TAP CHi CdNG THirdNt
PHAN TICH DANH GIA MlfC DQ HAI LONG CUA KHACH HANG Si/ DUNG DIEIN
BANH THI HONG LAN
TOM TAT:
Mdt trong nhu'ng thifdc do quan trpng danh gia sif cai thien ve mpi mat cua mot to' chii'c, doanh nghiep la su" hai long khach hang, nhii'ng ngifdi trifc tiep hoac gian tie'p suf dung san pham cua to chu'c, doanh nghiep. Trong giai doan 2012 2015 va dinh hifdng de'n nam 2020, Tap doan Dien life Viet Nam (EVN) nhan manh de'n viec nang cao chat lifdng dich vu khach hang. Viec xay difng rad binh de danh gia mu'c dp hai long cua khach bang suf dung dien la dieu can thie't de cac Cong ty dien life dieu chinh cac boat ddng cua minh. Bai vie't tdng hdp va he thd'ng hda cd sd ly thuyet ve danh gia mu'c dp hai long cua khach bang va khach hang su" dung dien, tuf dd nghien cu'u xay md hinh danh gia mu'c dp hai long cua khach hang suf dung dien.
Tuf khoa: Md hinh, hai long, khach hang suf dung dien.
1. Gidithidu
Vdi Id trinb phat trien thi tru'dng dien Viet Nara da du'dc Chinh phii phe duyet, dif kien de'n nara 2024 thi tru'dng ban le canh tranh se hoan chinh, cac Cdng ty dien life se phai dd'i dien vdi su'c ep canh tranh hoan toan khac vdi mdi trifdng kinh doanh hien tai.
Viec nghien cu'u danh gia mu'c dp hai long eua khach bang suf dung nhii'ng dich vu bu\i ehinh, viln thdng, ngan hang... da difde thu'c hien kha nhieu.
Tuy nhien, vdi dac thii rieng cua nganh Dien nen trifdc day van de nay chifa thu'c sif difdc quan tam thich dang. Vdi mong mud'n chat lu'dng phuc vu difdc nang cao, eac Cdng ty dien life thifc sif can cd nhifng nghien cim danh gia khach quan phan hdi tif phia khach hang de cd nhii'ng dieu ehinh thich hdp trong phuc vu khach hang su' dung dien, dap u'ng nhu eau ngay cang cao ve sd lu'dng va chat lu'dng eung cap dien tif cae Cdng ty dien life. Danh gia
mu'c dp hai long cua nhdm khach hang suTdung dien khdng chi cd y nghia vdi mot Cong ty dien life ma cdn cd the cho phep so sanh danh gia giffa cac Cdng ty dien life, la kenh tham khao can thiet trong xe'p hang cac Cdng ty dien life trong kinh doanh, phuc vu khach hang.
2. Ctf sd ly thuyet ve danh gia mtfc d6 hai long cua khach hang
2.1. Khdi niem sU hdi long cua khdch hang Cd nhieu quan diem danh gia khac nhau ve sii hai long cua khach hang. Sif bai long cua khach hang la phan u'ng cua hp ve sif khac biet cam nhan giila kinh nghiera da bie't va sif mong ddi [!]•
Nghia la, kinh nghiem da bie't cua khach hang khi suf dung mot dich vu va ke't qua sau khi dich vu difdc eung cap. Cu the nha't, sif hai long cua khach hang la tam trang, cara giac cua khach hang ve mot cdng ty khi sif mong ddi cua hp difdc thoa man hay dap iJng vu'dt mu'c trong sudt vdng ddi cua san 284 So 13-Thdng 10/2018
KINH DOANH
pham hay dich vu. Khach hang dat difdc sif thda man se ed dufdc long trung thanh va tie'p tuc mua 'san phara eua cdng ty. [2]
Mot ly thuye't thdng dung de xem xet sy hai long cua khach hang la ly thuye't "Ky vpng Xac nhan". Ly thuye't du'dc phat trien bdi Ohver (1980) va difdc diing de nghien cu'u sif hai long cua khach hang dd'i vdi cha't lu'dng cua cae dich vu hay san pham cua mot td chu'c. Sif thda man di de'n sif hai long eua khach hang chinh la ke't qua eua sif so sanh hieu qua raa dich vu nay mang lai gitfa nhii'ng gi ma hp ky vpng trufdc khi mua dich vu va nhiing gi ma hp da nhan difde sau khi si( dung nd [3].
