Cac nhan to anh hudng den SLf hai long cua ngiTGfi dan ve chat lu'dng djch vu
hanh chmh cong
tai Bao hiem xa hoi t?nh Kien Giang
TRAN HOANG MY' NGGVeN VAN TIEN"
Tom tat
Muc tieu cua nghien ciiu ndy nhdm lim ra ede nhdn to dnh hudng di'n sU hdi long cua khdch hdng dang giao dich tgi Bdo hiem xd hgi tinh Kiin Giang (BHXH Kien Giang). Nhom tdc gid dd tie'n hdnh thu thdp dff lieu sa cdp 250 ngudi ddn den giao dich tgi BHXH Kiin Giang trong ndm 2019 vd tim dugc6nhdn tdtdc dgng di'n sUhdi long cffa ngUdi ddn. gom: Cosd vgt chdt;
Ndng luc nhdn viin; Quy trinh thu tuc; Su tin cay; Su dong cdm; vd Thdi do phuc vu. TH do, di xudl cde hdm y chinh sdch, ndng cao chdt luong phuc vu hdnh chinh cong lgi BHXH Kiin Giang, ldm thoa mdn sU hdi long cua khdch hdng thdi gian tdi.
Tii khda: su hdi Idng, ngudi ddn. Bdo hiem xd hgi tinh Kien Giang Summary
The study is to find out determinants of satisfaction of customers conducting transaction at Kien Giang Social Security. By collecting primary data of 250 people carrying out transaction at Kien Giang Social Security in 2019. the authors discover 6 factors affecting their satisfaction, including: Facilities; Staff capacity; Procedures; Reliability; Empathy; and Service attitude. From this finding, policy implications are proposed to improve the quality of public administration al Kien Giang Social Security so as to satisfy customers in the coming time.
Keywords: .satisfaction, people, Kien Giang Social Security
Gi6l THIEU trinh ttf thu tuc giai quyet hd sd chtfa hdp ly, chtfa sdt vdi tinh hinh thtfc te'... Do Tff nam 2012, BHXH Kidn Giang da thtfc hidn vdy, lanh dao BHXH Kidn Giang ludn cai each hanh chinh theo cd che' mot cffa. Mdi nam, chd trpng de'n vide cai thien cha't Itfdng BHXH Kidn Giang tie'p nhdn khoang 15.151 hd sd phuc vu cua minh de td chffc, cd nhan cac loai, htfdng d§n giai thich cho hdn 3 600 Itfdt td hai Idng khi sff dung dich vu cdng cua cd chffc cd nhan dd'n lidn he giai quye't chd' do, chinh sach quan BHXH.
BHXH, bao hiem y te. Ddn vi thffc hidn td't cdng tac , , „- , cai each hanh chinh theo cd che mdt cffa. Vidp tiep CO SO LY^ THUYET VA PHU'ONG nhan va giai quyd't hd sd da cd ban di vao ne ne'p, tao PHAP NGHIEN Cl/U
thudn Idi cho ngtfdi lao ddng vd nhan ddn.
Tuy nhidn, do khdi Iffdng cdng vide Idn vd phffc Cd sd ly thuyd't
tap, ndn cung xua't hien mdt sd mat han che, nha't Theo Parasuraman vd cdng sff (1985), Id trong cac quan he phd'i hdp cdng tdc giffa cd quan md hinh chd't Itfdng dich vu dddc xay BHXH vdi cdc td chffc, ca nhan, mdt sd quy dinh ve dffng dffa tren phdn tich cdc khoang
• Bao hiem xa hpi tinh Ki^n Giang
•• Trtfdng Dai hoc Ngan hang TP. Ho Chi Minh
Ngaynhan bdi- 13/01/2020: Ngdy phdn bien: 10/02/2020; Ngdy duyet ddng: 14/02/2020
28
each chdt Iffdng dich vu. Parasuraman vd Cong sff (1988) da tie'n hdnh phat trien thang do chd't Iffdng dich vu dtfdc gpi ten la SERVQUAL con iai 05 thdnh phan gdm: Tin eay (rehabihty): Kha nang thtfc hien dich vu phii hdp va chinh xdc vdi nhffng gi da hda hen; Dap ffng (responsiveness): Ndi Idn sff mong mud'n va san sang eua nhan vidn phuc vu cung cd'p dich vu chd khach hang mdt each kip thdi; Nang life phuc vu (assuarance):
Kie'n thffc, chuydn mdn va phong edch Hch lam cua nhan vidn phuc vu; kha nang lam cho khach hang tin tffdng;
Dong cam (empathy): Thd hidn sff dn c^n, quan tdm dd'n tffng ca nhan khdch hdng; Phffdng tidn hffu hinh (tamgibles):
The hidn bdn ngoai cua cd sd vat cha't, thie't bi, trang phuc eua nhdn vidn, vdt lieu vd cdng cu thdng tin.
