Chat liTofng djch vu van tai hanh khach bang xe buyt tai tfnh Phu Yen
• TRAN THANH TUAN' NGOYIN XGAN CAMH"
PHAN DGY HGNG-
Tom tat
Thdng qua diiu tra khdo sdt bdng bdng hdi vdi mdu 350 hdnh khdch di xe buyt tren dja bdn tinh Phu Yen, nhdm tdc gid sff dung phuang phdp nghien cffu dinh lugng nhdm ddnh gid suhdl long c&a khdch hdng vi chdt lugng djch vu hdnh khdch bdng xe buyt tgi Phu Yen. Tren ca sd do, di xudt mdt sd gidi phdp ndng cao chdt lugng djch vu van tdi hdnh khdch cdng cdng tgi tinh Phu Yen.
Tif khoa: xe buyt, hdnh khdch, Ph& Yen, van tdi Summary
Through a survey by questionnaire to 350 bus passengers within Phu Yen province, the authors use quantitative methods to assess customer satisfaction with the quality of local bus service.
On that basis, a number of measures are proposed to improve this service.
Keywords: bus, passengers, Phu Yen, transportation GlCfl THIEU
Pbat trien dich vii van tai hanh khach cdng cpng xe buyt ludn dttpc xem la giai phap huii bieu gdp phin giam un tac giao thdng, trong dd xe buyt chinh la chia khda giai quyet bai loan tin tac giao thdng do thi, dap rfng nhu clu di lai ttt ndi nay sang nPi khac ctia con ngttdi. Xe buyt da hd nen thinh hanh hpn, vi the, dich via van tai hanh khach cdng cpng bang xe buyt dem lai stt tbuan tien, an toan, lpi ich nha't cho khach hang cung nhtt gdp phan thuc day phat trien kinh te - van boa - xa hpi.
Trttdc bai loan cua nganb giao thdng van tai la lam sao cai thien dttpc sti bai long cua ngttdi dan ddi vdi dich vii van tai hanb khach cdng cdng, nang cao sd Ittpng hanh khach trung thanh thttdng xuyen stt dung xe buyt, thi vi?c thttc bien mpt cudc khao sat thi trttdng, tham dd y kien khach hang de danh gia chinh xac cac mong mudn, cung nhtt nhttng nhan td anh httdng den si,f hai long cua khach hang la rat can thiet. Nghien cttu nay^ stt dting cac phttPng phap nghien cuii dinh Ittpng de danh gia cac nhan td anh httdng de'n mtte dp hai long ctia khach hang ddi vdi dich vu van tai hanh khacb cdng cpng bang xe buyt tai Phu Yeni phan tich, flm hieu nguyen nhan tac ddng den cha't IttPng dich vu!
Tren cd sd dd, de xua't mpt sd giai phap nang cao cha't Ittpng dich vii van tai banh khach cdng cdng nham gdp
^ phan nang cao mtte dd hai long cua hanh khach stt dung xe buyt tai tinh Phij Yen.
CO s d LY THUYET VA PHUdNG PHAP NGHIEN CtfU
Co sd ly thuyet vd md hinh nghiin effu de xuat
Md hinh SERVQUAL: Parasurman (1988) de xua't Bp thang do gdm 2 phan, mdi phin cd 22 phat bieu. Phin thif nh£t nham xac dinh ky vpng cua khach hang ddi vdi loai dich vu ctia doanh nghiep ndi chung. Phin thtt hai nham xac dinh cam nhan ciia khach hang ddi vdi viec thifc hien dich vu cua doanh nghiep khao sat. Cu the nhtt sau: Chat Ittdng dich vu = Mtte dp cam nhan - Gia tri ky vpng
Md hinb SERVPERF: Theo mo hinh SERVPERF cua Cronin& Taylor (1992), Bp thang do SERVPERF cung stt diing 22 phat bieu tttdng tif nhtt phan hoi ve cam nhan cua khach hang trong mo hinh SERVQUAL, bd qua phan ky vgng Parasuraman (1994). Cu the nhtt sau:
Cha't Ittpng dich vti = Mrfc dp cam nhto.
Tru-ang Dai hipc Dien ltfc ; Email: [email protected]
^-,'m«/,«„M, 2yo//20:6 „,„, phan bien 07/12/2016: Ngdy duy-i; ddng: 09/12/2016
72
Kinhle
vi DlT bao
Tuy nhien, mdi loai hinh dich vu cti the cd nhttng dac thu rieng ciia chung.
Nhieu nha nghien cttu cung da kiem dinh thang do nay vdi nhieu loai hinh dich vii cung nhtt tai nhieu qudc gia khac nhau.
