Luan Van Thac Si - Do Duy Nhat

i Hc Quc Gia Tp.
H Ch Minh
TRNG I HC BCH KHOA
--------------------
DUY NHT
NH GI NH HNG CA CHT LNG DCH V

LN S THA MN CA KHCH HNG
TI VIT NAM AIRLINES
Chuyn ngnh :
M s ngnh
QUN TR KINH DOANH

:
12.00.00
LUN VN THC S
TP. H CH MINH, thng 06 nm2008
CNG TRNH C HON THNH TI

TRNG I HC BCH KHOA
I HC QUC GIA TP H CH MINH
Cn b hng dn khoa hc : PGS.TS Bi Nguyn Hng
Cn b chm nhn xt 1 : GS.TS H c Hng
Cn b chm nhn xt 2 : GVC.TS Nguyn Thy Qunh Loan
Lun vn thc s c bo v ti HI NG CHM BO V LUN VN

THC S TRNG I HC BCH KHOA, ngy 03 thng 08 nm 2008
Ch tch hi ng: TS V Vn Huy
I HC QUC GIA TP. HCM

TRNG I HC BCH KHOA
----------------
CNG HO X HI CH NGHI VIT NAM

c Lp - T Do - Hnh Phc
---oOo--Tp. HCM, ngy . . . . . thng . . . . . nm . . .
NHIM V LUN VN THC S

H v tn hc vin: Duy Nht
Gii tnh : Nam
Ngy, thng, nm sinh : 01/05/1980
Ni sinh : Tha Thin Hu
Chuyn ngnh : . Qun tr kinh doanh

Kho (Nm trng tuyn) : 2006
1- TN TI:
NH GI S NH HNG CA CHT LNG DCH V
LN S THA MN CA KHCH HNG TI VIT NAM AIRLINES.
2- NHIM V LUN VN:

1. Kim nh hai m hnh o lng SERVPERF v Airline Industry.
2. Kim nh m hnh l thuyt.
3. So snh hai m hnh SERVPERF v Airline Industry.
3- NGY GIAO NHIM V :
21/01/2008
4- NGY HON THNH NHIM V :
30/06/2008
5- H V TN CN B HNG DN:
PGS.TS Bi Nguyn Hng
Ni dung v cng Lun vn thc s c Hi ng Chuyn Ngnh thng qua.
CN B HNG DN
(H tn v ch k)
CH NHIM B MN
QUN L CHUYN NGNH
(H tn v ch k)
Lun vn thc s
Qun tr kinh doanh
LI CM N
Kt qu t c ca lun vn ngoi n lc ca tc gi cn l kt qu ca s
gip ca cc thy, c, gia nh, bn b v ng nghip. Tc gi chn thnh cm
n PGS.TS Bi Nguyn Hng khoa Qun L Cng Nghip HBK TPHCM c
nhng hng dn v gi quan trng v mt ni dung v phng php. Cm n
NCS Trn Th Kim Loan c nhng gp thit thc trong qu trnh phn tch d
liu, cm n cc thy, c khoa Qun l cng nghip HBK TPHCM nhit tnh
gip trong 2 nm qua. Cm n ba, m, ch v em thng xuyn quan tm
ng vin. Chn thnh cm n cc ng nghip ang cng tc ti cng ty Jetstar
Pacific to iu kin gip trong sut qu trnh lun vn ny c thc hin.
Cm n cc anh ch hc vin MBA K17 khoa Qun l cng nghip c nhng
kin ng gp qu bu cho lun vn ny i n trang cui cng. Cm n nhng li
chia s v ng vin ca nhng ngi bn trong sut thi gian qua.
TPHCM thng 6 nm 2008

Duy Nht
Hc vin cao hc
Khoa Qun L Cng Nghip
HBK TPHCM
HV: Duy Nht
GVHD:PGS.TS Bi Nguyn Hng
Lun vn thc s
ii
Qun tr kinh doanh
TM TT
Mc tiu ca nghin cu ny l (1) kim nh hai m hnh o lng cht
lng dch v SERVPER Cronin & Taylor (1992) v Airline Industry ca Gourdin
& Kloppenborg (1993), (2) nh gi s nh hng ca cht lng dch v ln mc
tha mn v lng trung thnh ca khch hng ti th trng hng khng Vit
Nam m c th l khch hng ca Vit Nam Airline, (3) so snh hai m hnh
SERVPERF v Airline Industry. Nghin cu c tin hnh qua hai bc s b v
chnh thc. Nghin cu chnh thc s dng phng php phn tch m hnh cu trc
SEM thng qua phn mm AMOS 5.0 vi s lng mu l 420. Kt qu cho thy,
m hnh SERVPERF bao gm 4 thnh phn (1) S chuyn nghip; (2) Nhn vin;
(3) ng cm v (4) Hu hnh. M hnh Airline Industry cng bao gm 4 thnh
phn (1) Hnh l, (2) n b, (3) Nng lc hng, (4) Tin nghi. Cc thang o t
yu cu v tin cy v gi tr.
Kt qu kim nh SEM cho thy c hai m hnh nghin cu u ph hp vi d
liu th trng v cc gi thuyt cng c chp nhn. C th, cht lng dch v l
yu t quan trng nh hng ln n mc tha mn ca khch hng. V Cht
lng dch v c o lng theo m hnh SERVPERF, c mc gii thch ln s
tha mn ca khch hng cao hn so vi cht lng dch v c o lng theo m
hnh Airline Industry.
Cc kt qu ca nghin cu gip cc nh qun tr hiu bit r hn v cc thnh phn
ca cht lng dch v hng khng Vit Nam, ng thi kt qu cng mang li
nhng thng tin hu ch cho cc nh qun tr ca Vit Nam Airline.
C th nhn ra cc hn ch ca nghin cu l: tnh i din cha cao do mu c
ly thun tin v khng t c mt t l hp l. Ngoi ra, nh gi ca khch
hng c th b nhiu bi s nh hng ca nhng ln bay trc . Tuy vy, kt
qu nghin cu cng gp phn b sung nht nh cho cc c s l thuyt v cht
lng dch v hng khng v ngnh nghin cu tip th, vn cha c nghin cu
nhiu Vit Nam.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
iii
ABSTRACT
The primary objectives of this paper are: (1) Testing two service quality
measurement models: SERVPERF (Cronin & Taylor, 1992) and Airline Industry
(Gourdin & Kloppenborg, 1993), (2) evaluate the influence of service quality to
customer satisfaction and customer loyalty by an empirical study at Viet Nam
Airlines. This study was conducted two step: pilot study and main study. Main
study was used Structural equation modeling (SEM) method throught AMOS 5.0
software to analysis data with 420 respondents.
The results indicated that, the SERVPERF model comprises 4 components: (1)
Professional, (2) Staff, (3) Empathy, (4) Tangible. And Airline Industry model
comprises 4 component as well: (1) Baggage handling, (2) Bumping Procedure, (3)
Airline Capacity, (4) In-flight Comfortable. Measurement models meet the
reliability and validation requirement.
The result of SEM analysis indicated that, two theory models was fit well with
market data and hypothesis was accepted. It means that, service quality is the
importance factor which impacts on the customer satisfaction. And service quality
was measured by SERVPERF model account for customer satisfaction variation
better than servcice quality was measured by Airline Industry model.
The results also bring to the Viet Nam Air Travel managers some detail information
about Domestic Air Travel service quality and its components.
HV: Duy Nht
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MC LC
CHNG 1 ............................................................................................................1
TNG QUAN .........................................................................................................1
1.1 Gii thiu ..........................................................................................................1
1.2 Hnh thnh ti ...............................................................................................3
1.3 Mc tiu nghin cu v phm vi nghin cu......................................................4
1.3.1 Mc tiu .........................................................................................................4
1.3.2 Phm vi nghin cu ........................................................................................4
1.4 ngha thc tin ti......................................................................................5
1.5 Kt cu bo co lun vn ...................................................................................6
CHNG 2 ............................................................................................................7
C S L THUYT V M HNH NGHIN CU.............................................7
2.1 Gii thiu ..........................................................................................................7
2.2 C s l thuyt ..................................................................................................7
2.2.1 Dch v...........................................................................................................7
2.2.2 Cht lng dch v .........................................................................................8
2.2.3 o lng cht lng dch v...........................................................................9
2.2.4 S tha mn ca khch hng.........................................................................12
2.2.5 Mi quan h gia cht lng dch v v s tha mn ca khch hng...........13
2.2.6 Lng trung thnh. (Customer Loyalty) .......................................................... 14
l.2.7 Mi quan h gia cht lng dch v, s tha mn v lng trung thnh.........15
2.3 Mt s nghin cu trc v dch v hng khng.............................................17
2.3.1 Thang o SERVQUAL v SERVPERF ........................................................17
HV: Duy Nht
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2.3.2 Thang o Airline Industry.............................................................................18

2.4 M hnh nghin cu v cc gi thuyt.............................................................. 20
2.4.1 M hnh nghin cu......................................................................................20
2.4.1 Gi thit ca m hnh....................................................................................22
CHNG 3 ..........................................................................................................23
PHNG PHP NGHIN CU..........................................................................23
3.1 Gii thiu ........................................................................................................23
3.2 Thit k nghin cu .........................................................................................23
3.2.1. Phng php nghin cu .............................................................................23
3.2.2. Qui trnh nghin cu ....................................................................................24
3.3. Thang o ........................................................................................................26
3.3.1 Thang o SERVPERF ..................................................................................26
3.3.1.1 Thnh phn hu hnh .................................................................................27
3.3.1.2 Thnh phn Tin cy ...................................................................................27
3.3.1.3 Thnh phn p ng...................................................................................27
3.3.1.4 Thnh phn nng lc phc v ....................................................................27
3.3.1.5 Thnh phn ng cm................................................................................28
3.3.2. Thang o Airline Industry............................................................................29
3.3.3 Thang o s tha mn...................................................................................31
3.3.4 Thang o lng trung thnh ca khch hng ...................................................31
3.4 Thit k bng cu hi v thu thp thng tin......................................................31
3.5 Mu v thng tin mu ......................................................................................32
3.5.1 Mu ..............................................................................................................32
HV: Duy Nht
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3.5.2 Thng tin mu .............................................................................................. 33

CHNG 4 ..........................................................................................................36
PHN TCH D LIU V GII THCH KT QU...........................................36
4.1 Gii thiu ........................................................................................................36
4.2 nh gi s b thang o ..................................................................................36
4.2.1 Thang o SERVPERF ..................................................................................37
4.2.1.1 tin cy ca thang o..............................................................................40
4.2.1.2 Phn tch nhn t .......................................................................................40
4.2.2 Thang o Airline Industry (AIB)...................................................................42
4.2.2.1 tin cy thang o....................................................................................44
4.2.2.2 Phn tch EFA thang o AIB......................................................................44
4.2.3.1 nh gi tin cy v phn tch EFA........................................................46
4.3 Kim nh thang o bng CFA ........................................................................47
4.3.1 Thang o SERVPERF ..................................................................................48
4.3.2 Thang o Airline Industry (AIB)...................................................................52
4.3.3 Thang o s tha mn...................................................................................55
4.3.4 Kim nh gi tr phn bit gia cc khi nim nghin cu ........................... 56
4.3.5 iu chnh m hnh nghin cu ....................................................................59
4.4 Kim nh m hnh nghin cu........................................................................59
4.4.1 Kim nh m hnh nghin cu (thang o SERVPERF) ................................ 59
4.4.1.1 Phn tch kt qu t m hnh nghin cu (SERVPERF)............................. 61
4.4.1.2 Kim nh gi thuyt (thang o SERVPERF).............................................64
4.4.2 Kim nh m hnh nghin cu (thang o AIB) ............................................65
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4.4.2.1 Phn tch kt qu t m hnh nghin cu (thang o AIB) ........................... 67

4.4.2.2 Kim nh gi thit (thang o AIB)............................................................ 70
4.4.3 Kt qu kim nh gi thuyt v lin h thc t.............................................70
4.5 So snh hai m hnh.........................................................................................71
CHNG 5 ..........................................................................................................73
NGHA V KT LUN ...................................................................................73
5.1 Gii thiu ........................................................................................................73
5.2 Kt qu chnh v ng gp ca nghin cu......................................................74
5.3 Hn ch ca nghin cu v hng nghin cu tip theo...................................77
Ti liu tham kho................................................................................................. 79
L LCH TRCH NGANG ......................................................................................i
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viii
DANH MC HNH
Hnh 2.1 M hnh nm khong cch ca Parasuraman ....................................................... 9
Hnh 2.2 Cc thnh phn ca thang o SERVPERF......................................................... 12
Hnh 2.3 Mi quan h gia cht lng dch v v s hi lng.......................................... 14
Hnh 2.4 Mi quan h gia cht lng dch v-s tha mn-lng trung ........................... 17
Hnh 2.5 Cc thnh phn ca thang o Airline Industry................................................... 19
Hnh 2.6 M hnh l thuyt: Thang o SERVPERF ......................................................... 21
Hnh 2.7 M hnh l thuyt: Thang o Airline Industry ................................................... 21
Hnh 3. 1 Qui trnh nghin cu ........................................................................................ 25
Hnh 4.1 Kt qu CFA thang o SERVPERF .................................................................. 50
Hnh 4.2 M hnh SERVPERF (hiu chnh)..................................................................... 51
Hnh 4.3 Kt qu CFA thang o AIB............................................................................... 53
Hnh 4. 4 M hnh Airlines Industry Base hiu chnh....................................................... 55
Hnh 4. 5 Kt qu CFA ca thang o S tha mn (chun ha)........................................ 55
Hnh 4. 5 M hnh nghin cu hiu chnh ........................................................................ 59
Hnh 4. 7 Kt qu SEM ca m hnh l thuyt (SERVPERF) .......................................... 60
Hnh 4. 8 Kt qu SEM ca m hnh l thuyt (AIB)....................................................... 66
HV: Duy Nht
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ix
DANH MC BNG
Bng 3. 1 Tin thc hin cc nghin cu..................................................................... 24
Bng 3. 2 Thang o SERVPERF ..................................................................................... 28
Bng 3. 3 Thang o Airlines Industry based .................................................................... 30
Bng 3. 4 Thang o s tha mn...................................................................................... 31
Bng 3. 5 Thang o lng trung thnh............................................................................... 31
Bng 3. 6 T l gii tnh ca mu ................................................................................... 33
Bng 3. 7 T l v tui ca mu................................................................................. 34
Bng 3. 8 T l v thu nhp ca mu .............................................................................. 34
Bng 3. 9 S ln i my bay trong nm .......................................................................... 34
Bng 3. 10 T l v tuyn bay ca mu........................................................................... 35
Bng 4. 1 Kt qu phn tch EFA thang o SERVPERF (cha hiu chnh) ...................... 37
Bng 4. 2 Kt qu EFA thang o SERVPERF sau khi hiu chnh .................................... 41
Bng 4. 3 Kt qu EFA thang o AIB cha hiu chnh .................................................... 42
Bng 4. 4 Kt qu EFA thang o AIB.............................................................................. 45
Bng 4. 5 Kt qu phn tch EFA thang o S tha mn.................................................. 46
Bng 4. 6 Kt qu kim nh gi tr phn bit gia cc thnh phn thang o SERVPERF 49
Bng 4. 7 Bng tm tt kt qu kim nh thang o ......................................................... 51
Bng 4. 8 Kt qu kim nh gi tr phn bit gia cc thnh phn thang o AIB............. 54
Bng 4. 9 Bng tm tt kt qu kim nh thang o AIB ................................................. 54
Bng 4. 10 Bng tm tt kt qu kim nh thang o S tha mn................................... 56
Bng 4. 11 Cc gi tr kim nh ..................................................................................... 56
Bng 4. 12 Kt qu kim nh gi tr phn bit gia hai khi nim................................... 57
Bng 4. 13 Cc gi tr kim nh ..................................................................................... 57
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Bng 4. 14 Kt qu kim nh gi tr phn bit gia hai khi nim................................... 57

Bng 4. 15 Kt qu kim nh mi quan h nhn qu gia hai khi nim ......................... 61
Bng 4. 16 H s ti ca cc thnh phn thang o SERVPERF........................................ 61
Bng 4. 17 Thnh phn Nng lc Hng (CAP) ................................................................ 62
Bng 4. 18 Thnh phn nhn vin.................................................................................... 63
Bng 4. 19 Thnh phn EMP........................................................................................... 63
Bng 4. 20 Thnh phn Hu hnh (TAN)......................................................................... 64
Bng 4. 21 Kt qu kim nh mi quan h nhn qu gia hai khi nim (m hnh AIB) . 65
Bng 4. 22 Trng s cc thnh phn thang o AIB .......................................................... 67
Bng 4. 23 Thnh phn Nng lc hng (CAP) ................................................................. 67
Bng 4. 24 Thnh phn tin nghi (COM)......................................................................... 68
Bng 4. 25 Thnh phn Hnh l (BAG)........................................................................... 69
Bng 4. 26 Thnh phn n b (BUM) ........................................................................... 69
Bng 4. 27 So snh cc ch tiu nh gi ca hai m hnh................................................ 72
HV: Duy Nht
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CHNG 1
TNG QUAN
1.1 Gii thiu

Giao thng vn ti ni chung cng nh ngnh Hng khng dn dng ni ring
c vai tr quan trng trong nn kinh t ca mi quc gia v s pht trin ca nn
kinh t ton cu. Hng nm c khong 2 t hnh khch di chuyn trn cc chuyn
bay. Dch v vn chuyn hng khng ang to ra khong 450 t USD doanh thu
hng nm v theo d bo ca IATA (International Airlines Transportation
Association), con s ny vo nm 2008 vo khong 490 t USD.
i vi ngnh Hng khng dn dng Vit Nam, sau 50 nm hot ng c nhng
bc pht trin c bn, gp phn to ln vo vic pht trin kinh t x hi.
Trong vi nm tr li y, khi nn kinh t ca t nc pht trin, nhu cu i li vn
chuyn hng ha ngy cng tng cao. Tuy nhin, theo s liu t Tng cc thng k,
s khch hng ni a vn chuyn trong nm 2007 l khong 6 triu lt, so vi 85
triu dn s Vit Nam th r rng y l mt th trng cn rt tim nng. Cng
theo s liu t tng cc thng k th tc tng trng ca ngnh trong vi nm tr
li y t 15%, nm 2007 t 20% v theo cc chuyn gia th mc tng trng tip
tc mc cao vo nhng nm ti.
Th trng Hng Khng ni a Vit Nam thc s si ng k t khi Th tng
Chnh ph k Quyt nh chuyn ton b 86,5% c phn ca Pacific Airlines t
Tng cng ty Hng khng Vit Nam (VNA) cho B Ti chnh - m c th l tng
cng ty u t v kinh doanh vn nh nc (State Capital Investment Corporation
SCIC) - thay mt Nh nc qun l.
Ngy 27/04/2007, SCIC chnh thc k hp ng bn 30% c phn Pacific Airline
(tr gi khong 50 triu USD) cho i tc chin luc l Hng hng khng quc gia
Australia, Quantas. Vi s kin ny Pacific Airlines c thm tim lc v tp trung
HV: Duy Nht
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cnh tranh mnh m hn vi Vit Nam Airlines trn mng ng bay H Ni-Tp
HCM- Nng.
Theo qui nh mi ca lut hng khng sa i nm 2006, th hng hng khng
c thnh lp theo php lut v doanh nghip, v b qui nh u tin pht trin
hng hng khng quc gia, thc hin chnh sch i x bnh ng gia cc hng
hng khng ca Vit Nam. Vi nhng qui nh mi ny, lut hng khng dn dng
c th ha chnh sch cho php mi thnh phn kinh t tham gia kinh doanh vn
ti hng khng.
iu ny to iu kin thun li cho s ra i ca hai hng hng khng t nhn vo
cui nm 2007 l VietJet v Air Speed up. D tnh, hai hng ny s khai thc th
trng ni a vo cui nm 2008. V cn mt s hng ang ch cp php tham
gia khai thc th trng Vit Nam nh Phu Quoc Air, Sai Gon Air v.v
thi im hin ti, tuy th phn ca VietNam Airlines (85%) cao hn nhiu so vi
Pacific Airlines (15%) th trng ni a, nhng s cnh tranh cng xy ra
mnh m trn nhng tuyn bay chnh l H Ni-TP HCM- Nng. Vi s kin
thay i thng hiu Pacific Airline thnh Jetstar Pacific ngy 23/05/08, mt lot
cc chng trnh siu khuyn mi vi gi siu r trn cc tuyn bay c Jetstar
Pacific tung ra. Bn cnh Jetstar Pacific cn a ra cc chin lc mi v gi v
qun b rm r thng hiu ca Jetstar bng qung co, cc chng trnh quan h
cng chng v.v. p li Vit Nam Airline cng tung ra chng trnh gi v mi,
cc chng trnh khuyn mi.
R rng c s cnh tranh mnh m gia hai hng ginh ly th phn th
trng trong nc. Kt qu, khch hng l nhng ngi c hng li. Nhng nu
ng t gc doanh nghip th cnh tranh v gi l khng c li cho cc doanh
nghip tham gia, thm ch gy thit hi ln nhau.
HV: Duy Nht
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1.2 Hnh thnh ti

Trong cuc kho st mt s lng ln khch hng nm 2005 ca c quan
nghin cu hng khng th gii Skytrax, th Vit Nam Airline ch hn c ng
23 hng khc v cht lng dch v, trong s c ngn hng bay trn th gii. V vn
dm chn ti ch vi cht lung dch v trung bnh sut my nm nay. iu ny
cho thy cht lng dch v- tha mn khch hng cha c cc hng trong nc
quan tm mt cch ng mc.
Trong qun l cht lng hin i, trit l hng n khch hng ang ng vai tr
ch o. Mt trong nhng yu t quyt nh cho s tn ti v pht trin ca mt
doanh nghip l s tha mn ca khch hng v cht lng sn phm-dch v mnh
cung ng. Cht lng ny phi c nh gi bi chnh khch hng ch khng phi
bi doanh nghip. Do , to s tha mn cho khch hng, cc hng hng khng
trong nc phi khng ngng o lng v ci tin cht lng dch v gi chn
khch hng c v thu ht thm khch hng mi.
Th nhng, o lng cht lng dch v hng khng nh th no? Trc ht, o
lng cht lng dch v l iu khng d dng. c nhiu nh nghin cu a ra
cc cch tip cn v thang o khc nhau cho khi nim ny. Parasuraman & ctg
(1988, 1991, 1993) l nhng nh nghin cu tip th tin phong trong lnh vc ny,
nh ngha cht lng dch v nh khong cch gia cht lng k vng v cht
lng cm nhn ca khch hng. Tc gi gii thiu thang o a hng
SERVQUAL vi 5 thnh phn o lng cht lng dch v. T SERVQUAL,
Cronin & Taylor (1992) ngh thang o SERVPERF, o lng cht lng dch
v t chnh kt qu cm nhn thay v khong cch gia cm nhn v k vng (Seth,
N., Deshmukh, S.G., and Vrat, P., 2004).
Cc thang o ny cng c s dng trong mt s nghin cu v cht lng dch
v hng khng cc nc trn th gii nh M, Hn Quc, PhpNi chung, kt
qu cc nghin cu ny khng nh tin cy v gi tr cc thang o trn. Ngoi ra,
Kent Gourdin (1993), qua kho st th trng hng khng M a ra m hnh
HV: Duy Nht
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thang o Airline Industry vi 5 thnh phn. M hnh ny sau c Cunningham

v cng s (2002, 2006) kim nh li ti th trng M v Hn Quc, kt qu cho
thy thang o t c gi tr v tin cy.
Tuy nhin, chng ta khng nn ng dng cc kt qu sn cc nc khc m
cn phi tin hnh iu chnh v nghin cu lp li cc m hnh ny cho ph hp
vi c im vn ha v trnh pht trin kinh t Vit Nam.
1.3 Mc tiu nghin cu v phm vi nghin cu
1.3.1 Mc tiu
Vi cc phn tch v trnh by trn, ta thy rng vic o lng v nh gi
s nh hng ca cht lng dch v ln mc tha mn v lng trung thnh ca
khch hng iu c ch v cn thit cho cc hng hng khng Vit Nam, m i
din l Vit Nam Airline. Vit Nam Airline l hng hng khng quc gia, chim
n 85% th phn trong nc, thi gian gn y phi chu sc p cnh tranh t
Jetstar Pacific.
Do , mc tiu nghin cu t ra l:
(1) Kim nh thang o SERVPERF v thang o Airline Industry (AIB)
trong o lng cht lng dch v hng khng ti Vit Nam Airline.
(2) Kim nh m hnh l thuyt gia cht lng dch v-S tha mn v
lng trung thnh ca khch hng.
(3) So snh hai m hnh SERVPERF v AIB.
1.3.2 Phm vi nghin cu
Phm vi nghin cu gii hn th trng hng khng ni a Vit Nam.
i tng nghin cu l khch hng ngi Vit Nam tng bay vi Vit Nam
Airlines trong vng 12 thng qua. Nhng khch hng ny c kho st ti phng
ch trc lc ln my bay.
HV: Duy Nht
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1.4 ngha thc tin ti

