P H A T T R I E N KINH T E
So 2 6 4 , T h a n g MUdi n a m 2012
Sir GAN BO CUA NHAN VIEN DOI VOI CONG TY DU LICH KHANH HOA
H 6 H U Y TU-U* & PHAM H 6 N G LIEM"
Nghien ciru ndy khdm phd cdc yeu to dnh hudfng true tiep hodc gidn tiep thong qua sir hdi long cong viec den sir gdn bd cua nhdn vien vdi Cong ty du lich Khdnh Hoa cua cdc nhdn to: Thuang hieu to chuc, kien thirc trong linh vuc chuyen mon, vdn hda to chiic, phd hpp muc tieu, trao quyen, khuyen thudng vat chdt vd tinh thdn, vd ho trg cua to chiic. Phuong phdp mo hinh phuffng trinh cdu true (SEM) dugrc sic dung de ddnh gid cdc do luifng vd kiem dinh cdc moi quan he cau true. Ket qud cho thdy ba thdnh phdn cua su gdn bd (no luc, tu hdo, trung thdnh) cua nhdn vien chiu tdc dpng cd y nghia thong ke cua su hdi long cong viec, phii hffp muc tieu, kien thuc, ho trg cua to chuc, vd thuong hieu cua to chiic Trong do, su hdi long cong viec bi dnh huffng bdi ndm nhdn to: khuyen thuang, vdn hoa, trao quyen, ho trg, vd klen thirc.
Tir khda: Gdn bo vai to chiec, Cong ty du lich Khdnh Hoa.
1. Gidi thieu
Du lich dupc xic dinh li ITnh •vyc kinh te trpng diem sd mdt, se ddng gdp 44% GDP va thu bdt 40%
lao ddng cda Kbinh Hda vio nam 2020. Tu nim 2007 den nim 2010, sd lupng co sd luu trd cua tinh da ting tu 342 co sd/7.246 phdng len 472 ca sd/l0.506 phdng. Tuy nhien, sd lupng lao ddng lim viec trong linli 'vyc niy lai giim taang ung td' 43.362 ngudi xudng cdn 41.783 ngudi. Cung xu hudng niy cd 52 ngudi da nghi viec tai cdng ty du lich Khinh Hda trong nim 2011. Tinh trang "nhay cdc'' cda ngudi lao dpng da giy ra rat nhieu khd khan cho cic cdng ty bi mat ngudi gidi. Thyc trang niy ddi bdi eic don vi kinh doanh dich vy du lich ein gia tang sy gin bd eua nhin vien vdi td ebue nham tao ra mpt lin sdng chuyen ddng hudng ve cdng mot myc tieu, khi dd nhirng sy thay ddi ca ban nhat cd the dien ra nhanh chdng ban.
Vay trong du lich, sy gan bd cda nhan vien vdi td chuc bi tic dpng bdi nhiing nhin td nio? Phii chang khi nhin vien hii long vdi cdng viec thi hp se gan bd vdi td chiic ban? Lieu uy tin cda mdt thupng hieu ed dd siic hip din va giii chin ngudi tii trong mdi trudng kinh doanh diy canh tranh? Vdi cich tiep can ve sy gin bd cda nhan vien gdm 3 thinh phan (nd
lyc, ty hio, tmng thinh), nghien ciiu nay da giai thich sy gin bd cda nhin vien bi inh hudng bdi cac nhan td mdi nhu: Thuang hieu td chiic, phu hpp muc tieu, sy hd trp cda td chuc, hay nhung gi mi ngu'di lao dpng nhan duac td' td chiic ay (vat chat, tinh thin, kien thuc), va su bai long cdng viec.
2. Cd sd li thuyet va mo hinh nghien cii'u 2.1. Su hdi long cong viec vd gdn bd cua nhdn vien vdi to chuv
Sy hii long cdng viec li nhiing dinh gii dya tren nhung nhin thuc vi tinh eim cda nhin vien ve niem tin vi eim xdc tich eye cda bp ddi vdi cdng viec dd (Slack & cpng sy, 2010, tr.424). Sy gan bd cua nhan vien vdi td chiic dupc the bien d 2 khia canh: (i) gan bd binh vi: Ci nhin mong mudn se nhin dupc phan thudng di td chiic hay ngupc lai li thyc hien nghla vu cda minh vdi td chiic do theo cich "mpt nguai tu trdi bupc minh bdng chinh hdnh dpng cua anh td"
(Mowday & cpng sy, 1979, tr.225), vi (ii) gin bo thii dp: Li siic manh tuang ddng ve sy ddng nhit cda nhan vien vdi td chuc va sy tham gia tich cyc cda nhan vien trong mdt td chuc nhit dinh (Porter &
cdngsy, 1974, tr. 604).
