SI/ hai long cua khach hang
doi v6i chat iutftig djch vu he thong benh vien tu-tai TP.Ho Chi Minh
TtrdNG THI XUAN THU' Tom tat
Nghien ciOi thuc hien nham tim hieu cdc thdnh phdn cua ch& luang dich vu dnh hi^g nhu the nao den SU hdi long cua benh nhdn tai h^ thdng benh vien tu tgi TP. Ho Chi Minh. Kit qud nghien cdu cho thdy, cdc nhdn td, gdm: Tin cdy; Dong cam; Ddm bdo; Hdu hinh; Ddp dng deu cd dnh hu^g tich ci6:
den suhdi long cua binh nhdn. trong do, 2 nhan tdld Tin cgy vd Dong cdm cd dnh hu^g cao nhdt.
Tvf khoa: suhdi long, chdt lugng dich vu, binh vien tu, TP. Hd Chi Minh Summary
The study is conducted to find out the impact of the components of service quality on patients' satisfaction with private hospitals in Ho Chi Minh City. Research results show that Reliability, Empathy, Assurance, Tangibles, and Responsiveness have positive effects on their satisfaction;
in particular. Reliability and Empathy are the most influential factors.
Keywords: satisfaction, service quality, private hospitals. Ho Chi Minh City GICI THIEU
Y tdld mdt trong nhffng linh vffc dffdc ffu tidn diu tu trpng tam eiia Chinh phii trong nhiftig nam gan ddy. Tuy nhien, vi?c qud tai ciia cdc bdnh vidn edng ludn Id de tdi dUdc dd cdp dd'n trdn cde phUdng tidn truyen thdng, bdo chi. Dd thue diy, cung nhu tao Ian sdng mdi trong ITnh vUc eham sdc sffc khde, cd khd nhieu cdc bdnh vidn tU da dUdc dau tU xay dUng vdi ed sd vdt ehat khang trang, hien dai.
Mdc dii trong nUdc cung cd mdt so' nghidn cffu vd cha't Iffdng dich vu benh vidn tai TP. Hd Chi Minh, tuy nhien, mdi chi tdp trung vdo he thdng benh vien cdng Id chii yd'u. Nghien culi thffc ng- hidm ndy se giup cho ede nha quan ly tai hd thdng cdc bdnh vidn tff cd cai nhin da chieu hdn vd danh gid ciia khach hang ddi vdi dich vu nay.
CO sd LY THUYET vA PHl/ONG PHAP NGHIEN CUU
Cd SOf ly thuyd't Chdt luang dich vu
Md hinh SERVQUAL da dffdc de xud't bdi Parasuraman va cpng sff
(1985), gdm 5 thdnh phan nhff: dp tin cay, kha nang ddp ffng, sU hifu hinh, sU dam bao va sff ddng cdm.
So sdnh 3 dac tinh chat Iffdng djch vu (tinh vd hinh, tinh khdng ddng nha't va tinh khong the tdch rdi), ed the nhdn thd'y rang, 5 thdnh phan cua chd't Iffdng dich vu cd the hd trd khac phuc nhffng khd khan lien quan de'n bdn chd't dieh vu.
Nghidn cffu eua Miranda vd cdc cdng sff (2010) cho rdng, 5 thanh phan cua chat Iffdng dich vu dffdc dd xuat bdi Parasuraman va cdng sff (1985) cd the phii hdp vdi td't ca cdc td ehffe cung cap dieh vu ndi chung. Trong dd, nhan td' HiJu hinh la "Cd sd vdt chd't, trang thidt bi va sff hidn didn eua nhdn vien"; Dp tin cay la "Khd nang thUc hidn dich vu da cam ke't mdt each ddng tin cay vd chinh xdc"; SU dap ffng Id "Sdn sang giffp dd khdeh hdng va cung cap dieh vu nhanh chdng"; Dam bdo Id "Kie'n thffe, sff Heh sU cua nhan vien, kha nang truydn cam hiftig vd nidm tin"; SU ddng cam la "Quan tdm, sU chu y ea nhan cung ca'p cho khdeh hdng".
