Q U A N T R ! - Q 1 | A N L Y
PHAN TICH SV HAI LONG
CUA KHACH HANG DOI VCfl CONG TAC DICH v y KHACH HANG TAI CONG TY
DIEN LlJC TRA VINH
• NGUYIN VAN TIEN - PHAM VAN MISOL
T 6 M TAT:
Bii viel nh^m xdc dinh, ki6'ni chiJng va phan tich cac nh3n l6 anh hu'dng den su" hiii 16ng cua khdch h&ng, tii d6, de xuS't mot so' ham y nang cao sti hai long cua khach hang do'i vdi chS't lifdng dich t^i Cong ty Dien hie Tra Vinh.
Tir kh6a: S\i hSi 16ng, dich vu khach hang, Dien lu'c Tra Vinh.
1. D$t vS'n dl
Hifn nay. nganh Dien liTc do Nha nu'c5c nam siir doc quyen 100%. Nhifng trong th6i gian tdi, Mf doc quyln nSy se giam dan va tien de'n co phfin hda. giup cho doanh nghiep tu nhan tham gia kinh doanh, nham nang cao hieu qua kmh iloanh ciia Nganh. Cong ty Dien li^c Tra Vinh la cong ty iOO% von Nha mfdc, bao gom 8 Dien life huyfn va thanh pho'. ddng vai tro quan trong
•ning vifc phat kinh t e - xa hpi cua Tmh. Sap tdi.
Cflng ty se len ke hoaeh co phan hda theo chu
"nMngcuaBO Cong Thu'dng. Nhif vay. de ton tai
"S phai trien trong moi tru'dng canh tranh. Cong 'y^Difn lu'c Tra Vinhcanquan tam nhieu lidn niJa
•len mtfc do hai long cua khach hang do'i vdi cflng tic dich vu cua minh. NhiJng nghien ctJu ve
^'ac\eu to anh ht/dng d6'n sif hai long cua khach hangiJfi'i vdi chat lu'dng dich vu la rat can thiet
^a hihi Ich cho Cong [y Dien lyc Tra Vinh. Tuy
"Jii^n. cho den nay, chifa cd cong trinh nghien
cu'u nao phan lich sif hai long cua khach hang dd'i vdi cha't lifcfng dich \u lai Cdng ty Dien life Tra Vinh. Xua't phat tif nhiJng ly do tren, chting tdi lifa chpn de tai "Phan tich su" hai long ciia khiieh hang dd'i vdi cdng tac dich vu khach hiing tai Cdng ty Dien life Tra Vinh", nh^m danh gia va kiemchiJng cac >e'u to'anh hifdng de'n sif hai long cua khach hang do'i vdi cha't lu'dng dich vu.
Tren cO sd dd, de ra mpt so' giai phap hiJu ich gilip Cdng ty Dien life Tra Vmh ndi rieng vii cac cdng ty kinh doanh khac ndi chung nang cao sif hai long cua khach hang dd'i vdi cha't lifdng dich vu. vdi muc dich cud'i cung la tang hieu qua san xua't - kinh doanh.
2. Cdsd h' thuyet va mo hinh nghien cu'u 2.1. Ccf sd ly thuye't
Sd hai long cua khach hang: Sif hai long cua khach hang la mdt ndi dung chu ye'u trong hoat dpng kinh doanh. do dd cd rat nhieu chu de, .sach bao khoa hpc da xua't ban ve de tai nay. Bao cao
TAP Cll cone Tiiloiie
Clia Spreng \a cdng stf. stf hai long cQa khach h.ini; du'de xem la nen tang trong khJi niem cua marketing ve viec thda man nhu cau \ J mong ifdc cua khach hang. Sif hai long ciia khach hang la phan u'ng ciia hg \ c su" khac biet cam nhan giiJa kinh nghiem da biet \a sif mong ddi [7]. Nghia lil. kinh nghiem da biet ciia khach hang khi su' dung mpl dich \ u va ket qua sau khi dich vu difdc cung ca'p.