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NGHIEN c u u & TRAO DPi'TS., Truang Dai hoc Nha Trang
"ThS., Trudng Cao . Email: tuu_hohuy@y
PHAT TRIEN KINH TE >5 So 264, Thang Mudi ndm 2012
Sy gin bd xuat hien va phit trien cham nhung chac chan theo thdi gian khi c i nhan dd suy nghi ve mdi quan he giiia hp va td chiic. Ngupc lai, sy bii long cdng viec li mpt thudc do khdng ben viing theo thdi gian, nd phin inh nhung binh vi tac thdi ddi vdi cac van de cy the nhu: luong, thudng, giim sit (Mowday & cpng sy, 1979, tr.226). Vi thg, sy hii long thudng dupe do ludng eung vdi sy gin bd (Slack & cdng sy, 2010, tr.424). Tu' dd ta cd gia thuyet diu tien:
HI: Su hdi long cong viec co tdc dpng duang den su gdn bo cua nhdn vien vai to chitc.
2.2. Khuyen thudng vat chdt vd tinh thdn V.I. Le-Nin cho rang trong nhin thuc li luan, "vdt chdt la tinh thu nhdt, Id nguon goc khdch quan cita cam giac, y thitc" (Triet hpc Mic-Lenin, 2006, tr.l56). Vi the, eon ngudi phan inh the gidi tren co sd lpi ich cda hp, va nham de b i o ve lpi ich do (Nguyen Hiiu Lam, 2007). Tien luang, l i sd tien ma mpt ci nhan cd dupe tu viec lim cdng cho mdt td chuc, chinh la mdt trong sd c i c bieu hien ca bin ve lpi ich dd. Khi nhin vien e i m thiy bi ddi xu khdng cong bang, hp se bi lie che, chin nin, thim chi rdi bd cdng viec (Tran Kim Dung, 2009). Khen thudng va sy cdng nhin cd mdi tuong quan vdi sy bii Idng cdng viec va cd tic ddng ding ke den ddng lyc lam viec cua nhan vien, v i l i ca sd cho sy gan bd cua hp vdi td chuc (Danish & Usman, 2010).
H2a: Khuven thuang vdt chdt vd tinh thdn co dnh huang den su hdi long cong viec ciia nhdn vien.
H2b: Khuven thuang vdt chdt vd tinh thdn co dnh huang den su gdn bo cua nhdn vien vai to chiec.
2.3. Sir phd hpp muc tieu
Chit lupng cda sin phim du lich phu thudc rat nhi^u vao thii dp va hinh vi cua nhin vien phuc vu.
Chinh hp l i ngudi truyen tai thdng diep cua td chuc din vdi khich hing. An Wang cua khich hing ve chit lupng dich vy cda mdt td chiie, thudng dupc dya tren nhu'ng giao tigp hing ngiy cda hp vdi nhan vien phuc vy (Hartline & cdng sy, 2000). Vi the ddi hdi can cd sy tuang ddng giua muc tieu v i gii tri cua nhan vien vdi van hda, chien lupc v i g i i tri cda to chiic. DiSu nay chi x i y ra khi nhin vien am bieu, chia se va ket ndi vdi c i c muc tieu va gii tri cda td chuc. Hartline & cpng sy (2000, tr.39) cho rang mdt
td chiic cd lien quan den dich vy ddi hdi sy gin bd cda nhan vien ddi vdi cac myc tieu v i gia tri cda td chiic dd.
H3a: Su phu hap muc tieu co moi quan he duang vai su hdi long cong viec cita nhdn vien.
H3b: Suphii hop muc tieu co moi quan he duang vai sugdn bo ciia nhdn vien vai to chiec.
