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Pham Le Hong Nhung - 228-245 - PDF
Pham Le Hong Nhung - 228-245 - PDF
Trng i hc Cn Th
ABSTRACT
Structural Equaltion Modeling was employed to examine relationships of service quality,
satisfaction and loyalty of customers of supermarkets in Cantho city. The resuts identifies
5 dimensions with 24 attributes of a measure of supermarket service quality: tangibles,
reliability, responsiveness, assurance, and empathy. The results also indicate that service
quality diretly and positively influence customer satisfaction. Customer satisfaction has a
positive relationship with and direct affect on customer loyalty. However, the findings
indicate that service quality has an indirect affect on customer loyalty moderated by
customer satisfaction. The results also provides the dimensions for service quality
management, enhance customer sastisfaction, retaining existing customer of supermarket
in Cantho city. The study also propose the conceptual framework of the relationship
between service quality, satisfaction and customer loyalty for future research.
Keywords: Service quality, satisfaction, loyalty, supermarket, Cantho city, SEM, CFA,
EFA
Title: Application of Strutural Equaltion Modeling to Examine the structural
relationships of Service Quality, Satisfaction and Customer Loyalty: A Case
study of supermarkets in Can Tho city
TM TT
Nghin cu s dng phng php phn tch cu trc tuyn tnh (SEM) kim nh mi
quan h gia cht lng dch v, s hi lng v lng trung thnh ca khch hng i vi
dch v siu th ti thnh ph Cn Th. Kt qu nghin cu xc nh thang o cht
lng dch v siu th cho th trng Cn Th bao gm 5 thnh phn: hng ha, kh
nng phc v ca nhn vin, thnh phn trng by, khng gian mua sm v cc yu t an
ton ti siu th vi 17 bin quan st. Kt qu nghin cu cng cho thy cht lng dch
v tc ng trc tip v cng chiu n s hi lng ca khch hng, s hi lng cng tc
ng cng chiu v trc tip n lng trung thnh ca khch hng, nhng cht lng
dch v khng tc ng trc tip n lng trung thnh m tc ng n lng trung thnh
thng qua s hi lng ca khch hng. Kt qu nghin cu ny cung cp c s v qun
tr cht lng dch v, nng cao s hi lng v tng t l khch hng trung thnh cho nh
qun tr siu th ti th trng thnh ph Cn Th. Ngoi ra cn gp phn b sung m
hnh l thuyt v quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng cho cc nghin cu tip theo.
T kha: Cht lng dch v, s hi lng, lng trung thnh, siu th, thnh ph Cn
Th, SEM, CFA, EFA
228
Trng i hc Cn Th
1 S CN THIT NGHIN CU
Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca khch
hng c rt nhiu nh nghin cu kim nh (Zeithaml et al., 1996; Coronin &
Taylor, 1992; Kotler et al., 1999; Swarbrooke & Horner, 1999; Chen & Hsieh
2006; Namkung & Jang 2006; Kim et al., 2005; Chen 2008; Choi & Chu, 2001;
Chi & Qu, 2007; Ladhari, Brun & Morales, 2008; Ho et al., 2006; Nguyn &
Nguyn, 2003; Phm & Kullada, 2009); v l thuyt ny tr thnh chm ngn
cho lnh vc kinh doanh dch v trong vic gi chn khch hng c v thu ht
khch hng mi. Cc nh tip th dch v nhn thy rng thnh cng cn phi
nng cao cht lng dch v, lm hi lng khch hng. Nhiu nghin cu
chng minh rng c mi 5% t l duy tr khch hng s lm tng li nhun t 25
95% li nhun (Reichheld, 1996; Reichheld & Sasser, 1990, trch t Chi & Qu,
2007). iu ny cho thy vic duy tr c khch hng c rt c ngha v quan
trng i vi cc doanh nghip kinh doanh dch v.
Hin nay, dch v siu th bn l ang phi i mt vi p lc cnh tranh gay gt
gia cc t chc kinh doanh siu th: t s cnh tranh ca cc siu th hin c trn
a bn, cc chui ca hng t chn, siu th mini G7Mart, cc trung tm mua sm,
s xm nhp ca cc i gia trong ngnh siu th bn l trong nc cng nh
nc ngoi... Trong bi cnh ngi tiu dng ngy cng c nhiu c hi la
chn ni mua sm v ngy cng c nhng yu cu cao hn v cht lng dch
v th tn ti v pht trin cc doanh nghip cn quan tm n nh gi ca
khch hng v cht lng dch v ca doanh nghip, qua c bin php gi
khch hng c, thu ht khch hng mi.
