Cac yeu to anh haong den su hai long cua khach hang doi v6i djch vu mqng dien thoqi di dong
thanh pho Buon Ma Thuot
L E T H E P H I E T
di viet s^ dung phUdng phdp kiem dinh Cronbach'SAlpha, phdn tich nhdn to khdm pha (EFA), phdn tich hoi guy tuyen tinh da bien de xdc dinh sii hdi long cua khdch hdng do'i vdi dich vu mang dien thoai di dong; tit do de xudt ham y nhdm ndng cao sii hdi long ciia khdch hdng ddi vdi dich vu mqng dien thoqi di dong tqi thdnh pho Buon Ma Thuot.
Tii khoa: chat lii(Mg dich vu, sii hdi long, dich vu mqng dien thoqi, Buon Ma Thuot.
T
hi trUdng thong tin di dong tai Viet Nam hien nay co to'c dp t a n g trUcing n h a n h va canh t r a n h kho'c liet. Hien tUpng khach hang chuyen doi qua lai giiia cac n h a cung cap ngay cang tang, hien tUdng thue bao ngung sii dung t r e n mang ngay cang nhieu cho tha'y khach h a n g hien nay khong con t r u n g t h a n h vdi n h a cung cap nhu trU6c day. Tinh hinh t r e n bupc cac nha cung cap dich vu phai co chie'n lUdc thich hpp nhSm giU chan khach hang, duy tri thue bao hien co.1. Cd sd ly t h u y e t v a m o h i n h n g h i e n cufu
1.1. Ca sd ly thuye't
Chat lupng dich vu la mot sU do ludng mile dp dich vu dUdc dua den khach hang tUdng xUng v6i mong dpi ciia khach hang tot den dau. Viec tao r a mot dich vu chat lupng nghia la dap Ung mong dpi cua khach hang mot each dong nhat. Chat lupng dich vu dupe xem nhu khoang each giUa mong dpi ve dich vu va n h a n thiic cua khach hang khi sii dung dieh v u \
^ Su hai long eua khach hang la miic dp cua t r a n g thai cam giac cua mot ngUdi b i t nguon tii viec so s a n h k e t q u a thu dupc td viec tieu diing san pham/dich vu v6i nhiing ky vong cua hp. Miie dp h a i long p h u t h u o c sii khac biet giiia ket qua n h a n dupe
va ky vpng, neu k e t q u a thUc te' tha'p hpn ky vpng t h i k h a c h h a n g k h o n g hai long, ne'u ket qua thUc te tUdng xiing v6i ky vpng t h i k h a c h h a n g se h a i long, ne'u ket qua t h u c t e cao h d n k y v o n g t h i k h a c h hang ra't h a i long^.
Chat lupng dich vu va sU thoa man co lien he chat che v6i n h a u trong nghien ciiu ve dich vu. Cha't lUpng dieh vu lien quan den qua t r i n h eung ca'p dich vu, con sU thoa m a n chi xua't hien sau khi k h a c h hang da sd d u n g dich vu. Vi vay, khi k h a c h hang sii dung dich vu va eo cam n h a n cha't lUdng dich vu cao thi hp se tha'y thoa man vdi dieh vu do va ngUpc lai, khi k h a c h hang co cam n h a n chat lupng dich vu tha'p thi ho tha'y khong thoa m a n . Nhieu nghien cUu ket luan rfing cam n h a n c h a t lUpng dich vu d i n den sii thoa m a n cua k h a c h hang. Cac nghien cUu da k e t l u a n r a n g chat lUpng dieh vu la tien de eiia sU thoa man va la n h a n to chii yeu a n h hUdng den sii thoa
Le The Phiet, TS., TnrcJiig dai hpc Tay NguySn.
1. Parasuraman A., Zeithaml V A, & Berry L. L.
(1985).
2. Philip Kotier (2001).
3. Cronin J. J. & Taylor S. A. (1992).
Nghien cOu Kinh t4sd 10 (461) - Thing 10/2016
Cac yeu t^anh hudng
1.2. Mo hinh nghien cihi
De d a n h gia c h a t lUpng dich vu, co nhieu nghien ciiu dUa r a cac ky t h u a t k h a c n h a u n h a m do lUPng d a n h gia, nhU: mo h i n h SERVQUAL (Service quahty); IPA (Importance P e r f o r m a n c e A n a l y s i s ) ; S E R V P E R F (ServiceQuality Performance), Trong so do dien hinh nha't la mo hinh SERVQUAL do Parasuraman va cong sU de xuat n a m 1985 va hieu chinh n a m 1988, 1990, bcii t i n h cu the, ehi tiet va cong eu d l d a n h gia.
