NGHIEN CUtJ Sir HAI LONG CUA NGlTCH TIEU DUNG D 6 I V 6 I N H A H A N G J O L L I B E E T A I
THANH PHO LONG XUYEN, AN GIANG
• LE THI NGOC TIEN - TO HOAI NHAN
TOM TAT:
Bai vi8t nghien ciiu, danh gia cac yau t6 tac dong den sir hai long ciia nguai tieu dung (SHLNTD) di\ vai nha hang Jollibee tai thanh ph6 Long Xuyen, An Giang. Tir do, dua ra nh&ng khuygn nghi giiip cai tiin chk lugng san ph^m va dich vu cung nhu nang cao SHLNTD.
Tir khoa: Su hai long, chk lugng dich vu, Jollibee, TP. Long Xuyen, tinh An Giang.
1. Gio-i thieu
Jollibee la mgt thuong hieu noi tieng ve thiic an nhanh tren toan cau. Tuy gia nhap thi truang TP.
Long Xuyen sau KFC hay Lotteria nhimg Jollibee v^n bat kip va co mgt cho dirng "an toan". Tuy nhien, thi truong TP. Long Xuyen la mgt thi truong nho nen viec canh tranh thi phSn la dieu kho tranh khoi. Muon gia tang hay giii" thi phan,can phai am hieu ve dac diem thi truang. Ngoai viec cai tien san pham, tim hieu nhu cau ciia nguai tieu dimg con can danh gia SHLNTD doi vai rting san pham, dich vu.
Parasuraman, Zeithaml va Berry (1985) cho rang, chat lugng dich vu la mot trong nhung yeu to danh gia sir hai long (SHL) ciia khach hang, la khoang each giua su mong dgi ve dich vu ciia khach hang va nhan thiic ciia hp khi da sir dung qua dich vu, gom 5 thanh phan ciia thang do SERVQUAL. (l)dg tin cay, (2) tinh dap ling. (3) su dong cam, (4) nang lire phuc vu, (5) cac phuang den huru hinh. Ngoai ra. gia thanh la mgt nhan to tac dgng den hanh vi ciia nguoi rieu diing [2] va neu muon duy tri hanh vi tieu dimg hay sir trung thanh doi voi san pham thi nhan to gia phai dam bao SHL cua khach hang [1].
Mpt so nghien cuu ciing da chumg minh \e sir anh huang ciia yeu t6 gia [5, 10], vay nen. neu cac doanh nghiep muon phat trien thi phai dam bao sir thoa man
d6i voi nguai tieu dung ve san pham dich vu ma hp cung cap.
Do la vkn de cap thiet de d^ tai: "Nghien ciiu su hai long ciia nguai tieu dimg doi vcri nha hang Jollibee tai TP. Long Xuyen, An Giang" dugc de xuat.
2. Mo hinh va gia thuyet nghign clhi Yeu to gia cam nhan [1,5, 10] dugc de xuat them vao thang do SERVQUAL [8] thanh mo hinh de xuat ciia nghien ciru (Hinh I). Co 6 gia thuyet nghien ciiu nhu sau:
HI: Sir tin cay co tac dgng ciing chieu den SHLNTD, khi sir tin cay ciia nguoi tieu diing tang thi mirc do hai long se tang va ngugc tai.
H2: Kha nang dap img co tac dgng ciing chieu d6n SHLNTD, khi kha nang dap img dugc nguoi tieu dimg danh gia tang thi mure dp hai long s6 tang va ngugc lai.
H3: Nang luc phuc vu co tac dpng ciing chieu den SHLNTD, khi nang luc phuc vu tang thi mirc dp hai long se tang va ngugc lai.
H4: Su cam thong co tac dgng cimg chieu den SHLNTD, khi sir cam ihong dugc danh gia tang thi mirc dp hai long se tSng \a ngugc lai.
