Tgp chi Khoa hoc - Cdng nghi Thuy san So 1/2013
KET QUA NGHIEN CQU DAO TAO SAU DAI HOC
Sir THOA MAN VA TRUNG THANH CUA KHACH HANG DOl VOfI MANG MOBIFONE TAI THANH PHO NHA TRANG
CUSTOMER SATISFACTION AND LOYALTY TOWARDS MOBILEPHONE NETWORK AT NHA TRANG CITY
Vu Trdn Tans', H^ H"y ^V*^
Ngiy nhan bai: 01/11/2012; Ngiy phan bien ihong qua-30/11/2012; Ngay duyet dang. 15/3/2013
TOM TAT
O Vtet Nam, cdc nghiin cuu truac ddy ve chdt lugng dich vg vd cdc rdo cdn chuyin ddi chl xem xet tdc dgng trtfc tiep cda chung din syc thda man vd long trung thdnh khdch hdng. Nghiin cuu ndy ma rgng han thong qua vifc xem xet cdc tdc dgng dieu hoa eita rdo cdn chuyin doi din moi quan he thda mdn - trung thdnh khdch hdng ben cgnh cdc tdc dgng trgc tiep. Ket qud nghien cuu cho Ihay cdc nhdn to chdt luang dfch vg cd dnh huang duang din sg hdi long khdch hdng Quan tivng hem, cdc tdc dgng tivng hoa dm ctia rdo cdn chuyen doi den mdi quan he thoa man - trung thdnh ciing dugc lim thay song song vdi tdc dgng true ttep duang din trung thdnh khdch hdng. Khdch hdng nhgn thuc cdng cao vi nhdng chi phi khi chuyen doi thi khdch hdng cdng nggi chuyen ddi mang vd Irung thdnh a lgi cho dd khdch hdng co hay khdng hdi long vdi nhd cung cung cdp hien lgi. Mat khdc, neu cdm nhdn cua khdch hdng ve nhieng chi phi khi chuyin ddi Id thap, tuy vdo mtic dg hdi long md khdch hdng a lgi hogc rai bo nhd cung cap hiin tgi. Tuy nhien. sg mdt mdt vi nhimg mdi quan he duac hinh thdnh khi su dung nhd mgng hi$n tgi da thuc ddy khdch hdng su dgng dong thdi cd nhd cung cdp hi§n tgi vd nhd cung cap khdc.
Tic khoa • Rdo cdn chuyen doi, sif thoa mdn, trung thdnh. Mobifone ABSTRACT
In Vietnam, the previous research on service quality and switching barriers only consider their direct impact on Ihe customer satisfaction and loyalty. This study expanded through the regulatory impact review of conversion barriers lo elationship satisfaction-loyalty customers besides the direct impact Research results show thai the quality of service factors have a positive impact on customer satisfaction More importantly, neutralize the negative effects of switching barriers to the satisfaction-loyalty relationship is also found in parallel with a direct positive impact on customer loyally.
Increasing customer awareness about the cost ofthe conversion, customers more problems switching network and loyalty in the customer whether or not satisfied with the current provider On the other hand, if the customer's perception ofthe cost ofthe conversion is low, depending on the level of satisfaction that customers stay or leave current provider. However, the loss ofthe relationship formed when using existing networks has spurred customers to use existing at the same time both suppliers and other vendors
K^rword: Switching barriers, satisfaction, loyalty, Mobifone
1. DJ^T V A N D 6 da eho thiy eic edng fy thudng d i o ludng l i ludn 1. Su can t h i l t p h i i nghif n cuv lim d e h dl fim thj trudng mdi nhung tai quen nudi
Duy tri v i giu chin khieh hing ludn l i bii toin dudng fhi Irudng hifn d , trang khi dd. Igi nhugn thudng fn,rc ddi vdi mdi CEO trong q u i trinh dieu dem lgi cho thuang hifu cCia thj trudng hifn d cao hinh kinh doanh Nghlfn cuu frang nginh tidp thj han rit nhidu so vdi thj frudng mdi. Trong luang lai.