Tuy nhien, dich vu m a n g di dong la k h a i niem da chieu va phiic tap trong viec do lUdng Cling n h u d a n h gia. 0 Viet N a m , mo hinh ly t h u y e t cho nghien ciiu thiic nghiem doi v6i t h i trUcing thong tin di dong eua h a i tac gia P h a m DUc Ky va Bui N g u y e n Hiing (2006) dupe de x u a t gom 4 t h a n h ph&n n h u sau: chat lUpng cupc gpi, sU t h u a n tien, dich
vu k h a c h h a n g , cau t n i c gia.
V a n d u n g cae ly t h u y e t t r e n vao n g h i e n ciiu sU h a i long cua k h a c h h a n g do'i vdi dich vu m a n g dien t h o a i di dong tai t h a n h pho' Buon Ma Thuot. mo h i n h dUpc xay diing t r e n cd sd moi q u a n he giUa cac yeu to' chi'nh tao nen chat lUdng dich vu m a n g dien t h o a i di dong va sii h a i long cua k h a c h h a n g . Cac yeu to' chinh tao n e n chat lUdng dich vu mang dien thoai di dong bao gom:
c h a t lUdng cupc gpi gom 5 bien q u a n sat;
h i n h a n h thUcfng hieu gom 4 bien q u a n sat;
cau triie gia gom 4 bien q u a n sat: dich vu gia t a n g gom 4 bien q u a n sat: k h u y e n mai gom 5 bien q u a n sat va dich vu khach h a n g gom 7 bien q u a n sat. Su hai long dUdc hieu la sU d a n h gia toan dien eua k h a e h h a n g do'i vdi chat lupng dich v u m a n g dien thoai di dong.
HINTl 1: Mo h i n h n g h i e n cijfu Chat luong cupc gpi
Hinh arh thuong hieu Dich vu khach hang
Cau tnic gia Khuyen mai Dich vu gia tang
— ^ ^ Si/hai long ]
2. PhUtfng phap n g h i e n ciiu
• Mdu nghien cihi
Nghien eUu tien h a n h dieu t r a triic tiep cac khach h a n g tai Buon Ma Thuot da sii dung dich vu dien thoai di dong cua cac doanh nghiep vien thong tren dia ban.
Cong cu chu yeu dUdc thuc hien la bang cau hoi de t h u t h a p thong tin ve su hai long ciia k h a c h h a n g do'i vdi dich vu dien thoai di dong ma hp dang sii dung. Ngoai p h a n thong tin ca n h a n va dac diem cua k h a c h
hang, bang cau hoi dUdc t h i e t ke gom 29 bien q u a n sat ca'u t h a n h dac trUng cua dich vu dien thoai di dong, dUdc the' h i e n b a n g t h a n g do Liker tii 1 den 5 diem, Ket qua p h a n tich mo t a m a u nghien cUu eho tha'y, gidi t i n h (nam chie'm 52%, nii 45/o):
thi p h a n t h u e bao cac m a n g (Vinaphone 27,15%; Mobifone 29,28%; Viettel 4.3..57^,^;
t h u n h a p chu yeu tit trong vong 1 trieu dong den 5 trieu dong chiem 78.4% t r o n g do mUc t h u n h a p tii 1 den 3 trieu d6ng
Nghien cull Kinh IS'so 10 (461) -Thang 10/2016
37
Cac yeu to anh huing
chiem 43,7%; tiS 3 den 5 trieu dong chiem 34,7%.
• PhitOng phdp phan tich
Quy trinh nghien ciju bao gom hai bUdc chinh: nghien ciiu sd bo duOc thUc hien thong qua thao luan nhom ve cac yeu to duoc Ithach hang quan t a m nhieu n h a t khi stl dung dich vu dien thoai di dong. Dong thdi, nghien cilu da tien h a n h t h u thap 30 mSu khiio sat de danh gia so bo t h a n g dova mo hinh nghien cilu.
