KINH TE 39
u:^
CAC NHAN TO ANH HlTCTNG DEN ^ ^ ^ ^ ^ MlTC DO HAI LONG CIIA KHACH HANG
DOI y(n DICH VU TU* V A N - M 6 I Gidi B A T D Q N G SAN
ThS. Nguyen Quoc Nghi' Nguyen Thi Bdo Chdu' Trdn Thi Diem Can' Nguyen Thi Binh Phuang'
TOM T A T
Muc tieu ciia nghien cieu ndy nhdm xac dinh cdc nhdn to dnh hu&ng din miec do hdi long cita khdch hdng doi v&i dich vu tu vdn-moi gi&i bdt dong sdn (DVTVMGBDS) tgi Tp. Cdn Thcr. So lieu ciia nghien cuu ducrc thu thap tir 188 khdch hdng dd ticng sie difing D VTVMGBDS tren dia bdn thdnh pho. Cdc phucmg phdp kiem dinh thang do.
phdn tich nhdn to khdm phd (EFA), mdhinh hoi qui tuyen tinh da bien dug^c sie dung tmng nghien cuu. Kit qud nghiin cieu dd xde dinh cdc nhdn to dnh hu&ng den mirc do hdi long ciia khdch hdng doi v&i DVTVMGBDS Id su tin cdy, khd ndng ddp ieng, phucmg tien hieu hinh, gi&i tinh vd dg tuoi ciia khdch hdng. Trong do, nhdn to su tin cay co dnh hu&ng mgnh nhdt den miec dg hai long cua khdch hdng.
Ttr khoa: Muc dp hai long, dich vu tu van - mdi gidi, bat dpng sin.
ABSTRACT
This study aims at determining the factors affecting the customer's satisfaction for consulting services-intermadiation and immovables in the CanTho city. The data of study was collected from 188 customers whom have used the services in CanTho city. The analytical methods used in this study included scale test, exploratory factor analysis (EFA) and linear multiple regression model. Research results have identified the factors affecting the customer's satisfaction for consulting services ~ intermediation and
immovables are the trust, ability to adapt visible media, gender and age ofthe customer In particular, the trust factor is influential to the degree of customer's satisfaction.
Ke>'words: Satisfaction, consulting ser\'ices - intermediation, immovables.
I. D^kT VAN DE tu nhien de hoat ddng mua ban, trao ddi c i n Tho li thanh phd true thuoc ^^<^c diin ra sudn se cin co si^ hien di?n Trung U*cmg Vila trung tam kinh td, thucmg cua nha trung gian Iam ciu ndi. Tu xuit mai djch vu cua toan vung DBSCL. Do phit diera do ma dich vu tu vin-mdi gioi do, thi tnrcmg bit ddng sin tai Cin Tho bat ddng sin (DVTVMGBDS) da phat khi sdi d0ng, d^c bi^t la nhu ciu nha 6 dd trien nhanh nhu vu bao. Khi thu nhip ciia thi khi cao. Dieu nay thu hut lugmg Ion nguoi dan ngay cang tang thi nhu ciu doi cac nha diu tu bat dpng sin. Mpt quy lugt voi nha a cang tra nen tat yeu, vi su ky
40 TAP CHI KHOA HOC TRUONS BAI HQC M 6 TRHCM - SO 5 (28) 2012 vpng ve chit lugng DVTVMGBDS cang
cao hon. ddi hdi cic DVTVMGBDS phii khdng ngimg nang cao chat lugng djch vu eung ling nhim thu hiit khich hing, ning cao hifu qui hoat dgng kinh doanh. Tuy nhien, ttong thdi gian gin diy. mdt sd vin di phit sinh tir cic DVTVMGBDS cin die bift quan tam, dd la: trinh dp chuyen mdn ciia nha tu vin, dao diic eiia nha mdi gidi. chat lugng thdng tin,... dieu niy da lim cho khich hang chua man ma vdi cic DVTVMGBDS, Tir thyc ti tten, vin di cip thiet li cin nghien cim "Cdc nhdn to dnh hudng muc do hdi long ciia khdch hdng doi vai DVTVMGBDS a Tp. Cdn Tha" At lim cg sd khoa hgc ho ttg cho lanh dao cic don vj cung cip DVTVMGBDS nghien cihl, xay dyng cic giai phip cii lien chit lugng dich vu cung ling, ning cao gii tri khich hang.
