Cac yeu to
anh hu'dng den chat lu'cfng
djch vu cua cac doanh nghiep kinh doanh khach san
lai TP. Da NSne
• *-^ LE ANH TUAN*
N G U Y I N LE NHAN**
Tom tat
Ket qud khdo sdt 389 mdu vdi ddi tuang chinh Id chu doanh nghiep, qudn ly, nhdn vien vd khdch hdng cd sd dung dich vu khdch sgn tren dia bdn TP. Dd Ndng thdi gian vda qua cho thdy, cdc yeu to': Dieu kien vdt chdt; Khd ndng phue vu cua dan vi Id nhitng yeu to' quan trong quyet dinh den sU hdi long khi sd dung cdc dich vu khdch sgn cua cdc doanh nghiep ben cgnh cdc yeu td khdch quan ben ngodi. Td ket qud nghien cdu, tdc gid dua ra mot sd gai y cho nhd qudn tri trong viec hodn thien mot sd cdc chinh sdch nhdm ndng cao han nita chdt luang dich vu khdch sgn tren dia bdn TP. Dd Ndng (Bdi viet sddi^ng cdch viet so thdp phdn theo chudn qudc te).
TiJf khda: chdt luang dich vu, khdch sgn, Dd Ndng, mdc do hdi long Summary
Through a survey of 389 samples with the main subjects being business owners, managers, staffs and customers who have used hotel service in Da Nang city in the recent time, the study shows that Material condition and Ability to serve are the important factors determining the satisfaction when using the hotel service of enterprises beside the external factors. From the findings, the authors provide some suggestions for managers in finalizing some policies in order to improve the quality of hotel service in Da Nang city (The article uses decimal
\ number according to international standards).
Keywords: quality of service, hotel. Da Nang, satisfaction level
^
GIOI THIEU ddng het cdng sua't phdng ngay ca trong mua eao die'm ve du lich, nhieu khach san rdi vao tinh trang khdng Theo sd'lieu cua Sd Du lieh Da NSng, hoat ddng hoac hoat ddng cam chffng trong miia tha'p lh den het nam 2016, tren dia ban die'm. Dai dien Phdng Quan ly ed sd Lffu tru Sd Du hanh phd' ed 575 ed sd lffu tru du lieh lieh Da Nang cho bie't, ddi vdi phan khiic khach san dat Si tren 21,300 phdng. Trong dd, loai 4-5 sao, dae biet la khach san nghi dffdng cd cdng sua't nh ed sd Iffli trii la khach san chie'm budng phdng dat binh quan 75% trong nam. Khach san )%. Sd' Iffdng cd sd lffu tru va phdng hang 3 sao vao miia tha'p diem chi dat 35% cdng sua't, lach san tai Da Nang tang binh quan tff dae biet dd'i vdi khach san quy md nhd hang 1-2 sao, )%-14%/nam. Tuy nhien, qua khao sat miia cao die'm cung chi dat 50% va mda tha'p die'm dat 'ffc te'cua Sd Du lieh Da Nang, tren dia 25% edng sua't (Doan Thanh, 2017).
in, da xua't hien tinh trang cung vffdt Trong bd'i canh "dff eung" nhff vay, de tdn tai, phat la eau, he thd'ng khach san Ididng boat trien va di vao hoat ddng ed hieu qua, eac doanh nghiep
hS., **ThS., Tru'dng Dai hoc Duy Tan Da Ning I Email: [email protected]
"^•dy nhan bdi: 26/09/2018; Ngdy phdn bien; 09/10/2018; Ngdy duyet ddng: 22/10/2018
)nomy and Forecast Review O J j
HINH: MO HilSH NGHIEN C(i(l DE XUAT Sir tin cav
Su ddp irns
Ndng lyc phue vu Sir dong cdm Phifffns tien hiru hinh
Yeu to khdc
HO HI
H2 H3 H4 H5
Chat lirong dich vu khach san
Mguon: De xuat ciia nhom tac gia
kinh doanh khach san - du hch khdng chi can tao cho minh ldi the' ve cd sd vat chat ky thuat, ma edn phai tao ra mgt net ddc dao rieng cd trong chat Iffdng dich vu cung cap.
