I A I GHINH-NGAN HANG-BAD HIEM
NGHIEN ClfU CAC YEU TO ANH HUCfNG DEN S\J HAI LONG VE CHAT LI/0NG DICH VU CUA BAO HIEM XA HOI QUAN GO VAP
• N G U Y I N THj Hl/CJNG
TOM TAT:
Nghidn cffu ndy dffdc tbffe hidn nham phdn tich cdc nbdn td' anh hffdng dd'n chd't Iffdng dieb vu cua Bdo hiem Xd hdi quan Go Vd'p. Sff dung phffdng phdp nghien cffu dinb Iffdng va dinh tinh, nhdm tac gia tid'n hanh khao sat 310 ca nhan dai didn cho cac td chffc ddn vi hanh chinh sff nghiep vd cdc doanh nghidp trdn dia ban qudn. Dffa trdn kd't qua nghidn cffu mffc dp hai long vd cha't Iffdng dich vu theo 6 nhan td: (1) Sff tin cay, (2) Sff ddp ffng, (3) Nang Iffc phuc vu, (4) Sff ddng cdm, (5) Phffdng tidn hffu hinh, (6) Qui tnnh thff tuc hanh chinh, tdc gid da de xud't eae giai phdp can thiet va phii hdp.
Tiif khda: Chcft Iffdng dich vu, sff hai long, bao hiem xd hoi qudn 0 6 Vd'p.
1. Gidi thidu chung
Trong nen kinh id'thi trffdng, bao hiem xa hpi la mdt linh vffe kbdng the tbie'u ddi vdi ngffdi sff dung lao ddng va ngffdi lao ddng, Bao biem xa bpi giiip ngffdi lao dpng va gia dinb bo dn dinh cude sd'ng khi hp gap khd khdn bode ma't hay giam thu nhdp. Bao hiem xa hpi la la'm la chan giup hp trong qud trinh sdn xud't - kinh doanh, thu hut dffdc lao dpng, vi bao hiem xa hdi dam bao cbi tra nhffng khoan tien Idn khi ngffdi lao ddng khdng may gap nhffng rui ro hoac khi gid hd'l tuoi lao ddng vdi muc dich nham cai tbidn va nang cao sff hai Idng ve cba't Iffdng dich vu bao hiem. Tai cd quan Bao hiem xa hpi thdnh phd Ho Chi Minh ndi chung vd Bao hiem xd hdi Go Vd'p ndi ridng dang cung ffng cho khach hang trong qud trinb thffc hien nhidm vu vdi mong mud'n lao sff hai Idng bdn nffa tff phia khdeh bang, Iff dd tao sff tin iffdng ciia ngffdi ddn dd'i vdi nhffng dich vu ma Bao hiem xa hpi Gd Va'p cung ffng trong thdi gian tdi la dieu
hd't sffe can thie't va nghien cffu nay giup lam sang td dieu do.
2. Cd sd ly thuyd't va phifdng phap nghien cffu 2.1. Cosdly thuyet
Khdi niem ve dich vu la mpt dinb nghia da dffdc trinh bay trdng rd't nbieu edng trinh nghien cffu trffdc day. Theo tieu chudn ISO 9004: "Dich vu la ke't qua mang lai nhd cdc hoal ddng tffdng tac giffa ngffdi cung ca'p va khach hang, cung nhff nhd cac boat dpng ciia ngffdi cung ca'p de dap ffng nhff cau ciia khdeh hang. Theo Lovelock (2001 dan theo Oliveira, 2010) dich vu la hoat ddng kinh td'tao gid tri va cung cap ldi ieh cho khach hang lai thdi gian cu the va dia diem cu the nhff la ke't qua eua mpt sff thay ddi mong mud'n, hoac thay mat cbo ngffdi nhdn (sff dung) dieb vu. Trong nffde, tdc gia Tdn Thd't Nguydn Thidm (2005) dinh nghTa dich vu la thffc hidn nhffng gi ma cdng ty da hffa hen nham thid't lap. Cling ed va md rdng nhffng quan he dd'i tdc lau ddi vdi khdch hang vd tbi irffdng. Dich vu ehi dat
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TAP CHl CONG THtffllNG
cha't Iffdng kbi khach hang cam nhan rd rang la vide thffc hien cdc hffa hen dd ciia edng ty mang dd'n cho khdeh hang gid tri gia tang nhieu bdn cdc doanh nghidp kbdc hdal dpng d-ong cung ITnh vffc.
Theo Brown (1992), sff hai long cua khach hang la mpt trang thai, trong dd nhffng gi khdch hang can, mudn va mong d(ii d san phd'm va goi dich vu dffdc thda man hay vffdt qud sff thda man, ke't qua la cd sff mua bang lap lai, Idng trung thanh va gid tri cua ldi truyen mieng mpt cdch thich thu.
