SI/ hai long cua khach du Ijch doi vofi chat li/ofne dich vu
cua cac khach san 2 sao^ 3 sao tren dja ban TP. Thai Nguyen
N G U Y I N THI THANH TAM*
NGUYIN MINH HUE"
Tdm tat
Thdng qua diiu tra khdo sdt bang bdng hdi vdi 105 khdch du lich sff dung dich vti cua cdc khdch sgn 2 sao vd 3 sao tren dia bdn TP. Thdi Nguyen, nhdm tdc gid ddnh gid sff hdi long cda khdch du lich ddi vdi chdt lugng dich vu cda cdc khdch sgn ndi trin. Tff dd, de xudt mdt sdgiai phdp ndng cao chdt lugng dich v« cda cdc khdch sgn ndy.
Tff khda: su hdi long, khdch du hch, chdt lugng dich vu khdch sgn, TP. Thdi Nguyen Summary
Through survey by questionnaires of 105 tourists who used the services of 2-star and 3-star hotels in Thai Nguyen city, the authors assess tourists satisfaction to service quality of the above mentioned hotels. Since then, some solutions are proposed to improve the service quality of these hotels.
Key words: satisfaction, tourists, hotels service quality. Thai Nguyen city
Giai THIEU
Theo bdo cao ciia Sd Van hda. The thao va Du lich tinh Thai Nguyen, tinh ddn hd't thdng 12/2018, ngoai cdc khach san du tieu chuan phuc vu khdch, khach san 1 sao, tren dia ban TP. Thdi Nguydn cd tdng so' 15 khdch san cd thtt hang 2 sao, 3 sao, 1 khach san dat tieu chua'n 4 sao (khdch san Ddng A Plaza), khdng cd khdch san ndo cd thff hang cao hdn.
Trong so'cdc khdch san 2 sao, 3 sao, thi cd nhieu khdch san da dttdc xdy dffng khd lau, dich vu chffa phong phii, chara ddi mdi. Trong khi dd, thi trffdng kinh doanh khach san d cdc khu vffc lan can lai dang phat tridn khd manh, mffc do canh tranh CO xu hffdng tdng. Vi vdy, mudn tdn tai va phat tridn dffdc, va'n de cd'p thie't cua cdc khach san 2 sao va 3 sao tren dia ban TP. Thai Nguyen la phai eai tie'n, nang cao cha't Ittdng dich vu, ldm hai long du khdch khi dd'n Ittu tni.
CO S6 LY THUYET VA PHU'ONG PHAP NGHIEN CLfU
Casdly thuyit
Theo Zeithaml va Bitner (2000), "Sff hai ldng ciia khdch du lich la stt ddnh gia ciia khach du lich vd mdt san phd'm hay mdl dich vu da dap ffng dttdc nhu cau va mong ddi cua hg". Theo quan did'm nay, sff hai long chinh Id viec san phd'm/dich vu ddp ffng dttdc nhu cau va stt mong ddi ciia khach du lieh.
Theo Kotler va Keller (20()6), "Sff hai Idng nhtt la mdt cam giac hdi Idng hoac thd't vgng eiia mdt ngffdi bang kd't qua cua vide so sdnh thffe te nhan dffdc eua san ph^m (hay ke't qua) trong mdi lien hd vdi nhiing raong ddi eiia hp". Theo quan diem ndy, sff hai long Id cam giac so sanh ehd't Iffdng thffc td' eiia san phd'm/
dich vu sau khi tidu diing vdi nhttng gi khdch du lich ky vgng.
Theo Dang Ngoc Sff vd Nguydn Dinh Phan (2012),
"Sff thda radn ciia khach du lich dd'i vdi mdt san phd'm hay dich vu Id trang thai cam gidc md khach du lich cd dttdc do san pha'm hay dieh vu dd ddp ffng hoae khdng dap ffng dffdc nhffng ky vong ciia ho. Hay ndi cdch
", " , Tri/dng D^i hoc Kinh te va Quan tri kinh doanh, Thai Nguyen Ngdy nhdn bdi: 05/04/2019; Ngdy phdn bien: 20/04/2019; Ngdy duyet ddng- 24/04/2019
129
B A N G 1: D A N H GIA COA K H A C H DO LICH Vt C A N H Q U A N , M O I TRtfCJNG CUA K H A C H SAM
Chi ti«u Al A2 A3 A4
BAMG 2
Chi tigu Bl B2 B3 B4
Ti€u chi
Moi CrUdiig ciia kliach san sach se, thoang mat Khuon vien cua khach san rong rai Tinh trang an mnh, an loan d khach san Tinh tham my ve kien tnic cua khach san
Trung binh 3,25 3,05 3,45 2,85
DANH GlA CGA KHACH DU LICH V6 CO SCi VAT CHAT CGA KHACH S ^ N
Tieu chl Co sd vat chat cua khach san hien dai May moc, thiet bi de dang sU dung Trang thi&'t hi cua khach san dong bo Cue dich vu bo sung da dang
Trung binh 3,15 3,41 3,00 2,61 r i g u o n Mgh)en cu'u cua n h o m Lac gia
khac sff thda man cua khdch du lieh la kd't qua cua viec sdn pham hay dich vu ddp ffng dffdc hay khdng nhu cau ciia khdeh du lieh."
