ANH Hl/CfNG CUA CHAT LI/0NG DICH VU VAN TAI HANH KHACH BANG 6 TO DOI VCfl
SI/ HAI LONG CUA KHACH HANG TAI THANH PHO PHAN THIET, TINH BINH THUAN
• N G U Y I N NGOC HOA KY - LAM NGOC DIEP
TOM TAT:
Nghien cu'u nay xac dinh cac nhan to'anh hu'dng de'n su" hai long cua khach hang do'i vdi chU't Iifcfng dich vu van tai hanh khach bang 6 16 tai thanh pho' Phan Thie't, linh Binh Thuan. RS't qua phan tich nhan to'kham pha (Exploratory Factor Analysis - EFA) chi ra rang 3 nhan to'do lifdng chat llidng dieh vu van tai hanh khach bang 6 to, la: (I) Ye'u to ve sdan toan, (2) Ye'utd've stf thuan tien, va (3) Y^'u l6' ve sif dap iJng. L/dc lu'dng hoi quy cho thay, ca 3 yeu to tren deu co tac dong Cling chieu de'n sif hai long cua khach hang.
Tiif khoa: Chat lu'dng dich vu van tai hanh khach, phan tich nhan to kham pha, siXhai long khach hang, thanh pho'Phan Thie't, tinh Binh Thuan.
1. Dgt va'n de
Trong qua trinh phal tnen kinh te xa hoi, giao thong van tai ndi chung va dich vu van tai hanh khach noi rieng ddng vai tro bet sife quan trong.
Toe do tang trddng va phat trien kinh te'dat mfdc mot phan phu thupc vao kha nang dap dng ve dich vu van tai cua toan xa hoi. Hdn thenCfa, trong cac dich vu van lai, thi van tai hanh khach la hoat dong quan trong nha't vi lien quan de'n ye'u to' phuc vu con ngLfdi. Van lai 6 to la hinh thiJc van tai pho bie'n nha't, du'dc sif dung rong rai trong nen kinh l6' quo'c dan d lal ca cac quo'c gia, V&n tai 6 to co mot so'u'u diem cdban la tinh cd dong cao, to'c dp van chuyen nhanh, gia thanh van chuyen tren khoang each ngan tha'p hdn so vdi van chuyen du'dng sat
va difdng thuy. Mat khac, Binh ThuSn la tinh thuoc VLing Duyen hai Nam Trung Bo, nam irong tam giac tang trifdng du Hch la TP. Ho Chi Minh - Da Lat - Phan Thie't, ndi co nhieu tiem nang du Hch dac sac va dieu kien to chdc du Hch quanh nam vdi nhieu dia danh noi tie'ng Ihu but khach tdi thara quan nhu': Mui Ne, Bau Trang, Mui Dien, Ta Cii,., Chie'n lu'dc phat trien du lich Viet Nam de'n nam 2020. tam nhin den nam 2030, xac dmh Binh Thuan la mot Irong nhifng dia phu'dng trgng diem, dong vai tro quan trong khong chi dd'i vdi phat trien du lich vung Duyen hai Nam Trung Bg, ma cdn cua ca du Hch Viet Nam. Vi vay, nhu c^u ve dich vu van tai hanh khach tai dia phifdng la rat ldn, Trong thdi gian qua, boat dong kinh doanh van
KINH DOANH
chuyen hanh khach bang 6 to tren dta ban tinh Binh Thuan phat trien kha nhanh vdi cac cong ty van tai ldn, nhif: Phu'dng Trang, Tam Hanh, Hanh Cafe, Cao Lam, Trung Nga, Thanh Lich... Nhdm tac gia da thtfc hien nghien ciJu nay vdi mong mud'n tim ra cac ye'u id' anh hu'dng den sif hai Idng cua khach hang do'i vdi cha't lifdng dich vu van tai hanh khach bang 6 td, giup eae cdng ty van tai hanh khach tren dja ban TP. Phan Thie't, tinh Binh Thuan cai tien cha't lu'dng dich vu, nang cao sif hai long cua khach hang.
