P H A T T R I E N K I N H T E So 261, Thang Bay nam 2012
\^
CHAT LUONG DICH VIJ VA SU THOA MAN HANH KHACH TUYEN NOI DIA CUA VIETNAM AIRLINES
HA NAM KHANH GIAO*, TRAN THI THUY TRANG** & NGUYEN DUY LONG**
Nghien cuu nay xem xet moi quan hi giua su- thod man va cdc yeu to chat lu-^ng dich vu hdnh khdch tuyen bay npi rf/a ciia Vietnam Airlines (VNA) thong qua khdo sdt 402 hdnh khdch hdng npi dia. Thang do Skytrax (McGraw-Hill, 2010) dirffc sir dung co diiu chinh, ciing v&i phwffng phdp phdn tich dp tin cay Cronbach's Alpha, phdn tich nhdn to khdm phd (EFA), vd phurofng phdp phdn tich hoi quy bpi.
Ket qud cho thay chdt lupng dich vu tuyen npi dja cua VNA dupc do bdng 6 thdnh phdn duprc the hi$n theo thir tu- tam quan trgng: (1) hg/cat cdnh/lidnh li, (2) thii tuc, (3) dich vu tren chuyen bay, (4) dat giir cho, (5) mdy bay, vd (6) phi hdnh dodn co dnh hu-ffng ti le thuan v&i sir thod mdn dich vu. Nghien cuv de ra mot so kien nghi cho ban ldnh dgo VNA nhdm ndng cao chat lu-ffng dich vu de ldm tdng dp hdi long cua khdch hdng.
Tit khod: Vietnam Airlines, tuyen not dia, chdt luong dich vu, do hdi long.
1. Khai quat
Trong nhung nam vira qua, nganh hang khong phat trien kha cao, Hiep hpi Van tai Hang khong Quoc te (lATA) cho biet van chuyen hanh khach loan can b§ng ducmg hang khong nam 2011 van tang 5,9%, cho dii tinh hinh kinh te yeu kem tai nhieu nuac phuang Tay. Theo Bao cao tong ket nam 2011 ciaa Cue hang khong VN, san luong van chuyen cita cac hang hang khong VN la 16,6 trieu luot hanh khach, 195 nghin tin hang hoa, tang tuong iing 13,6% \i hanh khach va 3% vg hang hoa so vai nam 2010. Ngoai ra, c6 51 hang hang khong nuac ngoai khai thac 54 duong bay tir 22 qu6c gia, vung lanh th6 dgn VN. Mang duong bay npi dia do 5 hang hang khong VN (hang thu 5 la VietJet Air chinh thuc hoat dpng tir 25/12/2011) khai thac 39 ducmg bay tu 3 tioing tam chinh la Ha Not, Da Nang va TP.HCM toi 17 cang hang khong dia phuong; trong do VNA va Jelstar Pacific Airlines (JPA) la hai hang chiSm hSu h^t thj ph4n van chuy8n hanh khach npi dia,
S6 lieu tren cho thay thi truemg van chuyin bing ducmg hang khong VN dly tiem nang va tri6n vpng.
Tuy nhien, cac hang hang khong trong nuac noi
chung va VNA noi rieng phai doi mat vai nhieu thach thiic, va su canh tranh khoe Hel tir cac hang hang khong nuac ngoai. Theo danh gia ciia Skytrax, VNA chi dat tieu chuan 3 sao trong thang danh gia 5 sao, CO nghia chat lugng dich vu ciia VNA chi dat miic trung binh, va dieu nay cho thay VNA can no liic nhieu han viec cai thien chat luong dich vu. Do luong SIT hai long cua hanh khach qua viec cam nhan cua ho ve chat luong dich vu la mot cong viec quan trpng, nhung chua dugc quan lam diing miic, khong CO nhieu nghien ciiu, cung nhu chua c6 su thong nhat ve cac tieu chuan do luong ro rang, hoac sii dung thang do chat lugng dich vu chung SERVQUAL hay SERVPERF ma khong co thang do cho nganh hang khong, Khi VNA la thanh vien Lien nunh hang khong the gioi (SkyTeam) vao ngay 10/06/2010, viec ap diing tieu chuan danh gia chat lugng dich vu Skytrax la can thiel, va ciing la muc lieu ctia nghien ciiu nay.