Cha't lifdng dich vti: Theo Parasuraman va cdng Slf. chat lifdng dich vu phan Idn bat nguon lif ITnh vu'c sdn xua't hang hda. Irong dd c6 3 dac diem dien hinh nhu'.sau: Tluinbcii. dd la hau het Ciic loai dich vu la \d hinh. khdng the dem. do lu'dng. dtf trtJ. diing thii va nhan xet tnfde khi ban de biio d.im cha'l lu'dng; Tbd bai. dd ta dich vu mang linh khdng ddng nhat, qua irinh cung cap
\a SlJ dung djch \u khiic nhau giifa nha cung ca'p nay \di nha cung ca'p khiic. giCJa khach hang nay vdi khiieh hang khiic va giiTa luc na> vdi liic khac; Thdba. dd la qua trinh sdn xua't va tieu thu Clia nhieu loai dich vii lit khong the liich rdi nhau Parasuraman va cac cpng sif [6] da xay du'ng ihang do trong iCfng linh vifc dich vu. theo dd bat ky dich vu cha't lifdng nao cung dtfdc khdch hang cam nhan difa tren 10 thanh phan, gdm: tin c a \ . dap d'ng. nang Itfc phue vu. kha nang iie'p Ciin. phong cdch phiic vu. thdng tin, lin nhiem. an loiin, hieu bie't khach hang va phu'dng (ien hiTu hinh.
Niiii\cn Dinh Thp (2007). difa tren dinh nghia tniyen thd'ng \ c cha't lu'dng dich \u cua Parasuraman (1991), da \;i\ dtfng thang do SERVQUAL cudi cung de danh gia chat Itfdng djch
\u gdm 22 bien tliudc 5 thanh phan. dd la. phu'dng ticnhiluhinh.dd tin cay. Slf dambao, nang life phue vu \ j Slf cam Ihdng. de do lu'dng chat ltfdng ky
\ ong \ il dich \ u cdm nhan cua khach hang.
2.2. \to hinh nghien cihi
Nhu' \ a \ . difa vao lap luan tren. iiic gia si}
dung khung gia thuye'l 5 thiinh phan de do lu'dng chal lifdng dich NU khach hang tui Cdng i> Dicn life Tra Vinh nhUsau iHl t phu'dng tien hiJu hinh.
(H2)dd tin cdy. iH.^lstf dam bao. 1H4) kha nang diip lfng \:i (H5) sir cam thdng. (Hinh 11
Hinh I: Mo hinh nghiSn ctfu dS xud't
( Kha nang dap iing
Cac nhan td'trong md hinh dtfdc giai thich nhtr sau:
- Phifdng lien hu'u hinh: Tap trung vao cdc y6'u Id' ve nhiJng mat dien mao ciia dich vu nhtf thS' hien qua ngoai hinh, trang phue ciia nhiin vi6n phue vu, cdc Irang thie't bi hd trd cho dich vu. cd sd vat chii'l, edch an mac cGa nhan vien.
- Dp tin eay: Dtfdc dinh nghTa la kha ndng cung cap dich vu nhtf da hiJa mot each dang tin cay vii xac dang. Dd lit viec giif ldi hiJa ve cung ca'p djch vu, gia ea, giai quye'l khie'u nai, than phien cua khach hang, ndi ien kha nang thifc hien dich vu phil hdp va dung thdi han ngay lan dau lien.
- Stf dam bao: Ndi len sif mong mud'n va sdn sang eiia nhan vien trong viec cung cS'p cdc djch vu cho khach hang, lien quan de'n kha nang bdo dam Slf an loan cho khach hang, the hien qua sif an toiin ve vat cha't, tin chinh, cung nhtf bdo mat thdng lin.
- Kha niing dap u'ng la kha nang phue vu bieu hien khi nhan vien tie'p xuc vdi khach hang, nhan vien tnfc Iiep thifc hien dich vu, kha nang nghien cii'u de n^m bdt thong tin lien quan can thiet cho viec phue vu khach hang, lam cho khach hang tin cay vao cdng ty. Kha nang nay the hien qua danh tieng Clia cdng ty. nhan each cua nhan vien phue vu giao liep irifc tie'p vdi khath hiing.
