc trung gian trong knh: m rng
h thng phn phi, tm kim thm khch hng tim nng, tng
cng thc v thng hiu ca khch hng nhng khu vc th
trng tim nng.
- Mt s gii php h tr
+ Hon thin phn mm qun l thng tin khch hng.
+ i vi mt s khch hng c gi tr hp ng ln, quan h
lm n lu di vi Vitours nn cho h hng mt mc gi c li hn
so vi cc khch hng khc
+ Tch ly im.
4.2.3. Nng cao mc nhn bit thng hiu
Thay i thi v nhn thc ca mi ngi v Vitours bng
cch tng cng cc hot ng qung co v khuch trng thng
hiu.

23
In logo trn o, m, bt vit, xe t, cc chai nc v cc vt
dng khc nh tiu th, phong b, email v mu fax cho ti danh
thip v ha n,
Nng cao cc tnh nng cho website ca cng ty.
Cho treo bng rn hoc bin qung co v cc chng trnh du
lch nhng ni ng ngi qua li hoc t tp.
4.3. HN CH CA TI V HNG NGHIN CU TIP
THEO
Hin nay, Vitours t ho l thng hiu l hnh hng u ti
min Trung, nhng do hn ch v thi gian, khng gian, cng nh
chi ph nn nghin cu ny ch mi c tin hnh trn a bn
Thnh ph Nng v Hi An, kh nng tng qut ha kt qu ca
n s cao hn nu n c lp li cc thnh ph khc.
Nghin cu c thc hin theo phng php thun tin (l mt
trong nhng phng php chn mu phi xc sut) v kch thc mu
tng i nh nn tnh i din cn thp. Nghin cu tip theo c th
tin hnh vi s lng mu ln tnh i din cho tng th c tt
hn.
Vi thi gian ngn, v kinh ph thc hin c hn nghin cu ch
mi kho st nh hng ca cht lng cm nhn, lin tng thng
hiu, nhn bit thng hiu, lng trung thnh khch hng n gi tr
thng hiu. Trn thc t ngoi nhng nhn t c phn tch th
cn mt s nhn t khc gp phn gii thch gi tr thng hiu nh
lng ham mun thng hiu, thi i vi chiu th m ti cha
nghin cu. y cng l gi hng nghin cu tip theo.
o lng thang o v kim nh m hnh l thuyt tt hn,
cc phng php phn tch hin i cn c s dng nh m hnh
cu trc tuyn tnh SEM.

24

KT LUN
Thng qua ti " Nghin cu cc yu t cu thnh gi tr thng
hiu cng ty l hnh Vitours" h thng ha nhng vn c bn v
thng hiu, gi tr thng hiu, nghin cu gi tr thng hiu trong
kinh doanh dch v ni chung v kinh doanh l hnh ni ring, trn c
s tm ra cc yu t cu thnh gi tr thng hiu cng ty l hnh.
Tc gi thit lp quy trnh nghin cu gm hai bc c bn l nghin
cu s b gm k thut nghin cu nh tnh bng phng php tho
lun nhm v nghin cu s b nh lng bng cch phng vn vi s
lng mu l 50 nhm xc nh thang o chnh cho nghin cu chnh
thc, nghin cu chnh thc c thc hin bng phng php nghin
cu nh lng, dng k thut thu thp thng tin bng phng vn khch
hng. Trn c s tm hiu l thuyt, kt hp vi kt qu cc cng trnh
nghin cu i trc tc gi xy dng m hnh nghin cu cc nhn t
cu thnh gi tr thng hiu gm 4 nhn t nh hng. Thng qua kt
qu kim nh m hnh trn phn mm SPSS 16.0 cho thy trong 4
nhn t trn c 3 nhn t cu thnh gi tr thng hiu l cht lng
cm nhn, nhn bit thng hiu v lng trung thnh thng hiu.
Trong , nhn t lng trung thnh thng hiu c tc ng mnh nht
n gi tr thng hiu.
Trong xu th pht trin kinh t du lch chung ca c nc, ti
mang li mt s ngha thc tin cho Vitours ni ring v cc doanh
nghip kinh doanh l hnh ni chung nm bt c mc nh hng
ca ngi tiu dng, t gip nh qun tr trong lnh vc ny phn b
ngn sch hp l khi tin hnh qung b thng hiu.
Tuy nhin, d c nhiu c gng nhng ti vn cn tn ti mt
s hn ch nht nh. S lng mu kho st tuy ph hp vi yu
cu nhng nu tin hnh vi s lng mu ln hn th c th a ra
kt qu khi qut hn.