Ve mu'c do hai long doi
v6i djch vu internet cua VNPT tai TP. Tra' Vinh
NGgYEN VAN Vti AN*
N G O Y I N T H A I MY ANH"
LAJVl THI M'? LAN*"
Tom tat
Muc tieu cua bdi viet Id .xdc djnh cdc nhdn td dnh hudng din mUc do hdi long cua khdch hdng ddi vdi dich vu intemet cua Tap dodn Buu chinh Viin thdng Viet Nam (VNPT) tgi TP. Trd Vinh.
Bdi viit sff dung phuang phdp kiim dinh thang do bdng he sd Cronbach's Alpha, phdn tich nhdn td '.:lidm phd (EFA) vd phdn tich hdi quy Binary Logistic trong nghien cUu de xdc dinh cdc yiu to dnh hudng den mUc do hdi long cua khdch hdng ddi vdi dich vu intemet cua VNPT. Kit qud nghien cUu phdt Men mUc do hdi long cua khdch hdng ddi vdi dich vu intemet ciia VNPT phu thugc vdo: chuang trinh khuyin mdi, nhdn vien vd dich vu khdch hdng, cudc phi sff dung cua VNPT. Trong dd, biin Khuyin mdi dnh hudng mgnh nhdt din mUc do hdi ldng cua khdch hdng ddi vdi dich vu intemet cua VNPT.
Ttf khoa.' dich vu intemet, mUc do hdi long cua khdch hdng, phdn tich nhdn td kham phd, md Mnh Binary Logistic, VNPT, Trd Vinh
Summary
77K study's aim is to clarify determinants of level of customer satisfaction with intemet service supplied by VNPT in Tra Vinh city. Methods of Cronbach's Alpha test, exploratory factor analysis (EFA) and Binary Logistic model are used to identify those factors. The result shows that level of customer satisfaction depends on VNPT's promotion program, employees and customer services, and charge; in which, promation program creates the most impact.
Keywords: intemet service, level of customer satisfaction, exploratory factor analysis. Binary Logistic model, VNPT, Tra Vinh
GIOI THIEU lffdng Idn khaeh hang, lam sao de khaeh hang cam thfi'y hai long vdi chfi't lffdng dich vu la mpt dieu khong de O Viet Nam. vien thong la mpt trong dang. Viec danh gia mffe dp hai long cua khaeh hang nhffng nganh dich vu khdng ngffng Idn doi vdi san phfim dieh vu Mtemet la rat can thie't, la tien manh va ddng gdp mpt phfin quan ttpng de de cac nha eung cap dich vu nMn nhan va kie'n ngM vao sff phat trien cua da't nffdc. 'Vien thong mpt so' giai phap nham giup nha eung cfi'p dich vu dap da va dang cung cap nMeu dich vu tdi ffng td't hdn nhu cau cua khaeh bang. Tren ep sdthu thap ngtfdi dan, ttong do cd dich vu intemet. dff heu tttfdng hpp dieh -vu mtemet eua VNPT tai TP.
Cong nghe vien thong ngay cang phat Tra Vinh, tac gia tap tmng phan tich "Cac nhfin to' anh trien, thi nhffng ddi boi ve chfi't Mdng dieh htfdng den mffe dp hai long eua khaeh hang do'i vdi dich vu ngay cang cao. De dap ffng dffpe so' vu intemet cua VNPT tai TP. Tra Vinh"
, • , " T h S . , Tru'dng Dai hpc Tra Vinh I Email: [email protected]
Ngay nlian bai: 25/05/2016: Ngay phan bien: 11/08/2016: Ngay duyet dang: 25/08, 201 •}
F^r,nnm\ and Fore^asi Re\ iew A7
CO s d LY TIIUYET
VA PHU'dNG PHAP NGHIEN CU'U Casd lythuyet
Chfi't lffdng dich vu la nhffng danh gia cua khaeh hang ve nhffng diem nd'i troi eua thffc the, no la mpt dang eua thai dp va la ke't qua M viec so sanh mong ddi va nban thffc ve Slf thifc hien, ma hp nban dtfdc (Zeithami, 1988), hay cha't itfdng dieh vii la khoang each giffa sif mong ddi ve dieh vu ciia khach bang va nhan thffe ciia hp khi da sff dung qua dieh vu (Parasuraman et al., 1988).