Kt qu mang li ca ti s mang li nhng ngha thit thc sau:
Mt l, nghin cu ny gp phn kim nh li tin cy ca cc thang o lng
cht lng dch v hng khng ti th trng Vit Nam.
Hai l, o lng v nh gi s nh hng ca cht lng dch v ln s tha mn
v lng trung thnh ca khch hng, gip cho ban qun tr cng ty hiu r hn cc
thnh phn ca cht lng dch v hng khng, v mc nh hng ca n ln s
tha mn v lng trung thnh nh th no, t c nhng chnh sch hp l v
thit thc nng cao cht lng dch v lm tha mn khch hng v tng bc duy
tr lng trung thnh ca h.
Ba l, kt qu cng l ti liu tham kho cho cc c quan chc nng trong vic a
ra nhng tiu ch, nhng chnh sch nhm bo v quyn li ca khch hng trong
tng lai.
Bn l, kt qu ca nghin cu khng ch gip cho dch v hng khng m cn lm
c s cho cc nghin cu tng t i vi cc loi hnh dch v khc ti Vit Nam
nh ngn hng, chm sc sc khe, siu th. Nghin cu ny cng s b sung nh
mt ti liu tham kho v cht lung dch v, gp mt phn c s l lun cho cc
nh nghin cu ti Vit Nam trong cc nghin cu tip theo lnh vc ny.
Nm l, nghin cu ny c th lm ti liu tham kho v phng php nghin cu
khng nhng cho ngnh tip th v qun tr ni ring m c cc ngnh khoa hc x
hi khc, c bit l phng php dng m hnh cu trc tuyn tnh (SEM) kim
nh thang o v m hnh nghin cu. y l mt trong nhng phng php hin
i, kh phc tp nhng l mt trong nhng phng php t tin cy cao nht
hin nay trong nghin cu nh lng.
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1.5 Kt cu bo co lun vn
Bo co nghin cu ny c chia thnh nm chng v phn ph lc.
Chng 1 gii thiu tng quan v d n nghin cu, l do hnh thnh ti, mc
tiu nghin cu, phm vi nghin cu v ngha mang li ca ti ny. Chng 2
trnh by c s l thuyt v cht lng dch v, phng php o lng v cng tm
tt li mt s nghin cu v cht lng dch v hng khng trn th gii t
hnh thnh nn m hnh nghin cu. Chng 3 trnh by v phng php v qui
trnh nghin cu. Chng 4 l phn trnh by v qui trnh phn tch v kt qu
nghin cu nh lng kim nh thang o, m hnh v cc gi thuyt ra.
Chng ny cng a ra mt s hm (theo sau nhng kt qu phn tch) cho nh
qun tr. Chng 5 tm tt nhng kt qu chnh ca nghin cu, cc ng gp cng
nh cc hn ch ca nghin cu v mt s nh hng cho nghin cu tip theo.
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CHNG 2
C S L THUYT V M HNH NGHIN CU
2.1 Gii thiu

Chng mt trnh by tng quan v ni dung nghin cu bao gm ton cnh
v th trng hng khng Vit Nam, s hnh thnh ti, mc tiu, phm vi nghin
cu v ngha ca lun vn. Chng 2 ny nhm h thng li c s l thuyt ca
cht lng dch v v tm tt li mt s nghin cu trc v cht lng dch v
ngnh hng khng, t cc m hnh nghin cu c a ra. Chng ny gm
cc phn chnh sau: C s l thuyt v dch v v o lng cht lng dch v; mi
quan h gia cht lng dch v, s tha mn khch hng v lng trung thnh ca
h. Chng ny cng bao gm cc nghin cu trc v cht lng dch v hng
khng v m hnh nghin cu cng c a ra trong chng ny.
2.2 C s l thuyt
2.2.1 Dch v
C nhiu nh ngha v dch v ca cc tc gi khc nhau, c th ly mt s v d
nh sau:
Theo Jay Heizer v Barry Render (2006) th dch v l cc hot ng ca nn kinh
t nhm to ra nhng sn phm c trng v hnh. (v d nh: gio dc, gii tr,
phng cho thu, chnh ph, ti chnh v dch v chm sc sc khe).
Dch v (service) l mt hot ng hay mt li ch m bn ny cng hin cho bn
kia, m v c bn, n v hnh v khng dn n s s hu bt k th g. (Philip
Kotler, 2004).
Cn theo Bi Nguyn Hng (2004) th dch v l mt hot ng nh hng ti tt
c mi mt trong cuc sng ca chng ta. Ngay t lc mi cho i, chng ta
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phi nh cy vo cc dch v y t, tip theo l dch v gio dc, dch v bn l v

nhiu dch v khc.
Mt cch khc l, Dch v l mt qu trnh gm cc hot ng hu i v cc hot
ng pha trc, ni m khch hng v nh cung cp dch v tng tc vi nhau.
Mc ch ca vic tng tc ny l nhm tha mn nhu cu v mong mun ca
khch hng theo cch m khch hng mong i, cng nh to ra gi tr cho khch
hng. (Bi Nguyn Hng, 2004).
L thuyt v marketing dch v cho rng, dch v bao gm ba c im c bn l:
tnh v hnh, tnh khng ng nht, v tnh khng th tch ly.
2.2.2 Cht lng dch v
Khc vi cc sn phm hu hnh, c th s, ngi, nhn hoc nm c. Dch
v l sn phm v hnh, chng khng ng nht v cng khng th tch ly c,
nn vic nh gi cht lng dch v khng phi l mt cng vic d dng. Nhiu
cun sch v cht lng dch v thng gp kh khn khi xc nh hay nh ngha
cht lng dch v.
Cc nh nghin cu c gng nh ngha cht lng dch v nh sau:
Cht lng dch v phi c nh gi trn hai kha cnh, (1) qu trnh cung cp
dch v v (2) kt qu ca dch v (Nguyn Huy Phong, 2007; dn theo Lehtinen &
ctg, 1982).
Cht lng dch v gm hai kha cnh l cht lng k thut v cht lng chc
nng. Cht lng k thut lin quan n nhng g c phc v v cht lng chc
nng ni ln chng c phc v nh th no (Seth, N., Deshmukh, S.G., and Vrat,
P., 2004; dn theo Gronroos ,1984).
Cht lng dch v nh l s khc nhau gia k vng v cm nhn dch v nhn
c ca khch hng. (Seth, N., Deshmukh, S.G., and Vrat, P., 2004; dn theo
Parasuraman, 1988).
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Theo Bi Nguyn Hng (2004) th cht lng dch v l nhng g m khch hng
cm nhn c.Mi khch hng thng cm nhn khc nhau v cht lng v do
vic tham gia ca khch hng trong vic pht trin v nh gi cht lng dch
v l rt quan trng. Trong lnh vc dch v, cht lng l mt hm ca ca nhn
thc khch hng. Ni cch khc, cht lng dch v c xc nh da vo nhn
thc, hay cm nhn ca khch hng lin quan n nhu cu c nhn ca h.
2.2.3 o lng cht lng dch v
Parasuraman & ctg (1985, 1988,1991) l nhng ngi tin phong trong nghin
cu cht lng dch v trong ngnh tip th mt cch c th v chi tit. Nhng nh
nghin cu ny a ra m hnh nm khong cch cht lng dch v v b thang o
SERVQUAL.
Dch v mong i
K. cch loi 5
Khch
hng
K. cch lai 1.
Nh cung
cp dch
v
Dch v nhn c
K. cch loi 4
Cung cp dch v (Trc
v sau cung cp dch v)
Thng bo
cho khch
hng
K. cch loi 3
Din gii nhn thc
thnh cc c tnh cht
lng dch v
K. cch loi 2
Nhn thc ca qun l v
mong i ca khch
hng.
Hnh 2.1 M hnh nm khong cch ca Parasuraman
(Ngun: Bi Nguyn Hng, 2004)
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10
Vi m hnh nm khong cch, Parasuraman & ctg (1985) cho rng cht lng dch
v l hm s ca khong cch th nm. Khong cch th nm ny ph thuc vo
cc khong cch trc , ngha l cc khong cch 1, 2, 3 v 4. V th, rt ngn
khong cch th nm, hay lm tng cht lng dch v, nh qun tr dch v phi n
lc rt ngn cc khong cch ny (Bi Nguyn Hng, 2004).
M hnh SERVQUAL ca Parasuraman & ctg (1985) cho chng ta mt bc tranh
tng th v cht lng dch v. Tuy nhin, m hnh ny mang tnh cht khi nim
nhiu hn. Cc gi thuyt trong m hnh cn hng lot nghin cu kim nh.
Mt trong nhng nghin cu ny, v cng l quan trng nht, l o lng cht
lng ca dch v c cm nhn bi khch hng. Do cn u tin phi khi
nim ha cc thnh phn ca cht lng dch v cm nhn bi khch hng c th
thit k mt thang o lng n. Qua nhiu ln kim nh m hnh, Parasuraman
(1988) i n kt lun l, cht lng dch v bao gm 5 thnh phn c bn:
1. Tin cy (reliability): th hin qua kh nng thc hin dch v ph hp v
ng thi hn ngay t ln u tin.
2. p ng (responsiveness):th hin qua s mong mun v sn sng ca
nhn vin phc v cung cp dch v kp thi cho khch hng.
3. Nng lc phc v (assurance): th hin qua trnh chuyn mn v cung
cch phc v lch s, nim n vi khch hng.
4. ng cm (empathy): th hin s quan tm chm sc n tng c nhn
khch hng.
5. Phng tin hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca
nhn vin phc v, cc trang thit b phc v cho dch v.
(Ngun: James A. Fitzsimmons & Mona J. Fitzsimmons, 2001)
B thang o SERVQUAL nhm o lng s cm nhn dch v thng qua nm
hng cht lng dch v c nh ngha nh trn l mt b thang o gm 2 phn,
mi phn gm 22 pht biu: phn u nhm xc nh k vng ca khch hng i
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vi dch v ca doanh nghip, phn th hai nhm xc nh nhng cm nhn ca

khch hng i vi s thc hin ca doanh nghip. Kt qu nghin cu c dng
nhn ra cc khong cch trong s thc hin dch v ca doanh nghip trn nm
hng cht lng dch v, khong cch ny c xc nh nh sau:
SERVQUAL: Cht lng dch v = Mc cm nhn - gi tr k vng.
Da trn cc kim tra thc nghim vi b thang o v cc nghin cu l thuyt
khc nhau, Parasuraman v cng s khng nh rng SERVQUAL l dng c o
lng cht lng dch v tin cy v chnh. H cng khng nh rng b thang o c
th ng dng cho cc ng cnh dch v khc nhau, mc d c th cn phi din t
li v/ hoc lm tng thm vi pht biu (Seth, N., Deshmukh, S.G., and Vrat, P.,
2004).
Tuy nhin, nhiu nh nghin cu cng nhn mnh s nh hng c lp ca mc
cm nhn (perceptions) vo vic nh gi cht lng dch v v t vn vi
vic s dng m hnh khong cch lm c s cho vic nh gi cht lng dch v
v d nh Carman (1990); Bolton & Drew (1991a); Babakus & Boller (1992);
Cronin & Taylor (1992). (Nguyn Huy Phong, 2007).
Tht vy, khi xem xt li l thuyt v s tha mn ca khch hng v cht lng
dch v, Cronin v Taylor (1992) kt lun rng mc cm nhn ca khch hng
i vi s thc hin hin ti ca doanh nghip phn nh tt nht cht lng dch v
v k vng ca khch hng khng nm trong khi nim ny.
SERVPERF: Cht lng dch v = mc cm nhn
T nhng kt qu nghin cu thc nghim, Cronin v Taylor (1992) kt lun rng
thang o SERVPERF (ch c mc cm nhn) thc hin tt hn bt k cng c
o lng cht lng dch v no khc. (Cunningham, 2002).
S tt hn ca b thang o SERVPERF so vi b thang o SERVQUAL c
chng minh trong nhiu nghin cu ca cc tc gi nh McAlexander v cng s
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(1994); Hahm v cng s (1997); Avkiran ('BANKSERV') (1999) v gn y nht

l Lee v cng s (2000); Brady v cng s (2002). (Cunningham, 2002).
B thang o SERVPERF s dng 22 mc pht biu tng t nh SERVQUAL,
nhng ch o lng s cm nhn ca khch hng v s thc hin ca doanh nghip.
M hnh o lng cht lng dch v ca thang o SERVPERF c trnh by nh
di y.
SERVPERF
S tin cy
S p ng
Nng lc phc v
Cht lng
dch v
S ng cm
Phng tin hu hnh
Hnh 2.2 Cc thnh phn ca thang o SERVPERF
2.2.4 S tha mn ca khch hng

S tha mn l s phn ng ca ngi tiu dng i vi vic c p ng
nhng mong mun. (Nguyn Huy Phong, 2007; dn theo Oliver, 1997).
Theo Kotler (2004) th s tha mn l mc ca trng thi cm gic ca mt
ngi bt ngun t vic so snh kt qu thu c t sn phm (hay sn lng) vi
nhng k vng ca ngi .
Nh vy, mc tha mn l hm ca s khc bit gia kt qu nhn c v k
vng. Khch hng c th c cm nhn mt trong ba mc tha mn sau. Nu kt
qu thc hin km hn so vi k vng th khch hng s khng hi lng. Nu kt
qu thc hin tng xng vi k vng th khch hng s hi lng. Nu kt qu thc
t vt qu s mong i th khch hng rt hi lng, vui sng v thch th (Philip
Kotler, 2004).
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Th nhng nhng k vng ca ngi mua c hnh thnh nh th no? Chng

c hnh thnh trn c s kinh nghim mua sm trc kia ca ngi mua, t
nhng nhu cu c nhn h, nhng kin ca ngi thn, v nhng thng tin cng
ha hn ca ngi lm marketing v i th cnh tranh. hiu r cc yu t tc
ng n s tha mn ca khch hng m mnh ang phc v th cc nh marketing
phi tin hnh cc cuc nghin cu khch hng. (Philip Kotler, 2004).
2.2.5 Mi quan h gia cht lng dch v v s tha mn ca khch hng.
S tha mn ca khch hng v cht lng dch v l hai khi nim hon ton
phn bit nhng c quan h gn vi nhau. Cht lng dch v l khi nim khch
quan, mang tnh lng gi v nhn thc, trong khi , s hi lng l s kt hp ca
cc thnh phn ch quan, da vo cm gic v cm xc (Nguyn Thnh Long,
2006; dn theo Shemwell, 1998).
Sultan, F. and Simpson, M.C. (2000) cho rng s tha mn ca khch hng v cht
lng dch v l hai khi nim khc bit. Trong khi s tha mn khch hng l quan
im chung chung v b tc ng bi nhiu yu t nh: cht lng sn phm, cht
lng dch v, gi c, yu t tnh hung, yu t c nhn, th cht lng dch v ch
tp trung vo cc thnh phn c th ca dch v.
Parasuraman & ctg (1991) cho rng gia cht lng dch v v s tha mn ca
khch hng tn ti mt s khc bit v im khc bit c bn nht l vn nhn
qu. ng v mt s cng s ng h quan im s hi lng ca khch hng dn n
cht lng dch v. H cho rng cht lng dch v l s nh gi tng th di hn
trong khi s hi lng khc hng ch l s nh gi mt giao dch c th. (Sultan, F.
and Simpson, M.C., 2000).
Trong khi mt s nh nghin cu khc, vi kt qu nghin cu thc nghim ca
mnh cho rng, cht lng dch v l tin t ca s tha mn, nh hng n s
tha mn. Cronin and Taylor (1992), ch ra rng trong phn tch mi quan h nhn
qu gia s tha mn, cht lng dch v v xu hng mua lp li th, trong quan
h cht lng dch v s tha mn xu hng mua lp li, cc h s hi qui l
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c ngha, trong khi vi chiu ngc li: xu hng mua lp li s tha mn

cht lng dch v th cc h s hi qui khng c ngha. (Sultan, F. and
Simpson, M.C., 2000)
Bn cnh , mt s nh nghin cu gn y ch ra rng cc thnh phn cht lng
dch v gii thch cho s tha mn khch hng, nh Sultan, F. and Simpson, M.C.
(2000); Cunningham (2002); Prayag (2007) v.v
Do , gi thuyt c nu ra l:
H1: Cht lng dch v c nh hng dng ln s tha mn khch hng. Ngha l
khi cht lng dch v tng hay gim th s tha mn khch hng tng hay gim
theo.
Cht lng
dch v
H1 +
S
tha mn
Hnh 2.3 Mi quan h gia cht lng dch v v s hi lng
2.2.6 Lng trung thnh. (Customer Loyalty)

Lng trung thnh ca mt khch hng i vi mt thng hiu ni chung hay
mt thng hiu dch v ni ring, ni ln xu hng khch hng s dng thng
hiu v lp li hnh vi ny (Mai Trang & nh Th, 2007; dn theo Chaudhuri,
1999).
C 3 cch o lng lng trung thnh ca khch hng i vi thng hiu, o lng
theo hnh vi v o lng theo thi v o lng theo hung kt hp (Zins, 2001;
Dimitriades, 2006). o lng lng trung thnh theo hnh vi l o lng t l m
khch hng mua (so vi lng mua tng th ca h) i vi mt thng hiu no
, trong mt khong thi gian c th. Nh vy, lng trung thnh o lng theo
hng hnh vi c xc nh bi lng mua v vic mua lp li ca khch hng
trong qu kh. (Bei, L.T., Chiao, Y.C., 2006).
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Qun tr kinh doanh
Do , o lng lng trung thnh theo hnh vi khng o c lng trung thnh tht
s ca khch hng, m c bit l khi khch hng b p buc mua lp li (Zins,
2001). V th, nhiu hc gi nhn mnh tm quan trng o lng lng trung
thnh theo thi (Bei, L.T., Chiao, Y.C., 2006). Lng trung thnh theo hng thi
lm r hn hnh vi trung thnh ca khch hng, bng cch vch trn tinh thn,
cm xc v cu trc tri thc ca khch hng (Zins, 2001). Lng trung thnh theo
hng thi th hin qua cc hnh ng: h s cam kt s mua lp li thng hiu
v gii thiu thng hiu n khch hng khc (Dimitriades, 2006).
Lng trung thnh theo hng kt hp l kt hp lng trung thnh theo hng hnh
vi v theo hng thi .
i vi dch v Hng Khng, o lng lng trung thnh l mt vic rt kh
khn.Vic mua v thng xuyn, hay bay lp li vi mt hng khng ni ln c
rng khch hng l trung thnh. Bi v, trn mt s tuyn bay c s cnh tranh,
khch hng c nhiu la chn, trong khi mt vi ng bay l c quyn nn
vic chn la ca khch hng l khng th (Zins, 2001). Do , khi nim lng
trung thnh nghin cu ny c nh ngha l (1) xu hng mua lp li; (2)
word-of-mouth (gii thiu dch v n vi khch hng khc). C ngha l, khi
khch hng trung thnh vi mt dch v h s c xu hng mua lp li trong tng
lai v s gii thiu thng hiu ny n khch hng khc khi c hi.
l.2.7 Mi quan h gia cht lng dch v, s tha mn v lng trung thnh.
Trong mt nghin cu v lnh vc dch v bao gm: ngn hng, dch v v
sinh, thc n nhanh v.vCronin v Taylor (1992), cho thy rng s tha mn
khch hng c s nh hng n xu hng mua lp li trong cc ngnh dch v .
Tng t, Mc Alexander v cng s (1994), trong mt nghin cu v dch v chm
sc sc khe chng minh rng s tha mn khch hng v cht lng dch v c s
tc ng n xu hng mua lp li trong tng lai. (Cunningham & ctg, 2002).
Khi khch hng tha mn v cht lng dch v th s trung thnh vi thng hiu
dch v . Hay ni cch khc, kt qu ca s tha mn l lng trung thnh. Do ,
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Qun tr kinh doanh
khch hng cng c p ng mong mun ca h khi s dng dch v bao nhiu
th xc sut m khch hng s dng li v trung thnh vi thng hiu dch v
by nhiu (Consuegra, D. M., Molina, A., and Esteban, A., 2007).
Do mt gi thuyt na c nu ra l:
H2: S tha mn khch hng c nh hng dng ln lng trung thnh ca h.
Ngha l khi mc tha mn khch hng tng hay gim th lng trung thnh ca
h s tng hay gim theo.
C mt s nghin cu cho rng, cht lng dch v ch nh hng n lng trung
thnh khch hng thng qua s tha mn ca h v d nh Anderson and Sullivan
(1993); Gotlieb, Grewal, and Brown (1994 ). Tuy nhin mt s nghin cu khc cho
rng cht lng dch v nh hng trc tip n lng trung thnh ca khch hng
v d nh Bitner (1990); Boulding et al. (1993); Parasuraman, Zeithaml, and Berry,
(1988, 1991). (Dimitriades, Z.S, 2006).
Cronin v Taylor (1992) a ra gi thuyt rng cht lng dch v nh hng
dng ln xu hng hnh vi ca khch hng. V nghin cu thc nghim ca h
chng minh c gi thuyt ny l c ngha. Hay ni cch khc, cht lng dch
v nh hng trc tip ln lng trung thnh ca khch hng v nh hng gin tip
n lng trung thnh thng qua s tha mn ca khch hng. (Bei, L.T., Chiao,
Y.C., 2006).
Do , gi thuyt v mi quan h gia cht lng dch v v lng trung thnh ca
khch hng c nu ra l:
H3:Cht lng dch v nh hng dng ln lng trung thnh ca khch hng.
Ngha l khi cht lng dch v tng hay gim th lng trung thnh ca khch hng
s tng hay gim theo.
Vi 3 gi thuyt c nu ra trn, mi quan h gia cht lng dch v, s tha
mn khch hng v lng trung thnh ca khch hng c trnh by nh trong hnh
v di y.
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S
tha mn
H2 +
H1 +
Cht lng
dch v
H3 +
Lng trung
thnh
Hnh 2.4 Mi quan h gia cht lng dch v-s tha mn-lng trung
2.3 Mt s nghin cu trc v dch v hng khng

2.3.1 Thang o SERVQUAL v SERVPERF
Vic ng dng m hnh khong cch Gap o lng dch v hng khng
c thc hin vo nm 1991 do Fick & Ritchie; Gourdin & Kloppenborg (1991).
Fick and Ritche s dng thang o SERVQUAL o lng cht lng dch v cm
nhn cho nhiu ngnh dch v khc nhau, trong c ngnh hng khng. Tuy
nhin, kt qu phn tch cn s si, cha phn tch r nh hung cc thnh phn ca
SERVQUAL ln ton b cht lng dch v v s tha mn. (Law F.Cunningham
& ctg, 2002).
Sultan & C.Simpson (2000) s dng thang o SERVQUAL o lng cht
lng dch v cm nhn ca hai nhm khch hng Chu u v M. Kt qu
chng minh rng, c s khc nhau v cm nhn cht lung dch v hai nhm khc
hng. V nhm tc gi kt lun rng cht lung dch v cm nhn l khc nhau i
vi cc nhm khch hng cc quc gia khc nhau.
Tuy nhin, mt s nh nghin cu khng nh gi cao gi tr (validity) v tin
cy (reliability) ca thang o SERVQUAL. V h cng cho rng thang o
SERVQUAL gm 44 bin kho st, lng cu hi l qu di, d gy phin h cho
ngi tr li (Cunningham, 2002; dn theo Buttle, 1996). V th, (Carman, 1990;
Vandamme & Leunis, 1993) ngh dng thang o gm 22 bin o cm nhn
dch v l (Cunningham, 2002).
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Cronin v Taylor (1992) a ra kt lun rng thang o SERVPERF (ch c mc

cm nhn) thc hin tt hn bt k cng c o lng cht lng dch v no khc
(Cunningham, 2002).
Gn y, khi so snh s cm nhn v cht lng dch v ngnh hng khng gia hai
nhm khch hng M v Hn Quc, Cunningham & ctg (2002) s dng thang o
SERVPERF o lng s tha mn ca hai nhm khch hng ny. V kt qu
cng chng minh tin cy ca thang o SERVPERF trong vic nh gi mc
cm nhn cht lng dch v ca khch hng ngnh hng Khng.
Vi nhng u im trn ca thang o SERVPERF, bi nghin cu ny s s dng
m hnh thang o SERVPERF (thay cho SERVQUAL) o lng cht lng dch
v hng khng v so snh n vi m hnh Airline Industry (AIB), s c trnh by
nh di y.
2.3.2 Thang o Airline Industry
i vi ngnh hng khng,vic o lng cht lng dch v, c tip cn t
cm nhn ca khch hng, ln u tin xut hin lun vn tin s Quality of
Service Under Airline Deregulationca Kearney nm 1986 (Cunningham & ctg,
2002).
Gourdin & Kloppenborg (1991, 1992) ng dng m hnh khong cch (Gap
Model) o lng cht lng dch v hng khng M. xc nh cc tiu ch
ca cht lng dch v, nhm tc gi gi 3 bn kho st khc nhau n ba i
tng l (1) Khch hng M; (2) Cc nh qun l ca cc hng; (3) Cc quan
chc cc c quan chc nng.
T kt qu kho st, nhm tc gi a ra thang o cht lng dch v hng khng
bao gm cc thnh phn nh sau:
(1) X l hnh l (Baggage Handling).
(2) Th tc n b. (Bumping procedures).
(3) Hot ng v s an ton (Operation and safety).
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(4) S tin nghi trong chuyn bay (In-flight Comfort).

