Cac nhan to anh hu'dng den
long trung thanh cua khach hang d6l v6i chat lu'Ong djch vu di dong Viettel tai tinh Binh Thusin
• •
PHAN QOAN VIET' TRCTdNG VU NGQC HdNG"
DINH H O A N G ANH TOAN'"
T d m tat
Dua trin ca sd ly thuyet nghiin ciiu ling dung thang do chdt lugng dich vu SERVQUAL cua Parasuraman (1988), ly thuyet ve sU hdi long (SHL) vd long trung thdnh (LTT), bdi vii't xdc dinh cd 6 nhdn tdtdc ddng ddn LTT cua khdch hdng ddi vdi sdn phdm di ddng cua Viettel tai Binh Thudn, bao gom: (1) Gid cd cam nhdn; (2) Doi mdi cdng nghe; (3) Nhdn lUc con ngUdi;
(4) Phuang tien hdu hinh; (5) Truyin thdng qudng bd sdn phdm di dgng ciia Viettel; (6) Su hdi long.
TiiV^OA: nhdn td, su hdi long, long trung thdnh, khdch hdng, chat lugng dich vu, Viettel Blnh Thuan Summary
Based on theories of SERVQUAL scale (Parasuraman, 1988), satisfaction and loyalty, the paper identifies six factors that influence customer loyalty for Viettel's mobile products in Binh Thuan, including: (1) Perceived price; (2) Technological innovation; (3) Human resources: (4) Tangible means; (5) Communication to promote Viettel's mobile products and (6) Satisfaction.
Keywords: factors, satisfaction, loyalty, customers, service quality, Viettel Binh Thuan Gldl THIEU dich vu di ddng Viettel tai linh Binh Thudn" nham do
Iffdng cdc nhdn td'tac ddng dd'n LTT cua khach hang, Trong thi trffdng canh tranh hidn tff dd de xud't cdc ham y quan tri gdp phan ndng cao nay, khach hang ngay cang cd nhieu chd't Iffdng dich vu di ddng cua Viettel tai Binh Thudn cd hdi d^ Iffa chpn cdc dich vu va it cd trong thdi gian tdi.
sff rdng budc vdi cdc nhd cung cd'p djch , , .' .
vu v l thdng tin di dpng, dich vu vidn C t f ^ S O LY THUYET VA PHU'ONG PHAP thdng. Hidn tffdng khdch hang thffdng NGHIEN CUU
xuydn thay doi nha cung cap, cdc thud
bao ngffng su* dung tren mang ngdy Crf sd ly thuye't
cdng nhilu chd tha'y, khdch hang hidn Chdt lUiflig dich v^ ^ ^ nay da khdng cdn trung thanh vdi nha Hien nay, cd nhieu dinh nghia khdc nhau ve chd't cung cd'p dich vu. Vi vdy, do Iffdng LTT Iffdng dich vu, nhffng da so' dinh nghia chd't Iffdng dich ciia khdch hang dffdc coi Id tai sdn quan vu la nhffng cam nhan cua khach hdng khi sff dung trong dd'i vdi cdc nhd cung ca'p dich vu dich vu. Cdc khdch hang cd nhdn thffc va nhu cau khac trong nd Iffc ndng cad chd't Iffdng dich nhau, ndn cam nhdn v l cha't Iffdng dich vu cung khdng vu de tff do ndng cao ndng Iffc canh gid'ng nhau. Theo Parasuraman va cdng sff (1985), tranh cua doanh nghidp. Nghidn cffu ''Chdt lugng dich vu duac xdc dinh bdi su khdc biet gida
"Cdc nhan td' anh hffdng dd'n Idng trung sumong dai cm khdch hdng vi dich VH vd ddnh gid cua thanh cua khdch hdng dd'i vdi chd't Iffdng ho vi dich vu, md hg nhan dugc".
