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P DNG M HNH CU TRC TUYN TNH TRONG
KIM NH MI QUAN H GIA CHT LNG DCH
V, S HI LNG V LNG TRUNG THNH CA
KHCH HNG I VI DCH V SIU TH
TI THNH PH CN TH
Phm L Hng Nhung
1
, inh Cng Thnh
1
, Phm Th Tho
2
v L Th Hng Vn
3

ABSTRACT
Structural Equaltion Modeling was employed to examine relationships of service quality,
satisfaction and loyalty of customers of supermarkets in Cantho city. The resuts identifies
5 dimensions with 24 attributes of a measure of supermarket service quality: tangibles,
reliability, responsiveness, assurance, and empathy. The results also indicate that service
quality diretly and positively influence customer satisfaction. Customer satisfaction has a
positive relationship with and direct affect on customer loyalty. However, the findings
indicate that service quality has an indirect affect on customer loyalty moderated by
customer satisfaction. The results also provides the dimensions for service quality
management, enhance customer sastisfaction, retaining existing customer of supermarket
in Cantho city. The study also propose the conceptual framework of the relationship
between service quality, satisfaction and customer loyalty for future research.
Keywords: Service quality, satisfaction, loyalty, supermarket, Cantho city, SEM, CFA,
EFA
Title: Application of Strutural Equaltion Modeling to Examine the structural
relationships of Service Quality, Satisfaction and Customer Loyalty: A Case
study of supermarkets in Can Tho city
TM TT
Nghin cu s dng phng php phn tch cu trc tuyn tnh (SEM) kim nh mi
quan h gia cht lng dch v, s hi lng v lng trung thnh ca khch hng i vi
dch v siu th ti thnh ph Cn Th. Kt qu nghin cu xc nh thang o cht
lng dch v siu th cho th trng Cn Th bao gm 5 thnh phn: hng ha, kh
nng phc v ca nhn vin, thnh phn trng by, khng gian mua sm v cc yu t an
ton ti siu th vi 17 bin quan st. Kt qu nghin cu cng cho thy cht lng dch
v tc ng trc tip v cng chiu n s hi lng ca khch hng, s hi lng cng tc
ng cng chiu v trc tip n lng trung thnh ca khch hng, nhng cht lng
dch v khng tc ng trc tip n lng trung thnh m tc ng n lng trung thnh
thng qua s hi lng ca khch hng. Kt qu nghin cu ny cung cp c s v qun
tr cht lng dch v, nng cao s hi lng v tng t l khch hng trung thnh cho nh
qun tr siu th ti th trng thnh ph Cn Th. Ngoi ra cn gp phn b sung m
hnh l thuyt v quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng cho cc nghin cu tip theo.
T kha: Cht lng dch v, s hi lng, lng trung thnh, siu th, thnh ph Cn
Th, SEM, CFA, EFA

1
Thc s, Khoa Kinh t-QTKD, i hc Cn Th
2
Khoa Kinh t-QTKD, i hc Cn Th
3
Trng i hc Tin Giang
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1 S CN THIT NGHIN CU
Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca khch
hng c rt nhiu nh nghin cu kim nh (Zeithaml et al., 1996; Coronin &
Taylor, 1992; Kotler et al., 1999; Swarbrooke & Horner, 1999; Chen & Hsieh
2006; Namkung & J ang 2006; Kim et al., 2005; Chen 2008; Choi & Chu, 2001;
Chi & Qu, 2007; Ladhari, Brun & Morales, 2008; Ho et al., 2006; Nguyn &
Nguyn, 2003; Phm & Kullada, 2009); v l thuyt ny tr thnh chm ngn
cho lnh vc kinh doanh dch v trong vic gi chn khch hng c v thu ht
khch hng mi. Cc nh tip th dch v nhn thy rng thnh cng cn phi
nng cao cht lng dch v, lm hi lng khch hng. Nhiu nghin cu
chng minh rng c mi 5% t l duy tr khch hng s lm tng li nhun t 25
95% li nhun (Reichheld, 1996; Reichheld & Sasser, 1990, trch t Chi & Qu,
2007). iu ny cho thy vic duy tr c khch hng c rt c ngha v quan
trng i vi cc doanh nghip kinh doanh dch v.