Theo Philip Kotler (2001), sff thda man - hai long cua khach hang la mffe dd ttang thai cam giac eua mpt ngtfdi bat nguon ttt viec so sanh ke't qua thu dffpe tff viec tieu diing san pham/dich vij vdi nhffng ky vpng cua ehinh hp. Mffe dp hai long phu thupc vao sff khae biet giffa ke't qua nhfin dffpe va sff ky vpng: ne'u ke't qua thffe te tha'p hdn sif ky vpng, thi khach hang khong hai long; ne'u ke't qua thffc te Mdng xffng vdi sff ky vpng, tbi khaeh hang se hai long; neu ke't qua thffe te eao hdn sff ky vpng, thi khaeh hang ra't hai long. Sff ky vpng eiia khach hang dffdc hinh thanh tff kinh nghiem mua sam, ttt ban be, dong nghiep va ttt nhffng thong tin cua ngffdi ban va doi tbu canh ttanh.
Muc tieu hang dau eua eae eong ty dieh vu la phai thda man nhu eau eua khach bang ne'u muon cd dffpc lpi nhuan. Hp se tie'p tuc sff dung dich vu va sff dung nbieu bpn neu dffpc thda man nhu cau. Co nhieu quan diem khac nhau ve mffe dp thoa man eiia khach hang, nhff:
Oliver (1997) va Baehelet (1995) dinh nghia, sff thoa man eua khach hang la mpt phan ffng mang tinh cam xue eiia khaeh bang dap lai vdi kinh nghiem eua hp vdi san pham hay dich vu.
Thong thffdng eae nha kinh doanh dieh vu thffdng cho rang chfi't Iffpng ciia dieh vu cbinh la mtfc dp thoa man cua khach hang. Tuy nhien, nhieu nha nghien cffu eho thfi'y, cha't lffdng dich vu va sff thda man khach bang la hai khai niem phan biet. Sff thda man eua khach hang la mpt khai niem tong quat, ndi len sff hai long cua hp khi tieu dung mpt dieh vu. Trong klii dd, chfi't lffdng dich vu chi tap trung vao cae thanh phan cua dich vu (Zeithami, V.A., 1988).
Parasuraman et al. (1988) ngMen eiM "Servqual:
A multiple-Iterm scale for measuring consumer perceptions of service quahty" khang djnh rang, Servqual la mpt dung cu do lffdng cha't Itfpng dieh vu tin cfiy va ehinb xac. Benh eanh dd, mo Mnh Servperf eua
MiJc d5 hai long cua khach hang phu thupc nhilu hdn ca vao chtfdng trinh khuy§'n m5i, nhSn vien va dich vu khach hang, ctfdc pM suT dung cua VNPT. Trong do, bife'n Khuyg'n mai anh htfolng m^nh nhfift dg'n mu'c dd hai long cua khach hang dd'i vdi dich vu internet cua VNPT, tie'p do la de'n bie'n Nhfin vign va dich vu khach hang, Ctfdc pW suf dung.
Cronin va Taylor dtfdc dtfa ra vao nam 1992 dtfa tten viec khac phuc nhttng kho khan khi sti dung mo Mnh Servqual. Thay vi do Itfdng ea cha't lffdng cam nhfin lln ky vpng, mo Mnh Servperf do lffdng cam nhfin cua khach hang M do xac dinh chat lffdng dich vu. Vi vfiy, mo hinb Servperf dffdc chpn di thffc hien bai vie't nay.
Phiidng phdp nghien cffu
Tren cd sd ke thffa ly thuyet va de phii hdp vdi dieu kien Viet Nam, nhdm nghien cffu tie'n hanh hpi thao vdi nhdm ehuyen gia ve cac thang do va eac bie'n quan sat.
Nghien cffu sff dung so lieu dffpc thu thfip bang each phong va'n trife tie'p bang bang hoi dffdc xay difng theo thang do Likert (thang do 5 mffe dp: 1 - Hoan toan khong hai long; 2 - Khong hai long; 3 Binh thffdng; 4 - Hai long; 5 Ra't hai long).
So' heu dffpe thu thap vao tiiang 04/2016 vdi doi Mdng phdng va'n dffdc chpn ngfiu nhien la 280 hp gia dinh d TP. Tra Vinh cd sff dung dich vii intemet eua VNPT.
Nghien cffu dffpc tie'n hanh thdng qua 2 bffdc:
(i) NgMen ciM dinh tinh bang xay dffng be thong thang do va eae bien quan sat phu bdp vdi thtfe te.
