KINH OOANH
Y DINH MUA VE MAY BAY QUA DAI LY CUA NGlJCfl TIEU DUNG
THANH PHO HO CHI MINH
• HA NAM KHANH GIAO - DANG THI NGA
TOM TAT:
De tai nham xac dinh va do Iffdng cac yeu to' anh hffdng de'n y dinh mua ve may bay qua dai ly cua ngffdi tieu dung tai thanh phd Hd Chi Minh (TP. HCM), bang viec khao sat 371 ngffdi tieu dung (NTD) tff 18 tudi trd len da tffng mua ve may bay qua dai ly va dang sd'ng tai TP. HCM. Nghien cffu sff dung cdng eu SPSS 20 de phan tich dp tin cay thang do qua he so' Cronbachs Alpha, phan tich EFA, phan mem AMOS 22 de phan tich CFA, kiem dinh md hinh bang phan tich cau true tuyen tinh SEM.
Ke't qua nghien cffu cho tha'y 03 (ba) ye'u td' tac ddng tich cffc den y dinh mua ve may bay ciia ngffdi tieu dung qua dai ly, sap xe'p theo dp manh giam dan, bao gdm: Chuan chu quan, Td'c dp, Kie'n thffc cua nhan vien. Ke't qua ciing giup cho cac nha quan tri cac dai ly cd nhffng dieu chinh chie'n Iffdc va hanh dpng phu hdp trong qua tiinh canh tranh khd'c liet hien nay dd'i vdi thi trffdng ve may bay.
Tuf khoa: Ve may bay, dai ly ve may bay, ngffdi tieu diing TP. Ho Chi Minh, y dinh mua.
I. Gidi thieu
I Nganh Hang khdng hoat dpng tren sff lien minh ciia cac hang hang khdng (HHK), do vay viec ffng ,dung cdng nghe mang tinh cap thie't toan cau. Nam ,2004, Hiep hdi Van tai Hang khdng Qud'c Te
lATA (International Aviation Transportation As- sociation) ban hanh ban chdt de cac HHK chuyen ddi tff ve gia'y (coupon ticket) sang 100% ve dien ttf (e-ticket) vao ngay 31/12/2007. Dd'i vdi eae HHK, kenh phan phd'i kha da dang: kenh dai ly truyen thd'ng, dai ly web, dai ly BSP (Billing Sys- tem Payment); ban than cac dai ly cQng de dang md rdng hdn khdng bi gidi ban. Rieng Vietnam
Airlines (VNA) tai TP. HCM hien cd 178 dai ly, trong dd cd 123 dai ly truyen thdng va 55 dai ly web; Vietjet Air (VIA) cd 389 dai ly ca truyen thd'ng va trffc tuye'n. So' Iffdng dai ly ngay cang tang, dae biet la cac dai ly trffc tuye'n mac dii so' Iffdng dai ly truyen thd'ng van chie'm giff so' Iffdng Idn. Viee nghien cffu cac ye'u to' anh hffdng de'n y dinh mua ve may bay tai dai ly ciia ngffdi tieu ddng TP. HCM trd nen can thiet.
II. Cd sof ly thuye't va mo hinh nghien ctfu l.Mot sdkhdi niem chinh
Dai ly ve may bay la dai ly ban ve hanh khach dffdc thay mat cac HHK ban san pham van tai
TAP CHi CONG THirOfNG
hang khdng tren cac chuye'n bay ciia cac hang dd (Vietnam Ailines, 2018).
Phan loai dai ly theo tinh hinh boat ddng thffc te trong dich vu ban ve may bay: (1) dai ly truyen thd'ng: cd sff tham gia trffc tiep ciia nhan vien khi khach hang cd nhu cau trong sud't qua trinh mua ve; (2) dai ly web: dai ly trung gian phan phdi tff he thd'ng trffc tuye'n eua hang hang khdng, khdng cd sff tham gia ciia nhan vien dai ly. Hanh khach la bat ky ngffdi nao, trff thanh vien td bay, dffdc chuyen chd tren chuyen bay vdi sff chap thuan ciia HHK (Vietnam Ailines, 2018). Ve may bay la "Ve hanh khach" hoac td hanh trinh/phie'u thu ciia ve dien tff dffdc chuyen cho hanh khach. Ve dien tff la td hanh trinh/phie'u thu, td xac nhan hanh trinh.