Nghien cffu cua Goulrou Abdollahi (2008) cho thd'y, cac nhan td anh hffdng de'n sff hai long cua khach hang bao gdm: Chd't Iffdng dich vu cam nhan;
Sd thoa mdn; Rdo can chuydn ddi; Sff Iffa chpn; va Thdi quen. Mdi khai niem nghien cffu deu cd thang do tffdng ffng.
Vd Nguyen Khanh (2011) nghien cffu sff hai long cua ngtfdi ddn dd'i vdi dich vu hanh chinh cdng khi ffng dung tidu chua'n ISO tai UBND Qudn 1, TP.
Ho Chi Minh. Ke't qua cho tha'y, cd 4 nhan td' anh htfcing de'n stf hdi Idng cua khach hang (td chffc, ngffdi dan) theo thff ttf quan trpng Id: (1) Quy trinh thu tuc; (2) Kha nang phuc vu; (3) Sff tin cdy; (4) Cd sd vdt chd't.
Van Thdy Hang (2011) nghien cffu ve stf hdi Idng cua khdch hang dd'i vdi dich vu cdng - nghien cffu tinh hudng kd khai thud' qua mang tai Chi cue Thud' quan Phu Nhudn, TP. Hd Chi Minh. Kd't qua nghidn cffu da chi ra, cd 4 nhan td' anh htfdng dd'n stf hdi Idng cua ngtfdi nop thud', bao gdm: (I) Phtfdng tien hffu hinh; (2) Dp tin cdy; (3) Sff dam bao; (4) Sff ddp ffng. Trong do, bid'n Sff dam bao cd anh hffdng Idn nhd't de'n sff hdi long cua ngtfdi nop thud'.
Nguydn (^ud'c Nghi vd Quan Minh Nhtft (2014) nghien cffu cdc nhdn td'anh hffdng dd'n mffc dp hai Idng cua ngffdi dan ddi vdi cd che' mdt cffa lien thdng tai quan Thd't Nd't, TP. Can Thd. Thu thap tff 130 ngffdi ddn cd sff dung cd chd' mot cffa lidn thdng tai qudn Thd't Not. Ke't qua nghien cffu da chi ra 3 nhdn td' anh htfdng de'n mffc dp hai long, dd la: Stf
HIMH: MO HINH MGHIEN C t / G DE X G A T Cac yeu to nhan khan hoc
S„„„rf,
Co sa vfit chat
Nang l\ic nhan vien
Thai do phuc vu
Sij dong cam
Quy trinh thu tuc
Nguon Theo de xuat cua n h o m tac gia
phan dnh vd phtfdng tidn hffu hinh; Cha't Itfdng ngudn nhan Itfc; Tie'n trinh gidi quye't hd sd. Trong do, chd't Itfdng ngudn nhdn Itfc la nhdn td' cd tac ddng manh nha't den stf hai Idng cua ngtfdi ddn.
Tren cd sd thu thap tff ke't qua khao sat 642 khach hang ve stf hai long cua khdch hang dd'i vdi chd't Itfdng dich vu tai Btfu didn tinh An Giang, Le Nguyen Doan Khdi, Huynh Chau Khdnh vd Le Bao Todn (2017) da chi ra 3 nhdm nhdn to' anh htfdng de'n stf hdi long cua khach hdng Id: "Gid tri cam nhan"; "Cung each phuc vu "; va "Stf ddng cam".
