KINH DOANH
DANH GIA SU HAI LONG CUA KHACH DU LICH THONG QUA CHAT L U O N G DICH VU DU LICH CUA
CONG TY DU LICH BILLION WORLD
• IRAN TH! THUY TRANG
TOM TAT:
Sff hai Idng ciia khach hdng la mdt thdnh phan quan trgng, khi stf hdi long cua khach hdng cang cao thi khach hang cang trung thanh hdn vdi doanh nghiep va it thay doi hanh vi. Quan trong hdn, Hau & Omar (2014) cho rang, ehd't Iffdng dich vu cd anh hffdng tich cffc de'n sff hdi long cua du khdch. Cu the, sff hdi long ciia du khach la sff danh gid toan dien va trang thai thda man cua khach du lich sau khi dffde trdi nghidm ve diem dd'n, dap ffng dffde sff mong mud'n, ky vgng va nhu cau (Munhurrun, Seebaluck, & Naidoo, 2015). Ndi each khac, viec duy tri cha't Itfdng dich vu la quan trgng de tdi da hda stf hdi Idng ciia khach du lich (Hau & Omar, 2014). Bai viet nghien cffu ve danh gia sff hai Idng cua khach du hch thdng qua cha't Iffdng djch vu du Ijch ciia Cdng ty Du Ijch Billion World.
Tiif khoa: Stf hai long, ch^i Itfdng dich vu du Ijch, khdch du lich, du lich, Cdng ty Du Ijch BilUon World.
1. Dat v3n d&
Du Ijch ngay nay dffde xem la mot de lai hap dan va mang tinh todn can, du lich trd thanh cdu nd'i giffa cac khu vffc, cac qud'c gia tren loan the gidi. Du lich khdng chi mang lai cho con ngffdi kie'n thffc, sff hieu bie't, giao ke't ban be ma cdn thuc day mang lai cd hdi tim dd'i tac trong kinh doanh, tao ra viec Idm cho nhieu ngtfdi. Ve mat kinh te', du lich la mdt trong nhffng ngdnh cd anh hffdng quan trgng de'n nen kinh te'cua nhieu quo'c gia bdi nd cd kha nang thu hut ngoai te, chie'm ty le doanh thu cao tai nhieu nffdc tren the gidi.
Vdi kinh nghiem boat dgng trong Iinh vffc du Ijch nhieu ndm qua, Cdng ty Du lich Billion World da Irai qua nhieu thdng tram tren btfdc dffdng phdt trie'n, tff dd ban lanh dao Cdng ty hieu
dffde rang trong bd'i canh canh tranh khd'c liet ciia cac doanh nghiep Iff hdnh trong nffdc vd xa hdn Id nhffng dd'i thu tiem ndng tff nffdc ngodi nen viec nang cao cha't Iffdng dich vu de ddp ffng nhu cau ciia du khach nham giff chdn khdch hang cu vd tim kie^m khdch hang mdi Id mdt dieu rd't quan trgng trong chie'n Iffdc kinh doanh cua Cdng ty.
Trffdc tinh hinh nhff vay, tdc gia tap trung phdn tich "Sif hdi long ciia khdch du lich thdng qua cha't Iffdng dich vu du Ijch ciia Cdng ty Du lich Billion World".
2. Dd'i ttfdng va phtfdng phap nghidn cffu 2.1. Ddi tuang nghien cdu
Ddnh gid sff hdi long ciia khach du Ijch thdng qua cha't Itfdng dich vu du lich cua Cdng ly Du hch Billion World.
Dd'i ttfdng khao sdt la nhffng khach du Ijch sff dung djch vu Iff hdnh ndi dia ciia Cdng ty Du lich Billion Worid.
2.2. Phuang phdp nghien cdu
Budc 1: Ngiiien cffu ldi lieu, Ihie't lap md hinh nghien cffu vd thie't ke' Bang cdu hdi dieu tra sd bd. Bffdc dau tien cua qua tnnh nghien cffu bao gom cac boat dOng: (1) Nghien cffu ly thuyet, tai lieu; (2) Thao luan nhom; (3) Thiet lap bang cdu hdi nhap dau lidn cho nghien cffu; (4) Sap ddl lai cac muc nghien cffu vd (5) Thie't ke' lai bang cau hdi dau tien cho nghien cffu.
Budc 2: Nghien cffu sd bd. Nhffng boat dgng can thffc hien trong bffdc ndy la: (1) Dieu tra sd bd; (2) Danh gia sdbd dd tin cay ciia thang do; (3) ''ban tich nhdn Id' kham pha vd (4) Thie'l lap bang cau hdi chinh thffc.