Ket qua cho tha'y, thanh phan ciia chat Ittiing dich vu khdng gid'ng nhau d tttng nganh dich vu va tttng thi trttdng khac nhau. Trong do, chat Ittdng dieh vu van tai la tap hdp cac ye'u td cua dich vu van tai de hai long nhu cau di lai cua hanh khach. Cac yeu td tao nen chat Iddng dich vu van tai gdm chat Ittdng phttdng tien, yeu clu doi vdi lai xe, nhan vien phuc via tren xe, hanh trinh van chuyen, td chttc quan ly van tai cua ddn vi va quyen Idi cua hanh khach (trich thuat ngtt va dinh nghTa trong TCVN 2014).
Ttt dd, nhdm tac gia de xua't md hinh nghien ctiu nhtt Hinh.
Tttmd hinh nghien cuii de xua't, chung tdi dtta ra cac gia thuye't nghien cuii:
HI .1: Thanh phan dp tin cay va chat Ittpng dieh vu cd quan he cung chieu.
HI.2: Thanh phan stf dap ttng va cha't Ittdng dich vu cd quan he cung chieu.
HI.3: Thanh phan nang life phtic vu va chat Ittdng dich vu cd quan he cung chieu.
HI.4: Thanh phin srf cam thdng va chat Irfdng dich vu cd quan he cung chieu.
HI.5: Thanh phin phttdng tien hihi hinh va chat Ittdng dich vir cd quan he cung chieu.
H2.1: Thanh phin chat Iddng dich vii chttc nang va chat Ittdng dich vu cd quan he cung chieu.
H2.2: Thanh phin chat Ittdng dich vu ky thuSt va chat Ittdng dich vu cd quan he cung chieu.
PhffOngphdp nghien cffu
Nghien cttu stt diing phttdng phap thd'ng ke md ta difa tren khao sat bang bang hdi va phdng van chuyen sau ddi vdi 400 ddi tttdng khach di xe buyt tren dia ban tinh Phu Yen, trong khoang thdi gian ttt ngay 25/04/2016 den ngay 30/04/2016. Sau khi lam sach, cdn lai 350 mau dttdc nhap vao chttdng trinh SPSS de xtt ly (Bdi viit sff dung cdch viit sdthap phdn theo chudn qudc ti).
KET QUA NGHIEN CtfU Phdn tich he sd'Cronbaeh's Alpha Ke't qua kiem dinh dp tin cay Cronbach's Alpha cac thang do cho tha'y, tat ca deu ttt 0.877 trd len (Bang 1) va cac
HiNH:
Dp tin cay fTincay;
SirdapiJiig fDapungJ
NSng l^rc phvc vu (Natigluc)
Sir cam thong (Camthong)
Phtrong tien hfiu hinh (Huuhinh)
MO HINH N G H I E N CCfa D E X U A T Hl.l
HI.2
H1.3
Ht.4
H1.5
— >
Chk \\jgng dich vy (CLDV)
Chil lugng chirc nSng (Chucnang)
Chit lirong kJ thual {iCythuat}
Ngu6n: D^ xuat ctia nhom tac gia
BANG 1: KET QGA PHAN TICH CRONBACH'S ALPHA CGA CAC THANG DO
NhSn t6' Tincay Dapung Nangluc Camthong Huuhinh Chucnang Kythuat CLDV
Sd'bie'n thanh phSn 04 04 04 04 05 07 09 03
Chl s6' Cronbach's Alpha 0.914 0.903 0.949 0.882 0.936 0.945 0.877 0.938 Mguon: Kei qua nghien cifu cua nhom tac gia
he so' tttPng quan bie'n tdng cua cac tbang do deu cao hPn mtte cho phep (Idn hdn 0.3) nen ta't ca cac thang do deu dat yeu cau.
Phdn tich nhdn tdkhdm phd (EFA)
Cac tieu chuan cho EFA khi chay sd' lieu: KMO, Bartlett, Eigen, % Cumulative Total Variance, Factor loading deu dat yeu cau. Chay SPSS, phttdng phap PCA va phep quay Varimax thu dttpc ke't qua ttt nhdm 07 bie'n thanh phan chat Ittdng dich vij va nhdm bie'n ve chat Ittdng dich via.
Ke't qua: cac tieu chuan deu dat yeu cau trich rut dttdc 07 nhan to'thanh phan chat Ittpng dich vtj lam cac bie'n ddc lap: Kythuat, Chucnang, Huuhinh, Nangluc, Dapung, Camthong, Tincay va 01 nhan to' bie'n CLDV lam bie'n phu thupc.
Tie'n hanh hoi quy bang each lay trung binh cpng gian dpn cac bie'n thanh phan thupc tttng bie'n nhan td' trich rut ra dttdc, thu dttdc ke't qua sau:
CLDV = -6.585 + 0.166*Tlncay + 0.233*Dapung + 0,100*Nangluc+0.162*Cainthong+0.140*Chucnang + 0.364*Kythuat
Bie'n Huuhinh cd ratte y nghia = 0.051. Can thttc hien CFA va SEM de ke't luan cac H.