2. Ctf sd li thuyet va. mo hinh nghien cu'u 2.1. Ve chdt lu-ffng dich vu ngdnh hdng khong To chiic quoc te ve lieu chuan hoa ISO, trong du Ihao DTS 9000:2000 da dua ra dinh nghia "Ch4t lugng la kha nang tap hgp cac dac tinh ciia mgt san pham, he thong hay qua trinh de dap iing cac yeu
'PGS.rs. Trv(mgB$i^OC Tai chinh-Marketing, Email: khanhg<aohn@yahoo
"ThS. Cong ty TNHH- TM-DV9 Thanh, Email- [email protected] CHATLirgNG DjCH v u TAI VIET NAM ^
P H A T T R I E N K I N H T E So 261, Thana Bay nam 2012
cau cua khach nang va cac ben c6 lien quan".
Parasuraman & ctg (1985) cho rang chat lugng dich vu dugc xem la kel qua ciia sy so sinh ciia khach hang, dugc tao ra giiia su mong dgi ciia hg vc dich vu do va su cam nhan ciia hg khi sir dung dich vu do.
Morash & Ozment (1994) cho riing chat tugng djch vTi anh huong den -lgi the canh tranh ciia mgt hang hang khong anh hui!mg den thj phan, va cuoi ciing la lgi nhuan, Tuy nhien, cung nhu cic ng^nh dich vu khac, dich vu h^ng khong cung co rJiung dac tinh rieng va cac licii chuan cua nganh, vi du, lieu chuan ve an loan. Cac dac tinh ncng biet cua dich vu hang khong: (1) tac dpng qua lai giiia nguoi cung ling \a nguoi tieu diing, (2) ca the hoa, va (3) ham lugng lao dgng cao.
Theo Cue Kinh te van tai va thong tin lien lac Uc, tieu chuan ve chat lugng dich vu hang khong dan dung Uc bao gom 7 yeu to: (1) an loan, (2) thong tin cua khach hang, (3) tan so bay, (4) dich vu bay thong suot, (5) hoat dpng diing thoi gian, (6) dich vu mat dat va trang thiet bi, va (7) sy thoai mai va dich vu tren chuyen bay. Elliott & Roach (1993) da dg xuat- (I) thirc phim va thiic uong, (2) thai gian nhan hanh li, (3) ghe ngoi thoai mai, (4) quy trinh kilm tra, va (5) dich vu tren chuyen bay nhu la tieu chuan ciia dich vu hang khong. Gourdin & Kloppenborg (1991) da dua ra Ihang do chat lugng dich vu hang khong bao gom 5 yeu to: (1) xir li hanh H; (2) thu tuc den bii; (3) hoat dpng va su an toan, (4) lien nghi trong chuyen bay; va (5) mang ludi va tan suk bay.
Gan day, cong ty tu van McGraw-Hill (2010) do luong chat lugng dich vu va sy thoa man ciia 12.300 hanh khach cua 12 hang hang khong Bac My dya tren nhiing lieu chuan chat lugng dich vu Skytrax cita Lien minh hang khong toan cau SkyTeam, dua ra 7.yeu to: (1) gia phi, (2) phuc vu tren chuyen bay, (3) dat giii chd, (4) phi hanh doan, (5) ha/cSt canh/hanh li, (6) may bay, va (7) thii tuc.