Chd't Iffdng dich vu va stt hai Idng tuy la hai khdi nidm khde nhau nhffng cd Udn hd chat che vdi nhau trong nghien effu ve dich vu. Cde nghidn cffu trffdc day da cho thd'y chat Ittdng dich vu la nguyen nhan ddn dd'n stt hai Idng (Cronin va Taylor, 1992; Ahmad va Karaal, 2002). Ly do la chd't Ittdng lien quan de'n vide cung cap dich vu, cdn stt hdi long chi ddnh gia dttdc sau khi da sff dung dich vu dd. Ne'u cha't Iffdng dttdc cai thidn nhttng khdng dtta trdn nhu cau cua khaeh du lich thi se khdng bao gid khach du lich hai long vdi dich vu dd. Do vdy, khi sff dung dich yu, neu khdeh du Uch cam nhdn dffdc dich vu ed chd't Iffdng cao thi hp se bai ldng vdi dich vu. Dong thdi, khi chd't Ittdng dich vu dap ffng phii hdp vdi ydu cau cua khach du lieh, deanh nghidp se ciing cd' dffdc md'i quan he td't dep vdi khach du lich hidn tai cung nhtt cd cd hdi tid'p can vdi nhffng khach du lich tiem nang thdng qua nhffng nhdn xet, ddnh gia tich effc cua khach du lich hidn tai. Ngffde Iai, ne'u khdeh du lieh cam nhdn dieh vu cd ehd't Iffdng tha'p thi sff khdng hai ldng se xud't hidn va doanh nghidp se md't dan hinh anh, uy tin va ddn dd'n sff tha't bai trong kinh doanh.
Theo tac gia Pham The' Ninh (2011), sff hai idng ciia khdch du lich ve chd't Iffdng dieh vu lffu tni se dffdc khach hang danh gid bdi 2 nhdm yd'u la: nhdm yeu td hffu hinh va nhdm ye'u td' vd Mnh. Trong dd:
Nbdm cac ye'u td' hffu hinh nham nang cao dttdc sff hai ldng cua khach du lieh ve ehd't Iffdng dich vu bao gdm: Canh quan, mdi trttdng ciia khach san; Cd sd vat eha't ciia khdch san; Tien nghi phdng nghi
cua khach san; Gia ca phdng nghi cua khdch san.
Nhdm cac ye'u td vd hinh tao sff hdi Idng eua khach du iich vd cha't Iffdng dich vu bao gdra: Thai dp phuc vu cua nhdn vien trong khdch san; Trinh do nghidp vu ciia nhan vien trong khaeh san.
Tff ed sd nghidn cffu trdn, nhdm tdc gia thie't ldp cac chi tieu nghidn cttu sff hai ldng ciia khaeh du lich dd'i vdi cha't Iffdng djch vu Iffu trii ciia cac khdeh san 2 sao, 3 sao tren dia bdn TP.
Thai Nguyen bao gdm 6 chi tidu: Canh quan, mdi trffdng cua khach san; Cd sd vdt cha't ciia khach san; Tidn nghi phdng nghi; Gia ca phdng nghi; Thai dd phuc vu cua nhdn vien trong khach san; Trinh do nghiep vu eiia nhan vien trong khdch san.