(5) Mng li v tn sut bay (Connections and Frequency).
Air Industry
X l hnh l
Th tc n b
Cht lng
dch v hng
khng
Hot ng v s an ton
Tin nghi trn chuyn bay

Mng li v tn sut bay
Hnh 2.5 Cc thnh phn ca thang o Airline Industry
(Ngun: Cunningham, 2002)

C nhiu nhm nghin cu p dng thang o ny o lng cht lng dch v
trong lnh vc hng khng v so snh n vi thang o SERVQUAL trong vic
o lng mc tha mn ca khch hng v xu hng mua li (repatronize
intention) v d nh Cunningham & Brand (1989); Lee, Cunningham & Wadsworth
(1993); Young, Cunningham & Lee, (1994a, 1994b). (Cunningham, 2002).
Kt qu cho thy rng m hnh SERVQUAL mnh hn thang o Airline Industry
Nhm nghin cu Cunningham, Young & Lee (2002) tip tc s dng thang o ny
kt hp vi thang o SERVPERF o lng s tha mn v xu hng mua lp li
ca hai nhm khch hng M v Hn Quc. Kt qu cng cho thy tin cy ca
2 thang o ny.
Tuy nhin, c kh nhiu nghin cu ch xem xt s tc ng ca cc thnh phn
cht lng dch v ln s tha mn khch hng m cha nh gi tng th s nh
hng ca cht lng dch v ln s tha mn khch hng. V cha c nhiu
nghin cu xem xt n s nh hng ca cht lng dch v v s tha mn khch
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Qun tr kinh doanh
hng nh hng n lng trung thnh ca khch hng dch v hng khng nh th
no?. Do , trn c s k tha c s l thuyt v mt s nghin cu trc, nghin
cu ny s nh gi mi quan h gia cht lng dch v, s tha mn khch hng
v lng trung thnh ca khch hng, bng mt nghin cu thc nghim ti th
trng hng khng ni a Vit Nam.
2.4 M hnh nghin cu v cc gi thuyt.
2.4.1 M hnh nghin cu
T c s l thuyt v cht lng dch v v mi lin h ca n vi s tha
mn v lng trung thnh ca khch hng. V kt hp vi mt s kt qu nghin cu
trc v o lng cht lng dch v trong lnh vc dch v hng khng c trn
th gii. Nghin cu ny xin ngh hai m hnh nghin cu, s dng thang o
SERVPERF v AIB trong vic o lng cht lng dch v hng khng v mi lin
h ca n vi s tha mn v lng trung thnh ca khch hng ti th trng Vit
Nam m c th l khch hng ca Vit Nam Airline.
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SERVPERF
S tin cy
S tha
mn
H1+
H2 +
S p ng
Nng lc phc v
Cht lng
dch v
hng khng
Lng
trung
thnh
H3 +
S ng cm
S hu hnh
Hnh 2.6 M hnh l thuyt: Thang o SERVPERF
Air InduX l hnh l
S tha mn
H1+
H2 +
Th tc n b
Hot ng v s an ton
Cht lng
dch v
hng khng
H3 +
Lng trung
thnh
Tin nghi trn chu.bay

Mng li v tn sut
bay
Hnh 2.7 M hnh l thuyt: Thang o Airline Industry
M hnh SERVPERF nh gi cht lng dch v cm nhn tc ng n mc

tha mn v lng trung thnh ca khch hng da trn 5 thnh phn (tin cy, p
ng, nng lc phc v, s ng cm v s hu hnh). (Hnh 2.6)
Cng tng t nh m hnh SERVPERF, m hnh AIB cng nh gi cht lng
dch v cm nhn tc ng n mc tha mn v lng trung thnh ca khch
hng da trn 5 yu t nh Hnh 2.7.
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2.4.1 Gi thit ca m hnh

Hai m hnh ch khc nhau v m hnh o lng cht lng dch v, v ging
nhau v mi quan h gia cc khi nim trong m hnh cu trc, do gi thuyt
ca m hnh c c ra l:
H1: Cht lng dch v c nh hng dng ln s tha mn ca khch hng.
Ngha l, khi khch hng nh gi cao v cht lng dch v th mc tha mn
ca h cao.
H2: S tha mn ca khch hng c nh hng dng ln lng trung thnh ca
khch hng. Ngha l khi khch hng cm thy tha mn vi dch v th h s trung
thnh vi dch v.
H3: Cht lng dch v c nh hng dng ln lng trung thnh ca khch hng.
Ngha l, khi khch hng nh gi cao cht lng dch v th h s trung thnh vi
dch v .
Tm li, chng ny trnh by v c s l thuyt ca cht lng dch v v mi
quan h ca n n s tha mn v lng trung thnh ca khch hng. Mt s m
hnh dng o lng cht lng dch v thc hin trn th gii cng c
cp n trong chng ny. Trn c s hnh thnh nn hai m hnh nghin cu
da trn b thang o SERVPERF v Airline Industry.
Ba gi thuyt ca m hnh l thuyt cng c nu ra. Chng tip theo s trnh
by phng php nghin cu dng tin hnh kim nh m hnh thang o, m
hnh nghin cu v kim nh cc gi thuyt ra.
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CHNG 3
PHNG PHP NGHIN CU
3.1 Gii thiu

Chng 2 trnh by v l thuyt dch v, cht lng dch v v phng php
o lng n. Hai m hnh l thuyt da trn hai m hnh o lng SERVPERF v
Airline Industry c xy dng cng vi cc gi thuyt. Chng 3 ny nhm mc
ch gii thiu phng php nghin cu s dng nh gi cc thang o lng
ca khi nim nghin cu v kim nh m hnh l thuyt cng nh cc gi thuyt
ra. Chng 3 gm cc phn chnh: (1) Thit k nghin cu; (2) Cc thang o
lng cc khi nim nghin cu; (3) Mt s thng tin v mu.
3.2 Thit k nghin cu
3.2.1. Phng php nghin cu
Nghin cu ny c tin hnh theo hai bc chnh: (1) nghin cu s b v
(2) nghin cu chnh thc.
Nghin cu s b c thc hin c thc hin ti TP HCM vo u thng 2/2008
bng phng php nh tnh thng qua k thut phng vn tay i 10 khch hng
tng i my bay trong vng 1 nm tr li y ti TP HCM, kt qu s lm c s b
sung v hiu chnh cho bng cu hi. Sau khi hiu chnh bng cu hi, tin hnh
phng phn thm khong 20 khch hng na kim tra thch hp ca ngn t.
Sau tin hnh tham kho kin chuyn gia trc khi tin hnh nghin cu chnh
thc. Nghin cu ny nhm mc ch iu chnh thang o SERVPERF v Airlines
Industry cho ph hp vi c im vn ha ca th trng Vit Nam..
Nghin cu chnh thc c thc hin bng phng php nh lng thng qua k
thut phng vn trc tip khch hng tng s dng dch v ca Vit Nam Airline
trong vng 12 thng qua vi kch thc mu l 420. Nghin cu ny dng kim
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nh li m hnh o lng cng nh m hnh l thuyt v cc gi thuyt trong m

hnh. Nghin cu chnh thc ny c thc hin ti TP HCM t ngy 06/03/2008
n 23/04/2008.
3.2.2. Qui trnh nghin cu
Qui trnh nghin cu c trnh by trong Hnh 3.1 v tin thc hin c
trnh by trong Bng 3.1
Bng 3. 1 Tin thc hin cc nghin cu
Dng
1
2
S b
Chnh thc
Phng php
nh tnh
nh lng
K thut
Thi gian
Mu
Phng vn tay i
10
Phng vn trc tip
20
Bt vn trc tip
420
a im
02/2008
TP HCM
03-04/2008
TP HCM
Qui trnh nghin cu ny da vo qui trnh do Nguyn nh Th (2007) a ra,

c tin hnh theo nh s di y (Hnh 3.1). Qui trnh nghin cu bao gm 2
bc chnh: (1) Nghin cu nh tnh; (2) Nghin cu nh lng.
Bc 1: Nghin cu nh tnh
Hnh thnh bng thang o s b bng cch iu chnh b thang o
SERVPERF v Airline Industry cho ph hp vi thc tin th trng hng khng
Vit Nam. Qu trnh iu chnh c tham kho b thang o t bi nghin cu
Cross-cultural perspectives of service quality and risk in air transportation Journal
of Air Transportation ca Cunningham, L.F., Young, C.E. and Lee, M. (2002).
Do s khc nhau v vn ha v mc pht trin kinh t, c th cc thang o
c thit lp ti cc nc pht trin cha tht s ph hp vi th trng Vit Nam,
cho nn tp thang o c iu chnh v b sung thng qua k thut phng vn tay
i khch hng tng s dng dch v hng khng ni a.
Sau bng thang o c tham kho kin chuyn gia v phng vn th 20 khch
hng kim tra s ph hp ca ngn t. T iu chnh li c c bng
thang o chnh cho nghin cu nh lng chnh thc.
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Thang o
nhp s b
Phng vn tay i
iu chnh
Thang o
chnh
Nghin cu nh
lng
(420 mu)
Cronbach alpha
Loi cc bin c h s tng

quan bin-tng nh.
Kim tra h s anpha.
EFA
Loi cc bin c trng s EFA

nh.
Kim tra yu t trch c.
Kim tra phng sai trch c.
CFA
Loi cc bin c trng s CFA

nh
Kim tra thch hp ca m
hnh
Tnh h s tin cy tng hp.
Tnh phng sai trch c.
Kim tra tnh n hng, gi tr
hi t v gi tr phn bit.
SEM
Kim tra thch hp m hnh

v gi tr lin h l thuyt.
Kim nh gi thuyt.
Hnh 3. 1 Qui trnh nghin cu

(Ngun: iu chnh t qui trnh ca nh Th & Mai Trang, 2007)
Bc 2: Nghin cu nh lng
Sau khi iu chnh b thang o s b t nghin cu nh tnh, thang o
chnh thc c hnh thnh v dng nghin cu nh lng. Nghin cu ny
dng kim nh thang o v m hnh nghin cu. Cc thang o ny c kim
nh bng phng php h s tin cy Cronbach alpha, phn tch yu t khm ph
EFA v sau tip tc c kim nh bng phng php phn tch yu t khng
nh CFA.
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Trc tin, cc bin c h s tng quan bin-tng nh (item-total correlation) di

0.30 trong phn tch Cronbach alpha s b loi b. Tip theo, cc bin quan st c
trng s (factor loading) nh hn 0.50 trong EFA s tip tc b loi b v kim tra
tng phng sai trch c (>=50%). Sau , cc bin quan st c trng s nh (<
0.5) s tip tc b loi b trong phng php phn tch yu t khng nh CFA. Gi
tr hi t, tnh n hng v gi tr phn bit cng c kim nh trong bc ny.
Sau khi kim nh thang o cc bin quan st cn li s c s dng kim nh
m hnh l thuyt v gi tr lin h l thuyt.
Phng php phn tch m hnh cu trc tuyn tnh SEM c s dng kim
nh m hnh l thuyt v cc gi thuyt c nu ra.
Sau s dng phng php phn tch phng sai ANOVA kim nh s khc
bit trong cm nhn cc nhm khch hng (phn loi theo cc yu t nhn khu
hc) v cc thnh phn cht lng dch v, v mc tha mn v lng trung thnh
ca h.
3.3. Thang o
Nh ni trn, thang o trong nghin cu ny c da vo cc l thuyt
v cc thang o kim nh cc nc khc trn th gii. Qua nghin cu nh
tnh, chng c iu chnh v b sung cho ph hp vi c im v vn ha x hi
v iu kin kinh t Vit Nam.
C 4 thang (1) SERVPERF ; (2) Airline Industry; (3) S tha mn ca khch hng;
(4) Lng trung thnh ca khch hng.
Ngoi tr cc bin v nhn khu hc v nhm khch hng, cc bin khc c dng
thang Likert 5 im.
3.3.1 Thang o SERVPERF
Cht lng dch v c o lng theo thang o SERVPERF, l mt khi
nim a hng gm nm thnh phn: S hu hnh, Tin cy, S p ng, nng lc
phc v, v s ng cm.
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M hnh o lng cht lng dch v hng khng c hnh thnh da trn thang
o SERVPERF ca Cronin v Taylor (1992) v thang o SERVPERF cho dch v
Hng khng ca Cunningham & ctg (2002).
3.3.1.1 Thnh phn hu hnh
S hu hnh th hin qua b ngoi ca hng cung cp dch v bao gm con
ngui v c s vt cht dng cung cp dch v.
S hu hnh c k hiu l TAN v c o lng bng 4 bin quan st t
TAN01 n TAN04 (xem Bng 3.2). Kt qu nghin cu nh tnh cho thy l cc
cu hi ny r rng, khch hng c th tr li c d dng.
3.3.1.2 Thnh phn Tin cy
S tin cy c k hiu l RLI c o lng bng 5 bin quan st, k hiu t
RLI05 n RLI09 (xem Bng 3.2). Cc bin ny dng o lng cc yu t ni
ln mc tin cy ca dch v c Hng cung cp. Nh trnh by trn mc
tin cy c ngha l dch v c cung cp ng ti thi im chnh xc nh
ha v cng l s c gng gii quyt cc tr ngi cho khch hng v hn ch cc
sai st xy ra.
Kt qu nghin cu nh tnh cng cho thy l cc cu hi ny r rng, khch hng
c th tr li c, v mi cu hi ni ln cc kha cnh khc nhau ca mc tin
cy.
3.3.1.3 Thnh phn p ng
S p ng c k hiu l RES c o lng bng 4 bin quan st, k hiu
t RES10 n RES13 (xem Bng 3.2). Cc bin ny o lng kh nng p ng
nhanh chng cc yu cu ca khch hng, cp nhp thng tin kp thi cho khch
hng. Kt qu nghin cu nh tnh cho thy, cc cu hi r rng, d tr li v mi
cu hi th hin cc kha cnh ca s p ng.
3.3.1.4 Thnh phn nng lc phc v
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Nng lc phc v th hin qua trnh chuyn mn v cung cch phc v lch
s, to s tin tng cho khch hng. Nng lc phc v c k hiu l ASS v o
bng 4 bin quan st t ASS14 n ASS17 (xem Bng 3.2). Kt qu nghin cu
nh tnh cho thy, cu hi r rng, d hiu v th hin cc kha cnh khc nhau ca
nng lc phc v.
3.3.1.5 Thnh phn ng cm
Th hin s quan tm chm sc n tng c nhn khch hng, coi trng li ch
ca khch hng cng nh c nhng gi bay thun tin cho khch hng. S ng
cm c k hiu l EMP c o bng 5 bin quan st t EMP18 n EMP21A
(xem Bng 3.2). Kt qu nghin cu nh tnh cho thy cc cu hi r rng d hiu,
v mi cu hi th hin cc kha cnh ca s ng cm.
Thang o SERVPERF sau khi nghin cu nh tnh.
Bng 3. 2 Thang o SERVPERF
Thnh phn hu hnh
TAN01
Hng c my bay mi
TAN02
C s vt cht lin quan n dch v trong bt mt
TAN03
Nhn vin n mt p, gn gng
TAN04
C s vt cht tng xng vi dch v cung cp
Thnh phn tin cy

RLI05
Hng cung cp dch v ng nh cam kt
RLI06
Hng th hin mi quan tm tht s gii quyt tr ngi cho khch hng
RLI07
Hng phc v ng tin cy
RLI08
Hng cung cp dch v ng gi nh cam kt
RLI09
Hng rt c gng trnh khng xy ra sai st no
Thnh phn p ng
RES10
Hng lun cp nht thng tin kp thi v tnh hnh chuyn bay
RES11
Hng gii quyt s c nhanh chng
RES12
Nhn vin lun sn sng gip qu khch
RES13
Nhn vin p ng nhanh chng yu cu ca khch hng
Thnh phn nng lc phc v
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ASS14
Qu khch c th tin tng vo nhn vin ca hng
ASS15
Qu khch cm thy yn tm khi trao i vi nhn vin
ASS16
Nhn vin lch s v nh nhn
ASS17
Nhn vin c thng tin tr li cc cu hi ca khch hng
Thnh phn thng cm

EMP18
Hng bit quan tm n khch hng
EMP19
Nhn vin bit quan tm n khch hng
EMP20
Nhn vin hiu c mong mun ca khch hng
EMP21
Hng coi trng li ch ca khch hng
EMP21A Hng c cc gi bay thun tin
3.3.2. Thang o Airline Industry

Thang o ny c Kent Gourdin & Kloppenborg a ra nm 1992 v c
Curningham v cng s s dng li vo nm 2002 ti th trng Hn Quc v M l
mt thang o gm 5 nm thnh phn: (1) Hnh l, (2) n b, (3) S vn hnh, (4)
Tin nghi trn chuyn bay, (5) Tn sut v mng li bay. Thang o gm c 21
bin quan st.
Qua nghin cu nh tnh, 5 thnh phn ca thang o khng thay i. Tuy nhin
thnh phn Hnh l c thm 1 bin quan st, thnh phn mng li v tn sut
bay loi bt 2 bin, thnh phn s vn hnh loi 1 bin do khng ph hp vi ng
cnh th trng ni a Vit Nam.
Kt qu nghin cu nh tnh l thang o bao gm 5 thnh phn v 19 bin quan st
(xem Bng 3.3).
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Bng 3.3 Thang o Airlines Industry based

Thnh phn Hnh l
BAG22
Hnh l c giao nhn ng lc
BAG23
Hng l c x l cn thn v m bo
BAG24
Qui trnh giao nhn hnh l thun tin
BAG25
Th tc check-in c hiu qu
Thnh phn n b
BUM26
Thng tin v n b c hng cung cp y khi c s c
BUM27
Chnh sch bi thng ca Hng cng bng v tha ng
BUM28
Th tc n b thun tin
Thnh phn s vn hnh

OPE29
Dch v ca hng rt an ton
OPE30
Hng s dng nhng trang thit b cn thit cho chuyn bay
OPE30A Nhn vin lch s v nh nhn

OPE31
Nhn vin khng c s phn bit i x
Thnh phn tin nghi trn chuyn bay

COM32
Gh ngi thoi mi
COM33
Ch chn rng
COM34
Khoang hnh khch thng thong v mt m
COM35
Khoang hnh khch v gh ngi sch s v sinh
COM36
Dich v thc n thc ung tt
Thnh phn tn sut v mng li bay

FRE37
Hng cung cp y tn sut bay
FRE38
Hng c cc gi bay thun tin
FRE39
Hng c ng bay
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3.3.3 Thang o s tha mn.

Mc tha mn c o lng bi 3 bin quan st k hiu t SAT40 n
SAT42 (xem bng 3.4). Thang o c xy dng da vo nh ngha s tha mn
ca khch hng trnh by phn trn v tham kho t nhiu ngun khc nhau,
v d nh t: Consuegra, D. M., Molina, A., and Esteban, A. (2007); Dimitriades,
Z.S, (2006)
Kt qu nghin cu nh tnh cho thy, cc cu hi r rng d tr li.
Bng 3.4 Thang o s tha mn
SAT40 Ni chung, qu khch rt tha mn vi dch v ca Hng
SAT41 Qu khch cm thy thoi mi khi bay cng vi Hng
SAT42 Bay cng vi Hng l la chn thch hp ca qu khch
3.3.4 Thang o lng trung thnh ca khch hng

Lng trung thnh c th hin qua xu hng mua lp li v li truyn ming
(word of mouth), c o bng 3 bin quan st t LOY43 n LOY45 (xem bng
3.5). Thang o c xy dng da vo nh ngha khi nim Lng trung thnh
pht biu phn trn v cng c tham kho t cc ngun khc nh: Dimitriades,
Z.S, (2006); nh Th & Mai Trang (2007); Consuegra, D. M., Molina, A., and
Esteban, A. (2007)
Bng 3.5 Thang o lng trung thnh
LOY43 Qu khch s mua v ca Hng trong ln bay ti
LOY44 Qu khch s thuyt phc ngi thn nn s dng dch v ca Hng
LOY45 Khi c ai cn, qu khch s gii thiu dch v ca Hng cho ngi
3.4 Thit k bng cu hi v thu thp thng tin

Trong nghin cu ny c hai thang o SERVPERF v Airlines Industry (AIB)
ng thi c thit k trn cng mt bng cu hi. Thng tin ca 2 thang o c
thu thp cng mt lc, vi kch thc mu l 420.
Bng cu hi dng phng vn khch hng bao gm 3 phn chnh:
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Phn u l mt s cu hi c mc ch l chn lc mu cho ph hp vi i tng

cn kho st v ng thi dng cho vic thng k phn loi v sau nh: s ln i
my bay trong nm qua, thi gian bay gn nht cch y bao lu
Phn th hai, khch hng s c hi v mc cm nhn ca mnh v cht lng
dch v ca Viet Nam Airlines trong ln bay gn y nht thng qua thang o
SERVPERF v thang AIB (Airlines Industry), bao gm 39 bin quan st.
Khch hng c phng vn v a ra mc ng ca mnh qua 39 pht biu
bng thang o Likert 5 mc .
Mc tha mn v lng trung thnh ca khch hng c nh gi thng qua 6
pht biu v cng c o bng thang o Likert 5 mc .
Phn th ba l mt s cu hi v thng tin v c nhn ca khch hng, nh gii tnh,
tui, ngh nghip, thu nhp C mc ch cho thng k phn loi sau ny.
3.5 Mu v thng tin mu
3.5.1 Mu
Mu c chn theo phng php thun tin (phi xc sut), i tng c
chn l nhng ngi s dng qua dch v ca Vit Nam Airlines trong vng 12
thng tr li. Mu c thu thp ch yu ti phng ch sn bay i quc ni Tn Sn
Nht.
Kch thc mu d tnh l 420. Nh trnh by trn, phng php phn tch d
liu chnh c s dng cho nghin cu ny l phn tch m hnh cu trc tuyn
tnh. Cc nh nghin cu trong lnh vc ny u ng l phng php ny i hi
phi c kch thc mu ln v n da vo l thuyt phng php mu ln (Nguyn
nh Th, 2007; dn theo Raykov & Widaman, 1995).
Tuy nhin, kch thc mu bao nhiu c gi l ln th hin nay cha c xc
nh r rng. Hn na kch thc mu cn ty thuc vo phng php c lng
s dng (v d ML, GLS, hay ADF). Mt s nh nghin cu cho rng, nu s dng
phng php c lng ML th kch thc mu ti thiu phi t 100 n 150
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(Nguyn nh Th, 2007; dn theo Hair & ctg,1998). Cng c nh nghin cu cho
rng kch thc mu ti hn phi l 200 (Rex B. Kline,1998; dn theo Hoelter
1983). Cng c nh nghin cu cho rng kch thc mu ti thiu l nm mu cho
mt tham s cn c lng (Rex B. Kline, 1998; dn theo Bollen 1989). Nghin
cu ny s dng qui tc 5 x 3 = 15 mu cho mt bin o lng (Phm c K,
2006; dn theo Bentle & Chou, 1987). M hnh o lng (SERVPERF) gm 28
bin quan st, do s mu tnh ton ban u l: 28 x 15 = 420.
3.5.2 Thng tin mu
Bng cu hi c pht ra ti phng ch sn bay quc ni TSN v thu thp ti
ch. Phng ch sn bay quc ni Tn Sn Nht c k vng l ni c nhiu i
tng khch hng i my bay nhiu ln, nn bng cu hi ch yu c pht ra
ti y v thu thp ti ch.
Sau khi pht ra 496 mu, qua sn lc, thu c 420 mu hp l.
D liu sau khi thu thp c nhp v x l bng phn mm SPSS 16.0. Thng k
m t ca 420 mu nghin cu cho kt qu nh sau:
- T l gii tnh ca mu quan st: Qua thng k cho thy mu c s lng nam gii
s dng my bay nhiu hn s n gii, c th: nam chim 63.6%, n chim 36.4%.
Bng 3.6 T l gii tnh ca mu
Gii tnh
T l (%)
Nam
63.6
36.4
- tui ca mu quan st: Thng tin t mu cho thy, phn ln khch hng s
dng my bay nm trong tui t 23 n 50. C th tui t 23-35 chim 56%, t
35-50 chim 34%, khch hng di 23 tui rt t chim 2.9% v trn 50 tui chim
7.1%.
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Bng 3.7 T l v tui ca mu