Muc dich chinh la dieu tra sdbd mdt so'cdc dd'i tffdng vdi mot man Iffdng dd'i nham ddnh gia dp tin edy vd gid tri ciia thang do irffdc khi kiem dinh ly thuye't khoa hgc cua md hinh nghien cffu (Nguyen Dinh Thg, 2011). Theo dd, qua vide danh gia dd tin cay cua cac thang do, ta cd the loai mdt so'bie'n do Iffdng vdi tffdng quan bie'n td'ng tha'p (< 0,3) vd he so' Cronbaeh's Alpha ciia thang do > 0,6 Id thang do cd the cha'p nhan dffde ve do lin cay (Nunnally vd Bernstein, 1994). Sau dd, phdn tich nhdn to' kham phd (EFA - Exploratory factor analysis) se dffde thffc hidn. Nhffng bie'n vdi dd tai nhdn id'tha'p (<0,4) se bi loai.
Budc 3: Nghien cffu chinh thffc. Chffdng trinh nghien cffu chinh thffc se dffde thffc hien tren cd sd dieu tra cac khach du lich di tren hai tour tuyen ndi dia id TP hdnh phd Ho Cbi Minh - Da Nang, Thdnh phd'Ho Chi Minh -Nha Trang. Ddy Id bffdc cud'i ciing cua nghien cffu. Cdc khai niem trong md hinh nghien cffu dtfdc ddnh gia kiem dinh tren cd sd dff lieu dieu tra vdi cd mdu la 330.
3. Phan tich ket qua
3.1. Phdn tich ke't qud cdc thang do lUdng khdi niem nghien cdu (Bdng 1)
Ke'l qud phan lich Cronbaeh's Alpha cho tha'y ta't cd cdc thang do dffa ra d^u hdp le vd khdng thay dd'i, cung nhff khdng bd bdt bie'n quan sat nao .sau khi phan tich vd he sd Crobach's Alpha ciia cdc thang do deu tff 0.7 trd len va he sd tffdng quan bie'n tdng deu cao hdn 0.3. Do dd, cac thang do dffa
ra deu dat do tin cay. Vi vay, de'p mc dffa vdo phan tich nhan to'.
3.2. Ket qua nhdn to khdm phd (EFA Exploratory factor analysis)
Ke't qua phdn tich nhan id kham pha EFA cho thd'y ta't ca 24 bie'n quan sat trong 5 thdnh phan phan tan thanh 5 nhdn id'va ta'tcd cdc bie'n deu cd he sd tai nhan to (factor loading) > 0.5. Dieu nay chffng td cdc bie'n va nhan to'cd quan he chat che vdi nhau, dam bao mffc y nghia thie't thffc cua EFA. Song song dd, he sd KMO = 0.837 nen EFA phii hgp vdi dff lieu va thd'ng ke Chi-square ciia kie'm dmh Bartlett dat gia tri 3955.211 vdi mffcy nghia Sig = 0,000; do vay cdc bie'n quan sat co ttfdng quan vdi nhau tren pham vi tdng the; phffdng sai trich dffde la 66.135% the hien rdng 5 nhan to nil ra dffde gidi thich 66.135% bie'n thien ciia tdp dff lieu, tai he sd' Eigenvalue = 1.625. Hdn nffa, Cronbach's Alpha cac nhan td mdi deu dat yeu cau t>0.6) va he so' tffdng quan bie'n long ciia cac bien quan sat trong cdc thdnh phan cua thang do deu dat ydu cau (>0.3). Do vay, cdc thang do rut ra la chd'p nhan dffde.
Bdng 2. Ket qua kiem djnh KMO va Bartlett
He so KMO (Kaiser-Meyer-Olkin) Kiem dmh
Bartlett cua thang do
Gia tn Chi binh phuong Df
Sig - miic y nghTa quan sat .837 3955.211
276 .000
5.3. Ket qud hoi quy tuydn tinh boi Ke't qua hoi quy tuye'n tinh bdi d ben dffdi cho thd'y mo hinh cd R- = 0.656 va R- dieu chinh la 0,650, nghTa Id md hinh tuye'n tinh da xdy dffng phu hdp vdi tap dff lieu de'n mffc 65% hay md hinh da giai thich dffde 65% sff bie'n thien ciia bie'n phu thudc (sff hdi long cua khach du Ijch).
