Cac nhan to anh hu'dng den
su" lifa chon nha cung cap dich vu
mang dien thoai di dong cua khach hang
& khu vifc Dong being song CuU Long
NGUYIN GlAC TRI*
Tom tat
Bdi vie't sd: dung phuong phdp phdn tich dinh lugng nham ddnh gid cdc nhdn to dnh hudng din su lua chgn nhd cung cdp dich vu mgng dien thoai di dgng cua khdch hdng tgi khu vUc Dong bdng song Cdu Long. Ki't qud nghien cdu cho thd'y. co 3 nhdn td. gom: Chdi luong dich vu;
Cong nghi; Uy lin - thuang hieu dnh hudng thuan chieu de'n sU lua chgn nhd cung cdp dich vu mgng dien thoai di dong cua khdch hdng tgi khu vtXc Dong bdng song Cdu Long.
Tii khda: thuang hieu, nhd cung cdp, gid tri nhgn thdc. y dinh mua. Dong bdng song Cdu Long Summary
This article uses quantitative analysis to evaluate faclors affecting customers' choice of mobile network providers in the Mekong Delta region. The results point out 3 factors that positively affects their choice, including Service quality; Technology; Brand reputation.
Keywords: brand, providers, perceived value, purchase intent, Mekong Delta G iai THfEU
Mang dien thoai di ddng cd mat tai thi irffdng Viet Nam dau tidn vao nam 1993. Thi trffdng dich vu didn thoai di ddng Id thi trffdng it dn dinh nha't, canh tranh ngay mdt gia tang va thay ddi lien luc, nen cdc nhd cung ca'p can quan tam dd'n sff lffa chpn nha cung ca'p cua khach hang. Viel Nam hien dang cd 5 nhd cung ca'p dich vu didn thoai di dgng dd la: Mobifone, Viellel, Vinaphone, Vietnamobile va G-Fone va cdc nhd cung ca'p dang phai dd'i mat vdi sff canh tranh khd'c lidt.
Theo Cue Vien thong, nhieu nam nay, tong thi ph^n cua 3 doanh nghiep ldn nhd't la: Vietlel, Vinaphone, Mobifone ludn chie'm trdn 90%, nam 2019 tang cao nha't ldn tdi 96,2%. Cac doanh nghidp con lai chi chid'm 3,8% thi phin (Ha Linh, 2020).
Lffa chpn nha cung ca'p dich vu la mdt va'n de ra't quan trpng, nhffng day thdch ihffc trong tid'p thi dich vu, bdi VI cdc dich vu noi chung la vd hinh, kho phan biet ve san phd'm va tidu diing, khd khan trong vide deu chua'n hod va dp ben. Khdm phd nhffng thong tin dd se giup cdc nha cung ca'p dich vu xdc dinh dffdc cdc chie'n Iffdc tid'p thi thieh hdp, can thid't de' thu hut khdch hang mdi.
Khu vffc Ddng bang sdng Cu^i Long la khu vffc rdng ldn, gdm 1 thanh phd'trffc thudc Trung ffdng vd 12 tinh.
Ddng bang sdng Cu\i Long chid'm 13%
dien tich ca nffde, nhffng la ndi sinh sd'ng cua hdn 19% dan so' cd nffdc. Chinh vi vdy, vide nghidn cffti cdc nhan td dnh hffdng dd'n sff lffa chgn nhd cung cap dich vu mang didn thoai di ddng cua khdch hang d khu vffc Ddng bang sdng Cu^i Long la ra't can thie't.
ca S6 LY THUYET VA PHl/aNC PHAP NGHIEN CLfU
Cd sot ly thuye't
Nhd cung cdp. Nha cung ed'p Id ca nhan hay to chffc cung ffng san pham hay dich vu cho ca nhan hay td chffc khdc.
Willis va cdng sff (1993) dd dffa ra ddu chi chpn lffa nha cung ca'p, bao gdm: gid ca, cha't Iffdng dich vu cung ffng, tudn thu trong giao nhdn, chat li/dng san ph^m (dich vu), cdng nghd, kha nang quan ly.
