Danh gia sii* hai long cua khach hang doi v6i djch vu an uong
tai nha hang Tan Que, thj xa My Hao, t?nh Hutie Yen
C NGUYEN THI MCf Tdm t^t
Bdi vie't phdn tich nhffng nhdn tddnh hudng de'n sU hdi ldng cHa khdch hdng ddi vdi dich vu dn udng tgi Nhd hdng Tdn Que. thi xd My Hdo. tinh Hung Yen. Ket qud nghiin cffu da chi ra 5 nhdn to dnh hudng. bao gdm: (i) An todn thffc phdm; (ii) Nhdn vien phtfC vu; (iii) Khong gian nhd hdng; (iv) Menu; (v) Quy trinh phi^c vu. Trong do. An todn thuc phdm mang Igi sff hdi long ldn nhd'l doi vdi khdch hdng khi sff dting dich vu dn ud'ng tgi ddy.
Trf khda: hdi long, dich vu dn udng, nhd hdng Tdn Que, thi xd My Hdo, linh Hung Yen Summary
The article aims to clarify factors affecting customer satisfaction with food and beverage services in Tan Que Restaurant. My Hao town. Hung Yen province. The result points out five determinants, which are (i) Food safety; (ii) Service staffs; (iii) Space; (iv) Menu; (v) Service process. In particular. Food safely brings the greatest satisfaction to customers when using the restaurant's food and beverage services.
Keywords: satisfaction, food and beverage services. Tan Que Restaurant. My Hao town.
Hung Yen province GlOl THIEU
Dich vu dn ud'ng tai khu vtfc Phd'Noi, thi xd My Hao, tinb Hutig Yen nbifng ndm qua rd't phdt Irien, thu hut stf dau ttf cua nhieu chu nha hang. Nha hang Tan Que - nam d vi tri dac dia, trung lam vdn hda, kinh te', xa hpi cua thi xa My Hao. Nha hang di vao hoat ddng dtfdc hdn 3 nam, thu hut mdl Itfdng ldn khdch hang va cac doanh nghiep de'n dat tiec va thifdng thtfc cdc mdn an dac san. De dich vu an udng ciia Nha hdng ngdy cdng phat Irien, ddi hdi Tan Qud khdng ngimg cap nhat cdc mdn dn mdi, nang cao chd't Itfdng cdc mdn dn va stf hai ldng cua khdch hang. Vi vdy, ddnh gia stf hai Idng cua khach hang ddi vdi dich vu an ud'ng lai nha hang Tdn Qud, thi xa My Hdo, tinh Htfng Ydn la rd'l can thie't.
CO sd LY THUYET VA PHU'DNG PHAP NGHIEN CLfU
Crf sd Iy thuye't
Cha'l Itfdng dich vu la kd'l qua cua mpt qua trinh ddnh gia, tich luy cda khach hdng dtfa tren stf so sanh cha't Itfdng mong ddi va mtfc dp cha't lirdng khdch hang nhan dtfdc. Sif hai Idng Id sy khdc biet gitfa ky vong
cua khdch hang va cam nhan thtfc Id, ma hp nhan difdc (Forell, 1992).
Parasuraman va cdng sy (1988) cho rang, cha'l Itfdng dich vu ph^n Idn bdt ngudn ttf linh vtfc san xud'l hang hda. Cdn cam nhan chat lifdng dich vu ia stf so sanh giffa sy mong dpi cua khach hang dd'i vdi vide thyc hidn dich vu cua nha cung cap.
Nguydn Ngpc Hoa Ky (2017) da xdy dtfng md hinh nghidn ctfu cac ye'u id' anh htfdng de'n mtfc dp hai Idng cua khdch hang dd'i vdi dich vu an udng trong nha hang tai TP. Phan Thie't, tmh Bmh Thuan dya tren 5 nhdn td, gdm: Khdng gian nhd hang; Quy trinh phuc vu; Nhan vidn phuc vu. An loan thyc pham; Sy phong phd cOa cdc mdn an. Ket qua nghien ctfu cho thay, An loan thyc pham dtfdc khdch hang ddnh gia cao nha't. sau dd dd'n Khdng gian nhd hang; Sy phong phd cua mdn dn; Nhan vidn phuc vu; Quy trinh phuc vu.