Tui
T l (%)
Di 23
2.9
T 23-35
56.0
T 35-50
34.0
Trn 50
7.1
- V tr cng vic ca mu: T l qun l cp cao s dng my bay chim 14.3%,

qun l cp trung chim t l cao nht 43.1%, nhn vin vn phng chim 33.8%.
- Thu nhp ca mu: Trong mu nghin cu, t l khch hng thu nhp di 4triu
chim 15.2%, t 4-8triu chim 36.4%, t 8-15triu chim 32.9% v trn 15triu
chim 15.5%.
Bng 3.8 T l v thu nhp ca mu
Khong thu nhp
T l (%)
Di 4 triu
15.2
T 4-8 triu
36.4
T 8-15 triu
32.9
Trn 15 triu
15.5
- S ln i my bay trong nm qua: thng tin mu cho thy a s khch hng c

phng vn s dng my bay thng xuyn trong vng 12 thng tr li, c th: i
trn 10 ln chim 23,8%, t 5-10 ln chim 31.4%, t 2-4 ln chim 37.1%, cn li
7.6% l ch bay 1 ln. Vi t l ln khch hng i my bay thng xuyn c
phng vn th vic nh gi cht lng dch v s chnh xc hn.
Bng 3.9 S ln i my bay trong nm
ca mu
HV: Duy Nht
S ln bay trong nm
T l (%)
1 ln
7.6
2-4 ln
37.1
5-10 ln
31.4
Trn 10 ln
23.8
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- Tuyn bay: Khch hng c phng vn bay tuyn TP HCM Hanoi chim
n 58,3%, iu ny kh ph hp vi thc t lng khch c vn chuyn
trong nm qua ca hng Vit Nam Airlines. Nhng tuyn cn li chim t l nh
hn nh TP HCM DaNang chim 19%, Hu 6%...
Bng 3.10 T l v tuyn bay ca mu
Tuyn bay
T l (%)
Tp HCM-HaNoi
58.3
Tp HCM-DaNang
19.0
Tp HCM-Hue
6.0
Tp HCM-Vinh
8.1
Tp HCM-HaiPhong
2.4
Tuyn khc
6.2
Tm li, chng ny trnh by phng php c thc hin nh gi thang o

cc khi nim nghin cu v m hnh l thuyt. Phng php nghin cu c thc
hin thng qua hai bc: nghin cu nh tnh v nghin cu nh lng.
K thut phng vn tay i c dng trong nghin cu nh tnh. Nghin cu
chnh thc l nghin cu nh lng bng k thut bt vn vi n = 420 mu.
Chng ny cng m t v thng tin mu nghin cu chnh thc. Chng tip theo
s trnh by phng php phn tch thng tin v kt qu nghin cu bao gm vic
nh gi thang o theo phng php phn tch nhn t khng nh v kim nh
mhnh l thuyt bng phng php phn tch m hnh cu trc tuyn tnh SEM.
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CHNG 4
PHN TCH D LIU V GII THCH KT QU
4.1 Gii thiu

Chng 3 trnh by phng php nghin cu kim nh m hnh thang
o v m hnh l thuyt. Mc ch ca chng 4 ny l trnh by kt qu kim nh
ca cc thang o v m hnh nghin cu cng nh cc gi thuyt trong m hnh
nghin cu. Kt qu so snh gia hai m hnh SERVPERF v AIB, v phn gii
thch cho kt qu nhn c cng trnh by trong chng ny.
Ni dung ca chng ny bao gm ba phn chnh sau. Trc tin, nh gi s b
thang o thng qua phng php h s tin cy Cronbach Alpha v phn tch nhn t
khm ph EFA. Cc thang o c ny c kim nh tip theo bng phn tch
yu t khng nh CFA. Sau , m hnh nghin cu v cc gi thuyt c kim
nh. Vic kim nh m hnh nghin cu v phn tch CFA u c thc hin
thng qua phn mm AMOS 5.0. V cui cng l phn so snh hai m hnh, v gii
thch kt qu.
4.2 nh gi s b thang o
Nh c trnh by chng 3, thang o c nh gi thng qua 3 bc.
Trc ht thang o c nh gi tin cy bng cng c Cronbach Alpha. Sau
thang o c nh gi bng phng php phn tch nhn t khm ph EFA
(exploratory factor analysis). C hai phng phng php ny c thc hin thng
qua phn mm SPSS. Cui cng thang o c kim nh bng phng php phn
tch nhn t khng nh CFA (confirmative fator analysis) thng qua phn mm
phn tch cu trc tuyn tnh AMOS 5.0.
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V mt l thuyt, thang o SERVPERF l a hng vi 5 thnh phn: Phng
tin hu hnh (TAN), Tin cy (REL), p ng (RES), Nng lc phc v (ASS) v
ng cm (EMP). Vic kim nh thang o phi c tin hnh nh sau:
(1) nh gi tin cy cho tng thnh phn ca thang o.
(2) Sau , tt c cc bin ca 5 thnh phn s cng c a vo phn tch
nhn t bng phng php principal axis factoring vi php quay promax, nhn t
trch c c eigenvalue >1,0. Kt qa x l nh sau: cc bin c trng s <0,4 s
b loi, cc bin c trng s khng t phn bit cao gia cc nhn t, c th l
<0,3 cng s b loi. Sau , phn tch nhn t c lp li cho n khi tho cc yu
cu trn vi phng sai trch t yu cu >50%.
Khi nh gi tin cy ca thang o bng h s Cronbach Alpha, tt c cc thnh
phn u t yu cu. (Alpha > 0.7 v h s tng quan bin tng > 0.4)
Tuy nhin, khi tin hnh phn tch EFA, kt qu cho thy ch c 4 nhn t c rt
ra ti eigenvalue 1.191, v phng sai trch l 62.101%. Thnh phn p ng RES
tch thnh 2 hng: Hng v Nhn vin. Hai bin u RES10 v RES11 ca thnh
phn p ng (RES) cng vi 5 bin ca thnh phn Tin cy (RLI) hp thnh 1
nhn t. Hai bin sau ca thnh phn p ng l RES12 v RES13 kt hp vi 4
bin ca thnh phn Nng lc phc v (ASS) lm thnh 1 nhn t. (Bng 4.1)
Bng 4.1 Kt qu phn tch EFA thang o SERVPERF (cha hiu chnh)
1
-.027
Nhn t
2
3
-.152 -.011
.531
TAN02 C s vt cht trong bt mt

TAN03 Nhn vin n mt p, gn gng
-.017
-.016
.048
.798
-.060
.162
-.002
.623
TAN04 C s vt cht tng xng vi dch v cung cp

RLI05 Hng cung cp dch v ng nh cam kt
.133
.005
.026
.639
.800
.007
-.122
.116
RLI06 Hng quan tm gii quyt tr ngi cho q.khch
.705
.158
-.097
.000
RLI07 Hng phc v ng tin cy
.651
.072
-.062
.179
Bin quan st
TAN01 Hng c my bay mi
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RLI08 Hng cung cp dch v ng gi nh cam kt

RLI09 Hng rt c gng khng xy ra sai st
.814
-.157
.127
-.106
.689
.040
-.044
-.002
RES10 Hng lun cp nht t.tin kp thi v chuyn bay

RES11 Hng gii quyt s c nhanh chng
.480
.159
.074
-.050
.588
.058
.175
-.096
RES12 Nhn vin lun sn sng gip q.khch

RES13 Nhn vin p ng nhanh yu cu ca q.khch
.104
.719
.028
-.044
.161
.711
.021
-.147
ASS14 Qu khch c th tin tng nh.vin
.099
.758
-.012
-.007
ASS15 Qu khch yn tm khi trao i vi n.vin
.098
.714
.023
.011
ASS16 Nhn vin lch s v nh nhn

ASS17 N.vin c t.tin tr li cu hi ca q.khch
-.174
.802
.015
.066
.021
.503
.183
.008
EMP18 Hng quan tm n c nhn q.khch

EMP19 N.vin quan tm n c nhn q.khch
.207
-.059
.741
-.012
-.075
.156
.795
.010
-.220
.213
.746
-.003
.321
-.156
.629
.042
.025
.125
.230
.167
EMP20 Nhn vin hiu c mong mun ca q.khch

EMP21 Hng coi trng li ch ca khch hng
EMP21A Hng c cc gi bay thun tin
Eigenvalue
1.191
Phng sai trch
62.101%
Thnh phn Tin cy (RLI) gm 5 bin quan st t RLI05 n RLI09, dng o

lng v mc tin cy ca dch v m hng cung cp, bao gm: tnh chnh xc
ca dch v, tnh ng gi, gii quyt tr ngi cho khch hng v trnh xy ra sai
st trong cung cp dch v ca hng. Trong khi , hai bin quan st u ca thnh
phn p ng (RES), khch hng c hi v kh nng p ng ca hng. C th:
RES10: Hng lun cp nht thng tin kp thi v chuyn bay
RES11: Hng gii quyt s c nhanh chng
Mc ch ca hai bin quan st ny l o lng v s cp nht thng tin kp thi v
chuyn bay cho khch hng (RES10); v kh nng gii quyt cc tr ngi khi gp s
c ca hng (RES11). V mt l thuyt, hai thnh phn Tin cy v p ng o
lng hai kha cnh khc nhau ca cht lng dch v, nhng thc t, 5 bin ca
thnh phn Tin cy v 2 bin u ca thnh phn p ng u cp n, th hin
nng lc ca hng trong vic cung cp dch v. Do , trong cm nhn, c th
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khch hng s hiu chng s ch l mt yu t. V kt qu phn tch EFA cho tp d

liu ca nghin cu ny, 5 bin ca thnh phn Tin cy v 2 bin u ca thnh
phn p ng gp chung li thnh mt nhn t mi. By bin quan st ca nhn t
ny th hin s tin cy v kh nng p ng trong cung cp dch v ca hng, nn
i din y ngha, nhn t mi ny c t tn l: S chuyn nghip ca
hng, k hiu l PRO. tin cy thang o ca nhn t ny s c kim nh li
trong cc phn tch tip theo.
Hai bin quan st sau ca thnh phn p ng l RES13 v RES13, th hin kh
nng p ng ca nhn vin i vi khch hng, c th: nhn vin lun sn lng
gip khch hng (RES12); v nhn vin p ng nhanh yu cu ca khch hng
(RES13). Trong khi , thnh phn Nng lc phc v vi 4 bin quan st, th hin
nng lc phc v ca nhn vin nh: to s tin tng, yn tm cho khch hng; lch
s nh nhn, c thng tin tr li cho khch. V mt nguyn thy, hai thnh
phn p ng v Nng lc phc v o lng hai kha cnh khc nhau ca cht
lng dch v, nhng 2 bin sau ca p ng v 4 bin ca thnh phn Nng lc
phc v u th hin kh nng v nng lc ca nhn vin, nn trong cm nhn,
khch hng c th hiu chng ch l mt nhn t. Thc t, phn tch EFA cho thy 6
bin quan st ny gp chung thnh mt nhn t mi. Su bin quan st ny th hin
nng lc phc v v kh nng p ng ca nhn vin i vi khch hng. Do ,
y ngha, nhn t mi ny c t tn l Nhn vin k hiu l STA. tin
cy thang o ca thnh phn ny s c kim nh trong cc phn tch tip theo.
Hai thnh phn (nhn t) cn li l S hu hnh (TAN) v ng cm (EMP) vn
khng thay i so vi ban u.
Nh vy, theo kt qu ca phn tch nhn t khm ph, thang o SERVPERF ch
cn li 4 nhn t. Ngoi ra kt qu phn tch EFA cho thy rng bin EMP21A
(Hng c cc gi bay thun tin thnh phn ng cm) c trng s l 0.230 < 0.4,
khng t yu cu nn b loi. Do , thang o cn li 21 bin quan st. Bn nhn
t mi c trnh by di y:
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(1) Thnh phn S hu hnh, vn gi nguyn nh ban u v vn k hiu l

TAN, th hin v bn ngoi ca dch v, c o lng bng 4 bin t
TAN01 n TAN04.
(2) Thnh phn S chuyn nghip, c k hiu l PRO, th hin s tin cy
v kh nng p ng ca hng, c o lng bng 7 bin quan st k
hiu t PRO05 n PRO11. Cc bin ny c ngun gc t 5 bin ca
thnh phn Tin cy v 2 bin u ca thnh phn p ng.
(3) Thnh phn Nhn vin, k hiu l STA , th hin nng lc phc v v
kh nng p ng ca nhn vin, c o lng bng 6 bin quan st t
STA12 n STA17. Su bin ny c ngun gc t 2 bin sau ca thnh
phn p ng v 4 bin ca thnh phn Nng lc phc v.
(4) Thnh phn ng cm, khng c g thay i so vi ban u v vn k
hiu l EMP, th hin s ng cm ca nhn vin v hng i vi khch
hng, c o lng bng 4 bin quan st t EMP18 n EMP21 ( loi
bin EMP21A).
Sau khi loi b 1 bin khng t yu cu v nhm li cc nhn t cho ph hp. Tin
hnh nh gi li thang o SERVPERF vi 4 thnh phn mi.
4.2.1.1 tin cy ca thang o
Kt qu Cronbach Alpha cho thy cc thang o u t tin cy. Cc h s
tng quan bin-tng u cao (nh nht l bin TAN03 = 0.593). Cronbach Alpha
ca cc thang o cng u t yu cu. C th thnh phn S hu hnh (TAN) c
Alpha=0.740, S chuyn nghip (PRO) c Alpha = 0.877, Nhn vin (STA) c
Alpha = 0.888 v thnh phn ng cm (EMP) c Alpha = 0.866 (Bng 4.2). V
vy, tt c cc bin quan st u t yu cu v s c s dng trong phn tch
EFA tip theo.
4.2.1.2 Phn tch nhn t
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Kt qu Cronbach Alpha cho thy cc cc bin quan st ca 4 thnh phn mi

u tha mn yu cu v tin cy alpha. V vy, 21 bin quan st ca thang o ny
c tip tc c nh gi li bng EFA.Theo kinh nghim ca cc nh nghin
cu trc, do SERVPERF l thang o a hng nn phng php c chn
phn tch l principal axis factoring vi php quay promax.
Kt qu EFA c trnh by trong Bng 4.2
Bng 4.2 Kt qu EFA thang o SERVPERF sau khi hiu chnh
Nhn t
Bin quan st
1
Cronbach
Alpha
TAN01
-.018
-.146
-.019
.520
TAN02
-.029
-.017
.060
.818
TAN03
-.053
.165
-.003
.615
TAN04
.135
.008
.028
.636
PRO05
.805
.008
-.126
.111
PRO06
.712
.160
-.106
-.007
PRO07
.658
.075
-.069
.172
PRO08
.811
-.159
.129
-.101
PRO09
.679
.036
-.033
.008
PRO10
.482
.159
.071
-.049
PRO11
.592
.058
.168
-.096
STA12
.093
.715
.040
-.032
STA13
.148
.706
.035
-.132
STA14
.103
.761
-.018
-.008
STA15
.106
.717
.012
.007
STA16
-.168
.801
.009
.063
STA17
.028
.504
.175
.008
EMP18
.222
-.047
.713
-.011
EMP19
-.073
.157
.794
.022
EMP20
-.221
.212
.750
.009
.326
8.812
41.962%
-.154
1.941
9.244%
.623
1.514
7.208%
.049
1.177
5.604%
EMP21
Eigenvalue
Phng sai trch
HV: Duy Nht
0.740
0.877
0.888
0.866
1.177
64.018%
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42
Kt qu phn tch nhn t sau khi loi b bin c trng s nh c trnh by

bng trn. C 4 nhn t c trch ti eigenvalue=1.177 v phng sai trch l
64.018%. Nh vy phng sai trch t yu cu (>0.5). Cc bin c trng s u t
yu cu, thp nht l PRO10 = 0.482. Nh vy thang o SERVPERF trong nghin
cu ny sau khi nh gi s b bao gm bn thnh phn vi 21 bin quan st.
Thnh phn S hu hnh o lng bng 4 bin quan st; thnh phn S chuyn
nghip o lng bng 7 bin quan st; thnh phn Nhn vin o lng bng 6 bin
quan st; thnh phn ng cm o lng bng 4 bin quan st.
4.2.2 Thang o Airline Industry (AIB)
M hnh thang o AIB sau khi tin hnh nghin cu nh tnh l mt thang o
gm nm thnh phn v 19 bin quan st. (nh trnh by chng 3).
Qu trnh nh gi thang o tin hnh qua 3 giai oi: (1) Phn tch h s tin cy
Cronbach Alpha; (2) Phn tch nhn t khm ph EFA. (3) Phn tch nhn t khng
nh CFA
Khi phn tch tin cy, tt c cc thnh phn ca thang o AIB u t yu cu v
h s tin cy Alpha. Tuy nhin, kt qu phn tch EFA ch trch c 4 yu t ti
Eigenvalue 1.476 v phng sai trch l 65.567% (Bng 4.3).
Bng 4.3 Kt qu EFA thang o AIB cha hiu chnh
Bin quan st
BAG22
BAG24

Hng l c x l cn thn v m bo
Qui trnh giao nhn hnh l thun tin
BAG25
BUM26
BAG23
1
.024
-.041
-.044
Nhn t
2
3
-.097
.855
-.042
.804
.054
.831
4
-.033
.036
.039
.011
.083
.536
.009
Thng tin n b c hng c.cp y
-.012
.000
.051
.787
BUM27
C.sch bi thng cng bng v tha ng
-.030
.010
-.042
.951
BUM28
Th tc n b thun tin
.055
-.017
.046
.808
OPE29
Dch v ca hng rt an ton
.624
.005
.164
-.034
OPE30
Hng s dng nhng trang t.b cn thit
.666
.045
.112
-.076
OPE30A
Nhn vin lch s v nh nhn
.227
.143
.168
.086
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43
OPE31
.513
.054
.203
-.072
FRE37
Hng cung cp y tn sut bay
.735
.019
-.087
.101
FRE38
Hng c cc gi bay thun tin
.886
-.038
-.155
.008
FRE39
Hng c ng bay
.776
-.038
-.073
.020
COM32
Gh ngi thoi mi
-.041
.886
-.011
-.052
COM33
Ch chn rng
-.034
.854
-.082
.019
COM34
Khoang hnh khch thng thong v mt m
-.007
.816
.042
-.002
COM35
Khoang hnh khch v gh ngi sch s v sinh
.041
.717
.008
.015
COM36
Dich v thc n thc ung tt
.184
.443
.034
.042
Eigenvalue
1.467
Phng sai trch
65.567%
Theo m hnh o lng AIB ca Kent Gourdin (1993) th hai thnh phn Hot
ng & s an ton v thnh phn Mng li & tn sut l hai khi nim khc nhau,
dng o lng hai kha cnh khc nhau ca cht lng dch v hng khng.
Trong khi thnh phn Hot ng & s an ton th hin mc an ton ca dch v
ca hng v kh nng phc v ca nhn vin (lch s, nh nhn v khng phn bit
i x), th thnh phn Mng li & tn sut th hin kh nng cung cp ng
bay, tn sut y v k c gi bay thun tin. Nhng dng nh c hai thnh
phn ny u th hin v hng n nng lc cung cp dch v ca hng. Nng lc
ca hng y th hin qua s m bo an ton ca dch v, kh nng cung cp
ng bay vi tn sut y v gi bay thun tin, nng lc y cng bao gm
c nng lc phc v ca nhn vin. Do , c th trong cm nhn ca khch hng,
hai thnh phn ny ch l mt khi nim n hng. V thc t, nghin cu ny,
kt qu phn tch EFA ca tp d liu cho thy rng, hai khi nim Hot ng & s
an ton v Mng li & tn sut ch l mt. din t y ngha, thnh phn
mi ny c t tn li l: Nng lc hng v k hiu l CAP. Thnh phn ny s
c o lng bi 7 bin quan st t CAP29 n CAP31 v t CAP37 n CAP39.
Phn phn tch tip theo s kim nh tin cy ca thang o ny.
HV: Duy Nht
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Qun tr kinh doanh
44
Ngoi ra, kt qu EFA cho thy rng bin OPE30A (nhn vin lch s v nh nhn)
c trng s nh 0.227 < 0.4 do b loi. Nh vy thnh phn Nng lc hng ch
cn li su bin quan st.
Sau khi loi bin v kt hp li cc thnh phn, thang o AIB bao gm bn thnh
phn (1) X l hnh l (BAG); (2) Th tc n b (BUM); (3) Nng lc hng
(CAP); (4) Tin nghi trn chuyn bay (COM); vi 18 bin quan st.
Tin hnh nh gi li cho thang o ny.
4.2.2.1 tin cy thang o
Kt qu Cronbach Alpha cho thy cc thang o u t tin cy. Cc h s
tng quan bin tng u cao, tt c u > 0.5, thp nht l BAG25 = 0.537.
Cronbach Alpha ca cc thang o cng u cao, c th: Hnh l (BAG) c Alpha =
0.843; Th tc n b (BUM) c Alpha = 0.893; Nng lc hng (CAP) c Alpha =
0.853 v Tin nghi trn chuyn c Alpha = 0.868 (xem Bng 4.4). V vy, tt c cc
bin (18 bin) quan st c s dng trong phn tch EFA tip theo.
4.2.2.2 Phn tch EFA thang o AIB
Kt qu phn tch EFA cho bn yu t c trch ti eigenvalue l 1.465 v
phng sai trch 67.747%. Cc bin quan st u c trng s > 0.5, ngoi tr bin
COM36 = 0.442 (xem Bng 4.4)
Nh vy, m hnh thang o AIB sau khi nh gi s b bao gm bn thnh phn
vi 18 bin quan st. Thnh phn Hnh l (BAG) gm bn bin quan st, Th tc
n b (BUM) gm ba bin quan st, Nng lc hng (CAP) bao gm su bin quan
st v Tin nghi trn chuyn bay (COM) gm nm bin quan st.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
45
Bng 4.4 Kt qu EFA thang o AIB

Nhn t
Bin quan st
1
Cronbach Alpha
3
BAG22
.028
-.092
.852
-.030
BAG23
-.037
-.037
.797
.039
BAG24
-.039
.058
.828
.041
BAG25
.012
.086
.530
.012
BUM26
-.010
.002
.053
.782
BUM27
-.027
.012
-.039
.952
BUM28
.056
-.014
.049
.802
CAP29
.612
.012
.166
-.028
CAP30
.660
.050
.117
-.072
CAP31
.500
.060
.201
-.066
CAP37
.735
.022
-.079
.102
CAP38
.875
-.033
-.146
.010
CAP39
.774
-.035
-.064
.022
COM32
-.038
.883
-.006
-.050
COM33
-.030
.850
-.077
.020
COM34
-.004
.812
.044
.001
COM35
.041
.712
.010
.018
COM36
.184
.442
.037
.044
7.195
1.935
1.599
1.465
1.465
39.973%
10.750%
8.883%
8.141%
67.747%
Eigenvalue
Phng sai trch
HV: Duy Nht
0.843
0.893
0.858
0.868
Lun vn thc s
Qun tr kinh doanh
46
4.2.3 Thang o S tha mn v Lng trung thnh ca khch hng

4.2.3.1 nh gi tin cy v phn tch EFA
Trc ht, nh gi tin cy ca thang o S tha mn v Lng trung thnh.
C hai thang o u t yu cu (Alpha > .7 v tng quan bin tng > 0.4).
Tuy nhin khi phn tch nhn t khm ph EFA cho hai thang o ny, kt qu EFA
ch trch c mt yu t ti Eigenvalue = 4.385 v phng sai trch = 73.091%
(Bng 4.5)
Bng 4.5 Kt qu phn tch EFA thang o S tha mn
Bin quan st
SAT40
SAT41
SAT42
LOY43
LOY44
LOY45
Eigenvalue
Phng sai trch
Nhn t
1
.797
.803
.818
.789
.883
.847
4.385
73.091%
Cronbach Alpha
0.926
4.385
73.091%
V mt l thuyt, S tha mn v Lng trung thnh l hai khi nim phn bit. Mc
tha mn l hm ca s khc bit gia kt qu nhn c v k vng, khi kt
qu nhn c cao hn k vng th s c s hi lng. V k vng c hnh thnh
trn c s kinh nghim mua sm trc kia ca ngi mua, t nhng nhu cu c
nhn h, nhng kin ca ngi thn (Philip Kotler, 2004)Trong khi lng
trung thnh th hin qua xu hng mua lp li v li truyn ming (word of mouth).
V lng trung thnh l kt qu ca s tha mn khch hng, khi khch hng tha
mn th h s trung thnh. Kt qu ny c nhiu nh nghin cu trn th gii
chng minh nh c trnh by phn c s l thuyt.
Nhng thc t tp d liu nghin cu ny, qua nh gi EFA, th khch hng cho
rng s tha mn v lng trung thnh ch l mt yu t. C th khi tr li nhng
cu hi, khch hng hiu rng s mua lp li hay li truyn ming (word of mouth)
HV: Duy Nht
Lun vn thc s
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47
cng chnh l s tha mn. Hay ni cch khc, tha mn cng c ngha l s mua
lp li v gii thiu hng n ngi khc (word of mouth).
Nh vy, hai khi nim ny v mt thc t nghin cu ny ch l mt thnh phn
n hng, th hin s tha mn, xu hng mua lp li v gii thiu dch v ca
hng n ngi khc. Do , khi nim mi ny cng c t tn l s hi lng,
k hiu l SAT, bao hm s tha mn khch hng v lng trung thnh, v c o
lng bng 6 bin quan st t SAT40 n SAT42 v t LOY43 n LOY45. Kt
qu phn tch cho thy rng thang o ny t yu cu v tin cy. (Bng 4.5)
4.3 Kim nh thang o bng CFA
Trong kim nh thang o, phng php CFA trong phn tch cu trc tuyn
tnh SEM c nhiu u im hn so vi phng php truyn thng nh phng php
h s tng quan, phng php phn tch nhn t khm ph EFA, v.v.. (Nguyn
nht Th, 2007; dn theo Bagozzi & Foxall 1996). L do l CFA cho php chng
ta kim nh cu trc l thuyt ca cc thang o lng nh mi quan h gia mt
khi nim nghin cu vi cc khi nim khc m khng b chch do sai s o
lng. Hn na, chng ta c th kim nh gi tr hi t v gi tr phn bit ca
thang o m khng cn dng nhiu nghin cu nh trong phng php truyn thng
MTMM (Nguyn nh Th dn, 2007; dn theo Steenkamp & Van Trijp, 1991).
Trong kim nh gi thuyt v m hnh nghin cu, m hnh cu trc tuyn tnh
cng c li th hn cc phng php truyn thng nh hi qui a bin v n c th
tnh c sai s o lng. Hn na, phng php ny cho php chng ta kt hp
c cc khi nim tim n vi o lng ca chng v c th xem xt cc o lng
c lp hay kt hp chung vi m hnh l thuyt cng mt lc. Chnh v vy,
phng php phn tch m hnh cu trc tuyn tnh c s dng rt ph bin trong
ngnh tip th trong nhng nm gn y v thng c gi l phng php phn
tch thng tin th h th hai (Nguyn nh Th, 2007; dn theo Hulland & ctg,
1996).
HV: Duy Nht
Lun vn thc s
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48
o lng mc ph hp ca m hnh vi thng tin th trng, nghin cu ny

s dng cc ch tiu Chi-bnh phng, ch s thch hp so snh CFI (comparative fit
index), ch s TLI (Tucker & Lewis index) v ch s RMSEA (root mean square
error approximation). M hnh c gi l thch hp khi php kim nh Chi-bnh
phng c gi tri p > 5%. Tuy nhin, Chi-bnh phng c nhc im l n ph
thuc vo kch thc mu. Nu mt m hnh nhn c gi tr GFI, TLI v CFI t
0.9 n 1, CMIN/df c gi tr < 3, RMSEA c gi tr < 0.08 th m hnh ny c
xem l ph hp (tng thch) vi d liu th trng.
Cc ch tiu nh gi l: (1) h s tin cy tng hp (composite reliability), (2) tng
phng
sai
trch
(variance
extracted),
(3)
tnh
nguyn
(unidimensionality), (4) gi tr hi t (convergent validity), v (5) gi tr phn bit