•TS., Tru'dng Dai hpc Cong nghe TP. Ho Chi Minh
"Viettel Binh Thuan
' " T h S Tri/dng Dgi hgc Phan Thiet
N dy nhdn bdi • 18/04/2020: Ngdv phdn bien: 02A)5/2020; Ngdy duyet ddng; 25/05/2020
HINH 1: MO HINH MGHIEN C d U
Ngu6n: De xuat cua nhom Ly thuyet ve sU hdi long vd long trung thdnh cua khdch hdng
Theo Philip Kotler (2007), SHL cua khach hang la mffc dp trang thai cam gidc cua mdt ngffdi bdt ngudn tff vide so sdnh kd't qua thu dffdc tff vide tieu dung san pham/dich vu vdi nhffng ky vpng cua minh. Mffc dp hai Idng phu thudc vao sff khdc biet giffa ky vpng vd kd't qud nhdn dffdc. SHL la ham sd' cua mong ddi, cam nhan cung vdi khddng each giffa cam nhdn va mong ddi.
Kuusik (2007) cho rdng, cd 4 nhdn to'tdc ddng de'n LTT cua ngffdi tidu diing, do la: (i) Long tin thffdng hidu; (ii) Chat Iffdng md'i quan he giffa ngffdi tidu diing va doanh nghiep; (iii) Sff hdi Idng; (iv) Hinh anh thffdng hieu. Trong dd, Ldng tin thi/dng hieu va Chat Iffdng md'i quan hd giffa ngffdi tieu diing vd doanh nghidp la hai nhan td' quye't dinh dd'n LTT cua khdch hdng.
M6 hinh nghidn cihi
Qua Iffdc khao cac nghien cffu cua Nguyen Thi Mai Trang (2006). Dang Thi Kim Hoa va Bui Hong Quy (2017), Ho Minh Sdnh (2019) v l do Iffdng chd't Iffdng dich vu, sff thda mdn vd LTT cua khdch hang dd'i vdi dich vu truyin dan tin hidu internet (ADSL), ddng thdi, khdc phuc cdc han che'tff md hinh cua Parasuraman va cdng sff (1988), nhdm tac gia de xua't md hinh nghidn cffu nhff Hlnh 1.
Cdc gia thuye't nghien cffu dffdc de xud't:
Gid thuyi't HI: Gia ca cam nhdn (GCCN) cd quan he ciing chieu vdi SHL cua khach hang.
Gid thuye't H2: Doi mdi cdng nghd (DMCN) cd quan he ciing chieu vdi SHL cua khdch hang.
Gid thuyet H3: Nhdn Iffc con ngffdi (NLCN) cd quan he ciing chieu vdi SHL cua khach hang.
Gid thuyet H4: Phffdng tien huM hinh (PTHH) cd quan he ciing chilu vdi SHL cQa khach hang.
Gid thuyet H5: Truyin thdng quang bd san phd'm di ddng cua Viettel (TTQBTHVT) tai Binh Thuan cd quan he ciing chieu vdi SHL ciaa khdch hang.
Gid thuyi't H6: Gia ca cdm nhan (GCCN) cd quan hd cung chilu vdi LTT cua khach hang.
Gid thuye't HI: Doi mdi cdng nghd (DMCN) cd quan he cung chilu vdi LTT cua khdch hang.
Gid thuyi't H8: Nhan Iffc con ngffdi (NLCN) cd quan hd cQng chieu vdi LTT cija khdch hang.
Gid thuyet H9: Phffdng tidn hffu hinh (PTHH) cd quan hd cfing chilu vdi LTT cua khdch hang.
Gid thuyet HIO: Truyen thdng quang bd san pham di ddng cua Viettel (TTQBTHVT) tai Binh Thudn cd quan he ciing chilu vdi LTT cua khdch hang.
Gid thuyet Hll: Sff hai long (SHL) dd'i vdi dich vu di ddng cua khach hdng ve san pham di ddng cua Viettel se lam tang LTT cua khdch hang.
PhfftfDg phap nghien cuTu Trong nghien cffu nay, mdu dffdc chpn bang phffdng phdp chpn miu thudn tien. Kich thffdc mdu td'i thieu theo Hair vd cdng sff (2010) la N=35*5=170. Sau thdi gian dieu tra 5 tuan (tff thdng 01 den thdng 03/2020), nhdm tdc gia phdt ra 345 phie'u thdng qua bang cau hdi khdch hang cd nhdn cd giao dich mua sam vd sff dung sdn pha'm di ddng cua Viettel tai Binh Thuan. So phieu thu ve la 277 phieu, trong dd cd 12 phie'u bi loai, sd phid'u hdp Id Id 265 (n=265) (Bdi viet sd dung cdch vie't sd thap phdn theo chuan qudc ti').