Cc nghin cu v cht lng dch v ngnh bn l xy dng m hnh cht
lng dch v l mt khi nim a hng bao gm nhiu thnh phn phn nh
thuc tnh ca cht lng dch v, chng hn nh nghin cu ca Dabholkar et al.
(1996) kim nh ti th trng M, Mehta et al. (2000) kim nh ti th trng
Singapore; ti Vit Nam, hin ch c mt nghin cu ca Nguyn Th Mai Trang
v Nguyn nh Th (2003) kim nh thang o cht lng dch v v kim nh
mi quan h gia cht lng dch v v lng trung thnh ca khch hng ti cc
siu th trn th trng thnh ph H Ch Minh.
Tuy nhin, s lng v ni dung cng nh o lng cc thnh phn cht lng
dch v v mi quan h gia gia cht lng dch v, s hi lng v lng trung
thnh thay i theo tng th trng c th. V vy nghin cu Kim nh mi quan
h gia cht lng dch v, s hi lng v lng trung thnh c thc hin nhm
mc ch kim nh li thang o nh gi cht lng dch v v kim nh mi
quan h gia cht lng dch v, s hi lng v lng trung thnh ca khch hng
i vi dch v siu th trn a bn thnh ph Cn Th. T s gip cc nh
kinh doanh dch v siu th bn l ti th trng Cn Th hiu r hn v nhn thc
ca khch hng i vi cht lng dch v. Bn cnh gip cc doanh nghip
bn l ti Cn Th nm bt c mc quan trng trong vic nng cao cht
lng dch v, nng cao s hi lng ca khch hng c c t l duy tr khch
hng tht cao, tit kim chi ph trong vic thu ht khch hng mi.
229
Trng i hc Cn Th
2 MC TIU NGHIN CU
Nghin cu tin hnh kim nh mi quan h gia cht lng dch v, s hi lng
v lng trung thnh ca khch hng i vi dch v siu th trn a bn thnh ph
Cn Th vi mc tiu c th nh sau: (1) Xy dng b thang o thnh phn cht
lng dch v, s hi lng v lng trung thnh ca khch hng i vi dch v siu
th; (2) Kim nh v hiu cc thang o cht lng dch v, s hi lng v lng
trung thnh ca khch hng i vi dch v siu th; (3) Kim nh mi quan h
gia cht lng dch v, s hi lng v lng trung thnh ca khch hng i vi
dch v siu th.
3 PHNG PHP NGHIN CU
3.1 Thang o
Thang o cht lng dch v
Cht lng dch v l s chnh lch gia k vng ca khch hng v dch v m
h mong mun v s cm nhn v dch v m h s dng (William & Buswell,
2003; Parasuraman et al., 1994). Parasuraman et al. (1994) cng xut b tiu
ch 5 thnh phn gm 22 bin quan st o lng cht lng dch v, bao gm:
Hu hnh, tin cy, p ng, m bo, cm thng.
Nhiu nh nghin cu s dng thang o cht lng dch v ny kim nh
cho nhiu loi hnh dch v khc nhau nhng th trng khc nhau (Cronin &
Taylor, 1992; Song & Wu, 2006; Paulins, 2005; Tsaur et al., 2002; Akbaba, 2006;
Nguyn & Nguyn 2003). Trong , Nguyn & Nguyn (2003) thc hin kim
nh thang o o lng cht lng dch v siu th ti a bn thnh ph H Ch
Minh v kt lun rng, thang o cht lng dch v siu th bao gm 5 thnh phn:
hng ha, trng by, mt bng, an ton trong siu th v kh nng phc v ca
nhn vin vi 19 bin quan st.
ti nghin cu s dng thang o cht lng dch v cho ngnh siu th ti Vit
Nam (Nguyn & Nguyn, 2003) vi s iu chnh v b sung bin quan st ph
hp vi th trng ti thnh ph Cn Th. Thang o cc thnh phn cht lng
dch v bao gm 5 thnh phn: Hng ha, trng by, mt bng, an ton trong siu
th v kh nng phc v ca nhn vin c o lng bng 20 bin quan st
(c nh gi theo thang o likert 5 mc t 1 Rt khng tt n 5 Rt tt)
c trnh by trong bng 1.