CO s d LY THUYET VA PHU'ONG PHAP NGHIEN CLfU
Ccf sd ly thuyet
Theo nghien effu eiia Parasuraman va edng sff (1985), thi "Chat Iffdng dich vu la mffe chenh lech giffa sff mong ddi cua khach hang va dich vu ma khach hang cam nhan dffdc". Cac tae gia da gidi thieu thang do SERVQUAL gdm 10 thanh phan: (1) Phffdng tien hffu hinh; (2) Tin cay; (3) Dap ffng; (4) Nang Iffe phue vu;
(5) Tie'p can; (6) An can; (7) Thdng tin; (8) Tin nhiem;
(9) An toan; (10) Thau hieu.
Sau nhieu nghien cffu kiem dinh eung nhff ffng dung, SERVQUAL dffdc thffa nhan nliff mdt thang do ed gia tri ly thuye't eung nhff thffc tien. Tuy nhien, thu tue do Iffdng SERVQUAL kha dai ddng. Do vay, da xua't hien mdt bien the eua SERVQUAL la SERVPERF. Thang do nay dffdc Cronin va Taylor (1992) gidi thieu, xae dinh chat Iffdng dich vu bang each ehi do Iffdng chat Iffdng dich vu cam nhan (thay vi do ca chat Iffdng cam nhan iSn ky vgng nhff SERVQUAL). Hai dng eho rang, cha't Iffdng dich vu dffdc phan anh td't nha't bdi chat Iffdng cam nhan, ma khdng can cd chat Iffdng ky vgng, eung nhff danh gia trgng sd' cua 5 thanh phan.
Nhff vay, cd the' tha'y, chat Iffdng dich vu la ket qua eua mdt qua tnnh danh gia tich luy eua khach hang dffa tren sff so sanh giffa chat Iffdng mong ddi va mffe do chat Iffdng khach hang da nhan dffdc. Ndi each khac, chat Iffdng dich vu ludn dffdc so sanh vdi mffe do thda man nhu cau cua khach hang sau khi da tieu dung dich vu.
M6 hinh nghien cu'u
Tff cac quan die'm khae nhau va cae md hinh nghien effu cua cac nha nghien effu trffdc, theo dd cac gia thuye't dffdc tae gia de nghi de kie'm dinh trong nghien cffu nay, ddng thdi la cd sd de' thiet ke md hinh nghien cffu, nhff sau:
(HO): Cdc yeu td thuoc nhdm yeu toed lien quan den sU tin cdy dnh hudng den Chdt luang dich vu khdch san cda TP.DdNdng
(HI): Cdc yeu td thudc nhdm yeu to cd lien quan den sU ddp dng dnh hudng den Chdt luang dich vu khdch sgn cua TP. Dd Ndng.
(H2): Cdc yeu td thudc nhdm yeu to cd lien quan den ndng luc phue vu anh hudng den Chdt luang dich vu khdch sqn cua TP. Dd Ndng.
(H3): Cdc yeu td thuoc nhdm yeu to cd lien quan den sU dong cdm dnh hudng den Chdt luang dich vu khdch sgn cm TP. Dd Ndng.
(H4): Cdc yeu td thudc nhdm yeu toco lien quan den phuang tien hdu hinh anh hudng den Chdt luang dich vu khdch sqn cua TP. Dd Ndng.
(H5): Cdc yeu td thudc nhdm yeu to khdc dnh hudng den Chdt luang dich vu khdch sgn cua TP. Dd Ndng.
Dffa tren nen tang cd sd ly thuye't ve chat Iffdng dich vu khach san va eac yeu to anh hffdng den chat Iffdng dich vu khach san cua cae nghien effu trffdc dd, tac gia de xuat md hinh nghien ciiu nhff Hinh.
Phifcfng phap nghidn citu
Nghien effu dinh Iffdng dffdc thtfc hien thdng qua phffdng phap phdng van cac nha quan ly, nhan vien khach san va cae khach hang sff dung dich vu khach san tren dia ban TP. Da N£ng.