Pham Thanh Dd'u va Dang Thanh Ha (2018), nghidn cffu ve sff hai long cua ngffdi ddn ddi vdi dich vu tai Sd Giao thdng Van tai Tra Vinh. Kd't qua nghidn cffu da cho thd'y, cd 6 nhdn to dnh hffdng den mffc dp hdi long cua ngffdi dan la: (1) Sff tin cdy; (2) Ndng lffc nhdn vidn; (3) Thdi dd nhan vien; (4) Sff ddng cam nhdn vien; (5) Quy trinh thu tuc; (6) Phi dich vu.
Md hinh nghidn cii\i de xua't va gia thuyd't nghidn cuti Dtfa tren cac md hinh nghien cffu trffdc ke't hdp Iffdc khao tai lieu cd lien quan, phd'i hdp cung phdng vd'n y kid'n chuyen gia nham dieu chinh, bd sung thang do cho phu hdp vdi tinh hinh thffc te', nhdm tdc gia de xud't ra md hinh nghien cffu sff hdi Idng cua ngffdi dan ddi vdi chd't Itfdng dich vu hanh chinh cdng tai BHXH Kidn Giang nhd Hinh.
Cac gia thuyd't nghidn cffu dddc de xua't nhtf sau:
HI. Stf tin cdy ddng gdp vao cha't Iffdng dich vu tdc ddng Cling chieu vdi stf hdi Idng cua khdch hang.
H2. Co sd vat chd't ddng gdp vao chd't Iddng dich vu tdc ddng ciing chieu vdi stf hdi long cua khdch hang.
H3: Nang Itfc nhdn vien ddng gdp vao chd't Iddng dich vu tac ddng cung chieu vdi sd hdi Idng ciaa khach hang.
H4: Thai dd phuc vu ddng gop vao chd't Iddng dich vu tdc ddng cimg chieu vdi sff hai long cua khdch hang.
H5: Sff ddng cam ddng gop vdo chd't Itfdng dich vu tac dpng cung chieu vdi stf hdi Idng cua khach hang.
H6. Quy trinh thu tuc ddng gdp vao chd't Iffdng dich vu tac ddng ciing chieu vdi stf hai long cua khdch hang.
Phifdng phap nghidn cu'u
Sd' lieu dtfdc thu thdp thdng qua khao sdt trffc tid'p 250 ngffdi ddn dd'n giao dich tai BHXH Kien Giang
29
BANG: CAC HE SO HOI QtlY Md hinli
B (ConstaiiO
CSVC TDPV OTTT NLNV STC SDC
H&stf clitfa ctiu^n hoa
Sai sS' chu^n 1,9I2E-16
0.300 0,096 0,316 0,343 0,467 0.176
Beta 0,042 0,04'' 0,042 0,04^
0.04?
0,042 0,042
da chu£n hoa
0,300 0,096 0,316 0,343 0,467 0,176
t
0,000 7.093 2,269 7,465 8,123 11,044 4,165
Sig.
1,000 0,000 0,024 0,000 0,000 0,000 0,000
Thd'ng k£
Tolerance
1.000 1,000 1,000 1,000 1.000 1,000
VIF
1,000 1,000 1,000 1,000 1.000 1,000 N(]u6n Ket quci phan Uch so lieu mSu khao sat
trong nam 2019. Phdn tich hdi quy se xdc dinh mdi quan he giffa bie'n phu thudc (hdi long vdi chat Iffdng dich vu cdng) va cdc bie'n ddc lap. Dffa trdn cdc Itfdc khao, nhdm tac gia ke thffa md hinh hdi quy cd dang:
„ + B,X, + 1 , X, +...+ B X +e Trong do: X : bieu Men gid tn cua bie'n ddc lap thff ttf thff n tai quan sat thff i.