Trong kinh doanh, y dinh hanh vi (behavioral intention) giiip cac nha quan ly dff doan hanh vi theo sau cua khach hang, tff dd dffa ra cac chinh sach phii hdp va kip thdi. Theo Ajzen (1991), y dinh hanh vi dffdc xem la "bao gdm eae nhan to' ddng cd ed anh hffdng de'n hanh vi ciia mdi ca nhan; eae nhan to' nay cho tha'y mffc dp san sang hoac nd Iffc ma mdi ca nhan se bd ra de thffc hien hanh vi".
2. Cdc mo hinh ly thuyet lien quan Mo hinh chap nhan cong nghe TAM
Md hinh chap nhan edng nghe (Technology Acceptance Model TAM) dffdc phat trien bdi Davis (1989); Bagozzi & Warshaw (1992). Sff tiep can mang internet cua ngffdi tieu diing TP. HCM cd the dffdc xem la viec sff dung cdng nghe thdng tin cho muc dieh tieu dung thdng qua mang internet, ddi vdi de tai nay do la ehinh la quye't dinh mua ve may bay trffc tuyen.
Ly thuye't hdnh vi du dinh - TPB
Thuyet hanh vi dff dinh la sff phat trien va cai tie'n ciia Thuye't hanh dpng hdp ly TRA (Theory of Reasoned Action) ciia Ajzen va Fishbein (1975) va la ly thuye't dffdc sff dung phd bie'n khi mudn dff doan mot hanh vi cu the cua ca nhan bat ky, cd the la hanh vi chpn mua san pham, dieh vu,... Hai yeu td chinh anh hffdng de'n quyet dinh la thai dp ea nhan va chuan chii quan. Trong do, thai dp ca nhan dffdc do Iffdng bang niem tin va sff danh gia dd'i vdi ke't qua ciia hanh vi dd. Ajzen (1991) dinh nghTa chuan chu quan (Subjective Norm) la nhan
thffc ciia nhffng ngffdi anh hffdng se nghi rang ca nhan dd nen thi/c bien hay khdng thffc hien hanh vi nao dd. Trong dd: (1) Thai dp (Attitude Toward Behavior - AB) dffdc hieu nhff la cam xiic tich ciTc hay tieu cffc ea nhan bi anh hffdng bdi cac yeu to tam ly va cac tinh huo'ng dang gap phai, (2) Chuan chu quan (Subjective Norm SN) hay cam nhan ve anh hffdng tff phia edng ddng xa hdi dffdc dinh nghTa la "nhan thffc ve ap lffe xa hdi de'n thffc hien hoac khdng thffc hien hanh vi, (3) Kiem scat hanh vi nhan thffc (Perceived Behavioral Control - PBC) phan anh viee dd dang hay khd khan khi thffc hien hanh vi va viec thffc hien hanh vi dd cd bi kiem soat, han che hay khdng.
Thuye't nhdn thffc rui ro - TPR
Trong thuyet nhan thffc nii ro (Theory of Perceived Risk - TPR), Bauer (1960) cho rang hanh vi sff dung cdng nghe ludn kem theo rui ro, bao gdm hai nhan to': (1) Nhan thffc nii ro lien quan den san pham/dich vu, (2) Nhan thffc rui ro lien quan de'n giao dich trffc tuye'n.