' Vu Trin TOng: Ldp Cao hgc Quin tn Kmh doanh 2010 - Trudng Dgi hgc Nha Trang ' TS Hd Huy Tgu: Khoa Kinh t i - Trudng Dgi hgc Nha Trang
Tgp chi Khoa hgc - Cong nghi Thuy sdn So 1/2013
khi so thui bao ngiy eing lien den diem bao h o iva g i i cude khdng edn l i Igt t h i ddi vdl rieng doanh nghigp n i o tiii vtec tim kiim v i tgo khaeh hing mdt se nil khd khan, ddi hdi nhieu ehi phf dinh cho quang eao, khuyen mai [14]. Su h i l long v i Idng tnjng thanh eua khach hang doi vdi thuang higu ddng vai trd quan trpng eho sg thinh cdng eiJa thuang hifu Cd rit nhieu nhin td anh hudng d i n sg thda man va trung thanh cua khieh hing, ching hgn chat lugng san pham hoac djch vy, djch vy khich hang, gia,...
NhCrng nghien euu gan day eung chi ra ring, khieh hing ndi ring hg hai Idng nhung thgc fe mdc df quay lgi hay trung thinh mua hang lai eiJa hg thudng rat thip, nguge lgi d nhdng khach hang v i n thudng xuyin mua hing, nhung hp eho bidt ring hp khdng h i thda man vdi mdn hang hp mua [20]. Vi vfy, khim phi v i kilm dinh cic nhin id i n h hudng din mli quan he giua su thda man - frung thinh d a khich hing (tue eac biln dilu tilt) trd thinh mpt ddng nghiin euu quan trgng trong markeling. Theo ddng nghiin cuu nay, cic bien sd diiu tiif nhu c h i l lugng djch vu, ehi phi ehuyen ddi, chit lugng d m nhan, da duac nghien euu frong mft sd nghien cuu thude ftnh vuc djeh vy nhu ngin hing. hing khdng. Trang tinh vge viin thdng, v i n d l niy eung duge dgt ra [14]. Tuy nhien, cic bin lufn chd y l u v l mft ly thuyet v i thieu cae chung cd djnh lugng, d i e bigt frang bdi d n h Viet Nam, nai m i eic mgng vien thdng dl dpng thi nhau ra ddi...
De lai nay md rpng cac nghiin cdu trudc day [2, 17] de xay dgng mdt md hinh loan difn han, trong dd bao gdm d cie biln sd inh hudng den su thda min, trung thinh, eung nhu d c biln sd dieu tldt mil quan hf hf thda m i n - trung thanh nhu chi phi chuyen ddi, tudi quan hf. sg h i p dan f u mang khie.
v i n de nghifn cuu nay la quan frpng vi nd khdng nhung glai thich duoe eae nguyen nhan dua din sg hil Idng. trung thinh ma cdn nghien euu d d c nhin td anh hudng d i n su dich ehuyen t u hai Idng ddn trung thanh ciia khach hang Nghifn euu trude diy. rao d n thay ddi da duge dua ra nhung chi dd xem xet sg anh hudng cDa nd den Idng trung thinh eiia khich hang, d nghifn euu nay, rio d n thay doi duge dua v i o md hinh nghien euu ngoai vifc xem x i l l i c dgng ciia nd din long trung thanh ciia khieh hing, rao d n fhay doi vdi vai trd nhu mdi bien dilu tiit lac ddng den mdi quan he giua sg thda man v i Idng trung thinh khach hing. Do dd, vigc nghiin cuu eic nhin td anh hudng d i n sg thda man, Idng trung fhanh cua khach hing, dgc bigt mdi quan hg giua sg ttida man - taing thanh ddi vdi djch vy mgng di ddng tgi Viet Nam ndi ehung eung nhu tgi ttiinh phd Nha Trang - Khinh Hda ndi
rieng. d^c bift la vdi mgng di ddng Mobifone nhim giu d i n khieh hang, lim d o khach hang trer n i n trung thinh han mang ffnh d p fhtlf.
