Cac nhan to tac dong den ket qua kinh doanh cua cac doanh nghiep khach san nha hang Viet Nam diTdi sff dieu tiet cua mdi trffdng:
Nghien culi tai TP. Ho Chf Minh
LCTa HOAMG GIANG*
Torn tit
Nghien eiiu nham do ludng mdc do dnh hudng cua dinh hudng thi trUdng, dinh hudng hge hdi vd vai trd trung gian cua ddi mdi vdi ki't qud kinh doanh cua cdc doanh nghiep khdch sgn • nhd hdng Viet Nam dudi sU dieu tiet cda moi trUdng. Ke't qud cho thdy, cde nhdn td: dinh hudng thi trudng, dinh hudng hgc hdi. ddi mdi, moi trudng cd dnh hudng de'n ke't qud kinh doanh cua doanh nghiip. Bin cgnh dd, moi trudng cd ldc dgng tdi mdi quan hi nhdn qud td dinh hudng thi trudng, doi mdi vd dinh hudng hge hoi tdi ki't qud kinh doanh cda doanh nghiip.
TiJf khda: dinh hudng thi trUdng, dinh hudng hge hdi, doi mdi, moi trudng kinh doanh, kit qud kinh doanh
Summary
The study aims to measure the impact of market orientation, learning orientation, and the mediating role of innovation in business performance of hotel and restaurant enterprises under the regulatory impact of the environment. The outcome shows that market orientation, learning orientation, innovation, environment create an impact on business performance. In addition, environment affects the causal relationship from market orientation, innovation and learning orientation to business performance.
Keywords: market orientation, learning orientation, innovation, business environment, business performance
GI61 THIEU CO s d LY THUYET VA PHUONG PHAP NGHIEN CU'U
Hien nay, canh tranh giffa cdc doanh
nghiep khach san - nha hang de' tim kie'm Ccf sd ly thuye't
khdch hang vd ldi nhudn dang ngay edng Theo Lambin va Geist (2007), dinh hffdng thi trffdng trd ndn gay gat. Nhffng khach hang da nham thiic da'y Idi nhuan cho doanh nghiep, xdy dffng su" dung san phd'm vd dich vu eua doanh eac giai phdp gia tn vffdt trdi cho khdch hang vd cdc nghiep khdch san - nhd hang dffdc xem cd' ddng thi trffdng lidn quan khde. Narver vd Slater la dd'i tffdng quan trpng ma doanh nghiep (1990) eho rang, chieu hffdng chinh eua dinh hffdng hffdng dd'n va tap trung khai khdc. Vd'n thi trffdng la dinh hffdng khdch hang va dmh hffdng dd'i de ddt ra dd'i vdi cdc chu doanh nghiep thu. Dd' ed the dp dung ca hai dinh hffdng td't hdn, no Id lam sao cd the tac ddng tich cffc dd'n can phai dffdc kd't hdp vdi dinh hffdng thff ba la phd'i hanh vi cua nhdm khdch hang nay. Mdt hdp giffa cde chffc nang trong edng ty nhdm ldm ndng trong nhffng giai phap cd ban eho cdc cao ndng Iffc canh tranh cua cdng ty so vdi ddi thu, doanh nghidp khdch san - nha hang hidn ddng thdi tang sff hdi Idng ciia khdch hang.
nay chinh la dinh hffdng thi trffdng, dinh Dinh hffdng hpc hoi la sff phat trien kid'n thffc mdi hffdng hoc hoi. Vide thffc hien td't cdng hoac phdt trid'n sff dd'i mdi trong cdng ty va thdm ehi cd tdc dinh hffdng thi trffdng, dinh hffdng thd' hpc hoi tff nhffng nhdn vien eua cdng ty (Baker vd hpc hdi cd thd' giup doanh nghiep phdt Smkula, 1999).
huy cac nguon Iffc san cd mot each td'i da Nybakk (2012) khdi niem. dd'i mdi la "xu thd' cua nhdm dap ffng nhu cau, mong mud'n cua cdc cdng ty de' tao ra va/hode dp diing eac san pham khach hang. mdi, cdc quy trinh san xud't vd cdc md hinh kinh doanh ".