2. ca SO LY THUYET VA M 6 HiNH NGHIEN ClTU
Su hii ldng cua khich hang li sy mong dpi trudc vi sau khi mua mdt sin phim hay djch vu (Oliver, 1997). Khi di cap den khii niem sy hai ldng, Bachelet (1995) cho ring sy hai ldng ciia khich hang nhu mdt phin ung mang tinh cam xiic cda khach hing dip lai vdi kinh nghifm cda hg vdi mdt sin pham hay mdt dich vu.
Theo Zeithaml and Bittier (2000), sy hai ldng ciia khich hing la sy dinh gii cua khach hang ve mdt sin pham hay mot djeh vu da dap iing dugc nhu ciu vi mong dgi cua hg. Sy hii ldng hoac sy that vpng cua mdt ngudi bat ngudn tir sy so sinh cam nhan vdi mong dgi ve chit lugng mdt sin pham hoic mdt djch vu nio dd (Kotler, 2001). Sy hii Idng ciia khaeh hang la dinh gii ciia khich hang ve mdt sin phim hay dich vy di dip img dugc nhiing nhu ciu vi mong dgi eua md hinh nim thinh phan servqual di dugc su dyng rfng rii (Asubonleng et al.,1996: Buttle, 1996;
Robinson, 1999). Theo Parasuraman, ZeiUiaml, Berry (1991), cd 5 nhan Id inh
hudng den sy hii long cua khich hing: (1) Dp tin efy (Reliability), (2) Mirc dp dip ling (Responsiveness). (3) Su dim bao (Assurance). (4) Su eim thdng(Empathy), (5) Phuong tifn hiru hinh (Tangible). Susan
& Theron (1994) da xie dinh phuong tifn huu hinh vi sy chuyen nghifp cda nhan vien tac ddng den sy hii ldng cda khieh hang ddi vdi DVTVMGBDS. Theo Graham &. Sue (2005), cic nhan td inh hudng den su hii long cua khich hing ddi vdi DVTVMGBDS la kha ning ban hing, kien thiic thj ttudng, khi nang am hieu nhu ciu khich hang va sy dim bio.
Thdng qua luge khao cic tii lieu nghien eiiu vi tham vin chuySn gia, ben canh dd, tic gia sii dung phuong phip diao luin nhdm (nghien cuu djnh tinh) vdi 10 khich hingdatimg sii dung DVTVMGBDS de xic djnh 24 tieu chi dugc cho li cd anh hudng dSn mirc do hii long ciia khich hang (hinh 1). Theo Parasuraman, Zeithaml, Berry (1985), Luck vi Laton (2000), cic thang do cua bien quan sit sii dung thang do likert (5 mirc dp) dugc lya chpn cho phii hgp de liin hinh phan tich nhan Id kham phi (EFA).
Md hinh xic djnh cic nhan Id anh hudng din mirc dd hii ldng cua khach hing ddi vdi DVTVMGBDS dugc thiit lap nhu sau:
Sy hii ldng (SAT) = f (REL. RES.
ASS, EMP TAN)
Trong do: SAT Id bien phu thugc vd REL, RES ASS EMP TAN Id cdc biin dgc lap.