(discriminant validity).
Phng php c lng ML (maximum likelihood) c s dng c lng cc
tham s trong cc m hnh. L do l khi kim nh phn phi ca cc bin quan st
th phn phi ny lch mt t so vi phn phi chun, tuy nhin hu ht cc kurtoses
v skewness u nm trong khong [-1, +1] nn ML vn l phng php c lng
thch hp (Nguyn nh Th, 2007; dn theo Muthen & Kaplan, 1985). (tham kho
thm ph lc 2.1 v h s kurtosis v skewness).
Thang o SERVPERF theo kt qu nh gi s b trn bao gm bn thnh
phn v 21 bin quan st. Tuy nhin khi kim nh bng CFA th bin quan st
TAN01 c trng s tng i nh (0.41). Gi tr ny nh hn tiu chun cho php
(0.50). Hn na thch hp ca m hnh vi d liu th trng thp hn so vi khi
khng c bin ny trong m hnh o lng. Ngoi ra, ngha ni dung ca bin
quan st ny c bao hm trong cc bin cn li, do , loi b bin TAN01
vn m bo gi tr ni dung cho thang o, v m hnh sau khi loi bin c trnh
by (Hnh 4.1)
HV: Duy Nht
Lun vn thc s
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49
Kt qu CFA ( iu chnh theo Modification Index) cho thy m hnh c gi tr

thng k Chi-bnh phng l 354.96 vi bc t do l 155 v p = 0.000. Tuy nhin
khi tnh tng i theo bc t do CMIN/df t 2.29 < 3, t yu cu v tng
thch. Hn na, cc ch tiu khc cng t yu cu (TLI = 0.947; CFI = 0.957 v
RMSEA = 0.055), cho thy m hnh ny ph hp vi d liu th trng.
Tuy nhin, ch c thang o ca thnh phn S hu hnh (TAN) t c s n
hng. Thang o ca cc thnh phn khc khng t c tnh n hng do c s
tng quan gia cc sai s ca cc bin quan st (xem Hnh 4.1).
Cc trng s ( i ) u cao ( thp nht l PRO10 = .57) v c ngha thng k ( cc
gi tr p u bng 0.000). Nh vy cc bin dng o lng cho cc thnh phn
u t c gi tr hi t. H s tng quan gia cc khi nim (xem Hnh 4.1)
cho thy rng cc h s ny nh hn 1, c ngha thng k ( p = 0.000) v cc h
s ti hn cr > 2. V vy cc khi nim S hu hnh, S chuyn nghip, Nhn vin
v S ng cm t gi tr phn bit (xem Bng 4.6)
Bng 4.6 Kt qu kim nh gi tr phn bit gia cc thnh phn thang o
SERVPERF
Mi quan h
se
1-r
cr
TAN
<-->
PRO
0.586
0.074
0.414
5.595
0.000
TAN
<-->
STA
0.499
0.073
0.501
6.863
0.000
EMP
<-->
TAN
0.483
0.070
0.517
7.386
0.000
PRO
<-->
STA
0.720
0.079
0.280
3.544
0.000
EMP
<-->
STA
0.763
0.082
0.237
2.890
0.000
EMP
<-->
PRO
0.709
0.074
0.291
3.932
0.000
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
50
2 = 354.96; df = 155; p = .000; CMIN/df = 2.29

CFI = .957; TLI = .947; RMSEA =. 055
.73
TAN
TAN02
e2
TAN03
e3
TAN04
e4
PRO05
e5
.77
PRO06
e6
.79
PRO07
e7
PRO08
e8
PRO09
e9
PRO10
e10
PRO11
e11
STA12
e12
STA13
e13
STA14
e14
.69
.78
.59
.80
PRO
.67
.57
.50
-.12
.72
.66
.11
.23
.48
.72
.73
.71
.73
.81
STA
.66
.76
.82
.76
STA15
e15
STA16
e16
STA17
e17
EMP18
e18
EMP19
e19
EMP20
e20
EMP21
e21
.12
.26
.67
.78
.14
.33
.79
.67
EMP
.49
.40
Hnh 4.1 Kt qu CFA thang o SERVPERF
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
51
Ngoi ra, tin cy tng hp cc thang o u t gi tr cao (thp nht l

0.778) v phng sai trch cc thnh phn ca thang o SERVPERF u ln hn
50% (Bng 4.7).
Bng 4.7 Bng tm tt kt qu kim nh thang o
S bin
tin cy
Phng sai
Trung bnh
quan st
tng hp
trch
h s ti
S hu hnh (TAN)
0.778
0.539
0.73
Chuyn nghip (PRO)
0.878
0.510
0.71
Nhn vin (STA)
0.876
0.542
0.73
S ng cm (EMP)
0.846
0.597
0.76
Thnh phn
Gi tr
(hi t v phn
bit)
Tha mn
Kt qu cho thy rng thang o cc thnh phn ca SERVPERF t yu cu v

gi tr v tin cy. Do c s bin i ca cc thnh phn ca m hnh SERVPERF
trong nghin cu ny, nn m hnh SERVPERF c hiu chnh li nh Hnh 4.2
di y.
SERVPERF
S hu hnh
S chuyn nghip
Nhn vin
Cht lng
dch v
Hng Khng
S ng cm
Hnh 4.2 M hnh SERVPERF (hiu chnh)
HV: Duy Nht
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52
4.3.2 Thang o Airline Industry (AIB)

Kt qu nh gi s b trn cho thy thang o AIB bao gm 4 thnh phn v
18 bin quan st. Thnh phn Hnh l (BAG) gm bn bin quan st, Th tc n
b (BUM) gm ba bin quan st, Nng lc hng (CAP) bao gm su bin quan st
v Tin nghi trn chuyn bay (COM) gm nm bin quan st.
Tt c cc bin ny u t yu cu v s c s dng cho phn tch CFA tip
theo.
Kt qu phn tch CFA (sau khi iu chnh cc cp sai s o lng gia cc
bin) c trnh by Hnh 4.3. Kt qu cho thy gi tr thng k Chi-bnh phng
l 216.140 vi bc t do l 121 v p = 0.000. Tuy nhin khi tnh tng i tr Chibnh phng theo bc t do CMIN/df t 1.786 < 3, t yu cu v tng thch.
Hn na, cc ch tiu khc TLI = 0.977; CFI = 0.971 v RMSEA = 0.043 u t
yu cu, iu ny khng nh rng m hnh ny ph hp vi d liu th trng.
Tuy nhin, tt c thang o ca cc thnh phn u khng t c tnh n hng
do c s tng quan gia cc sai s ca cc bin quan st (xem Hnh 4.3)
HV: Duy Nht
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53
2 = 216.140; df = 121; p = .000; CMIN/df = 1.786

CFI = .977; TLI = .971; RMSEA =. 043
e22
BAG22
.74
e23
BAG23
.73
e24
BAG24
.28
.90
BAG
.61
e25
BAG25
.54
e26
BUM26
.78
e27
BUM27
.79
.33
.34
BUM
.51
.86
e28
BUM28
e32
COM32
.75
e33
COM33
.72
e34
COM34
.83
.46
.54
.53
.25
COM
.55
.76
e35
COM35
e36
COM36
.63
.67
e29
CAP29
e30
CAP30
e31
CAP31
e37
CAP37
e38
CAP38
e39
CAP39
.29
.70
.72
.65
.71
.33
CAP
.69
.68
.28
Hnh 4.3 Kt qu CFA thang o AIB
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
54
Cc trng s ( i ) ca cc bin quan st u cao (thp nht l BAG25 = 0.61),

v u c ngha thng k (cc gi tr p = 0.000). Nh vy cc bin dng o
lng cho cc thnh phn u t c gi tr hi t.
H s tng quan gia cc khi nim ( xem hnh 4.3 ) cho thy rng cc h s ny
nh hn 1, c ngha thng k (p = 0.000) v cc h s ti hn cr > 2. V vy cc
khi nim Hnh l, n b, Nng lc hng v S tin nghi t gi gi tr phn bit
(xem thm Bng 4.8)
Bng 4. 8 Kt qu kim nh gi tr phn bit gia cc thnh phn thang o AIB
Mi quan h
se
1-r
cr
BAG
<-->
BUM
0.540
0.074
0.460
6.216
0.000
BAG
<-->
COM
0.514
0.071
0.486
6.845
0.000
CAP
<-->
BAG
0.543
0.074
0.457
6.176
0.000
BUM
<-->
COM
0.459
0.071
0.541
7.620
0.000
CAP
<-->
COM
0.671
0.081
0.329
4.062
0.000
CAP
<-->
BUM
0.546
0.076
0.454
5.974
0.000
tin cy tng hp ca cc thnh phn thang o u rt cao, thp nht l thnh

phn Nng lc hng (CAP) = 0.882. Phng sai trch t c ca cc khi nim
u cao, ln hn 50%, ngoi tr thnh phn Nng lc hng (CAP) ch t 0.478
(xem Bng 4.9).
Vi kt qu ny, th tt c thang o cc thnh phn ca AIB u t yu cu v
gi tr v tin cy.
Bng 4. 9 Bng tm tt kt qu kim nh thang o AIB
S bin
tin cy
Phng sai
Trung bnh
quan st
tng hp
trch
h s ti
Hnh l (BAG)
0.890
0.570
0.747
n b (BUM)
0.912
0.661
0.812
Tin nghi (COM)
0.897
0.550
0.739
Nng lc hng (CAP)
0.882
0.478
0.690
Thnh phn
HV: Duy Nht
Gi tr
(hi t v
phn bit)
Tha mn
Lun vn thc s
Qun tr kinh doanh
55
Do s bin i cc thnh phn ca m hnh thang o AIB trong nghin cu ny nn

m hnh AIB c hiu chnh li nh sau (Hnh 4.4)
Air Industry
X l hnh l
Th tc n b
Cht lng
dch v
hng khng
Nng lc hng
Tin nghi trn chuyn bay
Hnh 4. 4 M hnh Airlines Industry Base hiu chnh
4.3.3 Thang o s tha mn

.46
.12
.46
e42
e41
e40
.64
.66
SAT40
.81
.54
SAT41
.80
e43
.76
SAT42
.87
e45
e44
.49
LOY43
.70
.68
.78
.60
LOY44
.55
LOY45
2 = 6.172; df = 4
p = .187; CMIN/df = 1.543
CFI = .999; TLI = .996
RMSEA =. 036
.74
SAT
Hnh 4. 5 Kt qu CFA ca thang o S tha mn (chun ha)
Kt qu kim nh CFA thang o S tha mn sau khi iu chnh cc sai s

o lng gia cc bin nh e40-e41, e41-e42, e43-e44 c trnh by Hnh 4.5
Tr thng k Chi-bnh phng ca thang o l 6.172, bc t do l 4 vi p = 0.187
th hin thang o ph hp vi d liu th trng. Cc ch tiu o lng ph hp
khc cng t c rt cao (TLI = 0.999, CFI = 0996, CMIN/df = 1.543). Tuy nhin
thang o ny khng t c s n hng v c mi tng quan gia sai s cc
bin quan st. Cc trng s ( i ) cng cao (thp nht l LOY43 = 0.70) v t mc
HV: Duy Nht
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56
ngha thng k (tt c gi tr gi tr p = 0.000). Gi tr trung bnh trng s ca cc

thang o ny t 0.784. Nh vy cc bin quan st ca thang o ny t gi tr hi
t. Gi tr ca tin cy tng hp ca thang o ny t 0.929 v phng sai trch
c l 61.7%. Nh vy thang o ny t c tiu chun v tin cy v phng
sai trch
Bng 4. 10 Bng tm tt kt qu kim nh thang o S tha mn
Khi nim
S bin
quan st
tin cy
tng hp
Phng
sai trch
Trung bnh
h s ti
Gi tr
(hi t v phn bit)
S tha mn
(SAT)
0.929
0.617
0.784
Tha mn
4.3.4 Kim nh gi tr phn bit gia cc khi nim nghin cu

kim nh gi tr phn bit ca cc khi nim nghin cu c xem xt
trong nghin cu ny, mt m hnh ti hn (saturated model) c thit lp. M
hnh ti hn l m hnh m trong cc khi nim nghin cu c t do quan h
vi nhau (Nguyn nh Th, 2007; dn theo Anderson & Gerbing, 1988).
M hnh o lng ti hn (thang o SERVPERF)
i vi m hnh ny kt qu phn tch CFA cho thy tr thng k Chi-bnh
phng l 563.676 vi bc t do df = 283 v gi tr p = 0.000. Tuy nhin khi tnh
tng i theo bc t do CMIN/df t 1.992, t yu cu cho tng thch. Hn
na, cc ch tiu khc cng t yu cu (TLI = 0.955, CFI = 0.961 v RMSEA =
0.049) (xem Bng 4.11). Nh vy c th kt lun m hnh ti hn t c
tng thch vi d liu th trng (xem ph lc 4.4).
Bng 4. 11 Cc gi tr kim nh
Chi-bnh phng
df
p
CMIN/df
TLI
CFI
RMSEA
HV: Duy Nht
563.676
283
0.000
1.992
0.955
0.961
0.049
Lun vn thc s
Qun tr kinh doanh
57
Tuy h s tng quan gia hai khi nim km vi sai lch chun cho thy chng
khc 1, nhng gi tr ti hn c.r < 2 (xem Bng 4.12).
Bng 4. 12 Kt qu kim nh gi tr phn bit gia hai khi nim
(thang o SERPERF)
SAT
Mi quan h
<-->
SERV QUAL
r
0.859
se
0.107
1-r
0.141
cr
1.318
p
0.000
Do v mt ngha s hc th r rng nghin cu ny hai khi nim cht

lng dch v (SERV QUAL) v S tha mn (SAT) khng t c gi tr phn
bit.
M hnh o lng ti hn (thang o Airline Industry - AIB)
Kt qu phn tch CFA cho thy tr thng k Chi-bnh phng l 420.092 vi
bc t do df = 235 v gi tr p = 0.000. Tuy nhin khi tnh tng i theo bc t do
CMIN/df t 1.788, t yu cu cho tng thch. Hn na, cc ch tiu khc
cng t yu cu (TLI = 0.967, CFI = 0.972 v RMSEA = 0.043) (xem Bng 4.13).
Nh vy c th kt lun m hnh ti hn t c tng thch vi d liu th
trng (xem ph lc 4.10).
Bng 4. 13 Cc gi tr kim nh
Chi-bnh phng
df
P
CMIN/df
TLI
CFI
RMSEA
420.092
235
0.000
1.788
0.967
0.972
0.043
Cng tng t nh trn, tuy h s tng quan gia hai khi nim km vi sai lch
chun cho thy chng u khc vi 1 (xem Bng 4.14), nhng h s ti hn c.r < 2.
Nn v mt ngha con s th hai khi nim trong m hnh ny khng t c gi
tr phn bit.
Bng 4. 14 Kt qu kim nh gi tr phn bit gia hai khi nim
(thang o AIB)
SAT
Mi quan h
<-->
SERV QUAL
HV: Duy Nht
r
0.83
se
0.098
1-r
0.17
cr
1.735
p
0.000
Lun vn thc s
58
Qun tr kinh doanh
Theo kt qu kim nh gi tr phn bit gia hai khi nim cht lng dch v v
v s hi lng khch hng. Th trong c hai m hnh SERVPERF v AIB, hai khi
nim ny v mt ngha s hc, chng khng t c gi tr phn bit.
Tuy nhin v mt l thuyt, th s tha mn ca khch hng v cht lng dch v
l hai khi nim hon ton phn bit nhng c quan h gn vi nhau. Cht lng
dch v l khi nim khch quan, mang tnh lng gi v nhn thc, trong khi ,
s hi lng l s kt hp ca cc thnh phn ch quan, da vo cm gic v cm
xc (Nguyn Thnh Long, 2006; dn theo Shemwell, 1998). Ngoi ra, Zeithalm &
Bitner (2000), cho rng s tha mn ca khch hng v cht lng dch v l hai
khi nim khc bit. Trong khi s tha mn khch hng l quan im chung chung
v b tc ng bi nhiu yu t nh: cht lng sn phm, cht lng dch v, gi
c, yu t tnh hung, yu t c nhn, th cht lng dch v ch tp trung vo cc
thnh phn c th ca dch v (Sultan, F. and Simpson, M.C., 2000). Bn cnh ,
Parasuraman v cng s (2001), cho rng gia cht lng dch v v s tha mn
ca khch hng tn ti mt s khc bit v im khc bit c bn nht l vn
"nhn qu" (Sultan, F. and Simpson, M.C., 2000).
Vi thc t nghin cu ny, cht lng dch v l mt khi nim cp hai, c o
lng thng qua cc khi nim cp mt khc, cc khi nim cp mt ny o lng
cm nhn ca khch hng v cc thnh phn ca dch v mang tch khch quan v
c th. Trong khi s tha mn ca khch hng l mt khi nim bc mt, o lng
s tha mn khch hng thng qua cc bin quan st, mang tnh ch quan, chung
chung v b nh hng bi nhiu yu t khc. R rng v mt l thuyt v thc t
o lng nghin cu ny th hai khi nim Cht lng dch v v S hi lng l
hai khi nim phn bit. V h s tng quan gia hai khi nim ny l kh ln,
r=0.86 (m hnh SERVPERF) v r=0.83 (m hnh AIB), iu ny chng t rng tuy
hai khi nim ny phn bit nhng chng tng quan mnh vi nhau nghin cu
ny.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
59
4.3.5 iu chnh m hnh nghin cu

Kt qu kim nh cc thang o, EFA v CFA cho thy khi nim S tha
mn v Lng trung thnh v mt l thuyt l hai khi nim phn bit, nhng v mt
thc tin nghin cu ny l mt khi nim n hng, v c gi chung l S
tha mn. S tha mn biu th s thoi mi, cm thy tha mn ca khch hng khi
s dng dch v bay ca Hng v c xu hng s dng lp li ng thi s ni
nhng li ni tt p (word of mouth) v Hng ti ngi khc. Trn c s ny, m
hnh nghin cu c hiu chnh li nh Hnh 4.6, vi gi thuyt:
Gi thuyt H1: Nu mc cm nhn ca khch hng v cht lng dch
v ca Hng tng hay gim th mc Tha mn ca h s tng hay gim
theo.
H1+
Cht lng dch v
hng khng
S tha mn khch
hng
Hnh 4. 6 M hnh nghin cu hiu chnh
4.4 Kim nh m hnh nghin cu

Nh trnh by trong chng 3, phng php phn tch cu trc tuyn tnh
SEM c s dng kim nh cc m hnh nghin cu. Tng t nh lc kim
nh m hnh thang o, phng php c lng ML c s dng c lng cc
tham s ca cc m hnh.
4.4.1 Kim nh m hnh nghin cu (thang o SERVPERF)
M hnh l thuyt chnh thc sau khi iu chnh ch cn hai khi nim l
Cht lng dch v (SERV QUAL) v khi nim S tha mn (SAT) (xem Hnh
4.6). Trong SERV QUAL l khi nim c lp (exogneous construct), bc hai
cn SAT l khi nim ph thuc (endogenous constructs), bc mt.
Kt qu phn tch cu trc tuyn tnh cho thy m hnh c 283 bc t do vi gi tr
thng k Chi-bnh phng l 563.676 vi p = 0.000.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
60
Tuy nhin khi tnh tng i theo bc t do CMIN/df th gi tr cho thy m hnh
t mc thch hp vi d liu th trng (1.992). Hn na, cc ch tiu nh gi
mc ph hp khc u t yu cu (TLI = 0.955; CFI = 0.961; RMSEA = 0.49)
(xem Hnh 4.7). Nh vy, chng ta c th kt lun l m hnh ny thch hp vi d
liu thu thp t th trng.
2 = 563.676; df = 283; p = .000; CMIN/df = 1.992

CFI = .961; TLI = .955; RMSEA =. 049
e2
TAN02
e3
TAN03
e4
TAN04
e5
PRO05
e6
PRO06
.73
.69
.39
TAN
.78
d4
.79
.77
e7
PRO07
e8
PRO08
-.14
.79
.73
PRO
.67
e9
.12
e10
PRO09 .56
.66
PRO10
d5
PRO11
.74
STA12
.50
e13
STA13
e14
STA14
e15
STA15
e16
STA16
e17
STA17
.72
e18
EMP18
e19
EMP19
STA
e20
EMP20
e21
EMP21
SAT41
e41
SAT42
e42
.76 LOY43
.73
LOY44
e43
e44
LOY45
e45
.84
.32
.68
.56
.48
.68
.70
.83
.68
d6
.82
.29
.42
SAT
d2
.70
.81
.79
.35
.86
.84
.74
e40
.85
SERV QUAL
e12
SAT40
.84
.87
.23
e11
.63
.76
.74
.66
.79
.69
EMP
d7
Hnh 4. 7 Kt qu SEM ca m hnh l thuyt (SERVPERF)
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
61
Kt qu c lng chun ha ca h s hi qui c trnh by trong Bng 4.15

(xem thm ph lc 4.5 v 4.6 cho c lng ca cc tham s cn li). Kt qu ny
cho thy rng cc mi quan h u c ngha v mt thng k (p<0.05).
Bng 4. 15 Kt qu kim nh mi quan h nhn qu gia hai khi nim
Mi quan h
SERV QUAL SAT
ML
0.859
se
0.090
cr
9.574
p
0.000
4.4.1.1 Phn tch kt qu t m hnh nghin cu (SERVPERF)

Kt qu SEM khng nh m hnh nghin cu ph hp tt vi d liu th
trng. Kt qu cng cho thy rng, khi nim cht lng dch v (SERVQUAL) l
mt khi nim bc hai c ch bo (phn nh) bi 4 khi nim bc mt (hay l 4
thnh phn) l: S hu hnh (TAN), S chuyn nghip (PRO), Nhn vin (STA)
v S ng cm (EMP). H s ti ca cc thnh phn c trnh by trong Bng
4.16
Bng 4. 16 H s ti ca cc thnh phn thang o SERVPERF
TAN
STA
EMP
PRO
Mi quan h
<--SERV QUAL
<--SERV QUAL
<--SERV QUAL
<--SERV QUAL
0.627
0.840
0.831
0.870
r2
0.393
0.706
0.691
0.757
p
0.000
0.000
0.000
0.000
H s ti ca cc thnh phn u ln v t yu cu( >0.5) (thp nht l thnh phn

S hu hnh TAN = 0.627), v tt c u c ngha thng k (p = 0.000). Trong ,
thnh phn S chuyn nghip (PRO) c mc phn nh ln nht cho cht lng
dch v (SERV QUAL) vi
= 0.87, tip theo l Nhn vin ( = 0.84), ng cm
( = 0.83) v S hu hnh ( = 0.63).