MS hinh va gia thuye't nghidn cd'u Ke' thifa ke't qua cua nhifng nghidn cu\i trtfdc, ddng thdi dtfa tren md hinh
'ThS., Trifdng D^i hgc Sif phgm Ky thual Hi/ng Yen
Vi.'('n nhdn bdi' 07/7/2020; Ngdy phdn bi$n: 15/7/2020. ,\'i;<n duy^t ddng: 23/7/2020
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nghien cOu cua Parasurama vd cdng sy (1988), tac gia de xuat md hinh nghien ctfu nhif Hinh.
Ttf md hinh nghien ctfu. tdc gia dtfa ra cdc gid thuye't nghien ctfu nhtf sau:
Gid thuye't HI: Khdng gian ciia nhd hdng cd anh htfdng tich ctfc tdi sy hdi Idng cua khdch hang.
Gid thuyi't H2: Nhan vidn phuc vu cd anh htfdng tich ctfc tdi sy hdi long cua khdch hang,
Gid ihuyi'i H3: Quy trinh phuc vu cd anh htfdng tich cyc tdi sy hdi long ciia khdch hdng.
Gid thuyet H4: An lodn thtfc phd'm cd anh htfdng tich ctfc tdi stf hai long cua khdch hang.
Gid thuye't H5: Menu da dang cd anh htfcfrig tich cut tdi sy hdi Idng cua khdch hang.
Phtfdng phap nghidn crfu Nghidn ctfu ket hdp giffa nghien ctfu dinh tinh va nghien ctfu dinh Itfdng.
Nghien ctfu dinh tinh difdc thtfc hien thdng qua phdng vd'n 30 khdch hang dd'n dn ud'ng tai nha hang de dieu chinh cac bid'n quan sdt diing de danh gid mtfc dp hai Idng ve dich vu an ud'ng tai nhd hang Tan Que.
Nghien ctfu dinh Itfdng dtfdc thtfc hidn thdng qua phat phie'u khao sdt 400 khach hdng dd'n stf dung dich vu an ud'ng tai nhd hdng Itf ngdy 01/6 dd'n 15/6/2020.
Ke't qua khao sat dtfdc diing de phan lich Ihdng qua stf ho trd ciia phan mem SPSS 20.0. Trong nghien ctfu, cdc bie'n quan sdt dtfdc do bdng thang do Likert 5 mtfc dd:
(1) Hoan toan khdng hdi long; (2) Khdng hai Idng; (3) Binh thtfdng; (4) Hai long;
(5) Rd'l hai Idng (Bdi vii't sff dung cdch vie't sdlhgp phdn theo chudn qudc te).
KET QUA NGHIEN CUU
H i N H : MO HINH NGHIEM CCfG H I ,
BAMG 1; K E T Q U A K I E M DIMH T H A N G DO TT
1 2 3 4 5 6
NhSn tar Khong gian nha hang Nhan vien phuc vu Quy Irinh phuc vu An toan thu'c pham Menu da dang Hai long cua khach hang
S&'big'n quan sat 5 5 6 5 6 4
D<l tin c$y Cronbach's Alpha
0.732 0.816 0.741 0.795 0.824 0 752
Gia tri thang do Dal v^u cau Dat yeu cau Dal vC-u c^u Dai yiju can Dal yeu cau Dal yeu cau BAMG 2 : K E T Q G A P H A N T I C H EFA C U A B I E N D p C L A P
Ki^m tra cua KMO and Bartlett's Kaiser-Meyer-Olkin Measure of Samplmo Adequacy Mo hinh kiem tra cua Bartlett's
Gia tn chL binh phu'rtnp Biic 11/ do SIS
.713 4352.191 342 000 B A N G 3: MCfC D p G I A I THICH C U A MO HINH
Model SamiDary'' Mo
hinh 1
R 909"
Rblnh pht/dng ,826
R blnh phifdng hifu chinh
.812 Sai so chuan ciSa u'dc liTdng
.26894 Durbin- Watson 1.893 a. Bien dpc lap: (Constant), Khong gian nha hang, nhan vien phuc vu, quy trinh phuc vu, an toan thifc pham, menu da dang
b, Bien phu ihuflc: Hai long cua khach hang
Ki^m dinh d$ tin cay cua thang do Kiem dinh dp tin cay ciia thang do cho ph^p loai bd cdc bien khdng phti hdp trong md hinh. Thang do dtfdc chap nhan khi h6 so' Cronbach's Alpha ttf 0.6 trd len vd he so ttfdng quan bien long phdi Idn hdn 0.3.