Otani va Kurz (2004) cho rang, d nUdc phdt trien nhu Hoa Ky, cde thanh phan: Qud tiinh nhdp vien; SU cham sdc cua bde si; SUcham sdc cua dieu dUdng; Su quan tdm tff gia dinh vd ban be; Su dd chiu eua mdi trffdng xung quanh vd Quy trinh xa thai la nhifng nhdn td de do ludng chd't lUdng dieh vu bdnh vien.
Theo Duggu-ala vd cac cpng sU (2008), cha't lUdng dich vu bdnh vidn 6 nUde dang phat trien bao gdm 7 thanh phan, gdm: Cha't lUdng ngudn nhan lUe; Cd sd vat chd't ba tang; Quy trinh hdnh chinh; Quy trinh chdm 'Trudng Dgi hpc Ngo^i ngff - Tin hpc TP. Ho Chi Minh
Ngdy nh4n bdi: 28/04/2020; Ngdy phdn bi$n; 20/05/2020; Nga\ duy ft ddng: 26/05/2020
Economy und Forecast Review
79
HiMH; MO H I N H N G H I E N CCtU DE X G A T
Sv hiii long (nia b#nh nhan
Mguon Inc gia de
BANG 1: K E T Q U A D p TIM CAY CRONBACH'S ALPHA
MH TC DB HH
mf
DC HL
tli&nh phSn Tin cav Dam b^o HQu hlnh Dap iTng Dong dm H^i long
C^bobadi^s Alp&a 0,900 0,855 0,884 0,872 0,885 0,862
H$ so'tifdng quan bie'D-t^ng nho nllfi't TCI (0,679) DB4 (0,675) HH3 (0,652) 01/4 (0,643) DCS (0,476) HL3 (0,613) INguon Tinh toan cua tac gia
sdc ldm sang; An toan; Kinh nghiem tdng thd vd chdm sdc y td va Trach nhiem xd hdi.
Suhdi long
Theo Kotler va Keller (2012), sUhai long cua ngUdi tieu dung la sU hai long vd nhffng san pham hodc kdt qua cua dich vu, md ho cam nhan dUdc. Sff hai ldng cua ngffdi tieu diing la mot chffc nang eua hidu sua't vd ky vpng. Nd'u hidu sud't ddp ffng k^ vpng, ngffdi tidu ddng hai ldng. Ngffdc lai, khach hang hdi ldng hoac khdng hai long eung ed the dffde hidu la sff phdn xet giffa ky vpng cua ngudi mua vdi hidu sua't nhdn thffc sau khi mua san pham hoac dieh vu. Sff hai long cua bdnh nhan chu yd'u thd hidn thai dp dd'i vdi sU cham sdc hodc cac thanh phan khdc ciia dich vu dUdc eung ca'p (Jenkinson va cde cpng sU, 2002).
Md hinh va gia thuyd't nghidn cffli
Cha't lUdng dich vu anh budng dd'n long trung thanh ciia ngUdi tidu dung da dUdc tap trung nghidn cffu trong nhieu linh vffc (Arain va cpng sU, 2011; Caruana, 2002). Mdt vai nha phan tich vd hpc gia tha'y rang chat lUdng dieh vu la tien than ciia long trung thdnh eua ngUdi tidu dung (Parasuraman vd cdng sU, 1985;
McDougall va cdng sif, 1994).
Theo nghien effu cua Chahal va Kumari (2010), mpt bdnh nhdn danh gia cha't Iffdng dich vu trung tam chffa bdnh phti hdp vdi mong mud'n ciia hp vd dd la dieu kien tien quyd't. Va hdn the nffa, bdnh nhan ed quyen va quye't dinh dd'n cdc c0 sd chdm sdc sffc khde khdc, nd'u hp khdng hdi long vdi chd't Iffdng phdng kham (Kessler va Mylod. 2011).