PhUctng phdp nghiin edu Nham ddnh gia mffc do hdi long ciia khach du lich ve cha'l Ittdng dich vu ciia cac khach san 2 sao, 3 sao tren dia ban TP. Thdi Nguyen, nhdm tac gia da phdt ra 105 bang Idiao sdt vdi dd'i tttdng khao sdt la khdch du Uch cua 5 cd sd kinh doanh khach san 2 sao va 3 sao trdn dia ban TP. Thdi Nguyen bao gdm:
Khaeh san Da Hffdng, Khaeh san Ddng A, Khdch san Thai Nguyen, Khdch san Hodng Ma'm, Khdch san Victory tff thdng 01-03/2019. Ke't thiic cudc khdo sat, nhdm tdc gia thu dffdc 105 bang tra Idi hdp Id. Sff hai ldng ciia khdnh du lich dd'i vdi mdi mdt cbi tidu se dffdc danh gid bang each tinh didm trung binh cho eac cau tra ldi va dd'i chid'u mffc y nghia theo thang do Likert.
Mffc y nghia ciia thang do Likert la:
"4,21-5,0: Rd't td't"; "3,41-4,2: Tot";
"2,61-3,40: Trung binh"; "1,81-2,60:
Kem"; "1,0-1,80: Ra't kem".
KET QUA NGHIEN COu
Mffc do hdi long cua khdch du lich vi cdnh quan, mdi trudng cda khdch sgn
Theo kd't qua danh gia d Bang 1, ehi ed duy nha't mdt ddu ehi "Tinh trang an ninh, an todn d khach san" dffde khach du lich ddnh gia d raffc hai ldng. 3 tidu chi cdn lai^la: Mdi trttdng ciia khach san saeh se, thoang mat; Khudn vien cua khaeh san rdng rai; Tinh thd'm my ve kie'n triic eiia khdeh san ehi dat mffc trung binh. Trong dd, "Tinh tham my ve kid'n triie cua khdch san" dttdc khach du lich cho diem khd tha'p (2,85 did'm).
130
Mffc dd hdi long cua khdch du lich vi ca sd vgt chd't cua khdch sgn
Theo ket qua danh gia Bang 2, cd % tidu chi dffdc khdeh du lich cho diem dat mffc ffung binh. Trong do, "Cac dich vu bd sung da dang" dffdc danh gia thd'p nhd^t. Cd 1 Ueu chi dffde khdch du lich danh gia dat raffc hdi long la "May mdc, thid't bi dl dang sff dung" (3,41 diem).
Mffc d0 hdi long cda khdch du Uch ve tiin nghi phdng nghi cda khdch sgn
Theo kd't qua danh gia d Bang 3, cd 100% cac Ueu chi dffdc khdch du Uch ddnh gid dat mffc trung binh, ngay ca yd'u to' "Tinh trang an ninh trong phdng nghi"
cung khdng lam khdch du lich hai long.
Mffe do hdi long cua khdch du lich ve gid cd phdng nghi cua khdch sgn
Cd 3/4 tidu chi dttdc khdch du lich cho die'm dat mffc trung binh dd la "Gia ca canh tranh so vdi cac khdch san ddng hang trdn thi trttdng", "Gid ca hnh hoat",
"Phttdng thffc mua, thanh tddn de dang".
!/4 ddu chi dffdc khdch du lieh ddnh gid dat mffc hai ldng la "Gid ca phu hdp vdi chd't Ittdng dieh vu dttdc eung ed'p" (3,41 diem) (Bang 4).
Mffc do hdi long cda khdch du lich vi thdi do phtiC vu cda nhdn viin trong khdch sgn
Theo ke't qua thd'ng ke d Bang 5, ehi cd 1/4 tidu chi dttdc khdch hai long la "Thai dd cua nhan vien trdn thdnh, dang Un cay". 3/4 tieu chi cdn lai chi dffdc khach du lich danh gid dat mffc trung binh.
Mffc do hdi long cda khdch du lich doi vdi trtnh do nghiip vu cua nhdn viin trong khdch sgn
Ke't qua nghien cffu chd tha'y, cd 100%
cac yd'u td ve trinh do nghidp vu eiia nhdn vien trong khdch san, dd la: Giai quye't cac nghiep vu nhanh chdng, Xff ly Unh hud'ng hnh boat, Kha nang giao tid'p td't, Trinh dd hieu bid't sdu rdng dttdc khaeh du lich danh gid chi dat mffc trung binh.
Trong dd, yeu to' "Trinh do hidu bie't sdu rgng" dttdc khach du lich danh gid kha thap (chi dat 2,83 did'm) (Bang 6).
