TAP Cll COM lltt»t
MOI QUAN HE GI0A CHAT LlTdNG DICH VU HANH CHINH CONG, HINH ANH, HAI LONG VA TIN NHIEM CUA NGl/Cfl DAN
(TRlJOlNG HOP NGHIEN ClfU 6 THANH PHO PHAN THIET)
• DINH PHI HO - VO LY HOAI VO - TA MINH KHOI - DANG VAN CONG
TOM TAT:
Thanh phd Phan Thiet- tinh Binh Thuan, vdi the' manh ridng cd ve du lich bien, dang no Itfc di dau trong eai each hanh ehinh cdng (HGC), nh^m gdp phan tao hinh anh rieng cua thanh phd du heh. Tren cd sd khao .sat 340 cdng dan tham gia dich vu hanh chlnh cong, su" dung md hlnh cS'u inic tuye'n linh, nghien ctfu xde djnh: "Hai ldng" cua ngtfdi dan ve chat Itfdng dich vu h^nh chinh edng, "Hlnh anh" cua he ihd'ng quiln ly hanhchinhcdngcdstf tde dong den tin nhiem.
Tiif khda: Chat Itfdng dich vu hanh chinh cdng, hlnh anh, bai ldng, tin nhiem, md hinh SEM, TP. Phan Thie't. Viet Nam.
l.Gidithi^u
Trong thdi gian qua. dtfdi gde dd eiia ngtfdi diin.
ihii tuc hanb ehinh ludn phtfc lap. rtfdm rii. thieu edng khai va minh bach. Dieu nay da anh htfdng tiTfe tie'p de'n \iec giai quse'i cdng viee cua ngtfdi dan. giam long tin eua nhan diin dd'i vdi bd may hanh chinb nha ntfdc. Do dd. Viet Nam da no Itfe lien hanh cai each hiinh ehinh cdng. \Je dinh la mot irong nbtfng nhiem \ u dgi phd de dtfa Viet Nam hdi nhap va htfdng tdi phdt trien ben vtfng. TP. Phan Thiel - tinb Binh Thuan. vdi the'manh rieng \ e du lieh bien. dae biet lii "tbii dd reson" ciia Viet Nam
\a ca khu \'ife. cang nd lu'c di dau trong eai each hanh chinh cdng (HGC) nhdm gdp phan tao hinh anb rieng eua thanh phd du ljch. Nj2hicn ctfu nay tap trung vao: (i) Xem \et mdi quan he gitfa chii't ItfOng dich vu hanh chinh cdng, hinh anh, hai Idng
\a tin nbiem eiia ngtfdi dan; (ii) Xay dtfng md binh
dinb Itfdng ve mdi quan he Hiii long - Hinh anh - Tin nhiem; (ih) Ham y giai pbap hoan thien cai each hanh chinh cdng. Nghien ctfu tien hanh khao sat 340 edng dan lai Trung lam Hanh chinh tinh Binh Tiiuan. nhdm tao ed sd thtfc tidn cbo md lilnh do Itfdng,
2. Md'i quan he giu'a chat lu'dng dich vu hanh chi'nh cdng, hinh anh, hai long va tin nhiem
2.1. Bdn chdi cda chd't lUi/ng dich vu hdnh cliinh cong
Tiieo Wisniewski vii Donnelly (1996); Biiner (1990); Gronroo.s (1984); Para.suraman va cong stf (1985). cha't Itfdng dich vu (service quality) la mdc dp dap tfng cua dieh vu vdi nhu eau hoae mong ddi cua khdch hang.
^ Theo Le Chi Mai (2003). dich vu hanh chinh cdng la loai hinh dicb vu edng do cd quan hanh cbinh nhil ntfdc cung ea'p phue \u yeu eau cu th^
174 So I -Thang 1/2020
qUANTRj-IIUAIIlV
Clia cdng dan \ a td chtfc dtfa tren qui dinh cua phap lual. San pham ciia djch vu dtfdi dang phd' bie'n cac lo^i \an ban ma to chtfc. ea nhan cd nhu cau dtfdc liap iJng. ca mgt qua tnnh hoat ddng de cd the ban hJnhcdcgiaytdnay.
Theo Donnell> va cgng stf (1995). cung cap chat iK^ng cao vii hieu qua dich vu cdng kbdng ddn gian.