2.4. Su trao quyen
Trong dich 'vii du lich, lpi the canh tranh klidng chi cd CO sd vit chit tdt nhit, m i cdn cung cap djch vu tdt nhat. Trong dd, sy linh ddng v i ki nang cua nhan vien l i nhin td chinh tao nen sy khic biet va lam tang sy hai Idng cda khich hing (Ayupp &
Chung, 2010). Vi the sy trao quyen dac biet quan trpng, nd tdn tai klii ngudi giim sit tin vio khi nang ra quyet dinh eua nhin vien dudi quyen va khuyen khich hp su dung sing kien. Trao quyen dupc xem nhu li mpt cich don giin de ddng vien nhin vien lim viec nhieu ban niia (Yukl & Becker, 2006).
H4a: Su trao quyen co tdc dpng thudn chieu den su hdi long cong viec ciia nhdn vien.
H4b: Su trao quyen co tdc dpng thudn chieu den su gdn bo cua nhdn vien vai to chiec.
2.5. Klen thuc trong linh vuc chuyen mon Kien thuc trong ITnh vyc chuyen mdn dupc hieu l i nhung kT nang chuyen biet m i nhin vien tich luy dupc trong hpc tip va cdng tie. Nd ddng mdt vai trd quan trpng trong viec tao nen lpi the canh tranh cho doanh nghiep (Dunford & cdng sy, 2001). Khich du lich ludn dupe tham gia trong sudt qui trinh cung cip dich vy, cho nen bp cd nhieu kinh nghiem de dinh gii chat lupng san phim cda n h i eung cap. Vi the, eic cdng ty du lich ludn ed nhiing tieu chuin v i die thu khic nhau de tao nen mdt phong cich phyc vy die trung cda rieng minh. Mdi quan he giiia nhan vien du lich v i eic cdng ty thudng dupe ki vpng l i mdi quan he lau dii.
H5a: Co moi quan he duang giira kien thirc trong linh vuc chuyen mon cua doanh nghiep vai su hdi Idng cong viec cua nhdn vien.
H5b: Co moi quan he duang giita kien thiic trong linh vuc chuyen mon cua doanh nghiep vai sic gdn bo ciia nhdn vien vai to chiec.
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2.6. Vdn hda to chuc
Van hda td chiic li mdt he thdng bao gdm cac gii tri, mem tin vi cic khudn miu hinh vi dng xu hinh thinh nen bin sac rieng cda td chiic. Nd cdn the hien qua viec chia se, gidp dd, bpc hdi, ddng thuin vdi nhau, cung cd the dd la viec cic ca nhan hpc cich ddi phd vdi cie vin de xiy ra de thich ling vdi mdi trudng ben ngoai vi hdi nhip vdi mdi trudng ben trong (Boon & Arumugam, 2006, tr.lOO). Cic nghien ciiu cung chi ra yeu td dio tao va phat trien, boat ddng nhdm cd inh hudng tich cue den sy gin bd cda nhin vien (Boon & Arumugam, 2006), vi la mdt yeu td quyet dinh quan trpng trong viec thuc diy ci nhin gin bd vdi td chiic (Zain & cdng su, 2009).
Hda: Vdn hoa to chiec co moi quan he thuan chieu vai su hdi long cong viec cua nhdn vien.
H6b; Vdn hoa to chiec co moi quan he thuan chieu vai su gdn bo cua nhdn vien vai to chiec.
2.7. Su ho trg cua to chuc
Viec hd trp cd the tu hai phia: tu cip Uen Inre tiep, vi tir ddng nghiep. Ddi vdi phan ldn ngudi lao ddng, cdng viec ciing thoa man nhu cau taong tie.
Vi vay khi cd nhii'ng ngudi cdng tic, hd trp, bay khi lanh dao cda hp li ngudi bieu biet, than thien se lim tang sy thoi man cda nhan vien. Chinh vi the, nhin vien thudng dupc mong mudn thoi man ve cic hinh vi vi cic mdi quan he ddng nghiep tai noi lim viec (Trin Kim Dung, 2009). Quan diem niy cung dupe nhin nhin dudi mdt gdc dp khic, dd la inh hudng cda lam viec theo nhdm den sy gin bd eua nhin vien vdi td chiic (Jun & cdng sy, 2006).
H7a: Su ho tra ciia to chiec co tdc dpng ditang len su hdi long cong viec cita nhdn vien.