Mffc do hdi long chung cua khdch du lich ve ehdt lugng dich vu luu tru cua khdch sgn
Ben canh khao sat stt hai long ciia khdch san dd'i vdi 6 chi tieu nghien cffu, nhdm tac gia Ud'n hanh khao sat sff hai idng (Sff thoa man chung) cua khach sff dung dieh vu. Mffc diem trung binh dat dtfdc la 3,27 didm tttdng xffng vdi mffc chd't Iffdng "Trung binb". Ket qua cho
BANG 3: DANH GlA CUA KHACH DU LjCH V6 TIEN NGHI PHONG MGHI CUA K H A C H S A N
Chl ti^u Cl C2 C3 C4
Ti^u chi Dich vu bo sung tai phong nghi da dang Cung cap cac dich vu tai phong nhanh chdng, ti6n ldi
Phong nghi tien nghi Tinh trang an ninh trong phong nghi
Trung binh 2,83 3,04 3,.34 3,35
BANG 4: DANH GIA COA K H A C H DU LICH v i GlA CA PHONG NGHI CUA K H A C H S A N
Chi ti6u Dl D2 D3 D4
Ti6u chi
Gia ca canh tranh so vdi cac khach san dong hang tren thi trirflng
Gia ca phii hdp vdi chai Iifdng dich vu du'dc cung cap Gia cd hnh hoat
Phu'dng thu'c mua, thanh loan di dang
Trung bmh 2.67 3,41 3,32 3,17
BANG 5; DANH GlA CGA K H A C H DU LICH V6 THAI DQ PHUC VC C^A NHAN VIEN TRONG KHACH SAN
Chi ti6u E l E2 E3 E4
Ti^u chi Nhan vien th3n thi6n vdi khach du lich
Nhan vi6n lu6n tan tuy trang qua trmh cung cap dich vu Thai do cua nhan vi6n chan thanh, dang tm cay Luon hoa nha, than thi6n vdi d^ng nghiap
Trung binh 3,35 3,27 3,42 3,05
BANG 6: DANH GIA CGA KHACH DU LICH VE TRINH DQ NGHilgP VG CUA NHAN VIEN TRONG KHACH SAN CM t i t a
Fl F2 F3 F4
Tieu chi Giai quy^l cac ngliifip vu nfianii ciiong Xu' ly tinli huong linli iioat Kha nang giao tiep tot Trinh do hieu biet siiu rpng
Trimg binh 3,38 3,18 3,33 2,83
BANG 7: BANG TONG HdP mtJTC DQ HAI LONG CUA K H A C H DO L[CH VE CHAT LddNG DICH VG LffU TRU
CUA CAc K H A C H S A N 2 SAO, 3 SAO TREN DIA BAN TP. THAI NGUYEN Ky hieu
A B C D E F
ChitiSu Canh quan, moi tnfdng cua khach san Cd sd vSt chai ciSa khach san Tien nghi phong nghi cua khach san GiS ca phong nghi cfia khach san Thai do phuc vu cua nhan vien trong khach san Trtnh dp nghiep vu cua nhan vien trong khach san
Trung hinh 3,15 3,04 3,14 3,17 3.27 3.18 [Nguon Nghien cJi
131
thay. danh gia ve sff thoa man chung la tffdng xffng vdi sff danh gia cua khach du lich ve cac chi lieu tao sff thoa man ciia hp.
KET LUAN VA MOT SO GIAI PHAP Theo ke't qua tdng hdp d Bang 7, chung ta cd the ket ludn:
Td't cd 6 tieu chi dffa ra de danh gid stt hai long cua khach du lich ddi vdi chd't Ittdng djch %"u Ittu trff cua cac khach san 2 sao, 3 sao tren dia ban TP. Thdi Nguyen deu dttdc khach du lich ddnh gid d mttc tnmg binh. Dieu nay chffng td, khdch du lich chtta hai long ve chat Ittdng dich vu cua cdc khach san. Hay ndi each khde, dicb vu cua khach san chtta dttdc dam bao.
Tren cd sd khac phuc nhiing ban che ve cha'l Iffdng dich vu ma khach du lich ddnh gia d iren. nham nang cao chat Ittdng dich vu cua cac khdch san 2 sao va 3 sao tren dia bdn TP. Thai Nguyen, iheo chung tdi. cac khdch san can thttc hien cd hieu qud mdt sd'giai phap nhff sau:
Mgt Id, cdn da dgng hod cdc logi hinh dich vu deed thi ddp ffng nhu cdu ngdy cdng tdng cua du kltdch. Cu the la:
- Sdp xep. bai tri lai khdng gian san cd va bd sung them cdc loai hinh dich vn bd sung de tao nen mdt khdng gian du lich day du trong mot khach san.