2. Ca s d ly t h u y l t va mo hinh nghifn c u u 2.1. Ldng trung thanh cua khach hang
Oliver (1997) da dinh nghTa Idng frung thanh khich hing la earn k i t sau sie ve vigc mua igi hay quay Igi su dyng mpl d e h ehac ehan san pham/
djch vy trong tuang lal, d i n tdi vife mua lap lai eiing ttiuang hifu, mge du cd t h i bj anh hudng bdi hoin d n h va cic nd Ige eua dol IhiJ frin ttij tafdng nham d i n d i n hanh vt ttiay ddi. Mdf v i n dd quan trpng ddi vdi sg thinh d n g eiia d n g ty la kha nang duy fri khach hang hifn tgi va lim gia tang Idng trung ttiinh ciia hg vdi thuang hifu Ldng trung thanh f h l hign qua vifc mua nhieu han, vdi muc gia eao han, v i tgo ra dugc danh tilng eho cdng ty qua nhtrng Idi tnjyen migng fich cgc. Reichheld & Sasser (1990).
v i Reichheld (1996) da nghien ciru g i i fri liu dii cua khich hing va gia tri eua viee x i y dung Idng trung thinh khaeh hang bing cich lang nghe Idi than phien khaeh hang, ludng trudc cac hinh vi thay d l i , v i tim hilu nguyfn nhan vi sao khieh hing chuyen sang doi thu canh tranh. Khach hing v i n tnjng fhanh nlu hp nhan duge eae gia fri tu nhi cung d p . Duy tri khieh hang chinh la ttep tyc d e hogt dpng lien hf vdl khach hang.
2.2. Sg thda man khich hang
Trong ITnh vgc vidn thdng, su h i i ldng cua khich hing l i phin ung vdl eae trgng thai ciia su hit Idng d a khach hing, v i su phan doan muc d f h i i long cOa khieh hing [14]. Sg h i i Idng ciia khaeh hang l i rit quan frpng frong the gidi kinh doanh ngiy nay, khi nang ciia mft n h i eung d p djeh vu d l tao ra mde d f cao eua su hai tdng l i rit quan trpng eho sg khac bift san phim va phat tridn mdi quan he manh me vdi khich hang.
2.3. Moi quan h$ giOa si/ thoa man vd ldng trung thdnh cua khdch hang
Sg ttida man khich hing cd t i e ddng fich cgc v i o Idng taing thinh frong tat ca cac nganh, bao gdm d djch vy vien ttidng. Theo Quy tac chudi ttida man - Igi nhugn cua Anderson va Mittal (2000), d i thign s i n phin v i dich vu se lam t i n g sg thda man, tang sg thda man se dan d i n su trung thinh cao han v i tgo ra duge lal nhuan nhieu han. Gii tri ciia sg thda man l i mft yeu td quan trpng trong cic nginh dich vy, frong dd cd dich vy viin thdng.
Trong ly thuyet eung nhu thuc tiin, c i c edng fy vien thing nen tgp trung v i o vifc ttida man khaeh hang, vi k i t qua eOa sg thda man khich hing l i iPng taing ttiinh khich hing. va d n g ty se cd duac Igi nhugn tu vifc t i n g ty If mua tai, kha nang mua lal tilm
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Tap chi Khoa hoc - Cong nghi Thuy sdn Sd 1/2013
tang, sg chip nhan fri them, nhirng hinh vi gidittiigu f l d cgc v i xu hudng thay doi thip.