Thnh phn S chuyn nghip (PRO)
Theo kt qu SEM th y l thnh phn nh hng ln nht n cht lng
dch v ca hng, h s ti ln Cht lng dch v l rt ln
= 0.87 v 76% s
thay i phng sai ca thnh phn ny c gii thch bi CLDV. Thnh phn
PRO c biu din bi 7 bin nh trong Bng 4.17. H s ti ca cc bin quan st
u ln v c ngha thng k.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
62
Bng 4. 17 Thnh phn S chuyn nghip (PRO)

Bin quan st
Cung cp dch v ng nh cam kt
Quan tm gii quyt tr ngi cho khch hng
Phc v ng tin cy
Tnh ng gi
C gng trnh khng xy ra sai st
Cp nht thng tin kp thi v chuyn bay
Gii quyt s c nhanh chng
PRO05
PRO06
PRO07
PRO08
PRO09
PRO10
PRO11
<-<-<-<-<-<-<--
PRO
PRO
PRO
PRO
PRO
PRO
PRO
.789
.768
.793
.728
.667
.559
.660
r2
.623
.590
.629
.530
.445
.312
.436
p
.000
.000
.000
.000
.000
.000
.000
Mean
3.157
3.145
3.262
2.688
3.233
3.376
3.05
Nh vy, nghin cu ny S chuyn nghip (PRO) l thnh phn quan trng nh

hng nhiu nht n cht lng dch v ca Hng. Tuy nhin khi phn tch tr
trung bnh ca cc bin quan st th kt qu cho thy rng, khch hng nh gi
khng cao v thm ch nh gi thp thnh phn ny, v d nh: Tnh ng gi ca
chuyn bay PRO08 = 2.688, hay Gii quyt s c nhanh chng PRO11 = 3.05,
Quan tm gii quyt tr ngi cho khch hng PRO06 = 3.145Thng thng khi
khch hng i my bay, phn ln l h mun i n ni c nhanh chng, do
s hon hy chuyn bay l iu lm cho khch hng c cm nhn khng tt v nh
gi thp v dch v ca Hng. Do , vic hn ch mt cch ti a tnh trnh hon
hy chuyn bay l iu rt quan trng. Ngoi ra Hng cn quan tm ci tin hn
na cc yu t khc trong thnh phn ny.
Thnh phn Nhn vin (STA)
Mt trong nhng c im ca dch v l tnh khng ng nht, cht lng
dch v c th thay i ty theo nhn vin phc v. i vi dch v Hng khng th
mc tng tc gia khch hng v nhn vin, tip vin ca hng l kh cao. Do
, nng lc, hnh vi, thi ca nhn vin ca Hng l yu t quyt nh n cht
lng dch v ca Hng.
Thc t nghin cu ny, thnh phn Nhn vin (STA) c h s ti ln cht lng
dch v cng rt ln
= 0.84, v 70,6% s thay i phng sai ca thnh phn ny
c gii thch bi Cht lng dch v (SERV QUAL). Thnh phn STA c o
lng bng 6 bin quan st (Bng 4.18), cc bin c h s ti ln thnh phn STA
cng kh cao v c ngha thng k.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
63
Bng 4. 18 Thnh phn nhn vin

Bin quan st
Sn sng gip khch hng
p ng nhanh khi khch hng c yu cu
C th tin tng c
To cm gic yn tm yn tm cho khch
Lch s nh nhn
C y thng tin tr li cho khch hng
STA12
STA13
STA14
STA15
STA16
STA17
<-<-<-<-<-<--
STA
STA
STA
STA
STA
STA
.742
.720
.806
.791
.703
.676
r2
.551
.518
.650
.626
.494
.457
p
.000
.000
.000
.000
.000
.000
mean
3.502
3.35
3.457
3.486
3.576
3.414
Kt qu phn tch gi tr trung bnh cc bin quan st trong thnh phn ny cho
thy khch hng nh gi v nhn vin mc tng i, cao nht l bin Lch s
nh nhn c mean = 3.576, Sn sng gip khch hng c mean = 3.502, C y
thng tin tr li cho khch hng mean = 3.414 (xem Bng 4.18). Do s
ng gp vo cht lng dch v ca thnh phn ny, nn cc yu t nh: nng lc
ca Nhn vin, thi , hnh vi ca nhn vin cn c Hng quan tm v ci thin
hn na, bng cch cho nhn vin, tip vin v i ng tip xc trc tip khch
hng tham gia cc kha hun luyn.
Thnh phn ng cm (EMP)
Sau thnh phn Nhn vin l thnh phn ng Cm (EMP), kt qu cho thy
thnh phn EMP c h s ti ln Cht lng dch v (SERV QUAL) cng tng i
cao = 0.831 vi 69.1% s thay i phng sai c gii thch bi Cht lng dch
v. Cc bin quan st c trng s tng i cao v u c ngha thng k (Bng
4.19)
Bng 4. 19 Thnh phn EMP
Bin quan st
Hng quan tm n c nhn khch hng
Nhn vin bit quan tm n khch hng
Nhn vin hiu c mong mun ca khch
Hng coi trng li ch ca khch hng
EMP18
EMP19
EMP20
EMP21
<-<-<-<--
EMP
EMP
EMP
EMP
.827
.747
.658
.787
r2
.684
.558
.433
.619
p
.000
.000
.000
.000
Mean
3.174
3.279
3.071
3.074
Gi tr trung bnh cc nh gi ca khch hng cho thnh phn ny mc trung

bnh, cao nht l bin Nhn vin bit quan tm n khch hng c mean = 3.279.
iu ny chng t rng, trong cm nhn ca khch hng th mc ng cm ca
Hng v nhn vin i vi khch hng ch mc trung bnh. Do s nh hng
ca thnh phn ng cm (EMP) ln Cht lng dch v nn hng cn c nhng
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
64
chnh sch hp l th hin s quan tm n i tng khch hng ca mnh cng

nh hun luyn i ng nhn vin bit quan tm chm sc n c nhn khch hng
trong lc cung cp dch v cho h.
Thnh phn Hu hnh (TAN)
Hnh nh bn ngoi ca dch v c th hin quan cch n mc ca nhn
vin, tnh trng trang thit b, c s vt cht s dng cho vic cung cp dch v,
cng gp phn to nn cht lng dch v. Kt qu SEM cho thy thnh phn Hu
hnh (TAN) c h s ti ln Cht lng dch v l
= 0.627 vi 39.3% s thay i
ca phng sai c gii thch bi Cht lng dch v. Cc bin quan st c h s

ti ln thnh phn TAN cng cao v u c ngha thng k (xem Bng 4.20).
Bng 4. 20 Thnh phn Hu hnh (TAN)
Bin quan st
Trang thit b trng bt mt
Nhn vin n mc p
C s vt cht tng xng vi dch v
r2
p
mean
0.732 0.536 0.000 3.25
0.692 0.479 0.000 3.664
0.777 0.604 0.000 3.357
TAN02
TAN03
TAN04
<-<-<--
TAN
TAN
TAN
Theo nh gi ca khch hng, ch c gi tr bin TAN03 (Nhn vin n mc

p, gn gng) c gi tr trung bnh kh cao mean = 3.664. Hai bin cn li c tr
trung bnh l tng i. iu ny khng nh rng, nhng g biu hin bn ngoi
ca Hng cha li cun v hp dn c khch hng, ch dng li mc trung
bnh. Do tnh quan trng ca thnh phn Hu hnh trong vic to ra cht lng dch
v, Hng cn quan tm hn na trong vic ci thin b mt, v b ngoi ca quy
trnh dch v.
Tm li, Cht lng dch v c phn nh bi 4 thnh phn theo th t l Nng
lc hng (CAP), Nhn vin (STA), S ng cm (EMP) v S hu hnh (TAN).
4.4.1.2 Kim nh gi thuyt (thang o SERVPERF)
Gi thuyt H1 pht biu l Nu mc cm nhn ca khch hng v cht
lng dch v ca Hng tng hay gim th mc Tha mn ca h s tng hay
gim theo.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
65
Kt qu c lng cho thy mi quan h nhn qu gia Cht lng dch v cm

nhn (SERV QUAL) v S tha mn (SAT) theo thang o SERVPERF l 0.86 vi
sai lch chun (se) l 0.09 v gi tr c lng ny c ngha thng k (p < 0.000).
Nh vy gi thuyt ny c chp nhn.
Ngoi ra h s r 2 ca khi nim S tha mn l 0.74 cho thy rng 74% s thay i
phng sai ca S tha mn c gii thch bi Cht lng dch v (SERV
QUAL). iu ny ni ln rng Cht lng dch v l yu t quan trng chim t
trng ln to nn S tha mn cho khch hng ca Vit Nam Airline.
4.4.2 Kim nh m hnh nghin cu (thang o AIB)
Kt qu phn tch cu trc tuyn tnh cho thy m hnh c 235 bc t do vi
gi tr thng k Chi-bnh phng l 436.149 vi p = 0.000.
Tuy nhin khi tnh tng i theo bc t do CMIN/df th gi tr cho thy m hnh
t mc thch hp vi d liu th trng (1.856). Hn na, cc ch tiu nh gi
mc ph hp khc u t yu cu (TLI = 0.964; CFI = 0.970; RMSEA = 0.45)
(xem Hnh 4.8). Nh vy, chng ta c th kt lun l m hnh ny thch hp vi d
liu thu thp t th trng.
Kt qu c lng (chun ha) ca h s hi qui c trnh by Bng 4.21 (xem
ph lc cho c lng ca cc tham s cn li). Kt qu ny cho thy rng cc mi
quan h u t ngha thng k (p < 5%).
Bng 4. 21 Kt qu kim nh mi quan h nhn qu gia hai khi nim
(m hnh AIB)
Mi quan h
SERV QUAL SAT
HV: Duy Nht
ML
0.829
se
0.081
cr
10.249
p
0.000
Lun vn thc s
Qun tr kinh doanh
66
2 = 436.149; df = 235; p = .000; CMIN/df = 1.856

CFI = .970; TLI = .964; RMSEA =. 045
.56
e22
BAG22
e23
BAG23
.80
e24
BAG24
e25
BAG25
.27
d1
.75
.73
.45
BAG
.90
.60
.67
BUM26
.79
.49
.28
e27
BUM27
.81
e28
BUM28
e32
COM32
e35
COM35
e36
COM36
e29
CAP29
e30
CAP30
e31
CAP31
.42
LOY43
.90
.81
.49
.53
LOY44
LOY45
.65
.73
.70
SAT
.69
.77
.59
.72
.83
.83
SERV QUAL
d6
COM
d5
.76
.23
.89
.70
d3
COM33
COM34
.66
SAT42
e45
e44
BUM
.75
e34
SAT41
e43
.72
.00
.53
e33
.80
.79
SAT40
.85
.31
e42
e41
e40
d2
e26
.53
.02
.62
.63
.82
.32
.69
.70
.65
.71
e37
CAP37
e38
CAP38
e39
CAP39
.32
d4
CAP
.66
.69
.69
.27
Hnh 4. 8 Kt qu SEM ca m hnh l thuyt (AIB)
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
67
4.4.2.1 Phn tch kt qu t m hnh nghin cu (thang o AIB)

Kt qu phn tch SEM nh Hnh 4.8 cho thy rng m hnh nghin cu ph
hp tt vi d liu th trng. Kt qu cng cho thy rng, khi nim cht lng
dch v (SERV QUAL) l mt khi nim bc hai c ch bo (phn nh) bi 4
khi nim bc mt (hay l 4 thnh phn) l: Nng lc hng (CAP), Hnh l
(BAG), n b (BUM) v v Tin nghi (COM). H s ti ca cc thnh phn c
trnh by trong Bng 4.22
Bng 4. 22 Trng s cc thnh phn thang o AIB
CAP
BAG
BUM
COM
Mi quan h
<--SERV QUAL
<--SERV QUAL
<--SERV QUAL
<--SERV QUAL
r2
p
0.664 0.000
0.449 0.000
0.489 0.000
0.594 0.000
0.815
0.670
0.699
0.771
H s ti ca cc thnh phn u ln (thp nht l thnh phn Hnh l BAG =

0.670), v tt c u c ngha thng k (p = 0.000). Trong , thnh phn Nng
lc hng (CAP) c mc phn nh ln nht cho cht lng dch v (SERV
QUAL) vi
= 0.815, tip theo l Tin nghi ( = 0.771), n b ( = 0.699) v
Hnh l ( = 0.67).
Thnh phn Nng lc hng (CAP)
Theo kt qu SEM (i vi thang o AIB) th y l thnh phn nh hng ln nht
n cht lng dch v ca Hng, h s ti ln Cht lng dch v l rt ln
0.815 v 66.4% s thay i phng sai ca thnh phn ny c gii thch bi

CLDV. Thnh phn CAP c biu din bi 6 bin nh trong Bng 4.23. H s ti
ca cc bin quan st u ln v c ngha thng k.
Bng 4. 23 Thnh phn Nng lc hng (CAP)
Bin quan st
r2
mean
Tn sut bay y
CAP37 <--
CAP .713 .508 .000 3.395
Gi bay thun tin
CAP38 <--
CAP .693 .480 .000 3.267
Cung cp ng bay
CAP39 <--
CAP .690 .476 .000
CAP31 <--
CAP .654 .428 .000 3.486
S dng trang thit b cn thit cho ch.bay
CAP30 <--
CAP .701 .491 .000
Dch v ca Hng an ton
CAP29 <--
CAP .690 .476 .000 3.557
HV: Duy Nht
3.29
3.61
Lun vn thc s
Qun tr kinh doanh
68
Nh vy, m hnh ny Nng lc hng (CAP) l thnh phn quan trng nh hng
nhiu nht n cht lng dch v ca Hng. Khi tin hnh phn tch tr trung bnh
ca cc bin quan st th kt qu cho thy rng, khch hng nh gi cao tnh an
ton v dch v ca hng, c th: Hng s dng nhng trang thit b cn thit
cho chuyn bay c mean = 3.61; Dch v ca hng l an ton c mean = 3.557. Tuy
nhin, khch hng nh gi thp v gi bay, v mng ng bay, c th: Gi bay
thun tin c mean = 3.267 v hng cung cp ng bay c mean = 3.29. Vic
m rng mng li ng bay ph thuc ln vo kh nng ca hng v mc hp
dn ca th trng mun khai thc bn cnh n cn ph thuc nhiu vo cc vn
php l khc na, do Hng cn xem xt v cn i cc ngun lc trong vic
ci thin vn n ny. Ngoi ra, vic sp xp li gi bay thun tin hn cho
khch hng l iu cn thit m hng cn quan tm n nhm nng cao hn na
cht lng dch v trong cm nhn ca khch hng.
Thnh phn tin nghi trn chuyn bay (COM)
Tin nghi trn chuyn bay c nh gi qua s thoi mi ca gh ngi, khoang
hnh khch, thc n v thc ung (Bng 4.24). Kt qu SEM cho thy, trong m
hnh AIB th thnh phn tin nghi COM c h s ti ln th hai (.771) vi 59.4% s
thay i ca phng sai c gii thch bi Cht lng dch v. Cc bin c h s
ti ln thnh phn COM u cao v c ngha thng k. (Xem Bng 4.24).
Bng 4. 24 Thnh phn tin nghi (COM)
r2
COM
.75
.57 .000
3.46
<--
COM
.72
.52 .000
3.36
COM34
<--
COM
.83
.69 .000
3.58
Gh ngi sch s v sinh
COM35
<--
COM
.76
.58 .000
3.65
Thc n thc ung tt
COM36
<--
COM
.63
.40 .000
3.26
Bin quan st
Gh ngi thoi mi
COM32
<--
Ch chn rng
COM33
Khoang hnh khch thng thong, mt m
Mean
Kt qu phn tnh tr trung bnh cc bin quan st trong thnh phn ny cho thy
khch hng nh gi tnh tin nghi trn my bay tng i cao, thp nht l nh
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gi v thc n v thc ung, mean = 3.26. Do hng cn quan tm hn na n

cht lng ba n cho khch hng.
Thnh phn Hnh l (BAG)
Hnh l c nh gi qua 4 bin quan st, giao nhn ng lc, x l cn thn v
m bo, giao nhn thun tin v hiu qu. Thnh phn ny c h s ti ln Cht
lng dch v l 0.670 vi 44.9% phng sai c gii thch bi cht lng dch v
Cc bin u c h s ti ln v c ngha thng k. Cc nh gi ca khch hng
mc trung bnh kh, thp nht l Qui trnh giao nhn thun tin c mean = 3.293
Bng 4. 25 Thnh phn Hnh l (BAG)
r2
Bin quan st
Mean
BAG22
<--
BAG .751 .564 .000 3.540
Hnh l c c x l cn thn m bo
BAG23
<--
BAG .730 .533 .000 3.424
Qui trnh giao nhn thun tin
BAG24
<--
BAG .896 .803 .000 3.293
BAG25
<--
BAG .618 .382 .000 3.448
V phn Hnh l khch hng nh gi cha cao, do hng cn quan tm ci tin

qui trnh giao nhn v bo qun hnh l c tt hn.
Thnh phn n b (BUM)
Th tc n b c o lng bi 3 bin l: thng tin v n b, Chnh sch n
b, v th tc. Kt qu SEM cho thy h s ti ca thnh phn ny ln cht lng
dch v l .669 vi 48.9% s thay i phng sai c gii thch bi Cht lng
dch v. Cc bin quan st u c h s ti ln v c ngha.
Bng 4. 26 Thnh phn n b (BUM)
Bin quan st
Thng tin v n b c cung cp
y
Chnh sch bi thng cng bng
tha ng
Th tc thun tin
r2
Mean
BUM26
<--
BUM
0.793
0.629
0.000
2.926
BUM27
<--
BUM
0.814
0.663
0.000
2.902
BUM28
<--
BUM
0.853
0.728
0.000
2.988
Kt qu phn tch tr trung bnh cc bin thnh phn ny cho thy, khch hng nh
gi thnh phn ny kh thp, cao nht l th tc n b c mean = 2.988. Kt qu
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phng vn trc tip khch hng trong giai on nghin cu nh tnh cho bit rng,
hu ht khch hng s dng thng xuyn dch v ca hng cho rng chnh sch
n b ca hng km v cha tha ng, cha quan tm n li ch ca khch hng.
V tnh quan trng ca thnh phn ny ln Cht lng dch v, hng cn quan tm
mt cch ng mc ci thin vn ny, gp phn nng cao cht lng dch v
tha mn khch hng.
4.4.2.2 Kim nh gi thit (thang o AIB)
Gi thuyt H1 pht biu l Nu mc cm nhn ca khch hng v cht
lng dch v ca Hng tng hay gim th mc Tha mn ca h s tng hay
gim theo.
Kt qu c lng nghin cu ny cho thy mi quan h nhn qu gia Cht
lng dch v cm nhn (SERV QUAL) v S tha mn (SAT) theo thang o AIB
l 0.83 vi sai lch chun (se) l 0.081 v gi tr c lng ny c ngha thng k
(p < 0.000). Nh vy gi thuyt ny c chp nhn.
Ngoi ra, h s r 2 ca khi nim S tha mn l 0.69 cho thy rng 69% s thay i
phng sai ca S tha mn c gii thch bi cht lng dch v (SERV QUAL).
iu ny chng t rng Cht lng dch v cm nhn c o lng theo thang o
AIB l yu t quan trng, chim t l ln trong vic to nn S tha mn cho khch
hng ti Vit Nam Airlines.
4.4.3 Kt qu kim nh gi thuyt v lin h thc t
Theo kt qu kim nh v mi quan h nhn qu gia cht lng dch v v
s hi lng khch hng, th trong c hai m hnh nghin cu, s nh hng ca cht
lng dch v ln s hi lng khch hng l rt ln, c th: r=0.86 m hnh
SERVPERF v r=0.83 m hnh AIB. iu ny chng t cht lng dch v chim
t trng ln trong vic to ra s tha mn khch hng. Trong l thuyt v s tha
mn khch hng, Sultan, F. and Simpson, M.C. (2000), cho rng s tha mn khch
hng b tc ng bi nhiu yu t nh: cht lng dch v, gi c, yu t tnh
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hung, yu t c nhnNhng vi kt qu nghin cu ny cho thy s nh hng

ca gi c v cc yu t khc ln s tha mn khch hng l khng ng k.
Lin h vi tnh hnh thc t th trng hng khng Vit Nam th th trng ni
a Vit Nam Airline chim n 85% th phn, ln hn rt nhiu so vi Jetstar
Pacific, v hn c v mt cht lng dch v. Do , th trng ni a t nhiu cn
mang yu t c quyn, v thc s c quyn trn mt s tuyn bay. Chnh v th
khch hng khng c s chn la cho chuyn i ca mnh cho d cht lng c tt
hay khng. Hn na, v s c quyn nn gi c cng c quyn, trong lc , vi
Jetstar trn mt s tuyn ng cnh tranh th gi v khng r hn bao nhiu nhng
cht lng dch v b ct gim v km hn. Do , khch hng khng c s chn
la v gi v m dng nh b p t chi ph cho chuyn i ca mnh. Vi thc t
ny, th gi c khng phi l yu t quan tm ca khch hng cho nn n khng to
nn s tha mn khch hng m yu t chnh v quan trng nht chnh l cht lng
dch v. Kt qu cng cho thy rng, cht lng dch v v s tha mn khch hng
l gn nh nhau, ngha l c cht lng th c s tha mn khch hng.
4.5 So snh hai m hnh
Nh phn tch trn, cc ch tiu nh gi ph hp ca m hnh vi d
liu th trng cho thy rng c hai m hnh u t c s thch hp.
Khi so snh hai m hnh, ta thy rng tr thng k Chi-bnh phng ca m hnh
SERVPERF l 563.676 ln hn Chi-bnh phng ca m hnh AIB l 436.149, tuy
nhin khi tnh tng i theo bc t do th ch s CMIN/df ca 2 m hnh u
khng c s khc bit ln (Bng 4.17)
Ngoi ra cc ch tiu nh gi ph hp khc nh: ch s thch hp so snh CFI
(comparative fit index); ch s TLI (Tucker & Lewis index) v ch s RMSEA (root
mean square error approximation) c hai m hnh u c gi tr gn bng nhau v
u t yu cu v thch hp (Bng 4.27).
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Bng 4. 27 So snh cc ch tiu nh gi ca hai m hnh

Cc ch tiu
S thnh phn
S bin quan st
Chi-bnh phng
Bc t do
p
CMIN/df
TLI
CFI
RMSEA
R 2 (SERV QUAL)
M hnh
Serperf
M hnh
Airline Industry
4
20
4
18
563.676
283
0.000
1.992
0.955
0.961
0.049
436.149
235
0.000
1.856
0.964
0.970
0.045
0.740
0.690
Tuy nhin, khi xt n mc gii thch ca thnh phn cht lng dch v (SERV
QUAL) ln s thay i phng sai ca S tha mn th kt qu cho thy m hnh
thang o SERVPERF gii thch tt hn t 74% so vi m hnh thang o AIB 69%.
V kt qu trong nghin cu ny cng c phn tng t nh kt qu trong bi
nghin cu ca Cuningham v cng s ti th trng M v Hn Quc nm 2002.
Kt qu cho thy rng h s R 2 hiu chnh ca m hnh SERVPERF ln hn so vi
m hnh AIB.
Tuy nhin, c hai m hnh thang o u thch hp vi d liu th trng, do nn
kt hp c hai m hnh ny trong vic nh gi S tha mn ca khch hng lnh
vc dch v hng khng.
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CHNG 5
NGHA V KT LUN
5.1 Gii thiu