H5: yiu td huu hinh co tac dong ciing chi^u
246 So 6-Thang 4/2020
KINH DOANH
den SHLNTD, khi danh gia ciia nguai tieu diing ve yeu to hiru hinh tang thi miic do hai long se tang va ngugc lai.
H6: Gia cam nhan co tac dgng cimg chieu den sir hai long cua nguai tieu dung, khi gia san phSm dugc nguai tieu diing thoa man cao hay thkp thi SHLNTD tang hoac giam tuong ling.
Hinh 1: Mo hinh nghien cihi de xuat
3. Phirmig phap nghien CIJU
Nghien ciiu sir dung phuang phap chpn mSu thuan tien, k6t hgp phuang phap lay mau theo ty le a m6i nha hang Jollibee (Bang 1).
Theo Hair, Black, Babin va cpng su (2006) di phan tich nhan to kham pha (EFA), kich thuoc mlu toi thieu phai la 50 va tot han la 100, ti le quan sat/
bien do luong phai la 5:1 [6], nen ca mau toi thieu phai la 27x5 - 135. Theo Tabachnick va Fidell (2007), kich thuac mlu tdi thieu cho mo hinh hoi quy da bien dugc tinh theo cong thtic: N = 8xvar + 50, do do, mo hinh co 6 bien dgc lap thi c5 mau toi thieu la 6^8+50 = 98. Vi vay, co mau nghien ciiu toi thieu phai dat 98. Kich thuac mau cuoi ciing dugc chgn trong nghien ciru la 270 quan sat.
Nghien ciiu sa bp: Su dung ky thuat thao luan tay
doi bang bang cau hoi mcr vai 15 nguoi tieu diing va 9 nha quan ly chu ch6t ciia 3 nha hang Jollibe khu virc TR Long Xuyen. Sau khi tao bang cau hoi dinh lugng, tiin hanh khao sat thir nghiem 30 khach hang.
Kiem dinh dp tin cay thang do bang Cronbach's Alpha, sau do tien hanh dieu chinh bang cau hoi chinh thuc va tien hanh khao sat ma rgng.
Nghien ciiu chinh thirc: Thuc hien phucmg phap nghien ciru dinh lugng, khao sat true tiip 270 ngucri tieu dimg cua Jollibee. Vai phucmg phap iky mlu thuan tien, ket hgp theo ty le philu a Bang 1. DiJ lieu thu thap dugc lam sach, ma hoa va phan tich theo phuang phap th6ng ke mo ta, kigm dinh do lin cay thang do bSng he s6 Cronbach's Alpha, phan tich nhan to kham pha EFA va hoi quy da bi^n de danh gia su tac dgng ciia cac nhan to trong mo hinh den SHLNTD Jollibee tai TP. Long Xuyen, tinh An Giang.
Nghien ciru dugc thirc hien vai s6 phieu phat ra la 270 phieu, thu lai 251 phieu hgp le. Qua kit qua thong ke, thong tin dap vien chiem ty trgng Ion nhat gom: giai tfnh nu (59,8%); co do tu6i tir 18-35 (49,4%); da ket hon va co con (51%); nghe nghiep la nhan vien van phong (49,8%) va hgc sinh/ sinh vien (23,9%); thu nhap n> 6 - 10 trieu dong/nguai/
thang (37,8%). Ben vi khung gio chgn khao sat hi 17 - 20h (gia tan hgc), nen nhom khach hang chinh vao khung gia nay thuong la cac bac phu huynh - hg chpn Jollibee la nai cung cap thirc an cho con minh.
4. Ket qua va phan tich ket qua
Theo Bang 2, ket qua kiem dinh thang do deu dat dugc dp tin cay, do he so Cronbach's Alpha ciia cac thang do diu > 0,6 (dat tir 0.697 den 0,789); he s6 tuang quan bien tong ciia cac bien trong thang do dgudat>0,3.