Md hinh nghien cu\i dd xua't ve cha't Iffdng dieh vu anh hffdng dd'n sff hai ldng eua benh nhan tai he thdng benh vidn tff tai TP. Ho Chi Minh dffa ti-en md hinh nghien cffu cua Al-Damen (2017) nhUHinh.
Cde gid thuyd't nghien eff^ dUdc ddt ra nhu sau:
HI: Su tin c$y cd anh hUdng tich cffc dd'n Sff hdi long cua bdnh nhdn.
H2: Sff ddm bao cd anh hffdng tich effe den Sff hai long cua bdnh nhan.
H3: Nlian td Hi?u hinh cd anh hffdng tich eUc ddn Su hai ldng cua benh nhan.
H4: Su dap ffng cd anh hffdng tich cffc dd'n Sff hai long cua bdnh nhan.
H5: Sff ddng cam cd anh hffdng tich cffc de'n Sff hai long cua benh nhdn.
PhUcmg phap nghidn cihi Nghien cffu tiiffc hien khao sdt edc khdeh hdng Id bdnh nhdn, than nhan trffc tiep cham sdc benh nhan khi de'n thdm khdm va dang didu tri tai he thd'ng 5 benh vidn tff, dd la: Hoan My, Vidt Phdp, An Sinh, Columbia Asia vd Vu Anh. Khao sdt dffdc tie'n hdnh tff tiiang 08-10/2019.
Cdc phie'u khdo sdt sau khi dffdc chpn Ipe, bd edc phid'u khdng dat yeu cau (chffa du cac thdng tin trong phid'u khao sdt), phie'u khao sdt dat ydu e£u la 376.
Dff lieu dffdc xff Iy thdng qua phan mdm SPSS 25.0.
KET QUA NGHIEN cCrU
Kidm dinh Cronbach's Alpha Kd't qua kidm dinh dp tin cay thang do (Bdng 1) cho thay, cdc he sd Cronbach's Alpha deu dat yen cau (> 0,6). Tuy nhien, ed bidn quan sat HL6 cd h$ sd tffdng quan bidn - tdng < 0,3 ndn da bi loai. Cdc thang do edn lai ddu cd hp sd tUdng quan bidn - tdng nhd nhat ddu dat ydu clu (> 0,3). Cac bidn quan sat ciia 6 thang do se dUdc diing cho bUdc phan tieh nhan td kham pha (EFA).
Phdn tich EFA
Kit qud phdn tich EFA cho cdc biin doc tap
Ta't ca cdc bie'n quan sdt khi dUa vdo phan tich deu cd he sd'tdi nhdn td (factor loading) > 0,5 (dat yeu cau), ed 5 nhan td dUde trieh tai gid tri Eigenvalues = 1,343 vdi tdng phUdng sai trieh dffde IS 72,606%, nen dat ydu eau.
Kd't qua cd 23 bien quan sdt vd 5 nhdn td dffpc nit u-ich: Nhdn to 1 cd 5 bien quan sdt thude thang do Hifu hlnh;
Nhdn td'2 cd 5 bid'n quan sat thudc thang do Tin cay; Nhan td 3 cd 5 bid'n quan sdt thudc tiiang do Ddng cam; Nhan t d 4 c6 4 bie'n quan sat tiiude thang do Ddp ffng;
Nhan td 5 ed 4 bid'n quan sdt ihudc diang do Dam bao.
80
Kit qua phdn tich EFA cho bien phu thudc "Hdi long"
Td't ca cac bie'n quan sat khi dffa vdo phan tich ddu cd he sd'tdi nhan td'(factor loading) > 0,5 (dat ydu ciu), ed 1 nhdn td dffde trich tai gia tri Eigenvalues = 1,008 vdi tdng phUdng sai trieh dUde Id 73,3%
la dat yeu du. ^ Ph^n tich hdi quy
Su phu hdp eua md hinh dUde danh gid bang he sd R^ vd R^ hidu ehinh. Theo nguydn tac, R^ hidu ehinh cdng gan 1, thi md hlnh eang phii hdp. Phdn tieh dUde thue hien bdng phffdng phap Enter.