Nghin cu ny c 3 mc tiu chnh l: (1) Kim nh m hnh SERVPERF
v m hnh Airline Industry base (AIB) trong lnh vc dch v Hng khng ti th
trng ni a Vit Nam m c th l Vit Nam Airline; (2) Kim nh m hnh l
thuyt v mi quan h gia Cht lng dch v s Tha mn v Lng trung thnh
ca khch hng. Vic xy dng m hnh nghin cu c da vo l thuyt v Cht
lng dch v, l thuyt v o lng v nh gi o lng c trn th trng th
gii. (3) So snh thch hp ca hai m hnh SERVPERF v AIB da vo kt qu
ca vic phn tch hai m hnh thang o ny;
Phng php nghin cu s dng kim nh m hnh o lng v m hnh
nghin cu bao gm hai bc chnh: nghin cu s b v nghin cu chnh thc.
Nghin cu s b c thc hin bng phng php nh tnh thng qua k thut
tho lun tay i. Nghin cu ny dng iu chnh, b sung cc bin quan st
cho hai m hnh thang o lm cho b thang o ph hp hn vi c im vn ha,
kinh t x hi th trng Vit Nam. Nghin cu chnh thc cng c thc hin
bng phng php nh lng thng qua k thut bt vn vi mu ly theo phng
php thun tin c kch thc l n = 420. Nghin cu ny dng kim nh li
thang o v m hnh nghin cu. Thang o c nh gi s b thng qua phng
php tin cy Cronbach Alpha v phn tch nhn t khm ph EFA. M hnh
thang o sau c kim nh li gi tr v tin cy thng qua phng php
phn tch nhn t khng nh CFA. M hnh l thuyt c kim nh thng qua
phng php phn tch m hnh cu trc tuyn tnh SEM vi s h tr ca phn
mm AMOS 5.0.
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Mc ch ca chng ny l tm tt li cc kt qu chnh v a ra kt lun t

nghin cu. Chng ny gm hai phn chnh, (1) tm tt kt qu ch yu v ng
gp v mt l thuyt, v phng php cng vi ngha ca chng i vi nh qun
tr v nh nghin cu, (2) cc hn ch v hng nghin cu tip theo.
5.2 Kt qu chnh v ng gp ca nghin cu
Kt qu chnh ca ti nghin cu ny hon thnh c 4 mc tiu ra.
Th nht, v m hnh o lng, vi 420 mu thu thp c, hai thang o c
nh gi s b bng tin cy Cronbach Alpha v phn tch nhn t khm ph
EFA. Kt qu nh gi s b cho thy m hnh SERVPERF gm 4 thnh phn vi
20 bin quan st; m hnh AIB cng bao gm 4 thnh phn vi 18 bin quan st.
Kt qu phn tch nhn t khng nh CFA cho thy m hnh SERVPERF bao gm
4 thnh phn: (1) S chuyn nghip ca hng c o lng bng 7 bin quan st;
(2) Nhn vin c o lng bng 6 bin quan st; (3) S ng cm c o lng
bng 4 bin quan st v (4) S hu hnh c o lng bng 3 bin quan st. M
hnh AIB bao gm 4 thnh phn: (1) Nng lc hng c o lng bng 6 bin
quan st; (2) Tin nghi c o lng bng 5 bin quan st; (3) b c o
lng bng 3 bin quan st v (4) Hnh l c o lng bng 4 bin quan st. Kt
qu cng cho thy hai m hnh thang o SERVPERF v AIB u t yu cu v
tin cy tng hp, phng sai trch, gi tr hi t v gi tr phn bit. Kt qu ny
c ngha sau:
(1) Kt qu ny cung cp mt h thng thang o lng Cht lng dch v cho
ngnh hng khng ti th trng Vit Nam.
(2) Cc nh nghin cu trong lnh vc tip th c th s dng, iu chnh, b
sung cc thang o lng ny cho cc nghin cu ca mnh trong lnh vc
tip th dch v ni chung v ngnh hng khng ni ring. Kt qu ca
nghin cu ny cng cho thy rng, khng nn o lng cc khi nim
tim n bng chnh chng. L do l mi i tng nghin cu c th hiu
cc bin tim n theo nhng cch khc nhau. C th nghin cu ny l
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khi o lng cht lng dch v hng khng chng ta phi c o lng
bng nhiu thnh phn v mi thnh phn phi c o lng bng nhiu
bin quan st.
(3) Kt qu nghin cu ny cng gi cho cc doanh nghip kinh doanh dch
v, t bit l dch v hng khng l: khng nn nh gi cht lng dch
v mt cch chung chung nh cht lng dch v ny cao hay thp v.v m
cht lng dch v phi c o bng mt tp nhiu thang o o lng
cc khi nim thnh phn c lin h vi nhau v chng cng to nn cht
lng dch v. Ngoi ra thang o lng trong nghin cu tip th phi c
kim nh gi tr v tin cy khi s dng chng. Nu vic ny khng
c thc hin mt cch hp l th gi tr ca kt qu nghin cu l vn
cn c xem xt li.
Th hai, v m hnh nghin cu, kt qu phn tch SEM cho thy cc ch s nh
gi ph hp nh CFI, TLI, RMSEA ca c hai m hnh u t yu cu. iu
ny c ngha rng c hai m hnh nghin cu u ph hp vi d liu th trung.
Vic chp nhn gi thuyt v mi quan h nhn qu gia Cht lng dch v hng
khng v S tha mn ca khch hng trong nghin cu ny, mang li mt s
ngha thit thc cho nhiu i tng khc nhau: i tng l cc doanh nghip kinh
doanh dch v ni chung v dch v hng khng ni ring, cc cng ty h tr tip
th qung co, khuyn mi, nghin cu th trng, cng nh cc nh nghin cu
trong ngnh tip th.
Trong mt nghin cu gn y v gi tr thng hiu ti th trng tiu dng Vit
Nam (Nguyn nh Th, 2007) cho thy rng, cht lng cm nhn l yu t
quan trng nht to nn gi tr thng hiu v l yu t chnh to nn s tha mn
v lng trung thnh ca khch hng. V vy, nu nm bt c nhng tiu ch to
nn cht lng dch v hng khng, cc nh kinh doanh ngnh hng khng s d
dng hn trong vic ci thin cht lng dch v ca mnh ngy cng p ng
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i hi ngy cng cao ca khch hng, ngha l lm tha mn h v tng bc duy

tr lng trung thnh ca h.
Trong bi cnh Vit Nam ang trong thi k m ca ngnh hng khng, cng vi
s xut hin ca cc hng hng khng gi r v tnh hnh bt n ca gi xng du
th gii (y l nguyn liu u vo ch yu ca ngnh hng khng, chim ti 35%
tng chi ph) th vic cnh tranh v gi, khuyn mi l yu im ca cc hng hng
khng truyn thng nh Vit Nam Airline. V kh cnh tranh cn li cho cc hng
truyn thng l Cht lng dch v. V vy nm bt c cc yu t cht lng dch
v v ci thin chng mt cch c hiu qu l yu t sng cn ca cc hng ny
trong c Viet Nam Airline.
Ngoi ra, kt qu c lng cc h s ti gia cc thnh phn ln khi nim cht
lng dch v hng khng u c ngha thng k. Kt qu ny mang li cho cc
nh qun tr mt s thng tin sau y:
Vi m hnh SERVPERF th thnh phn S chuyn nghip ca hng c mc
ng gp ln nht vo cht lng dch v hng khng ti Vit Nam Airline, th
hin vic hng gi ng li ha, my bay ct cnh ng gi, quan tm gii quyt
khiu ni cho khch hng v.vTip theo l thnh phn nhn vin,th hin nng
lc, thi phc v ca nhn vin. K n l thnh phn ng cm th hin s
quan tm n v chm sc khch hng v cui cng l S hu hnh th hin bi b
ngoi nh trang thit b, c s vt cht v.v
Vi m hnh AIB th thnh phn Nng lc hng gii thch nhiu nht cho cht
lng dch v hng khng, th hin mng li, tn sut bay, gi bay, nhn vin v
an ton ca dch v. Tip theo l thnh phn Tin nghi trn my bay, ri Th tc
n b v sau cng l X l hnh l.
Do , ci thin cht lng dch v hng khng, nh qun tr cn quan tm ci
thin cc yu t trn vi mc u tin hp l ty thuc vo ngun lc ca cng
ty.
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Th ba, kt qu so snh hai m hnh SERVPERF v AIB cho thy c hai m hnh
u ph hp vi d liu th trng. Tuy nhin, i vi m hnh thang o
SERVPERF th mc gii thch ca cht lng dch v ln s thay i phng sai
ca S tha mn ln hn (74%) so vi m hnh thang o AIB (69%). Kt qu ny
tng t vi kt qu ca Cuningham v cng s thc hin th trng hng khng
M v Hn Quc nm 2002. Tuy nhin, khi nh gi cht lng dch v hng
khng, vic nh gi mang tnh ton din v tng qut hn th cc nghin cu
cn kt hp hai m hnh vi nhau.
5.3 Hn ch ca nghin cu v hng nghin cu tip theo
Tng t nh bt k d n nghin cu no, nghin cu ny cn tn ti nhiu
hn ch.
Th nht, i tng ly mu l khch hng bay cng Vit Nam Airline trong
vng mt nm qua. V khch hng c hi v cm nhn ca h v dch v ca
Vit Nam Airline trong ln bay gn y nht, do nhng nh gi ca khch hng
c th b lch, b nh hng bi nhng ln bay trc . c c nhng nh
gi chnh xc hn, nh nghin cu nn phng vn khch hng v mt chuyn bay c
th ngay sau khi h thc hin xong chuyn bay .
Th hai, kt qu ca mu thu c c t l nam ln gn gp hai ln so vi n, c
th nam chim 63.6% v n chim 36.4%. Ngoi ra mu c thu thp khng theo
t l gia cc tuyn bay. Do , tnh tng qut ha ca mu l cha cao. nng
cao kh nng tng qut ca mu, nghin cu cn c lp li vi vic thu thp mu
theo mt t l hp l hn.
Khc phc hai hn ch trn l mt hng cho nghin cu tip theo.
Th ba, vi mc tiu ra, nghin cu ny ch xem xt s tc ng ca Cht
lng dch v n S tha mn ca khch hng. C th cn nhiu yu t khc na
gp phn vo vic gii thch cho s tha mn ca khch hng Vit Nam Airlines
nh gi c cm nhn, cm nhn v ri ro, cc chng trnh khuyn mi, chng
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trnh khch hng thng xuyn v.v...Vn ny a ra mt hng na cho cc

nghin cu tip theo.
Th t, nghin cu ny cha xem xt n s khch bit trong cm nhn ca cc
nhm khch hng khc nhau v cc thnh phn cht lng dch v v s tha mn
khch hng. Tin hnh xem xt thm vn ny cng l mt hng cho nghin cu
tip theo.
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Ti liu tham kho.

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HV: Duy Nht
Lun vn thc s
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L.Arbuckle
(2006),
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7.0
Users
Guide,
URL:
http://www.spss.com.
16. James A. Fitzsimmons & Mona J. Fitzsimmons (2001), Service
Management, Operation, Strategy and Information Technology. Mc GrawHill, Inc.
17. Jay Heizer & Barry Render (2006), Operation Management, Pearson/
Prentice Hall.
18. Kalapurkal, R., Dickson, P.R., & Urbany, J. E., (1991), Perceiver Price
Fairness and Dual Entitlement, Advances in Consumer Research, Vol.18.
19. Martins, M., & Monroe, K.B., (1994), Perceived Fairness: A New Look at
an Old Construst,Advances in Consumer Research, Vol.21.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
81
20. Philip Kotler & Gary Armstrong (2004), Nhng nguyn l Tip th, Nxb
Thng k.
21. Prayag, G. (2007), Assesing international tourists perceptions of service
quality at Air Mauritius, International Journal of Quality & Reliability
Management, Vol.24 No.5, pp. 492-514.
22. Rex B. Kline (1998), Pricnciples and Practice of Structural Equation
Modelling,The Guilford Press, New York London.
23. Seth, N., Deshmukh, S.G., and Vrat, P., (2004), Service quality models: a
review, International Journal of Quality & Reliability Management, Vol. 22
No.9, pp.923-949.
24. Sultan, F. and Simpson, M.C. (2000), International service variants: airline
passenger expectations and perceptions of service quality, Journal of
Services Marketing, Vol.14 No.3, pp. 188-216.
25. Xia, L., Monroe, K.B., and Cox, J.L. (2004), The Price Is Unfair! A
conceptual framework of price fairness perceptions, Journal of Marketing,
Vol. 68, pp.1-15.
26. Xia, L., Monroe, K.B., and Cox, J.L. (2004), Perception of price fairness
influence consumer behavior, Marketing News, pp. 52.
27. Zins, A.H, (2001), Relative attitudes and commitment in customer loyalty
models: Some experimences in the commercial airline industy, International
Journal of Service Industry Management, Vol.12 No.3, pp.269-294.
HV: Duy Nht
Lun vn thc s
Qun tr kinh doanh
L LCH TRCH NGANG
I.
L LCH S LC
H v tn: Duy Nht.
Ngy, thng, nm sinh: 01/05/1980.
Ni sinh: Tha Thin Hu.
a ch lin lc: Thn B in, X Phong An, Huyn Phong in, Tha Thin
Hu.
Dn tc: Kinh.
II.
QU TRNH O TO
1999 - 2004 : Sinh vin khoa in-in t i hc Bch Khoa Tp. H Ch

Minh.
2005 - 2006 : Hc vin kha chuyn i Cao Hc Qun Tr Doanh nghip,
Trng i Hc Bch Khoa Tp. H Ch Minh.
2006 - 2008 : Hc vin cao hc ngnh Qun tr Doanh nghip, Khoa Qun L
Cng Nghip, i hc Bch Khoa Tp. H Ch Minh.
III. QU TRNH CNG TC
2004 nay: Cng tc ti phng Khai thc bay, Cng ty Jetstar Pacific Airline.
Ngi khai
Duy Nht
HV: Duy Nht
Ph lc
PH LC
PH LC A...........................................................................................................3
BNG CU HI PHNG VN ..........................................................................3
PH LC B ...........................................................................................................7
X L S LIU ...................................................................................................7
PH LC 1: CC KT QU THNG TIN V MU.......................................8
Ph lc 1.1 Phn b mu theo gii tnh....................................................................8
Ph lc 1.2 Phn b mu theo tui......................................................................8
Ph lc 1.3 Phn b mu theo cng vic..................................................................8
Ph lc 1.4 Phn b mu theo thu nhp ...................................................................8
Ph lc 1.5 Phn b mu theo s ln bay trong nm ................................................8
Ph lc 1.6 Phn b mu theo ln bay gn nht .......................................................9
Ph lc 1.7 Phn b mu theo tuyn bay..................................................................9
PH LC 2: KT QU D LIU THNG K M T.................................10
Ph lc 2.1 Kt qu thng k bin c lp ............................................................. 10
Phu lc 2.2 Kt qu thng k bin ph thuc.........................................................11
PH LC 3: KT QU PHN TCH NHN T KHM PH EFA.............12
Ph lc 3.1 Kt qu EFA thang o SERVPERF (cha loi bin) ........................... 12
Ph lc 3.2 Kt qu EFA thang o SERVPERF (hiu chnh).................................13
Ph lc 3.3 Kt qu EFA thang o Airline Industry (cha loi bin) .....................15
Ph lc 3.4 Kt qu EFA thang o Airline Industry (hiu chnh) ........................... 17
Duy Nht
Ph lc
Ph lc 3.5 Kt qu EFA thang o S tha mn v Lng trung thnh....................18

PH LC 4: KT QU PHN TCH CFA CC THANG O.......................19
Ph lc 4.1 Kt qu CFA thang o thnh phn S hu hnh TAN v ng cm
EMP ......................................................................................................................19
Ph lc 4.2 Kt qu CFA thang o thnh phn Nng lc hng CAP ......................19
Ph lc 4.3 Kt qu CFA thang o thnh phn Nhn vin STA ............................. 20
Ph lc 4.4 Kt qu CFA m hnh o lng ti hn (thang o SERVPERF) .........21
Ph lc 4.5 Gi tr c lng cc mi quan h trong m hnh nghin cu (thang o
SERVPERF)- cha chun ha ...............................................................................22
Ph lc 4.6 Gi tr c lng cc mi quan h trong m hnh nghin cu (thang o
SERVPERF)- chun ha .......................................................................................23
Ph lc 4.7 Kt qu CFA thang o thnh phn S hot ng OPE.........................24
Ph lc 4.8 Kt qu CFA thang o thnh phn Tin nghi COM............................. 24
Ph lc 4.9 Kt qu CFA thang o thnh phn n b BUM v Hnh l BAG .....25
Ph lc 4.10 Kt qu CFA m hnh o lng ti hn (thang o AIB) ....................26
Ph lc 4.11 Gi tr cc c lng trong m hnh nghin cu (thang o AIB)-cha
chun ha ..............................................................................................................27
Ph lc 4.12 Gi tr cc c lng trong m hnh nghin cu (thang o AIB)- chun
ha ........................................................................................................................28
Ph lc 4.13 H s tng thch ca hai m hnh nghin cu..................................29
Duy Nht
Ph lc
PH LC A
BNG CU HI PHNG VN
Duy Nht
Ph lc
XIN KNH CHO QU KHCH

Ti l Duy Nht, hc vin MBA Khoa Qun L Cng Nghip, trng
H Bch Khoa TPHCM. Ti ang tin hnh nghin cu ti: Cc yu t Cht
lng dch v nh hng n s tha mn ca khch hng Vit Nam Airlines.
ti ny c ngha gip cc Hng Hng Khng ni a ni chung v VN Airlines
ring nng cao hn na cht lng dch v p ng ngy cng cao nhu cu ca
khch hng. Xin qu khch vui lng dnh ra mt t thi gian qu bu ca mnh
gip chng ti hon thnh bng kho st bn di.
Trc tin, chng ti xin cm n tinh thn thin ch ca qu khch. V cng xin lu
l khng c quan im no l ng hay sai c, tt c cc quan im ca qu khch
u rt cn thit.
I. THNG TIN CHUNG
Xin qu khch vui lng cho bit
1. Trong vng 12 thng qua, qu khch i my bay bao nhiu ln?
0ln
1 ln
2-4 ln
5-10 ln
Trn 10 ln
3. Ln bay ni a vi VietNam Airlines gn nht cch y bao lu?

Di 1 thng
1-3 thng
3-6 thng
6-12 thng
3. Trong ln bay ni a gn y nht cng vi VietNam Airlines qu khch bay

tuyn no?
TP.HCM-HANOI
TP.HCM -DANANG
TP.HCM-VINH
TP.HCM-HAIPHONG
Tuyn khc
TP.HCM -HUE
(Xin ghi r y):
4. Trong vng 1 thng tr li y, qu khch c tham gia chng trnh kho st

v Cht lng dch v Hng Khng no khng?
C
Duy Nht
Khng
Ph lc
II. NH GI CA QU KHCH.
Trong ln bay ni a gn y nht cng VietNam Airlines, xin qu khch vui
lng cho bit mc ng ca mnh qua cc pht biu di y.
Rt
khng
ng
1. Hng c my bay mi
Khng
ng
Bnh
thng
ng
2. Hng c c s vt cht lin quan n dch v trng bt mt. 1
3. Nhn vin n mc p v gn gng
4. Hng c c s vt cht tng xng vi dch v cung cp.
5. Hng cung cp dch v ng nh cam kt
6. Hng th hin mi quan tm tht s gii quyt

cc tr ngi cho khch hng
7. Hng phc v ng tin cy
8. Hng cung cp dch v ng gi nh cam kt.
9. Hng rt c gng trnh khng xy ra sai st no.
10. Hng lun cp nht thng tin kp thi v chuyn bay.
11. Hng gii quyt s c rt nhanh chng.
12. Nhn vin lun sn sng gip khch hng.
13. Nhn vin p ng nhanh chng yu cu ca khch hng.
14. Qu khch c th tin tng vo nhn vin ca Hng.
15. Qu khch cm thy yn tm khi trao i vi nhn vin.
16. Nhn vin lch s v nh nhn
17. Nhn vin c thng tin tr li khch hng.
18. Hng bit quan tm n khch hng.
19. Nhn vin bit quan tm n khch hng.
20. Nhn vin hiu c mong mun ca khch hng
21. Hng coi trng li ch ca khch hng.
22. Hnh l c giao/nhn ng lc.
23. Hnh l c x l cn thn v m bo.
24. Qui trnh giao nhn hnh l thun tin.
25. Th tc check-in c hiu qu.
Duy Nht
Rt
ng
Ph lc
Rt
khng
ng
Khng
ng
Bnh
thng
ng
Rt
ng
26. Thng tin n b, c hng cung cp y khi c s c
27. Chnh sch bi thng ca Hng cng bng v tha ng
28. Th tc n b thun tin.
29. Dch v ca Hng rt an ton.
30. Hng s dng nhng trang thit b cn thit cho chuyn bay.
31. Nhn vin khng c s phn bit i x
32. Gh ngi thoi mi.
33. Ch chn rng.
34. Khoang hnh khch thng thong v mt m.
35. Khoang hnh khch v gh ngi sch s v sinh.
36. Dch v thc n v thc ung tt.
37. Hng cung cp tn sut bay.
38. Hng c cc gi bay thun tin.
39. Hng c cc ng bay.
40. Ni chung, qu khch rt hi lng vi dch v ca Hng.
41. Qu khch cm thy rt thoi mi khi bay cng vi Hng.
42. Bay cng vi Hng l la chn thch hp ca qu khch.
43. Qu khch s mua v ca Hng trong nhng ln bay ti.
44. Qu khch thuyt phc ngi thn s dng dch v ca hng.
45. Qu khch s gii thiu dch v ca Hng cho ngi khc
III. THNG TIN C NHN.

Qu khch vui lng cho bit thm v mt s thng tin lin quan sau.
1. Gii tnh ca anh/ch l
Nam
2. tui ca anh/ch l
Dui 23
T 23-35
T 35-50
3. Ngh nghip ca anh/ch l: Qun l cp cao
Qun l cp trung
Trn 50
Nhn vin
Khc (Xin ghi r y):

4. Thu nhp bnh qun hng thng ca anh/ch l
Di 4 triu
4-8triu
8-15triu
Chn thnh cm n anh/ch.
Duy Nht
Trn 15 triu
Ph lc
PH LC B
X L S LIU
Duy Nht
Ph lc
PH LC 1: CC KT QU THNG TIN V MU
Ph lc 1.1 Phn b mu theo gii tnh
Frequency
Valid
Percent(%)
Valid Percent
Cumulative Percent
Nam
267
63.6
63.6
63.6
Nu
153
36.4
36.4
100.0
Total
420
100.0
100.0
Ph lc 1.2 Phn b mu theo tui

Frequency
Valid
Duoi 23
Percent(%)
12
Tren 50
Valid Percent
2.9
Cumulative Percent
2.9
2.9
10.0
30
7.1
7.1
Tu 24_35
235
56.0
56.0
66.0
Tu 36_50
143
34.0
34.0
100.0
Total
420
100.0
100.0
Ph lc 1.3 Phn b mu theo cng vic

Frequency
Valid
Khac
Nhan vien
Percent(%)
Valid Percent
Cumulative Percent
37
8.8
8.8
8.8
142
33.8
33.8
42.6
Quan ly cap cao
60
14.3
14.3
56.9
Quan ly cap trung
181
43.1
43.1
100.0
Total
420
100.0
100.0
Ph lc 1.4 Phn b mu theo thu nhp

Frequency
Valid
Percent
Valid Percent(%)
Cumulative Percent
Duoi 4 trieu
64
15.2
15.2
15.2
Tren 15 trieu
65
15.5
15.5
30.7
Tu 5-8 trieu
153
36.4
36.4
67.1
Tu 9-15 trieu
138
32.9
32.9
100.0
Total
420
100.0
100.0
Ph lc 1.5 Phn b mu theo s ln bay trong nm

Frequency
Valid
Duy Nht
1 lan
Percent
Valid Percent(%)
Cumulative Percent
32
7.6
7.6
7.6
2-4 lan
156
37.1
37.1
44.8
5-10 lan
132
31.4
31.4
76.2
Tren 10 lan
100
23.8
23.8
100.0
Total
420
100.0
100.0
Ph lc
Ph lc 1.6 Phn b mu theo ln bay gn nht

Frequency
Valid
Percent
Valid Percent (%)
Cumulative Percent
1-3 thang
132
31.4
31.4
31.4
3-6 thang
56
13.3
13.3
44.8
6-12 thang
29
6.9
6.9
51.7
Duoi 1 thang
203
48.3
48.3
100.0
Total
420
100.0
100.0
Ph lc 1.7 Phn b mu theo tuyn bay

Frequency
Valid
TpHCM_DaNang
Valid Percent (%)
Cumulative Percent
19.0
19.0
19.0
245
58.3
58.3
77.4
TpHCM_Hue
25
6.0
6.0
83.3
TpHCM_Vinh
34
8.1
8.1
91.4
TpHCM-HaiPhong
10
2.4
2.4
93.8
Tuyen khac
26
6.2
6.2
100.0
420
100.0
100.0
TPHCM_HaNoi
Total
Duy Nht
Percent
80
Ph lc
10
PH LC 2: KT QU D LIU THNG K M T
Ph lc 2.1 Kt qu thng k bin c lp
N
Min
Max
Mean
Std. Deviation
Variance
Skewness
Kurtosis
TAN01
420
1.00
5.00
3.4405
.77784
.605
-.091
TAN02
420
1.00
5.00
3.2500
.69904
.489
.203
.909
TAN03
420
2.00
5.00
3.6643
.67280
.453
-.237
-.009
TAN04
420
1.00
5.00
3.3571
.75118
.564
-.116
-.106
CAP05
420
1.00
5.00
3.1571
.91347
.834
-.373
-.148
CAP06
420
1.00
5.00
3.1452
.87683
.769
-.116
.013
CAP07
420
1.00
5.00
3.2619
.82211
.676
-.363
.251
CAP08
420
1.00
5.00
2.6881
.97967
.960
.107
-.391
CAP09
420
1.00
5.00
3.2333
.82782
.685
-.204
.299
CAP10
420
1.00
5.00
3.3762
.87468
.765
-.466
.185
CAP11
420
1.00
5.00
3.0500
.78462
.616
.001
.371
STA12
420
1.00
5.00
3.5024
.75208
.566
-.515
.407
STA13
420
1.00
5.00
3.3500
.77174
.596
-.256
.336
STA14
420
1.00
5.00
3.4571
.74126
.549
-.400
.371
STA15
420
1.00
5.00
3.4857
.72939
.532
-.414
.307
STA16
420
1.00
5.00
3.5762
.76399
.584
-.759
.785
STA17
420
1.00
5.00
3.4143
.78152
.611
-.271
.077
EMP18
420
1.00
5.00
3.1738
.80912
.655
-.246
.360
EMP19
420
1.00
5.00
3.2786
.74796
.559
-.332
.258
EMP20
420
1.00
5.00
3.0714
.73744
.544
-.113
.420
EMP21
420
1.00
5.00
3.0738
.82721
.684
-.062
.246
EMP21A
420
1.00
5.00
3.4000
.75809
.575
-.285
-.170
BAG22
420
1.00
5.00
3.4476
.75659
.572
-.386
-.098
BAG23
420
1.00
5.00
3.2929
.78922
.623
-.336
-.025
BAG24
420
1.00
5.00
3.4238
.72553
.526
-.316
.003
BAG25
420
1.00
5.00
3.5405
.73493
.540
-.630
.646
BUM26
420
1.00
5.00
2.9881
.76458
.585
-.173
.402
BUM27
420
1.00
5.00
2.9024
.75840
.575
-.165
.341
BUM28
420
1.00
5.00
2.9262
.75480
.570
-.011
.325
OPE29
420
2.00
5.00
3.5571
.64743
.419
-.108
-.189
OPE30
420
1.00
5.00
3.6095
.63314
.401
-.191
.247
OPE30A
420
1.00
5.00
3.5714
.75503
.570
-.779
.844
OPE31
420
1.00
5.00
3.4857
.73914
.546
-.343
.066
OPE37
420
1.00
5.00
3.2667
.75388
.568
-.249
-.086
OPE38
420
1.00
5.00
3.3952
.74793
.559
-.274
-.130
OPE39
420
1.00
5.00
3.2905
.80357
.646
-.130
-.335
COM32
420
1.00
5.00
3.4643
.72208
.521
-.008
-.053
COM33
420
1.00
5.00
3.3643
.77130
.595
-.040
-.132
COM34
420
2.00
5.00
3.5762
.66008
.436
-.133
-.156
COM35
420
1.00
5.00
3.6452
.64468
.416
-.474
.535
COM36
420
1.00
5.00
3.2571
.77894
.607
-.057
-.030
Valid N
(listwise)
420
Duy Nht
.203
Ph lc
11
Phu lc 2.2 Kt qu thng k bin ph thuc