'ThS,, TrUcing Dai hoc Van Hien
Ngdy nh4n bdi: 26/02/2020. Ngdy phdn bien: 16/03/2020; Ngdy duyel ddng 17/03/2020
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HINH: MO HIMH tSGHIEN CCfU
riuon: Tac g!a de x BAtSG 1: BAMG THONG KE KET QUA TONG HOP LAN KIEM DINH
c a d i CONG CUA TCTNG NHOM B I E N STT
1 2 3 4 5
NhSot^
Dinh hffdne thi trffdna Dinh hffdnahoc hoi Doi mdi MOI trirdne Ket Qu3 kinh doanh
0.889 0.877 0.863 0.929 0.896 Nguon Xu ly tu phan mem SPSS Mdi trffdng Id tdng the eua mdi trffdng xung quanh cua td' chffc. Harrison (1996) dinh nghia mdi trffdng nhff td't ca eac hodn canh dieu kien cd anh hffdng dd'n mpi nhan to' xung quanh cung nhff sff phdt trie'n cua td chffc hoac ba't ky he thd'ng ndi bd ndo eua nd.
Theo Miller va Broamiley (1990), kd't qua la mot sff phan anh khd ndng cua to' chffc de' dat dffde muc tidu de ra, hay ndi edch khde, phan dnh kha nang cua tS chffc de' dat dffdc muc tidu trong dai ban.
Cdc nghien cffu cho thd'y mdt vai trd quan trpng eua dinh hffdng thi trffdng ddn dd'n kd't qua kinh doanh (Kara va edng sff, 2005). Hdn nffa, nhieu nha nghien cull chi ra rang, kd't qua tich ciJc bat ngudn tff sff phdt trien dinh hffdng thi trffdng (Kennedy va cdng sff, 2003). Cdn Eshlaghy^va Maatofi (2011) lai khang dinh, sff doi mdi cd the' ddng gdp tich cffc vdo kd't qud cho cdng ty. Trong khi Mavondo vd cdng sff (2005) eho tha'y, dinh hffdng hoe hdi da mang lai kd't qua dch cffc cho hoat ddng kinh doanh cua cdng ty.
Mo hinh vd gid thuyet nghien cdu
Qua Iffdc khao cde nghien ciiXi di trffdc ke't hdp vdi nghien cffu dinh tinh, tdc gia de xud't 4 nhan td'anh hffdng de'n ke't qua kinh doanh cua doanh nghiep khach san - nha hdng, gdm ed: Dinh hffdng thi trffdng (MO), Dinh hffdng hoc hoi (LO), Ddi mdi (IN), Mdi trffdng (BE).
Trong do, Mdi trffdng ddng vai trd la bie'n trung gian dieu tid't. Md hinh nghien cffu dffde trinh bay tai Hinh .
Gia thuye't nghien cffu dffdc phdt bie'u nhff sau:
H1: Dinh hffdng thi trffdng tac ddng dffdng dd'n ke't qua kinh doanh.
H2: Dinh hffdng thi ffiTdng tdc dpng dffdng den ddi mdi.
H3: Dinh hffdng hoc hdi tae dpng dffdng den ket qua kinh doanh.
H4: Dinh hffdng hoc hdi mang lai kdt qua dffdng
dd'n ddi mdi. ,, H5: DOI mdi mang lai anh hffdng dffdng den ket qua
kinh doanh.
H6: Mdi trffdng dieu net moi <f^^"\
giffa dinh hffdng thi trffdng va ket q kinh doanh giffa cac doanh nghiep-
H7: Mdi trffdng dieu tiel moi l^f "."^
giffa dd'i mdi vd k^t qua kinh doanh giffa cdc doanh nghiep. , , „
H8: Mdi trffdng diiu tiet mpi q"f ".»ij giffa dmh hffdng hoc hoi va^kdt qua kmh doanh giffa cdc doanh nghidp.