Nghien ciSu chinh thilc dUdc thUc hien bang phUdng phap dinh lUdng thong qua ky t h u a t phong van true tiep khach h a n g sii dung dien thoai di dong tren dia ban Buon Ma Thuot, vdi mSu nghien cilu gom 380^
khach hang. Viec d i n h lildng cac y e u to' a n h h a o n g d e n mUc do hai long ciia khach hang doi vdi dich vu mang dien thoai di dong. Thong qua 3 bUdc: biidc i : sil dung he so tin cay Cronbach's Alpha de kiem dinh mile dp chat che va sil tUdng quan giiia cac bien quan sat trong mo hinh nghien cilu;
budc 2: sii dung phan tich n h a n to'kham pha (EFA) d8 kiem dinh cac yeu to a n h hUdng va n h a n dien cac yeu to dUdc cho la phii hdp vdi mile dp hai long; bildc 3: sii dijng mo hinh hoi quy tuyen tinh da bien d§ p h a n tich anh hudng ciia cac bien doc lap den mile dp h a i long ciia khach hang doi vdi dich vu mang dien thoai di dpngdong thdi chobietmilcdptacdpngcua tiing bien nghien cilu.
3 . K e t qua n g h i e n ciiu
3.1. Kiem dinh do tin cay thang do Thang do dUdc danh gia dp tin cay thong qua he so Cronbach's Alpha. He so Cronbach's Alpha dUdc sii dung dg loai cac bien "rac", cac bien c6 he so' tudng quan tong bien (Corrected item total correlation) nho hdn 0,3 se bi loai va thang do se dUdc chpn khi he so Cronbach's Alpha Idn hdn 0,6'. Ket qua phan tich cho thay cac thang do deu co dp tin cay kha cao. Vi vay, t a t ca bien se tiep tuc dUdc sU dung trong phan tich nhan to'tiep theo.
BANG 1: Ket q u a k i e m d i n h Cronbach's A l p h a c a c t h a n g do STT
1
7
3 4 5 6 7
Thang do Chat luong cupc gpi Hinh iinh ihuong hieu Dich vu khach hang ca'u tnic gia Khuyen mai Dich vu gia lang Suhiii long
Cronbach's Alpha 0,871 0.872 0.895 0.816 0.800 0,854 0,764 3.2. Phdn tich nhdn to khdm pha (EFA)
PhUdng phap trich n h a n to Principal Component vdi phep quay Varimax dUpc sU dung. Kiem dinh KMO va Barlett's cho ket qua, he so KMO la 0,838 (>0,5), sig = 0,000.
Ket qua nay chi r a rfing cac bien quan sat trong tong the eo moi tUdng quan v6i nhau va phan tich n h a n to (EFA) la thich hpp. Ket qua phan tich n h a n to k h a m pha EFA, cho tha'y CO 6 yeu to dUpc tri'eh tai Eigenvalue la 1,347, phUdng sai trich dUpc la 66,071%, dat yeu cau.
3.3. Ket qua phdn tich hoi quy tuyen tinh
PhUdng phap p h a n tich hoi quy boi thiic hien vdi 6 bien doe lap: chat lUpng cupc gpi (CLCG); hinh a n h thUdng hieu (HATH); dich vu khach hang (DVKH); ca'u true gia (CTG);
khuyen mai(KM); dich vu gia t a n g (DVGT) va 1 bien phu thuoc la sU h a i Idng cua khach hang.
Ket qua bang 2 cho tha'y, he so Sig cua cac n h a n to' trong bang he so' hoi quy eo gia tri tha'p hdn 0,05, dieu nay k h a n g dinh cac nhan to eo sii anh hUdng t6i bien phu thuoc la sii hai long cua khach h a n g . N h u vay mo hinh hoi quy tuyen t i n h dUpe dUa ra phu hdp v6i dii lieu; gia tri R^ dieu chinh nho hdn R^, nen sii dung no de danh gia mo h i n h la phii hdp hdn va no khong thoi phong mttc dp phii hdp 4. Hoang Trong, Chu Nguyfen M6ng Ngoc (2005).
3 8 Nghien cuv Kmh iSso 10 (461) - ThAng 10/2016
Cac ye'u to anh hudng
cua mo hinh, n h u Vay R^ dieu chinh = 0,710, CO nghia la 71,0% sii hai long cua khach hang dUdc giai thich bdi cac bien dua vao mo hinh.
Nhu vay 1 - R^ = 0,29 dupc giai thich bdi nhiing n h a n to khong dUdc dUa vao mo hinh. He so Sig = 0,000 trong kiem dinh ANOVA cho tha'y dp tin cay trong ket qua phan tich hoi quy la dam bao v6i sai so' tha'p.
He so'VIF cua cac nhan to'trong mo hinh deu
nho hdn 2, the hien cac n h a n to' khdng xay r a hien tUdng da cong tuyen. Dai lupng tho'ng ke Durbin-Watson 1< d = 1,703 < 3 n h u vay t a CO t h e ket l u a n cac p h a n du la doc lap v6i n h a u va t i n h doc lap ciia p h a n dU da dUdc bao dam.