Mo hinh chap nhdn cong nghe hap nhdt - UTAUT Md hinh chap nhan cdng nghe hdp nhat (UTAUT Unified Technology Acceptance and Use Technology) dffdc Venkatesh va cdng si/ de xua't vao nam 2003. Ly thuyet eho rang bdn khai niem: Tinh hieu qua (performance expectancy), Nhan thffc nd lffe (effort expectancy), Anh hu'dng xa hdi (social influence) va Dieu kien de dang (Facilitating eonditions=) la nhffng yeu td quyet dinh trffc tie'p ciia dff dinh va hanh vi dung. Gidi tinh (gender), Tudi (age), Kinh nghifm (experience) va Sff chu ddng (volunataries) gian tiep anh hffdng den dff dinh va hanh vi thong qua 4 khai niem tren. Thffc te eho tha'y, ly thuyet UTAUT giai thich dffdc tdi 70% sff khac biet trong dff dinh diing.
3. Mgt sd^nghien cdu tren the gidi
Lee & Cheng (2009) dff doan sff ffu tien cua khach hang giffa mua ve trffc tuyen vdi mua ve tai dai ly. Ke't qua cho tha'y 04 (bdn) yeu td tac dong de'n sff ffu tien cua khach hang khi cd y dinh mua ve may bay tai dai ly bao gdm: (1) Cac dich vu dac biet (specialized service), (2) Dp tin cay (rehabihty), (3) Cd nhieu lffa chpn phong phti (broad choices), (4) Td'c dp (speed). Cheng, Lee &
KINH OOANH
Klingenberg (2011) nghien cffu each nhin nhan cua khach hang khi chpn mua ve qua cac kenh phan phd'i cua cac HHK. Ke't qua nghien cffu dffa ra 05 (nam) ly do de khach hang yeu thich viec lffa chpn phffdng thffc mua dich vu thdng qua dai ly: (1) Td'c dp (speed), (2) Kie'n thffc chung cua nhan vien (agents knowledge), (3) Uy tin (trust), (4) Sff tffdng tac mang tinh xa hdi (social interaction), (5) Sff phffc tap cua chuye'n di (trip complexity). Ldpez-Bonilla &
Lopez-Bonilla (2013) nghien cffu ve thai dp khi mua ve may bay, khao sat tren ca 2 phffdng thffc dich vu bao
gdm tff phuc vu va dai ly truyen thdng. Ke't qua nghien cffu cho tha'y cd 03 (ba) yen td trong nhan thffc cua khach hang khi y dinh sff dung dich vu dai ly tmyen thd'ng khi mua ve may bay la: Dp tin cay, Sff kiem soat va Tdc dp giao nhan. Kozlova (2014) nghien cffu ve cac phffdng thffc de dat chd (booking method). Ke't qua cho tha'y, Gia re va Gia tri eua du lich tff do la nguyen nhan ed ban khi sff dung kenh tnic tuye'n, trong khi dd: Nhffng yeu cau dac biet, Tinh an toan trong giao dich, Tie't kiem thdi gian va Cac gdi dich vu cd san anh hffdng de'n viec y dinh lifa chpn dai ly du lich ciia khach hang tre tudi tff 15 de'n 33 khi dat chd.
4. Mo hinh vd gid thuyet nghien cdu
Md hinh nghien cffu dffdc xay dffng tren nen tang md hinh chap nhan cdng nghe TAM ciia Davis (1989), qua nghien cffu dinh tinh, khdng lay lai bie'n Thai dp, va them vao cac ye'u to' Chuan chu quan (Ajzen, 1991), Yeu cau dac biet, Td'c dp, Kie'n thffc nhan vien (Lee & Cheng, 2009, Cheng etal, 2011, Kozlova, 2014) (Hinh 1).
Hj: Kien thffc nhdn vien co dnh hudng ciing chieu vdi y dinh mua ve mdy bay qua dgi ly cua NTD.
H2: Chuan chu quan co dnh hffdng cdng chieu din y dinh mua ve mdy bay tgi qua dgi ly cua NTD.
i/j.- Do tin cay co tdc dong cung chieu tdi y dinh mua ve mdy bay qua dgi ly cua NTD.