Ke't qua kiem dinh (Bang 1) cho tha'y.
cdc bien deu cd he so'Cronbach's Alpha Idn hdn 0.7 va he so' ttfdng quan bie'n long ldn hdn 0.3, nen cac nhdn td' deu dat yeu cau vd dtfa vao phdn tich tiep theo.
Kg't qua phSn ti'ch nhgn to' kham pha (EFA)
Bang 2 cho thd'y, he sd' KMO Id 0.713 (0.5 < KMO < I). D6ng thdi, ke't qua
kiem dinh Bartlett's vdi mtfc y nghia Sig. Id 0.000 nhd hdn 0.05, cac bie'n quan sat trong long the cd md'i ttfdng quan vdi nhau va chtfng to dtf lieu dung de phdn tich nhdn Id'la hoan loan thich hdp.
Ki^m dinh mo liinh va cac gia thuyd't nghi§n eii'u Bang 3 cho thay, R- hieu chmh bdng .812, nghia la 81.2% stf bien Ihien cua hai Idng khach hang dtfdc giai thich bdi stf bie'n Ihien cua 5 bie'n dpc lap (Khdng gian nhd hang; Nhan vien phuc vu; Quy trinh phuc vu; An loan thtfc pham; Menu da dang). Ngoai ra, kiem dinh Durbin-Watson d = 1.893 (I < d < 3). khdng cd ttfdng quan giffa cac phan dtf.
De kiem dinh cdc cap gia thuyet, tac gia lien hanh h6i quy gitfa cdc bien, gom: Khdng gian nhd hang (KG); Nhdn vien phuc vu (NV); Quy trinh phuc vu
Economy and Forecj
165
Mo hinh
1 (Hinii sol KG NV PV AT Menu
BANG 4: KET QuA PHAN TJCH HOI QUY HgsS^ bdi quy chifa
chu^n hna
P
- 0 463 2S9 .342 .257 .451 308
''50 175
"•ftS 0 9 •>
.081 025
H^s6'h6it]U}' chu^n hoa
158 351 .214 .494 330
.
-1.223 .289 1.291 5.672 2.346 3.872
Sig.
000 043 000 000 ,010 .000
Thd'ng ke da cQng tuyfTn Dung sai I VIF
.042 .045 .247 .269 .257
1.966 1.409 2.887 1,717 1 898 a. Bie'n phu thuoc; HL
(PV); An loan thtfc phd'm (AT); Menu da dang (MN) vdl bie'n phu thudc la hai long ciia khdch hang.
Ttf Bang 4, md hinh hoi quy cd dang nhtf sau:
Y = - 0.463 + 0.289 X,+ 0.342X^ +0.257 X^ + 0.451 X^+0.308 X^
Bang 4 cho Iha'y, trong 5 nhdn id' tac ddng den Stf hai Idng cua khdch hdng khi stf dung dich vu dn ud'ng lai nha hang Tan Qud, ihi van de An loan Ihi^c pham dtfdc khdch hang hai long nha'l, sau dd de'n Doi ngu nhdn vien phuc vu; Menu; Khdng gian va quy trinh phuc vu.
Ke't qua Bang 4 cung cho tha'y, cdc he so' deu Idn hdn 0, nen cd the khdng dinh rang, md'i quan he giffa stf hdi long cua khdch hang dd'i vdi dich vu an ud'ng tai nhd hdng Tan Que cd moi quan hd cung chieu vdi cac nhan to' dtfa ra phan lich. Do dd, cac gia thuye't dtfa ra d^u phu hdp vdi md hinh phan tich.
KET LU^N VA KIEN NGH!
Ket qua nghien ctfu cho thd'y, ca 5 nhan to' de xua't deu anh htfdng tich ci/c tdi Stf hai Idng cua khdch hang khi stf dung dich vu dn ud'ng tai nhd hang Tdn Que, thi xd My Hdo, tinh Htfng Yen theo thtf Itf giam dan, nhtf sau: An loan thtfc pham (p = 0.451); Ddi ngu nhan vien cua Nhd hang (P = 0.342); Menu cua Nha hdng (P
= 0.308); Khong gian Nhd hang (P = 0.289): Quy trinh phuc vu cua Nha hang (p = 0.257).