2. Cd sd Iy thuyet
2.1. Mot sd khdi trong dich VH van tdi lidnh khdch
Van tai la mot boat ddng cd muc dich ciia con ngifdi nham thay doi vi tri cua hang hda, hanh khach trong khdng gian va thdi gian cu the.
Dich vy van tai la mdt nganh td chiJe van tai thifc hien viec chuyen chd hang hda hoac con ngu'di ttt mot dia diem nay den mot dia diem khac.
Ndi each khac, dieh vu van tai la mpl qua trinh td chii'c, mplsdket hdpgiCfa van lai va cac hoat dong dich vu khac cd Hen quan.
Dich vu van lai hanh khach dd la dich vu van lai cd dd'i tifdng phuc vu la con ngu'di. Cu the hdn, dich vu van tai hanh khach la mpl nganh id chii'c van lai chuydn chd con ngu'di tiJ" mdt dia diem nay hay mdt dia diem khac.
Kinh doanh van tai hanh khach bang d td la viec su" dung xe d td khach de van chuyen khach cd thu tien (Thong tif sd 14/2010/TT-BGTVT, 2010).
Kinh doanh van tai hanh khach bang d id theo tuye'n cd' dinh cd xdc dinh be'n xe de'n, be'n xe di diing lich trinh, hanh Irinh cd' dinh (Luat Giao thdng du'dng bo so 23/2008/QH12, 2008),
Hanh trinh chay xe du'dc xac dmh bdi ben xe di, be'n xe den, cac tuye'n du'dng bp, cac diem ddn, tra khach, diem dtfng nghi (ne'u cd) ma phu'dng lien di qua (Thdng tif sd 18/2003/TT-BGTVT, 2013),
Ban cha't va hieu qua mong muo'n cua san pham van tai la thay ddi vi tri ehd khdng phai thay ddi hinh dang, kich thifdc, tinh cha't Iy boa cua dd'i tu'dng vSn tai. San pham van tai la san pham cudi CLing cua nganh giao thong van tai, cac qua trinh
dau tif xay difng, td chdc quan ly deu nham muc dich tao ra cac san pham van VM chat lifdng phuc vu nhu cau van lai cua con ngu'di.
2.2. Chd't liMng dich vu
Chat lu'dng la ta't ca dac diem, dac tinh ciia san pham, dich vu lien quan ldi kha nang lam thda man nhiJng nhu cau tiem an hoac difdc xac dinh.
San pham hoac dich vu cd chat lifdng khi nd dap iJng hoac vifdt mong ddi ciia khach hang (Kotler va Keller, 2009).
Cd nhieu quan diem va each dinh nghia khac nhau ve dich vu. Chang ban nhif dich vu la nhiJng hoat ddng hay ldi ich ma doanh nghiep cd tire cd'ng hie'n cho khach hang nham Ihie't I§p, cung ed' va md rdng nhu'ng quan he va hdp tac lau dai vdi khach hang (Kotier va Gary, 2004).
2.3. Stf hdi long
Cd nhieu khai mem khac nhau ve sif hai long ndi chung cua khach hang va ciing cd kha nhieu tranh luan ve khai niem nay.
Hai Idng la phan dng cua ngu'di tieu dung khi difdc dap iJng mong mud'n (Oliver, 1997), la phan dng ciia khach hang ve sif khiic biet giiJa mong mud'n va mi?c dp cam nhan sau khi siJ dung san pham/dich vu (Tse va Wilton, 1998). Nhif vay, hai Idng la ham cua si/ khac biet giiJa ke't qua nhan difdc va ky vong (Kotler, 2001). Sif hai long cua khach hang liiy thudc vao hieu qua hay Idi ich ciia san pham dich vu mang lai so vdi nhifng gi ma ho dang ky vong. Ne'u san pham dap li'ng mong ddi thi khach hang hai long va ne'u vu'dt qua mong ddi, khach hang ra't hai long va vui thich (Kotler va Keller, 2009).