Bdng 1. Ty le chon mdu d tuHg nhd hang Jollibee tqi TP. Long Xuyen Ty le khao sat (%) STT
1 2 3
Nha hang Jollibee Coop Mart Jollibee Vincom Jollibee Endcap
Tong
LLFcrng khach (khach/tuan)
2590 2100 1500 6190
So phieu 41,84
33.93 24,23 100
113 92 65 270
Bang 2 . Ket q u a p h a n t i c h C r o n b a c h ' s A l p h a v d EFA
Cronbach's I Tu-o-ng Alpha neu i quan bien .
loai bien t o n g Bien quan '
sat I
I Nhan to thu' nhat (STC): SIP tin cay (Cronbach's Alpha = 0,783; W = 5)
Nhan to thir 4 (NLPV): Nang ILPC phuc vu (Cronbach's Alpha = 0,697; N-4) 0,621
0,616
0,500 NLPV1 Hanh vi cua nhan vien ngay cang tao s u tin tu'ang doi vai anh/chi
0,506 NLPV2 Anh/chi cam th§y an toan khi s i j dung dich vy ciia Jollibee
Trong so EFA
0,759
0,738 0,721 0,737 0,760
0,514
0,675 0,632 0,577 0,606
STC1
STC2 STC3 STC4 STC5
Jollibe thyc hien diing loi hiya vao thoi gian cy the
Jollibee thyc s i i niu6n giai quyet cac tra ngai ban gap phai
Jollibee thLTC hien djch vu dung ngay ti> ISn dau Jollibee cung cap djch vu diing nhu- thoi gian da hiia
Jollibee iwu y de khong xay ra mot sai xot nao 0,708
0,724 0,775 0,749 0,662 Nhati to thir hai (YTHH): Yeu (d hiru hinh (Cronbach's Alpha = 0,788; N = 5)
0,737 0,764 0,748
0,752 0,739
0,600 0,514 0,564
0,555 0,594
YTHH1 YTHH2 YTHH3
YTHH4 YTHH5
Trang thigt b| cua nha hang hien dgi (tivi, may
lanh, gh^, wifi,. ) i Thi^t kg va trang tri nha hang hap dSn
Trang phuc nhan vien thanh lich, gon gang, phii hop
C o SO" vat chat tien nghi cho nguai tieu diing (bao gdm bai giir xe, nha ve sinh...)
0,744 0,732
0,716 Jollibee cung cap hda dan rd rang ' 0,696 Nhan to thirba (KNDU}: Kha nang 6ap trng (Cronbach's Alpha = 0,782; N = 4)
0,786
0,661
0,729
0,730
0,480
0,709
KNDU1
KNDU2
0,587 ' KNDU3
0,586 i KNDU4
Nhan vien thdng bao thcyi gian chd djch vy dung nhy ho thdng bao
Nhan vien nhanh chdng dap irng yeu cSu ciia anh/chi
Anh/chj luon nhan di^ac s y hd tra ciia nhan vien Jollibee khi co nhu cSu vd san pham
0,661
0,829
0,788 Anh/chi khdng th^y nhan vien to ra ban rgn de tir 1 „ , , p
. ; . , . X . ' 0,776 chdi cac yeu cau cua khach hang
248 So 6 - Thang 4/2020
KINH DOANH
0,642
0,650
0,466
0,453
NLPV3
NLPV4
Nhan vien cua Jollibee bao gio cung to ra lich s y , nha nhan vo-i anh/chj
Nhan vien ciia Jollibee c6 ki§n thirc de tra loi cac cau hdi ciJa anh/chj
0,686
0,662 Nhan t6 thir 5 (SCT): Sy cam thong (Cronbach's Alpha = 0,789; N = 5)
0,763 0,766 0,714 0,751 0,750
0,522 0,516 0,672 0,562 0,565
SCT1 SGT2 SCT3 SCT4 SCT5
Jollibee cd quan tam ddi vdi anh/chj Nhdn vien hieu rd nhu cdu cua NTD Nha hang Jollibee co nhiVng nhan vien quan tam ddn anh/chj