Vlfc dinh lugng cac nhan to inh hudng den muc dp hai ldng cua khich hang ddi vdi DVTVMGBDS gdm 3 budc: (1) Budc 1:
Sii dung he sd tin cay Cronbach's Alpha di kiim dinh mire dp chit che va sy Uiong quan giira cac bien quan sat trong md hinh nghien cihl. (2) Budc 2: Sd dung phan tich nhan td khim phi (EFA) di kiim djnh cac nhan to anh hudng vi nhin dien cic nhan
KINHTE 41 td diroc cho la p h i hgp vol muc dp hai
long. (3) Buoc 3: Su dung md hinh hdi qui luyen linh de phin tich muc dp inh humig ciia cac bien ddc lap den m u c dp hai Idng ciia kliach hang, ddng ihdi x i c dinh mijc dp tic dpng ciia timg bidn nghien ciiu va dam b i o cd y nghTa thdng ke.
Sd lieu cua nghien cuu dupc thu thip bing cich phong van true tiep c i c khich hang da timg su dung DVTVMGBDS theo phuomg phap thuin ti?n. Hi?n nay, theo nhieu nha nghien cuu, kich thuac m l u c i n g Ion cing tdt (Nguydn, 2011). Hair & ctg (2006) cho rang dd su dung phan tich nhin
td kham pha (EFA), kich thuoc mau tdi thieu phai la 50. tdt hon la 100 va ti le quan sit'bien do ludmg la 5:1, nghia la 1 bien do ludng c i n tdi thieu 5 quan sit (Nguyen, 2011). Cu the, trong md hinh nghien cuu dupc nhom nghien cuu de xuit co 24 bien quan s i t cd did dupc su dung Irong phan tfch nhan td k h i m p h i . Do dd,, sd miu tdi thieu can thiet cua nghien ciiu l i 24 x 5
= 120 mau. Thuc te, nhom tac gia da tien hanh dieu tra 188 khich h i n g trong khoang thoi gian tir 10/2011 den 11 /2011. Nhu \ ay.
sd lieu dupc thu thap dam b i o thuc hien tdt md hinh nghien cuu.
Hmh I. Mo hinh nghien cihi de xuit
2. D i p u-ng (RES); 5 bien q u a n sat (RESl) Thai dp sin sang phye vu;
(RES2) Nhiel tinh tro giiip kliich hang ve thii tuc; (RBS3) Gid md cua thuin tien cho khich hang; (RES4) Thdi gian giao dich nhanh; (RES5) Nhan vien khdng bao gio qui b^n den ndi khong d i p ung yeu ciu cua anlv'chi.
3. S ^ bao dam (ASS): 4 bi£ii quan sat (ASSl) An loin khi giao dich;
(ASS2) Cd Ihii dd phuc vu tan tinh, chu d i o lao su yen tam cho khich hang; (ASS3) Nhan vien cd kien thiic chuyen mdn cao, chuyen nghiep khi tu vin khich hing; (ASS4) Dung hen vdfi khich hang.
5. Phirong tien hiru hinh (TAN): 5 bien quan sat
(TANl) Tru sd. trang thiet bi ciia cdng ty hien dai, h i p dan: (TAN2) Trang phuc nhan vien thanh lich, gpn ging; {TAN3) Vj tri thuin tien;
(TAN4) Cung c i p sich anh v i nudc udng cho khach hang khi giao dich;
(TANS) Trarig bi bing bidu ve phi, le phf theo qui dinh.
1. Tin cSy ( R E L ) : 6 bi6n q u a n s i t ( R E L l ) Phi giao dich hpp ly; (REL2) Thdng tin trujen dat ding tin tudng;
(REL3) Cdng ty Iudn thuc hidn tdt nhihig gi da hua vdi anh/chi: (REL4) Cdng t\' lira y khdng de ra sai sdt nao:
(REL5) Van de an toin, an ninh ciia cdng t>' tdt; (REL6) Nhan vien ludn nghiem tiic trong gio l i m viec.