- Slf cam thong lien quan de'n viec tao mgi dieu kien de dang chu khach hiing trong viec tiep can vdi dich vu. nhtf nil nga'n thdi gian chd ddi cua khdch hiing. dia di^m phuc vu vit gid md ci^a thich cho khach thuan ldi cho khach hiiiiii r;.
190 So 2-Thang 2/2020
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hans hi^u biet de dang va lang nghe ve nhiJng van de lien quan de'n hp nhif giai thich dich vu, chl phi, gi3i quyet khid'u nai thac mac. The hien qua khS ndng hieu bie't va nd'm bat nhu cau cua khach hang thong qua viec tim hieu nhCTng doi boi Clia khdch hang va quan tam den ca nhanhp.
3. Phifrfng phap nghien cii'u
Nghien cu'u tap trung vao khao sat ve cac yeu to chli yeu tde dpng den sif hai Idng ciia khach hing doi vdi chS't Iifpng dich vu tai Cdng ty Dien life Tra Vinh. De dam bao tinh khoa hgc, nghien ClJu thifc hien qua 2 bifdc la nghien ciJu sd bd va nghien ciJu chinh thu'c, cu the nhif sau:
Nghien ciJu sd bg: Trifdc khi tie'n hanh nghien Clhl chinh thli'c, cdc cudc khao sat da du'de thifc hifn vdi 20 khdch hang nham phdt hien ra nhtJng ihieu sdt irong thie't ke bang cau hdi. nhu'ng ndi dung c6n thiS'u phdi bd sung, ddng thdi siJ dung kJ thuSl thao luan nhdm, chuyen gia de hieu chinh. b^ sung cdc bie'n quan sat nhdm xay di/ng nhiTng tieu chi ddnh gia, chinh sii'a, loai bd hay b^sungcau hdi phue vu cho qua trinh nghien cu'u dinh lu'dng. Kel qua ciia bifdc nay la xay diJng diTcfc mgt bdng cdu hdi dung cho nghien cu'u chinh Ihiic.
Nghien ciiu chinh thtJc: Du'de thtfc hien bang phifdng phdp nghien ciJu dinh lu'dng tie'n hanh ngay khi bang cau hdi difdc chinh siVa tCf ke't qua nghian ClJu sdhd. Nghien ciJu nay khao sdt trtfc li^'p khach hang nhdm thu tliap dii' lieu khao sat.
Doi ttfdng khao sdt la mot so'cdc khach hang cua Cfing ty Dien life Tra Vinh. Muc tieu nhdm kiem djnh lai cdc thang do trong md hinh nghien ctiu.
dayUbifdcphan tich chi tie't cac dir lieu thu thiip di/tfc thdng qua phie'u dieu tra gu'i cho khach hang df xdc dinh mu'c do tac dgng ciia cdc bie'n ddc ISpdtfi vdi sir hai ldng cua khach hang.
4. K£l qua nghidn cii'u 4.1. Md td mau nghien cdu
TrongSOOngifdi tham gia tra Idi cau hdicd45 ngitili tra Idi cd ngu'di than trong gia dinh lam nhin vien cua Cdng ty Dien life Tra Vinh va cd 27ngirdi trd ldi cd thanh vien trong gia dinh lam fihSn vien trong Cdng ty cd phan Dien Ndng thdn.
tio d6 biloai la 72 ngtfdi (72 = 45+27) de tranh
cau tra ldi thien \i lam sai lech ke't qua. Cdn lai 428 phieu sau khi thu thap va kiem Era cd 79 phieu bi loai bd do cd nhieu d bo trd'ng chtfa tra ldi va tra Idi chifa dat yeu cau. Vi vay, kich thifde mau cud'i ciing la n=349.