H7b: Su ho tra cita to chiec co tdc dpng duang len sugdn bo cita nhdn vien vai to chiec.
2.8. Thuang hieu to chiic
Thuang hieu td chuc dupc de cap nhu la nhu'ng gii tri mi td chuc dd se cung cip vi bio dim cho nhiing yeu ciu cua khich hing (Aaker, 2004, tr.7).
Trong ITnh vuc dich \y, thuang hieu dich vu chinh la thuang hieu cda td chuc, bao trdni len mpi sin phim hay dich vy, vi li phan hdn cda td chuc dd. Nd tao ra sy tin tudng tu chinh nhung cam ket vi nhung gi mi td chuc di lim dupc. Nhu viy, thuang hieu
khdng tdn tai ttong thS gidi thyc, mi nd tdn tai trong tam tadng cda khich hang. Tinh cich cua thuang hieu phin inh cic gii fri, hinh ddng, vi phit ngdn cua nhin vien ttong td chiic dd (Keller & Richey, 2006). Cho nen thuang hieu td chuc ludn chiem dupe sy quan tim cua cie nhi quin li, khach hang vi ci ngudi lao ddng.
H8a; Thuong hieu to chiec co moi quan he duang vai su hdi long cong viec cua nhdn vien.
H8b: Thuang hieu to chiec co moi quan he duang vai su gdn bo ciia nhdn vien vai to chiec.
3.Thang do
Cic khii niem trong md binh dupc do ludng bdi cic thang do di cd vi da dupc kiem dinh qua eic nghien ciiu tren the gidi. Cu the, 3 thanh phin cua sy gan bd da dupc Tran Kim Dung (2006) dieu chinh vao dieu kien VN, bao gdm 9 bien the hien; (i) Sy nd lyc de hoin thinh nhiem vy, ning cao cic kT nang, giup cdng ty hoan thinh nhiem vy; (ii) niem tu hio vi di chpn cdng ty lam viec, dupe lam viec trong cdng ty, se ludn lim viec cung cdng ty; (iii) long tmng thinh.' Y dinh d lai liu dii cung cdng ty, mac du cd nai khic de nghi luong bdng eao han.
Thang do sy hii Idng cdng viec dupe do ludng bdi cac bien quan sit: cdng ty li nai lam viec tdt nhat, bai Idng khi lim tdt cdng viec, la mdt phin cda cdng ty, gidi thieu cdng ty cho ban be (Jun & cpng sy, 2006, tr.810). Thang do kien thuc dupc do ludng bdi 5 bien de dinh gii sy hieu biet cda nhin vien ve;
cung cich kinh doanh, sin phim dich 'VU, khich hing, ddi thu canh tranh, nganh kinh doanh cua td chuc (Griffith & Lusch, 2007, tt.l36). Su trao quyen the hien qua 4 myc bdi ve khia canh cap tren trao quyen cho nhan vien ra quyet dinh vi thyc hien cdng viec, tin vio khi ning ra quyet dinh vi phan xet cua nhin vien (Hartline & Ferrell, 1996, tr.59). Khuyen thudng vit chit \a tinh than cd 8 bien ve miic luang hien tai, cich tra luang cda cdng ty, xet thudng cdng bing, nang lyc bin than (Netemeyer & cdng su,
1997, tr.96). Sy ho trp cua td chiic dupe do ludng bdi 6 muc bdi ve su bd trp cda cap tren, giao tiep giua nhin vien vi cip tren, sy gidp dd cda ddng nghiep, su chia se vi trdng cay vio ddng nghiep (Netemeyer & cdng sy, 1997, tt.96). Van hda td chuc dupc thi hien qua 4 bien ve cdng tic dio tao, sy ho trp tir cic phdng ban, khuyen khich sang tao.