H4: Cdc yeu cdu ddc Met co tdc dgng cung chieu vdi y dinh mua ve mdy bay qua dgi ly cua NTD.
H^: Tdc do CO dnh hudng cung chieu den y dinh mua ve qua dgi ly cua NTD.
Hinh 1: Mo hinh nghien cdu cac yeu to anh hudng den quyet djnh mua ve may qua dai ly cua ngUdl tieu ddng TP. HCM
Kien thiic nhan vien
Chuan chii quan
Do tin cay
Cac dich vu dac biet
Toe do
III. K^'t qua nghien ctfu
1. Thdng ke mo ta mdu nghien cdu
Man dffdc thu thap theo phffdng phap thuan tien dffdi hinh thffc bang cau hdi khao sat. 450 bang cau hdi dffdc phat ra, thu ve 400 bang tra ldi. Sau khi loai bd 29 ke't qua tra ldi khdng hdp le, cdn lai 371 quan sat hdp le dffdc sff dung eho nghien cffu (Bdng 1).
Bang 1. Mo ta thong tin dap vien
Gi6i tinh
Dp tudi
Thu nhap
Nghe nghiep
Trinh dp hoc van
Nam NO Dadi 35
TL( 35 - dudi 55 tudi Til 50 tuoi
Dtldi 5 trieu dong/thang TL( 5 -12 trieu dong/thang Tren 12 trieu dong/thang Sinh vien
Nhan vien van phong - Kinh doanh
Can bp vien chufc Nganh nghe khac DLrdi Cao dang Cao dang, Dai hpc Sau Oai hpc
So ngudi 211 160 128 171 72 29 135 207 27
190
81 73 88 162 121
% 56,9 43,1 34,5 46,1 19,4 7,8 36,4 55,8 7,3
51,2 21,8 19,7 23,7 43,7 32,6 Nguon: Dff lieu thu thap
TAP CHi CONG THIflfNG
2. Ddnh gid do tin cqy cua thang do
Danh gia dp tin cay cua thang do bang Cronbachs Alpha
Tff 24 bien giai thich va phu thupc ban dau, ket qua phan tich do tin cay eua thang do da loai bdt 02 bien giai thich (KTg, TD4) khdng phii hdp ve mat gia tri thd'ng ke; nhffng bien eon lai thda man eae dieu kien ve dp tin cay (Alpha Idn hdn 0,6 va he sd tffdng quan bie'n-tdng Idn hdn 0,3) (Bdng 2).
Phan tich EFA nhffng nhan td anh hffdng den quyet dinh mua ve may bay qua dai ly eua ngffdi tieu dung tai TP. HCM cho ra he so' KMO bang 0,892 (0,5 < KMO < 1) giai thich dffdc kich thffdc mlu phu hdp cho phan tich nhan to' va he sd' Bartiett's cd mffc y nghia quan sat 0,000 < 0,05, thda man dieu kien cho phan tich nhan to, phffdng sai trich dffdc la 67,145% (> 50%) gdp phan giai thich dffdc khoang 67,145%, sff bien thien cua cac bie'n quan sat, dat yeu cau. Cac bien quan sat deu cd trpng sd nhan td Idn hdn 0,5 (Bang 3).
3. Ket qud phdn tich nhdn td khdng dinh CFA
Ket qua CFA tffng phan cho tha'y TLI > 0,9, CFl > 0,9, CMIN/df < 3, RMSEA < 0,08 deu dat yeu cau (BoUen, 1989). Rieng GFI = 0,871 khdng nhd hdn nhieu so vdi 0.9 cd the ly giai do nguyen nhan dff lieu ciia md hinh mdi nen cd the chap nhan dffdc.