2.2. Mot so'mo hinh ddnh gid sU hdi long cua khdch hdng
2.2.1. Mo hinh ddnh gid chdt lupng ky thuat chac ndng cua Gronroos (1984)
Theo md hinh nay, chat lu'dng dich vu du'dc danh gia bang each so sanh giiJa gia tri ma khach hang mong ddi tnfdc khi suf dung dich vu va gia tri ma khach hang nhan du'dc khi siJ dung dich vu.
Van de nghien cu'u: Chat lu'dng ky thuat va chat lifdng chu'c nang anh hifdng the nao tdi dich vu cung cap va khach hang cam nhan ve nhii'ng ye'u to' do ra sao? De do lu'dng chat lu'dng dich vu, Gronroos difa ra 3 tieu chi, gdra: chat lu'dng ky thuat, chat lu'dng chu'c nang va hinh anh. Hinh anh la ye'u to' rat quan trpng, difde xay difng chu ye'u difa tren chat lu'dng ky thuat va chat lu'dng chu'c nang cua dich vu. Ngoai ra con mot sd ye'u td khac, nhtf: truyen thd'ng, truyen mieng, chinh sach gia, PR. [5]
2.2.2. Mo hinh khoang cdch chdt luang dich vu cua Parasuraman vd cong sU (1985)
Parasuraman va cdng suf (1985) cho rang:
"Chat lu'dng dich vu la khoang each gi\ia sif mong ddi (ky vpng) cua khach hang va nhan thu'c (cam nhan) cua hp khi da suf dung qua dich vu ".
Van de nghien ciJu: Lam the nao do lu'dng khoang each cac cap dp khac nhau bang viec s\i dung mdt cdng cu do lufdng tieu chuan? Cac ye'u to nao tae dpng tdi cae khoang each dol Cd sif khac nhau ve khoang each gii?a cae nganh cdng nghiep khdng? Md hinh chat lu'dng dich vu du'dc xay du'ng du'a tren phan tich cac khoang each chat lifdng dich vu. De'n nam 1988, md hinh nay
difdc dat ten la rad hinh SERVQUAL, diing de danh gia cara nhan ciia khach hang ve chat lu'dng dich vu va riit bdt 10 dac tinh cha't lu'dng dich vu thanh 5 dac tinh cha't lu'dng dich vu (tin cay, dap iJng, nang life phuc vu, ddng cara va phifdng tien hilu hinh) [1].
2.2.3. Mo hinh tdng hpp cua Brogowicz vd cong su(1990)
Khoang each chat lu'dng dich vu ed the tdn tai ngay ca khi khach hang chu'a he suf dung dich vu nhifng dtfdc nghe ngifdi khac ndi ve dich vu do, hoac nghe qua quang cao hay cae phu'dng tien truyen thdng khac. Dieu can thiet la phai gan ke't difdc nhan thu'c eua khach hang tiera nang ve chat lu'dng dich vu eung cap vdi nhan thu'c thifc te eua khach hang ve chat lu'dng dich vu sau khi hp da sd dung dich vu. Md hinh nay tich hdp khung quan ly truyen thd'ng, sif thie't ke - van hanh dich vu va cae boat ddng marketing. Muc dieh eua md hinh la xac dinh cae khia canh lien quan den chat lu'dng dich vu trong khung quan ly truyen thd'ng ve viee lap ke hoach, thifc bien va kiem soat [7].
2.2.4. Mo hinh ddnh gid dua tren ket qud thUc hien cua Cronin Taylor (1992)
Cronin va Taylor (1992) da nghien cu'u cac khai niem, phifdng phap do lifdng chat lifdng dich vu va mdi quan he vdi sif hai long ciing nhif thien chi mua hang ciia khach hang, tif dd du'a ra ke't luan rang ye'u to' nhan thu'c la cdng eu dif bao tdt hdn ve chat lu'dng dich vu [6].
Cronin Taylor (1992) vdi rad hinh SERVPERF, cho rang mifc dp cam nhan eiia khach hang dd'i vdi viee thifc hien dich vu cua doanh nghiep phan anh td't nha't chat lu'dng dich vu. Theo md hinh SERVPERF, thi: Chat lu'dng dich vu = Mu'c dp cam nhan.