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NGHIEN CUU & TRAO DOIP H A T T R I E N KINH TE
sy quan tam cua nhin vien ve cdng ty (Wallach, 1983). Phu hop myc tieu cd 3 muc hdi the hien sy cam ket thyc hien myc tieu, ddng y vdi chien lupc kinh doanh cda td chiic, va nang lyc phu hpp vdi yeu ciu cdng viec (Hart & cdng sy, 2000). Vi thang do thuang hieu td chuc vdi 5 bien do ludng sy eim nhan cda nhin vien vdi nhiing van de lien quan den thuang hieu: thich thu, ca ngai, phe phan, ngupng ngiu, thinh cdng (Mael & Ashforth, 1992). Thang do Likert 5 bac dupc su dyng,
4. Mau nghien ca'u
Mdt mau dai dien dupe thu ve di 9 dan vi cda Cdng ty du lich Kbinh Hda, gdm 131 nhin vien nam (39,7%) vi 199 nu (60,3%) lam viec d khdi in udng (97 nhin vien - 29,4%), khdi tien sinli (84 nhan vien - 25,5%), khdi buong, giat la (64 nhin vien - 19,4%), khdi vin phdng (45 nhin vien - 13,6%), vi cac bp phin khic (19 nhin vien - 5,8%). Trong dd, nhan vien da qua dio tao vi cd trinh dp ti'ung cap li 234 nhin vien (70,9%), vi trinh dp cao dang, dai bpc la 96 nhin vien (29,1%). Ve thu nhip hang thing, cd 121 nhin vien (36,7%) thu nhap dudi 2 trieu ddng, 137 nhin vien (41,5%) cd muc thu nhip tu 2 den 4 trieu ddng, cdn lai li dudi 9 trieu.
5. Phu'dng phap xir' li so lieu
Viec phin tich gdm hai budc: Thii nhit, md hinh do ludng se dupc dinh gii thdng qua he sd Cronbach's Alpha, phan tich nhin to khim phi (EFA) vi phin tich nhin td xic dinh (CFA) nhim khang djnh tinh dan hudng, gii tri hpi ta va dp gia trj phan biet cda cie thang do, dp tin cay tdng hpp, vi tdng phuang sai trich. Cudi cung phuang phip md hinh hda phuong trinh eau tnic (SEM) dupc su dyng de kiem djnh cic gii thuyet. Tit ca dSu dupc xu li bing phin mgm SPSS 18.0 vi AMOS 18.0.
6. Ket qua va thao luan
Sau khi loai cic bien ed he sd tuong quan bien tdng nhd ban 0,5 trong thd tue kiSm dinh he sd Cronbach's Alpha, 11 thang do ban diu dSu cd he so Cronbach's Alpha tir 0,764 din 0,913. Phan tich EFA da cho ket qua li cd bdn nhin td phu thupc (Hii Idng cdng viec, nd lyc, ty hio, tmng thinh) eung vdi bay nhan td ddc lap dupe rdt ra, vdi tdng phuong sai trich dupc lin lupe li 75,79% vi 68,70%. Phan tich CFA cho thiy md hinh do ludng li phu hpp tdt vdi du lieu, vi cie khii niem deu dat dupc tinh don hudng (Bang 1).
Bang 1 . He sdtu'cjng quan giu'a cac khai niem Khai niem
1. HoTro 2. T.Hieu 3. V.Hoa 4. T.Quyen 5. K.Thuc 6. H.Long 7. N.Luc 8. T.Hao 9. T.Thanh 10. K.Thuong 11. M.Tieu CMIN = 1137,91; dl
1
0,50 0,68 0,43 0,57 0,75 0,27 0,31 0,42 0,41 0,47 f = 724; p =
2
0,36 0,22 0,37 0,44 0,20 0,32 0,36 0,35 0.48 : 0,000; GFI
3
0,46 0,62 0,74 0,27 0,32 0,34 0,40 0,41
= 0,86;
4
0,44 0,63 0,29 0,14™
0,16 0,27 0,48 CFI = 0,94;
5
0,75 0,29 0,41 0,39 0,45 0,42 TLI = 0,93;
6
0,43 0,45 0,34 0,55 0,57 RMSEA =
7
0,24 0,07™
0,30 0,48
= 0,042
8
0,32 0.29 0,23
9
0,25 0,17
10
0,37
Ghi chu: ns: Khdng cd y nghTa thong ke d muc 5%.
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P H A T T R I E N KINH TE 6 264, Th^ng MUdi ndm 2012
Ben canh dd, cic thang do cung dat dupc gii tri hpi ty, dp tin cay tdng hpp vi phuong sai trich (Bang 2). Cic thang do eung da dat dupc gii tri phin biet bang thu tyc dupe de xuit bdi Fomell & Lacker (1981). Theo do, neu binh phuang he sd taong quan cda cie cap khii niem nhd ban trung binh cua phuong sai trich cda chung, thi dp gii tri phin biet se dat dupc.
