QUANTRI-QUANLY
CAC NHAN TO TAC D O N G DEN SlT HAI LONG CUA KHACH HANG KHI Sif DUNG DICH VU
CUA CONG TY DICH VU VlIlN THONG VINAPHONE TAI THANH PHO VUNG TAU,
TINH BA RIA VUNG TAU
• DINH KIEM - PHAM XUAN TRUCfNG
T 6 M TAT:
Nghienctfunay dtfde ihtfe hidn nham danh gid edc nhan tdtdc ddng de'n stf hai long (SHL) eua khich hang ed nhdn khi stf dung dieh vu eua Cdng ly Dieb vu Vidn thdng Vinaphone tai thanh pho Vung Tdu, tinh Bd Ria - Vung Tdu, thdng qua khdo sdt 250 khdeh hdng, cdng cu Cronbach's Alpha, EFA va phan tich hdi quy bOi dffdc sff dung. Kd't qua da dffa ra dffdc md hinh 6 ye'u Jo' dnh hffdng de'n SHL cua kbdcb hang ed nhdn khi sff dung dich vu cua Cdng ly Dich vu Vidn thdng Vinaphone, sap xe'p theo mtfc do dnh htfdng giam dan, gdm: Sff thuan lien, Cd'u hiic gia, Cha't Iffdng eude goi, Dich vu khacb hang, Phffdng lien htfu hinh vd Dieh vu gia tang.
Ttf ket qua nghidn ctfu tren, tae gia de xud't mdt sd ham y quan tri nham giup cae nhd quan trj cung cap dich vu viln thdng Vinaphone tham khao dd de ra eae bien phap thiet thtfc nham dap ffng vd ndng cao SHL cua kbdcb hdng.
Tuf khoa: Sff hai Idng cua khach hang, dich vu vidn thdng Vinaphone, Cdngty Dich vu vidn thdng Vinaphone thdnh phd'Vung Tau.
1. Dat vdn dd
Trong bd'i cdnh hien nay, sff tie'n bg vd mat cdng nghe, dich vu vien thdng di ddng hien nay dd ird nen pho bie'n va khdng the thie'u dd'i vdi mgi ngffdi trong cudc sdng hang ngay. Tai thdnh phd VQng Tau hien nay cd nhidu nha cung ca'p dich vu vidn thdng la MobiFone, VinaPhone, Viettel, EVN Telecom va Vietnamobile. Stf canh tranh trong ITnh vffc vien thdng di ddng dang dien ra ngdy cang khd'c het, khdng nhffng ve gia ea ma cdn nhffng tien ieh dem de'n cho khach hang, doanh nghiep hien tai trong cudc canh tranh khd'c liet ndy ludn phai dd'i mat vdi ra't nhidu riii ro tren thi trtfdng.
Do vay, de thanh edng tren thi trffdng hien nay, cde nha cung cd'p dich vu phdi ndng eao chd't Itfdng dich
vu nham thda man khdeh hang ngay eang td't bdn.
SHL cua khach hang dd'i vdi san pham - dieh vu la van de sd'ng cdn, la chia khda ihanh cdng va phat tridn kinh doanh ben vffng cho ta't ca ede doanh nghiep. Thdi gian gan ddy, mac du khdng ngtfng cdi thien cd sd vat cha't, nang cao chd't Iffdng dich vu, da dang san pha'm de phue vu nhu eau cua khdeh hang nhtfng ihi phan vien thdng Vinaphone tai thanh phd' Vung Tau, tfnh Ba Ria - Vung Tau vdn cdn tha'p va dang bj thu hep.
2. Tong quan cac v^'n de nghidn ctfu 2.1. Ve stf hdi long cua khdeh hdng SHL eiia khdeh hang dd cap ddn cde ddnh gia ciia ngtfdi tieu diing ve stf thanh edng hay tha't bai eua eac doanh nghiep trong viec ddp ffng ky vong.
TAP CHi CONG THK0NG
vdi sff mong ddi dap tfng ddn den SHL va ky vgng khdng dffdc ddp ffng dan de'n stf khdng hai long (Oliver, 1999). SHL la trai nghiem cua ngtfdi tieu dung, so sdnh chd't Itfdng cam nhan vdi eha'l Itfdng mong ddi (Anderson va Fomell, 1994;
Parasuraman va cgng stf, 1985).