Bp thang do SERVPERF cung s\i dung 22 mue phat bieu tifdng tif nhif phan hdi ve cam nhan eua khach hang trong rad hinh SERVQUAL, bd qua phan hdi ve ky vpng.
2.3. Xdy dUng mo hinh ddnh gid mdc dp hdi long cua khdch hdng sd dung dien
Md hinh danh gia sif hai long cua khach hang suf dung trong nghien cu'u nay la rao hinh Parasuraraan va cdng sif du'a ra nam 1994, sau do dieu chinh phii hdp vdi san pham dien nhu" sau [8]:
So 13-Thdng 10/2018 285
TAP CHi CONG THIfdNG \
Hinh 1: Mo hinh nghien cQu ve sU hai long cda khach hang
Nhan thtic ve gia Hoa don tien
dien Thong tin den
khach hang
Hinh anh kitih doanh
Ch4t luofng dich vu
Cung cap dien Dich vu khach
hang
Ch4t luang san pham
Quan he khach hang
Chat luong quan he
Sir hai long ve san pham
Md binh 1 nghien cifu ve sif hai long cua khach bang difa tren danh gia sif hai long ve san pham va sif bai long ve quan be.
Sif hai long ve san pham difdc danh gia difa tren gia ea, chat lu'dng dich vu va chat lifdng san phara. Ye'u td chat lifdng san pham difdc the bien trong phan danh gia ve cung cap dien, nh\i: viee mat dien, chat lifdng dien cung cap (dn dinh bay khdng dn dinh), thdi gian thdng bao cat dien, thdi gian sufa chifa va ddng dien trd lai sau khi xay ra mat dien, thiet hai do chat lu'dng dien khdng dn dinh bay eat dien. Yeu td chat lifdng dich vu difde the bien trong phan thdng tin den khach hang va Hda ddn tien dien: thdng bao trtfdc ke hoach cat dien, binh thifc thdng bao, each thufc giai dap thac mac, eac binh thifc tuyen truyen ve tiet kiem dien, cae binh thifc tuyen truyen ve an toan trong suf dung dien va ve gia dien; dp chinh xac ve do Itfdng tieu thu dien, tinh rd rang va stf thuan tien trong thanh toan tien dien. Yeu td gia ca dtfdc the bien trong phan Nhan tbd'c ve gia dien: Chi phi tien
dien trong tdng chi phi/ thu nhap, mu'c do d6 hieu cua bieu gia dien, mifc dp ttfdng xifng cua gia dien vdi chat Itfdng dich vu (dich vu thu tien, sijfa chffa, giai dap thac mac...), tinh hdp ly cua viec ap dung bieu gia dien rapt mufe gia.
Stf hai long ve quan he dtfdc danh gia difa tren quan he khach hang va chat Itfdng quan he. Yeu to quan he khach hang dtfdc the hien trong phan Djch vu khach hang: tinh thuan tien trong trao ddi vdi cdng ty dien life (CTDL) (vi tri diem giao dich, each thu'c giao dich), thdi ban cdng ty giai quyet cae yeu eau khach hang, tinh cam ket diing hen ciia viec giai quye't yeu cau, tinh ro rang mmh bach cua cae thdng tin, thai dp nhan vien, tinhhi?u qua cua cae giai phap cua cdng ty, stf thu$n ti?n trong viec cung cap dien cho khach hang mdi. Yeu td chat Itfdng quan he dtfdc the hien trong phan Hinh anh kinh doanh: tinh chuyen nghiep va hien dai, tinh cdng khai va minh bach trong hoat dong, stf quan tam den stf hai long cua khach hang, vi?c ddng gdp trong viec phat trien cdng ddng, cac var
286 So 13 Thdng 10/2018
KINH OOANH
de canh quan, an toan va radi trtfdng, tinh tin cay trong viec cung cap dien, tinh than thien eua cdng ty vdi cdng ddng.