Nhin chung, sif hai Idng la sif so sanh giifa ldi ich thtfc te cam nhan du'dc va nhSngky vpng. Ne'u ldi ich thifc te khdng nhif ky vong thi khach hang se tha't vpng. Cdn ne'u ldi ich thifc te dap ifng vdi ky vong da dat ra thi khach hang se hai Idng, ne'u ldi ich thifc le'cad hdn ky vpng cua khach hang se tao ra hien tifdng h&i long cao hdn hoac la hai long vifdt qua mong ddi.
2.4. Moi quan he giffa chd't Iffdng dich v« vd sff hdi long khdch hdng
Chat Hfdng dieh vu va sd hai Idng tuy tii 2 khai niem khac nhau nhtfng cd lien he chat che
vdi nhau trong nghien cdu ve dich vu (Parasuraman va cdng sif, 1988), Parasuraman va cdng sif (1993) chorSng, giifa chat lifdng dich vu va sif hai long cua khach hang ton tai mdt so' khac biet, ma diem khac biet cd ban la va'n de
"nhan qua". Cdn Eithaml va Bitner (dan theo Nguydn Dinh Tho & ctg, 2011) cho rang, sif hai long cua khach hang bi tac dong bdi nhieu yeu Id'nhif: cha't lu'dng san pham, cha'l lu'dng dich vu, gia ca, ye'u Id' tinh huo'ng, ye'u td' ca nhan. Ly do la chat lu'dng dich vu cd lien quan den viec cung cap dich vu, cdn sif thda man chi danh gia du'dc sau khi da siJ dung dich vu; nhif vay, cha't lifdng dich vu la nguyen nhan dan de'n su' thda man, hai Idng Cha't lu'dng dich vu va siT hai Idng cua khach hang cd lien quan nhau, dich vu co chat lu'dng eao dan tdi sif hai Idng eua khach hang cirng tang len, khdng nen do lifdng cha't lifdng dich vu ma khdng danh gia hai Idng cua khach hang (Cronin va Taylor, 1992; Kotler va Keller, 2009; Olajide, 2011)
3. Mo hinh d^ xuS't va phifdng phap nghidn cii'u
3.1. Md hinh nghien cffu
Parasuraman va cdng sif (1985, 1988) da xay du'ng mdt md hinh va thang do SERVQUAL ve chat lu'dng dich vu, md hinh nay lam ndi bat nhffng yeu cau chit ye'u de dam bao cha'l lu'dng mong ddi cua dieh vu. Cronin va Tailor (1992) da dieu chinh thang do SERVQUAL thanh thang do SERVPERF.
Thang do nay giif nguyen eac thanh phan va bie'n quan sat cua SERVQUAL nhifng bd di phan danh gia ve ky vpng cua khach hang. Theo dd, chat lifdng dich vu chinh la sif cam nhan thifc te ciia khach hang ve cac dich vu ma hp nhan difdc tCf nha cung cap. Difa tren nghien cu'u trong nu'dc cua Hoang Thi Hong Le (2016). Md hinh nghien cdu du'a tren md hinh va thang do SERVPERF cua Parasuraman, Cronin va Tailor, 4 ye'u to' ve sif an loan, sif dap ifng, s.\X hiJu hinh va sif thuan tien la nhffng ye'u to' quye't dmh de do Iffdng mifc dd tac ddng cua cac ye'u Id' anh hifdng de'n sff hai Idng cua khach hang dd'i vdi cha'l lifdng dich vu van tai hanh khach bang 6 Id tai TP, Phan Thie't, tinh Binh Thuan, (Xem Md hinh)
Hinh: Mo hinh nghien cifu
Qua md hinh nghien cifu cac ye'u td'anh hffdng de'n sff hai Idng khach hang ddi vdi cha't Iffdng dich vu van tai hanh khach bang d td tai TP. Phan Thie't, tinh Binh Thuan ta cd the nit ra dffdc cac gia thuye't sau:
Gia thuye't HI: Sif an toan cd anh hffdng de'n sff hai idng cua khach hang.