Dtfdng Tri Thao va Nguyin Hai Bien (2011) cho rang, SHL Id qua trinh nhdn xet, ddnh gid ciia khdeh hang vd san pham hay dich vu ma san pham hay dieh vu nay ed dap ffng dffdc cac nhu cau va sff ky vgng eiia ho hay khdng. Vd Thanh Hai va edng sff (2017) dtfa ra dinh nghia SHL eua khdeh hang la sff phan hdi tinh cam/todn bg cam nhdn cua khdeh hang dd'i vdi nha cung cd'p dich vu trdn cd sd so sdnh stf khac biel gitfa nhffng gi hg nhan dtfde so vdi mong ddi trtfdc do.
2.2. Mdi quan gitfa chdt lUtfng dich vu vd stf hdi long cua khdeh hdng
Theo Parasuraman vd edng stf (1985) chd't Iffdng dich vu vd SHL tuy la hai khdi nidm khdc nhau, nhffng ed lien he chat che vdi nhau. Didu ndy dffdc Parasuraman vd edng stf (1993) khang dinh them rang giffa chd't Iffdng dich vu va SHL khach hang idn lai md'i quan he nhdn qud. Cdn Zeithalm va Bitner (2000) thi cho rang, sff thda man khdeh hang la mdt khai niem long quat, the hien SHL cua ho khi tieu dung mgt dieh vu. Dffdng Tri Thao va Nguydn Hai Bien (2011) cho rang, chd't Iffdng dich vu hen quan de'n qud trinh eung cd'p dich vu, cdn stf thda man chi xud'l hien sau khi khacb bang da stf dung djch vu. Theo Zeithaml va Bitner (2000), chd't Itfdng dich vu chi lap trung phan anh nhan thffc cua khacb bang ve cde nhdn Id' eu thd cua chd't Iffdng dich vu bao gdm dd tin cay, do phdn hdi, sff dam bao, sff cam thdng va linh hifu hinh. Trong khi do, SHL cua khach hdng khdng cbi bi anh htfdng bdi nban thtfc eua khdeh hang ve eha'l Itfdng dich vu ma edn chju dnh htfdng eua chd't Iffdng san pham, gia ca, eac nban to' cd nhan va cac nhdn id tinh hud'ng.
2.3. Cdc yeu tddnh hffdng den SHL cua khdeh hdng ve dich vu vien thdng di ddng
Dffdng Tri Thao va Nguydn Hdi Bien (2011) eho rang sff thda man eua khach hang ve ebd'l Itfdng dieh vu cac mang dien thoai di ddng tai Ihdnh phd' Nha Trang chju sff tac dgng eua 5 yeu Id', gdm: (1) Sff thuan tien, (2) Ca'u true gid, (3) Cha't Iffdng cudc goi, (4) Djch vu gia tdng va (5) Dich vu khach hang. Nghien ctfu eua Nguydn Tuyet Khanh (2017) danh gid SHL cua khach
hang dang sff dung djch vu di ddng Mobifone vdi 5 nhdn td: (1) Chd't Iffdng cudc goi, (2) Djch vu gia tang, (3) Sff thuan lidn, (4) Djch vu khdeh hang vd (5) Cd'u true gia. Tren cd sd md hinh cba't Iffdng dich vu SERVQUAL cua Parasuraman (1985) va thang do cua Cronin va Taylor (1992), Tdn Hodng Thanh Hue va Le Bd Dai (2017) xay dffng md hinh de xua't vd cde nban td' anh hffdng de'n SHL ve chat Itfdng dich vu vidn thdng eua VNPT Thanh Hda, bao gdm: (1) Phtfdng lien hffu binh, (2) Do lin eay, (3) Sff dap tfng, (4) Nang lu'e phue vu, (5) Stf cdm thdng. Dffa theo md hinh do Iffdng chd't Iffdng dich vu SERVPERF cua Parasuraman va cdng stf (1992), Vd Thanh Hdi vd cgng stf (2017) cho thd'y SHL eua khach hang dd'i vdi djch vu vidn thdng di ddng ciia doanh nghiep tren dja ban Da Ndng gom 5 nhan id anh htfdng theo thtf ttf Itf eao den thd'p la: (1) Cd'u true gid, (2) Dich vu khdeh hdng, (3) Stf thudn tidn, (4) Cha't Iffdng cudc ggi va (5) Dich vu gia tn gia lang.