Thang o s hi lng ca khch hng
Nhiu nh nghin cu nh ngha s hi lng ca du khch l kt qu ca s
tng tc gia gi tr cm nhn v mong i ca du khch v im n (Pizam,
Neumann, Reichel, 1978 v Oliver, 1980).
Oliver (1980) cho rng s chnh lch gia gi tr k vng v gi tr cm nhn v
cch m sn phm du lch tc ng n cm xc ca du khch s quyt nh mc
hi lng ca du khch i vi sn phm . nh ngha ny c th gy nhm
ln gia s hi lng v cht lng dch v, tuy nhin nhiu nh nghin cu
khng nh cht lng dch v v s hi lng c quan h vi nhau nhng l 2 khi
nim hon ton khc nhau (Bitner, 1990; Parasuraman et al., 1988; Baker &
230
Trng i hc Cn Th
Tiu ch
Hng ha
Nhn vin
Trng by
Mt bng
An ton
Thnh phn
Hng tiu dng hng ngy rt y
C nhiu mt hng la chn
Hng ha c nhn mc, xut x r rng
C nhiu mt hng mi
Nhn vin lun sn sng phc v bn
Nhn vin phc v nhanh nhn
Nhn vin gii p tn tnh nhng thc mc
Nhn vin trang phc gn gng, lch thip
Nhn vin rt thn thin, vui v
m nhc v nh sng trong siu th rt tt
Hng ha trng by d tm
Bng ch dn hng ha r rng
Quy, k t thit k thun tin
Thit b thanh ton hin i
Khng gian siu th rng ri
Khu vc mua sm sch s, thong mt
Bi gi xe rng ri
H thng phng chy cha chy tt
Li thot him r rng
Khng b lo mt cp ti sn, tin bc
K hiu
HH1
HH2
HH3
HH4
NV1
NV2
NV3
NV4
NV5
TB1
TB2
TB3
TB4
TB5
MB1
MB2
MB3
AT1
AT2
AT3
231
Trng i hc Cn Th
s hi lng v ngc li (Phm & Kullada, 2009; Nadiri et al., 2008; Chen, 2008;
Ho et al., 2006; Kim et al., 2005; Nguyn & Nguyn, 2003).
Ngoi vic nh hng trc tip n s hi lng ca khch hng, cht lng dch v
cng c mi quan h vi lng trung thnh ca khch hng, tc ng trc tip v
cng chiu n lng trung thnh ca khch hng (Phm & Kullada, 2009; Nguyn
& Nguyn, 2003; Zeithaml et al., 1996; Cronin & Taylor, 1992; Baker &
Crompton, 2000). Tuy nhin, c mt s nghin cu cho thy cht lng dch v
khng nh hng trc tip n lng trung thnh ca khch hng. Cht lng dch
v s tc ng gin tip n lng trung thnh thng qua s tha mn ca khch
hng (Chen, 2008; Chen & Hsieh, 2005; Namkung & Jang, 2006).
C rt nhiu nghin cu khng nh mi quan h c ngha gia s hi lng v
lng trung thnh ca khch hng. S hi lng tc ng trc tip v cng chiu n
lng trung thnh ca khch hng (Zeithaml et al., 1996; Coronin & Taylor, 1992;
Kotler et al., 1999; Swarbrooke & Horner, 1999; Chen & Hsieh 2006; Namkung &
Jang 2006; Kim et al., 2005; Chen 2008; Choi & Chu, 2001; Chi & Qu, 2007;
Ladhari, Brun & Morales, 2008; Ho et al., 2006; Chen & Hsieh, 2006; Nguyn &
Nguyn, 2003; Phm & Kullada, 2009). Nhng nghin cu ny kt lun, khi s
tha mn ca khch hng tng ln s dn n vic khch hng s sn lng tip tc
s dng dch v v sn lng gii thiu cho ngi khc v dch v .