Sur hai long (SAT): 3 bien q n a n sat (SATl) Hai long ve q u i trinh giao dich; (SAT2) C i c phuang tien hiru hinh dep, hien dai; (SAT3) Hai Idng ve chat iupng phuc \'u.
4. Cam thong (EMP): 4 bien quao sat (EMP 1) Nhan vien phuc vu nhiet tinh.
ldn trpng v i than thien: (EMP2) Ludn quan tim tdfi nhirng mong mudn ciia khach hing: (EMP3) Quan tim den khd khan ciia khach hang; (EMP4) Hieu biet ve k h i c h hang.
42 TAP CHl KHOA HQC TRLldNG DAI HQC M d TP.HCM - SO 6 (28) 2012 3. KET QUA NGHIEN ClTU VA
THAO LUAN
De kiim djnh md hinh nghien ciiu va xac djnh cic nhan Id anh hudng den muc do hai ldng cua khich hing ddi vdi DVTVMGBDS, nhdm nghien ciiu su dung phin mim SPSS 16.0 de ho tro phan tich, ket qui thuc hien md hinh nghien ciiu nhu sau:
Btrde 1; Kilm dinh thang do Kiem djnh dd tin cay cua thang do (kiem djnh Cronbach Alpha) miic
dp hii Idng cua khich hing ddi vdi DVTVMGBDS vdi 24 biin thude 5 nhin td. He sd Cronbach alpha dat 0,96 trong khoing tii 0,8 den 1,0 chiing td thang do nay tdt. Neu xet he sd tuong quan nhan to vdi bien tdng thi khdng cd biin bj loai vi tat ci deu ed gii tri > 0,3 (Nunnally, 1978; Peterson, 1994; Slater, 1995), vi thi 24 bien quan sit deu phu hgp dl tien hanh phin tich nhan td khim phi tiep theo.
Bang 1; Ket qua danh gia d$ tin c^y ciia thang do sau kh! loai bien
NhSn to RELl REL2 REL3 REL4 REL5 REL6 RESl RES2 RES3 RES4 RES5 ASSl ASS2 ASS3 ASS4 EMPl EMP2 EMP3 EMP4
Trung binh thang do niu nhin lo bi to^i
85,1633 84,7959 84,7857 85,0306 85,1122 85,4082 85,0510 84,8163 85,3061 85,2755 85,3469 84,9286 84,9898 85,0714 85,1122 85,1020 84,9082 85,3265 85,2959
Phinmg sai thang do niu nhan.to bi loai
375,458 378,432 378,356 380,669 376,183 379,399 370,131 376,420 372,050 373,212 ./374,951 372,356 1 372,464 1 371,428
\ 371,544
\ 365,680 375,569 370>;^
377,551
Tinmg quan .nhan
0,641 0,691 0,733 0,647 0,680 0,714 0,775 0,762 0,797 0,745 0,727 0,723 0,842 0,766 0,807 0,836 0,751 0,753 0,667
He s6 Cronbach^s Alpha niu nhan t6
bi loai 0,964 0,964 0,963 0,964 0,964 0,964 0,963 0,963 0,963 0,963 0,963 0,964 0,962 0,963 0,963 0,962 0,963 0,963 0,964
KINHTH 43 TANl
TAN2 TAN3 TAN4 TANS
85.4184 85.4184 85.3673 85.2449 85,4388
378.390 388.720 378.482 379.094 379.238
0,684 0.575 0.693 0.617 0.628
0.964 0.965 0.964 0.964 0.964 .\gudn: Kit qua kiem dinh Croniiach Alpha tic.w lieu dieu tra. nam 201]
Birdc 2: Phan rich nhan td kham phi djnh tinh thich hop cua md hinh (0.5 <
Kit qua phan tich nhan td khim phi KMO = 0,910 < I); (3) Kiim djnh Bartlett sau 03 vdng vdi cic kiem djnh duoc dam ve tuong quan cua cac bien quan sit (Sig.
bio nhu sau: (I) Do lin cay cua cic bien = 0,00 < 0,05); (4) Kiem djnh phuong sai quan sit (Factor loading > 0.5): (2) Kiim cdng ddn = 70,8% > 50%.