2.4. Mo hinh nghien cihi vd gid thuye't nghien ctfu
Dffa theo cd sd ly thuye't eiia Parasuraman vd cdng stf (1985, 1992), Zeithaml vd Bitner (2000) va cac nghidn cffu trffdc, ddng thdi ke't qua nghien ctfu djnh linh, md hinh nghien cffu dtfde nhdm tac gid de xud't nhff sau:
SHL eiia khach hang khi sff dung dich vu ciia edng ty djch vu vien thdng Vinaphone lai thdnh phd' Vijng Tau = f (Cha't Iffdng cudc ggi, Dich vu gia tang, Sff thuan lien, Djch vu khacb bang, Ca'u true gid, Phffdng tidn hffu hinh).
Hj: Chdt tuang cudc ggi tdc dong den stf hdi tdng cua khach hdng khi stf dung dich vu cua Cong ty Dich vu Vien thdng Vinaphone tgi thdnh phd Vung Tdu, tinh Bd Ria - Vung Tdu
H2- Dich vu gia tdng tdc dgng den stf hdi Idng cda khach hdng khi sH diing dich vu ciia Cdng ty Dich vu Viin thdng Vinaphone tqi thdnh phd Vung Tdu, tinh Bd Ria - VUng Tdu.
H^: Stf thudn tien tdc ddng den su hdi long cua khach hdng khi stf dung dich vu cda Cong ty Dich vu Vien thong Vinaphone lgt thdnh phd Vung Tdu, tinh Bd Ria - Vung Tdu.
H4: Dich vu khach hdng tdc ddng den su hdi tdng cua khach hdng khi siidung dich vti cua Cdng ty Dich vu Vien thdng Vinaphone tgi thdnh phd VUng Tdu, tinh Bd Ria - Vung Tdu.
Hy Cd'u true gid tdc dong den stf hdi long cua khach hdng khi stf dung dich vu cua Cong ty Dich
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VH Vien thdng Vinaphone tai thdnh phd Vung Tdu, linh Bd Ria • Vung Tdu.
H^: Phuang tiSn htfu hinh ldc ddng den stf hdi long cua khach hdng khi sd dung dich vu cua Cdng ty Dich vu Vien thdng Vinaphone tgi thanh phd Vung Tdu, ttnh Bd Ria - Vung Tdu.
3. Kd't qua nghien citu 3.1. Thdng ke mdu nghien ctfu
Mdu dieu tra dffde tnen khai khdo sdt cde khdeh hang da vd dang sff dung dich vu ciia Cdng ty Dich vu Vien thdng Vinaphone tai Thdnh phd' Viang Tdu, tinb Bd Ria - Vung Tau trong tbdi gian 03 thang (ttf ngay 02/2019 de'n ngay 05/2019). Tong sd bang khao sdt dtfde phdt ra 260, thu ve 254 bang, loai ra 4 bang khdng dat yeu edu, cdn lai 250, dat ly Id 98,43% (Bang 1).
3.2. Kiem dinh dd tin cqy cua thang do Ke'l qua Bang 2 cho thd'y ede bie'n cd he sd' Cronbach's Alpha Idn hdn 0,6 vd cd he sd' ttfdng quan bie'n - tdng Idn hdn 0,33 (Nguyin Dinh Thg, 2012). Cde bie'n nay dtfdc sff dung trong phdn tich EFA tidp theo (Bang 2).
3.3. Phdn tich nhdn td'kham phd EFA Kdt qua kidm djnh Bartlet vdi so' sig.< 0.05 (mtfc y nghTa 5%) vd he sd KMO bang 0,845 Idn hdn 0,5, dat yeu eau thtfc hien phdn tieh EFA. 23 bien quan sdt ddc lap dtfdc dffa vdo phdn tich nhan td' EFA vdi phffdng phdp irieh Principal Component va phep quay Varimax. Ke'l qua EFA cho thd'y cd 6 nhdn td' dffdc trich tai Eigenvalues la 1,441 vd tdng phffdng sai trich dtfdc la 84,304% > 50%, dieu ndy ndi len rdng 6 nhdn Id' dffdc trich ra nay cd thd gidi thieh dffde 84,304%
bien thien ciia dtf lieu, day Id ke'l qua cha'p nhan dffdc (Bang 3).