PhUcfng phdp nghien cdu Trong nghien cffu nay, tac gia thu thdp mdu nghidn cffu la 520 ldnh dao tff 520 doanh nghidp (giam ddc, pho giam dd'c, quan ly..,) cong tac tai cac khdch san - nha hang tren dia ban TP. Ho Chi Minh. Sau khi thu ve va lam sach sd lieu cdn 503 ban tra ldi hdp Id. Thdi gian khao sat thffc hien Wong thdng 11/2019.
Tac gia sff dung ph^n mem SPSS 22.0 va AMOS de phan tich dff lieu.
KET QUA NGHIEN CLfU
Kietn djnh Cronbach's Alpha Ke't qua kid'm dmh Cronbach's Alpha cua cdc nhdn tddao ddng tff 0,863-0,929 (Bdng 1) vd 29 bie'n quan sdt tffdng ffng vdi cde nhan toed hd sd'tffdng quan bie'n td'ng > 0,3, chffng td dff Heu phu hdp eho phdn tich nhdn td'khdm phd (EFA).
Phdn tich EFA
Kd't qua phan tich EFA cho thay, 29 bie'n quan sat thuoc cdc nhan td' ed anh hffdng vdi nhau. Theo Bang 2, he so' KMO
= 0,878 > 0,5 chtJng td phdn tich nhan to' de nhdm cac bie'n lai vdi nhau la thich hdp vd dff lidu phii hdp cho vide phdn tich nhdn td'. Thd'ng ke Chi-Square cua kiem dinh Bartlett's la 9892,253 vdi df = 496 bac tff do dat gid tn Sig. = 0,000. Do vdy, cac thang do dd phan tich la chd'p nhdn dffdc.
Phdn tich nhdn to khang dinh (CFA) Kd't qua kiem dinh CFA eho thd'y, Chi-square = 1047,071, md hinh cd 355 bdc tff do, Chi-square/df = 2,949 (p = 0,000). Cac chi sd GPI = 0 883 TLI = 0,914, CFI = 0,925 va chi sd' RMSEA = 0,062. Nhff vdy, dff lieu phdn tich tffdng thich vdi md hinh nghien cffu.
Kiem dinh md hinh nghien ciiu Theo ke't qua phan tich mo hinh ca'u true tuye'n tinh (SEM), chi sdCMlN/df = 3 262 chi sd TLI = 0,900 va CFI = Q 91 j />'{. g.' ehi so GFI = 0,870 > 0,8, RMSEA 1 0 067 (< 0,08), gid tti kiem dinh P-value = 0 00 (<
0,05) ndn d dp tin cay 95%, ui ke't tudn rdne dff lieu phu hc^ vdi md hinh SEM, cdc k 4 qua giai thich ddng tin cdy de sff dung
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Ke't qua kid'm dinh gia thuye't cho thd'y:
Hd sd' tac dpng cua dinh hffdng thi trffdng len kd't qua kinh doanh la 0,257 vdi y nghTa kiem dinh Sig. = 0,000 (<
0,05), nen d dp tin cay 95%, ta ke't luan rdng dinh hffdng thi trffdng cd md'i quan he Cling chieu Idn ke't qua kinh doanh.
Di^u nay khang dinh vai tro dieu tie't ctia bien mdi trffdng, sff xud't hien cua mdi trffdng lam gia tdng cffdng dp tac ddng eua dinh hffdng thi trffdng len ke't qua kinh doanh.
He so' tae dpng cua djnh hffdng hoc hdi Idn ke't qua kinh doanh Id 0,313 vdi gia tri Sig. la 0,00 (< 0,05) d dp dn cdy 95%. Nhff vdy, dinh hffdng hpc hdi tac ddng ciing chieu vdi ke't qua kinh doanh.
He so tac dpng ciia dinh hffdng hoc hdi len doi mdi la 0,281 vdi gia tri kie'm dinh Sig. = 0,00 (< 0,05) d dp tin cdy 95%. Tdm lai, dinh hffdng hpc hoi cd mdi quan he cung chieu vdi ddi mdi.