Gia thuye't H2: Sif dap ffng cd hanh hifdng de'n sff hai long cua khach hang.
Gia thuye't H3: Sff hffu hinh cd hanh hffdng de'n SLf hai long cua khach hang.
Gia thuye't H4: Sff thuan tien cd hanh hffdng den sff hai long cua khach hang.
3.2. Phffdng phdp nghien cffu
Trong nghien cifu nay, nhdm tac gia sff dung phffdng phap phan tich nhan to' kham pha (EFA) nham kiem dinh dd tin cay, gia tri cac thang do va phan tich hdi qui tuye'n tinh de do Iffdng mffc dfl lac ddng cua cac nhan Id' chat Iffdng dich vu dd'i vdi sif hai long cua khach hang. EFA can mau it nha't 300 quan sat theo Gorsuch (1983); con Hachter (1994) cho rang kich cd mlu bang it nhat 5 lan so' bie'n quan sat, Nhu'ng quy tSc kinh nghiem khac trong xac dinh cd mSu cho EFA thdng thffdng thi sd' quan sat it nha't phai bang 4 hay 5 lan sd'bien trong phan lich nhan to'theo Hair va ctg (2010). De tai nghien cffu cd 29 bien quan sat nen c3 mau nghien cffu it nha't la 4 x 29
= 116 quan sat Ird len. De dam bao mffc tin cay cao, nhdm tac gia tie'n hanh dieu tra vdi 300 phie'u khao sat va ke't qua thu ve 300 phieu hdp le. M3u dffdc lay theo phffdng phap ng^u nhien bang each phong van trffc tie'p cac khach hang da va dangsff dung dich vu van tai hanh khach bang 6 td tai TP. Phan Thie'l, tinh Binh Thuan. Hinh
KINH DOANH
thffc khao sat dffdc thffc hien thdng qua bang hdi dffdc thie't ke theo thang de Likert 5 didm: (1) Hoan loan khdng ddng y; (2) Khong dong y; (3) Binh thffdng; (4) Dong y; (5) Hoan loan ddng y.
Dff lieu sau khi thu thap dffdc nhdm lac gia sff dung phan mem SPSS 22 de tdng hdp va phan tich sd'lieu thdng qua he so'Cronbach's Alpha va nhan Id'kham pha EFA. Cud'i cung diing phep hdi quy de kiem dinh gia thuyd't nghien cffu.
4. K&'t qua nghidn cu'u va thao luan 4,1. Ket qud nghien cffu
4.1.1. Kiem dinh chd't lUdng thang do bdng he so Cronbach's Alpha
Thang do va dd tin cay cua cac bie'n quan sat dffdc danh gia bang he so' Cronbach's Alpha va phffdng phap phan tich nhan td' kham pha EFA (Exploratory Factor Analysis), Yeu cau de thang do dffdc cha'p nhan la loai bd cac bie'n cd he so' tffdng quan so vdi bien tdng (Corrected Item - Total Correlation) nhd hdn 0,3 va he so'Cronbach's Alpha nhd cua nhdm nhan id'hdn 0,6. Hdn nffa, trong phan tich nhan Id' kham pha EFA, nhffng bie'n cd hd so' tai nhan td' (Factor Loading) nhd hdn 0,5 se hi loai khdi thang do vi cd iffdng quan kem vdi nhan to tiem an. Bffdc cud'i ciing la kiem dinh md hinh bang phffdng phap hdi quy da bie'n vdi mffc y nghia thdng ke 5%. (Bang 1)
Tff ke't qua diem djnh chat Iffdng thang do cho tha'y, ca 4 nhdm bie'n deu cd he so' Cronbach's Alpha tdng the > 0,6. Nhff vay, 25 bie'n quan sat se dffdc dffa vao phan tich nhan to'kham pha.