Ben canh do, ke't qua phdn tich hdi quy cho tha'y he sd' Durbin-Waison = 1,350. He so' ndy nam trong mien cha'p nhdn gia thuye't khdng cd lif tffdng quan chudi bac nhd't (cac phan dff khdng co tffdng quan chudi bac nha't vdi nhau). Do do, ke't qua cho tha'y cac phan dff khdng cd tffdng quan chudi bdc nha't vdi nhau, Cung theo ke't qua phan tich bdi quy cho thd'y md hinh khdng bj vi pham hien iffdng da cpng tuye'n do he sd' phdng dai
KINH DOANH
Bong 1. Ke't qua cdc thang do Itfdng cdc khai niem nghien cCfu
Bien quan sat Tmng binh thanh do neu loai bien
Phuang sai thang do neu loai bien
Tuong quan bien-tong
Cronbaeh's Alpha neu loai bien
Thanh phan su dam bao. CK>nbach's Alpha = 0.905 dambaol
dambao2 dambao3 dambao4
10.42 10.35 10 33 10 38
6.980 6.843 7.078 7 553
.819 .846 .798 .690
866 .857 .874 911 Thanh phan su dap Ung. Cronbaeh's Alpha = 0.825
dapungi dapung2 dapungS dapung4 dapungS dapunge
18.27 18.33 18.19 18.13 18.25 18 28
10.512 10 624 10 496 10 659 11497 11.073
.622 .594 .659 .655 .485 .549
.791 .797 .783 785 .819 .806 Thanh phan dd tin cay. Cronbaeh's Alpha = 0.889
tincayl tincay2 tincayS tincay4 tincay5 tlncay6
17.72 17.57 17 76 17.91 17.69 17.70
16.615 16.701 14.636 14.781 14 944 14 955
575 544 820 .724 776 808
.890 .894 851 .867 .869 .854 Thanh phSn phuang tien hQu hinh. Cronbaeh's Alpha = 0.854 huuhinhl
huuhinh2 huuhinhS huuhjnh4 huuhinhS
camthongi camthong2 camthongS
13.06 13 09 1310 13.05 12.97
8 039 8 497 8 575 8 309 9.685
.753 .722 .679 .768 438 Thanh phan su cam thong. Cronbach's Alpha = 0.782
6.38 6.41 6.38
2 899 3.293 3.446
.679 .617 .569 Thanh phan SU hai long cua khach du Itch. Cronbaeh's Alpha = 0.817 HL1
HL2 HL3 HL4 HL6
13 64 13.69 13.67 13 66 13 67
4.117 4.142 4 094 4.117 4.156
.641 .592 611 .599 .596
.799 .809 .820 .799 .880
.638 709 759
772 .786 .780 .784 .785
Nhan to
1 2 3 4 6 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Bang
Gia tr| Eigenvalues ban dau
long cong
5.914 3.570 2 607 2.157 1.625 985 824 .717 .699 .557 528 .445 .431 .388 .362 .344 .327 .288 .266 .253 .240 .203 .151 121
Phan tram cua phuong
sai 24.641 14.874 10.861 8.987 6.772 4.104 3.434 2.985 2.912 2.319 2.198 1.854 1.796 1617 1.507 1.432 1.361 1.201 1.110 1.056 1.000 .846 .629 .503
Phan tram tfch luy
24.641 39.516 50.377 59.363 66135 70 239 73 673 76.659 79.571 81.890 84.088 85.942 87.738 89.355 90.862 92.294 93.655 94.856 95.966 97.022 98.022 98.868 99.497 100 000
3. G i d i ttiicti t d n g phUdng sai long h^ so tai binh phuong
rut trfch nhan to
long cQng
5.914 3.570 2.607 2.157 1625
Phan tram cua phUdng
sai 24.641 14.874 10.861 8.987 6 772
Phan tram tich luy
24.641 39.516 50.377 59.363 66135
Tong h^ so tai binh phUdng xoay nhan to
long cOng
3.919 3.308 3.294 3.169 2.182
Phan tram cija phUdng
sai 16.330 13 784 13.726 13.205 9.090
Phan tram tich luy
16.330 30.113 43.840 57.046 66.135
KINH DOANH
phffdng sai cua cac bie'n dgc lap (VIF) deu nhd hdn 2. Mat khdc, phan tich ANOVA cho tha'y thdng sd'F dat gid trj 112.099 dffde tinh tff R-cua md hinh vdi mffc y nghia Sig = 0.000, cho tha'y md hinh hdi quy tuye'n tinh da bie'n xay dffng Id phii hdp vdi bd dff lieu thu thap dffde vd cdc bie'n dffa vao deu cd y nghia ve mat thd'ng kd vdi mffc y nghTa 5%, Nhff vdy, cac bie'n ddc Idp trong md hinh cd quan hd vdi bie'n phu thuoc (sff hai Idng cua khdch du hch).