Ke't qua CFA toan phan cho tha'y md hinh tdi han DF ed 306 bac tff do, Chi-binh phffdng la 799,349 (p = 0.000); GFI = 0,871; TLI = 0,900; CFl = 0,913; Chi-binh phffdng/df
Bang 2. Ket qua tfnh toan dd tin c§y thang do
=2,612, RMSEA = 0,066. Trong dd: chi sd TLI = 0,900; CFl = 0,913 deu dat yen cau (TLI < 0,9, CFl
< 0,9), chi so' Chi-binh phffdng/df dat yeu cau (CMIN/df < 3, RMSEA < 0,08), cac chi sd deu dat yeu can. Nhff vay, md hinh hoan toan phil hpp v6i dff lieu quan sat (Bollen, 1989) (Hinh 2).
Hinh 2: Mo hinh CFA tdi han
@ @)
CFTTsquare = 799.349; DF =306; P =.000
*• * ' * Chi-suare/df = 2.612
;GFI = 871; CFl = 913; TLI = 900 RMSEA =.066
STT
01 02 03 04 05 06
Thang do
Kien thiic Tin cay
Chuan chu quan Toe dp
Yeu cau dac biet Ydinh mua
Ky hi$u
DN TC CQ TD YC YD
So bien quan sat
5 4 5 4 4 3
Cronbachs Alpha
0,891 0,821 0,856 0,868 0,871 0,846
Tuong quan bien - tong nho nhat
0,657 0,541 0,621 0,674 0,698 0,677
Ngudn: Kit qud phdn tich dff lieu cua nhdm tdc gid
Kiem dinh gia tri hdi tu va phan biet: Ket qua nghien cffu cho tha'y eae trpng so chuan hda deu Idn hdn 0,5 va cd y nghia thdng ke (P
< 0,05), dat dffdc gia tri hdi tu. He sd tiidng quan giffa cac thanh phan va sai lech chuan kem theo nhd hdn 1 (cd y nghia thdng ke) nen cac thang do thanh phan cac nhan td deu dat gia tri phan biet (Bang 4).
4. Phdn tich cdu triic tuyen tinh SEM Ke't qua phan tich cau true tuyen tinh cho tha'y md hinh cd 306 bac tff do, gia tri kiem dinh chiquare/df = 2,612 vdi p-value = 0,000
KINH DOANH
Bang 3. Ket qua phan tfch EFA
Ma tr§n xoay EFA Bien quan
sat KT1 KT2 KT3 KT4 KT5 CQ1 CQ2 CQ3 CQ4 CQ5 TCI TC2 TC3 TC4 TC5 TDI TD2 TD3 TD5 YC1 YC2 YC3 YC4
Nhom nhan to 1
0,676 0,865 0,799 0,792 0,793
2
0,779 0,713 0,695 0,701 0,699
3
0,752 0,853 0,698 0,738 0,747
4
0,854 0,820 0,817 0,864 PhUdng sai trfch tich luy
5
0,583 0,803 0,747 0,789
67,145
Nguon: Kit qud phdn tich dff lieu cua nhdm tdc gid j va cac chi sd'phu hdp vdi dff lieu TLI = 0,900, CFl
= 0,913 (> 0,9); RMSEA = 0,066 < 0,08; cac chi tieu danh gia mffc dp phii hdp vdi dff lieu quan sat deu dat (Hinh 3).