4.L2. Kiem dinh sUphd hap cua md hlnh Ke't qua kiem dinh 0 < KMO = 0,792 < i va kiem dmh Bartlett cd gia trj Sig. = 0,000 cho tha'y
s6 li$u Ihffc te hoan loan phii hdp vdi EFA va cac bie'n quan sat cd tffdng quan tuye'n tinh vdi cac bien dai dien.
4.1.3. Kiem dinh mffc do gidi thich ciia cdc bie'n quan sdt ddi vdi nhdn to'
Ke't qua linh loan tren che tha'y 51,545% sif tiiay ddi cua ke'l qua \k do cac ye'u id'dffa ra irong md hinh lao nen, tffc cac bie'n quan sal dffdc dffa ra trong de lai nay da giai Ihlch dffdc 51,545% sff hai long cila khach hang dd'i vdi chat Iffdng dich vu van tai hanh khach bang d td tai TP. Phan Thid't, linh Binh Thuan.
4.1.4 Ket qua cua md hinh
Trong ky thuat cua phffdng phap EFA la nhdm cac ye'u id' tif mdt tap hdp n bie'n quan sat thanh mdt lap hdn vdi k ye'u to'(vdi k < n). Ky thuat nay dffdc thffc hien vdi ma Iran nhan td' xoay cho phep ta nhdm lai cac nhdm ye'u td'mdi vdi cac bie'n dae trffng cd hd sd'tai nhan id'Idn hdn 0,55. Nhff v3y, la tha'y 23 bid'n cdn lai (trff 2 bie'n TT5, HH3) da dffdc sap xe'p lai thanh 5 thang do. Day la 5 ye'u td' dffdc phat hien cd anh hffdng de'n sff hiii Idng cua khach hang ve cha't Iffdng dich vu vain tai hanh khach tai TP, Phan Thie'l, linh Binh Thuan.
(Bang 2)
4.1.5. Ke't qud phdn tich hoi qux
Nghien cffu nay sff dung md hinh hdi quy tuye'n linh de xem xet md'i quan he giffa 5 nhan id'dffdc rdi ra tff EFA tren. Trong nghien cffu nay, md hinh hdi quy tuye'n tinh dffdc viet lai nhff sau:
HL = p„ + Pi* TT + P2 ''^ HH + p3 •i^ D U + p4 ••' AT + p5 * TC
Ke't qua tdng hdp (Bang 3) cho tha'y, md hinh cd R- = 0,616 (hieu chinh) cho bie't, cac bie'n ddc
Bang 1. Ket qua k i e m dinh chat lUdng thang do STT
1 2 3 4
Thang do AT BU HH
''
Bi^n quan sat AT1,AT2,AT3,AT4
D a i . O U 2 , D a 3 , D U 4 , D l j 5 HH1, HH2, HH3, HH4, HH5, HH6, HH7 I I I , TT2, TT3, TT4, TT5, TT6, TT7, TT8, TT9
Cronbach'sAlpha 0.714 0.732 0,777 0,776 Ngudn: Truy xud't tif kel qud phdn lich SPSS
Model 1
Bong 2. Mo hinh dieu chinh quo kiem dinh Croboch's Alpha vo phan tich nhan to k h a m pha
Thang do TT(F1) HH (F2) B U ( F 3 ) AT (F4) TC (F5) HL (F6)
Bien d$c tnJng 6bientiITT2, 1.7,6,3,9 6bientilHH4, 5.1,2, 6, 7 5 bien DU 4, 1. 3, 6, 2
4 bien AT 2, 1, 3, 4 2bientC(TT8,4
HL
Giai thich thang do SLI thuan tien
SU hOu hinh Su dap ling Su an toan Su tin cay Su hai long Nguon: Truy xud't td ket qud phdn lich SPSS.