Bang 1. Thong tin m6u khdo sal Khu VLic
PhUdng 1 Phudng 2 PhUdng 3 Phi/dng 4 Phudng 5 Phudng Thang Nhi Phudng 7 Phudng 8 Phudng 9 Phudng 10 Phudng 11 Phudng 12 Phudng Thang Nhat Phudng Rach DUa Phudng Thang Tam Phudng Nguyen An Ninh Xa Long Sdn
Tan so 9 ~ 22 9
12 16 19 29 18 16 12 17 16 26 3 5
Tyle%
3,60%
8,80"/o 3,60%
4,40%
4,00%
4,80%
6,40%
7,60%
11,60%
7,20%
6,40%
4,80%
6,80%
6,40%
10,40%
1,20%
2,00%
Ngudn. Xtf ly hang phdn mem SPSS 25.0 ttf diflieu khdo sdt Ke't qua kiem dinh ede bidn quan sal phu thudc cho thay sig = 0,000<0.05, KMO = 0,710 (> 0,5).
Kdt qua EFA cho thd'y vdi phffdng phdp trich nhdn to'Principal Component, phep quay Varimax, trich dtfde mdt nhdn id' vdi 3 bie'n quan sat va phtfdng sai trich tich luy dffdc la 77,507% (>50%). Gia tri
Bdng 2. He so Cronbach's Alpha STT
1 2 3 4 5 6 7
Thang do Chat luong cuoc ggi (CLCG) Djch vu gia tang (DVGT) Sit ttiuan tien (STT) Dictl vu i<hacll tiang (DVKH) Cau true gia (CTG) Phuong tien hOu hinh (PTHH) Suhaii6ng(SHL)
So bien quan sat 3 3 4 4 5 4 3
H$ so Aipha 0,94 0,929 0,941 0,911 0,948 0,908 0,854
TUdng quan bien tong nho nhat 0,837 0,818 0,822 0,717 0,850 0,741 0,678
Ngudn • Xd ly bang phdn mem SPSS 25.0 ttf dd lieu khdo .sdt
TAP CHi CQNG THlftfNG
Bang 3. Ket qua phdn lich nhan to khdm phd EFA
Bien
CTG3 CTG5 CTG1 CTG4 CTG2 STT2 STT3 STT4 STTl PTHH4 PTHH3 PTHH1 PTHH2 DVKH2 DVKH1 DVKH3 DVKH4 CLCG2 CLCG1 CLCG3 DVGT3 DVGT2 DVGT1 Eigenvalues Phuong sal trich (%)
Nhan to 1
0,880 0,876 0.868 0,852 0,845
8,504 36,974
2
0,882 0,852 0,846 0,836
2,920 12,698
3
0,912 0,890 0,840 0,822
2,418 10,513
4
0,886 0,857 0,853 0,831
2,234 9,715
5
0,927 0,918 0,829
1,872 8.139
6
;
0,906 0,904 0,856 1.441 6.265
Eigenvalue la 2,325 (> 1), cae he so' tdi nhdn td' eiia cac bie'n quan sat deu Idn hdn 0,5, Ehang do dat yeu cau.
Ke't qud kidm djnh Cronbach's Alpha vd EFA neu tren cho ihd'y, thang do cdc ye'u td ddc Idp vd phu thudc ddu dat yeu eau vl gia trj va dd tin eay, va se dffdc dffa vao nghidn ctfu dinh Itfdng tie'p theo.
3.3.1. Phdn tich ma trdn he sd lUang quan Pearson
Ma tran ttfdng quan cho thd'y mtfe y nghia cua
Nguon- Xtfly hang phdn mem SPSS 25.0 id dif liiu khdo sdt cdc he so' ra't nhd (sig = 0,000 < 0,05) nen cae hd sd' ttfdng quan cd y nghia ihd'ng ke va ddu dii didu kien de dtfa vao phan tich hdi quy.
Tff Bang 4, trj thd'ng ke F = 173,5305 vdi gia trj sig = 0.000 < 0.05 ke't luan md hinh hdi quy long the phCi hdp vdi tap dff lieu nghien cffu. He so' R^
hieu ehinh bdng 0,806102 ebo thd'y 80,6102% sff bid'n thidn ciia bien phu thudc dffde giai thich bdi cac bie'n ddc Idp tham gia trong md hinh. Ngoai ra, eae bie'n ddc lap ed mtfc y nghia sig de nhd hdn 0.05 nen de ed y nghTa thd'ng ke.