KET QUA NGHIEN CUU PhSn tich d$ tin c$y
Ke't qua kiem dmh thang do Cronbach's Alpha bang SPSS 22.0 chi ra:
Gid cd cam nhdn - GCCN (Cronbach's Alpha = 0.877, n = 5); Doi mdi cdng nghd DMCN (Cronbach's Alpha = 0.853, n = 5); Nhan Iffc con ngffdi - NLCN (Cronbach's Alpha = 0.873, n = 5); Phffdng tien hffu hlnh - PTHH (Cronbach's Alpha = 0.879, n = 5):
Truyen thdng quang bd san pham di dpng cua Viettel - TTQBTHVT (Cronbach's Alpha = 0.842, n = 5); Sff hdi ldng ddi vdi dich vu di dpng - SHL (Cronbach's Alpha = 0.824, n = 4); Ldng tmng thdnh - LTT (Cronbach's Alpha = 0.883, n = 4) deu ddm bao dieu kien (n > 0.3).
Rieng kd't qua kiem djnh thang do Doi mdi cdng ngh$ Ian dau. vdi n = 6 cho thd^y, gid tri Cronbach's Alpha cua
30
thang do la 0.718 Idn hdn miJc 0.6. X6t cac bien quan sat trong thang do ta thay, bie'n quan sat Ddi mdi cdng nghe 3 - DMCN3 (dp dung he thong quan ly mang tiSn ti6'n) gid tri tudng quan bien tong la -0.46 < 0.3 khong dat ySu clu, nen bi loai. Ket qua sau khi loai bien DMCN3 - Bdi mdi cdng nghe (lln hai), gid tri Crobach's Alpha cua thang do, vdi n = 5 14 0.853 Idn hdn mu'c 0.6, cdc he sd tUdng quan bien tdng cua cac b i & quan sat trong cac thang do deu > 0.3, do dd dam bdo dieu kien.
K6't qua ph4n tfch khang dinh (CFA) Tinh d(fn htidng
MiJc dd phti hdp cija md hinh do liidng vdi diJ lieu thi tnrdng cho chiing ta dieu kidn cIn va dia de tap cac bien quan sdt dat dUdc tinh ddn hirdng (Steenkam vd Vantrijp, 1991). Ket qua phan tich CFA cho thay, md hinh tdi han phii hdp vdi tap di? lieu thi tnfdng: Chi-square = 618.903; df = 474; p = 0.000; Chi-square/
df = 1.306; TLI = 0.964; CFI = 0.968 va RMSEA = 0.34. Ket qua nay khSng dinh tinh ddn hifdng ciia cdc khdi nidm nghi6n cl?u (Hinh 2).
K6't qua phan tich CFA cho tha'y, md hinh tdi ban phil hdp vdi tap dii* lieu thi tnfdng: p = 0.000 < 0.05; Clii-square/df = 1.306 < 5; TLI = 0.964 > 0.9; CFI = 0.968
> 0.9 va RMSEA = 0.034 < 0.07.
Md hinh difdc ggi la phil hdp vdi tdp di? Ii$u thu thap khi phep kiem dinh Chi-square cd gia tri p - value < 0.05 (NguySn Binh Tho, 2011). Tuy nhien, kiem dinh Chi-square cd nhifdc didm la phu thuoc khd nhilu vao kich thifdc ciia mSu nghien cifu. Chinh vi vay, mot md hinh difdc xem la phii hdp vdi tdp dif lieu thu thap tir thi tnfdng khi nhdn cac gid tri: TLI > 0.90 (Hair va cdng sif, 2006);
CFI > 0.9 (Hu va Bentler, 1999); Cmin/
df cd gid tri < 5 (Schumacker vl Lomax, 2004); va RMSEA < 0.07 (Hair va cdng sif, 2006) (Bdng 1).
B0 tin cay tong hfp m phuang sai trich Thang do difdc ddnh gid la dat dd tin cdy cSn thie't khi h$ sd dd tin cay tdng hdp ( a ) cua cdc thang do Idn hdn 0.6 (Bagozzi va Yi, 1988) vd tdng phifdng sai trich (p ) Idn hdn 0.5 (Hair va cdng sir, 2010). Ke't qua phan jich CFA (Bang 2J cho tha'y, dd tin cay tdng hdp (a,) cua cdc thang do d l u Idn hdn 0.6, va tdng phifdng sai trich (p„) cung ddu Idn hdn 0.5 (dat yeu cau). Do dd, cdc thang do difdc phdn tich dat sif tin cdy cSn thiet.