Jollibee lay lai ich cua NTD la dieu tam niem Thdi gian m o cira phuc vu thuan tien vdi NTD
0,669 0,712 0,817 0,738 0,699 Nhan to thir 6 (GCN): Gla cam nhan (Cronbach's Alpha - 0,780; N = 4)
0,732 0,728
0,722 0,723
0,573 0,582
0,591 0,591
GCN1 GCN2
GCN3 GCN4
Gia san pham phii hap vdi c h i t l y y n g san pham Gia cua Jollibee cd canh tranh vdi san pham ciing loai
Jollibee cd chinh sach giam gia cho khach hang mua nhieu san pham
Gia san pham ciia Jollibee on dinh, it bi^n ddng 0,747 0,750
0,785 0,761 Bien phu thugc (SHL): Sir hai long (Cronbach's Alpha = 0,765; N = 3)
0,690 0,618 0,736
0,592 0,653 0,549
S H L l SHL2 SHL3
Hal Idng vdi chat lyang san pham Jdllibee cung cap
Hal Idng vdi vdi djch vu Jollibee cung d p Se tidp tue sir dung san pham ciia Jollibee
0,822 0,861 0,790
Bang 3. Ket qua phan tich hoi quy da bien
Bien doc lap H^ng so Yeu td hu'u hinh Sy tin cay Sy cam thdng Kha nang dap irng Gia cam nhan Nang lye phuc vu Adjusted R Square Siq. cua mo hinh
He so hoi quy
0.000 0.311 0.221 0.314 0,381 0,277 0,285
VIF
1,000 1,000 1,000 1,000 1,000 1,000
Sig.
1,000 0,000 0,000 0,000 0,000 0,000 0,000 0,536 0,000
Ve thang do SHL, Cronbach's Alpha = 0,765 >
0,6 va he so tuong quan bien tong ciia cac bien quan sat diu > 0,3. Vay nen, thang do cac nhan to trong mo hinh deu dii dp tin cay, dua tat ca cac bien quan sat vao phan tich EFA tiep theo
K^t qua tai Bang 2 cho thay hinh thanh 6 nhan to tai diam Eigenvalues bang 1,602 > 1; t6ng phuong sai = 57.59% cho biet 6 nhan to nay giai thich dugc 57,59% bi6n thien cua du lieu; he so 0 3 < K.MO = 0,721 < 1; ki^m djnh Bartlett c6 y nghia ve mSt thong ke {Sig. = 0,000 < 0.01) cho th^y cac bien quan sat CO tuong quan trong tong ihe, thoa man dieu kien di phan tich nhan t6; he so tai nhan to ciia tat ca cac bi^nd6u>0.35 (do co mlu la 251, [3]).
Kit qua phan tich EFA bien phu thuoc cho thay
So 6-Thong 4/2020 249
he so 0,5 < KMO = 0,681< 1, kiSm dinh Barlen c6 Sig. = 0,000 < 0,01 tai gia tri Eigenvalues = 2,041, phucmg sai trich hkng 68,027%, > 50% va cac hiin quan sat deu co he so tai nhan to {factor loading) lan lugt la 0,790; 0,822; 0,861 > 0,5 (Bang 2). Do do, bien sir hai long vin giu lai 3 bien quan sat la SHL2, SHLl, SHL3 va dua vao phan tich hoi quy a bucrc tiep theo.
Ket qua phan tich h6i quy da bien the hien a Bang 3, nhan thky Gia tn Sig. = 0,000 < 0,01; do do cac bien dua vao deu co y nghia ve mat thong ke voi mirc y nghTa 1%. Nhu vay, cac bien doc lap co moi quan he vai bien phu thugc SHL. Mat khac, ket qua phan tich he so hoi quy (Bang 3) cho thay cac he so hoi quy deu duong chung to cac yeu to co tac dgng Cling chieu den SHLNTD doi voi nha hang Jollibee tai TP. Long Xuyen, tinh An Giang.