Trong nghien effu nay, tac gia da thu thap 420 mlu va sff dung phffdng phap lay miu phi xac sua't. Vdi 420 phie'u dieu tra thu ve, ehi ed 389 phie'u du yeu cau thdng tin eho phan tich, do mdt so ca the khdng tra ldi day du thdng tin hoac sai yeu eau can thie't cua mSu khao sat. Thdi gian khao sat: tff thang 03-08/2018.
Cac dff lieu sau khi thu thap da dtfcfc lam sach va xff ly bang phan mem SPSS 20.0 de kiem dinh cac gia thuye't nghien effu. Do tin cay thang do dffdc kiem tra theo he so Cronbach's Alpha. Nhffng bien cd he sd tffdng quan bie'n td'ng nhd hdn 0.3 se bi loai. Thang do cd he sd Cronbach's Alpha tii" 0.7 trd len dffdc chap nhan.
KET QUA NGHIEN CLfU KET QUA KIEM DjNH THANG DO
Chat Iffdng dich vu eua khach san dffdc do Iffdng bang 24 bien quan sat.
Sau khi kiem tra mffe tin cay hang Cronbach's Alpha, he sd tffdng quan cua cac bie'n quan sat so vdi bien td'ng deu phd hdp vdi yeu cau, nen khdng ed bien nao bi loai va cac bie'n thanh phan trong nghien cffu deu cd he sd tin cay eao. He
36
Kinh te vaDUbva Dir bao
sd Cronbach's Alpha eua bien Sff tin cay la 0.844; cua Sff dap ffng la 0.861; eua bie'n Nang Iffc phue vu la 0.8; cua bie'n Sff ddng cam 0.726; cua bie'n Phffdng tien hffu hinh la 0.724; cua bien Yeu td khac la 0.765.
K^ qua phan tich yeu tdkhdm pha (EFA) Phan tieh yeu to se dffdc sff dung de kie'm dinh sif hdi tu cua cac bien thanh phan ve khai niem. Kiem dinh sff thieh hdp eua phan tich ye'u to vdi dff lieu cua mau thdng qua thd'ng ke KaiNLPV- Meyer-Olkin (KMO). Theo dd, tri sd KMO phai du ldn (giffa 0.5 va 1) nghia la phan tich ye'u to la thieh hdp (Garton 2003), ne'u tri sd' nay nhd hdn 0.5, thi phan tieh ye'u td' cd kha nang khdng thich hdp vdi cae dff kien.
Trong phan tieh EFA, sau 2 lan chay EFA cho tha'y, tai mffe gia tri Eigenvalues
=1 vdi phffdng phap tieh nhan so vdi phep quay Varimax cho phep tieh dffdc 4 ye'u tdtff 12 bie'n quan sat va phffdng sai dffdc la 65.651%. Cae thanh phan ed he so ehuyen tai dat yeu eau (>0.5) dam bao mffe y nghia trong phan tich ye'u to. Kiem dinh KMO va Bartlett's trong phan tieh factor eho tha'y, gia thuye't nay bi bae bd (Sig*. 000<0.5) va he sdKMO (=0.889>
0.5) cao chffng td phan tieh EFA thich hdp dffdc sff dung trong phan tieh nay.
Ke't qua eu the dffdc the hien thdng qua dff lieu d Bang 1.
Ket qud phdn tich mo hinh hoi quy Sau khi phan tich EFA, vdi phep quay Varimax va phffdng phap tinh trung binh gia tri eua eac bie'n quan sat trong cac nhdm ye'u td, da dffa ra dffdc md hinh cae ye'u td' anh hffdng de'n chat Iffdng dich vu khach san gom 4 ye'u to ldn, nhff sau: (i) Do tin cay, cd ten day du la mffe do tin cay, uy tin va phu hdp eua khach san; (ii) Sff dap ffng: gia ca, sff an toan va sff da dang; (iu) Ye'u to khac: thu nhap khach hang, cd sd vat chat cua khach san; (iv) Nang Iffc phue vu: thai do, trinh do chuyen mdn nhan vien. Trong dd, chat Iffdng dich vu eua khach san la gia tri trung binh bie'n phu thudc, 4 bie'n cdn lai la bie'n dgc lap va dffdc gia dinh la cae ye'u to tac ddng de'n chat Iffdng dich vu cua khach san.