li. Ta't ca cac thanh phan thang do cd md'i tffdng ::quan giffa sai sd' cac bie'n quan sat nen chiing I,khong dat tinh ddn hffdng. Hai (02) ye'u td Yeu cau
dac biet (YC) va Tin cay (TC) khdng ed y nghTa ijthdng ke d dp tin cay 90% do P-value > 0,1 nen bi loai. Cac ye'u to' cdn lai la Kie'n thffc nhan vien (KT), Chuan chu quan (CQ), Toe dp (TD) dam bao y nghia thd'ng ke d dp tin cay 90% do P-value <
Bang 4 . H $ so tUdng quan giOa cac khai ni$m
r
KT KT CQ TD TD TC KT CQ KT TD KT CQ TC YC TD
<-->
<-->
<—>
<—>
<—>
<—>
<—>
<-->
<->
<—>
<—>
<—>
<->
<->
<->
CQ TD TC TC YC YC YC YC TC CQ YD YD YD YD YD
Estimate
0.311 0.344 0.127 0.134 0.152 0.162 0.08 0.088 0.097 0.419 0.361 0.465 0.14 0.126 0.467
S.E=SQRT ((1-r2)/n-2))
0.044 0.047 0.032 0.035 0.04 0.038 0.037 0.036 0.033 0.048 0.048 0.05 0.036
0.04 0.05
C.R=
(1-r)/SE 7.09 7.319
3.91 3.809 3.774 4.227 2.139 2.442 2.942 8.747 7.526 9.322 3.946 3.148 9.266
P-Value
***
***
***
***
•k-k*
***
0.032 0.015 0.003
***
***
***
***
0.002
***
Nguon: Kit qud phdn tich dff lieu cua nhdm tdc gid Ghi chu:
r: hi sd tuang quan; CR: gid tri tdi hgn
SE: do sai lich chuan P - Value: mffc y nghia
0,1. Cac bien ed trpng so chuan hda la dffdng nen ed tac ddng ciing chieu tdi y dinh mua ve tai dai ly ciia ngffdi tieu dung tai TP. HCM (Bang 5).
5. Kiem dinh gid thuyet
Bang 5. Ket qua kiem d|nh moi quan he nhan qua giOa cac khai nl$m trong mo hinh nghien cdu
Moi quan he YD
YD YD YD YD
<—
<—
<—
<—
<—
YC TC CQ TD KT
Estimate 0,028 0,017 0,653 0,235 0,132
S.E.
0,038 0,044 0,092 0,075 0,054
C.R.
0.755 0.379 7.129 3.127 2.46
P 0.45 0.705
***
0.002 0.014
Label
Nguon: Kit qud phdn tich dff lieu cua nhdm tdc gid
Ke't qua kiem dinh eho tha'y, gia thuye't HI, H2, H5 dffdc cha'p nhan (p-value < 0,05), gia thuye't H3, H4 khdng dffdc chap nhan do khdng cd y nghia
TAP CHi CONG T H K O N G
Hinh 3: Ket qua phan tich cau tnjc tuyen tinh SEM
799.349; DF =306; P =.000 Chi-suare/df = 2.612 GFI = 871; CFl =.913; TLI = 900 RMSEA =.066
thd'ng ke (p-value > 0,05). Ke't qua kiem dinh cho tha'y eae trpng so' chuan hda deu dffdng, cho nen cac bien anh hffdng thuan chieu de'n y dinh mua ve may bay qua dai ly ciia ngffdi tieu dung TP.
HCM. Ba yeu to: Chuan chii quan (CQ), Td'c dp (TD) va Kie'n thffc nhan vien (KT) giai thich 77%
dffdc bie'n thien ciia bien y dinh. (Hinh 4)
Day la mot ke't qua hdp ly vi vdi nhffng dac thu cua dich vu cung cap ve may bay, viec trai nghiem thdng qua ldi gidi thieu eua nhffng ngffdi than tao nen sff tin cay nha't dinh, khach hang se cd cam
giac an toan hdn khi giao dich. Ben canh do, trong thdi dai hien nay, vdi nhu cau ti6n led eao thi td'c dp xuf ly xuyen sud't qua trinh tU trffdc khi mua, khi sff dung va sau khi mua dich vu ciia dai ly giiip khach hang tie't kiem dtfdc rat nhieu thdi gian. Them vao dd nhffng kien thffc nhan vien cd dffdc se hd trd cho chuyen di cua khach them de dang va thuan tien; dap ffng dffdc nhffng yeu can khac.