Bang 2: Ma Iran nhan to sau khi xoay
Cic bien quan sat (RES3) Gid md ciia thuin tien (RES4) Thdi gian giao dich nhanh
(RES5) Nhan vien khdng bao gid qui ban den ndi khdng dip ling yeu ciu
(RMP2) Ludn quan tam den nhung mong mudn cua khich hing
(TANS) Trang bj bang bieu ve phi. le phi theo qui djnh (REL2) Thdng tin truyen dat ding tin ludng tREL4) Cdng ty luu y khdng dd xiy ra sai sdt nao (RRL6) Nhan vien ludn nghiem tuc trong gid lam vice (RESl) Thai dd sin sang phuc vu
(ASS3) Nhan vicn cd kicnilhue chuyen mdn cao.
chuyen nghiep khi tu van ', (HMP4) Hieu biet ve khach liang (ASSl) An toan khi giao djch '-,
(TAN 1) Try sd, trang thiit bj cdng tj^hi4u.dai. hipjian- (TAN2) Trang phue nhan vien thanh Ijch, gon gang (TAN3) Vj tri thuan lien
Nhan to FI
0,692 0.815 0,742 0.823 0,598
F2 1 F3
0,744 0,729 0.634 0,558 0,700 0,664
0.603 0,853 0,847 0.658
•> tLA» i:..i. ^L.
TAP CHi KHOA HOC TRUONG BAI HQC M 6 TP.HCM - SO 5 (28) 2012 Kit qua phan tich nhin Id hinh thanh
3 nhan to mdi. Cu thi, nhan toF, gdm 5 bien tuong quan chat che vdi nhau la: (RES3) Gid md ciia thuan tien; (I^S4) Thdi gian giao dich nhanh; (RES5) Nhan vien khdng bao gid qui ban den ndi khdng dip ling yeu ciu; (EMP2) Ludn quan tim tdi nliiing mong mudn ciia khach hang; (TANS) Trang bj bang bieu ve phi. le phi theo qui dinh. Nhan td F, cd dac diem chung ve sir dap ling nhu cau eiia khich hang nen nhan Id nay duoc xem la "Khd ndng ddp irag"
(dat la X| trong phan lich hdi qui tuyen tinh). Nhan td F^ gdra 6 biin tuong quan chit che. dd la: (REL2) Thdng tin truyin dat ding tin tudng; (REL4) Cdng ly luu y khdng de xay ra sai sdt nao; (REL6) Nhan vien ludn nghiem liic uong gid lim viec;
(RESl) Thai do sin sang phuc vu; (ASS3) Nhan vien cd kien thiic ehuyen mdn cao, chuyen nghiep khi lu van; (EMP4) Hieu biet vi khich hang. Nhan td nay the hien su quan tam cua khich hang ddi vdi su tin
cay cua djch vu nen nhan to F, duoc xem la 'Stttin cfy- (dat la X^). Tuong tu, nhan Id FJ gdm 4 biin luong quan ch^l che vdi nhau, bao gom: (ASSl) An toin khi giao djch; (TANl) Tru sd, uang thiit bi cdng ty hifn dai. hip din; (TAN2) Trang phuc nhan vien thanh Ijch. gpn gang; (TAN3) Vj tri thuan tien, Nhan Id nay the hien sir quan lim ciia khach hang ddi vdi phuang lien hiiu hinh ciia dich vu, vi the nhan td F, dupc xem la "Phuvng ti^n hd'u hinh "
(dat la XJ).