Phan tieh hdi quy de xac dinh eu the' trgng so cua tffng yeu td de'n chat Iffdng dich vu khach san vdi bie'n ddc lap la:
XI = (DOTINCAYUYTINPHUHOP) - Mdc do tin cdy, uy tin vd phu hap;
X2 = (GIACAANTOANVADADANG) - Gid cd, sU an todn vd sU da dgng;
KMO and Bartlett's Test Kaiser-Meyer-Olkin
Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
Approx. Chi-Square Df
Sig.
.889 1479.835 66 .000 Total Variance Explained
Cotrpoient 1 2 3 4 5 6 7 8 9 10 11 12
Initial Eigenvalues Total
4.733 1.320 .979 .846 .714 .628 .573 .543 .478 .450 .375 .361
%of Variance
39.440 10.999 8.158 7.053 5.950 5.234 4.775 4.521 3.987 3.753 3.123 3.007
Cumulative
% 39.440 50.439 58.597 65.651 71.600 76.834 81.610 86.131 90.117 93.870 96.993 100.000
Extraction Sums of Squared Loadings Total
4.733 1.320 .979 .846
%of Variance
39.440 10.999 8.158 7.053
Cumulative
% 39.440 50.439 58.597 65.651
Rotation Sums of Squared Loadings Total
3.618 1.651 1.426 1.183
%of Variance
30.151 13.757 11.887 9.856
Cumulative
% 30.151 43.908 55.795 65.651
BANG 2: KET QUA PHAN TICH HOI QGY Ten bie'n
Hang so Tin cay Dap iJng
Nang lu'c phue vu Khac
ChisoR2
Chi so R^ dieu chinh
KihiSu (Constant) TC DU NL KH R Square
Adjusted R Square
He sd'hdi quy B
0.331 0.384 0.310 0.110 0.290
Gia tri tho'ng ke T
0.363 16.757 10.316 9.401 14.782
Sig .051 .000 .000 .054 .000 0.835 0.834 Ngudn: Tinh toan cua nhom tac gia
X3 = (THUNHAPCOSOVATCHAT) Thu nhap khdch hdng vd ca sd vdt chdt khdch sgn;
X4 = (THAIDOTRINHDOCHUYENMON) - Thdi do vd trinh do chuyen mdn nhdn vien.
Phffdng trinh phan tieh hdi quy bdi dffdc bie'u dien, nhff sau:
Y = pO+ plXl + 132X2+ [33X3 + p4X4 Trong dd:
Y la bie'n phu thudc the hien Chat Iffdng dich vu khach san.
pi, p2, p3, P4 la cac he sdhdi quy.
Ke't qua phan tieh eac he so hdi quy cho tha'y, gia tri Sig. cua eac bie'n ddc lap deu nhd hdn 0.05.
Do dd, ed the' ndi rang, cae bie'n ddc lap nay deu cd tac dgng de'n chat Iffdng dich vu khach san tai TP.
Da Nang, cu the': He so hdi quy chuan hda eua bie'n Mffe do tin cay, uy tin va phii hdp cua khach san (DOTINCAYUYTINPHUHOP) la 0.384; Bie'n Gia ea, sff an toan va sff da dang (GIAC/^NTOANVADADANG) la 0.310; Bie'n Thu nhap khach hang va cd sd vat chat eua khach san (THUNHAPCOSOVATCHAT) la 0.290;
Bie'n Thai do va trinh do chuyen mdn nhan vien (THAIDOTRINHDOCHUYENMON) la 0.110.
Economy and Foreca.st Review
37
Phffdng trinh hdi quy cho md hinh dffdc xay dffng lai nhff sau:
CLDV=0.331 + 0.384xDOTINCAYUYTINPHUHOP + 0.310 X GIAC/ViNTOANVADADANG + 0.290 X THUNHAPCOSOVATCHAT + 0.110 x THAIDOTRINHDOCHUYENMON
KET LUAN VA M O T SO DE XUAT
Md hinh giai thieh dffdc gan 83.5% sff thay ddi cua chat Iffdng dich vu khach san la do eac bie'n ddc lap eua md hinh tao ra, cdn lai 16.5% bie'n thien dffdc giai thich bdi cae bie'n khae ngoai md hinh.