KET QUA NGHIEN COU
Md hinh nghien cffu va cac gia thuye't dtfdc kiem dinh bang phffdng phdp phdn tich hdi quy. Phffdng phdp thtfc hien hdi quy nham xac dinh vai tro quan trpng cua tffng nhan td' trong vide danh gia md'i quan he giffa sff hai Idng cua khach hdng vdi cdc nhdn td' ddnh gid dich vu, gom. Quy trinh thu tuc (QTTT); Sff tin cay (STC); t h a i dd phuc vu (TDPV); Cd sd vat cha't (CSVC); Ndng Itfc phuc vu (NLPV); va Nang Itfc nhan vien (NLNV). Kd't qua phan tich hdi quy nhtf Bang,
Kd't qua phan tich hdi quy da bid'n cho tha'y, nhdn td' ddc lap "Sff tin cay" cd hd so hdi quy chuan hda beta = 0,467 > 0, cd y nghia thd'ng kd vdi mffc y nghia 1%. Dieu nay cho thd'y, nhdn td' "Sff tin cay" cd anh hffdng cung chieu den Sff hai long eua ngtfdi dan. Cu the, ne'u cac nhdn td'khac khdng ddi, tang "Stf tin cdy"
trung binh len I ddn vi, thi Stf hdi long cua ngtfdi ddn ddi vdi DVHCC tai BHXH Kidn Giang tang len trung binh 0,467 ddn vi.
"Cd sd vat chd't" cd hd sd' hdi quy chuan hda beta
= 0,300 > 0, cd y nghia thd'ng ke vdi mffc y nghTa 1%.
Dieu nay cho tha'y, nhan to' "Cd sd vat chd't" cd anh hffdng cung chieu de'n Sff hdi long cua ngffdi ddn. Cu the, nd'u cdc nhdn tdkhdc khdng ddi, tang "Cd sd vdt chd't" trung binh len 1 ddn vi, thi Sd hai Idng cua ngddi ddn dd'i vdi DVHCC tai BHXH Kien Giang tang Idn trung binh 0,300 ddn vi.
"Ndng ldc nhdn vidn" cd he sd hdi quy chu^n hda beta = 0,343 > 0, co y nghTa thd'ng ke vdi mdc y nghTa 1%. Dieu ndy cho thd'y, nhan td "Nang Itfc nhdn vidn"
ed anh htfdng cung chieu dd'n Stf hdi long eua ngtfdi ddn. Cu the, neu cac nhdn td khdc khdng ddi, tdng
"Ndng idc nhdn vien" trung binh len I ddn vi, thi Stf hdi long cua ngddi ddn dd'i vdi DVHCC tai BHXH Kien Giang tang Idn trung binh 0,343 ddn vi.
"Thdi dd phuc vu" cd he sd hdi quy hda beta = 0,269 > 0, cd y nghia thd'ng kd vdi mffc y nghTa 5%. Dieu nay cho tha'y, nhan td "Thdi dp phuc vu" cd anh htfdng cung chieu de'n Sff hai Idng cua ngffdi dan. Cu the, ne'u cdc nhan td' khac khdng ddi, tang "Thai dp phuc vu " trung binh len 1 ddn vi, thi Sff hdi long cua ngffdi dan dd'i vdi DVHCC tai BHXH Kien Giang tang len trung binh 0,269 ddn vi.
"Sdddng cam" cd hd sd'hdi quy chuan hda beta= 0,276 > 0, cd y nghia thd'ng ke vdi mffc y nghia 5%. Dieu nay cho thd'y, nhdn td "Stf ddng cam" cd anh hffdng ciing chieu de'n Sff hdi Idng cua ngtfdi dan. Cu the, ne'u cac nhan td' khdc khdng ddi, tang "Stf ddng cam" trung binh len 1 ddn VI, thi Sd hai long cua ngtfdi ddn dd'i vdi DVHCC tai BHXH Kidn Giang tang Idn trung binh 0,176 ddn vi.
"Quy trinh thu tuc" cd hd sd'hdi quy chuan hoa beta= 0,316 > 0, cd y nghia thd'ng ke vdi mffc y nghTa 5%. Didu nay cho thd'y, nhan to "Quy trinh thu tuc" cd anh hffdng cung chieu dd'n Sd hdi Idng cua ngffdi dan. Cu the, ne'u cac nhan to khdc khdng ddi, tang "Quy trinh thu tuc" trung binh len 1 ddn vi, thi Stf hai long cda ngtfdi dan dd'i vdi dich vu hdnh chinh cdng tai BHXH Kien Giang tang len trung binh 0,316 ddn vi.