2.2. Quan he chdt liepmg dich vu hdng khong vd su* thod mdn cda hdnh khdch
Giao & Vu (2011) due k6t don gian v€ sy thoa man khach hang nhu la di6m gap nhau hay dien lich trung nhau giua kha nang ciia doanh nghiep va nhu cau ciia khach hang; hay la miic do trang thai cam giac cita mgt nguoi bat dau tir viec so sanh kSt qua
thu dugc tir san pham/djch vu vdi nhung kl vgng ciia ngudi d6,
ZeithamI & Bitner (2000) cho rang sy thoa man ciia h^nh kliach doi vdi chat lugng dich vu la sy dinh gi^ vi so sanh cam nhan ve gia tri djch vu nhan dugc vdi sy mong dgt ciia hp. Theo Huang (2009), nhieu nghien ciiu trong nganh dich vu hang khong da chiing minh co moi quan he giira chat lugng dich vy hang khong va sy thoa man cua hanh khich, Nghien ciru niy ap dung cac tieu chi do ludng sy thoa man ciia hinh khich doi vdi chat lugng djch vu hing khong tir nghien cim cua McGraw-Hill (2010) cho trudng hgp VNA, Trong do, chit lugng dich vu hing khdng bao gdm 6 thanh phan: (1) dat giii cho (RES); (2) thu tuc (CHE); (3) may bay (AIR); (4) phuc vu tren chuyen bay (INF); (5) phi hinh doan (FLI); va (6) ha/cat canh/ hanh li (BDB). Mo hinh nghien ciiu de nghj dugc xay dung tren ca sd cic lien de li thuyet neu tren, va dugc the hien trong Hinh 1,
Hinh 1. Mo hinh nghien cii'u de xuat
2.3. Thu-c hien nghien cuu ' Nghien cuu dinh tinh
Trudc tien, viec thio luan vdi chuyen gia dugc thyc hien qua phdng van sau 3 nha quan li cap cao
C H A T LU-gNG DjCH Vy TAI V l f T NAM
P H A T T R I E N K I N H T E So 261, Thang Bay nam 201
ciia VNA vdi muc dich khim phi nhiing thanh phan chat lugng dich vu va tieu chi dinh gia, cac cau hdi phong van dugc chuan bi trudc, Tiep theo, mgt cuoc thao luan nhdm vdi 7 hanh khach thudng xuyen sir dyng dich vy bay ngi dia cua hang hang khong VNA nham khim phi nhimg thanh phan chat lugng dich vu ma hinh khich quan tam, bang cac cau hoi md.
Cac y kien nhan dugc la co sd cho \'iec bo sung va phil trien cac thang do chat lugng dich vu hang khong,
Khdo sdt
Cuoc khao sat dinh hrgng dugc lien hinh tai san bay Tan Son Nhat, TP.HCM. Ddi tugng nghien ciiu la hanh khach VN bay tren cac chuyen bay npi dia, dp tuoi tir 18 - 60, sir dung dich vu bay npi dia ciia VNA it nhat 2 lan trong 6 thing gin nhit, Mau nghien ciru dugc chpn theo phuang phap chgn mau dinh miic, the hien d Bang 1.
Bang 1. Quy mo mau va ket qua thu thap mau So So hanh Dinh hanh khach mu'c khach hoi dap m l u phong d^t yeu
van cau
Bang 2. Dac diem mau
Tuyen bay
TP.HCM (SGN) - Ha Npi (HAN) TP.HCM ( S G N ) - Nha Trang (NHA) TP.HCM ( S G N ) - Da Nang (DAD) Tong
160 200
150 500
163 122 117 402
Co:
m l u Git^i tinh
Tuoi
ntiap
Trinh dp
(N ^ 402) Nam NO' Tif 1 8 - 3 3 3 4 - 4 6 2 47 - 60 s 5 tri$u/thang Tu 5 - 10 tri?u/thang
£ 10 trieu/thang Cong tac, cong vi^c Hpi nghi, hpi thao Tham ngiroi than Du lich Khac Cap 2 Cap 3 Trung cap Cao dang Dgi hpc Sau dgi hpc
Tan so 193 209 203 129 70 84 208 110 125 39 91 113 34 23 73 45 38 151 72
%
48,0 52,0 50,5 32,1 17,4 20,9 51,7 27,4 31,1 9,7 22,6 28,1 8,5 5,7 18,2 11,2 9,5 37,6 17,9
Dii lieu dugc thu thap bang phuang phap ket hgp phong vin tryc hgp va phat bing cau hdi cho dap vien tu Iri Idi, thdi gian phong van 15 phut. Dja diSm phdng vin l i nha ga ngi dia, liic hinh khich chd Iim thti tuc bay, luc hanh khach den ngoi nghi hoac chd ngudi ddn. Co 500 bang dugc phat ra, thu v'e 437, ti le 87,4%. Trong sd dd, co 35 khdng dat yeu ciu do nhieu d trdng hoac each h i Idi khdng phu hgp, Vi vay, mlu thuc te cdn Iai 402 bing hiiu dung, dugc sir dung cho phan tich.