IV. K§'t luSn va ham y quan tri 1. Ket ludn
Nghien cffu ke thffa cac ly thuye't nen tang nhff thuye't hanh ddng hdp ly TRA, thuyet hanh vi hoach dinh TPB va ke't qua ciia cac nghien cffu trffdc day de xay dffng dffdc mo hinh nghien cffu. Ke't qua cho tha'y co 2 yeu to' la Yeu can dac biet (YC) va Dp tin cay (TC) bi loai khdi md hinh do khdng co y nghia thd'ng ke. Ye'u td' tac ddng manh nhat de'n y dinh mua ve may bay tai dai ly cua ngffdi tieu dung TP. HCM la Chuan chii quan (CQ) vdi pi = 0,653, tie'p theo la Tdc dp (TD) vdi (32 = 0,235 va Kie'n thffc nhan vien (KT) vdi p5 = 0,126.
Ngoai ra, ke't qua cung eho tha'y co sii khac biet giffa cac nhdm ye'u td ve trinh do hpc van va nghe nghiep vdi y dinh mua ve tai may bay ciia ngffdi tieu dung TPHCM, trong khi cac ye'u to' cdn lai la gidi tinh, do tuoi va thu nhap thi khdng cd sif khac biet.
2. Hdm y qudn tri Ve chuan chu quan
Chuan ehu quan cd tac ddng manh me deny dinh mua ve tai dai ly ((3, = 0,653 va mean = 5,13). d cac nffdc chau A ndi chung va VietNam ndi rieng, ngffdi tieu dung thffdng ed hanh vi dam ddng, chiu tae ddng manh me tff nhffng ngUSi xung quanh nhff gia dinh, ban be, ddng nghiep...
Cac dai ly truyen thd'ng can nang cao van de
Hinh 4: Mo hinh cac yeiitdanh hudng den quyet dinh mua ve c h a m sdc k h a c h hang, dac biet la nhu'ng may bay qua dai ly dJa ngudi tieu dung TP. HCM
Chuan chu quan
Kien thiic nhan vien
Toe do
Y dinh mua ve may bay qua dai ly
khach hang cu, khach hang than thiet kh6ng chi trong trffdc qua trinh mua ma ea qua trinh sff dung va hau mai. Cd the ndi day chinh la kenh ke't nd'i, lan tda, quang cao tdt nhat cho bat ky dai ly nao khi chinh hp la nhffng minh chffng cho nhffng trai nghiem khi mua djch vu. Day cung la ly do giup tang sff tin cay, uy tin eho dai ly trong dieu kien cd rat nhieu
KINH OOANH
chieu trd lffa dao khi tan dung nhffng nhffdc diem ciia ve dien tff nhff hien nay.
Ve tdc do
Ye'u td td'c dp cd anh hffdng d mffc thff hai vdi P2 = 0,235 va mean = 5,07. Dac biet, d Viet Nam, nganh Hang khdng cdn nhieu bat cap vdi tinh trang tre, hiiy chuye'n cao thi cac van de phat sinh lai cang dffdc quan tam bdi khi cd sff cd khach hang phai tdn rat hieu thdi gian de lien he vdi hang. Cac dai ly truyen thd'ng cung da dau tff de xay dffng cac cdng cu tich hdp giffa truyen thd'ng va hien dai nhff cac website tra cffu thdng tin, tinh trang va gia cua chuye'n bay. Dieu nay giup khach hang chii dpng hdn va tie't kiem thdi gian giao dich. Hien nay, rat nhieu dai ly da lien ke't vdi nhau va tao sffc ep cho cac HHK de cd nhffng kenh phuc vu rieng chi danh eho dai ly va tang cffdng thdi gian phuc vu.