(u) Nghien eiM dinh Itfdng thong qua stf ho ttd eua phan mem SPSS 18.0 bang viec sff dung he so' tin cfiy Cronbach's Alpha de kiem dinh mffe dp chat che ma eae muc hoi trong thang do Mdng quan vdi nhau; phfin tich EFA dtfdc sff dung de kiem dinh cac nhfin to' anh htfdng va nhfin dien cac ye'u to' dtfdc eho la phu hpp. Dong thdi, sff dung phfin deh h6i quy Binary Logistic de xac dinh eae nhan to va mffe dp tae dpng eua tffng ye'u to' den mffe dp hai long cua khaeh hang doi vdi dieh vu VNPT.
Md hinh danh gia mffe dp hai cua khach hang do'i vdi dieh vu intemet VNPT tai TP. Tra Vinh dffdc thie't lap nhff sau:
^^^ = ^^ - Po+PiF.+fcFz Log,
P(7 = 0)
+ (33F3+p4F4-i-p5F5+ei Trong do, cac bie'n dpe lap dffa vao phan tich hoi quy dtfde xac dinh bang each tfnh diem eua cac nhfin to' (Factor score, nhfin so'), bao gom: Chfi't Itfdng dieh vu mang (Fl); Ctfdc phi sff dung (F2); Phfin pho'i (F3); Khuye'n mai (F4); Nhfin vien va dieh vu khach bang (F5). Bie'n phu thu6c Y nhfin gia tri 1 ne'u khaeh hang hai long khi sff dung dich vu internet cua VNPT,
48
Kinbte vi DUbao
nhan gia tri 0 ne'u ngtfdc lai. Cac tiiam so' dtfdc tfdc Mpng bang phtfdng phap tfdc Itfdng tiiich hpp ctfc dai (Maximum Likelihood Estimation) tten phan mem SPSS.
KET QUA VA THAO LUAN Phdn tich EFA
Cac thang do va cac bie'n quan sat de tie'n hanh phan tich nhfin to kham pha gom 5 thang do vdi 28 bie'n quan sat.
Thifc Men phan tich nhfin to'cho eac kiem dinh dtfdc dam bao:
(1) Mffe dp tm cay eua tbang do (He so' Cronbach's Alpha M0,61 de'n 0,77 > 0,6);
(2) Dp tm cfiy eua cac bie'n quan sat (Factor loadmg > 0,5);
(3) Kiem dinh tinh tMch hdp cua mo Mnh (0,5 < KMO = 0,611 < 1);
(4) Kiem dinh Bartlett ve Mdng quan giffa cac Men quan sat (Sig. = 0,000 <
mffe y ngMa a = 1%);
(5) Kiem dinh phffdng sai cpng don (Cumulative variance > 50%).
Phan tich EFA nhan dien dffdc 5 nhfin to'tac dpng tdi mffe dp bai long cua khach bang vdi 20 bie'n quan sat va mpt Men phu thude dai dien eho stf hai long (Bangl).
Phdn tich hdi quy Binary Logistic Mo Mnh hoi quy tong quat dtfde Meu chinh sau khi phfin tich EFA: Y = f(Fl, F2, F3, F4, F5).
Ke't qua tfdc Itfdng eua mo bMh hoi quy Bmary Logistic eho thfi'y, bie'n F4 ed y ngMa vdi dp tm cfiy 99%, Men F5 ed y ngMa vdi dp tm cfiy 95% va bie'n F2 ed y ngMa vdi dp tm cay 90%. Md hinh ed gia tti -2LL = 15,903 Mdng do'i nho, phan ttam chinb xac 89,7%, he so' Mdng quan gitta cac bie'n deu < 0,6, nen khong xay ra Men Mpng da cpng Myen. Do do, m5 binb ed y ngMa tho'ng ke va phu hdp (Bang 2).
NMn vao Bang 2, ta thfi'y bie'n F4 anh htfdng manh nhfi't de'n mffe dp hai long eua khaeh hang ddi vdi dich -vu intemet eua VNPT, ke de'n la bie'n F5 va cud'i ciing la Men F2. Vdi gia dinh eac nhan to khac khong doi, tM cae nhfin to' tae dpng tdi mffe dp hai long cua khach hang dffpc dien giai nhff sau:
- F4 (Khuye'n mai): Bie'n dpe lap nay tac dpng eung chieu vdi mffe dp bai long cua khach hang d mffe y nghia a = 1%.
Nhff va>. kM khuyen mai tang len, till mffe dp hai long cua khach bang doi vdi dich vu mtemet eua VNVT eung tang theo.