Vi lien quan den viec ihie't lap cdc td ehtfe cila chinh quyen vdi each lie'p can thich hdp vdi nguon lite ngan sdch cd han, ed cdng nghe hien dai va ed dao dii'c, cung ca'p dich vu va sdp xep dung ngtfdi.
dung ciio de ddp tfng nhu cau cua edng dan.
lifting ttf nhtf cha't Itfdng dieh vu thi trtfdng, eha'l lUUfng djch vu hanh chinh edng dtfdc the hien qua cam nhan ciia ngtfdi dan ve ke't qua nban dtfdc so sdnh vdi mong ddi cua hg ve mdt dicb vu dtfdc thtfc hicn(Lehtinen. J.R vd Lehtinen, U., 1982).
Trong thi irtfdng, hinh anh thtfdng hieu dtfdc the hi§n nhtf mgt thtfdng hieu tdn tai trong tam iri ciia khich hang thdng qua nhffng lien ttfdng thtfdng hieu I Keller. 1993). Hinh anh thtfdng bieu lien quan chdl che de'n stf dge dao ciia mgl san pha'ni hay dich vu ci^ the (Bearden va Etzel, 1982; Park \a Arinivasan. 1994). Do do, hanh vi ciia kbdcb hang se bj dnh htfdng va xac dinh bdi hlnh anh thtfdng hi^u (Bumiann vd cgng stf, 2008).
D6i vdi linh vtfe quan ly cdng, mdi ddn vi dieh vu hinh chinh eong thugc id chtfc chinh quyen dia phuUng thdng qua nd Itfc cdi each hanh ehinh da dem tdi stf phue vu td't nha't cho ngtfdi dan cung tao ra hinh anh rieng ton tai trong tdm tri ngtfdi dan ihfing qua dich vu eung ca'p (Aaker va cdng stf.
1992:Gasiei,1996).
Trong thi trtfdng. stf bai long cua khdeh hang thitc chat la cdeh ma hp ddnh gia ve bieu qua thtfc hi^n dich vu eiia doanh nghiep va sau dd hg se cd nhiftig hanh dgng ddp tra lien quan de'n mdcdd hai Irau cila hg (Kim vd cgng stf. 2005: Churehill va Surprenant. 1982).
Ddi vdi ITnh vtfc quan ly edng, stf hai long cua ngiCdi dan ihtfe cha't la cdch ma hg ddnh gid ve hieu qui ihitc hien dich vu eua eac ddn vi dich vu bdnh chInh(\ViMiie\\ ski. 2001).
"Hieo Aaker (1992); Leutheser (1991). trong thi
^n%. nhan thtfc vd hlnb anh cua mdt ihtfdng bieu va danh tieng cua san pham boac nha cung cap. anh nunng den quye't dinh mua hang eiia ngtfdi nuia. tde
la mdt thtfdng hieu td't hoae danh tie'ng kich thich mua. Ddi vdi ITnh vtfc quan l> cdng, danh tie'ng eua san pham dicb vu hodc ddn vi cung cap dieh vu anh htfdng den stf tinh nhiem eua ngtfdi dan dd'i vdi id chtfc ehinh quyen quan l\ dieh vu {Rodriguez va cgng stf. 2009).
2.2. Cd'u thdnh ciia chd't lti{fng dich vii hdnh chinh cong
Theo Parasuraman vii cgng stf (1985); Zeithaml (1988), trong tbi trtfdng, md hlnh thang do SERVQUAL - cha'l Itfdng dich vu bao gdm 5 thanh phan:
- Phtfdng den htfu hlnh: stf xuat hien cua ed sd vat chat, thie't bi. nhan stf \ a tai lieu truyen thdng.
- Dd tin cay; kha nang thtfc hien dich vu da htfa nigtcaehddng tineay \a chinh xdc.
- Phan hoi: sdn sdng giup d5 khdeh hang vd cung cap dich-vu nhanh chdng,
- DaHi biio: kie'n thtfc va phep lich stf cua nhan
\ icn vd kna nang truyen cam htfng eho niem tin va stf ttf dn.
- Dong cam: kha nang tie'p can. de tie'p can \a nd lu'c de'hieu khdch hang.
Ke ttf khi ra ddi. SERVQUAL da dtfde sif dung rdng rdi de do Itfdng eha't ltfdng dich vu trong cac nghien etfu cho nhieu nganh' cdng nghiep, thtfdng mai. chdm sde stfc khde (Kilbourne vd cdng stf.