PhUdng trinh hoi quy co dang:
Su hai long = -0,132 + 0,207 * CLCG + 0,573 * HATH + 0,156 * KM + 0,123 * DVGT.
BANG 2: K e t q u a h o i q u y He so hoi quy chua
chuan hoa
Beta Hang s6 CLCG HATH KM DVGT
Sai so' chuan -,132 ,207 ,573 ,156 ,123
He so' hoi quy chuan
hoa Beta ,210 ,041 ,039 ,044 .037
Gia tri t
.222 ,655 ,144 ,133
Muc j nghia
-,631 5.037 14,661 3,509 3.297
Tho'ng ke da cong tuyen
Do chap nhan
,529 ,000 ,000 .001 .001
He so phong dai phuong sai
,808 .786 .937 .964
1.238 1,272 1,068 1.037 HesoSig.F 0.000
He so R di^u chinh 0,710 He so Durbin-Waison 1,703 PhUdng t r i n h hoi quy cho t h a y cae n h a n to': cha't lUdng cupc gpi, hinh a n h thUdng hieu, khuyen mai, dich vu gia t a n g deu tac dong dUdng den sU hai long cua khaeh h a n g do'i vdi dieh vu mang dien thoai di dong tai t h a n h pho' Buon Ma Thuot, tUc la, miic dp hai long cua khach h a n g tUdng quan t h u a n v6i cae n h a n to' tren. Vi vay, khi tac dong lam tang gia tri cua eac yeu to' nay thi sU hai long cua khach h a n g do'i vdi dich vu mang dien thoai di dong tai t h a n h pho'Buon Ma Thuot cung gia tang. Trong do, yeu to' chat lUdng cupc gpi cd tac dong m a n h n h a t den sU h a i long cua khach hang, ke den la yeu to'hinh a n h thUdng hieu, khuyen maiva dieh vu gia tang.
Ket qua p h a n ti'ch cho tha'y khong co cd sd ve mat tho'ng ke chUng minh yeu to' ca'u t n i c gia va dich vu khach hang anh hUdng den su h a i long ciia khach hang doi vdi dich
vu mang dien thoai di dong tai t h a n h pho' Buon Ma Thuot. Co the, hien nay tai Buon Ma Thuot, gia cUdc va dieh vu khach h a n g cua cae doanh nghiep eung cap dieh vu k h a tUdng dong n h a u .
4 . K e t l u a n v a d e xua't
Ket qua phan tich cho t h a y ed bo'n yeu to a n h hudng den sU hai long eiia khaeh h a n g do'i vdi dich vu mang dien thoai di dong tai t h a n h pho'Buon Ma Thuot, do la: chat lupng cupc goi la quan trpng nhat, tiep theo la hinh a n h thUdng hieu, khuyen mai, dich vu gia tang. Trong dd, n h a n to' co a n h hudng m a n h nha't den miic dp h a i long cua khach h a n g la chat ludng cupc gpi. Thong qua ket qua nghien ciiu nay, de n a n g cao sU hai long eiia khach h a n g do'i vdi dich vu mang dien thoai di dong tai t h a n h pho' Buon Ma Thuot.
cac doanh nghiep cung cap dich vu can q u a n tam mot so'van de nhU sau:
Nghien cOvKmh teso 10 (461) - Thing 10/2016
39
Cdcyeu to dnh hifdng
Mot Id, cai tign chS^t lupng cu6c gpi, can t a p t r u n g cung cfi" va n a n g cao ch^t lUdng m a n g lUdi, iing ciiu thong tin kip thcii, khac phuc sU c6 v l mang lUdi n h a n h chong n h a m dam bao ch^t lUdng cupc gpi, ducfng t r u y i n tot, khSng bi nghen mang, rdt mang. Md r6ng viing p h u sdng, n a n g cao dung lUdng chuyen mach, nSng cao dung lUdng v6 tuy^n va toi u u hda mang ludi. Tang cUdng hdp tac vdi cac doanh nghiep trong va ngoki nUdc md rpng Roaming cho ta't ca cac t h u § bao. Dong thdi md rpng m a n g lUdi BTS 6 cac k h u ngoai t h a n h , k h u d a n cU mdi, cac k h u nong thon, viing sau, vung xa de dap iing n h u c i u cho khach h a n g d k h u vUc nay. To chiic t h u t h a p thdng tin, t u v a n cho k h a c h h a n g ve chtft lUcfng d^ giam thi^u cac k h i l u nai n h a m n a n g cao uy t i n cua n h a mang trong long khach h a n g . Thu t h a p thong tin khach hang, d^ h i i u ro khach h a n g mu6h gi, tiX do thoa m a n dUdc n h u c i u do mdt each toi da.