Ket qud Bang 3 cho thay, R- hidu chinh bdng 0,644 (> 0,5), nhff vay, md hinh gia thuydt dffa ra la phu hdp vdi tdp dff lidu mau. Cdc bie'n dde lap: Dong cam (DC); Tin cay (TC); Dap ffng (DLf); Dam bao (DB) vd Hffu hinh (HH) giai thich 64,4% phffdng sai ciia bid'n phu thuoc:
Hdi long (HL).
Kd't qua kidm djnh ANOVA (Bang 3) cho thay, F = 136,723 va gia tri Sig. = 0,000 < 0,05, nen bde bo gid thuyet HO cho rang, tdt ea cdc he sd hdi quy ddu bdng 0, do dd md hinh hdi quy la phu hdp vdi tdp dff lidu.
Kd't qua hdi quy (Bang 4) cho thd'y, vdi mffc y nghia 5%, 5 nhan td', gom: Tin cdy (TC); Dam bao (DB); Hffu hinh (HH);
Ddp ffng (Dl/); Dong cam (DC) deu cd y nghia trong mo hinh (Sig. cua 5 nhdn td nay deu bang 0,000 < 0,5). He sd'hdi quy Ian Iffdt cua 5 nhdn tdnay Id p, = 0,296; p^
= 0,184; p3 = 0,201; p, = 0,176; p5=0,288.
Phffdng trinh hdi quy ed dang:
HL = 0,296*TC + 0.288*DC + 0,201 *HH + 0,184*DB + 0,176*Dlf
Kd't qua phdn tich cho thd'y, nhan td
"Tin cdy" va "Ddng cam"cd anh hffdng quan trpng nhieu nhdft dd'n sff hai ldng cua khdeh hang dd'i vdi chd't Iffdng dich vu tai he thd'ng bdnh vidn tff tai TP. Hd Chi Minh, cdc nhdn td' eon lai Ian Iffdt la Hifu hinh. Dam bao va Ddp ffng.
KET LUAN VA H A M Y QUAN TRj
Ke't qud nghidn effXi cho thd'y, ca 5 nhdn td'cua chd't Iffdng dieh vu, gdm: Hdi long cua bdnh nhan; Tin cay; Ddng cam;
Hffu hinh; Ddm bao vd Ddp ffng deu cd
^nh hffdng tich cffc de'n sff hai Idng ciia benh nhdn tai he thd'ng bdnh vien tff tai TP. Hd Chf Minh. Dieu nay ciing kha phd hdp vdi cac ke't qud nghien cffu Al- Damen (2017), Rebaman. B va Husnain.
BANG 2: DANH GIA SCT PHU HCiP CGA MO HINH THEO R^
VA Ht SO DORBIN - WATSON Mdhinhl R 1 R^
1 lo.SOs] 0,649 R^dilu chiirii
0,644
l/dc liifpk^ sai sS* chu^n 0,41123 Bien doc lap: DC, TC, DlT, DB. HH
Bien phu thuoc: HL
Durbin -Watson 1,905
BANG 3: KIEM DINH PHdCfNG SAl ANOVA ANOVA
Mdhinh 1
Hoi quy Phan dir Tong
Tdng blnh phiAAig 115,604 62,570 178,173 df
5 370 375
Binh phu'cfng tmng binh 23,121 0,169
F 136.723
SiR. o.ooo
Bien phu thu6c. HL Bia'ti doc lap: DC, TC, DL/, DB, HH
BANG 4: KET QOA P H A N TICH HOI QUY BQI THEO PHddNG PHAP ENTER Md hinb
1 Hang so
TC DB HH Dir DC
H^ sd'hdi quy chtfa chu^o boa Saiso'chu^n
-0.116 0,271 0,161 0.165 0.155 0,261
Beta 0,140 0,034 0,033 0,033 0.033 0,038
H | sd'hdi quy da chuifn h6a
0.296 0,184 0,201 0.176 0,288
Gid tri ki^m dinht -0.825
7.916 4,825 4,973 4,675 6,921
MiJc^
nghTa (Sig.) 0,410 0,000 0,000 0,000 0,000 0,000
Thefng ke da cdng tuylTn Dung sai
0,677 0,652 0,580 0,667 0.549
VIF
1,477 1,533 1,724 1,499 1,822 Bi^n phu thuoc: HL
M (2018). Tuy nhidn, mffe dp tde dpng cua eac nhdn td' thdnh ph^n eua chd't Iffdng dich vu dd'n sff hdi ldng cd hdi khac bidt.