Dac diem mdu nghien cuu
Kit qud idem dinh tiiang do
Bing 3 cho thay he so Cronbach's Alpha ciia tat ca cac thang do deu Idn hon 0,6, he so tuong quan bien tdng cac thang do deu ldn hon 0,3, do dd tat ci cic Ihang do deu dat do tin cay, vi dugc sir dung trong budc phan tich EFA (Nuimally & Bumstein, 1994),
Phan tich nhin Id (EFA) sir dung phuang phap Principal Components vdi phep xoay Varimax, ket qua phan tich nhan td khim phi E F A cho thay: he sd KMO = 0,888 va thdng ke chi-binh phuong cua kiSm dinh Bartlett's dat gii tri 7.298,249 d miic y nghTa la Sig. = 0,000. Tit ca 31 bien thanh phin dugc nit trich thanh 7 nhan to tai gia tri Eigenvalue
= 1,041 ldn hon 1, vdi phuong sai trich dugc la 66,42% (giii thich dugc 66,42% bien thien ciia lap dii lieu). Cic bien quan sat ctia 7 nhan to deu cd he s6 tai nhan td tren 0,5, vi vay deu dugc sir dung cho phan tich md hinh nghien ciiu bang hdi quy tuyen tinh bdi. Do vay, cic thang do nit ra la chap nhan
CHAT LL/ONG DICH vy TAI VIET NAM B
P H A T T R I E N K I N H T E So 2 6 1 , T h a n g B i y nam 2012
Bang 3. Ket qua he so Cronbach's Alpha thang do die thanh phan chSt li/tfng dich vu va sif thoa man hanh khach
Sd) BI£N QUAN S A T
CRONBACH'S ALPHA
H I Sd T^ONG QUAN ClO'A B\iN T 6 N G N H 6 N H A T 1 Dat giu' chp (RES),
2 Thu luc (CHE) 3 May bay (AIR)
4 Djch vy tren chuyen bay (INF) 5 Phi h^nh doSn (FLI) 6 Hg/cal canh/ hanh li (BDB) 7 Sy thoa man cua hanh khach (SAT)
5 3 3 6 4
7 3
0,837 0,733 0,654 0,869 0,820 0,899 0,834
0,574 0,517 0,378 0,594 0,546 0,703 0,656 Bang 4. Ket qua phan tich EFA cac thanh phan
So yeu to Yeu to So bien Gia tr[
Eigenvalue
Phifang s trich 1 Ha/cat canh/ hanh li (BDB)
2 Djch vy tren chuyen bay (INF) 3 Phi hanh doan (FLI) 4 Dgt giO'ch5 (RES) 5 Thu tuc (CHE) 6 May bay (AIR) 7 Sy hai long (SAT)
7 6 4 6 3 3 3
11,141 2,111 2,003 1,694 1,347 1,254 1,041
35,940 6,811 6,460 5,465 4,346 4,044 3,357 dugc. Sau khi thuc hien phep xoay nhan td vdi 31
bien tren, ta cd 7 nhan td dugc nit ra (Bing 4), Nhu vay, ket qua phan tich EFA cho thiy cac thang do sy thoa man cita hinh khich vi cic thanh phin cua chat luong dich vu dal gii tri hpi ly, KSl qui EFA cung cho thay md hinh nghien ciiu khdng thay ddi, bao gdm 6 bien dpc lap vi 1 biSn phu thupe.
Phdn tich hoi quy tuyen tinh bpi
Bang 5 cho thay bien phy thudc co moi luong quan tuyen tinh Idii chat che d miic y nghia a < 0,05 vdi 6 bien ddc lap. Vi tat ca he sd lucmg quan tuyet ddi giiia cic bien dao ddng tir 0,245 den 0,671, tiic la thoa man dieu kien -1 < r < + 1. Do dd, tat ca cac bien deu dat yeu cau trong phan lich hdi quy tuySn linh bdi. Dieu nay chiing minh rang gia tri phan biet da dat dugc hay ndi cich khac, cic thang do trong
nghien ciiu nay da do ludng dugc cic khii niem nghien ciiu khic nhau. Ma tran Urcmg quan cung cho thay bien ha/cat canh/ hanh Ii cd tic dgng manh nhat len bien phu thugc sy hai long. Ngugc lai, bien thii tyc cd tic ddng it nhit len bien phu thugc su hai long.