2.4. Chat Itftyng dich vg
Chit lugng djch vy phai duge danh gia trfn hai khia cgnh: qui frinh cung d p d|ch vy v i kdt qua cua djch vy. Gronross (1984) cung da dd nghj hai ITnh vge eua chit luang dich vy, dd la chit lugng ky thuft va chit lugng chdc nang. Chit lugng ky ttiuit liin quan ddn nhung gi duge phyc vy v i ehit lugng chdc nang ndi len chiing dugc phuc vy nhu the nio. Parasuraman v i ctg (1985) ban d i u nghiin cdu ring chat lugng dich vy dugc d m nhin bffi khich hing dugc hinh thanh bdi 10 thinh phin:
tin d y dip dng. nang Igc phyc vu, ttep can, ljch sg, thdng tin, tfn nhifm, an toan, hieu biet khich hing v i phuang tifn hu'u hinh. Mudi thinh phin nay da bao quit h i t mpl khfa canh ciia mdi djeh vy, nhung nd cd nhuge dilm dd la phuc tap trong vife do ludng, mang tinh ly thuyet v i cd thd se cd nhidu thanh phan cOa md hinh chit lugng djch vy niy khdng dgt gii trj phin bift vi t h i sau nhilu l i n klim djnh md hinh cic nhi nghien euu di din k i t luan la md hinh chit lugng dich vy gdm 5 fhanh phan ca ban sau: fin cfy, dap ung, nang Igc phye vy, ddng d m v i phuang lien huu hinh.
2 5. M6I quan hd giifa chit lirgng djch vu, s y thda mdn ciia khdch hing
Chit lugng djch vy l i nhan to lac ddng nhieu din sg hii tdng d a f^ach hing. Nlu nha cung d p djeh vy dem din eho khich hing nhung san phim/dleh vu ed chit lugng thda man nhu d u cCia hg thi nhf cung d p d|ch vg dd da budc diu lim cho khich hing hat Idng Do dd, mudn ning cao sg hii Idng khich hing. nha cung d p djch vy phai nang cao chit lugng djch vy.
Ndi eieh khie. chil lugng djeh vy v i su hii Idng d a Chat lirt^g dich vu
• Chat lirgng cupc ggi;
• Can tnic gid cuac;
• Dich vy gia tang;
• Thu|n ti$n;
• Dich vy khich hang.
Rao can chuyin ddi
•Chiphichuy6nd6i:
+ T6nthat;
+ Thich nghi mdi;
+ Gia nhap mdi.
- Sir hSp din tij m^ng khac.
- Do dki quan hf.
khieh hing ed quan h i chgt che vdi nhau. trong do d l t lugng djch vu la cat tgo ra ttudc. quydt djnh din sg hai Idng cua khach hing. Mdi quan he nhan qui giua hai y l u td niy l i vin de then chdt frong hau hit cae nghien cuu ve su hii Idng d a khad hing, ttong dd cd rinh vgc viin ttidng [2]. Ndu d a t luong dieh vy duac d i ttiien nhung khdng dua frin nhu d u d a khach hing fhi d j d vu dd s i khdng ttida man duge khach hang. Vi viy, khi su dung djch vy, ndu khach hang c i m nhin duge djch vy cd ehll lugng cao fhi hp se t h d man vdi djch vu dd. Nguac lgi ndu khieh hang d m nhfn d j d vy d chit luong thip fhi vigc ktidng hai Idng se xuil hign.
2.6. Rio can chuyin dol
Rao can chuydn dli chinh l i nhung khd khan cua vife chuyin dli sang m f l n h i cung cip mdi khi mpt khich hing khdng hii Idng vdl eie dich vy hien lgi, hay cie ginh nang l i i ehinh, xa hdi v i lam ly, d m nhfn cua mgt khaeh hing khi chuyen sang mgt nha cung d p mdi. Rao can chuyen ddi nha eung d p trong ITnh vge djeh vy thj frudng di dgng thudng de d p l i (1) Chi phf chuydn ddi (tdn thit do chuydn ddi, chi phf thieh nghi mdi va ehi phi gia nhfp mdi), (2) Sg h i p d i n cDa mgng khie (vl danh tilng, hinh anh. chit lugng, g i i cudc,...) v i (3) Quan hf khieh hing (thim hdi, chim sde, tin cfy, mft thilt. trao d l i thdng tin,... giua khich hing vdt nhin vifn nhi cung cip d|Ch vy [13,14]. Vi viy, rio can chuyin dli d n g cao cing cd l i c dyng giu chin khich hing.