Ket qua ihd'ng ke md ta. trong 349 ngifdi tham gia khao sat. ty le giffa nam va niJ khdng cd sif chenh lech nhieu. cti the cd 172 ngu'di tham gia khao sat cd gidi tinh la nam (chie'm ty le la 49.3%) vil 177 ngu'di la nif (chiem ty le la 50.7%).
4.2. Ddnh gid dQ tin cdy cua thang do Ke't qua Cronbach's Alpha cho thang do do tin cay cd he sd'Cronbach's Alpha bang .853. cac he sd'tu'dng quan bien tdng deu ldn hdn .50. Qua ke't qua phan tich cho tha'y. thang do Dp tin cay Id phu hdp de du'a vao md hinh.
Ket qua Cronbach's Alpha cho thang phifdng tien hiJu hinh cd he so' Cronbach's Alpha bdng .876, cdc he so'tu'dng quan bien tdng deu ldn hdn .50. Qua ke'i qua phan tich cho tha'y. thang do Phu'dng tien hu'u hlnh phu hdp de du'a vao md hinh.
Ke't qua Cronbach's Alpha cho thang do "su' dam bao" cd he so'Cronbach's Alpha bdng .878, cac he so' tu'dng quan bie'n tdng deu Idn hdn .50.
Ke't qua cho tha'y sif dam bao phii hdp de difa vao md hinh.
Ke't qua Cronbach's Alpha cho thang do "su"
cam thong" ed he sd Cronbach's Alpha bdng .859 cac he sd'tu'dng quan bie'n tdng deu Idn hdn .50.
Qua ke't qua phan tich cho tha'y thang do sif cdm thdng la phu hdp de du'a vao md hinh.
Ket qua Cronbach's Alpha cho thang do "kha nang ddp iJng" cd he so'Cronbach's Alpha biing .897 cac he so' tu'dng quan bie'n tdng deu Idn hdn .50. Qua ket qua phan tich cho tha'y kha nang dap ii'ng la phu hdp de du'a vao md hinh.
Kef qua Cronbach's Alpha cho thang do "sif hai Idng" cd he so'Cronbach's Alpha bang 888, cac he so' tifdng quan bie'n tdng deu Idn hdn .50.
Qua ket qua phan tich cho tha'y. thang do stf hai Idng la phu hdp de difa vao md hinh.
4.3. Phdn tich nhdn tdkhdm phd EFA Ke't qua phdn tich nhan td cd he ,sd KMO = 0.875O0.5) cho thay phan tich nhan td EFA la
TAP CIJ CONE TlldNG
thich hdp. He sd tai nhan to'cua ta't ca cic nhan td deu Idn hdn 0.5. .Mdc >' nghia ctia kiera dinh Bartlett's cd Sig. = 0.000 f<0.05). chiJng to cic bie'n quan sdt cd tu'dng quan vdi nhau trong long the. nen d do tin ca> 95''^ cac bien quan sit cd tifdng quan vdi nhau trong tdng the va hoan toan phil hdp vdi phan iich nhan to'. (Bang 1)
Bang 1. KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure
of Sampling Adequacy.
' Bartlett's i Test of I Sphericity
Apprax. Chi-Square Df
1 Sig.
4.4. Phan tich tUdng quan
Tir ke't qua Bang 2 ta tha>. he so tu'dng quan giiJa cac thanh phan nhd hdn 0.8. \"\ \ d \ . cac thanh phan do tin cd>. phifdng tien hifu hinh. sif cam thdng. sif dam bao. kha nangdap tfng khdng cd hien tu'dng da cdng luye'n.
square/df= 2 534 (2 < 2.534 <3). TL1= D.90I (= 0.
9). CF1= 0.911 (>0. 9), RMSEA= 0.066 (<0.07).
deu dat yeu cau theo chi tiSu phan tich.
Gid tri P-value cua DTC. PTHH. SCT, SDB.
KNDU deu <0.05. Nen cac bien nay d^u anh hifdng de'n SHL. ben canh dd. cdc trpng so'chu'a chud'n hda mang dd'u difdng cung cho thdy cac bidn DTC. PTHH. SCT. SDB. KNDU anh htfdng ti 16 thuan d^'n SHL. Vi vay. cac gia thuye't trong md hinh nghien ctJu deu thda man ve mdt y nghia thd'ng ke. Hinh 2 du'de xem la tdt va phti hdp vdi dil lieu nghien cii'u.