Ket qua phan lich hdi quy tuyen tinh boi ve moi quan he giiia cic yeu to ciia chit lugng djch vu va sy hai long, sii dung phucmg phap Enter, dugc the hien trong Bing 6. Mdi quan he lh8 hien chit lugng dich vy hang khdng vdi 6 yiu Id: INF (dich vu tren chuyin bay), FLI (phi hanh doan), RES (dat giir cho), CHE (thu tyc), BDB(ha/cit cinh/hinh ly) va AIR (miy bay), deu co gia tri Sig. < 0,05 vdi sy
C H A T L U O N G D I C H v u TAI VIET NAM
PHAT TRIEN KINH TE
So 2 6 1 , T h a n g BSy nam 2012
Bang 5. He sd'tUdng quan g'lQa cac thanh pKan
H?/cat canh/ hanh li (BDB) Djch vu tren chuyen bay Dal giii chd (RES) Phi hanh doan (FLI) Thu tyc (CHE) May bay (AIR) Sy hai long (SAT)
1 0,580 0,517 0,322"
0,245"
0,427"
0,671"
0,580 1 0,493"
0,300"
0,299"
0,433"
0,566"
0,517 0,493"
1 0,411"
0,337"
0,393"
0,454"
0,322"
0,300"
0,411"
1 0,159"
0,194"
0,272"
0,245"
0,299"
0,337"
0,159"
1 0,322"
0,555"
0,427"
0,433"
0,393"
0,194"
0,322"
1 0,423"
0,671"
0,566"
0,454"
0,272"
0,555"
0,423"
1 {")Tu'0'ng quan Pearson c6 y nghla thong k& d miic p < 0,01; n = 402
Bang 6. Ket qua phan tich hoi quy bpi
Mo hinh
Hing s6 BDB INF RES FLI CHE AIR
H^ so chiFa chuan hoa
B 0,241 0,794 0,541 0,275 0,133 0,483 0,218
Sai so chuan 0,197 0.045 0,050 0,051 0,038 0,035 0,042
H^ so da chuan hoa
P
0,536 0,329 0,164 0,106 0,419 0,158
Gia trj t
1,223 17,642 10,826 5,384 3,496 13,791 5,185
Gia trj Sig.
0,817 0,000 0,000 0,000 0,001 0,000 0,000
Da cong tuyen Dp chap
nhan
0,569 0,579 0,591 0,811 0,835 0,721
VIF
1,758 1,727 1,693 1,234 1,198 1,388 R^ hieu chinh = 0,627; gia tri F = 113,414; mtic y nghTa Sig.= 0,000
Bang 7. He so R^ dfeu chinh va he so F
Mo hinh
R^dieu Sai so chuan chinh u-o-c lu-g-ng
Thdng ke thay doi
thay doi F thay doi SigF^
thay doi 0,795" 0,633 0,627 0,55298 0,633
Bang 8. Ket qua phan tich phu'dng sai Tong cac dp lech
binh Phu'O'ng
Binh Phu'O'ng
trung binh Sig.
Hoi quy So du- Tong
208,085 120,787 328,872
6 395 401
34,681 0,306
C H A T LUgNG D|CH VU TAI VIET NAM ^
PHAT TRIEN KINH TE
thoa man ciia hanh khich (SAT), dugc the hien bang phuang trinh hoi quy nhu sau:
SAT = 0,794*BDB + 0,541*1NF + 0,275*RES + 0,133*FL1 + 0,483*CHE + 0,218*A1R + 0,24!
Bing 6 cho thiy ring nhan to h^/cat cinli/hinli li cd tic dpng manh nhit den su hai ldng cua hinh khich (p - 0,536), thir hai l i ntian to thii lyc (P - 0,419), ke den li c;ic nhan to djch vy tren chuyan bay (p - 0,329), dat giir cho (P = 0,164);
miy bay (P = 0,158), va cuoi ciing li phi hanh doan (p = 0,106). Ngoai ra, cac h? so hoi quy deu mang dau duong, the hi?n cac yeu Id trong md hinh hdi quy tren cd quan he ti Ic thuan den sy thoi man cua hinh khich.