2004). khach san {Ramsaran. 2007). du lieh (Nowacki. 2005). Trong linh vtfc hanh ehinh edng, Scott va Shieff (1993); Donnelly vd edng .stf (i 995);
Rodriguez \a cgng stf (2009), do Itfdng chat Itfdng dich vu hanh ehinh cdng cua ede td ehtfc ehinh quyen tren cde chieu: ehtfe nang (Function Feature): quy irinh (Procedure Feature); phtfdng tienhijlt hlnh (Tangible Feature).
2.3. Moi quan he gida chat luting dich vu bdnh chinh cdng - Hinh dnh - Hdi long - Tin nhifm cua ngttdi ddn
Nshien etfu ciia Donnelly va edng stf (1995). cac ye'u td cua cha't Itfdng dich vu hanh ehinh edng anh htfdng cung ehieu den stf hai Idng cua ngtfdi dan.
Ngbien etfu ciia Aaker \a Biel (1992); Leutheser (1991) eho tha'y. ben eanh cdc ye'u td'cua cha't Itfdng dieh vu. hinh anh eua cdc ddn vi dieh vu hanh chinh cdng anh htfdng ciing chieu de'n stf hai Idng va stf tinh nhiem cua ngtfdi dan ddi vdi id chtfc chinh quyen dia phtfdng.
So 1 -Thang 1/2020 175
TS? m LOSS TKolil',8
-,_.•>;: ntf edit ltfa
"1 hiei nhi.
tc iron'J hi n nn l-iinh I
ninh 1: M6 hinh 7
- . „ . Lhao nien gan
idnh r.ghien
nghien oCfu
___
...~.
da\
ctfu
,;^„ uong va nhd-^ ng'- .^-J cho TP. Phan
'"LJOMGD;CHVU
•dt, stfCii : tfdi dan r:i cao, ngtfdi dan n-a liiuyJ'i nghien ctfu:
i i •'ht : •,^>'. v.- hii\i "
et!ig;u "
;::: Ql, -nn .id L... ^.. • - ' dr.^^
H : ^nat Itfdng chtfc nang ^^i ,.,.,i5iiai long
H4; Hlnh anh cang uy Tin. ngtfdi ddn cdng hai long \ a nang e30 tin nhiem eda ngtfdi dan
H5: Hinh anh cang uy lin, cang nang cao tin nhiem cua ngudi dan
:-V.i. Ngu'di dan eang hdi Idng, tin nhiem eiia ngtfdi ddn cdng eao
Md hlnh khdi qudt:
SAT = t" (TANG. PROC.
FUNT.IMAG) (I)
CRE=f(SAT) (2) Ta't ca edc bie'n trong md hlnh dtfdc do ltfdng bdng thang do Liken5mdcdd.(Bang I)
Bang 1. Thang do vd c a c bien quan sat STT THANG BO/BIEN QUAN SAT j Kyhl^
1 CHOCNANG
1 , Nhan vien CO nhieu kmh nghiem trong cong viec 2 Nghiep vu thanh thao
3 Kha nang huong dan ro rang de hieu 4 ' Giai dap thScm^c don gian, tan tuong 5 , Thai do phue vu nhiet tmh
6 1 Rat quan tam den kho khan cua nguoi dan ve ho so 7 Luon giu dung hen v6i cuoc hen bao truoe II QUYTRlNH DICHVU
FUN FUN1 FUN2 FUN3 FUN4 FUNS FUN6 FUN7 PROC
Ghi chu CHlJCNANG (Funtion Feature, FUN)
QUYTRlNH (Procedure Feature, PRO) 8 I Cac mau, bleu duoc chuan hoa
9 ' Ngon ngO bieu mall gian dj, de'hieu, ro rang 10 Bieu mau dedang apdung
11 ' Thu ly dung Ihil tijc 12 Tien do nhanh chong 13 Thu ly dung quy trinh cong bo
PR01 PR02 PR03 PR04 PROS PR06
176 So 1-Thdng 1/2020
QUAN III-QUANIV
STTi T>HANGfiO/BIENQUANSAT
•1 CC)S(3\*rCHAT 14 Phong lam VI9C rong, thoang 15 j Visinh luon sach se
K y h i ^ Ghlchlj : .^^ PHUdNGTlfNHOUHlNH
(Tangible Feature. TAN) TAN1
TAN2 16 I Pliiiongti?n lam vi§n hien dai
17 Dfly chuyen xuly hpp ly
SI; bay tri. sap xep ndi tiep nhan va hoan tra ho so 19 0|a 6\im thu^n lgi ddddn giao djch IV
20 21 22 ' 2 3 ' 2 4 V 25 26 27 VI 26 29 30
HiNH ANN BON VI D|CH vy HANH CHINH C6NG dm nhan tot v§ DVDV HC Cong
Ciin xuc thdn thi^n vdl ddi ngu nhan vien phue vy TrSn trong vdi can bd lanh dao cac b6 ph^n phyc vy Nhfln vi&n codunguoniycdethuchiendjchvu.