Thdng qua Bang 3 cho thay. cac he sd "dp lin cay", "phtfdng tien hiJu hinh". "suf dam bdo", "sir cam thdng" va "khd ndng ddp d'ng" cd sif dnh hu'dng cting chieu den sif hai long ciia khdch hang ddi vdi chat lifdng dich vu khdch hdng tat Cdng ty Dien life Tra Vinh, nen cdc gia ihuydt ttf HI den H5 deu difdc chd'p thuan vdi dp tin cay 95%.
Trong dd, "PhiTdng lien hifu hinh" cd tde ddng manh nha't vdi he so' da chuan hda dat 0.264 va
"Do lin cay" ed tac ddng tha'p nha't vdi he sd da chuiin hda la 0.165.
1
DTC
SDB
STC
KNDU Tquan Sig Tquan Sig Tquan Sig Tquan Sig Tquan Sig
Bang 2 1
1
-
Ma tran DTC
1
.336 .000 .126 .018 .191 .000 .307 .000
tucfng quan giiTc PTHH
.336 .000 1
.202 .000 .366 .000 .443 000
c d c thdnh p SDB
126 .018
1
.202 .000
\_
154 .004 .186 .000
hfin
STC 191 .000 .366 .000 .154 .004 1
: :
-
KNDU .307 .000 .443 .000 186 .000 .299 .000 .299
.000 1
4.5. Phan tich cdu trtic tuyen tinh SE.M Ket qua phiin ticti SLM co the ntji tang, mo hinh phu hop vdi dff lieu nghien cffu. \i Chi square cd P=0.000 iChi square = 744 S54i. Chi
Qua liet qua phan tfch mo hlnh ca'u trilc tuyg'n tinh a tren. ne'u mud'n nang cao sff hii long cua khach hang doi vdi chat luang dich vij khach hiing tai Cdng i> Dien lijc Tra Vinh, cin nang
192 So 2-Ttiang 2/2020
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B d n g ^ J < e t qud SEIUI c i j a nno hinh chdt IUdng d|ch vti
MS (JUKI hj tuong quan glOa cac nhan to HO so chua chuan hda S.E. CR. H§ so ohuSn hda ^ SHLLONG
•SHLLONG SHLLONG ' SHLLONG SHL
DTC PTHH SDB KNDU SCT
142 2.875
216 181 178
Hlnh 2: Md hlnh phan tich cau ttuc luygn tinh SEM
0.165 0.264 0.201 0.218 0.183
P 004 000 000 .000 .001
Chi-square = 744.854, IFI= 0.911 CFI=0.911.TLI=0.901,RMSEA=0.0 Degrees of freedom = 294 Probability level = 000
cao deu c;ic nhdm nhan to' nhff "Do tin cay".
"Phirong lien hffu hlnh". "Sif dam bao", "Sifcam tliong" va "Kha nang dap t?ng". \1 cac trgng so' ii chuan hda nav chenh lech vdi nhau khong
nhieu. Ngoai ke't qua phan tich md hlnh ca'u triic tuye'n tinh, lac gia cdn phan ifch them cdc kiem dinh nhff Independent samples T-Tesl theo gidi tfnh, kiem dinh .Anova \ e sff hat long theo dp
TAPCIICBIIGTIftfRS
ludi. kiem dinh .Ano'.a ve -^u" hai long theo thdi gian Slf dung.