Bing 7 cho thay he s6 xic dinh R^ li 0,633 va R- dihu chinh la 0,627, Bihu niy ndi len do thich hgp ciia md hinh la 62,7%, hay ndi cich khac, 62,7% sy thoa man ctia hinh khich dugc giii Ihich bdi 6 bien dpc lap tren, cdn lai 37,3% li do cic bidn khac tac dgng.
Ket qui phan tich phuong sai (Bing 8) cho thay gii tri ciia kilm dinh F = 113,414, Sig. = 0,000 <
0,01, nghTa la cd it nhat mgt bien ddc lip quan he tuyen tinh vdi bien phu thudc, nhu vay, cic bien ddc lap trong md hinh cd quan he tuyen tinh vdi bien phu thudc va giii thich su thay ddi ciia bien phy thudc, cu the cic yeu td chat lupng dich vu giii thich dugc sy thay ddi ctia sy thoa man. Dieu nay chiing td rang md hinh hdi quy xay dung phii hgp vdi bg dir lieu va cd the sir dyng dugc, va cac bien dua vao deu cd y nghia ve mat thdng ke vdi miic y nghTa 5%.
Bang 6 cho Ihay h? sd Tolerance thap va tat ca cac h? so VIF deu nhd han 10, nghTa la hien lugng da cpng tuyen khdng xiy ra, do do khdng co hrcmg quan chat che giua cic bien dpc lap. Bieu do phan lan giua phan du v^ gii tri du doan ciia md hinh hoi quy cho thay khdng cd moi quan he nao giiia phin du vi gii trj dy doin, gii dinh tuyen tinh ciia mo hinh dugc chap nh^n. Ket qui phan lich phin du dya vao do thj tan so Histogram la xap xi chuan, phan ducd gia trj tmng binh Mean = 3,32*10''^- 0 va g i i trj dg t?ch chuan Sid. Dev = 0,992 - 1, dd thi P- P plot cho thay phin phdi phan du co the xem nhu chuan, gii thuyet phan phdi chuin ctia phin du khdng bi vi pham. Tdm lai, ket qui kiem dinh md hinh va cac vi pham cac gii dinh cho thay md hinh hdi quy ft-ong nghien ciru li phii hgp.
Phdn tich tdm quan trong cdc yeu to theo gid tn trung binh
Kel qui dinh gia cac thanh phan chit lugng dich vu ciia hang khdng, theo phuong phap thdng ke mo ta In trung binh theo thang di6m 5, cho thay hinh khach danh gia tir miic trung binh den miic kha (Bang 9).
Cy Ihe nhu sau: dat giir cho dugc dinh gii cao nhit (mean = 3,60), k^ din la dich vu tren chuyen bay (3,56), phi hanh doan (3,51), cdn lai la cac thanh phin dugc hanh khich danh gii d miic tnmg binh, may bay (3,47), ha/cat canh/hanh li (3,40), va dugc danh gia thip nhit la thii tuc (3,31). Su thoa man cung dugc hanh khich danh gii d raiic tnmg binli kha (mean = 3,41).
Bang 9 . 0 a n h gia cua hanh khach doi vdi cac thanh phan
Cac yeu to So
quan sat
Diem trung
binh Dp l$ch chuan Sai so chuan Ha/cat canh/hanh li
Thij tyc
Dich vu tren chuyen bay Dat giu- cho May bay Phi hanh doan Hai long
402 402 402 402 402 402 402
3,40 3,31 3,56 3,60 3,47 3,51 3,41
1,032 1,054 0,942 0,897 1,009 0,990 1,045
0,051 0,53 0,047
0,45 0,050 0,050 0,52
8
C H A T LUgNG D|CH Vy TAI VlET NAMPHAT TRIEN KINH TE So 261, Thang BJy nam 2012
3. Ket luan va kien nghj Ket luan
Nghien ciiu da xic dinh dugc 6 thanh phan tac ddng ddn chat lugng dich vu hang khdng, cd anh hudng den sy thoi man ciia hanh khach cac tuyen ndi dia cua VNA, trong dd, ha/cil cinli/hanh li la thinh phan cd inh hudng manh nhat d^n sy hai long cua hanh khach, ke den la thii tuc, djch vu tren chuyen bay, dat giil clid vi miy bay, inh hudng it nhat la phi hanh doin. Sau thanh phin niy giai thich duac 62,7% su thoi man cua hanh khach cac tuyen ngi dia cua VNA. Ket qui nghien ciiu thdng ke danh gii cua khich hang vc bang gii tri trung binli cho thay diem trung binh dinh gii chua cao. Dicu niy cho thay hinh khich chua that sy hii long vg chat lugng dich vy ciia VNA. Nghien ciiu nay gdp phin bd sung mdi nghien ciru thuc nghiem ve chat lugng dich vu hang khdng theo tieu chuan ciia Skytrax.