3.3 M hnh nghin cu xut
Hng ha
Mt bng siu th
Cht lng
dch v siu
H1
S hi lng ca
khch hng
H3
H2
Lng trung thnh
ca khch hng
Trng i hc Cn Th
Trng i hc Cn Th
Trng i hc Cn Th
Bin quan st
Nhn vin rt thn thin, vui v
Nhn vin phc v nhanh nhn
Nhn vin lun sn sng phc v
Nhn vin gii p thc mc tn tnh
C nhiu mt hng la chn
Hng tiu dng hng ngy rt y
C nhiu mt hng mi
Khng b lo mt cp ti sn, tin bc
Li thot him r rng
Bi gi xe rng ri
H thng phng chy cha chy tt
Bng ch dn hng ha r rng
Quy, k t thit k thun tin
Hng ha trng by d tm
Khu vc mua sm sch s, thong
mt
Khng gian siu th rng ri
Nhn vin trang phc gn gng
Hng ha c nhn mc, xut x r
rng
K
hiu
NV5
NV2
NV1
NV3
HH2
HH1
HH4
AT3
AT2
MB3
AT1
TB3
TB4
TB2
MB2
MB1
NV4
HH3
1
(NV)
0,869
0,803
0,668
0,606
Nhm nhn t
2
3
4
(HH) (AT) (TB)
5
(KG)
0,924
0,685
0,437
0,808
0,614
0,580
0,509
0,798
0,580
0,562
0,792
0,682
0,429
0,399
Trng i hc Cn Th
vi d liu th trng (CFI = 0,926, TLI = 0,904, v RMSEA = 0,069). Tuy nhin
ch c hai thnh phn t c tnh n hng l trng by (TB) v khng gian
(KG), thnh phn cn li c mi tng quan gia cc sai s ca cc bin quan st
nn chng khng t tnh n hng.
H s tng quan gia cc thnh phn vi sai lch chun km theo (bng 3) cho
chng ta thy cc h s ny nh hn 1 (c ngha thng k). V vy, cc thnh
phn nhn vin, hng ha, an ton, trng by v khng gian u t gi tr
phn bit.
Gi tr v tin cy ca thang o s c nh gi qua h s tin cy tng hp v
phng sai trch (bng 4). Kt qu ny cho thy cc thnh phn ca thang o cht
lng dch v siu th u t yu cu v gi tr v tin cy tr thnh phn an
ton c phng sai trch hi thp (nh hn 50%).
Bng 3: Kt qu kim nh gi tr phn bit gia cc thnh phn ca thang o cht lng
dch v siu th
Nhn vin
Hng ha
An ton
Trng by
Nhn vin
Hng ha
An ton
Nhn vin
Hng ha
Nhn vin
Mi quan h
<-->
Hng ha
<-->
An ton
<-->
Trng by
<-->
Khng gian
<-->
An ton
<-->
Trng by
<-->
Khng gian
<-->
Trng by
<-->
Khng gian
<-->
Khng gian
R
0,399
0,545
0,538
0,671
0,491
0,588
0,695
0,583
0,481
0,569
SE
0,082
0,075
0,076
0,067
0,078
0,073
0,065
0,073
0,079
0,074
CR
7,299
6,043
6,103
4,941
6,506
5,672
4,724
5,715
6,592
5,836
P-value
0,000
0,000
0,000
0,000
0,000
0,000
0,000
0,000
0,000
0,000
Trng i hc Cn Th
Thnh phn
Nhn vin
Hng ha
An ton
Trng by
Khng gian
S bin
quan st
4
3
4
3
3
tin cy
Cronbach
Tng hp
0,849
0,85
0,770
0,78
0,733
0,74
0,739
0,74
0,729
0,76
Phng sai
trch (%)
0,57
0,55
0,42
0,49
0,53
Gi tr
t yu
cu
Nh vy, sau phn tch CFA thang o cht lng dch v bao gm 5 thnh phn
(nhn vin, hng ha, trng by, an ton v khng gian) vi 17 bin quan st, trong
, thnh phn khng gian c s thay i, c o lng bng 3 bin quan st
(loi bin HH3 so vi kt qu EFA). Kt qu CFA cho thy cc thnh phn ca
thang o u t c gi tr hi t, gi tr phn bit v t yu cu v gi tr cng
nh tin cy.
4.3 Kim nh thang o s hi lng v lng trung thnh
Kt qu phn tch EFA cho thang o s hi lng (SHL) v lng trung thnh
(TTST) vi php trch principal components cho thy cc trng s u cao v t
yu cu cho phn tch tip theo trong m hnh ti hn.