Vi vay, phffdng trinh hdi quy tuye'n tinh dffde trich theo he so Beta chffa chuan hda cd dang nhff sau:
SHL = 0.435 + 0.393=^^tincay + 0.258=i^dapung + 0.305 =i^huuhinh + 0.199*damhao + 0.157*camthong
Trong dd: SHL: sif hai Idng cua du khdch, Tincay: do lin cay, dapung: dap ffng, huuhinh:
phffdng tien hifu binh, Dambao: dam bao, camthong: cam thdng
Mo hinh
1 Giatn
R
.810a R'
.656 R^dieu
chinh
.650
Bang 4, Tonn t d t m o hinh
Udc lUdng dp lech
chu^n
.29372
Thong ke sU thay doi Ml^cdo
thay doi !V .656
Mdc thay dolF 112.099
df1
5 df2
294 Merc thay ddi Sig. F
.000 H$so Durbin -Watson
1.350 a. Bien doc lap' {hang so), camthong, tincay, dambao, dapung, huuhinh
b Bien phu thuoc: Hailong
ANOVA"
Mo hinh
1 HOI quy Phan du Tdng cong
T^ng binh phUdng 48.353 25.363 73.717
df 5 294 299
Binh phuong trung binh 9.671
.086
F 112.099
Miic y nghTa -Sig.
.000b
Bdng 5. He so hoi quy
\
Mo hinh
1 (Hang so)
Tincay dapung huuhinh dambao camthong
H$ so chua chuan hoa B
.435 .251 .198 .210 113 .092
Sal sff chuan
.132 .023 .029 028 .021 021
H$ so chuan hoa Beta
.393 258 .305 .199 .157
t
3.299 11 148
6.891 7.629 6.490 4.280
Sig.
001 .000 .000 .000 .000 .000
Thong ke da c$ng tuyen Do chap nhdn
cija bien
941 .835 .732 .894 867
H$ so phong dai phuong sal (VIF)
1.063 1.197 1 365 1.118 1.153
4. Ham y giai phap 4.1. Ham y ve do tin cgy
Cac nha qudn trj Cdng ty Du lich Billion World can xay dffng he thd'ng chi dffdng va bien bdo that cu the rd rang de khdch du lich cd the tim kie'm cac VI tri phii hdp dung theo cdc dia diem trong tour du Ijch ma hg tham gia. Tie'p theo cac nhd qudn trj can xay dffng cac tour du Iich theo dung lich trinh nhff da cdng bd' trffdc dd de khach hang cd nhieu chgn Iffa vd sau mdt thdi gian lffa chgn khach hang cd the dat lour theo nhu clu cua minh,
4.2. Ham y ve phUOng tien hdu hinh Cdc nha qudn trj Cong ty Du lich BUhon World nen cai thien dien mao ngodi cua td't ca cdc khdch san ndi khach du lich se de'n cho ggn gang vd sach se vd ben canh dd cu the hdn la xay dffng tffng dgi nhdm vd bd' tri cdng viec cho nhdm ndy Idm viec xuyen sud't de giff cho ve be ngodi cua khach san ludn ggn gang va sach se. Ngoai ra, thffdng xuyen kiem tra td't ca cac phdng nghi vd tien nghi trong phdng nghi cdc khdch san ma khdch du lich se de'n d trong ehuye'n du Ijch va ludn dam bdo rang cdc khdch san ludn dffde bd'tri ihie't ke'td't nha't va cac tien nghi trong phdng ndi khdch hang d ludn dat yeu cau cha't Iffdng.
4.3. Ham y ve sUddp dng
Thffdng xuyen td chffc cac khoa ddo lao nghiep vu cho nhan vien de ho cd them kie'n thffc de ddp ffng dffde yeu cau cua khdch hang. Quan trgng Id trong nganh dich vu ludn ludn phai hua'n luyen nhan vien vdi quan niem rang "khach hdng la thffdng de'" vd da xem Id "thffdng de'" thi hay dap ffng he't yeu can cua khach hang bang sff than thien vd nhiel linh cua minh.
4.4. Ham y ve sU ddm bdo
Xay dffng tour du lich can phai thffc sff chi tie't
nhff tuye'n hanh tnnh khdi hdnh tff dau den ddu, an ud'ng d tffng ndi de'n nhff the ndo, d ddu, khdch sao ndo vd nhffng diem tham quan trong tour du lich cu the Id ndi ndo vd cdc chffdng trinh da ngoai ra sao, dl xe nao, hffdng dan vien trong tour do cd bie't de'ng nffdc ngoai khdng. Song song dd, bd tri nhffng nhan vien tff van tour du lich can cd nhffng kie'n thffc sau rgng, cd ky ndng giao tie'p td't giup tra ldi cho cdc khach du Ijch chi de't vd chinh xac tffng lour, nhffng ngffdi nay can cd thai dd nhiet linh, tan lam trong cdng viec va he't idng vi khach bang.