HIMH 2: KET QUA P H A N T I C H CFA
6 - | a . 9 0 3 Chl-Bcquarv 1.306 chlquare/df .034 rmsea .B&4 Ul . 9 6 a ctl . a o z on .S60 aotl .OOO p 4 7 4 df
n Tinh toan cua n h o m tac gia. 2 0 2 0
BANG 1: C A C CHI s 6 DAt^H GlA MCfC D p P H d H 0 P C a A MO H l N H tiGHIEM C d U
W&Stisi 1 ^ Chi s(^ m6 Mnh
Chi sd' thda man dieu Iden phti hdp 618.903
df 474
12/dflP-valuel T t l ; 1 306 0 000 0.964
< 51 < 0.05 >0.90
^38. RMifiA 0.968
>0.90 0.034
<0.07 yll d.f. ratio < 5 (Schumacicer vl Lomax, 2004), TLI > 0.90 (Hair va cong sij, 2006), CFI > 0 90 (Ha va Bentler, 1999), RMSEA < 0.07 (Hair vk cdng sir, 2006), p - value
> 0.05 (Tho va cdng sir, 2011)
ISguorr Tdng hdp c
BANG 2: H f SO TIM C A Y T O N O H 0 P V A PHdCfNG SAI TRICH C U A C A C THAMG DO
Thang do GCCN DMCN NLCN PTHH TTOBTHVT SHL LTT
SeTbiOi quan sat 5 5 3 5 5 4 4
Cronbach's Alpha
0 877 0 853 0 873 0 879 0.842
D$ tin c^y tSnehimCtiJ 0 85 0.823 0.845 0.632 0,809 0.824 0.778 0.883] 0.849
Phifdng sai trich (p ) 0.67 0.635 0.585 0.599 0.613 0.655 0.74
AVE - Average Variance Extracted
0.58 0.635 0.664 0.677 0.612 0.655 0.74 rSguon Tinh toan cua n h o m ts
Gid tri hgi tu
Thang do difcfc xem la dat gia tri hoi tu khi cac trong so'chuSn hoa cua cac thang do Idn hdn 0.5 va c6 y nghia tho'ng ke (Gerbring va Anderson, 1988). Ket qua phan tich cho tha'y, cac trong so' (>j) deu Idn hdn 0.5 va c6 y nghTa tho'ng ke. Ngo^i ra, Fomeil va Larcker (1981) cho ring, de thang do dat gid tri hoi tu, thi phu'dng sai trich (AVE - Average Variance Extracted) to'i thieu phSi 1^ 0.5. Ke't qud phSn tich d Bang 2 cho thay, cac gia tri AVE cua cic thang do deu idn hdn 0.5, nen cd the ket luSn cdc nhan td'dat gid tri hgi tu.
BANG 3. KET QUA KIEM D[NH GIA TRI PHAN B[?T
^.Mfflauanhe NLCN
NLCN NLCN NLCN GCCN DMCN DMCN DMCN TTOBTHVT TTOBTHVT SHL PTHH
~>
->
—>
—>
—>
->
—>
—>
- >
- >
~>
~>
DMCN TTOBTHVT SHL LTT LTT TTOBTHVT SHL LTT SHL LTT LTT LTT
mstStidcbbtntt .242
ISO .240 .237 .095 163 243 .195 .134 .148 216 172
Saisf .037 .033 .036 .032 .027 .030 .034 .028 .029 .026 .029 .036
C.R.