BAtHG 1: HE THONG THANG DO DA DCiOC KIEM DINH
Bi§'n Fl
F2
F3
F4
¥5
Y
Nhan to'anh hi/dng (bien doc lap) Kyhifu 1. Chat lu'dng dich \ u mang
Tinh on dinh cua mang
Toe dp truyen trung binh cua mang Toe dp truyen cua mang trong gid cao diem Do ben cua cac thie't bi di kem (modem, day mang...) do nha cung cap dich vu cung cap 2. Cirdc phi su* dung
Cirdc ket no'i mang
Su hop ly cua cifdc phi so vdi toe dp difdng truyen
MiJc cu*de phi so vdi dich vu eua eae nha eung cap mang khac
3. Phan phoi
Si/ thuan tien khi tie'p can dieh vu
Cach thiJc dang ky s^ dung dieh vu (nhanh chdng, ddn giaa..)
Slf nhanh ehong trong viec lap dat 4. Khuyen mai
Cac chinh sach hau mai (bao gom hirdng dan su" dung dich vu, kiem tra. su'a chiJa mien phi, tang linh kien...)
Cae chu'dng trinh khuye'n mai cua VNPT so vdi cac nha eung cap mang khac
Cac chu'dng trinh quang cao cua VNPT so vdi eae nha cung cap mang khac
5. Nhan vien va dich vu khach hang Tfnh chuyen nghiep eua nhan vien khi den lap dat, su'a chu'a hay thu tien cufdc phi
Sir than thien cua nhan vien
Tinh than trach nhiem doi vdi cong viec cung nhir doi vdi khaeh hang cua nhan vien ChiJ tin do'i vdi khach hang
Giai quyet cac van de, yeu eau cua khach hang Ne'u siJ dung each tinh cifdc theo Mbyte Phu'dng thu'c thanh toan tien cirdc phi Sir hai long cua khaeh hang
x„
x„
x„
X .
x„
x„
X .
X,,
X32 X33
x„
X.,
1
X . ,
X 3 ,
X 5 ,
X.,
x„
X , 5
x„
X..
Y
BANG 2: KET QtlA CfSC LCfONG CCIA MO HINH HOI QGY BINARY LOGISTIC
i Bien so' FI (cha't Wdng dich vu mang) F2 (ci/dc phi su" dung) F3 (phan phoi) F4 (khuye'n mai) I F5 (nhan vien
va dich vu khach hang) 1 C (hang so')
-2LL = 15.903*
' Phan tram chinh xac: 89.7'^r He so tiTOng quan giu'a cac bien
Ghi chii: *** »« * lan lum co \ deu ngh
Heso'P j -1,468 1 -0,735 -1,646 1,847 1,442 2,879 ,
<0,6 dy/dx -0,367 -0,184 -0,412 0,462 0,361
-
ladmijCcaid IVc, V/ald
1.015 0,493*
1,711 3,058***
2,296**
6,188
5% vd 10%
Nguon: iinh toan cua rihom ^ac gia
iPin^ and Forecast Review
49
Qua nghien cffu thffc te cho tha'y, nhffng nha mang tiiu hut khach bang tiiffdng cd nhffng chffdng ttinh khuyen mai hfi'p dfin. Doi vdi nhffng nha mang cd chinh sach khuye'n mai tiiffdng xuyen edn giup ieh ttong viee giff ehfin nhffng khach hang Ifiu nam, eung nhff tbu hut tiiem khach bang mdi.
F5 (Nhfin vien va dich vii khach hang): Bie'n dpe lap nay tae dpng eung chieu vdi mffe dp hai long cua khaeh bang d mile y nghia a = 5%. Cu the, khi nhfin vien va dieh vu khach hang to't len, thi mffe dp bai long eua khach hang do'i vdi dieh vii internet cua VNPT cung tang. Dieu nay kha phu hdp vdi viee kinh doanh dich vu intemet, ngoai viee ed nhffng ehffdng tiinh khuye'n mai hfi'p dfin, thi thai dp phue vu eua nhfin vien eung anh hffdng Idn de'n khach bang. Vdi mpt nha mang cd nhffng nhan vien phuc vu to't, thi khach hang se cam thfi'y minh dffpc eham sdc to't ve dich vu hdn, gitt ehfin dffpe khach hang.