Md hinh eho tha'y, cac bie'n ddc lap deu anh hffdng de'n chat Iffdng dich vu khach san tai TP. Da Nang.
Qua phffdng trinh hdi quy, khi danh gia ye'u to ve Mffe do tin cay, uy tin va phu hdp eiia khach san tang len 1, thi chat Iffdng dich vu khach san trung binh tang len 0.384, giff nguyen cac bie'n ddc lap cdn lai khdng dd'i.
Tffdng tff nhff vay, khi die'm danh gia ve Gia ea, sff an toan va sff da dang tang len 1, thi chat Iffdng dich vu khach san trung binh tang len 0.310; khi die'm danh gia bie'n Thu nhap khach hang va ed sd vat chat cua khach san tang len 1, thi chat Iffdng dich vu khach san trung binh tang len 0.290; khi die'm danh gia ve Thai do va trinh do chuyen mdn nhan vien tang len 1, thi chat Iffdng dich vu khach san trung binh tang lenO.llO.
Ke't qua kiem dinh md hinh cho tha'y, md hinh ly thuye't dat do tffdng thieh vdi dff lieu thi trffdng va 4 trong 6 gia thuye't ve md'i quan he giffa cae khai niem trong md hinh ly thuyet dffdc chap nhan. Mdt each tdng quat ye'u td': Mffe do tin cay, uy tin va phu hdp
cua khaeh san; Gia ea, sff an toan va si/
da dang; Thu nhap khaeh hang va Co sd vat chat eua khach san; Thai do va trinh do chuyen mdn nhan vien giai thich hdn 50% sff anh hffdng de'n chat Iffdng dich vu khach san tai TP. Da Nang.
Nhff vay, mud'n nang eao cha't IffOng dich vu khach san, thi can thffe hien mot vai giai phap nham tac ddng de'n tii'ng ye'u td' anh hffdng, nhff sau:
Thd nhdt, can dau tff phat trien them nhieu tien ich (dang ky phdng dc, cac dich vu bd sung, cae hinh thffc thanh toan phd hdp...), dau tff cdng nghe hien dai, chuyen nghiep, tang cffdng an ninh, thffdng xuyen dao tao nhan Iffe de day manh mffe do tin cay uy tin eua khach san.
Thd hai, trie'n khai day manh thanh toan khdng diing tien mat, ffu dai cho cac khach hang than thie't... danh vao yeu to gia ca, SIX da dang.
Thd ba, xay dffng phdng dc khang trang, tien nghi, ed nhffng quan tam den thu nhap khach hang mue tieu de dffa ra cac mffe gia ca hdp ly... hffdng de'n doi tffdng thu nhap cua khaeh hang.
Tdm lai, vdi ta't ca nhffng giai phap tren, ed the trd thanh die'm manh c(J ban de giup eho cae khach san tdn tai va ngay cang phat trien. Nang cao chat Iffdng dich vu tren ca sff mong ddi cua khach hang la muc tieu quan trgng, ciing la dich de'n khaeh san nen hffdng tdi.Q
TAI LIEU THAM KHAO
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3. Doan Thanh (2017). Dd Nang: Kinh doanh dich vu luu tru tiem dn nhieu rui ro, truy capti http://kinhtedothi.vn/da-nang-kinh-doanh-dieh-vu-luu-tru-tiem-an-nhieu-rui-ro-282411.html
4. Cronin, J. J & Taylor (1992), S. A. Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56 (July), 55-68
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6. Gronroos, C. (1990). Service Management: A Management Focus for Service Competition, International Journal of Service Industry Management, 1(1), 6-14
7. Kotier, P. and Armstrong, G. (2004). Principles of Marketing, 10th edition. Upper Saddle River, New Jersey: Prentice Hall
8. Lee, H. et al. (2000). The determinants of perceived service quahty and its relationship with satisfaction, Journal of Service Marketing, 14(3), 217-231
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11. Zeithaml, V. A. and Bitner, M.J. (2000). Services Marketing: Integrating customer focus across thefirm, Boston: Irwin/ McGraw-Hill