Tren ca sd md hinh tilp can fheo kilu "Rio d n chuyen dol", kit hgp ke thua cae biln san cd frong cic edng frinh nghiin edu trudc cua Phung Due Ky v i Bill Nguyen Hiing (2007), Moon Kim, Myeong Park, Dong Jeong (2004), t i c g i i de x u i l md hinh nghien euu nhu hinh 1:
Hinh 1. Mo hinh nghien cihi de xuat
Tgp chi Khoa hgc - Cong nghe Thuy sdn So 1/2013
Sau khi xem xet c i c f i i lifu lien quan v i thiefIfp md hinh nghien cuu dd xuit, cac gii thuyet sau dugc dua ra de kilm fra.
Gia thuyet 1: Su thda man d inh hudng duang d i n Idng bung thinh.
G i i ttiuyet 2: Chit lugng djeh vu ed inh hudng duang d l i sg thda man.
Gti thuylt 3: Rio d n chuyen dot cd inh hudng duang d i n Idng trung thinh.
Gti ttiuylf 4: Rao d n chuyin ddi cd l i c dyng dieu hda i m din mdi quan hf thda man - tmng thinh.
G i i thuyit 5: Su h i p d i n tu mang khic d anh hudng i m den idng trung thinh.
G i i thuylt 6: Sg h i p d i n td mang khie d lac dyng dilu hda i m ddn mli quan hf thda min - trung thinh.
G i i thuyet 7. Tuoi quan h f (dd d i i quan hf) cd i n h hudng duang den Idng tnjng thinh.
G i i thuydt 8: Tudi quan hf (dp dai quan hf) ed t i c dyng dilu hda duang ddn mdi quan hf thda man-taing thanh.
II. D 6 I Tl/ONG K H A O S A T V A PHU'ONG P H A P NGHIEN ClXl
1. Ddi tugng khao s i t
D l i tugng nghiin euu t i mgng dl dfng Mobifone, thdng qua vifc diiu tra khich hing dang sd dyng mgng dl ddng Mobifone trfn dja bin thinh phd Nha Trang vdi 300 bing d u hdi duge gui din khieh hing fheo phuang phip lly m i u thufn ttgn.
2. Phucmg phap nghien CI!FU
Toin bg du tieu dieu tta dugc lim sgeh, xd l>? va tiin hinh phin lieh md t i , phin lich nhin t l kham phi tren phan mem SPSS. CCing vdi dd, sg h i frg eiia phin mem AMOS 16.0 giiip thuc hiin phin fich nhin fd khing djnh v i klim djnh sg phii hgp eua md hinh vdi du lieu ttii frudng, eung nhu kiem djnh eic gia thuylt de xuit cua md hinh nghien euu. Md hinh nghiin cuu eung eie gii thuyit cua nghifn cdu niy dugc xiy dgng tren ca sd khung ly thuylt v l sg hil long, Idng frung thanh; ke thua ed su dilu chlnh, bd sung md hinh nghien cuu trudc ed lifn quan. Theo dd, d e nhin id ehit lugng djch vy t i e dpng d i n sg thda man, nhin to rio d n chuyen ddi t i c ddng den Idng trung thinh; han nua, rao d n thay doi vdi vai trd nhu mft biln dieu t i l l den mdi quan hg giua sg thda man v i Idng trung thinh ciia khieh hing duge dua ra xem xft, nghien cdu va binh luan.