He so Adjusted R Square = 0,536; cho thay cac bien dua vao mo hinh giai thich dugc 53,6%) su bien thien ciia bien phu thupc trong mo hinh.
Oe kiem djnh do phii hgp ciia mo hinh hoi quy da bien long the, ta su dung kiem dinh F trong bang phan tich phuang sai ANOVA. Ket qua cho thay gia tri Sig. ciia kilm dinh F hkng 0,000 < 0,01. Nhu \ ay, mo hinh hoi quy da xay dirng phu hgp voi tap dir lieu thu dugc [4].
Ta CO phuong trinh hoi quy nhu sau:
SHL = 0,221*STC + 0,314*SCT + 0,311*VTHH + 0,277*GCN + 0,38*KNDU + 0,285*NLP\
Thong ke gia tri tmng binli ciia SHL va cac nhan to tac dgng den SHLNTD vai gia tri nam trong khoang tir 3,76 - 4.155/ 5 diem. Cu the lan lugt nhu sau:
NLPV dat 4.155 didm, SCT dat 4.139 dilm, GCN dat 4.128 dilm. KNDU dat 4.09 dilm, YTHH dat 4,025 dilm. STC dat 3,76 dilm. SHL dat 3,996 dilm.
5. Ket luan \a ham >' chinh sach 5.1. Kit luan
NTD cua he thong nha hang Jollibee tai TP. Long Xuyen da phan la cac gia dinh da co con \ a 6 dp tuoi tu 18 - 35 tuoi, chii yeu thugc nhom nghe nghiep nhan vien. cong chuc. \ien chiic va co thu nhap tir 6 " 10 trieu dong/nguoi/thang.
Kei qua nghien ciru cho thay cac thang do trong
mo hinh deu dat yeu cau vl dp tin ca> theo he so Cronbach's Alpha. Phan tich EFA cho thay. co 6 nhom nhan to (27 biln quan sat) co su tac dgng den SHL (3 bien quan sat). Thong qua ket qua phan h'ch hoi quy da bien, sau nhan to deu tac dgng ducmg len bien SHL gom: kha nang dap ling (tac dgng Ion nhat), su cam thong, yeu to huu hinh, nang l^rc phuc vu, gia cam nhan \ a sir tin cay. Ket qua eung cho thay cac nhan to trong mo hinh giai thich dugc 53,6%o SHLNTD d6i vai nha hang Jollibee tai TP.
Long Xuyen.
Diem mai cua de tin la tim dugc biln so mai (cung cap hoa dan) bo sung vao mo hinh nghien cuu ma cac nghien cuu truac day chua nhac den. Sau khi diing cac cong cu kiem dinh va phan tich thi bien so nay phii hgp thang do hihi hinh 5 va c6 y nghTa thong ke.
5.2. Hdm y chinh sdch
Thong qua ket qua nghien ciru, lien he thirc tien va dong gop y kien cua khach hang, nghien cim de xuat mpt so kien nghi giiip cai thien miic dp HLNTD doi vai nha hang Jollibee tai TP. Long Xuyen.
- Vai nhan to kha nang dap img co muc dg dong y trung binh la 4,09/5; Jollibee can chii y tSng cuong nang lire phuc vu vao thai gian cao diem (khung giir 1 7 - 2 0 gia), dam bao phuc vu tot NTD a mpi thai diem.
- Voi nhan to sir cam thong c6 muc do dong y trung binh la 4,139/5; Jollibee can duy tri va phat huy nhirng mat da lam dugc (san pham va djch vu cung cap luon da dang, phong phii; vai moi nhom khach hang se co chuang trinh khuyen mai phii hgp;
khach hang cam nhan dugc su quan tam \ a phuc vu ciia Jollibee hem la Igi nhuan ma hg mang lai). Ben canh do, luon luon nghien cuu khao sat nhu cau cua NTD thuang xuyen, nham thay doi san pham, dich
\u phii hgp voi nhu cau ciia hg.