Tff kd't qua nghien ciJu, mpt sd' ham y eho ede nhd quan ly trong ITnh vffc kinh doanh dich vu y td', dac bidt la trong he thd'ng bdnh vidn tff, nhff sau:
Ddi vdi nhdn td "Tin cdy". Day la nhan td ed dnh hffdng nhieu nhd't dd'n sff hdi idng cua khach hanp tai he thd'ng benh vidn tff tai TP. Ho Chi Minh. Dd gia tang sff hai Idng cua khach hang, cdc nhd quan l;y can chu trpng dd'n chd't Iffdng va uy tin eua dpi ngu bac sy, dieu dffdng, y td, cung nhff cde chuyen vien ky thuat Nham ddm bao dffdc dpi ngu chuydn mdn cd tay nghd cao, uy tin, cdc bdnh vien tff can cd nhieu ehinh sdch tuyen dung, cung nhff ddo tao nhdm tim kie'm, giff chdn dffdc dpi ngu nhdn vien ed ehat Iffdng.
Ddi vdi nhdn td"Ddng cam". Day cung la nhdn toed anh hffdng cao thff hai dd'n sff hdi ldng eiia bdnh nhdn.
Sff ddng cdm thd hien sff thdng cam cua nha eung ca'p dich vu, sff thdng cam va hieu bid't cua cac nha cung cd^p chdm sdc sffc khoe ve cac van dd va nhu cau eua bdnh nhdn cd the dnh hffdng ldn dd'n sff hai long cua bdnh nhan. Bdnh nhdn mong mud'n dffde cdc bac sy quan sdt chu ddo va hieu bie't ve tinh trang sffc khoe eua hp.
Tffdng tff nhff vay, benh nhdn mong ddi y ta chdm .sdc dd'n cd nhan vd hd trd tinh than cho hp. Chinh vi vdy.
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cae nha quan tri can phai chu trpng dd'n vide xay dffng dffdc van hda ffng xff trong ddn vi cua minh. Niem tin cua ngffdi bdnh se dffde nhdn ddi ndu khi nhdp vidn dffde ddn tie'p ngay va nd'u bde sy hode didu dffdng ndi vdi ngffdi bdnh "bdnh vidn se cd'gdng tao dieu kidn de ngffdi bdnh dffdc dieu tri va cham sdc td't nhat, ddng thdi khuye'n khieh ngffdi benh neu cd ban khodn, thi manh dan hoi thay thud'c va nhdn vien y td'". Ngffdi bdnh cung nhff ngffdi nha se ydn tam hdn khi dffdc chffa tri va cham sde bdi cac bac sy, y td do ngffdi quen, eung nhff ngffdi thdn bay ban be gidi thidu. Chinh vi vay, cdc y td, bac sy khi dieu tri ndn chu ^ nhd tdn bdnh nhan hay ngffdi than trffc tidp cham sdc, ludn tao cho hp cam giae than thien vd dffdc quan tdm dac bidt.
Ddi vdi nhdn td "Hffu hlnh". Uu diem Idn nha't cua he thd'ng bdnh vien tff hidn nay la ui chu vd tdi chinh, ndn cd the manh dan dau tff cho ed sd vdt chat ha tang, cung nhff trang bi cdc thiet bi hien dai trong vide ehud'n doan va dieu tri. Vu diem nay can dffdc phdt huy nhieu hdn nffa bang each nang eao chd't Iffdng dieh vu phuc vu khdch hang bang cdch ra nhieu gdi dieh vu trpn gdi, cdc dich vu cung cd'p tien nghi cho cdc khdch hang cd nhu eau. Cd nhieu mffe gid didu tri, ciing nhff tidn nghi ndi trff khde nhau eho nhidu phan khue khaeh hdng khde nhau, didu nay d cdc benh vidn cdng khdng lam dffdc.