Bang 2. Cac chi sd thdng ke phan anh dp phii hdp ciia mo hinh do lUdng
Bang 3. Tac dong cua cac nhan to vdi y thirc gan bo vdi to chirc diTdc chuan hoa.
Cau true khai niem Khuyen t h u d n g H 5 trg cua to chuc T h u g n g hieu to chuc Kien thLHC S y trao quyen Si.f phu hgp mgc tieu Van hoa to chuc Hai long cong viec No lyc T y hao Trung thanh
Trong so nhan to 0,76 - 0,80
0,75 - 0,85
0 , 6 2 - 0 , 8 0 0.68 - 0,76 0,69 - 0,77
0,79 - 0,82
0 , 7 0 - 0 , 7 6
0,76 - 0,82
0 , 7 5 - 0 , 8 3 0,68 - 0,79 0,72 - 0,92
Do tin cay tong ho'p 0,91
0,86
0,81 0,84 0,77
0,84
0,83
0,83
0,84 0,79 0,88
Phiro'ng sai trich
60,36%
6 1 , 4 1 %
50,99%
56,29%
52,12%
63,54%
54,18%
62,52%
64,36%
55,00%
70,98%
Ket qui phan tich md hinh phuong trinh ciu tnic cho thay thdng ke niy cd y nghia,vdi kich thudc miu li 330 (Bing 3). Cic gii thuyet de xuit ban diu dupe kiem tra: Cic mdi quan he khdng cd y nghla thdng ke (p > 0,05) se bi loai, va cic gia thuyet dupe dng hd dupc trinh bay d Hinh 1.
Khai niem Hai long No lire Tip hao Trung thanh Kien thirc
Ho trg Khuyen thudng Van hoa Trao quyen Muc tieu Thuong hieu Hai long
0,42 0,24""
0,12"
0,15' 0,20"'
0,33 0,29'
87,1%
0,33
0,66 29,5%
0,18 0,56' 26,2%
0,22
25,8%
CMIN = 1146,28; df = 728; p-value = 0,000; GFI = 0,86;
CFI = 0,94; TLI = 0,93; RMSEA = 0,042.
Ghi chu: {'): p < 0,05; (**) : p < 0 , 0 1 ; (***): p < 0,001
Ket qui cho thiy 87,1% sy bii long cdng viec bi inh hudng bdi nhirng kien thuc chuyen mdn mi nhan vien da tich luy dupc trong qui trinh lim viec tai cdng ty (P = 0,42, t = 6,90 ), bdi sy hd trp cda cdng ty (P = 0,24, t = 3,64 ), sy trao quyen (P = 0,20, t = 3,71*"), van hda td chuc (P = 0,15, t = 2,53 ) vi cic chinli sich, che dp ve khuyen thudng (P = 0,12. t = 2,85**). Ngoii ra 3 thanh phan cua su gin bd bi tic ddng bdi 5 nhin td. Trong dd 29,5%
cda y thue nd lyc cda nhan vien bi inh hudng bdi hai Idng cdng viec (P = 0,66, t = 2,4*), phu hop muc tieu (P = 0,33, t = 3,66"*); 26,2 % cua niSm tu hao cua nhin vien bi tic dpng bdi hii long cdng viec (P
= 0,56, t = 2,04'), thuong bieu td chiic (P = 0,18, t = 2,09*); vi 25,8% eua Idng trung thinh cua nhin vien bi anh hudng bdi nhung kien thuc mi hp cd dupc trong qui trinh lam viec (P = 0,33, t = 2,32*), sy ho trp cda td chiie (P = 0,29, t = 2,54*), va thuang hieu td chuc (P = 0,22, t = 2,72*).-
Tdm lai, 3 thinh phan (nd lyc, nr hio, trung thinh) cua sy gin ket cda nhan vien ddi vdi Cdng ty du lich Khinh Hda dupc the hien qua 3 phuang trinh hdi quy chuin hda thS hien mdi quan he tuygn tinh giua moi thanh phan vdi cic nhan td lien quan nhu sau:
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NGHIEN c u u & TRAO DOIP H A T T R I E N K I N H TE ^ So 264, Th^ng MUdi nSm 2012
C h i * j j i r t = 1 l « 2 7 8 UfrTJS P=000 OMtfiBK/dMSTS GFI=a57 Tll»933,CFI = « l RMSEA=a42