He sd' tdc dpng cua dinh hffdng thi trffdng len ddi mdi Id 0,060 vdi y nghia kiem dinh Sig. = 0,060 (> 0,05) d dp tin cdy 95%, do dd dinh hffdng thi trffdng khdng cd mdi quan he len dd'i mdi.
Hd so' tdc ddng ciJa doi mdi len kd't qua kinh doanh Id 0,468 vdi gid tri Sig.
= 0,00 (< 0,05), cho thd'y vai trd dieu tie't
BANG 2: KMO AND BARTLETT'S TEST He so KMO (Kaiser-Mf;ver-OII<inl
M6 hinh Iciein tra cua Bartlett's Bfir tirdodf .Sic ( ( , i a i r i P - V M l i i , - l
9892.253 0.000
cua nhan to' mdi trffdng len md'i quan he giffa dot mdi va kd't qua kinh doanh kha rd ret.
Nhff vdy, kd't qua ffdc Iffdng md hinh ly thuye't trong phan tich SEM eho tha'y cdc gia thuye't HI, H3, H4, H5, H6, H7, H8 dffdc cha'p nhdn vdi dp tin cdy 95% va tdc ddng cung chieu nhau. Gia thuye't H2 bi bae bo.
DE XUAT GIAI PHAP
Dffa tren kd't qua nghien cffu, tae gia de xud't eac doanh nghidp khdch san - nha hang can thffc hien nghiem tuc vd td't cdng tac dinh hffdng thi trffdng nham gay dffng niem tin tff phia khdch hdng.
Ben canh dd, chu ddng hpc hdi d cdc doanh nghiep khdc cdc kinh nghiem quan ly, kinh doanh... qua do cai thidn ky ndng lam vide cua nhan vien, khuye'n khich hdp tdc giffa cdc nhdn vidn, tim cdch eai thidn each thay ddi suy nghi cua nhan vien...
Phai ludn cdi tid'n san phd'm/dich hang nam, ludn tim each thffc kinh doanh mdi, tao ra san pha'm va dich vu mdi vd ddc bidt ludn thff nhffng y tffdng kinh doanh mdi cho doanh nghiep.
Ngoai ra, can thay ddi, tid'p can va phat trie'n cdng nghe mdi de ddn de'n ke't qua kinh doanh tdt hdn.G
TAI LBEU THAM KHAO
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2. Eshlaghy, A.T., Maatofi, A (2011). Leaming orientation, innovation and performance, European Joumal of Social Sciences, 19(1), 114-122
3. Harrison, F (1996). Policy, Strategic and Managerial Action, Boston
4. Kara, A., Spillan, J, E. & Deshield, O, W (2005). The Effect of a Market Orientation on Business Performance: A Study of Small-Sized Service Retailers Using MARKOR Scale, Journal of Small Business Management, 43
5. Kennedy, K, N., Goolsby, J, R. & Arnould, E, J (2003). Implementing a customer orientadon:
Extension of theory and application. Journal of Marketing, 67(4), 67-81
6.Liimbm,E,F.,Geist,H,J(2Wl).Causesqflanduseandlandcoverchange,'WafihmgtonDC:Encydopedm of Earth, Environmental Information Coalition, National Council for Science and the Environment.
7. Mavondo, F.T., Chimhanzi, J., Stewart, J (2005). Learning orientation and market orientation Relationship with innovation, human resource practices and performance, European Journal of Mar/:eting, 39(11-12), 1235
8. Martin, H, J., Martin, A, B., Minnillo, R, P (2009). Implementing a Market Orientation in Small Manufacturing Firms: From Cognitive Model to Action, Joumal of Small Business Management, 47( I), 92-115
9. Miller & Broamiley (1990). Organizational Learning and Organizational Performance: A Correlation Study in the Kingdom of Saudi Arabia
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11. Nybakk, E, (2012). Learning orientation, innovativeness and financial performance in traditional manufacturing firms: a higher-order structural equation model. International Journal of Innovation Management, 16(5), 1-28