Nhu vay, md hinh nghien ciiu dupc hieu chinh nhu sau (hinh 2). Trong md hinh nay, tac gia them vao cic nhan Id thude ve ca nhin khach hang, bao gdm: Gidi linh (X4), Dp tudi (XS) va Trinh dp hoc vin ( X 6 ) de ting kha ning giai Ihich cua md hinh nghien euu ddi vdi miic dp hai Idng ciia khach hing, bdi that su cic nhan td thupC ve ban than khich hang ciing chi phdi it nhieu den miic dp hai long ciia hp (Kotler, 2001).
Kinh 2: Mo hinh nghien ciru hieu chinh Khi ning dip dng (XI)
Sutin cay (X2)
Phuang tien huu hinh (X3)
1
1 Mirc do hai long (SAT)
''
Bien kiem soit;
X4; Gidi tinh XS: Op tudi X6: Trinh do hoc vin
^AT-^^JJ X|, X,, XJ X, Xj^X,) Vdi SATla bien phu thuoc, SAT dupc'
djnh lupng bang cich tinh diem ttung binh cda ba biin quan sat Ihupc nhan Id nay.
Cic bien X,, X,, X, duac djnh lupng bing tinh diera Uung binh cua cic bien quan sal thupe nhan td dd. Cic bien thude ve nhan to ca nhan bao gdm: Gidi linh (X4), Dd tudi (XS) va Trinh dp hpe van (X6).
^ Budc 3: Phan rich hoi qui tuyin rinh X C) budc nay. lic gia phin tich 2 md hinh hdi qui^ tuyen tinh. trong dd md hinh 1 sii dung 3 Bii^Xl, X2, X3 dupc rut ra lir phin lich nhan td khim phi va md hinh 2 sd dung them cac bien X4, X5, X6 di dinh gii sir tic dpng eua cic bien Ihudc nhin td ci nhin anh hudng din miic dp hai Idng ciia khich hang.
KINHTE
Bang 3: K€t qua pban tfch hoi quy tuyen tinh
Mo binb I Mo hinh 2 Nhan t^ | He so B | VIF
tji .: 0.258 1
" = " « ' ° ° (1,306) X^: Kha nang dip rnig
Xy Sir tin cay XJ; Phirong tien hihi hinh
0 J 1 7 - (4.544) 0,438'"
(5,554) 0,202'"
(2,788) 2,438
Nhin to Hang so a X,; Kha niiiig dap ting 2,691 X.: Sir tin cay 2,202
R= dfiu chinh , 77,6%
He so Sig.F 1 0,000 X^; Phuong tien hun hinh X^: Gidi dnh XJ; Do tudi X^: Trinh do hoc van R-dieu chfnh H? so Sig.F
H c s o B -0,022 (-0,043) 0,348""
(5,071) 0,499"' (6,512) 0,192'"
(2,790) 0,152' (1,733) -0.015"' (-3,201) 0.034 (1,048)
VIF
:
2,622 2,825 2,220 1,091 1,363 1,039 79,8%
0,000
Nguon. Kel qud phdn tich bOi iiuitieso lieu diiu tra, nam 2011 Ghi chii. *.' Mitcyfighta 10%: **. Mucy ngltui 5%: ***; Mm: y nghTa 1%:
Ket qui phan tich hdi qui 2 md hinh cho Ihiy, he sd R^ hieu chinh ciia md hinh 2 (79,8%) Idn han md hinh 1 (77,6%), dieu nay chiing td kha nang giai thich su bien thidn ve muc do hai long cua md hinh 2 tot hon. He sd Sig.F = 0,00 cua 2 md hinh deu nhd hon rat nhieu so vdi miic y nghia a = 5% nen 2 md hinh hdi quy deu cd y nghTa. He sd Durbin-Watson cua 2 md hinh trong khoang tir 1,98 din 2,02,