ah. cku -:-, p < 0,05, (.«) p< 0,01. ( « ^ p . o.OOl, (+). He S3 R^
Hinh 1. Mo hinh cau true tuyen tfnh (SEM)
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P H A T T R I E N KINH TE S£i 264, Thdng MUdi ndm 2012
Trung thanh = 0,326*Kien thuc + 0,289*H6 trp -I- 0,215*Thuong hieu
Nd lyc = 0,659*Hii long + 0,332*Muc tieu Ty hio = 0,564*Hii Idng + 0,182*Thuang hieu Trong do:
Hii Idng = 0,4l9*Kign thiic + 0,237*H6 Up + 0,200*Trao quyin + 0,153*Van hda +
0,124*Khuy§n thudng
Ket qui nay cho thay miic dp anh hudng cua tling bien dpc lip len bien phy thudc: Mdi 1 (diem) thay ddi d bien dpc lip se lim cho bien phy thudc thay ddi mdt lupng nhit dinh (bang he sd cda bien ddc lip dd) trong dieu kien cic yeu td khic khdng thay ddi. Vi du, khi kien thuc tang len 1 (diem) thi tmng thanh se tang len 0,326 (diem), vi hii long se tang len 0,419 (diem). Vi ban thin hii Idng lai li bien ddc lip tic ddng den nd lyc vi tir hao, cho nen khi hii Idng ting I tbi nd lye eung se ting 0,659 vi ty hio tang 0,564. Nhu viy, sy thay ddi cua mdi nhin td se cd tic dpng khic nhau len ding thanh phin cda sy gan ket.
Ket qua phan tich cho thiy nhiing nhan vien gidi nghe rit hii long vdi cdng viec hien tai, vi mong mudn dupc lim viec liu dii cung cdng ty. Nghien curu cung khang dinh them sue manh cua thuong hieu trong thdi dai ngiy nay chinh la niem ty hio cua nhin vien, vi lim cho bp nd lyc ban trong cdng viec. Tuy nhien, nd khdng li nhin td inh hudng den sy hii Idng cdng viec. Mac du vay, nghien cuu cung cho thiy khi ngudi lao ddng hii long vdi cdng viec cda minh, klidng cd nghTa li hp se trung thinh vdi td chuc dd. Ket qui niy giii thich them cho phit hien cua Gaertner (1999) rang "Hdi long cong viec Id nguyen nhdn ciia su gdn bo, nhitng khong co nghia Id khong con tranh luan ' (tr.49l). Ngudi lao ddng trung thinh vdi cdng ty chi vi hp di quen vdi cdng viec hien tai; vi eic mdi quan he tdt dep mi hp cd dupe d no'i lim viec, dd chinh li su gidp dd vi hd trp lan nhau trong cdng viec giua nhung ngudi ddng nghiep hay giiia nhan vien vi ngudi quan li tryc tiep; hay li vi ngudi lao ddng mong mudn dupe lim viec cho cic cdng ty cd uy tin. Diy ciing ehinh Ii dilu mi cic cdng ty du lich mong dpi d nhin vien cda minh, vi dd li nIn tang de tao nen chit lupng cda sin pham du lich. Ben canh dd, nhiing kien thiic mi nhin vien tich luy dupc la nhin td quan trpng
cho su hii Idng cdng viec, va cho sy gin bd cda hp vdi td chiic. "Khi nhdn vien dqt dupc su Idnh nghe hp cdng CO them ndng luang vd co nhdn thicc tich cue ve su trao quyen" (Ayupp & Chung, 2010). Sy xuit bien eua yeu td thuang hieu inh hudng den long trung thinh va niem ty hio cua nhan vien him y ring cic nhi quan li nen chii trpng han ban niia din viec ning cao hinh inh, uy tin thuang hieu cda dan vi minh.