Lua chgn nhd cung ca'p
Lffa chpn mdt nhd cung ca'p dich vu trong mgt so' lmh vffc dich vu la vide phan tich lau dai. Tuy nhien, ichdng c6 mo hinh nhd cung ca'p dich • u li/a chon
•TS., Khoa Kinh te va Quan tri kinh doanh. TriTdng Dgi hgc Dong Thap Ngdv nhdn bdi: 15/6/2020: Ngdy phdn bien: 20/7/2020: Ngdy duyet ddng: 27/7/2020
80
phd bid'n, ma chi la mgt cd sd cho td't ca cac nghidn cffu mdi trong llnh vffc nay va cho phdp so sdnh ket qua tff cac nghien cffu khdc nhau. Ke tff khi ede nffdc phdt trien bj chi phdi bdi nganh dich vu, Ihi hau he't ngffdi tidu dung dffdc cung ffng du loai dich vu. Qua trinh lffa chgn nha cung cdp dich vu khdi tao tff mo'i quan he giffa khach hdng vd nhd cung cap dich vu, day la bffdc quan trgng nha't trong vide cd dffdc mdt khach hang mdi cho mdt nhd cung cdp dich vu (James F.
Devlin, 2002).
Tiep thi dich vu Id khai nidm vo hinh, khach hdng co thd' dffdc dff kid'n se phai ddi mdt vdi khd khan trong vide danh gia cdc dich vu cung ca'p. Do linh phi vat cha't nay, ndn trong qud tnnh sdn xual dich vu, hau nhff khong su" dung cdc nguydn, nhidn vdl lieu ed ban, khdng thd' kiem tra, trffng bay hay bao gdi dich vu.
Khdch hang thffdng cam thd'y rui ro hdn idu mua dich vu so vdi hang hda thdng Ihffdng va dieu nay can trd trao ddi dich vu. Cdc nhd cung cap dich vu vffdt qua cac han chd' ndy dd' tao ra ldi thd' canh tranh thdng qua cdc cffa hang ban le, hinh dnh tffdng trffng vd sff dung cac bieu tiTdng de thay the' hdng hda. Khdm pha nhffng thdng tin dd se giup cdc nha cung ed'p dich vu xdc dinh cac chid'n Iffdc lid'p thi thich hdp can thie't de thu hut khach hang mdi. Vi vdy, de lffa chgn nha cung ed'p dich vu ndo, ngffdi tidu dung phdi nhan bid't nhffng thdch thffc, md hp phai dd'i mat, khi hg cdgang dffa ra quye't dinh va danh gid cac nhdn Id' cua dich vu, ma hg mudn sff dung (Debra Ann Grace va Aron O'Cass, 2004).
Hdnh vi mua cua ngUdi tiiu dung Theo Philip Kotler (2008), hanh vi tieu dung dffdc hie'u la nhffng phan ffng, ma cdc cd nhdn bie'u Id trong qud trinh ra quyd't djnh mua hang hda, dich vu.
Biet dffdc hdnh vi cua ngffdi tieu diing se giiip cho doanh nghidp dffa ra nhffng san pham, nhffng chie'n Iffdc tie'p thi va kinh doanh sdn phd'm phu hdp.
Amn Kumar Tarofder va Ahasanul Haque (2007) de xud't 4 nhan tdde lffa chon nhd cung ca'p dich vu vidn thong Id: Chi phi;
Kha ndng ve Cdng nghe; Ddnh gia chat luWng; Ho sd td chffc cua nha cung cap.
Dffa trdn cac nghidn cffu trffdc day, tdc giA de xud't md hinh nghidn cffff nhff Hinh.
Phfftfng phap nghien cihi De cd dff lieu phan tich tac gia phdt di 500 bdng cau hoi, do'i tffdng la nhffng
Himt: MO HIMH NGHIEN 0.(1(1 D I NGH|
HI
TT 1 2 3 4 5 6 7 8
BANG 1: KET QUA KIEM DIMH CRONBACH'S ALPHA cAC THAMG DO
Thang do Chat lUdng dich vu (CLDV) Gia cL/flc - chi phi (GC) Cong nghe (CN) Dich vu gia tn gia tang (GTGT)
Dich vu cham soc khach hang (CSKH)
Khuyen mai (KM) Uv lin-thUcfng hieu (UTTHl Su" lu'a chon nha cung cap (SLC)
S6' bifn quan s i t
6 4 7 3 3 5 3 4
Cronbach's Alpha
0,863 0.816 0 901 0.660 0.722 0 842 0,737 0.838
H$ saTtiAftig quan giiia hi^n t^ng nh6 nhSTt 0„'i78 0.'i42 0 614 0 396 0 493 0 .'i91 l),.S20 0 664
khdch hang dang su" dung djch vu cua cac nhd mang lai 3 tinh, thdnh phd' la Ddng Thdp, TP. Cin Thd va Bac Lieu. Kd't qua thu ve 437 bang. Trong sd'cdc bdng cau hoi thu ve cd 44 bang khdng dat ydu cau ve chat Iffdng tra Idi, ndn bi loai. VI vdy, mau thffe id' con lai 393 bang cau hoi hffu dung dffdc sff dung eho phan tich dff lieu eua nghidn crfu. Khao sdt dffdc thffc hien trong nam20i9. Dff lieu dffdc dffa vao phan mem SPSS 20.0 dd' xff ly (Bdi viet sd dung cdch vie't sd thdp phdn theo chudn qudc ti').