Hai Id, xay dUng h i n h a n h thUdng hieu, c i n t a n g cUdng h§ thong n h a n di§n thUdng hieu mang de'n cho khach h a n g nhiing gia tri cam n h a n ca v l ly t i n h lan cam tinh, tao cho khach h a n g t a m ly mong muo'n dUpc sd hiiu san ph^m, dUdc t r a i nghi§m dich vu mang thUdng hi§u cua doanh nghiep. Tang cudng quang ba thUdng hi§u qua cac phUdng tien t r u y i n thdng, t h a m gia cac sii kien... Trien khai cac chUdng trinh marketing a'n tUdng d^n khach hang, giup khach h a n g bi^t d^n san ph^m dich vu cua doanh n g h i | p n h a n h nha't va d l y du thong tin cu thi nha't.
Ba Id, gia tang chUdng t r i n h khuyen mai, thi^t kd' cac chUdng t r i n h k h u y i n mai da dang, hdp l:y- va t h u hiit k h a c h h a n g . Lien kgt vdi. n h a san xuat may, tS chiic cac chUdng trinh khuyen mai n h a m t^o r a mdt lUdng Idn khach h a n g gin bd lau dai vdi mang, tii do d l dang cham sdc nhdm doi tUdng khach h a n g nay va de tao r a su h a i long va t r u n g th&nh cua khach h a n g vdi nhk mang. Khdi phuc nhUng chUdng t r i n h
k h u y e n m a i trUdc day da gSy a'n tUdng vdi k h a c h h a n g va k h u y g n k h i c h dUdc n h u ciu s^ d u n g dich v u cua kh&ch h a n g t r o n g cac chUdng t r i n h k h u y g n m a i dd. Trong dilu ki$n hien nay, t h i hieu, sd thich cua ngudi tieu d u n g ciing t h a y dd'i m a n h ngn b ^ t d i u t h a y doi h i n h thiic q u a n g cao k h u y g n mai qua: di dong, internet, cac phUdng tien truyin t h d n g ngoai tuyd'n,
Bon Id, n ^ n g cao dich vu gia tang, da dang h d a cac loai h i n h gia tSng v l so lUdng va k h a n a n g thich iing vdi thiSt bi d i u cuoi va k h a n a n g phii hdp vdi n h i e u nhdm doi tUdng k h a c h h a n g . T a p t r u n g cliii y v l mat c h a t lUdng cung n h u ndi diang cua cac dich vu gia t a n g cung ca'p. TiSn p h o n g trong vigc r a ddi va xtag d u n g cac t i n h n a n g mdi vk s a n g tao cua cac dich v u gia t a n g mdi nh^m t h u h u t mdt lUdng k h a c h h a n g t i l m nfing den vdi mang, va n a n g cao dUdc doanh thu tii cac khach h a n g t r u n g t h a n h . Cap nhat cac loai h i n h dich v u gia t a n g t h u d n g xuy@n va hdp vdi n h u c a u cua k h a c h h a n g theo tiing giai doan cua t h i trUdng di dem din cho k h a c h h a n g nhiing tidn Idi nha't khi sxi d u n g dich vu./.
TAI LifiU THAM KHAO
1 Pham DUc K% Bid Nguy6n Hilng (2007), NghiSn oJu m6 hinh tmng thanh cua khdch hang trong Enh vuc dich vu mang dien thoai di ddng tai ViSt Nam, Tap chi Buu chinh viin thdng cdng nghi thdng lin.
2. Nguyen Dinh Tho (2011), Phiamg phdp nghiin cOu khoa hoc trong kinh doanh, Nxb lao dOng xa hOi.
3. Hoang Trpng, Chu NguySn M6ng Ngoc (2005), Phdn tich da lieu nghien ciiu vdi SPSS, Nxb ThiJng kfi.
4. Cronin J. J. & Taylor S. A. (1992), Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56 (July).
5. Gromoos C. (1984), A Service Quality Model and its Mariceting Implications, European Journal of Marketing, Vol. 18 Iss: 4, pp. 36 - 44.
6. PhiUp Kotier (2001), Marketing Management MiUenium Edition, Prentice-HaU.
7. I^asuraman A., Zeithaml V.A. & Berry L.
L.(1985), A Conceptual Model of Service Quality and Its Implication for Fucture Research, Journal ofMaketing.
40 NgtnSn cAi Knh ^s610 (461) - Thing 10/2016