IMAG HINHANHDONVI DJCHVU (Images, IMA) IMAG1 1
IMAG2 IMAG3 IMAG4 Djch vy da thay ddi b6i gop y cua cong dan 1 IMAG5 HAI LONG
Oflnh gia cao ch&t luong giai quyet hd so
Cam thay bd phan dich vu da dap Qng dung vdi nhCIng mong doi cija minh SAT SATI SAT2
Haildngvdiketquabgphanphucvudathychienchominh SAT3
TINNHI$M CRE Dflnh gia cao sy cai each lam viec vdi dan cua UBND - HDND dja phudng
Ti^ptyctin nhiem vdi lanh dao UBND - HDND dja phudng Oanh gla cao chat luong djch vu phue vu cua chinh quyen dia phuong.
CRE1 CRE2 CRE3
HAI LONG (Satislactjons, SAT)
TiNNHIfM (Credibility, CRE)
Dff lieu dtfdc thu thap thdng qua phdng va'n trtfe ti^p 340 cdng dan tai Tmng tam Hanb cbinh tinh Binh Tiiuan, tit thdng 3/2019 den thang 5/2019, Iheo phtfdng phap lay mdu phan tang thuan tien rang bang cau hdi chi tie't de kiem dinh md hlnh vd cic gia thuye't nghien ctfu.
Do md hinh ly thuye't vdi mdt tap hdp cdc quan he dan \cn, md hlnh ea'u true tuye'n tinh (Structural Equation Model. SEM) dtfdc sif dung de kiem dinh cic gia thuyel tren (Lorence vd Mortimer, 1985:
•'person vu Gerbing, I9S8); Quy ninh phan tich
"w hinh bao gdm cdc btfdc: (i) Kiem djnh tin eay
thang do (Cronbach test): (ii) Phan tich nhan to khdm phd (Explorator>' Factor Analysis-EFA); (iii) Phan tieh nhan td khdng dinh (Confirmatory Factor Analysis-CFA) vd (iv) Md hinh ca'u true tuye'n tinh (Structural Equation Modeling -SEM).
3. Ke't qua va thao Iu3n 3. /. Ke't qua phdn tich dg tin cgy
Ket qua the hien trong Bang 2 cho tha'y Cac bien quan sat bi loai: TAN5. TAN6, PR06, FUN5, FUN6, FUN7, I.MA4, IMA5 va CRE3, cac bie'n quan sat cdn lai deu thda man cde dieu kien trong phan tich do tin cay cua thang do thdng qua he sd
S o l -Thang 1/2020 177
TAr Cli CONC T i n m
Ci^nbach (he so Cronbach > 0,6 \a ti/dng quan bien long > 0,3, .\'unn;iil\ \a Bumslein. 1994),
3.2. Ke't qud phan tich nhdn to khdm phd (EFA)
Ket qua di/dc trinh ba\ trong Bang 3 cho thay: cac \eu to' tSc dong den si; hai long ciia ngifdi dan difdc trich thanh 4 yeu to' ti/dng u'ng vdi cac bie'n do lifting cua mo hinh
Bang 2, Tin c q y thang d o v a bid'n quan sat bi logi TTwigdo Blehquans^bilo^ H^stfAlplia KStlu^n
0,8;
PR06 FUN FUN5,FUN6,FUN7
[MA4,TMA5 Khong Ci^3
0,822
Chat lupng t6t Chat lupng t«t Chat lupng lot 0,805
" 0,827 0,793
Chat lupng ta't Chat luong tot Chat lupng Bang 3. Bp ttiang do mdl qua ptidn tich nhan to k h a m phd
Component (Y^u to)
PR02 PROS PR03 PR01 PR04
1 0,833 0,824 o!819 0,781 0,762
TAN3 1 TAN2 ! TAN4
TAN1 FUI^I FUN2 FUN4
- -
2
0,833 0,828 0,822 0,790
FUN3 IMA3 IMA2 IMA1 SAT3 SATI SAT2 CRE2 CRE1
Kaiser-l^eyer-OI!(in l^easure (Thupc do KMO) Bartlett's Test (Kiem Pnh Bartlett)
Eigenvalues (Gia trj Eigen)
Approx, Chi-Square df
Sig.