7. Mot s d gdi y cho nha q u a n li
Nghien ciiu niy kiem dinh md hinh cic mdi quan be cau tnic giiia cic nhin td; Thuong bieu, kien thiic, van hda, myc tieu, trao quyen, khuyen thudng, vi hd yp den sy bii Idng cdng viec vi sy gin bd cda nhin vien ddi vdi Cdng ty du Ijch Khinh Hda. Ket qua cda nghien ciiu chi ra mdt sd gpi y de gia tang sy hai long cdng viec va gan bd cua nhin vien vdi cdng ty;
Tang cudng cdng tic huin luyen, dao tao nghiep 'vy chuyen mdn cho nhan vien trong toan cdng ty nham giup nhan vien mdi cd the hda nhip vdi td chuc, thiet lap cic mdi quan he can thiet trong cdng viec. Nhan vien cung cin dupe biet ve nhiing boat ddng mi cdng ty dang thyc hien cd anh hudng den mpi ngudi nhu the nio, vi mdi cin bp quin li phii li mpt diem tua de mdi nhin vien ed the trdng cay vio khi gap khd khin.
- Hoan thien ban chinh sich khen thudng ve vit chit vi tinh thin. Cin cd sy ket ndi tinh eim giiia ngudi quin li va nhan vien, dd chinh la niem tin cda ngudi quin li ddi vdi nhin vien, li viec tao co bpi cho nhin vien tham dy vao cic quyet dinh muc tieu cdng viec. Dieu niy se tao cho nhin vien eim nhin dupe minh chinh la chd cdng ty.
- Diu tu ban niia vao cdng tic quing bi thuang hieu. Hiy truyen lira cho nhan vien ve niem tin vl su menh mi hp thyc hien. Chang ban vdi thdng diep:
"Chung tdi mang den cho ban sy thoii mii vi eim giic thin thien nhat" se tao cho nhan vien niem tin ve chit lupng dich vu cda cdng ty. Chinh nhd nilm tin niy se gidp cho cac nhan vien eim thiy ty hio ban de truyen tai gii tri dich vy cua cdng ty din vdi khich hang. Ndi cich khic, mdi nhin vien se trd thinh mdt cau ndi giiia cdng ty vi khich hang, gdp phan truyen thdng gii tri vi hinh inh cua cdng ty.
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Ben canh dd, cdng ty can su dyng website cua minh nhu mdt phuong tien giao tiep, trao ddi thdng tin, quang bi hinh inh cdng ty din vdi mpi ngudi mdt cich hieu qui nhat. Cuoi cung, vdi slogan "Chung ta la ngudi ding hoang" va cic hinh ddng cu the theo slogan nay, cdng ty da truyen tii mdt hinh inh thin thien, nhat quan trong mat khach hing vi nhan vien toin cdng ty. Chang ban, trong khi rat nhieu khich san d Nha Trang dua nhau tang gia vio mua le, Tet, thi ehinh sich cda cdng ty li nhit quin mdt gii vi ludn bio dim chat lupng dich 'vii hoin hio trong mpi thdi diem. Dieu nay trd thinh diem khic biet cua cdng ty so vdi cic ddi thd trong trong van hda ung xu vdi khich hing. Nd lam diem tya cho mdi nhin vien cda cdng ty cd the ty tin cam ket vdi khich hing ve gii ci vi dich vy d mpi thai diem.
8. Ket luan
Md hinh nghien ciiu cic nhin td inh hudng den sy hai Idng vi gin bd cua nhin vien vdi td chuc
dupc phit triln dya tren cac co sd li thuyet vi thang do da dupc kiem nghiem. Kit qua phan tich chi ra ring 3 thinh phin eua sy gin bd bi inh hudng bdi nim nhin td. Cu thi, ngudi lao ddng se nd luc hon khi hp bai Idng vdi cdng viec hien tai, dupe lim viec phu hop vdi khi nang vi khi bp eim nhin dupc myc tieu cua minli la phd hgp vdi myc tieu chung cda cdng ty. Tilp theo, niem dr bao cua nhan vien bi inh hudng bdi sy hii long cdng viec vi thuong hieu td cbiic. Va cuoi cung, nhin vien se dnng thanh ban khi hp nhin dupe su bo ttp cda cdng ty, dupe dio tao, huin luyen cic ky ning, kien thiic can thiet cho cdng viec, vi dupe lim viec dudi thuang hieu cdng ty du lich Kliinh Hda. Tren co sd do, dua ra mdt sd gpi y cho eic nhi quin tri ngudn nhan lyc trong viec thu hut vi duy tri nhin vien«
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