Economy and Foreca.M Review
81
BANG 2: KET QUA EFA THANG DO cAC THAMH PHAN Bi^n
quansSt CNl CN2 CN?
CN4 CN5 CNfi CN7 CI.DVI CLDV2 CLDV3 CLDV4 CLDV5 CLDV6 KMl KM2 KM3 KM4 KM5 GCI GC2 GC3 GC4 CSKHI CSKH2 CSKH3 UTTHI UTTH2 UTTH3 GTGTI GTGT2 GTGT3 Eis;eiivaliie Phifffne sai Irich (%) Cronbach's AlDha
NMntfT 1
737 .727 .770 .794 .745 .709 .538
9 467 64 310 0.901 BANG 3; Hg SO JU N O I D U N G
CLDV GC CN GTGT CSKH KM UTTH SLC
CLDV 1 .308' 596' 423' .232' 493*
299"
.573' GC 308"
.335' 195' .428' .431' 155' .273'
2
.608 .587 .638 795 .753 759
2 692 58 260 0.S63 CfNGQ(
CN .596"'
335"' 1 .430"
274"
.520"
.248"
677"
3
.697 815 .710 681 .621
2 165 5 J 606 0S42 1AM Glfi
GTGT .423"
.195"
.430"
1 058 .394"
.319"
.421"
4
.807 726 .831 639
J.648 44.877 0816
5
.804 .783 .664
1.467 36 114 0 722
6
.762 .825 .738
1.312 25.812 0 737 A CAC THAMH P H A N CSKH
.232' 428' .274*
.058 1 .257'
.081 .224'
KM .493"
431"
520"
.394"
.257"
1 343"
459"
UTTH .299' .155' .248' .319' .081 .343' 1 .552'
7
667 .696 748 1-186 14.409 0.660
SLC .573"
-773"
.677"
.421"
.224"
.459"
.552"
1 (**) Tuang quan Pearson cd y nghTa thd'ng ke d mUc P < 0.01; n=393
Mguon- Tinh loan cua tac gia
KET QUA NGHIEN CLfU
Ket qua kid^m dinh he sdtin cay Crobach's Alpha cac thang do
Bang 1 cho tha'y, he sd Cronbach's Alpha cua ta't ca cde thang do deu ldn hdn 0.6, cdc he so' iffdng quan bid'n - tdng deu ldn hdn 0.3. Do do, ta't ca cdc thang do deu dffdc sff dung trong bffdc phan tich nhan td kham pha (EFA).
PhSn tieh EFA
Kd't qua phan lich EFA Irong Bang 2 cho thay, 31 bie'n quan sat trong 7 thdnh phan anh hffdng de'n sff lffa chpn nha cung ca'p dich vu mang dien thoai cua ngffdi tieu dung. He sd KMO = 0.892, ndn EFA phii hdp vdi
dfl lidu, thd'ng ke Chi-square cua kiem dinh Bartlett dat gia tri 5.942E3. vdi mffc y nghta 0.000. Dieu na> cho thay, cac bid'n quan sdt cd tffdng quan vdi nhau, xdt tren pham vi tdng the. Phffdng sai trich 64.31% thd' hien rang, 7 nhan to rut ra giai thich 64.31 ^r bie'n thidn cua dfl lidu, tai he sd Eigenvalue bdng 1.186 >
1. Cdc nhan td trich ra deu dat do tin cdy va dd gid tn. Do vdy. cdc ihang do nit ra Id chap nhan dffdc.
Ph3n tich tUrfng quan
Bang 3 cho tha'y, bid'n phu thudc cd md'i lien quan tuye'n tinh kha chdt chd d mffc y nghia a < 0.05 vdi 7 bien ddc lap, VI ta't ca cac he sd tffdng quan tuydt dd'i gifla cdc bie'n dao ddng Iff 0.058 den 0.677, tffc la thoa man dieu kien -1 <
r < +1. Do do, tat ca cdc bie'n deu dat ydu cau trong phan lich hdi quy tuye'n tinh boi. Dieu nay chffng minh rdng, gid tri phdn bidt da dat dffdc, hay ndi cdch khac, cdc thang do trong nghien ciJu nay da do lirdng dffdc cac khai niem nghien cliii khdc nhau. Ma tran iffdng quan cung cho tha'y, bid'n Cdng nghe cd tdc ddng manh nhd't ldn bie'n phu thudc Sff lffa chon. Ngffdc lai, bid'n Dich vu chdm sdc khdch hang cd tac ddng it nha't ldn bie'n phu thuoc Sff lffa chon.