1 1
3
0,841 0,826 0,791 0,764
- - -
4
0,871 0,838 0,819
0,830 2216,012 120 0,000 1,761 67,380
S
0,873 0,873 0,840
0,717 378,763 3 0,000 2.231 74,358
6
0,910 1 0,910
0,610 191,453 1 0,000 1,658 82,899
178 So 1 -Thang 1/2020
QUAN Tfl!-quANiy
1\ ihuvei vdi tdng phi/dng sai trich la 67.38% tai ggenvalue la 1,76: EFA cira si/ hai long diTde trieh fliinh 03 bien quan sdt vdi phUdng sai trich la :4?!i8'"( tai Eigenvalue la 2.231: EFA cua siX tin nhiem ditde trich thanh 02 bie'n quan sdt vdi phirong sai trich la 82.899% tai Eigenvalue Id 1.658. Ket qua EV.\ di/dc su- dung bang phifdng phdp xoay Promax,
Ghi chii: 0.5 < KMO < 1 (Hak va cdng si/. 2006), kiem dinh Bartlett cd mdc y nghTa nhd hdn 0.05 (Hair vS cpng si/, 2006), he so tai nhan to' eua cac bi^n quan sdt (Factor Loading)
> 0.55 (Gerbing va Anderson, 1988). phirdng sai trich > 50%
vi Eigenvalue > I (Gerbing vd Antlereon. 1988).
3.3. Ket qud phdn tich nhdn td'khhgdjnh (CFA)
Kel qua difdc trinh bay trong Hlnh 2 eho dia'y: Mdhinh cd gia tri Chi binh phtfdng = 209.289; Cmin/df = 1.203; TLI
= 0.986, CFI 0,988 va RMSEA = 0.025.
Mo hlnh do Itfdng phii hdp vdi da lieu thifc te' khi thda man iUki6"mdmh(Bang4).
Bang 4 cho tha'y cdc thu'dc iJo ciia mo hlnh deu ddp dng.
Do d6. md hlnh do lifdng phu hdp vdi ddlieu thifc tien,
•U, K^'t qua phdn tich cd'u tnic tuyen tinh (SEM)
Ket qua difdc crinh bay trong Hinh 3 eho tha'y: md hlnh ct5 gid tri Cmin/df = 1,654: TLI
= 0.954. CFI 0.960 va RMSE.A = 0.045 deu phCi hdp.
Dieu ndy cho tha'y md hlnh tich ti^pphu hdp vdi dif heu thi/c te'.
Mi?c y nghia cua eae he sd i ^ lifdng: the Critical Ratio (CR) > 1.96; Neu CR> 2.58 la ly tirdng: Hoae P-vaIue<0,05;
N'eii P-value < 0,01 la ly tifdng iGjr\cr va MenUer. 1999:
HairJ.va edng sU. 2005).
Ket qua difdc binh bay
trong Bang 5 cho thay; ta't ca cac gia thuye't deu di/dc chap nhan d mdc y nghTa 1 %. do tin cay 99%
Cac ye'u to' tac dgng de'n Tin nhiem theo thd tif anh hifdng: S.AT. IMA
Cde ye'u to tde ddng de'n Hdi long theo thu" tif anh hifdng: PRO. TAN. FUN \ a IMA.
Thdo lugn kei qud nghien cdu
Slf hai Idng cua ngu'di dan su" dung dich vu hanh chinh chiu tac ddng tri/c tie'p bdi 3 thdnh phan ma cd quan hanh chinh cung cap (Quy trinh dicb \u: Cdsd vdt chat. ChiJc ndng). Nhu'\ ay. gia Hinh 2: Ket qua cija phan tich nhan tokhSng djnh
Chi- 209 289; df = 174; CMlN/df = 1.203; p = .035;
TLI = .986; CFI = .988; RMSEA = .025
S o l -Thang 1/2020 179
TAP Cli CONS TitroiNg
Bang 4. Ddnh gid mirc do phij hdp c u a m o hinh Kyhi^u Giatn tham khao ' Giatn
! mohlnh Chi binh phuong dieu chinh
theo bac tu do (Cmin/df) I ChisoTLI (Tucker-Lewis
Index)
x2/df
Chi sd thich hop so sanh CFI , (Comparative Fit Index) , Chi sd RMSEA (Root Mean I Square Errar Approximation)
CFI CFI>0.90;0<CFI<1,Cang j tien v e i cang phu hop. ' RMSEA< 0,05' Mohlnh phu
! RMSEA hopldt;RMSEA<0,08Chap I nhan; Cang nho cang tot.