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Bang 4. Ke't qud phdn tich hoi quy
Bien d$c l$p
CLCG DVGT STT DVKH
CTG PTHH (Hang sd)
H$soh6iquy(B)
0,154 0.117 0.354 0.154 0.235 0.164 -0.534
H0 so Beta chuan hoa
0.211 0.144 0.378 0.189 0.242 0.166
Miic y nghTa
0.00 0.00 0.00 0.00 0,00 0,00 0,00
Thong ke da cdng tuyen Tole ranee
6,46 4,54 10,85 6,03 7,21 5,38 -3,96
VIF 1.37 1.30 1,56 1,26 1,45 1,22
R2 hieu chinh: 80.61%
Thong keF (ANOVA)'173.5305 Miic y nghia (Sig. Ciia ANOVA)' 0,0000 Durbin-Watson. 2,094039
Ngudn: Xtf ly bdng phdn mem Eviews 10 tUdd lieu khdo sdt
3.3.2. Phdn tich hdi quy Phtfdng trinh bdi quy:
SHL= 0„ 154*CLCG + 0,117*DVGT + 0,354*STT + 0,154*DVKH + 0,235*CTG + 0,164^^ PTHH+ ei.
Cae he so hdi quy deu mang da'u dffdng (+) the hien cdc bien dgc lap cd' quan he thudn vdi bie'n phu thudc. Cdn cff vao he so' hdi quy chuan hda trong md hinh, SHL cua khach hang dd'i vdi djch vu vien thdng Vinaphone lai thanh phd' Vung Tau, tinh Ba Rja - Vung Tdu (SHL) chju tae ddng nbieu nha't vd gidm dan theo thtf itf gdm: Sff thudn tien (STT), Cd'u true gia (CTG), Chd't tffdng cudc ggi (CLCG), Dich vu khaeb hdng (DVKH), Phffdng tien hffu hinh (PTHH) va Dich vu gia tdng (DVGT).
3.3.3. K'lim dinh stf vipham cua cdc gid dinh hoi quy tuyen tinh
Vdi gia trj P-value ciia tham sd'J (kiem dinh Jarque-Bera) la 0,836 > 0,05 (mtfc y nghia 5%), la cha'p nhdn HQ, nghia la md hlnh ed phan dtf ludn theo phan phd'i chuan d mtfc y nghia 5%.
Kiem dinh da cdng tuye'n, vdi cac he so' VIF eiia eac bie'n ddu cd tn < 10, chtfng to md hinh khdng xay ra hien ttfdng da cgng luye'n.
Kidm dinh BG, kidm djnh tinh ddc lap ciia edc sai sd md hinh, cd P-value ciia dai Iffdng kiem dmh
= 0,5374 > 0,05 (mtfc y nghia a=5%), ta di de'n kdt
luan cha'p nhdn gia thie't HQ. Nghia Id md hinb hdi quy khdng xay ra hien tffdng ttf iffdng quan giffa cdc sai so, hay ndi cdch khdc cdc sai sd' dam bdo tinh ddc lap.
Kiem djnh White ve tinh khdng ddi ciia phffdng sai cua sai so', eho tha'y P-value eiia dai Iffdng kiem dinh = 0,000 < 0,05 (mtfc y nghia = 5%), ta bae bo gid thid't HQ. NghTa la md hinh hdi quy cd xay ra hien ttfdng phtfdng sai ciia phan dff thay ddi d mtfc y nghia 5% (thdng ihtfdng dff lieu thu thap bang phffdng phap thuan tien ddu de xay ra hien tffdng nay (Gujarali, 2003)).
Nhff vay, kiem dinh gia dinh hdi quy cho thd'y, ciie gia djnh hdi quy bau he't Id khdng hi vi pham, do dd ke't qua hdi quy cd the dffdc gidi thich cha'p nhdn.
4. Kd't luan va ham y quan tri 4.1. Ket luan
Qua qua trinh nghien cffu, nhdm tde gia dd sff dung phtfdng phap nghien ctfu dinh Itfdng phu hdp.
Xffly sdiieu bang phtfdng lien Ihd'ng ke deed the xdc dmh dtfde 6 nhdn td anh hffdng de'n SHL eiia khach hdng khi sff dung djch vu ciia Cdng ly Djch vu Vidn thdng Vinaphone tai thanh phd Vung Tdu, tinh Ba Rja - Vung Tau, sap xe'p theo thff ttf gidm dan: Stf thuan lien, Cd'u triie gid, Chd't Itfdng cudc ggi, Djch vu khach hang, Phffdng tien hffu hinh vd Dich vu gia tang.