6.596 5.378 6.668 7.376 3.555 5.437 7.131 6.908 4.712 5.758 7.451 4.821
P
*** **»
* + *
*** ***
*** ***
«** *»*
*»* ***
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Gid tri phdn bi?t
De kiem dinh gia tri phan biet giiJa cac khai ni6m nghi6n cfiu, thi mo hinh tdi han difdc thie't Idp. Mo hinh tdi han la mo hinh trong do cac khdi niem nghien cuXi difdc ti/ do quan he vdi nhau, vi vay nd cd bac tU do tha'p nha't (Gerbing va Anderson, 1988). Hai khdi niem dat difdc gid tri phan biet khi he so' tifdng quan giffa chung nho hdn I (Steenkam va Vantrijp, 1991). Ke't qua phdn tich h6 s6' tifdng quan (Bang 3) giiJa cac cap nhan to' nghien ciiTa cho tha'y, cac gid tri p-value deu nho hdn 0.05 va he so tu'dng quan cua tifng cap khdi nidm 1^ khdc bidt so vdi 1 d dO tin cdy 95%, nen cdc thang do dat gid trj phan biet.
Nhif vdy, ta't cd cdc thang do trong nghien cifu nay deu dat y6u cau ve dp tin cay va gia tri: Tinh ddn hifdng; Do tin cay tdng hdp; Gia tri hoi tu; Gia tri phan bidt. Do dd, cac thang do nay difdc su" dung tie'p theo de kiem dinh mo hlnh nghien ciJu.
KET LUy^N VA M O T SO' DE XUAT
Ke't qud nghien cifu cho thd'y, LTT cua khach hang d6'i vdi dich vu di ddng cua Viettel tai Binh Thudn chiu tdc dong ciia SHL va cac nhan to: Phu'dng tien hifu hinh;
Nhan lu'c con ngifdi; Gid ca cam nhan; Truyen thong qudng bd sdn pham di ddng cua Viettel tai Binh Thuan.
Trong do, anh hifdng manh nha't d6'n LTT cua khach hang Id nhan to' Sif hai long, vdi h6 so ifdc lifdng chuan hda la 0.403; dnh hifdng yeu nhat den LTT cua khach hang la nhan to' Truyen thong quang bd san pham dich vu di dong cua Viettel, vdi he so u'dc lu'dng chuan hda la 0.141. B6n canh do, cac nhan to' nhif: Nhan life con ngu'di; Phu'dng tidn hiJu hinh; Doi mdi cong nghe cung tdc ddng tich cifc dd'n SHL cua khdch hang khi siJ dung dich vu di dpng cua Viettel. Trong do, nhan td'anh hu'dng manh nha't den SHL cua khach hang la Doi mdi cong nghe, vdi h$ so'ifdc lifdng chuan hda la 0.549; va nhan to tdc ddng ye'u nha't de'n SHL cua khach hang la Phifdng tien hiJu hinh, vdi he so' ifdc lu'dng chuan hda la 0.087.
Difa tren ket qua nghien cifu, nhdm tac gia cd mpt so'de xua't sau:
vi Suhai tdng. SHL la mdt trong nhffng yeu toed tdc ddng manh nha't de'n LTT cua khdch hang doi vdi
chat lifdng dich vu di dpng cua Viettel tai Binh Thuan. Nhan to' ndy tdc dpng de'n vide khach hang cd tie'p tuc suf dung cdc loai san pham dich vu di ddng va duy tri md'i quan hd Idu dai vdi Viettel hay khdng. Vl thd', de duy tn va nang cao hdn nffa SHL, tif do 1dm tdng LTT cua khach hang, trong thdi gian tdi. Ban Gidm doc Viettel tai Binh Thuan can quan tdm den nhan to'nay.
Ve Nhdn lite con ngudi. Ban Giam doc Viettel Binh Thuan can quan tam, xay dffng mdt khung quy t^c ffng xijf cua nhan vien dd'i vdi khdch hdng, tff each chao hoi dd'n cdch hffdng dan vd giao dich vdi khdch hang. Viettel Binh Thudn ciing can thffdng xuyen td chffc cdc budi hdi thdo chuyen de ve ky nang phuc vu, cham sdc khdch hang cho toan thd nhan vidn cua Cdng ty, dac biet doi vdi ky nang giai quyet cac tinh hudng khd trong giao dich vdi khdch hang. Ddy Id cd hpi de cdc nhan vidn Viettel Binh Thudn trau ddi, chia se kie'n thffc, ky nang, nghiep vu vdi cdc dong nghiep trong viec n^m bdt tdm ly de tff van va dap ffng td't nhat nhu cau cua khdch hdng.