Dd'i vdi nhdn td "Ddm bdo". Mdi ddn vi ndn thffc hien kiem dinh chdx Iffdng theo tidu chuan qudc te.
Ddng thdi, thffdng xuyen ra sodt lai td't ca cdc khdu trong qua trinh ldm vide, ciing nhff eff chuydn vidn, nhan vidn tap hua'n cdc quy trinh van hdnh thid't bi, edc quy tnnh kiem tra, kiem sodt de tranh nhiftig sai sdt khdng dang ed. Mdi trffdng lam vide trong bdnh vidn la rat dp Iffc, nen vide sai sdt la khd trdnh khdi. Chinh vi vay, benh vidn tff phai ddm bdo gidm tliidu nhd't cdc sai sdt cd the xay ra bdng vide dp dung ede he thd'ng kiem dinh chd't Iffdng (ISO), hoac eac ddn vi kiem dinh chat Iffdng ddc Idp.
Ddi vdi nhdn td "Ddp ffng". Bdnh vi?n cin ffU tien Udn kd't vdi cdc bdi chuyen ngdnh trong vd ngoai nffdc nham cap nhat lien tuc nhiitig tie'n bp mdi nha't ve y hpc, tang cffdng dao tao mdi vd fftig dung nhffng ky thuat mdi; Iffa chpn cdc doanh nghidp kinh doanh phff hdp cung diu tff thidt bi chuydn mdn de giai quyet vd'n de ve vd'n vd tid'p thu khoa hoc qudn 1^, cdng nghd ky thuat, tdc phong Idm vide tid'p thu tff duy mdi trong quan tri, dieu hanh; tang cffdng quan he vdi cdc bpnh vien chuydn khoa de phdi hdp td't chuyen mdn, ddo tao lai, dao tao mdi.Q
TAI LI^U THAM KHAO
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"Case of Al-Bashir Hospital", International Journal of Business and Management, 12(9), 136 2. Amin, M., Isa, Z. and Fontaine, R. (2011). The role of customer satisfaction in enhancing customer loyalty in Malaysian Islamic banks, The Service Industries Journal, 31, 1519-1532
3. Caruana A (2002). Service loyalty: the effects of service quality and the mediating role of customer satisfaction, Eur J Mark, 36, 811-828
4. Chahal, H. and Kumari, N. (2010). Development of multidimensional scale for health care service quality (HCSQ) in Indian context, J Indian Bus Res Stat. 2(4)
5. Duggirala, M., Rajendran, C. and Anantharaman, R. N. (2008). Patient-perceived dimen- sions of total quality service in health care. Benchmarking An International Journal, 15, 560-583
6. Jenkinson, C. A., Coulter, A., Bruster, S , Richards, N., & Chandolaet. T. (2002). Patients' experiences and satisfaction with health care: results of a questionnaire study of specific aspects of care, Quat Saf Health Care, 11, 335-339
7. Kessler, DP. and Mylod, D. (2011). Does patient satisfaction affect patient loyalty? Int J Health Care Quat Assur, 24, 266-273
8. Kotler, P., Keller, K. L. (2012). Marketing Management. 12th ed. New Jersey: Prentice Hall 9. McDougall, GH. and Levesque TJ (1994). A revised view of service quality dimensions:
measurement in a high street retail bank, Int J Bank Mark, 19
10. Miranda, F.J.. Chamorro, A., Murillo, L.R. & Vega, J. (2010). Assessing primary health- care services quaUty in Spain: managers vs. patients perceptions. The Service Industries Journal, 30(13), 2137-2149
11 Otani, K.A. and Kurz, R.S. (2004). The unpact of nursing care and other healthcare attributes on hospitalized patient satisfaction and behavioral intentions. Journal of Healthcare Management, 49,181 -197
12. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its impUeation for future research. Journal of Marketing, 49. 41-50
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