III. K^T QUA NGHIEN cCru vA THAO LUAN 1. Mdta m l u
Trong tdng sd"253 mlu dilu tra, co d u nam nu lan lugt l i 56,9%, 43,1%; dd ludi eOa khieh hing
tham gia fri Idi phdng v i n ehii ydu nam trong khoing 20 tudi den 50 tudi, vdi trinh d f hoe v i n l i dgi nge (chidm 53.8%). V I nghi nghifp, nhdng ngudi dugc phdng v i n da sd l i gidi d n g chde, nhfn vidn van phdng, d i y l i nhung khich hing d mde ttiu nhgp dn djnh. Kef qua dieu fra eho thiy, mdc fhu nhip tren 5 trifu ddngfthing d i d m ty lg eao nhit 32%, tifp theo thu nhip 2 frif u ding din 3 trigu ding/thang chidm 22,1%, k l ddn l i mdc Uiu nhfp 3 trifu dong d i n 4 trifu ddng/thing chiem 20,2%.
2. P h i n tfch nhan to EFA
K i t qua Cronbach's Alpha: he sd tuang quan bidn tdng ciia eac biln quan s i t Irong mdi thang do d i u Idn han 0,3, han nCra hf s l Cronbach's Alpha cOa eic ttiang do ddu cao han mdc d l nghj 0,6. cho thiy eic thang do deu dgi dg fin d y - Vi vgy, d e biin quan sif d a mdi thang do tilp tyc dua v i o phin tfch EFA tilp ttieo. Nghifn ciru nay sd dyng phuang phip trieh nhin td Principal Axis Factoring vdi phip quay Promax. k i t q u i phin fich EFA ehi ra rang ed 12 nhin td dugc nit ra tir d c thang do cd hf sd l i i nhfn td (factor loading) ddu Idn han 0.5 va tdng phuang sai frich Idn han 50% dgt yeu d u . K i t q u i eung ehi ra rang ehi s l KMO n i m trong khoang tu 0,5 d i n 1, va mt^e y nghTa bang 0 (Sig.=0,000<0,05) trong kilm djnh KMO and Barllett's chdng to phan Uch nhin td phii hgp vdi c i c du lifu v i d c biln quan s i t cd tuang quan vdi nhau.
3. Phan tich nhan td CFA
Mudi hai do tudng d e d u tnic khii nif m t u kit q u i phin tfch EFA. cCing vdi t u l i quan h f s i l i ddi tugng eua phan tfch nhin td CFAsd dyng phan mem AMOS. Kdt q u i phin tich CFA: Chl-binh phuang l i 354,189 va 165 bic t g do vdi p=0,000 chdng td md hinh nay cd •j/ nghTa thdng ke vdi cd m i u 253.
Chi-square/df=2,147<3; GFI=0,894; TLI=0,908>0.9;
CFI=0,940>0,9 va RMSEA=0,067<0,08 nin md hinh phli hgp tdt vdl du lifu. Cae trpng sd ehuin hda d i u Idn han 0,5 v i cie trpng sd chua chuan hda d i u d •j/ nghTa thdng kf (P<0,05) n f n c i c khil mfm dgt dugc g i i trj hfi ty Md hinh do ludng nay phii hgp vdi dd lifu thj tardng va khdng cd luang quan giua d e sai sd do ludng nen nd dgt tfnh dan nguyen. Dp fin d y t i n g hgp va tdng phuang sai trfch dugc tinh t o i n dga trin cie trgng sd chuin hda, k i t qua eic fhang do deu cd dg tin egy tdng hgp Idn hon 0,6 v i tdng phuang sai frich ldn han 50% nen cie thang do d i u dgt d f tin cfy. Sau khi tfnh toin gia tii P-vatue dga tt^n he sd tuang quan ciia tung cap khii nif m, cho thiy P-value deu nhd han 0,05 nen hg s l tuang quan eua tdng cfp khil nifm khic bift so vdi 1 d dg tin cfy 95%, do dd eac thang do d i u dgt g i i tti phin bifL