4.6. Phdn tich stf khac bift
De kicm dinh xem si/ hai Idng doi vdi chat Iifdng dich \ u giUa nam \ a nil cd khac nhau ha>
khdng. lac gia su'dung phu'dng phdp T-Test. ket qua Sig = 0.000 < 0.05 nghia la phifdng sai ciia cac nhdm khdch hang theo dp gidi tinh khdng dong nha't vdi dd tin cay 95''f. Kiem djnh su'bang nhau cua phu'dng sai: Sig = 0.000 < 0.05. Kiem dinh Slf bdng nhau cQa trung binh: Sig. = 0.000<
0.05. Do dd mifc dd hai ldng dd'i vdi chat lirpng dich vu ciia nam \d ntJcd ^u" khac biel nhau.
Kiem dinh sif khac nhau ve sif hai long theo dd ludi cua khdch hang: kdt qua ihu du'de sig = 0.000 < 0.05 nghia Id phu'dng sai ciia cac nhdm khach hang iheo do tudi khdng ddng nha't \di do tin c;i\ 95*7r.Tiep tuc lien hanh kiem dinh Anova
\di thanh phan sir hai Idng thu du'de kel qua gia in Sig cua bien quan sdi sif hai Idng h^ng 0.000 nhd hdn 0.05. Nhu'\a\ cd sif khac biet \ c gia tri Irung binh ciia bien sir hai Idng hay cd sif khac nhau trong ddnh gia vc bie'n quan sat nj> ciia cac nhdm khdch hang du'de ehia theo do ludi \di dd tincd) 95^'c
Kidni dinh sif khde nhau theo thdi gian siy dung Clia khach hang \ e stf hdi Idng {sd dung kiem dinh Tukc>). Ke't qua. cac cdp nhdm so sanh cd gid trj sig nhd hdn 0.05. Nhu'vd\. vdi dd tin cay 95*^. ket ludn cd sU kh.ic biet trong ddnh gia \ e ihanh phan quan sji sir hai Idng cua khach hiing \a sirhdi ldng ciia khdch hanged khac nhau dtra tren thdi gian sii dung dien.
5. K&'t luan
Nghien Clfu cho thay. Cdng t\ Dien life Tra
\ inh da Iam td't cdng ldc cham sdc khdch hang.
Hdu het c\c thang do deu du'de khach hang danh gid cao. Dieu nay da the hien sir cd gang \a nd life Clia ban lanh dao cung nhif toan the nhan \ien Cdng t>. Ddi vdi khdchhang. nhan vien >an sang gilip dd \d tao dicu kien thuan ldi nhat. nhdm phue \u khdch hang ngay mdt idi hdn. Cac chinh sdch. cung nhif chifdng trinh chdm siic khdch hang difdc thifc hien da\ du va kha hifu ich Nhifng thay ddi Hen quan den cdng tac dich vu deu du'de
thdng bdo rd rang. Cdng ldc trdc siXa chffa dign.
bao tri, cai tao, \ a \ difng nidi du'de thtfc hi^n thtfdng xuyen nhSm han che td'i da vice ddng cdt dien. siia chffa dien cho khdch hang iudn sdm hdn thdi gian dff kien.
Hdm y qudn trj:
Dd'i vdi thanh phan ve "Do tin c3y" cd (P- value= 0.000 < 0.05) cd tac ddng den sir bien thien ve miJe do hai long ciia khaeh hang vdi chat Iffdng dich vu, he so'chua'n hda la 0.165. Cd tde ddng ye'u nha't den sff hai ldng ciia khdch hdng.
Do dd, Cdng ty Dien lffc Tra Vinh can thifc hien td'i hdn nffa cam ke't ciJa minh dd'i vdi khdch hdng.
Khi cd thay ddi ve lich tam ngifng cd'p didn, lich ghi chl so', gia dien....Congty phdi thdng bdo vdi khdch hang sdm hdn niia.
Ddi vdi thanh phan "Sff cam thdng" tac ddng ddn sir bien thien ve mffc dd hdi Idng cua khdch hiing vdi eha't Iffdng dich vu cd he so' chuan hda la 0.183 cho iha'y nhdm nhdn td'nay cd tde ddng tifdng do'i yeu den sff h^i long cua khdch hdng.