TAP CHi CONG THlftfNG
4.2. Hdmy qudn tri 4.2.1. Su thudn lien
Cdng ty cung cd'p dich vu vien thdng Vinaphone nen lien ke'l, md rdng edc diem cham sdc khdeh hang, dau tff edng nghe cham sdc khdeh hang trffc tuye'n, xdy dtfng mang Iffdi cdng tdc vien hieu qud.
4.2 2. Cdu triic gid
Cdng ty nen cung cd'p da dang gdi effdc, khach hang tff lffa chgn ede gdi etfdc phu hdp, bieu phi khae nhau theo khung thdi gian, nhdn lin mien phi ndi mang. Gid ca lau dai nen dp dung theo htfdng linh hoat.
4.2.3. Chdt tuang cugc ggi
Nba quan tri can cd ke'hoach ndng ca'p ky thuat tien tie'n, dau tff cac cdng nghe ddng bd, xdy dffng mang Iffdi cae tram tbu phat sdng vdi sff phan bd' phil hdp tren tffng dja ban.
4.2.4. Dich vu khdeh hdng
Cdng ty can cbii trgng nang cao eha't Iffdng ngudn nhdn lffc thdng qua dao tao ngi bd vd Hen
ke'l dao tao, ddi mdi ndi dung vd hinh thtfc dao tao.
4.2.5. Phuang lien htfu hinh
Cdng ly can tbffc hien rd soat vd danh gia lai ede ed sd cham sdc khach hang, cffa hang giao dieh, dau tff khu vffc chd lam thu tuc phuc vu khach hang.
4.2.6. Dich vu gia tdng
Cdng ty nen ap dung cdng nghe mdi, sang tao ede dich vu gia tang thdng qua nghien ctfu hanh vi khdeh hdng, nghien ctfu cde edng nghe mdi.
4.3. Han chi'cua nghien ctfu
Nghien cffu van cdn mdt sd'ban ehe'nhd't dinh nhtf: (1) Pham vi nghien ctfu eua de tai cdn han che'; (2) Nghien ctfu chi khdm phd va rut ra dtfdc 6 ye'u to. thtfctd'cdnmdt so'ye'u td'khac chtfa dtfdc di cap; (3) Nghien ctfu mdi khao sat dffdc so' Iffdng khaeb hang ed nban itfdng dd'i it so vdi tdng the; (4) Phtfdng phdp nghien cffu hdi quy vdn cdn nhidu han che', thich hdp nha't la sff dung md hinh cd'u true tuye'n linh SEM. Dd ciing chinh la gdi y cho nhffng nghien ctfu tidp theo •
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154 So 13'Thang 7/2019
QUAN IRj - QUAD IV
Ngay nhan bai: 14/6/2019
Ngay phan bi^n danh gia va sufa chii'a: 24/6/2019 Ngay chS'p nhan dang bai: 4/7/2019
Thong lilt tdc gid:
l.TS.DENHKIEM
Nguyen Trifftng khoa Quan ly Ngu6n nhan Itfc, Trtforng D^i hoc Lao ddng Xa hOi (CSll) TP. H 6 Chi Minh.
2. PHAM XUAN TRlTOiNG
Pho Giam d6'c Trung tam Kinh doanh VNPT tinb Ba Ria -VOng Tau
FACTORS AFFECTING THE CUSTOMER SATISFACTION WHEN USING SERVICES OF VINAPHONE
TELECOMMUNICATION SERVICES COMPANY OF VUNG TAU CITY, BA RIA - VUNG TAU PROVINCE
• Ph.D DINH KIEM
Former Dean, Faculty of Human Resource Management University of Labour a n d Social Affairs - Ho Cfii Minh City Campus
• PHAM XUAN TRUONG
Vice Director, VNPT Sales Center of Ba Ria - Vung Tau province
ABSTRACT:
This study is to assess factors affecting the customer satisfaction when using services of Vinaphone Telecommunication Services Company of Vung Tau City, Ba Ria - Vung Tau province by surveying 250 customers. Cronbach's alpha. Exploratory Factor Analysis (EFA) and multiple regression analysis tools were used to carry out this study. This study reveals that there are six factors affecting the customer satisfaction, namely Convenience. Price Structure, Call Quality, Customer Service, Tangible Media and Value Added Services (arranged according to the impact level). Based on the study's results, authors proposes .some administrative implications to help managers of Vinaphone Telecommunication Services Company of Vung Tau City set out practical measures to meet and enhance the customer satisfaction.
Keywords: Satisfaction of customers, Vinaphone telecommunications .services, Vinaphone Telecom Services Company of Vung Tau City.