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4. Kilm dinh mo hinh SEM4.1. Kiem djnh mo hinh SEM xem xdt tdc ddng ciia cic nhdn ti chat lu^g djch vu den thoa man, trung thanh
Md hinh SEM d u a n hda sau khi loai bd cac mdi quan hf d u tnic khdng cd y nghTa thdng ke d o k i t qui: gii til P=0,000<0,05; Chi-square/df=2,567<3;
GFI=9,48>0,9; TLI=0,941>0,9; CFI=0,963>0,9 va RMSEA=0,07g<0,08 nen d ttil k i t lufn md hinh phii hgp tdt vdi du lifu nghien cuu v i thong ke n i y cd
^ nghTa vdi d miu 253. Kef qua phan tieh cho friay trong 3 nhin td t i e ddng den sg thda man, frong dd nhin id Djch vy khach hing l i c dfng duang manh nhit din su thda man vdi he sd t i c ddng chuin hda la 0,341. Tiip theo, nhfn fd Cau tnic gia cude eung tac dfng duang din sg thda man vdi h f sd t i e dfng chuin h d l i 0,299. Cudi eung, nhan td Hda mgng va Vling phu sdng t i c ddng duang d i n sg thda min vdi he sd fie ddng chuin hda l i 0,229. Kit q u i cung chl ra sg l i e ddng duang cua thda man d i n long trung thinh cua khich hang vdi he sd tae dgng 0,514. NghTa l i khach hing vdi mgt mue dp hai long cao hon se cd xu hudng eao han de dung Igi hoge gldl Uiigu cae sin phim vdi ngudi khac.
4 2. Kiem dmh mo hinh cau tnic SEM xem xet tdc d^ng cua cdc nhdn td rdo can din thda man, trung thanh va mii quan hd thoa mdn - trung thdnh
Trong nghifn cuu niy, t i c gia da tiln hanh cae
thii tyc phin tich tgo 5 biln tiling hda dga ttieo phan tfch ciia Tuu Olsen & Linh (2011), theo do cic bien thda manjhfch nghi (S_AD), thoa man_sde hap d i n (S_AT), ttida min_fudi quan he (S_AGE), thda man_gla nhfp mdi (S_JO), thda manjdn that (S_LO) dugc tao ra. Cung vdl cic nhan td rio d n va biln tiung thanh 5 md hinh trung hda dugc kiem djnh dgc lgp nham loai bd d c biin trung hda khdng cd y nghTa thing k i .
K i t qua kiem djnh, ehi co bidn S_LO oing vdi Thda man (TM) va nhan td Tdn ttiif (TT) ed y nghTa thdng kf nfn duge v i o md hinh frung hda cudi cung. Md hinh niy d Cht-square/
df=3,040<5; P=0,000<0,05; chi sd GFI=0,961>0,9;
TLI=0,938>0,9; CFI=0,969>0,9 v i RMSEA=0,090, do dd, cd I h l kit luin md hinh phii hop lot vdl du lifu nghien euu. K i t q u i kilm djnh cho thiy sg thoa man t i e dgng duang den Idng frung thinh vdi he s l l i e dgng 0,525; ton thit t i c ddng duong din Idng trung thinh vdi hg sd t i e ddng 0.183 va t i e ddng am den quan hf hil Idng - trung thinh vdi hg sd t i e dgng 0,25. K i t qua nay l i ca sd dua ra cac kit luin dung d i n frong vifc ung hp cie gti thuylt 1, 3 v i 4.