Economy and Forecast Review
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HINH 2: KET Q U A CFA (CHGAN ttOA) D A N H G I A MO HiNH NGHIEN COtC DE XGAT
2.288 chlsquaro/df .061 rmsea 942 cfl fllfi III .902 nti .S42I .817 gii
.000 p 7 l a rif
CUOV03 H - < » j O ^
HINH 3 : KET QOA DA HIEU CHINH SEM (CHGAN HOA) CHO MO HINH DE XGAT NGHIEN CtiG
1.687 ohisquare/df .044 rmsea .981 CH 978 III 954 nil 9S1 ifi .900 gfl
.000 p 307 df
CLDV02 [ . • - ( g i g ) C l D V 0 3 | . < < S o ; )
Phdn tich nhdn to khdng dinh (CFA) Dung SPSS, phttdng phap ttich nhSn to'Principal Axis Factoring va phep quay Promaxthay vi phrfdng phap PCA va phep quay Varimax ap dung cho EFA, thu dttdc Pattern matrix cac nhan td, lis dd dung Excel, AMOS de tinh toan cac chi tieu thd'ng ke danh gia md hinh cafu true ly thuye't cd phu hdp hay khSng.
Theo dd, chia lam 02 nhdm tieu chuin:
chl tieu chuan va tieu chuan theo khia canh gia tri npi diing.
Cdc tieu chudn chung ddnh gid mo hinh phu hgp cffa CFA
Cac tieu chuan deu dat yeu cau, tuy nhien cdn GFI chtta kha quan {= 0.817), ngoai ra, thi PCLOSE (= 0.00) va HOELTER (<
200) cung chtta dat (Hinh 2).
Cdc tieu chudn theo khia cgnh gid trj noi dung ddnh gid md hinh phu hgp cua CFA
Ke't qua chi ra deu dat nhdm cac tieu chuan:
+ Dp tin cay tong hdp CCR Composite construct reliability (> 0.8), Phttdng sai trich variance extracted VE(> 0.6)
+ Tinh hpi tu (Convergent Validity):
thang do dat hpi tu khi cac trong sd hoi quy chuan hda deu > 0.5 vdi mtic p-value < 0.5
+ Tinh phan biet (Discriminant Validity): cac khai niem trong md hinh nghien cttu de xua't cd he so' tttdng quan gitta chung deu khac biet 1 va mi?c p-value< 0.5
Md hinh SEM ve chd't IffOng dich vii Cac tieu chuan chrfa dat trrfde khi hieu chinh md hinh SEM da drfdc khac phuc, cd tinh ca GFI (= 0.900, vtta du de dat), PCLOSE (= 0.920 > 0.05) va HOELTER (> 200) (Hinh 3).
Cac so' lieu va ke't qua chay mo hinh thd'ng ke da chi ra ye'u to' ky thuSt trong chat Ittdng dich vu la quan trpng nhat (Bang 2). Diem trung binh cua nhom bie'n ye'u to' ky thuat cung tha'p nhat, dat ra nhieu van de cho cac nha quan ly.
Nhtt vay, ke't qua nghien cttu cho thafy, cd 05 nhan to' anh httdng tdi chat Ittpng dich vu van tai hanh khach bang xe bus tai Phu Yen, trong dd, nhan to Ky thuat cd anh httdng Idn nha't, tie'p de'n la cac nhan to': Chttc nang. Dap ttng. Cam thdng. Tin cay.
MOT SO DE XUAT
Cung vdl sir gia tang cua dan so, ddi song cua nhan dfin ngay cang dtfdc
74
.a Dirbao
cai thien nang cao thi nhu cau di lai ctia ngrfdi dan ngay cang nhieu. Hien nay, vdi viec ban che' stt phat trien ciia phttdng tien ea nhan, tlii ngttdi dan da bat dau ed stt Itta chpn gitta phttdng tien ca nhan va phttdng tien cdng cpng. Nhu cau di lai bang phttdng tien cdng cdng cua ngttdi dan Phu Yen se tang trong thdi gian tdi khi Nha nttde cd nhttng bien phap manh nhSm giam thieu phrfdng tien ca nhan. De thu hiit ngrfdi dan chuyen ttt phttdng tien van tai ca nhan sang phttdng tien van tai hanh khach cdng cpng, thi can phai nang cao chat Ittdng dich vu van tai hanh khach cdng cpng bang xe buyt.