Ph3n tich hdi quy
Kdt qua hdi quy luye'n tinh bdi (Bang 4) cho tha'y, he so' xac dinh R^ Id 0.635 vd R^ dieu chinh la 0.628, nghTa la md hinh da giai thich dffdc 62.8% sff bie'n thidn cua bid'n phu thudc sff lffa chpn nhd cung ed'p dich vu cua ngffdi tieu dung dd'i vdi cdc bid'n trong md hinh; con lai 37.2% Id do cdc bie'n ngoai md hinh tdc dpng.
Bang 5 cho tha'y, tri sd thdng kd F dat gia in 95.625 dffdc tinh tff gia tri R^ = 0.635 ciia md Hnh day du, tai mffe y nghia Sig.
= 0.000; kie'm tra hien tffdng tffdng quan bdng he so' Durbin - Watson (1< 1.719 <
3). Nhff vdy, md hinh hdi quy tuyen tinh bdi phu hdp vdi dff Hdu nghien cffu.
Ket qua Bang 6 cho tha'y, chi cd 3 nhan td la: Cdng nghe (CN); Uy tin - thirdng hidu (UTTH); Chd't lffdng djch vu (CLDV) trong md hinh cd lu'dng quan vdi nhau d mffc y nghia Sig. < 0,05 vd tffdng quan thudn chieu vdi su" lua ehpn nha cung cap dich vu cua ngirdi tidu dung.
Con 4 nhan td: Gia cffdc - J n p(,i (GC);
Dich vu gid tri gia tdng iC^lGT); Chdni sdc khdch hang (CSKH) n..,ve'n mai (KM) deu cd Sig. > 0.05. n^ ,|g ^6'^
nghia thdng kd.
82
Do dd, phffdng t t i n h h o i q u y dd'i v d i cac bie'n cd h e s d c h u a n h d a c o d a n g :
Su lua chon = 0.169*CLDV + 0.47b*CN + 0.378* UTTH
K^T LUAN VA KIEN NGH!
Ket qua n g h i d n ciiXi c h o tha'y, cd 3 nhan to', g d m : C d n g n g h d ; U y tin - thffdng hidu; Cha't Iffdng d i c h vu t a c ddng dd'n sff lffa c h p n n h a c u n g ca'p dich vu mang dien t h o a i di d d n g c u a Idiach hing tai khu vffc D d n g b a n g s d n g Cffu Long. T r o n g d d , n h a n t d C o n g n g h d cd 3nh hffdng ldn nha't. T r e n c d sd kd't q u a nghidn cffu, tdc gia d e xua't m p t s d n h o m giai phdp sau:
Nhdm gidi phdp gia tdng cong nghe.
Cdc doanh n g h i d p n e n d p d u n g c d c c d n g nghe mdi, nhifng giai p h a p m d i g i u p td'i ifti hda cac h e thd'ng m a n g di d g n g va cd' dinh trong v i e c c u n g ca'p c d c d i c h vu npi dung sd'vd v i d e o m d t c d c h n h a n h c h d n g , hieu qua. Hd thd'ng m a n g m d i c h o di ddng dffdc Ihie't ke' p h a i d a p ffng nhffng ky vpng va thdi q u e n sff d u n g d a n g Ihay doi v6 cung n h a n h c h d n g c u a ngifdi SIJ"
dung, d6ng thdi g i a m t h i e u chi p h i d a u tffvd nang c a o hidu q u a k i n h d o a n h . C d c nha khai thac di d p n g n d n t r i e n k h a i c o n g nghd 4G va tie'n ldi la 5 G dd' d d p ffng n h u cau cua ngffdi lidu d u n g n g a y c a n g t a n g . Nhom gidi phdp gia tdng uy tin - Ihtdfng hifu, T d n g cffdng h e thd'ng n h a n dien thffdng hidu m a n g de'n cho khdch hdng nhiJhg gia Iri c a m n h a n ca vd ly tinh lan cdm tinh, g a y r a c h o k h d c h h a n g
MS hinh 1
BAMG 4 R .797-
R=
.635
: MO HiNH HOI QUY DA BIEN DAY DG R^di^u chinh j Sai so udc iifffng
.628 .55640 Durbin Watson
1.719
BANG 5: KET QGA P H A N TICH PHtfdNG SAI Mfihuih
1 Hoi quy SodiT Tong
T^ng c^c dO l^ch tnnh phiAAig 207.227 119-189 326.416 df
7 385 392
Binh qiiSn d^ l^h 29.604 .310
F 95 625
SiR.