4. 3. Kiim dinh md hinh nghien ciru
Sau kht loai bd eac nhin td t i c dfng khdng d y nghTa thdng ke ra khdi md hinh, d c nhin td d n Igt se duge dua v i o md hinh nghifn d u eudi d n g (hinh 2):
Chi-square=171.211 ; cir=ei: P=.000 : CH-sqiura/dr^2,e07 , GFI-.916 : TI_l=.B04: CFI=.e3S;
RMSEA=.0e5
mnh 2. MS Md hinh nghien edu eho t h i y Chi - binh phuang ti^n bfe tg do CMIN/d^2.807<3; d c chi sd GFI=0,916, TLI=0,904, CFI=0,935 deu cao han mdc d l nghj 0.9; RMSEA=0,085, do dd, cd the kit luin ring md hinh nghifn euu phii hgp tiSt vdi du lifu nghiin edu. Nhu d l xult ban dau, gia thuyet 1, ba gii thuylt con cua g i i thuyet 2 va hai g i i thuylt con d a g i i ttiuydt 3,4 dugc ung hf. Theo do, Thda min d inh hudng duang den trung thinh khich
hinh nghien cihi
hing vdi hf s l anh hudng l i 0,533; Djch vy khach hang, Ciu tnic g i i cudc, Thu tye hda mang&Vung phli sdng d anh hudng duang d i n sg thda man khich hing vdl eac hf s l anh hudng Iln lugt l i 0,360, 0,316 v i 0,200; Tdn thit ed anh hudng duang den tmng thinh khich hing vdi hf sd anh hudng 0,257, ding thdi tdn thif d inh hudng i m d i n d i n m i l quan hf thda man - bung ttiinh vdi h f sd anh hudng l i 0,290. K i t qui kiem djnh ehi ra
Tgp chi Khoa hgc - Cong nghi Thdy sdn S61/2013
ring he sd xie dinh d a sg ttida man R^^ = 0,548 nghiin cdu frudc day tgi Vift Nam phan ^ n tue la 54,8% biin ttiien d a ttida min dugc giai quin v i n d i n i y Tudi quan h f - n^sn ro n v tfifch bdi md hinh, frong kh. dd he sd x i e djnh d a t i e gia dua vao md hinh nghien cuu va. hy ^ g frung ttiinh R ^ ^ = 0.378 eho ttily 37,8% biln ttilin ^nh hudng ding k l den aing h i h ^^-^^^^^l c d a L g t h i n r d u g c g i i l l h i c h b d i m d h i n h . ^^ZZ^t^A^Z-^Z'^T^^^^^^IV. K t T LUAN VA KI^N NGHj ^^^n ^^ ^ ^ ' J ' f 9 ^ ^ ^ ' ^ ' ' ""^^ ' " ' " ' ^ K i t q u i nghien euu chi ra ring 3 nhin td djch "^^\- ^ " 9 ^^"^, ^^^^ ^ ^ " 9 - . ^ ^ „ tac quin ly vy k h i d hing thu tuc hda mgng v i viing phij sdng, M°} ^ , h i m y d nh sadi cho ^ " 9 ^ ^ J l ^ ^ '^
elufriicgiicJdeedanhhudngtichcgcdinsgthda • ^ ' ^ ^ ^ ^ i a d l x u a t frongddnhln rngnhj^ekho^^
man khieh hing. Ddng gdp Idn td nghien cdu nay ngung ning eao chit ^^^"^ f^'^^'^'^^^^^^^ ^^ ^ l i khim phi ra rao d n ehuyin ddi ed inh hudng " h i m tang khi ning ' f " ^ 5 ^ " ^ / " " ^ " ' J J ' 3 ' I ding k l Sin frung ttiinh khaeh hang, cung nhu t i e " h i quan ly vfn dyng Imh hoat d e mo ^ n ^ ^ u i ^ " I dfng didu ttif din mdi quan hf gida su hit Idng eua ddi d l dat dugc myc tiiu cul. cung cua mmh l i giu khach hing v i tiling ttiinh khaeh hang trong khi cie chan khich hing cung dugc l i e g i i gg. y.
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204 • TRLA3NG BAt HQC NHA TRANG