Md hinh cbd't Iffdng dich vu cua Parasuraman va ede cpng sff (1985) cho chung ta mdt bffe tranh tdng the ve chd't Iffdng dich vu. Tuy nbien, md hinh nay mang tinh khai niem nhieu hdn. Cdc gia thuyd't ti-ong mo hinh c^n hang loat cdc nghien cffu de kiem djnh.
Mpt ffong nhffng nghidn cffu va cung la quan trpng nhd't, la do Iffdng cbd't Iffdng dich vu cam nhdn bdi khach hang. Tai Vidt Nam, Md hinh nghien cffu sff hai ldng cua khach hang dd'i vdi cha't Iffdng dich vu bao biem xa hdi tai An Nbdn, tinh Binh Dinb etia tdc gia Nguydn Thi Hdng Nhung, 2016. Cdc nghidn cffu dd da dffa ra va khao sdt mdt sd nhan td tae ddng de'n sif hai Idng ve chat Iffdng dich vu md lac gia da dffa vao de de xud't md hinh nghien cffu dffdi day.
Hinh: Mo hinh nghien c(/u C su tin cqy
( Phiidng tien hQu hinh
Cac gia thuyd't cho nghien cu'u: Bang 1
Phffdng phdp nghien cffu
Nghidn cffu dffdc thffc hien tiidng qua ede giai doan:
Giai doan I: Thie't ke' bang eau bdi Dffa vao cd sd ly thuye't vd nghidn cffu lien quan trffdc ddy de lao ndn bang cdu hdi ban dau.
- Bang cdu hdi dffdc hodn chinh vd gu'i di khao sat ehinb tbffe.
- Sff dung thang do Lickert 5 mffc dp do Iffdng sff hai ldng ve cha't lffdng dieb vu tbeo cdc nhan td md hinh nghien etJu ban dau.
- Mdu nghien ciiu: Cd 350 bang cau hdi da phat ra, thu ve 200 mdu. Sau khi loai edc phie'u tra ldi kbdng dat ydu cau, cdn lai 145 mdu. Nhffvay, cd sd dffa vao xff ly vd phan tieb la 145 mdu (dat ty le 65,275%).
Thdng tin mdu: Kd't qua nghien cffu cbo thd'y rdng: Ngffdi sff dung dich vu thffdng xuydn nhd't tai cd quan Bao biem xa hdi quan Go Vd'p thupc nhdm dai dien cho doanh ngbiep dang tham gia ddng bao hiem xd bpi vdi ty le 49,7%. Tie'p theo nhdm dai dien eho cd quan hdnb chinh sff ngbiep cung chiem ty id khd cao Id 25,8%. Tie'p de'n la nhdm cd nhan dang hffdng chd' dp ngan sdch nhd nffdc. vdi ty le it hdn la 14,8%. Tie'p tbeo la nhdm ngffdi lao ddng ed nhu cau dd'n quyen ldi bao hiem xa hdi chie'm 6,1%. Cud'i cung la nhdm cd nhdn tham gia bao hiem xa hdi, bao hiem y le iff nguydn kbdc vdi ly le tha'p nhat la 5,2%.
Giai dogn 2: Xff ly sd Ueu va thd'ng kd kd't qua Nghien cffu sff dung phffdng phdp dinh Iffdng bang pban mem SPSS20.0. Tie'n hanb ddnh gid dp Imcdy ciia thang do bang be sd'Cronbach's Alpha, phan tich nhan td'kbam pha (EFA), pban tieb tffdng quan va hdi quy da bid'n de kiem dinb cac gia thuyd't nghien cffu. (Bang 2).