Bang 3. Ket qua tong hdp mo hinh Model Summary'' R
,785^
R Square Adjusted R Square ,616
a Predictors: (Constant), F5, Fl, F3, F4, F2 b Dependent Variable. F6
,610
Std. Error of the Estimate
Ngudn: Truy xua'l td ke't qud phdn lich SPSS.
lap trong md hinh cd the giai thich dffdc 61,6%
sff bie'n ddi cua bie'n phu thudc, iffc 61,6% sff hai long cua khach hang ve cha't Iffdng dich vu van tai hanh khach bang d td tai TP, Phan Thie't, tinh Binh Thuan dffdc giai thich bdi 5 thang do phat hien trong nghien cffu nay. Gia tri Sig. = 0,000 cho thay md hinh hoi quy la phti hdp trong nghien cffu nay. De xem xet mtJc dd anh hffdng cua tCfng ihang do de'n sff hai Idng, ta di linh loan cac he sd' hdi quy, ket qua trong Bang 4
Ke't qua phan tich hdi quy cho tha'y cac gia tri Sig(pl), Sig(p3), Sig(p4) deu nhd hdn 0,05 nen cac ye'u to'Thuan lien, Phuc vu va An loaned he sd'hdi quy cd y nghia d mffc 5%. Sig(p2), Sig(p5) deu ldn hdn 0,05 nen cac yeu to' Hffu hinh va Dap ffng bi loai khdi phffdng trinh hdi quy. He so'VIF cua ye'u td'F2 va F5 cd hien tffdng da cdng tuye'n vi VIF cd he sd' ldn hdn 2. Nhff vay, cac gia thuye't Fl, F3. F4 trong md hinh nghien cffu dffdc chap nhan.
4.2. Thao ludn
Tff ke'l qua md hinh hdi quy cho thS'y, md'i quan he giffa bie'n phu thudc va 3 bie'n ddc ISp dffdc the hien dffdi phffdng trinh hdi quy sau:
HL = 6,06 + 0,284 " TT + 0.138 * DlJ + 0,329 * AT
Tff phffdng trinh tren, ta tha'y thff iff tam quan trpng ciia cac bie'n so' anh hffdng de'n sff hai long nhff sau: cao nhS't la F4 "Sff an loan", lie'p d^'n la Fl "Sff thuan tien" va tha'p nha't la F3 "Sff dap ffng". Qua phan tich nhan to'kham pha EFA, thang do chat Iffdng dich vu SERVPERF khi ap dung vao chat Iffdng dich vu van tai hanh khach bang 6 td tai TP. Phan Thie't, tinh Binh Thuan, bao gdm: Sff an loan, Sff thuan tien, Sff dap ffng va tac ddng ciing cbieu de'n sff hai long eua khach hang,
5. Ke't lu^n
Viec nghien cffu cac nhan Id' anh hffdng d6'n sff hai Idng cua khach hang dd'i vdi cha't Iffdng djch vu van tai hanh khach bang d td tai TP. Phan
KINH DOANH
Bang 4. H§ so hoi quy (CoefficJents")
1 (Constant)
Fl F2 F3 F4 F5
Unstandardlzed Coefficients B
6,060E-16 ,284 .204 .138 .329 .070
Std. Error ,062 ,051 .062 .054 .056 .051
Standardized CoetTlclents Beta
,278 ,181 ,127 ,299 ,071
t
,000 5.586 3.263 2.541 5.881 1,375
Sig.
1,000 ,000 ,101 ,012 ,000 ,170
Collinearity Statlstjcs Tolerance
.25 ,423 ,525 ,505 .483
VIF
1.903 2.362 1.906 1,982 2,070 a Dependent Vanable F6
Nguon: Truy xuat tii kel qud phdn tich SPSS
Thie't tinh Binh Thuan la ra't cap thie'l se giup cho cac cdng ty van tai dia phffdng phat huy cac ye'u to' quan trpng de gdp phan nang cao chat Iffdng dich vu van chuyen hanh khach bang d td.