Difa vao ke't qua nghien cu^i, theo chung tdi, de cai thien chat Ittpng dich
\ u vSn tai hanh khach bang xe buyt tren dia ban tinh Phu Yen thi can cd nhuhg nhdm giai phap sau:
Gidi phdp vi ky thudt: (1) Phat trien phttd"g tien van tai mdi chay bang nang Ittdng sach thay the phttdng tien chay bang ddng cd diezen, loai bd cac phttdng tien khdng dam bao chat Ittdng;
(2) Phttdng tien phai dap ttng day du cac quy dinh tai Quy chuan ky thuat qud'c gia va Euro IV \ e chat Ittpng an toan ky thuat va bao ve mdi trttdng dd'i vdi d td khaeh thanh phd'; (3) Thie't ke hinb bpc doan phttdng tien theo tieu chuan nganh 22TCN302-06 do Bp Giao thdng Van tai ban hanh.
Gidi phdp ve cO sd vgt chdt hg tdng:
(1) Bd' tri hdp ly va de nhan bie't dia diem va cac thdng tin di kem \ e tuye'n xe buyt (ma myen, diem dau va diem ke't thuc); (2) Quy hoach va to chttc lai de hoan thien hdn he thd'ng diem dau, diem trung myen, diem cud'i va diem tap ke't, bai do va tram ky thuat d vi tri hpp ly va thuan tien; (3) Cai thien va bo sung tien nghi he thd'ng nha tram chd, diem chd xe buyt: (4) Dau ttt xay dttng cdng tnnh ha tang giao thdng.
BANG 2: TRpNG SO HOI QGY CHGAN HOA TtlNG BIEN THEO TtlNG NHOM KHAI NIEM (SEM HIEG CHINH)
CLDV CLDV CLDV CLDV CLDV
Kythuat Chucnang Dapung Catnlhong Tincay
Estimate (*)
.406 .134 .267 .179 .239
' ' p ^ : a c G.C ••.OS t
Gidi phdp ve con ngudi: Ye'u to' con ngttdi la khau then chd't quye't dinh de'n cha't Ittdng dich vu van tai, gdp phan nang cao hinh anh dep dd'i vdi doanh nghiep van tai hanh khach bang xe buyt. Cho nen, doanh nghiep ludn quan tam de'n cdng tac tuyen dung dung quy trinh theo dung cac tieu chuan cua Bp Giao thdng Van tai, thrfc hien dao tao boi drfdng nghiep vti cho dpi ngu nguon nhan Itic cung nhrfcd phrfdng phap quan ly va danh gia cd can ctt hieu qua dd'i vdi dpi ngu nhan vien, nha't la ngttdi dieu hanh van tai, lai xe va nhan vien phuc vu tren xe. Quy trinh tac nghiep cua nhan vien can dttdc tieu chuan hda va cd sd danh gia khach quan ttt hanh khach mdt each khach quan, ngau nhien.
Mdt sd' gidi phdp khde: (I) Tang ettdng td chttc quan ly dd'i vdi cac doanh nghiep kinh doanh van tai bang xe buyt thdng qua phd' bie'n va trien khai cac chl tieu danh gia chat Ittpng dich vii ttt phia khach hang; (2) Theo ddi va kiem soat chat che hdn xua't xd, niem yet va cha't Irfdng, tieu chuan ky thuat, thdng tin hien trang va hanh trinh dang lam dich vu cua phrfdng tien van tai Iam boat ddng dich vu cua doanh nghiep; (3) Quan ly dpi ngu nhan vien cija doanh nghiep va dd'i chie'u xac thi/c cac thdng tin qua cac tieu chuan ma Bp Giao thdng Van tai da ban hanh; (4) Niem yet chi tie't va de tie'p can cac thdng tin ve dich vti xe buyt; (5) Phd' bie'n va quan triet cac van ban, quy dinh ve an toan giao thdng cung nhrf van hda giao thdng cho doanh nghiep va hanh khach;
(6) Tang crfdng phd'i hpp ban, nganh trong cdng tac kie'm tra giam sat.Q
TAI LIEU THAM KHAO
Ha Thi Thuy Dttdng (2011). Qudn trj bdn hdng, Nxb Thd'ng ke
Ha Nam Khanh Giao (2011). Gido trinh giao tiip kinh doanh, Nxb Lao dpng - Xa hpi Nguydn Khanh Duy (2009). Bdi gidng SEM vdi md Mnh AMOS, Dai hpc Kinh te'TP. Ho Chi 1.
2.
3.
Minh
4. Cronin, J. J., Taylor. S. A. (1992). Measuring service quality: a reexamination and extension, Joumal of Marketing, 6 (1992), 55-68
5. Parasuraman, A., V.A Zeithami, & L. L. Berry (1988). Servqual: a multipleitem scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), pp. 12-40
Economy and Forei-a^t Review