- Lien ket vdi cdc ddn vi kinh doanh khac, nhtt:
hang lu\i niem, dac san ddn tdc, thdi trang, cdc cd sd vui chdi giai tri. cac lang nghe truyen thd'ng... cd uy lin de lao thanh mdt chudi dich vu hffu ich. da dang, ha'p dan, keo dai thdi gian Iffu tru cua khdch du lich.
Hai la. ndng cao chdt lugng dgi ngu tao dgng trong cdc khdch sgn. Cu the cdn:
- To chffc cac ldp dao lao. bdi dttdng nang cao lay nghe, ngoai ngff cho nhan vien. Can tan dung nhttng lao dOng lanh nghe cua doanh nghiep va mdi them nhffng chuyen gia ben ngoai tdi giang day va httdng ddn cdng viec cho nhan vien. Ben canh do. khach san can cff mot so'nhan vien di hgc tap, ndng cao tay nghe lai cac cd sd ddo tao uy tin trong va ngoai nffdc de ndng
cao tilnh do, cap nhat nhffng phttdng thffc phuc vu hien dai hdn.
- Cho nh^n vien tham gia nhiftig cuoe thi ve nghiep vu cua nganh de ho co cd hoi cp sat, hpc tap va trao doi nghiep vu lan nhau.
- Nang cao dao dffc nghe nghiep cho ngffdi lao dpng, xay dttng. cung cd' van hod doanh nghiep.
- Dffa ra mffc Ittdng thttdng hdp K.
minh bach nhara tao tdm ly thoai mai. kich thich ngffdi lao dpng hang say lam viec.
Ba la. ddu tu cho cdng tdc qudn ly chdt lugng nhdm tgo ra dich vu du lich ddm bdo. thudng xuyin cdi den vd ndng cao chdt luang dich vu. Cu the can:
- Trich lap mpt ngudn ngan sach thoa dang va len ke hoach cho cong tdc quan ly chat Ittdng trong iffng giai doan. Cdng tac qudn ly chd't Ittdng can dttdc thffc hien day du theo cac bffdc:
+ Tim hieu rd khach hang muc tieu, nhffng nhu cau ky vong cua hp ddi vdi cha'l Iffdng dich vu du lich.
+ Xa\ dttng cdc lieu chi chd't Iffdng cho dich Ml.
+ Xdy dffng dpi ngii can bd cdng nhan vien. tap trung moi ngudn Ittc de thttc hien cdc tieu chuan cha't Iffdng.
+ Xdy dffng mdt he thd'ng kiem tra thffdng xuyen.
- Trong tffng giai doan, can dinh vi lai vi the' cua minh tren thi trttdng iff dd cd nhttng bien phap sff dung hieu qua cac ngudn Ittc cai tie'n, ndng cao chd't Iffdng nham dap ffng kip thdi \'di nhffng thay ddi cua khdch du lich. nang cao kha nang canh tranh ciia dich vu. doanh nghidp iren thi irffdng.•
J T A l i l E U J r H A M KHAO — _ 1. Sd Van hda. The thao va Du lich tinh Thdi Nguyen (2016-2018). Bda cdo ketqua kinh doanh du lich tinh Thdi Nguyin cdc ndm tff 2016 din 2018
2. Dang Ngoc Sff vd Nguyin Dinh Phan (2012). Gido truth Qudn tri Chd't lugng, Nxb Dai hpc Kinh te' Qudc dan
3. Pham The" Ninh (2011). Gidi phdp ndng cao suhdi long cua khdch du lich dd'i vdi chd'i lugng dich vu hat tni tgi Cffa Ld, Nghe /Kn. Ky yeu Nghien cffu khoa hgc danh cho Cao hoc vien. Trttdna Dai hgc Thttdng mai
4. Admad. J. & KamaL N. (2002). "Custdmer satisfaction and retail bankmg: an assessment of some of the key antecedents of Customer satisfaction and retail banking". Imenaiional Journal of Bank Marketing, 20(4). 146-61
5. Cronin Jr.. J. J- & Taylor, S. (1992). Measuring Service Quality: A Reexamination and Extension. The Journal of Marketing. 56. 55-68
6. Kotler. P., & Keller, K. L.. (2006). Marketing management, Pearson Prentice 105 Hall. USA 7. Zeithaml, V.A. & Bitner, M.J. (2000). Services Marketing: Integrating Customer Focus across the Firm, 2nd Edirion. McGraw-Hill, Boston
132