Ve Phuang liin hdu hinh. Cdc cdi tien ve phffdng tidn hffu hinh se giiip Viettel Binh Thudn de dang vd thudn tidn trong viec tffdng tac vdi khach hang, giup ddp ffng dffdc cdc mong mud'n cua khdch hang khi ddn giao dich vdi Viettel tai Binh Thuan, ddng thdi Id kdnh thong tin quy gid giup Viettel lam khdch hang hdi long hdn. Do dd, de nang cao hdn nffa SHL va LTT cua khdch hang ddi vdi chat Iffdng dich vu cua cdng ty. Ban Giam ddc Viettel Binh Thudn can quan tam nhidu hdn nffa de'n viec dau tff mua sam cdc trang thie't bi, cdc phffdng tidn hffu hinh vao cdng tac qudn ly, boat ddng va tffdng tdc td't vdi khdch hdng, thi^t kd' va phdt trien ha ting cdng nghe thdng tin nhdm giiip cho vide quan 1^ vd theo doi cdc nghiep vu tai Viettel Binh Thuan dffdc dd dang va nhanh chdng hdn.
Ve Gid cd cdm nhdn. Viettel can tiep tuc tridn khai chid'n Iffdc gid linh boat hffdng tdi tdi da hda ldi ich cho khdch hdng cung dd khdc ghi thanh cong cum tff "gid re" vdo tam tri cua khdch hang.
Vi vay, tai thdi diem hidn tai, khi gid san pham dich vu vien thdng, nhff: dich vu di ddng, dich vu cd dinh... khdng cdn re nhd't so vdi hai nhd mang MobiFone vd VinaPhone, nhffng nhieu khdch hdng van ludn tin rdng, gia san pham dich vu
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vien ^ thong, ma Viettel cung cap van re, dd'i vdi cdc san pham, dich vu di ddng mdi, ma cdn ho^c phu hdp vdi nhu c^u cua hp so vdi cho ca cdc sdn pham, dich vu dang cd cua Cdng ty. Do cdc san pham cua cac dd'i thu canh tranh dd. Ban Gidm dd'c Viettel Binh Thuan can quan tam tren thi trifdng.^Viettel can tid'n hanh hdn nffa dd'n cdng tdc truyen thdng, quang bd, tid'p thi, d|nh gia san pham di ddng theo gid tri qudng cdo cdc san ph^m, dich vu di ddng cua Viettel, nhdm nang cao gid tri dffa trdn nhdn thffc phd'i hdp vdi cdc cdng ly tid'p thi trong viec khai thac cua khdch hang ve gid, sffc mua cua thi ve thdng tin thi trffdng, cung nhff thdng tin cua cdc trifdng, mue tidu chinh sdch san pham, vi dd'i thu canh tranh, de cd dffdc edc chien Iffdc dau tff thd cua Viettel tai thdi diem khdc nhau, qudng cdo phu hdp.
tinh hlnh canh tranh va sff can thiep cua Ve Doi mdi cong nghe. Day la yd'u td' cd tdc ddng Chinh phu trong viec quan ly gid dich vu dd'n SHL ddi vdi chd't Iffdng dich vu di dpng eua Viettel tren thi trffdng vidn thdng. tai Binh Thuan, dffde ddnh gia bdng SHL thdng qua Ve Truyen thong qudng bd sdn phdm eac nhan td': Ludn doi mdi sdn pham bang yeu td' cdng di dgng cua Viettel. Day Id boat dong nghd (2G, 3G, 4G, 5G); Ddi mdi cdng nghd gan vdi 1dm eho dich vu thu hut dffdc sff quan chd't Iffdng dich vu eua nha mang nhanh chdng, chinh tdm nhieu nhd't cua khdch hang, cung xdc va hidu qud; Hdp tdc chat che vdi cdc nha cung cd'p nhff thi trffdng. Dd'i vdi Viettel Binh thiet bi di ddng hang dIu the' gidi; Cdng nghe truyen Thuan, hoat ddng truyen thdng quang dff lieu siJ dung truyen cap quang dam bao do tin cdy;
bd, tiep thi can mang tinh chu ddng vd Dff lieu thdng tin ca nhan cua quy khdch hang dffdc cd ke' hoach rd rang, nham nang cao bdo mat td't. Vi vdy. Ban Gidm ddc Viettel Binh Thuan hieu qua tiep can khach hdng, khdng chi can tie'p tuc phdt huy nhan td'nay.Q
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