000^
M6 hinh
I
BANG 6: KET QUA PHAN TICH HOI QGY BQI NhSn teC
iHiinszso, CT.DV GC CN GTGT CSKH KM UTTH
chifa chu^n hod B -.592
.213 -.009 .524 .038 .032 -.020 .403
Sai so ch[i£n 193 .052 .042 .047 .043 .036 .053 ,036
cho^n hod Beta
.169 -.008 .470 033 ,031 -,015 .378
t -3.06!
4.128 -.219 11.270 .894 .880 -.372 11.210
,no?
.000 .827 .000 ,372 ,379 .710 .000
Thfl'ng k6 cOne tuy^n Dung sai
.568 699 .545 7!7 ,786 .580 .833
VIF 1.759 1 430 1.X36 1 395 1 272 1,725 1.200 INguon Tinh loan c tdm ly m o n g mud'n dffdc sd hffu sdn p h a m , dffdc trdi n g h i e m dich vu m a n g thffdng hieu cua d o a n h n g h i e p dd.
D i e u n a y gdp p h a n gia tang gia iri, ldi thd'canh tranh cua d o a n h n g h i e p .
Nhom gidi phdp gia tdng chd't liidng dich vvi. Vide chua'n h o a ca'u true tich h d p dich vu va cdc g i a o thffc trao ddi s d lidu trdn m a n g , d a m b d o y d u c a u ddc trffng lffu Iffdng sd' lieu dirdc trao d d i va chuye'n tid'p cila tffng ffng d u n g cu t h e , s e la d i e u k i e n tidn quyd't c h o sff tffdng thich c u a c a c thie't bi va c d c g i a i p h a p ky thuat dffdc c u n g c a p n g a y c d n g p h o n g p h u trdn thi t r f f d n g . •
T A I L I ^ U T H A M K H A O
1. Vu Huy T h d n g ( 2 0 1 0 ) . Gido irinh Hdnh vi ngUdi tiiu dung, N x b D a i hpc Kinh te' Qud'c d a n 2. Philip K o t l e r ( 2 0 0 8 ) . Marketing essentials. N x b L a o d d n g va Xa hdi
3. Hd Linh ( 2 0 2 0 ) . Vt sao 3 "dng ldn" Viettel. VinaPhone. MobiFone chiem de'n 96.2% thi phdn viin thong?, truy c a p tff h t t p s : / / a n n i n h t h u d o , v n / k i n h - d o a n h / v i - s a o - 3 - o n g - l o n - v i e t t e l - v i n a p h o n e - m o b i f o n e - c h i e m - d e n - 9 6 2 - t h J - p h a n - v i e n - l h o n g / 8 3 9 0 7 6 . a n l d
4. Arun K u m a r T a r o f d e r a n d A h a s a n u l H a q u e ( 2 0 0 7 ) . E x p l o r i n g Critical F a c t o r s for S u p p l i e r Selection in T e l e c o m m u n i c a t i o n I n d u s t r y in M a l a y s i a , Asian Journal of Marketing, 1(1), 1-13
5. Debra A n n G r a c e , a n d A r o n O ' C a s s ( 2 0 0 4 ) . E x a m i n i n g s e r v i c e e x p e r i e n c e s a n d post- consumption e v a l u a t i o n s . Journal of Services Marketing, 18(6)
6. Ellen D a y , a n d H i r a m C. B a r k s d a l e ( 2 0 0 3 ) . S e l e c t i n g a p r o f e s s i o n a l s e r v i c e p r o v i d e r from the short list. Journal of Business & Industrial Marketing. 18(6/7), 5 6 4 - 5 7 9
7. J a m e s F. D e v l i n ( 2 0 0 2 ) . A n a n a l y s i s of c h o i c e criteria in t h e h o m e l o a n s m a r k e t . International Journal of Bank Marketing, 2 0 ( 5 ) , 2 1 2 - 2 2 6
8. N u n n a l l y , J., a n d B e r s t e i n , i. H. ( 1 9 9 4 ) . Pscbychometric theory. Third Edition. N e w Y o r k . McGraw-Hill
9. Willis, T., P o h l k a m p , P . , a n d C. H u s t o n ( 1 9 9 3 ) . E v a l u a t i o n m e a s u r e s of j u s t - i n - t i m e s u p p l i e r performance. Production and Inventory Management Journal. 3 4 ( 2 ) . 1-5
Economy and Furt-casi Review