N
Min
Max
Mean
Std. Deviation
Variance
Skewness
Kurtosis
SAT40
420
1.00
5.00
3.2881
.73465
.540
-.293
.647
SAT41
420
1.00
5.00
3.3143
.70882
.502
-.253
.799
SAT42
420
1.00
5.00
3.3405
.75732
.574
-.492
.581
LOY43
420
1.00
5.00
3.3619
.76153
.580
-.292
.244
LOY44
420
1.00
5.00
3.3214
.78105
.610
-.269
.028
LOY45
420
1.00
5.00
3.3857
.75921
.576
-.381
.086
Valid N (listwise)
420
Duy Nht
Ph lc
12
PH LC 3: KT QU PHN TCH NHN T KHM PH EFA

Ph lc 3.1 Kt qu EFA thang o SERVPERF (cha loi bin)
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
Total
% of Variance
4.971E3
df
231
Sig.
.000
Initial Eigenvalues
Factor
.927
Approx. Chi-Square
Rotation Sums of
a
Squared Loadings
Extraction Sums of Squared Loadings
Cumulative %
Total
% of Variance
Cumulative %
Total
8.994
40.882
40.882
8.572
38.964
38.964
6.953
1.942
8.827
49.709
1.480
6.726
45.690
6.875
1.535
6.976
56.685
1.062
4.828
50.518
6.010
1.191
5.416
62.101
.818
3.718
54.237
3.824
.900
4.092
66.193
.832
3.780
69.972
.734
3.338
73.310
.602
2.737
76.047
.572
2.601
78.648
10
.543
2.466
81.114
11
.523
2.379
83.493
12
.464
2.111
85.604
13
.435
1.979
87.583
14
.424
1.929
89.512
15
.396
1.798
91.311
16
.354
1.611
92.921
17
.339
1.539
94.460
18
.319
1.452
95.912
19
.266
1.211
97.123
20
.228
1.037
98.160
21
.209
.950
99.110
22
.196
.890
100.000
Extraction Method: Principal Axis Factoring.

a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.
Duy Nht
Ph lc
13
Pattern Matrix
Factor
1
TAN01
-.027
-.152
-.011
.531
TAN02
-.017
-.016
.048
.798
TAN03
-.060
.162
-.002
.623
TAN04
.133
.005
.026
.639
RLI05
.800
.007
-.122
.116
RLI06
.705
.158
-.097
.000
RLI07
.651
.072
-.062
.179
RLI08
.814
-.157
.127
-.106
RLI09
.689
.040
-.044
-.002
RES10
.480
.159
.074
-.050
RES11
.588
.058
.175
-.096
RES12
.104
.719
.028
-.044
RES13
.161
.711
.021
-.147
ASS14
.099
.758
-.012
-.007
ASS15
.098
.714
.023
.011
ASS16
-.174
.802
.015
.066
ASS17
.021
.503
.183
.008
EMP18
.207
-.059
.741
-.012
EMP19
-.075
.156
.795
.010
EMP20
-.220
.213
.746
-.003
EMP21
.321
-.156
.629
.042
EMP21A
.025
.125
.230
.167

Rotation Method: Promax with Kaiser Normalization.
a. Rotation converged in 6 iterations.
Ph lc 3.2 Kt qu EFA thang o SERVPERF (hiu chnh)

.926
Approx. Chi-Square
4.861E3
df
210
Sig.
.000
Total Variance Explained

Initial Eigenvalues
Factor
Total
% of Variance
Rotation Sums of
a
Squared Loadings
Cumulative %
Total
% of Variance
Cumulative %
Total
8.812
41.963
41.963
8.399
39.993
39.993
6.858
1.941
9.244
51.206
1.484
7.067
47.060
6.738
1.514
7.208
58.414
1.053
5.013
52.073
5.773
1.177
5.604
64.018
.811
3.864
55.937
3.691
.833
3.966
67.983
.775
3.690
71.673
.630
2.999
74.672
.573
2.726
77.398
Duy Nht
Ph lc
14
.554
2.637
80.035
10
.525
2.500
82.535
11
.475
2.264
84.799
12
.437
2.082
86.881
13
.425
2.022
88.902
14
.405
1.931
90.833
15
.356
1.696
92.530
16
.346
1.648
94.178
17
.320
1.522
95.700
18
.268
1.275
96.975
19
.228
1.087
98.062
20
.210
1.000
99.062
21
.197
.938
100.000

Pattern Matrix
Factor
1
-.018
-.146
-.019
.520
TAN02
-.029
-.017
.060
.818
TAN03
-.053
.165
-.003
.615
TAN04
.135
.008
.028
.636
CAP05
.805
.008
-.126
.111
CAP06
.712
.160
-.106
-.007
CAP07
.658
.075
-.069
.172
CAP08
.811
-.159
.129
-.101
CAP09
.679
.036
-.033
.008
CAP10
.482
.159
.071
-.049
CAP11
.592
.058
.168
-.096
STA12
.093
.715
.040
-.032
STA13
.148
.706
.035
-.132
STA14
.103
.761
-.018
-.008
STA15
.106
.717
.012
.007
STA16
-.168
.801
.009
.063
STA17
.028
.504
.175
.008
EMP18
.222
-.047
.713
-.011
EMP19
-.073
.157
.794
.022
EMP20
-.221
.212
.750
.009
EMP21
.326
-.154
.623
.049

Duy Nht
TAN01
Ph lc
15
Ph lc 3.3 Kt qu EFA thang o Airline Industry (cha loi bin)

.896
Approx. Chi-Square
4.384E3
df
171
Sig.
.000

Initial Eigenvalues
Factor
Total
% of Variance
Rotation Sums of
a
Squared Loadings

Cumulative %
Total
% of Variance
Cumulative %
Total
7.459
39.256
39.256
7.049
37.102
37.102
5.521
1.935
10.186
49.442
1.595
8.396
45.497
5.166
1.599
8.416
57.858
1.226
6.453
51.951
4.667
1.467
7.719
65.577
1.119
5.887
57.838
4.167
.883
4.650
70.226
.739
3.890
74.116
.711
3.743
77.859
.608
3.200
81.060
.565
2.974
84.034
10
.474
2.493
86.527
11
.400
2.105
88.632
12
.368
1.936
90.568
13
.321
1.690
92.257
14
.294
1.546
93.803
15
.282
1.485
95.288
16
.271
1.428
96.716
17
.247
1.302
98.018
18
.194
1.022
99.040
19
.182
.960
100.000

Pattern Matrix
Factor
1
Duy Nht
BAG22
.024
-.097
.855
-.033
BAG23
-.041
-.042
.804
.036
BAG24
-.044
.054
.831
.039
BAG25
.011
.083
.536
.009
BUM26
-.012
.000
.051
.787
BUM27
-.030
.010
-.042
.951
BUM28
.055
-.017
.046
.808
OPE29
.624
.005
.164
-.034
Ph lc
16
OPE30
.666
.045
.112
OPE30A
.227
.143
.168
.086
OPE31
.513
.054
.203
-.072
FRE37
.735
.019
-.087
.101
FRE38
.886
-.038
-.155
.008
FRE39
.776
-.038
-.073
.020
COM32
-.041
.886
-.011
-.052
COM33
-.034
.854
-.082
.019
COM34
-.007
.816
.042
-.002
COM35
.041
.717
.008
.015
COM36
.184
.443
.034
.042

Duy Nht
-.076
Ph lc
17
Ph lc 3.4 Kt qu EFA thang o Airline Industry (hiu chnh)

.892
Approx. Chi-Square
4.253E3
df
153
Sig.
.000

Initial Eigenvalues
Factor
Total
% of Variance

Cumulative %
Total
% of Variance
Cumulative %
Rotation Sums of
a
Squared Loadings
Total
7.195
39.973
39.973
6.800
37.777
37.777
5.272
1.935
10.750
50.723
1.596
8.869
46.646
4.976
1.599
8.883
59.606
1.228
6.825
53.471
4.461
1.465
8.141
67.747
1.118
6.212
59.683
4.021
.831
4.619
72.366
.730
4.054
76.420
.617
3.426
79.847
.565
3.141
82.987
.487
2.708
85.695
10
.402
2.235
87.930
11
.370
2.056
89.987
12
.322
1.787
91.774
13
.296
1.644
93.419
14
.282
1.568
94.986
15
.274
1.521
96.508
16
.249
1.386
97.893
17
.196
1.087
98.980
18
.184
1.020
100.000

a
Pattern Matrix
Factor
1
Duy Nht
BAG22
.028
-.092
.852
-.030
BAG23
-.037
-.037
.797
.039
BAG24
-.039
.058
.828
.041
BAG25
.012
.086
.530
.012
BUM26
-.010
.002
.053
.782
BUM27
-.027
.012
-.039
.952
BUM28
.056
-.014
.049
.802
OPE29
.612
.012
.166
-.028
OPE30
.660
.050
.117
-.072
OPE31
.500
.060
.201
-.066
OPE37
.735
.022
-.079
.102
Ph lc
18
OPE38
.875
-.033
-.146
OPE39
.774
-.035
-.064
.010
.022
COM32
-.038
.883
-.006
-.050
COM33
-.030
.850
-.077
.020
COM34
-.004
.812
.044
.001
COM35
.041
.712
.010
.018
COM36
.184
.442
.037
.044

Ph lc 3.5 Kt qu EFA thang o S tha mn v Lng trung thnh

.866
Approx. Chi-Square
2.111E3
df
15
Sig.
.000

Initial Eigenvalues
Factor
Total
% of Variance

Cumulative %
Total
4.385
73.091
73.091
.727
12.109
85.200
.301
5.015
90.216
.269
4.477
94.692
.191
3.183
97.875
.127
2.125
100.000
Factor Matrix
Factor
1
Duy Nht
% of Variance
4.067
SAT40
.797
SAT41
.803
SAT42
.818
LOY43
.789
LOY44
.883
LOY45
.847
67.781
Cumulative %
67.781
Ph lc
19
PH LC 4: KT QU PHN TCH CFA CC THANG O

Ph lc 4.1 Kt qu CFA thang o thnh phn S hu hnh TAN v ng cm
EMP
.43
.35
e2
e3
e4
e18
e19
e20
e21
TAN02
TAN03
TAN04
EMP18
EMP19
EMP20
EMP21
.74
.69
.77
.81
.71
TAN
.67
.81
EMP
.48
2 = 563.676; df = 283; p = .331; CMIN/df = 1.131

CFI = .999; TLI = .998; RMSEA =. 018
Ph lc 4.2 Kt qu CFA thang o thnh phn Nng lc hng CAP

.14
.26
e5
e6
e7
e8
e9
e10
e11
CAP05
CAP06
CAP07
CAP08
CAP09
CAP10
CAP11
.81
.77
.77
.72
.66
.54
CAP
2 = 25.971; df = 12; p = .011; CMIN/df = 2.164

CFI = .989; TLI = .981; RMSEA =. 053
Duy Nht
.64
Ph lc
20
Ph lc 4.3 Kt qu CFA thang o thnh phn Nhn vin STA

.50
.38
e12
e13
e14
e15
e16
e17
STA12
STA13
STA14
STA15
STA16
STA17
.74
.72
.80
.78
.73
.67
STA
2 = 14.215; df = 7; p = .047; CMIN/df = 2.031

CFI = .995; TLI = .989; RMSEA =. 050
Duy Nht
Ph lc
21
Ph lc 4.4 Kt qu CFA m hnh o lng ti hn (thang o SERVPERF)
d4
2 = 563.676; df = 283; p = .000; CMIN/df = 1.992

CFI = .961; TLI = .955; RMSEA =. 049
.39
.73
TAN02
e2
TAN03
e3
TAN04
e4
CAP05
e5
CAP06
e6
CAP07
e7
.67 CAP08
e8
.56
.66
CAP09
e9
CAP10
e10
CAP11
e11
STA12
e12
.72
STA13
e13
.81
STA14
e14
.70 STA15
.68 STA16
e15
e16
STA17
e17
EMP18
e18
EMP19
e19
EMP20
e20
EMP21
e21
.69
TAN
.78
.48
.56
.32
e40
e41
e42
e43
.68
e44
d5
e45
.63
.79
.77
.76
.79
SAT40
SAT41
.84
.85
SAT42
.84
LOY43
.68
.76
LOY44
LOY45
.87
.73
.12
.23
SERV QUAL
SAT
.84
.74
d6
.86
.71
.50
.35
.79
STA
.83
d7
.69
EMP
.83
.75
.28
.66
.79
Duy Nht
-.14
.73
AIR
.42
Ph lc
22
Ph lc 4.5 Gi tr c lng cc mi quan h trong m hnh nghin cu

(thang o SERVPERF)- cha chun ha
Regression Weights: (Group number 1 - Default model)
TAN
STA
EMP
CAP
SAT
TAN02
TAN03
TAN04
CAP05
CAP06
CAP07
CAP08
CAP09
CAP10
CAP11
STA12
STA13
STA14
STA15
STA16
STA17
EMP18
EMP19
EMP20
EMP21
SAT40
SAT41
SAT42
LOY43
LOY44
LOY45
Duy Nht
<--- SERV QUAL

<--- SERV QUAL
<--- SERV QUAL
<--- SERV QUAL
<--- SERV QUAL
<--- TAN
<--- TAN
<--- TAN
<--- CAP
<--- CAP
<--- CAP
<--- CAP
<--- CAP
<--- CAP
<--- CAP
<--- STA
<--- STA
<--- STA
<--- STA
<--- STA
<--- STA
<--- EMP
<--- EMP
<--- EMP
<--- EMP
<--- SAT
<--- SAT
<--- SAT
<--- SAT
<--- SAT
<--- SAT
Estimate S.E. C.R.

P Label
1.000
1.461 .162 9.001 *** par_21
1.734 .187 9.296 *** par_22
1.955 .204 9.560 *** par_32
1.661 .174 9.574 *** par_33
1.000
.911 .075 12.124 *** par_1
1.140 .090 12.667 *** par_2
1.000
.935 .056 16.824 *** par_3
.905 .052 17.306 *** par_4
.990 .064 15.509 *** par_5
.766 .055 14.052 *** par_6
.678 .059 11.413 *** par_7
.719 .052 13.827 *** par_8
1.000
.996 .049 20.157 *** par_9
1.070 .069 15.526 *** par_10
1.033 .069 15.039 *** par_11
.962 .069 13.894 *** par_12
.947 .072 13.137 *** par_13
1.000
.834 .045 18.563 *** par_14
.725 .054 13.498 *** par_15
.973 .060 16.274 *** par_16
1.000
.976 .037 26.062 *** par_23
1.031 .052 20.002 *** par_24
.840 .057 14.830 *** par_26
.962 .056 17.270 *** par_27
.899 .055 16.364 *** par_28
Ph lc
23
Ph lc 4.6 Gi tr c lng cc mi quan h trong m hnh nghin cu

(thang o SERVPERF)- chun ha
Standardized Regression Weights: (Group number 1 - Default model)
TAN <--STA <--EMP <--CAP <--SAT <--TAN02 <--TAN03 <--TAN04 <--CAP05 <--CAP06 <--CAP07 <--CAP08 <--CAP09 <--CAP10 <--CAP11 <--STA12 <--STA13 <--STA14 <--STA15 <--STA16 <--STA17 <--EMP18 <--EMP19 <--EMP20 <--EMP21 <--SAT40 <--SAT41 <--SAT42 <--LOY43 <--LOY44 <--LOY45 <---
Duy Nht
SERV QUAL
SERV QUAL
SERV QUAL
SERV QUAL
SERV QUAL
TAN
TAN
TAN
CAP
CAP
CAP
CAP
CAP
CAP
CAP
STA
STA
STA
STA
STA
STA
EMP
EMP
EMP
EMP
SAT
SAT
SAT
SAT
SAT
SAT
Estimate
.627
.840
.831
.870
.859
.732
.692
.777
.789
.768
.793
.728
.667
.559
.660
.742
.720
.806
.791
.703
.676
.827
.747
.658
.787
.844
.854
.845
.684
.764
.735
Ph lc
24
Ph lc 4.7 Kt qu CFA thang o thnh phn S hot ng OPE

2 = 6.020; df = 5; p = .304; CMIN/df = 1.204
CFI = .999; TLI = .997; RMSEA =. 022
.35
.44
.48
.13
e39
e38
e37
e31
e30
e29
OPE39
OPE38
OPE37
OPE31
OPE30
OPE29
.60
.60
.62
.78
.66
.76
OPE
Ph lc 4.8 Kt qu CFA thang o thnh phn Tin nghi COM

2 = 4.281; df = 3; p = .233; CMIN/df = 1.427
CFI = .999; TLI = .996; RMSEA =. 032
.21
.52
e36
e35
e34
e33
e32
COM36
COM35
COM34
COM33
COM32
.60
.76
.85
COM
Duy Nht
.73
.76
Ph lc
25
Ph lc 4.9 Kt qu CFA thang o thnh phn n b BUM v Hnh l BAG

2 = 5.384; df =10; p = .864 CMIN/df =0.538
CFI = 1.000; TLI = 1.006; RMSEA =. 000
.42
.35
.28
e28
e27
e26
e25
e24
e23
e22
BUM28
BUM27
BUM26
BAG25
BAG24
BAG23
BAG22
.85
.76
.80
.60
.73
BAG
BUM
.54
Duy Nht
.91
.74
Ph lc
26
Ph lc 4.10 Kt qu CFA m hnh o lng ti hn (thang o AIB)

2 = 420.092; df =235; p = .000 CMIN/df =1.788
CFI = .972; TLI = .67; RMSEA =.043
d1
e22
BAG22
e23
BAG23
e24
BAG24
e25
BAG25
.27
.75
.73
.45
BAG
.90
.52
.62
.60
d2
BUM26
.79
e27
BUM27
.82
.49
.27
BUM28
e32
COM32
e33
COM33
e34
COM34
e36
COM36
e29
OPE29
e30
OPE30
e31
OPE31
e37
OPE37
.83
e38
OPE38
e39
OPE39
.63
.68
.69
Duy Nht
d4
.69
.75
.30
SAT40
SAT41
SAT42
LOY43
LOY44
LOY45
.89
.68
.69
OPE
.65
.90
.82 .65
SAT
.83
COM
.34
.29
e45
.77
.81
-.25
e44
.59
.72
.76
COM35
e43
SERV QUAL
.75
e35
e42
.70
d3
.53
.23
e41
BUM
.85
e28
e40
.67
e26
.31
.72
.73
.70
Ph lc
27
Ph lc 4.11 Gi tr cc c lng trong m hnh nghin cu (thang o AIB)cha chun ha

Regression Weights: (Group number 1 - Default model)
OPE <--- SERV QUAL

BAG <--- SERV QUAL
BUM <--- SERV QUAL
COM <--- SERV QUAL
SAT
<--- SERV QUAL
BAG22 <--- BAG
BAG23 <--- BAG
BAG24 <--- BAG
BAG25 <--- BAG
BUM26 <--- BUM
BUM27 <--- BUM
BUM28 <--- BUM
COM32 <--- COM
COM33 <--- COM
COM34 <--- COM
COM35 <--- COM
COM36 <--- COM
OPE37 <--- OPE
OPE38 <--- OPE
OPE39 <--- OPE
OPE31 <--- OPE
OPE30 <--- OPE
OPE29 <--- OPE
LOY43 <--- SAT
LOY44 <--- SAT
SAT42 <--- SAT
SAT41 <--- SAT
SAT40 <--- SAT
LOY45 <--- SAT
Duy Nht
Estimate S.E. C.R.

P Label
1.152 .126 9.140 *** par_27
1.000
1.114 .130 8.566 *** par_28
1.099 .121 9.093 *** par_29
1.426 .139 10.249 *** par_34
1.000
1.014 .059 17.120 *** par_8
1.144 .073 15.725 *** par_9
.800 .066 12.071 *** par_10
1.000
1.019 .070 14.504 *** par_11
1.063 .081 13.195 *** par_12
1.000
1.023 .049 20.720 *** par_13
1.013 .068 14.949 *** par_14
.906 .066 13.685 *** par_15
.903 .074 12.133 *** par_16
1.000
.956 .063 15.230 *** par_17
1.032 .083 12.489 *** par_18
.899 .075 11.924 *** par_21
.825 .066 12.544 *** par_22
.831 .067 12.354 *** par_23
.755 .050 14.978 *** par_30
.871 .048 18.151 *** par_31
.942 .043 21.838 *** par_32
.970 .037 26.017 *** par_33
1.000
.814 .048 17.068 *** par_35
Ph lc
28
Ph lc 4.12 Gi tr cc c lng trong m hnh nghin cu (thang o AIB)chun ha
OPE
BAG
BUM
COM
SAT
BAG22
BAG23
BAG24
BAG25
BUM26
BUM27
BUM28
COM32
COM33
COM34
COM35
COM36
OPE37
OPE38
OPE39
OPE31
OPE30
OPE29
LOY43
LOY44
SAT42
SAT41
SAT40
LOY45
Duy Nht
<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<---
SERV QUAL
SERV QUAL
SERV QUAL
SERV QUAL
SERV QUAL
BAG
BAG
BAG
BAG
BUM
BUM
BUM
COM
COM
COM
COM
COM
OPE
OPE
OPE
OPE
OPE
OPE
SAT
SAT
SAT
SAT
SAT
SAT
Estimate
0.815
0.670
0.699
0.771
0.829
0.751
0.730
0.896
0.618
0.793
0.814
0.853
0.752
0.720
0.833
0.763
0.630
0.713
0.693
0.690
0.654
0.701
0.690
0.649
0.731
0.815
0.896
0.891
0.703
Ph lc
29
Ph lc 4.13 H s tng thch ca hai m hnh nghin cu.

Ch tiu nh gi
CMIN
Degrees of freedom df
p
Number of parameters
CMIN/df
Normed fit index (NFI)
Relative fit index (RFI)
Incremental fit index (IFI)
Tucker-Lewis index (TLI)
Comparative fit index (CFI)
Parsimony ratio (PRATIO)
Parsimony-adjust (NFI)
Parsimony-adjust CFI
Noncentrality parameter estimate (NCP)
NCP lower bound
NCP upper bound
FMIN
F0
F0 lower bound
F0 upper bound
RMSEA
RMSEA lower bound
RMSEA upper bound
PCLOSE
Akaike information criterion (AIC)
Browne-Cudeck criterion (BCC)
Bayes information criterion (BIC)
Consistent AIC (CAIC)
Expected cross validation index (ECVI)
ECVI lower bound
ECVI upper bound
MECVI
Hoelter.05 index
Hoelter.01 index
Duy Nht
M hnh l thuyt
(Thang o SERVPERF)
M hnh l thuyt
(Thang o Airline Indu)
563.676
436.149
383
235
0.000
0.000
94
89
1.992
0.925
1.856
0.937
0.923
0.926
0.961
0.97
0.955
0.961
0.964
0.97
0.871
0.805
0.851
0.798
0.837
280.676
0.826
201.149
216.939
352.196
146.297
263.822
1.345
1.041
0.67
0.48
0.518
0.349
0.8411
0.049
0.63
0.045
0.043
0.054
0.039
0.052
0.64
751.676
0.883
614.149
764.625
625.443
1.794
1.642
1.466
1.335
1.965
1.825
1.615
1.493
241
254
262
278

Luan Van Thac Si - Do Duy Nhat

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Luan Van Thac Si - Do Duy Nhat

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i Hc Quc Gia Tp.

NH GI NH HNG CA CHT LNG DCH V

QUN TR KINH DOANH

TP. H CH MINH, thng 06 nm2008

CNG TRNH C HON THNH TI

Cn b hng dn khoa hc : PGS.TS Bi Nguyn Hng

Cn b chm nhn xt 1 : GS.TS H c Hng

Cn b chm nhn xt 2 : GVC.TS Nguyn Thy Qunh Loan

Lun vn thc s c bo v ti HI NG CHM BO V LUN VN

I HC QUC GIA TP. HCM

CNG HO X HI CH NGHI VIT NAM

NHIM V LUN VN THC S

Gii tnh : Nam

Ngy, thng, nm sinh : 01/05/1980

Ni sinh : Tha Thin Hu

Chuyn ngnh : . Qun tr kinh doanh

2- NHIM V LUN VN:

4- NGY HON THNH NHIM V :

PGS.TS Bi Nguyn Hng

Ni dung v cng Lun vn thc s c Hi ng Chuyn Ngnh thng qua.

Qun tr kinh doanh

TPHCM thng 6 nm 2008

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

2.3.2 Thang o Airline Industry.............................................................................18

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

3.5.2 Thng tin mu .............................................................................................. 33

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

4.4.2.1 Phn tch kt qu t m hnh nghin cu (thang o AIB) ........................... 67

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

Bng 4. 14 Kt qu kim nh gi tr phn bit gia hai khi nim................................... 57

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

1.1 Gii thiu

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

HV: Duy Nht

GVHD:PGS.TS Bi Nguyn Hng

Qun tr kinh doanh

1.2 Hnh thnh ti