(X2), phuang lien hiiu hinh (X3) deu cdy nghTa d miic 1%, ddng thdi cic bien nay deu luang quan thuan vdi muc dp hai Idng cua khich hang, hay ndi .cich khic, neu khi nang dip irng cua DVTVMGBDS tot hon. DVTVMGBDS tao dupc sir tin ciy til' phia khich hang va phuong lien hiiu hinh ciia DVTVMGBDS hip din hon, bat mat hon, hifn dai hon se lim cho muc dp hai Idng ciia khich hang cao dieu nay chiing td 2 md hinh khdng cd JHSiTTrong cSTiar-md hinh, thi nhin td hi?n tucmg lu tuomg quan (Hoang v i Cbtf', su lin cay (X2) diu cd he sd tic ddng ldn 2008). Ben canh dd, dp phdng dai phiiong han cic nhan td kha nang dip ung (X,) sai (VIF) ciia cic bien trong 2 JBd htoh
nhd hon nhieu so vdi 10 nen^ta kit luan md hinh khdng cd hien t u ^ g da cpng tuyin (Mai. 2008). /
Ket qui phin lich ccm chl ra, cic nhin id kha ning dip iing (X,), sir tin cay
va phuang tien hiiu hinh (X3), dieu nay chiing td sir tin cay inh hudng manh den muc dp hai Idng cua khach hing. Vi thuc ti, khich hang ludn mong mudn va dat niim tin vio djch vu chat lupng, uy tin, dp tin cjy cap, dac biet li trpng ITnh vuc
46 TAP CHi KHOA HQC TRJONG OAi HQC M d TP.HCM - SO 5 (28) 2012 BDS nhieu nil ro. Ben cjinh dd, heu xet
den cac bien thude ve nhan td ca nhan, thi cd 2 uong 3 bien dua vao md hinh 2 cd y nghTa thdng ke, dd la bien gidi tinh (X4) vi bien dp tudi (XS). Ket qua nghien ciiu cho thiy, ddi vdi DVTVMGBDS khich hing nii hai Idng vdi DVTVMGBDS hon khach hang nam, dieu niy cang khang djnh Ihem ly thuyet cua Diane F. Halpem (2000) vi su khic nhau khi danh gii mdt van de ciia mdi gidi tinh. Ddi vdi bien dp tudi cua khich hang (X,), nghien ciiu cho thay nhiing khich hang cd dp tudi cang cao se cd mirc dp hai ldng thap hon so vdi khich hang tre tudi, vi thuc le tudi tac gan lien vdi kinh ngbiem sdng, sir trii nghiam. Su hieu biet ciia khich hing ddi vdi dich vu cang nhieu thi khach hang se cing ddi hdi cao han vi chit lupng dich vu nhan dupc.
4.K£TLI;AN
Nhin chung, kit qua nghien ciiu da dat dupe muc lieu de ra li xic djnh cac nhan td inh hudng din mirc dp hai long cua khach hing ddi vdi DVTVMGBDS d Tp.
Can Tha. Ket qui nghien cim di chi ra cac nhan td tie ddng den mirc dp hii long cua khach hang ddi vdi DVTVMGBDS la kha nang dap iing, sir lin cay, phuomg tien hiiu hinh, gidi tinh khich hang, dp tudi khich hang. Nhan td cd anh hudng m^nh nhat den miic dp hii ldng cua khich hang la sir lin cay. Ket qua nghien ciju nay phil hpp vdi thuc tien va cac nghien ciiu cua Susan & Therpn (1994), Graham & Sue (2005), day li co sd khoa hoc giiip cho lanh dao cic DVTVMGBDS nghien citu, hoach djnh chien lupc nang cao chat lupng djch vu, lim thda man sir ky vpng ciia khich hang ddi vdi DVTVMGBDS.
TAI Ll£U THAM KHAO
1. Chu Nguyen Mdng Ngpc, Hpang Trpng (2008), "Phan tich du lieu nghien citu vdi SPSS", NXB Thdng ke.
2. Diane F. Halpem (2000), "Sex differences in Cognitive abilities", California State University, San Bemardino.
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