Do dd, Cdng ty Dien lffc Tra Vinh can thffdng xuyen tap hud'n cho dpi ngO nhan vien, kidm tra sdt hach quy trinh giao tiep khiieh hang dd'i vdi nhffng nhan vien thffdng xuyen lam viec trtfc tiep vdi khdch hang: phai ludn lang nghe va hieu dffdc nhu cau ciia quy khach hdng.
Dd'i vdi thdnh phan "Sff dam bao" tde dpng ddn sff bien thien ve mffc dd hai long cua khdch hang vdi chd't Iffpng dieh vu cd he sd'chu^n hda Id 0.201 cho tha'y nhdm nhan td'nay cd tde ddng urdng dd'i manh de'n sif hai ldng ciia khdch hang. Do dd. Cdng ly Dien life Tra Vinh can duy tri va phat huy hdn nffa trong viec nang cao trinh dd chuyen mdn, tao mgi dieu kien de cho nhdn vien hoe tap ndng cao trinh dp, cd du kien thffc chuyen mon xff ly khi cd tha'c mac hay khieu nai.
Thanh phan "kha nangdap ffng" la mpt trong nhffng nhdm yeu tdcd tac ddng tffdng dd'i manh
!di sff hai Idng cua khach hang. Do dd, Cdng ty Dien Itfc Tra Vinh can duy tri va phat huy hdn nffade tang mffedd hai Idng dd'i vdi khdch hang.
Mudn dffdc nhtf the, Cdng ty can phai cd dpi ngfl nhan vien chuyen nghiep. ludn ddt ldi ieh eua
194 So 2-Thang 2/2020
QUAN TRj-QUAN IY
cong Mec Ien tren, khdng dffdc ldi dung chffc vu, qujen han sdch nhieu khdch hang.
D^i vdi Ihdnh phan "phffdng tien hffu hinh" cd hi- SiJ chuan hda la 0.264 cd tac ddng manh nha't ldi Slf hdi Idng cua khach hang. Do dd. Cdng i\
Di?n life Trd Vinh can chii y thffdng xuyen mua sim vd sii'a chffa na ng ca'p cd sd va t chat da y du.
trang thiet hi va mdy mdc hien dai. Cap nhat va [nfng bay cdc sdch anh, tai lieu ciia Cdng ly cd lien quan den dich vu nhieu hdn.
N'yojira.sifhdi Idng ciia khdch hang cdn anh hudng ddn gidi tinh, tudi tac va thdi gian sff dung di^n. Qua phan tich ke't qua cho tha'y, nhdm khich hiing nff cd sff hai ldng cao hdn nhdm khich hdng nam. Nhffng ngffdi cd thdi gian sff (jungdi^n lau thi mffc dp hai ldng cao hdn ngifdi c6 thtii gian sff dung dien it vd nhffng ngffdi Idn iu^icdsff hai long cao hdn nhffng ngffdi nhd tudi.
Qua 66, c^n cd nhffng chinh sdch cho nhffng nhiSm n;iy nhff sau.
• Ddi vdi nhdm gidi tinh: Tai khu vffc tinh Tra Vmh. ngffdi phu nff da so' la nghe ndi trd, budn bin. n£n thffdng xuyen lam viec vdi nhan vien ngiinh Di§n. Cdn nam gidi da so' di lam. it cd
thdi gian lam viec vdi Dien lffc, nen hg it hai long hdn. Do dd nganh Dien nen phdt hu\ diem manh nay.
- Dd'i vdi nhdm tudi va nhdm thdi gian sff dung, can tdng eu'dng lam viec vdi nhffng ngifdi tre tudi. cd thdi gian sff dung ngan. bdi vi dd la nhffng khdch hang iiem nang. cd the dem lai nhieu ldi nhuan eho cong tac sdn xua't kinh doanh.
Tdm lai, ndu mud'n nang cao stf hiii ldng cua khdch hang dd'i \di cha't lu'dng dich vu khiieh hang tai Cdng l\ Dien Iffc Tra Vmh. can nang cao deu cdc nhdm nhan id. nhff; "Do tm cay"-
"Phffdng lien hffu hinh". "Sff dam hao", "Sff cdm thdng" vd "Khd nang dap ffng", vi cdc trpng so'da chuan hda nay chenh lech vdi nhau khdng nhieu.