- F2 (Cffde phi sff dung): Bie'n dpe lap nay tae dpng ngffdc chieu vdi mffe dp hai long cua khaeh bang 3 mffe y nghta a = 10%. Cii the, kM cffde pM sff dung tang, thi mffe dp bai long eua khaeh bang do'i vdi dieh vu mtemet cua VNPT giam xuo'ng. Cffde phi cung la mpt phan quan ttpng trong viee khaeh bang Ma chpn nha eung ca'p dich vii mtemet. Khach hang thffdng cd xu hffdng Iffa chpn nhffng nha mang cung ca'p dich vu intemet cd cffde phi re va chfi't Mpng tot so vdi nhttng nha eung cfi'p dich vu mang khac.
- Fl (Chfi't Iffpng dieh vu mang) va F3 (Phan pho'i) khong cd y nghia thong ke, bay ndi each khac la khong du bang chffng cho rang, cae bie'n nay anh hffdng de'n mffe dp hai Idng ciia khaeh hang do'i vdi dich vu intemet eua VNPT tai TP. Tra Vinh.
KET LUAN VA KIEN NGHI GIAI PHAP Ke't qua nghien cffu cbo thfi'y, ve ed ban, khaeh hang hai long vdi dich vu intemet cua VNPT TP. Tra Vinh. Mffe dp hai long eiia khach bang phu thupc nhieu bPn ea vao ehffpng trinh khuye'n mai, nhfin vien va dieh vu khaeh bang, cffde phi sff dung eua VNPT.
Trong do, bie'n Khuye'n mai anh hffdng manh nha't de'n
Nha cung eS'p djch vu mang cln chu trpng cac chiAfng trinh khuyg'n mai ban ddu kM ket nd'i mang va dac bi$t la chfnh sach hau mai.
mffe dp hai long eua khaeh hang doi vdi dieh vu internet ciia VNPT, ti6'p dd la de'n bie'n Nhan vien va dich vu khach hang, Cffdc phi sff dung. Bai vie't chffa phat hien bie'n Cha't lffdng dich vu mang va Phan pho'i anh hffdng de'n mffe d8 hai long eua khach hang dd'i vdi dich vu intemet cua VNPT.
Tren cd sd ket qua nghien ettu, nhdm tac gia kie'n nghi mpt so' giai phap giup nha cung ca'p dieh vu ndi chung, VNPT ndi rieng, dap ffng tot hdn nhu eau cua khach hang, nhff sau:
Mgt Id, do'i vdi cMnh sach khuye'n mai, nha cung cfi'p dich vu mang can ehu ttpng cac chffdng trMh khuye'n mai ban dau khi ke't noi mang va dac Met la ehinh sach bau mai.
Hai Id, do'i vdi nhfin vien va dich vu khach hang, nha cung cfi'p dich vu mang can Iffu y dp chuan xac trong hda ddn vdi each tinh cffde theo Mbyte va chff tin doi vdi khach hang. Dac biet, nhfin vien ky thuat phai kip thdi sffa chffa kM cd true ttac ve mang xay ra do'i vdi khach hang.
Ba Id, do'i vdi cffdc phi sff dung, nha cung cfi'p dieh vu mang can May ddi cffdc phi phu hdp vdi td'c dp dffdng truyen, dac biet toe dp dffdng truyen ttong gid cao diem. Ben canh dd, nha eung cfi'p dich vu mang cQng nen gidi thieu de'n khach hang ve cae quy dinh, cbinh sach ve each tinh cffdc pM.IIl
TAIIIEU THAMKHA^O
1. Baehelet, D. (1995). Measuring Satisfaction or the Chain, the Tree, and the Nest, Customer Satisfaction Research, Brookers, Esomar
2 Ohver, R. L. (1997). Satisfaction - A Behavioural Perspective on the Consumers, New York:
McGraw - Hill
.o^^r;/!?^''P ^°'''^'^ ^^°°^^' ^"'''^eting Management, MilleMum Edition, Prentice-Hall, ISBN 0-536- 63099-2
4. Zeithami, V. A (1988). Consumer perception of price, quaUty and value: A means-end model and synthesis of evidence,/oiirnaZ o/martemg, vol 52 pp 2-22
5. Parasuraman, V.A. Zeithami and L.L. Berry. (1988). Servqual: A multiple-Iterm scale for measuring consumer perceptions of service quaUty, Joumal of Retailing, vol. 64, pp. 12-40
6. Cronin, J. J., Taylor, S. A. (1992). Measuring service quaUty: a reexamination and extension, Joumal of Marketing, vol. 6, pp. 55-68