Nghien cffu niy ed muc tieu xay ditng va kid'm dinh mo hlnh bieu thi md'i quan he giffa cac nhSn td'anh hffdng va sff hai long cua khach hang dang sff dung dich vu van tai hanh khach bang d td tren dia ban thanh phd'.
De dat muc tieu nghien cffu tren, nhdm nghien cffu da khao sal bang bang cau hdi cho 300 khach hang da va dang sff dung dich vu v3n tai hanh khach bang d Id tren dia ban TP. Phan Thid't, tinh Binh Thuan. Ngoai ra, nghien cffu cung da ffng dung phan tich nhan td' kham pha va da xac dinh dffdc 3 nhan td'anh hffdng chu ye'u de'n sff hai Idng cua khach hang, bao gdm: (I) Sff an loan; (2) Sff thuan lien; va (3) Sff phuc vu •
TAI LIEU THAM KHAO:
1. Bo Giao thdng vdn tdi (2013). Thdng tu sd 18/2013/TT-BGTVT quy dinh ve id chUc. qudn ly hogt dong kinh doanh van tdi bang xe 6 td vd dich vu ho tra van idi dudng bg.
2. Bd Giao thdng van ldi (2010). Thdng ti(sd 14/2010/TT-BCTVT Quy dinh ve idchUc vd qudn ly hoai ddng van tdi bdng xe d td.
3. Cronin, J & Taylor (1992). Measuring Service Quality- A Reexamination and Extension Journal of Marketing, 56(3), 56-68.
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5 Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1). 6-21.
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7. Kotler Philip & Armstrong Gary (2005) Principles of Marketing. 4!h European edition. Prentice Hall.
8. Likert, R.. (1932) A technique .for the measurement ofauitiides. In the Science Press, New York
9 Mori (2004). The Public's Views of Corporate Social Responsibility 2003. Market and Opinion Research International, www.mori com.
10. NguySn Dmh Tho (2011). Phuang phdp nghien cdu khoa hgc trong kinh doanh. TP. Ho Chi Minh • NXB Lao ddng - Xd hdi (Chuang 1-5)
11 Parasuraman, A.. Zeithaml, V., Berry, LL (1993). The nature and determinants of customer expectation of service Journal of the Academy of Marketing Science, 21(1), 1-12.
12. Qudc hot (2008). Ludt Giao thong dudng bo sd23/2008/QH12.
Ngay nhan bai: 17/9/2019
Ngay phan bi^n danh gia va si^a chffa: 27/9/2019 Ngay chap nh§n dang bai: 7/10/2019
Thdng tin tdc gid:
ThS. NGUYfeN NGOC HOA KY ThS. LAM NGQC DIEF
Khoa Quan tri kinh doanh - Trifdng Dai hgc Phan Thiet
THE IMPACT OF PASSENGER TRANSPORT SERVICE QUALITY BY CAR ON CUSTOMER SATISFACTION
IN PHAN THIET CITY, BINH THUAN PROVINCE
• Master. NGUYEN NGOC HOA KY
• Master, LAM NGOC DIEP Faculty of Business Administration
University of Phan Thiet
ABSTRACT:
This study identifies factors affecting the customer satisfaction with the quality of passenger transport service by ear in Phan Thiet City, Binh Thuan Province. The results of the Exploratory Factor Analysis (EFA) indicate that three factors measuring the quality of passenger transport service by car are" (I) Assurance, (2) Empathy, and (3) Responsiveness. Regression estimates shovi* that all these three factors have a positive impact on customer satisfaction Based on the research results, the authors propose a number of solutions for passenger transport companies in Phan Thiet City, Binh Thuan Province to improve service quality in order to enhance their customer satisfaction.
Keywords: Passenger transport service quality. Exploratory Factor Analysis (EFA), customer satisfaction, Phan Thiet City, Binh Thuan Province.