Hin nay, dch v siu th bn l ang phi i mt vi p lc cnh tranh gay gt
gia cc t chc kinh doanh siu th: t s cnh tranh ca cc siu th hin c trn
a bn, cc chui ca hng t chn, siu th mini G7Mart, cc trung tm mua sm,
s xm nhp ca cc i gia trong ngnh siu th bn l trong nc cng nh
nc ngoi... Trong bi cnh ngi tiu dng ngy cng c nhiu c hi la
chn ni mua sm v ngy cng c nhng yu cu cao hn v cht lng dch
v th tn ti v pht trin cc doanh nghip cn quan tm n nh gi ca
khch hng v cht lng dch v ca doanh nghip, qua c bin php gi
khch hng c, thu ht khch hng mi.
Cc nghin cu v cht lng dch v ngnh bn l xy dng m hnh cht
lng dch v l mt khi nim a hng bao gm nhiu thnh phn phn nh
thuc tnh ca cht lng dch v, chng hn nh nghin cu ca Dabholkar et al.
(1996) kim nh ti th trng M, Mehta et al. (2000) kim nh ti th trng
Singapore; ti Vit Nam, hin ch c mt nghin cu ca Nguyn Th Mai Trang
v Nguyn nh Th (2003) kim nh thang o cht lng dch v v kim nh
mi quan h gia cht lng dch v v lng trung thnh ca khch hng ti cc
siu th trn th trng thnh ph H Ch Minh.
Tuy nhin, s lng v ni dung cng nh o lng cc thnh phn cht lng
dch v v mi quan h gia gia cht lng dch v, s hi lng v lng trung
thnh thay i theo tng th trng c th. V vy nghin cu Kim nh mi quan
h gia cht lng dch v, s hi lng v lng trung thnh c thc hin nhm
mc ch kim nh li thang o nh gi cht lng dch v v kim nh mi
quan h gia cht lng dch v, s hi lng v lng trung thnh ca khch hng
i vi dch v siu th trn a bn thnh ph Cn Th. T s gip cc nh
kinh doanh dch v siu th bn l ti th trng Cn Th hiu r hn v nhn thc
ca khch hng i vi cht lng dch v. Bn cnh gip cc doanh nghip
bn l ti Cn Th nm bt c mc quan trng trong vic nng cao cht
lng dch v, nng cao s hi lng ca khch hng c c t l duy tr khch
hng tht cao, tit kim chi ph trong vic thu ht khch hng mi.
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2 MC TIU NGHIN CU
Nghin cu tin hnh kim nh mi quan h gia cht lng dch v, s hi lng
v lng trung thnh ca khch hng i vi dch v siu th trn a bn thnh ph
Cn Th vi mc tiu c th nh sau: (1) Xy dng b thang o thnh phn cht
lng dch v, s hi lng v lng trung thnh ca khch hng i vi dch v siu
th; (2) Kim nh v hiu cc thang o cht lng dch v, s hi lng v lng
trung thnh ca khch hng i vi dch v siu th; (3) Kim nh mi quan h
gia cht lng dch v, s hi lng v lng trung thnh ca khch hng i vi
dch v siu th.
3 PHNG PHP NGHIN CU
3.1 Thang o
Thang o cht lng dch v
Cht lng dch v l s chnh lch gia k vng ca khch hng v dch v m
h mong mun v s cm nhn v dch v m h s dng (William & Buswell,
2003; Parasuraman et al., 1994). Parasuraman et al. (1994) cng xut b tiu
ch 5 thnh phn gm 22 bin quan st o lng cht lng dch v, bao gm:
Hu hnh, tin cy, p ng, m bo, cm thng.