Day la rao hinh mang tinh chat ndi ham vdi cae nhdm ye'u td anh htfdng den mu'c dp hai long cua khach bang xua't phat tif cac van de: san pham, dich vu ma Cdng ty dien life cung cap cho khach hang ciing vdi eon ngtfdi, quy trinh thtfc hien dich vu cung cap. Phan tich mu'c dp hai long cua khach hang theo rad hinh se giiip chung ta nhin nhan dtfdc cac ye'u to' quan trpng va rau'c dp anh htfdng cua cae yeu to' nay de'n stf hai long cua khach hang. Tij' do cd the dtfa ra cac gdi y de cdng ty ed the xay dtfng eac giai phap eu the trong qua trinb hoat dpng cua minh nhara nang eao raife dp hai long cua khach hang.
3. Danh gia mufe do hai long cua khach hang stf dung di$n thuoc Doi quan Iy Dien 4, Cong ty Di$n Irfc TSy Ho
Trong phan nay bai vie't stf dung sd lieu dieu tra nam 2018 mot Dpi quan ly Dien (Dpi 4) cua Cong ty Dien life Tay Hd de chi ra tinh tfng dung cua md binh dtfdc xay dtfng d phan 3.
So' Itfdng mau khao sat khach hang sinh boat (KHSH) la 150 hp. Dd'i ttfdng khao sat KHSH:
Nit gidi chie'm 48%, Nam gidi chie'ra 52%. Dp tudi chu ye'u ttf 41 de'n 55 tudi chie'ra ti le 41%, do tudi: 18 30, 31 - 40, tren 55 tudi chie'ra ti le khao sat xap xi nhau 20%, dp tudi 18 20 tudi chiem 19%. So' Itfdng ngtfdi trong gia dinh chie'm ti le ldn nha't la cac gia dinh cd ttf 3 de'n 4 ngtfdi vdi 51%. Ve thu nhap, eac gia dinh phan ldn cd tdng thu nhap hang thang ttf 5 de'n dtfdi 10 trieu dong (36%) va ttf 10 de'n dtfdi 20 trieu ddng
(29%). Day la nhtfng khach hang ed kha nang chi tra cho cac dich vu eua Dien life. Hd gia dinh ed thu nhap dtfdi 2,5 trieu ddng va tren 50 trieu ddng chie'm ti le khao sat tha'p nha't.
Mtfc dp hai long chung cua KHSH tai Dpi 4 ddi vdi 7 nhdm ye'u to' dtfdc bieu hien qua hinh sau:
(Hinh 2)
Diem trung binh cua 7 yeu td do KHSH danh gia ntfa dau nam 2018 d mtfc trung binh cao.
KHSH hai long nha't vdi nhdm nhan td "Cung cap dien" vdi diera trung binh cao nha't la 8.28 diera.
Nhdra nhan td "Nhan thtfc ve gia dien" dtfdc danh gia tha'p nha't vdi 6.92 diera.
Ve ttfng yeu td, cac yeu td trong nhdra "Chat Itfdng cung cap dien" dtfdc danh gia d mtfc trung binh cao. Trong dd, ye'u to' "It mat dien trong 1 nam trd lai day" cd diem trung binh eao nha't la 8.8. Day la ye'u td dtfdc nhan dan danh gia kha eao, cho tha'y nd life eua Dpi 4 trong viee cai thien tinh hinh mat dien trong rapt nam trd lai day. Ye'u td
"Thdi gian thdng bao de^n luc mat dien" cd diem danh gia trung binh la 7.7, tha'p nha't trong nhdm ye'u to' "Chat Itfdng eung cap dien". Dieu dd ebo tha'y de cai thien stf hai long cua KHSH ve chat Itfdng cung cap dien.
Cae yeu td trong nhdm "Thdng tin de'n khach hang" dtfdc KHSH tai Dpi 4 danh gia d mtfc tren trung binh.
Trong do, ye'u to' "Hinh thtfc tra ldi giai dap"
cd diera trung binh cao nhat la 8.3. Dieu nay cho tha'y eac hinh thtfc nhan vien cua dpi tra ldi giai dap thac raac tao thien cara tdt vdi ngtfdi dan.