Mpt so gidi phdp de xudt
Ve thdnh phdn hg/cdl cdnh/hdnh li: Thyc hien dung cam ket vdi khach hang ve thdi gian chuyen bay, dac biet la cac dudng bay ndi dia. Khi cd thay ddi gid bay, VNA can thdng bio tdi khach hang kip thdi. Quy trinh giao nhan hanh li phii thuan tien, trinh gay hu hdng hanh Ii, can cd nhiing quy che ro ring ve den bit cho khach. Ngoii ra, VNA nen cung cap cic dich vy dac biet de cham soc khich hang bj hoan/huy chuyen bay nhu: phdng chd vdi cac dich vy tien ich dugc su dung mien phi, nha nghi/khich san cho khach d xa.
Thdnh phdn thu tuc: Nhan vien phii cd tic phong phuc vu chuyen nghiep d£ tranh khdng cd sai sdt xay ra VNA phai truyen dal va huin luyen nhan vien nhieu ban ve kha nang ngdn ngii, ciing nhu ve thii dp phuc vy khach, ludn tan tinh hudng din khich, tao sy vui ve vi than thien cho khich.
Thdnh phdn dich vu tren chuyen bay: Nang cao chat lugng phyc vu tren khdng bang cich da dang hoa cac suit an, va lam phong phii cac hinh thiic giii tri, nhit Ii ddi vdi cic dudng bay ndi dia. Ngoii ra, cin sip xSp ngan nip bio chi tren miy bay, bd sung mpt sd loai bao chi giai tri. Phi hanh doan phai thdng bao diy du thdng tin cin thidt v£ chuyin bay cho hanh khach. TiSp vien phai ludn nhiet tinh, niSm nd, tao cim giac than thien cho khach hang.
Thdnh plidn ddt giir cho: Hang phii dip img nhu cau khi hanh khich cd sy thay doi ve dal cho, VNA can dua cic thdng tin ve chuyen bay, tjch bay tren website ciia hang de khach hang cd the chii dpng tim hieu ma klidng cin phai thdng qua dai ly bin ve.
VNA can tao dicu kien de khach cd the dat ve vi thanh loin vc miy bay qua mang Internet.
Ve thdnh plidn mdy bay. VNA nen cd dpi ngii miy bay hien dai vdi cac trang thiet bi can thiet cho chuyen bay dc phuc vy hanh khach (dac biet la tre em, ngudl khuyet tat, phu nir cd thai). De dip irng dugc su an toin cho cac chuyen bay, VNA nen sir dyng cic loai miy bay mdi, hien dai nhu: Boeing 747, Boeing 767 va A3 21 de trinh tinh trang rung, lac khdng em liic ha/cat cinh cho cac tuyen ndi dja.
Thdnh phdn phi hdnh dodn: Dao lao ddi ngu phi cdng cd kinh nghiem vdi sd gid bay nhieu, chuyen nghiep. Dao tao dpi ngii tiep vien chu dio, nhiet tinh, niem nd va tuoi cudi vdi khich, ngoai ngiir tdi, nhanh nhen va kheo leo trong cung cich phuc vu, khong phan biet ddi xu. Neu co the, hang can dao tao mdt sd tiep vien biet them giao tiep bang tay de phuc vu cho nhiing hinh khach dac biet.
Ngoai ra, VNA nen tin dyng lgi the hang hang khdng quoc gia ldn nhat VN. Vdi tiem luc tai chinh va nhan luc, VNA cd nhieu co hdi va dieu kien thuan lgi de phat trien, trd thanh hang hang khdng co uy tin tren the gidi. Ngoai ra, VNA con ludn nhin dugc sy ung hd nhiet tinh ciia ngudi dan VNB
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f Q CHAT LU-ONG DjCH vy T*,I VI?T NAM