Nhiu nh nghin cu s dng thang o cht lng dch v ny kim nh
cho nhiu loi hnh dch v khc nhau nhng th trng khc nhau (Cronin &
Taylor, 1992; Song & Wu, 2006; Paulins, 2005; Tsaur et al., 2002; Akbaba, 2006;
Nguyn & Nguyn 2003). Trong , Nguyn & Nguyn (2003) thc hin kim
nh thang o o lng cht lng dch v siu th ti a bn thnh ph H Ch
Minh v kt lun rng, thang o cht lng dch v siu th bao gm 5 thnh phn:
hng ha, trng by, mt bng, an ton trong siu th v kh nng phc v ca
nhn vin vi 19 bin quan st.
ti nghin cu s dng thang o cht lng dch v cho ngnh siu th ti Vit
Nam (Nguyn & Nguyn, 2003) vi s iu chnh v b sung bin quan st ph
hp vi th trng ti thnh ph Cn Th. Thang o cc thnh phn cht lng
dch v bao gm 5 thnh phn: Hng ha, trng by, mt bng, an ton trong siu
th v kh nng phc v ca nhn vin c o lng bng 20 bin quan st
(c nh gi theo thang o likert 5 mc t 1 Rt khng tt n 5 Rt tt)
c trnh by trong bng 1.
Thang o s hi lng ca khch hng
Nhiu nh nghin cu nh ngha s hi lng ca du khch l kt qu ca s
tng tc gia gi tr cm nhn v mong i ca du khch v im n (Pizam,
Neumann, Reichel, 1978 v Oliver, 1980).
Oliver (1980) cho rng s chnh lch gia gi tr k vng v gi tr cm nhn v
cch m sn phm du lch tc ng n cm xc ca du khch s quyt nh mc
hi lng ca du khch i vi sn phm . nh ngha ny c th gy nhm
ln gia s hi lng v cht lng dch v, tuy nhin nhiu nh nghin cu
khng nh cht lng dch v v s hi lng c quan h vi nhau nhng l 2 khi
nim hon ton khc nhau (Bitner, 1990; Parasuraman et al., 1988; Baker &
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231
Crompton, 2000). H cho rng, cht lng dch v l kt qu ca vic nh gi v
nh cung ng, trong khi s hi lng l cm xc ca khch hng khi tip xc hay
giao dch vi nh cung ng.
Czepiel, Solomo v Gutman (1985) ch ra rng, mc hi lng ca du khch
l mt hm s ca mc hi lng v 2 yu t: yu t chc nng (hng ho, sn
phm) v yu t dch v ca nh cung ng. Da trn khi nim ny, v tham kho
kin mt s chuyn gia lm vic ti cc siu th trn a bn thnh ph Cn Th,
ti xc nh tiu ch o lng mc hi lng da vo thang o likert 5 mc
t 1 Rt khng hi lng n 5 Rt hi lng gm 5 tiu ch: Hi lng vi cc
chng trnh khuyn mi (SHL1), Hi lng vi dch v h tr ca siu th
(SHL2), Hi lng vi gi c ti siu th ny (SHL3), Hi lng vi cht lng hng
ha (SHL4), Hi lng vi thi phc v ca nhn vin (SHL5).