- Vai nhan to yeu to hihi hinh co miic dg dong y trung binh la 4,025/5 diem: Jollibee can nhkc dgi ngu bao ve phai dua phieu giri xe cho khach hang, Dong thai, cac nha hang can co khu vuc \ui chai cho tre em do khach hang chii \eu ciia Jollibee la cac gia dinh, \ira tao khong gian \ui choi cho tre \iia tao s^r thoai mai cho phy hu\nh. nhSm tao ra diem rieng biel thu hut NTD.
250 So 6-Thang 4/2020
KINH DOANH
- Vai nhan to nang lire phuc vu co miic dp dong y trung binh la 4,155/5 dilm; Jollibee can tang cuong huan luyen va dao tao dpi ngG nhan vien thuang xuyen, lien tue. Bo sung them nhan sir vao cac khung gio cao diem, tranh nhiing phan h6i khong tot tir khach hang. Ngoai ra, Jollibee nen xay dirng van hoa doanh nghiep va tao dung thuang hieu vai tieu chi "thai dp phuc vu than thien" de tao su thoai mai va ffung thanh ciia NTD.
- Vai nhan to gia co miic dp dong y trung binh dat 4,128/5 diem; Jollibee can tao ra san pham co gia canh tranh voi cac san pham ciing loai tren thi trucmg - do NTD luon mong mu6n sir dung san pham chat lugng cao voi miic gia hgp ly. Can co nhung chuang trinh khuyin mai ve gia san pham va cac uu dai vai khach hang than thiet hoac khach hang sir dung san phSm vai so lugng Ion nham thu hiit khach hang vai
hai doi thu canh tranh chinh la KFC va Lotteria.
- Jollibee can dac biet chii y den nhan to su tin cay, vi it tac dgng den SHLNTD (co mirc do dong y trung binh la 3,76/5 diem). Thii nhat, ve thoi gian cha san pham, can phai thay doi va tiiy vao thai diem se CO sir dieu chinh cho phii hgp de tranh sir hilu nham tir NTD. Thii hai, can tao sir thong nhat ve chat lugng san pham giiia toan bg he thong, tranh su anh hucmg tir mot nha hang trong he thong din tat ca NTD. Thti ba, thuc hien diing cac cam ket vol khach hang ve san pham va djch vu cung cap.
Huong nghien ciru tiep theo: Nghien cuu SHLNTD tai nha hang Jollibee nen chpn phuong phap lay mau xac suat, de dp tin cay ciia nghien cim cao va chinh xac han. Nghien cuu tiep theo nen sir dung phuang phap phan tich dH lieu cao cap nhu AMOS"
TAI LIEU THAM KHAO:
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So 6-Thang4/2020 251
Ngay nhan b a i : 10/3/2020
Ngay phan bien danh gia va sira chira: 20/3/2020 Ngay chap nhan dang bai: 30/3/2020
Authors information:
1. ThS. LE THI NGOC TIEN 2. TO HOAI NHAN
Khoa Kinh te- Quan tri kinh doanh, Tru'ong Dai hoc An Giang, Dai hgc Quoc gia thanh pho Ho Chi Minh
A STUDY ON THE SATISFACTION OF CONSUMERS WITH JOLLIBEEE'S STORES IN LONG XUYEN CITY,
AN GIANG PROVINCE
• Master. LE THI N 6 0 C TIEN
• TO HOAI NHAN
Faculty of Economics - Business Administration, An Giang University, An Giang, Vietnam Vietnam Notionai University Ho Chi IVlinh City, Vietnam
ABSTRACT:
This study is to identify factors that influence the satisfaction of consumei^ with Jollibee's stores in Long Xuyen City, An Giang Province, thereby malting recommendations to improve the quality of Jollibee's products and services as well as enhance the satisfaction of consumers with Jollibee's stores.
Keywords: Satisfaction, quality ofservice, Jollibee, Long Xuyen City, An Giang Province.
252 So 6 - Thang 4/2020