CAC HAM Y CHINH SACH Thd nhdt, ndng cao sji hdi long cua ngudi ddn thong qua vi^c tdng cUdng sit tin cqy: Trong giao tie'p cdng vide vdi ngtfdi dan c^n phai giff thdi dp niem nd, dung mtfc; dam bao mdi Idi ndi la mdt ldi cam kd't vdi ngtfdi ddn, phai bie't lang nghe va giai quye't khd khan cho ngtfdi ddn; cung cd'p thdng tin chinh xac, trtfdc sau nhtf mdt; trong khi htfdng dan phai that stf ky Iddng, han che de'n mffc td'i da viec di lai nhieu lan cua ngtfdi dan de lam mdt thu tuc.
Ndng cao stf hai long cda ngtfdi dan thdng qua viec nang cao nang Itfc cua nhan vien: Nang cao nang Itfc tri tue va nang Itfc td chffc boat ddng thtfc tidn cua ddi ngu can bd, nhan vien. Day la ndi dung rd't cd ban va quan trpng trong viec ndng cao chat Itfdng ddi ngu inbd nhdn vidn hidn nay. Dodd, ve ng.!,, ".I'l can hua'n luydn cho can bd cdng chdL cdc Idp ve ky ndng nghiep vu va ky nang giao tid'p. Ben canh do, can tuyen
30
chpn edn bd cd nang lffc va tdm huyd't dffa di dao tao dai ban; Tie'n hanh ddnh gia chd't Iffdng dpi ngu cdn bd, nhan vidn hang nam dam bao cdng bang, khach quan. Trdn cd sd do, xay ddng ke' hoach ddo tao bdi dffdng va xay dffng cd sd dff lieu nhan sff phuc vu cdng tdc quan ly can bd bang he thdng tin hpc d cdc cd quan quan ly nha nffdc.
Thd hai, ndng cao sU hdi long ciia ngUdi dan thdng qua vifc xdy dting quy trinh thu tuc: Quan ly chat che khdu tid'p nhdn hd sd dau vao, dam bao cac hd sd khi dffdc tie'p nhdn vdo phai day du gia'y td, ndi dung hd sd dung theo quy dinh cua phdp luat, hd sd chda du dieu kien, cdn thid'u gid'y td, thi kien quye't khdng nhdn vd phai ghi rd noi dung tffng loai gia'y td cdn thid'u de ngffdi dan bd sung. Tranh finh trang hd sd chtfa day du gia'y td, chffa du dieu kien nhffng van tid'p nhan dan de'n thdi gian xff IJ hd sd kdo dai, ngtfdi dan di lai nhieu lln. Thddng xuyen cap nhat cac van ban quy pham phap luat de hodn thidn, bd sung vao cdc quy dinh dd'i vdi thu tuc hdnh chinh tai ddn vi.
Mat khac, can nghien cdu va xin y kid'n chi dao cua Tinh nham thao gd nhffng khd khan, vffdng mac cua ngffdi dan ddi vdi cdc thu tuc gia'y td, de phuc vu td't hdn nffa nhu ciu cua nhdn dan.
Thd ba, ndng cao sU hdi long ciia ngffdi dan vd to chdc thong qua viec tdng cffdng ddu Iff cdsd vgt chdt:
Trang bi mdy Id'y sd' thff tff, mdy tra cffu tid'n dp giai quyet hd sd hanh chinh, may Id'y y kie'n ngffdi dan. Bo tri tffng bd phdn hdp ly hdn, tao mdi trffdng than thien trong giao tie'p giffa cdng chffc va ngtfdi dan, trang bi thdm tu dd Itfu trff hd sd gon gang. Can trang bi thdm may tra cffu tie'n do giai quye't hd sd hanh chinh, may Id'y y kid'n ngffdi dan. Trang bi may photocopy, diem tu dffng hd sd, nhdt ky chffng thtfc, d'n chi... nhdm phuc vu td't hdn chd cdng tdc hanh chinh. Ung dung cdng nghe thdng tin vao quan ly nha ntfdc.