Diera trung binh cua yeu td "Tuyen truyen tiet kiem dien" va "Tuyen truyen an toan dien" lan
8.50 8.00 7.50 7.00 6.50 6.00
Hinh 2: Mule dp hai long chung cua KHSH tai Dpi 4
8.28
7.86
8.05 8.01
7.877.63 6.92
Cimg cap dien Thong tinden Hoa don tien Djch vv khach Hinh anh kinh Nhan thik v | gia Dong thuan xa
I
khach hang dien hlrng doanh dien hdi
So 13 Thdng 10/2018 287
TAP CHi CONG THIflfNG
Itfdt la 8.19 va 8.17. Day cung la nhffng yeu to dtfdc danh gia ttfdng ddi cao. Ye'u td "Tuyen truyen khi thay ddi gia dien" ed diem danh gia trung binh la 6.73, tha'p nha't trong nhdm yeu td
"Thdng tin den khach hang".
Danh gia ve nhdm yeu td "Hda ddn tien dien"
d mtfc tren trung binh. Trong dd, yeu to "Xac dinh dien nang tieu thu chinh xac" ed diem danh gia chung la tha'p nha't trong ba yeu td: 7.66 diem. Yeu td dtfdc danh gia eao nha't trong nhdm la "Thanh toan thuan tien" vdi 8.41 diem. KHSH danh gia kha bai long ddi vdi binh thtfc va dia diem thanh toan tien dien bien nay.
Nhdm ye'u td "Dich vu khach hang" dtfdc danh gia tren trung binh. Trong dd, ba yeu td "Lien he trao ddi thuan tien", "Lien lac dien thoai thuan tien", "Thai dp nhan vien" dtfdc KHSH danh gia eao nha't vdi sd diem lan Itfdt la 8.21, 8.32, 8.19.
Trong nhdra danh gia nay, yeu to' "Giai quyet dung hen", "Giai quyet chuyen nghiep", "Vi tri, cd sd vat chat" dtfdc danh gia tha'p hdn vdi sd diera trung binh lan Itfdt la 7.74, 7.81, 7.83.
Cac ye'u td trong nhdm "Hinh anh kinh doanh"
dtfdc KHSH tai Dpi 4 danh gia d mtfc tren trung binh. Trong dd, bai yeu to' "Cung cap dien dang tin cay" va "Than thien vdi khach hang" cd diem trung binh eao nha't lan Itfdt la 8.57 va 8.43. Dieu nay ebo thay nd life cao eua Dien life Tay Hd ndi chung va Dpi 4 ndi rieng trong viee tao dtfng binh anh than thien va tin cay vdi cdng ddng. Ye'u to' dtfdc KHSH danh gia tha'p nha't la "Quan tam den canh quan, an toan va mdi trtfdng" vdi so' diem trung binh la 7.00.
Nhdm ye'u td' "Nhan thtfc ve gia dien" dtfdc danh gia tha'p hdn so vdi cae nhdm yeu td khac.
Cu the, ye'u td "Gia dien so vdi chat Itfdng dich vu" ed so' diem trung binh 7.97 eao nha't. Dieu dd cho thay hau bet KHSH cho rang gia dien dang ap dung kha ttfdng xtfng so vdi chat Itfdng
dich vu (dich vu thu tien, stfa chffa, giai dap thac mac...).
Yeu td "Chi phi so vdi thu nhap" co so diem trung binh tha'p nha't, chi d mtfc trung binh vdi 5.52 diem. Cae khach hang cho rang chi phi tien dien dang stf dung so vdi thu nhap cua gia dinh vln con cao. Ke't qua cho tha'y, Dien life can n6 life co nhffng bien phap thay ddi nhan thtfc ve gia dien eua KHSH de tang stf hai long ciia khach hang.
Trong nhdm ye'u td nay, "Stf ddng thuan cua xa hdi vdi Dien life" dtfdc KHSH danh gia cao nhat vdi 8.21 diem. Ke't qua danh gia cho thay sif dong thuan cua xa hdi dd'i vdi CTDL dtfdc nhan dan danh gia cao, phan anh nd life cua Dien life trong viec ke't hdp hai hda ldi ich giffa ngtfdi dan vdi cdng ty. Ye'u td "SSn sang dieu chinh quy dinh"
cd sd diem trung binh tha'p nha't 6.8. Dieu do cho tha'y CTDL can nd life cai thien bdn de dat difdc sff ghi nhan ttf KHSH.