Dd'i \di nhffng khdch hang la nam. khdch hdngcd thdi gian sff dung dien ngiin, nhffng khdch hang tre tudi. can mem deo hdn trong giao tiep. Ben canh dd, cdng tde ldp ddng hd dien mdi. sffa chffa dien nen ldp ddt dting hen hodc sdm hdn dff kidn va cung thffdng \ u \ e n phdt td rdi tuyen truyen cdng tae tiet kiem dien. sff dung dien an todn cho cac khdch hang ndy •
r\I L1£U THAM KHAO:
Tifng Vi^t
I. Le Hodng Duy (2009), Ddnh gid chci'l luong dich vu the ATM cua Ngdn hdng thucmg mgi cdplidn Ngoai ihUcmg Chiniidnh TP. Hc> ChiMinh. ludn vdn Ihac st. Dai bgc Kinh te'TP. HS Chi Mmh.
-• Tr&n Hong Hdi (2014). Ngliien cdu cdc nhdn id dnh hudng den sU hdi long cua khdch hdng sii dung d(ch vu (W ATM cua Ngdn hdng itiuong mat cdphan Ngogi Thuong chi nhdnh VTnh Long, lugn van ihac si. Dgi hgc Tdi chinh - Marketing.
3 Dd Tien Hoa (2007). Nghien ci'fu su hdi Ic'mg cUa khdch hdng doanh nghiep ddi vdi sdn phdm. dich i /( Ngdn hdng HSBC. chi nhdnh Thanh phd Ho Chi Mmh. lugn van thgc si. Dai hgc Kmh le TP.Ho Chi Minli.
I Vd Sguyin Khanh (2011), Ddnh gid sif hai long ciia ngifcti ddn ddi vdi dich vu hdnh chinb cdng khi Ung dung uiu chudn ISO iai 0\ ban nhdn dan qudn ! Thcmh phd Ho Chi Minh. ludn vdn ihac si. Dai hoc Kinh te TP. Ho ChiMinli.
S- Binh Thi Huong Lan (2012). Nghien cdu sif hai Ic'mg ciia khdch hcmg sd dung dich vu hUu eliinh mi Bifu cli(m
^^ni\ phd Dd Ndng, lugn vdn thgc .si. Dgi hgc Dd \dn'^
Ttr eil cine iinNG
Tieng Anh
6. Parasuraman .A.. Valane Zeithaml & Leonard Berry (19S5). A Conceptual Model af Service Qualiiy and lis Im- pbcalionfor Funher Research. Journal of .'>larU-iing. 49 (Fall) 41-50.
7. Zeilhaml V.A. & M J. Bitner. 2000. Ser\ icc ^ Marketing: Integrating Cusiomer Focus Across lhe Firm. Irwin McCraxv- Hill.
Ngii> nhan bai: 12/1/2020
Nga> phan bi?n danh gia ^a su'a chffa: 22/172020 Nga> cha'p nhfin dang bai: 2/2/2020
Thong lin tde gid:
l . N ( ; r v f : N VAN TIEN
Giang vien, Thac sT toan. Trff&ng Dai hgc Tra Vinh 2. PHAM \ AN NHSOL
Thac sT quan trj kinh doanh, nhSn vien Cong ly Dipn lffc Tra Mnh
ANALYZING THE SATISFACTION OF CUSTOMERS WITH THE CUSTOMER SERVICES
OF TRA VINH ELECTRICITY COMPANY
• Master. NGUYEN VAN TIEN Lecturer, Tra Vinh University
• Master. PHAIVI VAN MISOL Tra Vinh Electricity Company
ABSTRACT:
This arucle is to idenlify. verify and analyze the factors affecting customer satisfaction, Ihereby proposing some implications to improve the satisfaction of cu.stomers with Tra Vinh Electricity Company's service*-.
Ke\ nords: Sjiistjciion, customer service, Tra Vinh Electricity Company.
196 So 2 - Thang 2/2020