Thff tu, ndng cao sU hdi long cua ngffdi ddn thdng qua sff dong cdm: Tuydt dd'i tudn thu nguyen tac va quy trinh giai quyd't thu tuc da phe duyet, htfdng ddn hd sd, bd sung hd sd phai thtfc hidn thed dung quy dinh; hd sd trd han phai thdng bao xin ldi ngtfdi ddn, ddng thdi hen lai rd rang thdi gian tra kd't qua lan sau theo dung quy dinh. Day manh trien khai dich vu cdng trtfc tuyd'n, ket ndi cd sd dff lieu vdi cac ngdnh, dia phffdng thudc Tinh; ra soat va he thdng nhffng va'n de cdn bd't cap, nhffng ydu cau bo sung hoan thien ddi vdi v^febsite, ffng dung cung ca'p dich vu trffc tuyd'n de kie'n nghi nang cd'p, chinh sffa kip thdi; quan tam hd trd dich vu trtfc tuyd'n hieu qua hdn.
Thd ndm, ndng cao sU hdi long cda ngffdi ddn thong qua thdi dg phuc vu: To chtfc cdc Idp tap hud'n ve ky nang xff ly cdng vide, ky nang giao tie'p vdi ngffdi ddn va td chffc cho can bd d bd phan mdt cffa.
Xff ly, cha'n chinh cac trffdng hdp can bd, nhdn vien ddi hoi gia'y td sai quy dinh, td ddt them khau cdng vide, nhung nhieu, tieu ctfc.Q
TAI LIEU THAM KHAO _ _ _ _ 1. Vd Nguydn Khanh (2011). Ddnh gid su hdi long eua ngUdi ddn ddi vdi dich vu hdnh chinh cong khi ffng dung tieu chudn ISO tgi UBND Qudn I. TP. Ho Chi Minh, Luan van thac sy, Trtfdng Dai hoc Kinh te TP. Hd Chi Minh
2. Van Thuy Hdng (2011). Ddnh gid su hdi long cua khdch hdng ddi vdi dich vu cong - nghiin cffu tinh hudng ki khai thue qua mgng lgi Chi cue Thui' qudn Phu Nhudn, Luan van Thac sy, Trtfdng Dai hoc Kinh te TP. Hd Chi Minh
3. Ld Nguydn Doan Khdi, Huynh Chdu Khanh vd Le Bao Toan (2017). Phdn tich cdc nhan to anh htfcing den stf hdi long cua khdch hang dd'i vdi cha't Itfdng dich vu chuyen tidn, thu hd tien tai Btfu dien tinh An Giang, Tgp chi TrUdng Dgi hge Can Tha, 48(2017), 45-53
4. Nguydn Qudc Nghi va Quan Minh Nhtft (2014). Cac nhdn td'anh htfdng den mffc dp hai long cua ngtfdi ddn ddi vdi cd che mdt cffa lien thdng tai quan Thdt Nd't, TP. Can Thd, Tgp chi Trudng Dgi hgc Can Tho, 38(2015), 91-97
5. Pham Thanh Dd'u, Dang Thanh Ha (2018) Nghien cdu sU hdi Idng cua ngUdi ddn ddi vdi dieh vu tai Sd Giao thdng van tdi Trd Vinh, truy cap tff http://tapchitaichinh.vn/nghien-cuu-trao- doi/nghien-cuu-su-hai-long-cua-nguoi-dan-doi-voi-dich-vu-cong-tai-so-giao-thong-van'tai-tra- vinh-302582.html
6. Goulrou Abdollhi (2008). Creating a model for Customer loyalty in Banking Industry of Iran, Master Thesis
7. Parasuraman, V.A Zeithaml, & Leonard.L. Berry (1985). A Conceptual model of service quality and its implicadon for future research. Journal of marketing, 49, 41-50
8. Parasuraman, Valarie A. Zeithaml, Leonard L.Berry (1988), SERVQUAL: A multiple-item Scale fdr measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-31