0,025
Ngudn
Bentler va Bonett (' Garverva Mentzer (1999):
Hair va cong sy (2006).
Bentlerva Bonett (1980);
HuvaBenl!er(1995).
(Garverva Mentzer, 1999;
Huva Bentler. 1995)
Hinh 3: Ket qua cua phan tich cau ttuc tuyen finh
Chi-square = 302.619; df = 183; CMIN/df = 1.654; p = 000- TLI = .954: CFI = 960; RMSEA = .045
thuyet H2. H I dUOc cha'p nhan. Didu na\ ed nghTa la: khi ngifdi diin danh gia Eot e>ie \ e u td nay ^e lain ebo ho cam tha'y hdi Idng, tde la khi khaeh hang Mf dung dich \ u hanh chinh tin tu'dng vao dich \ u ma CQHC cung cap: khi cdc mong ddi cua bo tif CQHC deu difde dap dng; hg se hai Idng \ d i dieh \ u hdnh ehinh.
HTnh iinh trong tam niem ngifdi dan ve Cd quan hanh ehinh (CQHC) tde ddng de'n hdi Idng vd tin nbiem cua bp do'i vdi dich vu hanh chinh ( D V H C ) vd cap lanh dao Clia dia phu'dng. Nhif vay, gia thuye't H4 difde eha'p nhan.
Mo'i quan he Hai Idng, Hlnh anh va T i n nhiem cd tu'dng quan vdi nhau theo hifdng: Hlnh anh va Hai long tac dong dd'n Tin nhiem ciia ngu'di dan dd'i vdi D V H C va uy tin cua lanh dao dia phu'dng. Nhu"
vay, gia thuyet H5, H6 difdc chap nhan.
4. Kg't luan va ham y nghien cu'u
Nghien cdu xae dinh du'de H a i Idng cda chat lu'dng dieh vu eong va Hlnh dnh cua cd quan D V H C tac ddng de'n Tin nhiem cua ngifdi dan ddi vdl chinh quyen dia phifdng ( C Q D p ) . Bac biet trong bd'i eanh cai each hdnh t h i n h d V i e t Nam, dap dng yeu cau ddi m d i . la'y ddn lam'gd'c de phue vu va danh gid sif tin nhiem cda ho den CQDP va lanh dao dia phifOnu
180 So I -Thang 1/2020
qUANTRMIUAIIlV
<-
<-
<-
<-
t -
<"
PRO TAN FUN IMA IMA SAT
Bang 5, Ket q u a c a c g i a thuyet Estimate
0,479 0,364 0,340 0,308 0,182 0,796
S.E.
0,064 0,059 0,052 0,062 0,065 0,078
CR.
7,515 6,194 6,566 4,983 2,796 10,206
P
— ...
-•
0,005
«,
Ketlujn ' H2 Phii hop HI Phii hdp H3 Phii hop H4 Phii hop H5 Phii hop H6 Phii hop
* (Sig. =0.000).
Bang 6. MCrc dp tde dpng lUCi^t!
CRE CRE TSng Ml: lie
BilOns a * CREDIT
*-
<-
IMA SAT
tacilOngilSnSAT SAT 1 <- SAT SAT SAT Wng
<-
^
<-
PRO TAN FUN IMA
H^sohSquy 0,182 0,796 0,978
0,479 0,364 0,34 0,308 1,491
%
18,6 81,4 100
32 24 23 21 100
Vitrf 2 1
1 2 3 4
Qua ket qua nghien edu, eai edch bdnh chinh cong can cd nhUng bien phdp cu the n h a m gia tang eha't luang dieh vu DVHCC. Cu the:
(ODdivdiQuy trinh (PRO), c a n h o a n thien va nen tap tmng vdo; (i) Chuan hda h e iho'ng bieu mdu gSn v&i dag dung cdng nghe thdng tin dieo hu'dng Jdn giSn, d l hieu, rd rang; (ii) T b u ly hd sd d u n g i)ti> trinh edng bd, tid'n do nhanh e h d n g d u n g vdi cam ket.
(2) Ddi vdi cd sd vat cha't (TAN), c a n q u a n t a m nang cao tinh hien dai c a c phifdng tien l a m den:
viee - tiep xue ddn; (ii) Day chuyen xu" ly ho sd: (iii) H e thd'ng ve sinh cdng cdng phue vu ngifdi dan khi de'n quan h e .