Bng 5: Kt qu EFA cho thang o s hi lng v lng trung thnh
Thang o
S hi
lng
Lng
trung
thnh
Thnh phn
HL v chng trnh khuyn mi
HL v dch v h tr
HL v gi c
HL v cht lng hng ha
HL v thi phc v ca nhn vin
Sn lng gii thiu siu th cho ngi
khc
Sn lng tip tc mua sm ti siu th
Trng s
nhn t
0,856
0,752
0,730
0,655
0,647
0,933
Cronbac
h Alpha
Phng
sai trch
(%)
0,779
53,55
0,849
87,03
0,933
237
Trng i hc Cn Th
Mi quan h
Hi lng <--> Trung thnh
r
0,831
SE
0,045
CR
3,383
P-value
0,000
4.4 Kim nh mi quan h gia cht lng dch v, s hi lng v lng trung
thnh ca khch hng i vi dch v siu th ti thnh ph Cn Th
Kt qu c lng m hnh nghin cu cho thy c ba khi nim trong m hnh
(1) Cht lng dch v (Cht lng), (2) S hi lng (hi lng) v (3) Lng trung
thnh (trung thnh), trong , cht lng l khi nim c lp v hai khi nim ph
thuc l hi lng v trung thnh. M hnh c 238 bc t do v cc ch s ch ra m
hnh thch hp vi d liu thu thp t th trng (chi-square/df = 1,562,
CFI = 0,902, TLI = 0,887 v RMSEA = 0,067).
Kt qu c lng tham s chnh cho thy trong ba mi quan h th ch c 2 mi
quan h gia Cht lng Hi lng v Hi lng Trung thnh l c ngha thng
k (p < 5%). Mi quan h gia Cht lng Trung thnh khng c ngha thng
k vi pvalue= 0,838. Nh vy, mi lin h ca cc khi nim khng t c
k vng v mt l thuyt. Nhm la chn m hnh c gi tr ph hp hn nn mi
quan h khng c ngha thng k (Cht lng Trung thnh) s b loi khi
m hnh.
238
Trng i hc Cn Th
Bng 7: Kt qu c lng mi quan h nhn qu gia cc khi nim trong m hnh nghin
cu (cha chun ha)
Mi quan h
Hi lng
<--- Cht lng
Trung thnh <--- Cht lng
Trung thnh <--- Hi lng
c lng
0,990
0,069
1,436
S.E.
0,238
0,335
0,324
C.R.
4,164
0,205
4,427
P- value
0,000
0,838
0,000
M hnh nghin cu cui cng sau khi loi b mi quan h khng c ngha c
239 bc t do. Tuy gi tr chi-square = 371,775 vi pvalue= 0,000, nhng cc ch
s ph hp m hnh chi-square/df = 1,556, CFI = 0,903, TLI = 0,888 v RMSEA =
0,067 ch ra m hnh ph hp vi d liu th trng.
Cc tham s c lng (chun ha) (xem hnh 4) u c ngha thng k (p <
5%). Da vo kt qu trng s hi quy gi cc khi nim ta thy khi nim cht
lng dch v c tc ng mnh, cng chiu n khi nim s hi lng vi trng
s t 0,78 (kh nng gii thch R2 = 61%) ng thi khi nim SHL tc ng tch
cc ng k n khi nim lng trung thnh vi trng s l 0,83 (R2 = 69%). Nh
vy, cht lng dch v siu th khng nh hng trc tip n lng trung thnh
ca khch hng m tc ng gin tip thng qua s hi lng ca khch hng.
Kim nh tin cy ca c lng bng Bootstrap
Phng php Boostrap c s dng kim nh cc c lng m hnh trong
m hnh cui cng vi s mu lp li l N = 500. Kt qu c lng t 500 mu
c tnh trung bnh km theo chch c trnh by trong bng 16. Tr tuyt
i CR rt nh so vi 2, nn c th ni l chch l rt nh; ng thi khng c
ngha thng k tin cy 95%. Nh vy, ta c th kt lun l cc c lng
trong m hnh c th tin cy c.
239
Trng i hc Cn Th
240
Trng i hc Cn Th
Mi quan h
Hi lng <- Cht
lng
Trung thnh <- Hi
lng
c
lng
ML
c lng Bootstrap
SE
SESE
Mean
Bias
SEBias
0,782
0,063
0,002
0,780
-0,002
0,003
0,830
0,045
0,001
0,829
-0,001
0,002
CR
0,67
0,50
Trng i hc Cn Th
Trng i hc Cn Th
Trng i hc Cn Th
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