4. Ket luan
Ttf ed sd ly thuye't va eac md hinh ly thuyet danh gia mtfc dp hai long eua khach hang, bai viet da dtfa ra rad hinh danh gia ratfe dp hai long khach hang stf dung dien. Md binh nay nhara ly giai sff bai long cua khach hang hinh thanh ttf cac hoat dpng eua CTDL trong qua trinb cung cap dien. Tff dd trong qua trinh phan tich de ed the gdi y cong ty dtfa ra cac chinh sach phu hdp nham nang cao mtfc dp hai long cua khach hang ddi vdi khach hang. Ttf rad hinh, cac bang bdi dtfdc thiet kede thu thap sd lieu ttf cac khach bang ciia cong ty Dien life. Ttf phan tich sd heu cua khach hang thuoc Dpi quan ly 4, Cdng ty Dien life Tay Ho, co the thay eac chi tieu deu dtfdc khach hang danh gia d mtfc tren trung binh, cd mdt sd yeu td dffdc danh gia eao. Ttf viee danh gia nay, Dpi quan ly 4 ed the tha'y dtfdc cac diem chtfa dat dtfdc de dffara cae bien phap nham nang cao diem va ttf do tang mtfc dp hai long cua khach hang •
IM cdm On
Bdi bdo cdng bd mot phdn ke't qud nghien cau cua de tdi cd md so T2017-PC-147, do TrUdng Dgi hoc Bdch khoa Hd Ndi cdp kinh phi.
288 Sd 13 Thdng 10/2018
KINH DOANH
TAI LIEU THAM KHAO:
1. Parasuraman, A., V. A Zeithaml & L. L. Berry, Servqual: A multipleitem scale for measuring, 1998.
2. Phgm Thi Lien, "Chdt lupng dich vu ddo tgo vd su hdi long cua ngudi hoc: TrUdng hap Trudng Dai hoc Kinh te, Dgi hoc Qud'c gia Hd Ndi," Tgp chi Khoa hoc DHQGHN: Kinh te'vd Kinh doanh, Tdp 32, Sd4, tr^81-89 ,2016. , .y , ,
3. CFI Group, The American customer satisfaction index (ACSI) technology: A methodological primer, 2013.
4. "Satisfaction: An Empirical Test of an Integrative Model," Journal of Economic Psychology, vol. 18, pp. 387- 5. Gronroos, C, "A service quality model and its marketing implications ", European Journal of Marketing, 18 (4) (1984), 36-44. y J S'
6. Cronin Jr., J. J., & Taylor, S. (1992). Measuring Service Quality: A Reexamination and Extension. The Journal of Marketing, 56, 55-68..
7. Brogowicz, A. A, Delene, L. M., Lyth, D. M., "A synthesised service quality model with managerial implications". International Journal of Service Industry Management, I (1) (1990), 27-44.
8. Cdng ty tu vdn Qudn ly OCD (2016), "Bdo cdo ddnh gid mUc do hdi Idng ciia khdch hdng sii dung dien ndm 2016.
Ngay nhan bai: 3/9/2018
Ngay phan bien danh gia va sufa chffa: 13/9/2018 Ngay chap nhan dang bai: 23/9/2018
Thdng tin tdc gia:
BANH THI HONG LAN
BO mon Kinh te c6ng nghiep, Vien Kinh tt'\a Quan ly, Trffcfng Dai hoc Bach khoa Ha N6i
ANALYZING AND MEASURING THE SATISFACTION LEVEL OF CUSTOMERS WHO USE ELECTRICITY
BANH THI HONG LAN Faculty of Industrial Economics School of Economics and Management, Hanoi University of Science and Technology
ABSTRACT:
One of the most important benchmark to measure the improvement in all aspects of an organization is the satisfaction of its customers who directly or indirectly use products of this organization. In the period of 2012 - 2015 with vision to 2020, Vietnam Electricity Group (EVN) focuses on improving the quality of its customer service. It is important for electricity companies to estabhsh a model to meausre the satisfaction level of their custoraers in order to adjust their operations. This paper collects and systematize theories related to measure the satisfaction level of customers and customers who use electricity in order to build a model which measures the satisfaction level of customers who use electricity.
Keywords: Model, satisfaction, customers who use electricity.
So 13 Thdng 10/2018 289