(3) Dd'i vdi Chde nang (FUN), can hu'dng tdi: (i) nang cao hdn nda trinh do nghiep vu va ky nang cila nhan vien; (i) thdi do nhiet tinh va quan t a m de'n khd khan cua ngu'di dan ve bd sd. thdi gian de'n lie'p xiic.
(4) Dd'i vdi Hlnh anh (IMA) can nd lu'c hdn niJa vao: (i) Iran trong nhij'ng y kie'n ddng gdp ctia ngu'di ddn; (ii) tao hlnh anh an tu'dng ve phong each: than thien, chuyen nghiep ddi ngu ldnh dao - nhan vien cija he thd'ng quanly DVHC.
Nghien edu ed mdt sd ban che nhii't dinh: do bi gidi ban ve mat thdi gian vd ngan sdch trong thifc hien nghien cdu nen nhdm tac gia chi thifc hien phong va'n 340 ddp vien la nhii'ng ngifdi dan dang sir dung dieh vu ciia he thd'ng DVHC tren dia ban tinh Binh Thuan vd ngbien cdu su" dung phifdng phap la'y mdu thuan den bang ky thudt phdng va'n trifc de'p cdc dd'i tu'dng khao sdt nen chUa dai dien eho tdng the' •
T \ l U E l T H \ M K a 4 0 :
'• ''"*f'"- 0., Biel. A. (1992). Building strong brands. Lawrence Erlbaum Ass. Hillsdale. NJ.
- Anderson & Gerbing (1988). Structural Equation Modeling in Practice: A Reylew and Recommended Two-Step
^raach. Journcd of Psychological Bulletin, 103 (3). 411-423.
^- Bearden & Etzel (1982). Reference Group Influence on Product and Brand Purchase Decisions. Jounud of
<^onstimerResearch. 9{2). 183-194.
So 1 -Thang 1/2020 181
TAP CHI CONG THl/dNG
4. Bitner. M.J. (1990). Eialuaiing sen ice cncoumers: The effects of physical siirrcmndings and t-mplosec ic^ponscs Joumal of Markeling. \ '(>1.54
5. Bumiann. C. Schaefer. A'., and Moloney. P. \20O8). Industy image. Ils impacts on the brand image ol poleniial employee. Joumal of Band Mund'.:cmeni. 16(3). 159-176.
6. Churchill, GA. Surprenant, C. (1982). An im esngatiem into the deierminanls oj < u.siomer saiisfaclion. Jemrncd oj Marketing Research, 19i4). 491-504.
7. Demnelly. M.. Wisiiiew.%ki. .\l.. Dalrymple, J.F.. Curry, .A.C. (1995) Mea.suring Seniee Quality in Local Government: the SERVQC.-\L Approach. Inlemational Jcmrnal of Public Seclor Managemimi. Sf7), 15-20.
8. Dinh Phi Ho (2019). Qiianlttalive Research in Eccmcmiics and Writing Scieniijic Papers. Tai Chinb Publisher.
Vietnam.
9. Gerbing. W. D.. and Andersem. J. C. (1988). \n updated paradigm for scale development incorpcn-ating imidimensionaliiy and ils as.ses.sment. Jcmrnal of \hii ketmg Research, 25(2). 186 - 192.
10. Grimroos. C. (1984) .A Sers'ice Quality Model and its Marketing Implications. European Jentmal of Marketing.
18(4). 36-44.
11 Huir, J., Ader.sem. P.. Talliam. P.. and Black. \V. (2006). Multivariate Data Analysis. 6ecl Prenlice- Hall, Upper Seidelle River. N.J.
12. Leuthe.ser (1991). Defining. Measuring cmd managing biand equiry: A coference summary. Report No 88-104.
Marketing Science Institute, Cambridge.
13. Lorence. J. and Mortimer. J. T. (l9S5l Job involvement tlirougb the life course: A panel study of Ihree age groups. American Sociological Review, (50). 618-638
14. Keller K. Walsiivm. J.. 1993. The Outsourcing Decision. Inlernaiional Jcmrnal of Information Mcmagemeni, (13), 449-459.
15. Kim, W.. Nee, C. & Kim. Y. (2005). Influence of insiilulional DINERSERV on customer .salisfaelicm, return intentiem, and word-cif-moiith. International Journal of Ho.spitcility Management. Retrieved November 30, fremi Elsevier Science Direct dalaba.se.