Bng 1: Thnh phn cc thang o cht lng dch v ti siu th
Tiu ch Thnh phn K hiu
Hng tiu dng hng ngy rt y HH1
C nhiu mt hng la chn HH2
Hng ha c nhn mc, xut x r rng HH3
Hng ha
C nhiu mt hng mi HH4
Nhn vin lun sn sng phc v bn NV1
Nhn vin phc v nhanh nhn NV2
Nhn vin gii p tn tnh nhng thc mc NV3
Nhn vin trang phc gn gng, lch thip NV4
Nhn vin
Nhn vin rt thn thin, vui v NV5
m nhc v nh sng trong siu th rt tt TB1
Hng ha trng by d tm TB2
Bng ch dn hng ha r rng TB3
Quy, k t thit k thun tin TB4
Trng by
Thit b thanh ton hin i TB5
Khng gian siu th rng ri MB1
Khu vc mua sm sch s, thong mt MB2 Mt bng
Bi gi xe rng ri MB3
H thng phng chy cha chy tt AT1
Li thot him r rng AT2 An ton
Khng b lo mt cp ti sn, tin bc AT3
Thang o lng trung thnh ca khch hng
Lng trung thnh l mt yu t thuc hnh vi sau mua hng ca khch hng, lng
trung thnh ca khch hng c th hin qua s sn lng gii thiu dch v/sn
phm cho ngi khc (TTST1) v sn lng tip tc s dng dch v/ sn phm
(TTST2) (Zeithaml et al., 1996; Swarbrooke & Horner, 1999; Engle et al., 1969)
3.2 Mi quan h gia cht lng dch v, s hi lng v lng trung thnh ca
khch hng
Theo Cronin & Taylor (1992), Baker & Crompton (2000), Tribe & Snaith (1998)
v Oliver (1980), cht lng dch v l yu t tc ng trc tip v cng n s hi
lng ca khch hng. Khi cht lng dch v c nh gi l tt th khch hng
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232
s hi lng v ngc li (Phm & Kullada, 2009; Nadiri et al., 2008; Chen, 2008;
Ho et al., 2006; Kim et al., 2005; Nguyn & Nguyn, 2003).
Ngoi vic nh hng trc tip n s hi lng ca khch hng, cht lng dch v
cng c mi quan h vi lng trung thnh ca khch hng, tc ng trc tip v
cng chiu n lng trung thnh ca khch hng (Phm & Kullada, 2009; Nguyn
& Nguyn, 2003; Zeithaml et al., 1996; Cronin & Taylor, 1992; Baker &
Crompton, 2000). Tuy nhin, c mt s nghin cu cho thy cht lng dch v
khng nh hng trc tip n lng trung thnh ca khch hng. Cht lng dch
v s tc ng gin tip n lng trung thnh thng qua s tha mn ca khch
hng (Chen, 2008; Chen & Hsieh, 2005; Namkung & J ang, 2006).
C rt nhiu nghin cu khng nh mi quan h c ngha gia s hi lng v
lng trung thnh ca khch hng. S hi lng tc ng trc tip v cng chiu n
lng trung thnh ca khch hng (Zeithaml et al., 1996; Coronin & Taylor, 1992;
Kotler et al., 1999; Swarbrooke & Horner, 1999; Chen & Hsieh 2006; Namkung &
Jang 2006; Kim et al., 2005; Chen 2008; Choi & Chu, 2001; Chi & Qu, 2007;
Ladhari, Brun & Morales, 2008; Ho et al., 2006; Chen & Hsieh, 2006; Nguyn &
Nguyn, 2003; Phm & Kullada, 2009). Nhng nghin cu ny kt lun, khi s
tha mn ca khch hng tng ln s dn n vic khch hng s sn lng tip tc
s dng dch v v sn lng gii thiu cho ngi khc v dch v .
3.3 M hnh nghin cu xut








Hnh 1: M hnh nghin cu
3.4 Phng php phn tch
Kim nh tin cy thang o Cronbachs alpha c s dng loi b bin
rc trc khi tin hnh phn tch nhn t. Kim nh tin cy ca cc bin trong
thang o cht lng dch v siu th, s hi lng v lng trung thnh ca khch
hng ti Thnh ph Cn Th da vo h s kim nh Cronbachs Alpha ca cc
thnh phn thang o v h s Cronbachs Alpha ca mi bin o lng. Cc bin
c h s tng quan tng - bin (Corrected item total correlation) nh hn 0,3 s b
loi. Mt thang o c tin cy tt khi n bin thin trong khong [0,70 - 0,80].