De nhd hdng Tan Que phdt trien lau ddi va on dinh, ttf ke'l qua nghien ctfu, khao sdt lai Nhd hang, tdc gid de xud't mot sd' giai phdp nhtf sau:
Thff nhd't, Nha hang can thtfdng xuyen duy tri va chu trpng de'n va'n de ve sinh an loan Ihtfc pham cho khach hdng. Ddy Id dieu kien lien quye't giup Nha hdng ton tai va phdt trien ben vihig. Khdch hang ciia Nhd hang chu ye'u la nhtfng ngtfdi cd thu nhdp khd trong khu vi/c, rd't chu trong de'n stfc khde cua minh. Do vdy, bo phan nhap hang
can kiem tra nguon goc thtfc pham trtfdc khi dtfa vao che bie'n, cung nhtf qu> ttinh bao quan thtfc pham, de gitf cho nguyen Ii6u luon tifdi ngon. Lang nghe nhtfng y kien phan hoi ttf khdch hang, sau khi stf dung cdc mdn dn ttf Nha hang, de riit kinh nghiera va dieu chinh khi can thiet.
Thff hai, duy tn dpi ngu nhdn vien phuc vu chuyen nghiep, vi nhdn vien chinh la hinh anh dai dien cho Nhd hang.
Nhan vidn, tnfdc khi bat dau cdng viec, cdn dtfdc ddo tao bdi ban ca ky ndng, phtfdng phap va thai do phuc vu dd'i vdi khdch hang. Nhdn vien can niem nd ddn tid'p khdch hdng, cung nhtf trong thdi gian khdch hang stf dung dich vu an ud'ng, ddp tfng nhu cau can thie't cua khdch hang. De dam bao ngtfdi lao ddng gan bd Iam viec, Nhd hdng can cd che dp Itfdng thtfdng phii hdp vdi clgi ngij nhdn vien phuc vu.
Thff ba, Nhd hang can thtfdng xuyen cap nhdt vd cung cap cac thtfc ddn da dang, phong phii hdn cho khdch hdng ltfa chpn vdi gid phu hdp, chi tang gia neu can thie't. Cap nhdt nhffng mdn dn ngon dtfdc nhieu ngtfdi tfa thich de gitf chdn khdch hdng va thu hiit khach hdng mdi.
Thff tti, khdng gian cua Nhd hang mac dii dtfdc khdch hang ddnh gia hdi ldng.
Tuy nhidn, do Itfdng khdch khd ddng, nen vi6c dpn dep va khijf mui trong phdng van chtfa dtfdc td't, vi the mdt sd' phdng khi khdch vao dn vdn cdn nhieu miii. Do dd, Nha hang can tang ctfdng dpi ve sinh phdng, hut va khu" mui de lao cam gidc de chiu cho khdch hang. Ngodi ra, can tao khdng gian tien nghi, hien dai, tham my vd ve sinh dem lai cam gidc thoai mdi vd stf hdi long cho khdch hang.
Thff ndm, Nhd hang tO^g btfdc Ihie't kequy tnnh phuc vu chuan de dap tfng vd mang lai stf hai Idng cho khdch hdng. Dpi ngu ddt thtfc ddn (order) can nhanh nhen, linh hoat, khi chd't ddn hang cija khdch hdng. Chi khi Nha hdng to chtfc dtfdc quy trinh phuc vu td't, thi nhan vien lam viec cung mdi cd phong each phuc vy chuyfin nghiep va hidu qua.G
TAI LIEU THAM KHAO
I.NguydnNgpcHoaKy (2017). Sifhai long Clia khdch hdng dd'i vdi dich vudn ud'ng irong nhd hdng tai TP. Phan Thie't. Tap chi Kinh te'vd Dubdo, 24. 65-67
2. Fomell. C. (1992). A National Customer Satisfaction Barometer: The Swedish lAperience, Journal of Marketing. 56, 6-21
3 Parasuraman, A . ZeithamI, V.A.. and Berry, L. L. (1988). SERVQUAL: A Muii,,, -.item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing. 64. 1 , 12-40
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