16. Kdbouine. W.E.. Duffy, J.AA.. Duffy, M. and Giarchi. T. (2004). The applicability of SERVQUAL m cros.s-natiemcd measurements of health care quality. Journal of Services Markeling, 18(7), 524-533
17. Le Clu Meu (2003). Cdi cdch dicb vu < e'yn^ ifViei Nam. Hd Ngi- Chinh Iri Qudc gia.
18. U-btinen U. and Lehtinen JR (1982). Sen-ice quabty: A .study of quality dimensions. Unpublished working paper, Sen ice managemeni Institute. Helsinki.
19. Nunnally. J. C. and Burnstein. I. H. (1994). P.sschomelric Theory. New York: McGraw - Hill.
20. Park, C.S.. Srinivasan. V.S( 1994). A Sunx-y-BcisedMetlwd for Meeisiiring and Understanding Brand Equity and hs Extendibiliiy. Journal of Marketing Research. 31(2),271-281.
21 Pai-asuramcm. A.. Z^dtliami V..\. and Bero; LL (1985). A ccmcepiiial model of seiVice quality and its impUcaiiems jor future re.seaich. Jcninuil of Marketing, 49(3), 41 - 50.
22. Ram.saian-Fowdc,r (2007) Developing a senice quality cpicsticimuire jor lhe hotel indu.stry in Mauritius.
Jcmmal oj Vacation Marketing. 13lll 19-27
2-< R,'>lrisuc,«uiamiTI,,,nm.l,,nmm,,„,,fmumc,pahc'rvur-uo«c,rd,ii,M,y and .Applied Economii s. 2 (5311
. u ii',-.»„v..vl,, ;i;, .».<( D,»>,.,-nv, A; uw,,. i/,,„„„„„ ,<,,TK-E ,„„(«V ;„ ,/„. p „ w t , „ , „ , . „„, „ _ „ , . , , SERVQl' U- T,.ml QiuiliKM.iiuiKrmenl. 7i-li .i,v-.i6J I'mmim jar : \ Zeilhaml. \ulerie A mJBilmr. MJ i^jm, Im,, jiaiii.v^Ciislamer Foctii.\iro.uhe F„, . , , -
\ 1 • Thf Ui-Gra» -Hill. "
182 So-I -Thang 1/2020
QUANTRI-QIIANIV
Vgi.vnliJn bai: 15/11/2019
Ngay phan bi^n danh gia va sufa chffa: 25/11/2019 Nl^y chip nh§n dSng bai: 5/12/2019
nong lil'tac gii:
1.PGS.TS.DINHPHIH6 Trifitng D?i hpc Phan Thiet 2.ThS,V0LYH0AIVU
Tnmg tiim phl^c vu Hanh chinh cong, tinh Binh ThuSn .1, ThS. TA MINH KHOI
NgSn hiing TMCP Ngoai thUdng Viet Nam, Chi nhiinh tinh Binh Thujn 4,DiNG VAN CONG
IDND xa Ham Ki^ra, huyen Ham ThuSn Nam, tinh Binh Thujn
RELATIONSHIPS AMONG THE QUALITY OF PUBLIC ADMINISTRATIVE SERVICE, IMAGES, SATISFACTION
AND CREDIT FROM LOCAL RESIDENTS:
CASE STUDY IN PHAN TfflET CITY, VIETNAM
• AssocProf. Ph,D DINH PHI HO University of Pt^on Ttniet
• Master. VO LY HOAI VU Center of Pubiic Administrative Services.
Binh Thuan Province
• Master. TA MINH KHOI
Joint Stocl< Commerciai Banl< for Foreign Trade of Vietnam, Binh Thuan Province Branch
• DANG VAN CONG
People's Committee of Ham Kiem Commune, Ham Thuan Nam District, Binh Thuan Province
ABSTRACT:
Plian Thiet city of Binh Thuan province, with its own strengths in sea-based tourism, is trying to lake the lead in public administration reform in order to create a unique image of a tourism cil>. Based on a survey of 340 citizens who use public administralive services and by using a linear structure model, this sludy is to assess the satisfaclion of local residents on lhe quahly of public administrative services and how the image of adminisu-ative management syslem affects lhe credibility.
Keywords: Quality of public r.dminisd-alive service, rniages. saiisfaclion, credibility.
Structural lEquation Model, Phan Thiet cily, Vietnam.
So I -Thang 1/2020 183