H
1
H
2
H
3
Hng ha
Mt bng siu th
Kh nng phc v ca
nhn vin
Trng by trong siu th
An ton trong siu th
Cht lng
dch v siu
S hi lng ca
khch hng
Lng trung thnh
ca khch hng
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Nu Cronbach alpha > hoc = 0,60 l thang o c th chp nhn c v mt tin
cy (Nunnally & Bernstein 1994).
Phn tch nhn t khm ph (Exploratory Factor Analysis EFA)
Phng php nhn t khm ph c s dng xc nh cc nhm tiu ch nh
gi cht lng dch v ti siu th a bn Thnh ph Cn Th. Phng php
phn tch EFA thuc nhm phn tch a bin ph thuc ln nhau (interdependence
techniques), ngha l khng c bin ph thuc v bin c lp m n da vo mi
tng quan gia cc bin vi nhau (interrelationships). EFA dng rt gn mt
tp k bin quan st thnh mt tp F (F<k) cc nhn t ngha hn. C s ca vic
rt gn ny da vo mi quan h tuyn tnh ca cc nhn t vi cc bin quan st.
Phn tch nhn t khng nh (Confirmatory Factor Analysis CFA)
Phn tch nhn t khng nh (Confirmatory Factor Analysis) l mt trong cc k
thut thng k ca m hnh cu trc tuyn tnh (SEM). CFA cho chng ta kim
nh cc bin quan st (measured variables) i din cho cc nhn t (constructs)
tt n mc no. CFA l bc tip theo ca EFA v CFA ch s dng thch hp khi
nh nghin cu c sn mt s kin thc v cu trc tim n c s, trong mi
quan h hay gi thuyt (c c t l thuyt hay thc nghim) gia bin quan st
v nhn t c s th c nh nghin cu mc nhin tha nhn trc khi tin hnh
kim nh thng k. Phng php CFA c s dng khng nh li tnh n
bin, a bin, gi tr hi t v phn bit ca b thang o nh gi cht lng dch
v ti siu th Thnh ph Cn Th.
M hnh cu trc tuyn tnh (Structural equation modeling SEM)
Phng php phn tch m hnh cu trc tuyn tnh c s dng kim nh m
hnh nghin cu xut. M hnh cu trc ch r mi quan h gia cc bin
tim n (mt khi nim c o lng da trn nhiu bin quan st) vi nhau.
Phng php SEM c s dng kim nh cc gi thuyt sau ca nghin cu:
H
1
: Cht lng dch v tc ng cng chiu n s hi lng ca khch hng
H
2
: S hi lng tc ng cng chiu n lng trung thnh ca khch hng
H
3
: Cht lng dch v tc ng cng chiu n lng trung thnh ca khch hng
3.5 Mu
Phng php phn tch d liu c s dng cho nghin cu ny l phn tch nhn
t khm ph (EFA), phn tch nhn t khng nh CFA v phn tch m hnh cu
trc tuyn tnh (SEM). 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 phn
phi mu ln (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).
Trong EFA, kch thc mu thng c xc nh da vo (1) kch thc ti thiu
v (2) s lng bin o lng a vo phn tch. Hair et al (2006) cho rng s
dng EFA, kch thc mu ti thiu phi l 50, v tt hn l 100 v t l quan st
(observations)/bin o lng (items) l 5:1, ngha l 1 bin o lng cn ti thiu
l 5 quan st (vi 20 bin quan st ban u ca thang o cht lng dch v, nh
vy tin hnh EFA, c mu t nht ca ti l 20x5 =100). Nu s dng
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phng php c lng ML (Maximum Likelihood) th kch thc mu ti thiu
phi t 100 n 150 (Hair et al., 1998). Nh vy c mu ca ti c th nm
trong khong 100 n 150. Do hn ch v thi gian cng nh iu kin thc hin
nghin cu nn ti s dng kch c mu n = 145.