3. Ke't qua va ban ludn
Kidm dinb Cronbach's Alpha cbo tffng bie'n
G i a thuyet N$i dung
Su tin cay anh hucing cung chieu den su hai long ve chat luong dich cua Bao fiiem xa hoi Go Vap Su dap ling anh hu6ng cCing chieu de'n sU hai long ve chal lUOng dich cua Bao hiem xa hoi Go Va'p Nang ILJC phuc vu anh hudng cung chieu den sU liai long ve chat luong djch cua Bao hiem xa hpi Go Vdp Sy dong cam anh hUcing ciing chieu de'n su hai iong ve chat iUOng dich ciia Bao hiem xa hoi Gd Vap Phuong tien hOu hinh anh hu6ng cung chieu den su hai long ve chat luang dich cua Bao hiem xa hoi Go Vdp
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TAI CHJNH-NGAN HANG-BAD HIEM
Bang 2. Ket qud danh gia do tin cay cue fhang do Bien
SL/ tin cay
Sii dap iing
Nang luc piiuc vu
SU d6ng cam
PhUdng tien hOu ilinii
Qui trinii tiiij tuc iianii ciiinh
Su iiai long Ma STC1 STC2 STC3 STC4 STC5 SDU1 SDU2 SDU3 SDU4 NLPV1 NLPV2 NLPV3 • NLPV4 SDC1 SDC2 SDC3 SDC5 PTHH1 PTHH2 PTHH3 PTHH4 QTTTl QTTT2 QTTT3 QTTT4 SHL1 SHL2 SHL3
Ti/dng quan bien tdng 0,813 0,475 0,338 0,623 0,588 0,627 0,570 0.562 0.606 0,611 0.694 0.704 0 587 0.564 0.791 0.757 0.647 0.620 0.583 0.689 0.659 0.713 0.551 0.655 0.573 0.589 0.651 0.586
Cronbadi'sAlptia
0.775
0.784
0.821
0.848
0.817
0.806
0.773
Gllichu
Loai bien SDC4 vi CO Ii6 so tUdng quan bien tdng la 0.102 < 0.3 {piiU luc 4 4)
trong tong so 28 bien quan sat, ta dffdc hd sd Cronbach's Alpha tff 0.773 dd'n 0.848. Nhff vay, 28 bie'n deu tbda man yeu cau khi thffc hien kiem dinh do dn cay cua thang do.
Pbdn tich nhan id' kham pbd (EFA) dffdc sff dung de ddnh gia mffc do hdi tu eua cac bid'n quan sat theo thanh phdn Phffdng phdp riJt trich dffdc chpn de phan tich nhdn Id'la phffdng phdp Principal components. Kd't qua phan lich dffdc the hidn qua Bang 3.
Phdn tieb bdi qui dffdc tie'n hdnh cho 6 nhan to' ddc Idp (Sff tin cay, Sff dap ffng, Nang Iffc pbuc vu, Sff ddng cam, PhffOng lien hffu binh. Qui trinh
Bang 3. Bang phan tich Ket qua phan tich EFA cho bien phu thupc STT
1 2 3
Bien quan sat SHL2 SHL1 SHL3 Cronbacii's Alpha Sig KMO
Ph uonc sai trich (%)
SU tlai long 0.857 0818 0 814 0.773 0 000 0 692 68.891%
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TAP CHi CONG THIfdNG
Bang 4. Ket qua phan tich ho! quy
Md tilnli
Su tin cSy Su dap Ung Nang luc phuc vu Su ddng cam Phuong tien hUu hinh Qui trinh thu tuc
H$ so khong chuan hoa B
0.343 0.093 0.136 0 134 0.131 0.161
Std. Entjr 0.037 0.034 0.036 0.038 0.043 0.036
H$ so chuan hoa Beta 0.368 0.108 0.150 0.150 0.132 0.182
t
9.166 2.710 3.822 3.477 3.079 4.418
Sig.
0.000 0.007 0.000 0.001 0.002 0.000
Thdng l(e Coilinearity Tolerance
0.594 0.600 0.623 0.517 0.525 0.563
VIF 1.683 1.667 1.605 1.932 1.906 1.775 Bien phu thuoc: SU hai long
R= 0.842 Durbin Wastson = 1.897
R' = 0.709 F= 123.113
R' dieu chinh = 0.703 Sig. = 0.000
thu luc hanh chinh) va nhan id' bie'n phu thude Id Sff hai long. Kd't qua cua phan tich hdi quy se dffcfc sff dung de kiem dinh ede gia thuye't HI, H2, H3, H4, H5, H6 trong md binh nghien ctfu. Ke't qua phan tich hdi quy da bid'n giffa 6 bid'n ddc lap (Sff tin cdy, Sff dap ffng, Nang Iffc phue vu, Sff ddng cam, Phffdng lien hffu binh. Qui trinh thu tuc hanh chinh) va bie'n phu thupc la "Sff hdi long" dffdc trinh bay trong Bang 4.
Nhff vdy, md hinh hdi quy ed 6 bie'n anh hffdng dd'n Sff hdi Idng la: Sff tin cay, Sff dap ffng, Nang Iffc phue vu, Sff ddng cam, Phffdng tien hffu hinh, Qui trinh thu tuc hanh chinh. Mdi quan he giffa bien phu thude vdi 6 bie'n ddc lap trong md hinh dffdc the hidn trong phffcfng trinh sau:
Y = (0.368. X) + (0.108.X1) + (0.150.X2) + (0.150.X3) + (0.132 .X4) + (0.182 * X5) Cac he so' hdi quy mang dau + the hien cac yd'u Id'trong md hinb hdi quy trdn anh hffdng ty le thuan dd'n sff hai Idng va cdc gia thuye't HI, H2, H3, H4, H5, H6 dffdc chd'p nhdn.