4.5. Ham y ve sU cam thdng
Xay dffng van hda giao tie'p ffng xff cho nhan vien lam viec trtfc tie'p vdi khdch hdng can phai dtfdc nhe nhang trong giao tiep vd ludn cam thdng vdi khach hdng khi ho gap khd khan hoac can thdng tin gi thi phdi cd thdi do san sang phuc vu khach hang. Ben canh do, can thffdng xuyen la'y y kie'n danh gia cua khach hang ve thdi do phuc vu ciaa nhdn vien, de tff dd lam can cff cd sd dd' thuyen ehuye'n bode dao tao lai nhan vien nham nang cao sff hdi Idng cho khdch du Ijch,
5. Ke't lu§n
Vdi sff canh tranh ngay cang gay gat giffa cdc cdng ty du Ijch vdi nhau, Cdng ty Du lich Biliion World can thie't phai nang cao chd'i Iffdng dich vu, da dang hda sdn pham ngay cang cao hdn nffa.
Cdng ty Du hch Billion World can phdi quang ba thffdng hieu rgng rai hdn, thda mdn nhu cau khacli hdng cao hdn de duy tri sff hai Idng cua nhffng khdch hang va thu hut nhieu khdch hdng mdi den vdi Cdng ty, Vi nhffng Iy do tren, Cdng ly Du Ijch Billion World can hoan thien vd thffc hien dong bo cac ham y giai phdp, kie'n nghi de khach hang hodn todn hdi long mdi khi de'n Cdng ty •
TAI LIEU THAM KHAO:
1 Hodng Trgng, Chu Nguyen Mong Ngoc (2008). Phdn tich dil lieu nghien cdu vdi SPSS. Nhd Xudt bdn Hong DUc, TrUdng Dgi hgc Kinh teTP. Ho CHi Mmh.
2. Nguyin Dinh Thg, Nguyen Thi Mai Trang (2007), Nghien cdu khoa hoc Marketing. Ong dung Mo hinh Cdu true tuyin tinh SEM, Nhd Xudt bdn Dai hgc Qud'c gia TP. Ho Chi Minh.
3. Hau, T C, & Omar, K. (2014) The Impact of Service Quality on Tourist Satisfaction: The Case Study ofRantau Abang Beach as a Turtle Sanctuaiy Destination. Mediterranean Journal of Social Science, 5(23). I827-I832.
194 So 7-Thang 4/2019
KINH DOANH
4. Munlwrrm. P. R., Seebaluck. V. N.. & Nmdoo. P. (2015). Exammmg ,he struaural reiaiomiiips ofdemmlion image . perceived value , ,ouri.a satisfaction and loyalty: case of Maiiritiiis. Procedia - Social md Beliavwral Sciences, 175(230). 252-259. ltltps://doi.org/W.l016/j.sbspro.2015.01.II98
Ngay nh^n bai: 20/3/2019
Ngay phan bien danh gia va s i a cliBa: 30/3/2019 Ngay ch3'p nli§n dang bai: 9/4/2019
Thong tin tdc gid:
TS. TRAN THI THUY TRANG Khoa Du iich - Trtftfng Dai hpc Van HiS'n
EVALUATING THE SATISFACTION OF TOURISTS WITH THE QUALITY OF TOURISM SERVICES PROVIDED
BY BILLION WORLD TOURISM COMPANY
• Ph.D TRAN THI THUY TRANG Faculty of Tourism, Van Hien Univeristy
ABSTRACT:
Customer satisfaction is an impoilant component, if the satisfaction of customers increases, customers will become more loyal to the enterprises and tend to change their behavior less. More importantly, Hau & Omar (2014) said that the service quahty has a positive impact on the satisfaction of visitors. Specifically, the satisfaction of visitors is a comprehensive assessment and tourists are satisfied after they experience their destination and their expectations as well as needs are met (Munhurrun, Seebaluclt, & Naidoo, 2015). In other words, it is important to maintain the service quality to maximize the satisfaction of tourists (Hau & Omar, 2014). This article analyzes the satisfaction of tourists with the quality of tourism services provided by Bilhon World Tourism Company.
Keywords: Satisfaction, quality of tourism services, tourists, travel, Billion World Tourism Company.
So 7-Thang 4/2019 195