vi kien thffc nhdn vien
Kie'n thffc nhan vien nang cao giup tang y dinh mua ve tai dai ly ciia ngffdi tieu dung TP. HCM vdi P5 = 0,126 va mean = 4,789. Cac dai ly truyen thdng can tang cffdng, chu trpng, khuye'n khich, dao tao tap trung hdn nffa vao eon ngffdi ma cu the la nhan vien ban ve bdi chinh nhan vien la ngffdi tmyen di thdng diep khang dinh vi the cua dai ly trayen thd'ng khac biet hdn so vdi kenh trffc tuye'n ma khach hang chi giao tiep vdi may mdc. Nhffng
thdng tin, kie'n thffc nhan vien cd dffdc de hd trd, tff van cho khach hang chinh la cau nd'i gan ke't giffa dai ly va khach hang. Them vao dd, day la dieu kien de dai ly gia tang cac dich vu di kem nhff dich vu lam hd chieu, visa, mua bao hiem du lich, thue xe, thue khach san, lam tii tuc san bay,...
Kien nghi khdc
Mot la, cac doanh nghiep nen bd sung them phan chat trffc tuye'n nham tang kha nang mua lai tff khach hang eu va gia tang khach hang mdi.
Hai la, cac doanh nghiep hang khdng nen hdp tac lien ke't vdi cac ngan hang de md the tin dung cung nhff the ghi nd qud'c te, nen cd chinh sach giam gia de tang sffc mua.
Hgn che cua de tdi
Nghien cffu van cdn mot so'ban che: (1) De tai chu ye'u dffa vao md hinh ly thuye't hanh ddng hdp ly TRA va thuye't hanh vi hoach dinh TPB, chffa cd nhffng dieu chinh phu hdp hdn nffa de cd the nam dude mot each tdng quat nha't hanh vi mua ve may bay qua dai ly ciia NTD TP. HCM, (2) Nghien cffu chi tap trung vao dd'i tffdng da tffng mua ve may bay nen khdng the cd dffdc sff so sanh sff khac biet trong quye't dinh mua ve cua 2 nhdm dd'i tffdng la nhffng ngffdi da tffng mua ve va nhffng ngffdi chffa tffng mua ve qua dai ly. Dd cQng la hffdng eho cac nghien cffu tie'p theo •
TAI LIEU THAM KHAO:
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TAP CHi CONG THirifNG
Tourism Review International, 13, pp. 183-200.
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Examining Cognitive Factors In The Purchase Of The Airlines Ticket. Journal of Travel & Tourism Marketing, 30(5), pp 497-508.
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Ngay nhan bai: 8/10/2018
Ngay phan bien danh gia va sufa chffa: 18/10/2018 Ngay chap nhan dang bai: 28/10/2018
Thong tin tdc gid:
1. PGS.TS. HA NAM KHANH GIAO
Vien trffofng Vi6n Nghien cffu Kinh teffng dung, Trffofng Dai hoc Tai chinh - Marketing, Vi§t Nam 2. DANG THI NGA
Pho Giam doc Phong ve Cdng ty cd phan Lien hiep giao due
INTENTION OF CONSUMERS LIVING IN HO CHI MINH CITY OF PURCHASING AIRLINE TICKETS THROUGH
AIRLINE TICKET AGENTS
• Assoc.Prof, Ph.D HA NAM KHANH GIAO
Director, Institute of Applied Economics, University of Finance and IVIarketing
• DANG THI NGA
Deputy Director, Airline ticket office. United Education Joint Stock Company
ABSTRACT:
The study is to identify and measure factors affecting the decision of consumers in Ho Chi Minh City to purchase tickets through airline ticket agents by surveying 371 customers hving in Ho Chi Minh City (over 18 years old) who bought airUne tickets through agents. The study uses the SPSS 20 to analyze the reliability of the scale through the Cronbach's Alpha, EFA analysis the AMOS 22 software to analyze the CFA and the SEM analysis to test the model. The study's results show that three factors positively impacting on the intention of purchasing airline tickets in descending order of the impacting level are subjective norm, speed and agents' knowledge.
The results is expected to help agents to adjust their strategies and make appropriate steps in the context of increasing competitiveness.
Keywords: Airline ticket, airline ticket agent, consumers in Ho Chi Minh City, purchase intention.