4. Ket lu^n va dd xudTt 4.1. KS't ludn
Tff nghien cffu nay cd the kd't ludn rdng: Ngffdi sff dung dich vu "tffdng dd'i hai long" vdi chd't Iffdng dieb vu ma cd quan Bao biem xa bdi quan Gd Va'p cung cd'p, vdi mffc gid tri trung binh d "mffc do bai
long cao", Trong dd, ho hdi long nhdt vdi yeu to la
"Sff ddng cam" cua can bg vien cbffc Bao hidraxa hoi quan Gd Vd'p vdi mffc trung binh la 3.66, liep theo la ye'u id' "Phffdng lien hffu binb" vdi mffc trung binh Id 3.60, "Ndng Iffc phue vu" vdi mffc trung binh la 3.58, Qui trinb thu tuc vdi mffc trung binb Id 3.56, cud'i eung Sff tin edy va Sff dap ffng vdi mffc trung binb chung la 3.54.
4.2. Goi y cdc gidi phdp
Cbi dao cac bg phan nghdp vu thffdng xuyen ra sodt cai tie'n quy trinh, thu luc iff khau lid'p nhan, thu ly, luan chuyen va tra ke't qua dung thdi gian quy dinh nhdm dam bao mue tidu chat Iffdng da cam ke't.
Can bd sung thdm phffdng thffc thdng bdo bd sung hd sd qua email, dien thoai. Tang cffdng eai cdch thu tuc hdnh chinh, ffng dung cdng nghe thong tin de giam thdi gian giao dich cua doanh nghiep xud'ng cdn 45 gid theo chi dao eua Cbinh phu va cua Bao hiem xa hgi Viet Nam.
Phd'i hop vdi edc ddn vi cd lien quan xdy dffng ke' hoach, phffdng dn, kinh phi to chffc thffc hien dich vu nhan tin cho ngffdi tham gia bao hiem y te hd gia dinb tren dia ban quan, xem xet nhan tin khi the bao hiem y te' bet ban va lin nhan gia ban the thanh cdng de ngffdi tham gia bao hiem y te' an tam, tin Iffdng •
196 So 3-Thdng 3/2019
TAI CHlNfl-NGAN HANG-BAO HIEM
TAI LIEU THAM KHAO:
/. Nguyen Thi Hong Nhung (2016). Su hdi long cua khdch hdng dd'i vdi chd't lupng dich vu bdo hiem xd hdi tai thixdAnNhon, tinh Binh Djnh. Ludn vdn Thac si. TrUdng Dgi hpc Kinh li'TP. HS Chi Minh
2. Nguyen Dinh Thp vd cdng sU (2003). Do lUdng chd't luong dich vu khu vui choi gidi tri ngodi trdt tgi TP. Ho Chi Minh. TrUdng Dgi hpc Kinh te'TP. Ho Chi Minh.
3. Nguyen Thi Hong Nhung (2016). Su hdi ldng cda khdch hdng dd'i vdi chd't luong dich vu bdo hiem xd hdi tgi thixdAn Nhon, tinh Binh Dinh. Luan vdn Thac sl. Trudng Dai hoc Kinh te'TP. Ho Chi Mmh.
4. Barbara Everitt Bryant & Claes Fornell (2005). "American Customer Satisfaction Index, Methodology", Report:
April, 2005
5. Cronin. J. and Taylor. S SERVPERF versus SERVQUAL (1994) "Reconciling performance based and perceptions minus expectations measurement of service quality". Journalof Marketing, Vol.58. No. 1
Ngay nhan bai: 12/2/2019
Ngay phan bien danh gia va su'a chifa: 22/2/2019 Ngay chS'p nhan dang bai: 3/3/2019
Thong tin tdc gia:
NGUYIN THI HIJCJNG Bao hiem Xa hoi quan Go Vd'p
FACTORS AFFECTING THE SATISFACTION ABOUT THE QUALITY OF SERVICES PROVIDING BY DEPARTMENT
OF SOCIAL INSURANCE OF GO VAP DISTRICT
• NGUYEN THI HUONG
Department of Social Insurance, Go Vap District, Ho Ctii IVIinh City
ABSTRACT:
This study was carried out to analyze factors affecting the quahty of services providing by Department of Social Insurance of Go Vap District, Ho Chi Minh City. By using the quantitative and quahtative research methods, 310 individuals from administrative organizations and enterprises located m Go Vap District were surveyed. Results showed that the satisfachon level about the quahty of services providing by Department of Social bisurance of Go Vap District is affected by six factors, namely (1) Confidence, (2) Response, (3) Service capacity, (4) Empathy, (5) Tangible means, (6) Administradve procedures. This study also proposed some necessary and appropriate solutions to increase the satisfaction level about the quality of services providing by Department of Social Insurance of Go Vap District.
Keywords: Quality of service, satisfeation. Department of Social Insurance - Go Vap District.
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