S liu c s dng trong nghin cu c thu thp t phng vn trc tip cc
i tng phng vn bng bng cu hi t thng 02/2012 n thng 04/2012. Vic
thu mu bng cch tip cn v phng vn trc tip khch hng c nhn mua sm ti
cc siu th Coopmart, Vinatex, Maximark v Metro Hng Li ti a bn thnh
ph Cn Th. Tng mu thu v l 145, sau khi sng lc c 19 mu b loi, cn li
126 mu ph hp. Nh vy, vi c mu n = 126 nghin cu m bo s lng
mu ti thiu cho phng php phn tch ca nghin cu. Trong 126 mu nghin
cu c 57 mu ti siu th Coopmart (chim 45,2%), 24 mu ti siu th Vinatex
(chim 19%), 19 mu ti siu th Maximark (chim 15,1%) v 26 mu ti Metro
Hng Li (chim 20,6%). Da trn t l c cu mu theo siu th v tnh hnh thc
t, ta thy mu c th m bo tnh i din. C cu mu theo c im nhn khu
nh sau: 62,7% n v 37,3% nam; 78,57% p vin c tui di 35 tui v
21,43% trn 35 tui; 70,64% c trnh Cao ng i hc v 29,36% di Cao
ng i hc; p vin c thu nhp di 4 triu 66,67% v trn 4 triu 33,33%.
4 PHN TCH D LIU V KT QU
4.1 nh gi s b tin cy thang o vi h s Cronbach Alpha
i vi thang o cht lng dch v, kt qu kim nh tin cy thang o vi h
s Cronbach Alpha, cc thnh phn ca thang o cht lng dch v u c h s
Crobach Alpha u c chp nhn v mt tin cy (ln hn mc yu cu 0,6).
Trong , h s alpha ln lt ca 5 thnh phn cht lng dch v siu th: hng
ha (0,741), kh nng phc v ca nhn vin (0,814), trng by (0,781) v mt
bng (0,721) v thnh phn an ton (0,677). Xt h s tng quan bin - tng (hiu
chnh) ca cc bin quan st u t yu cu > 0,30 (Hair & ctg 2006), do , tc
gi quyt nh khng c bin quan st no b loi v thang o ph hp s dng cho
phn tch EFA tip theo.
i vi thang o s hi lng v lng trung thnh cng t tin cy vi h s
Cronbach Alpha ln lt l 0,779 v 0,849, ng thi h s tng quan bin tng
(hiu chnh) u t yu cu (> 0,30) cho phn tch tip theo.
4.2 Kim nh thang o cht lng dch v
4.2.1 Phn tch nhn t khm ph (EFA)
Sau khi cc thnh phn ca thang o cht lng dch v siu th c nh gi s
b tin cy thang o vi h s Cronbach Alpha, tt c cc bin quan st u t
yu cu cho phn tch nhn t EFA. Php trch nhn t c s dng l Principal
Axis Factoring (PAF) vi php quay khng vung gc Promax.
Kt qu phn tch EFA dng li ln 3 sau khi ln lt loi b 2 bin quan st:
TB1 (m thanh, sng y ) v TB5 (thit b thanh ton hin i) v c trng s
nhn t nh hn 0,4 (Gerbing & Anderson, 1988) 2 ln phn tch EFA trc .
Kt qu EFA ln 3 (bng 2) c h s KMO = 0,83, gi tr kim nh Bartlett c
ngha (sig < 0,05), 5 nhm nhn t c trch vi tng phng sai trch 55,47%.
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Bng 2: Kt qu EFA thang o cht lng dch v siu th
Nhm nhn t
Bin quan st
K
hiu
1
(NV)
2
(HH)
3
(AT)
4
(TB)
5
(KG)
Nhn vin rt thn thin, vui v NV5 0,869
Nhn vin phc v nhanh nhn NV2 0,803
Nhn vin lun sn sng phc v NV1 0,668
Nhn vin gii p thc mc tn tnh NV3 0,606
C nhiu mt hng la chn HH2 0,924
Hng tiu dng hng ngy rt y HH1 0,685
C nhiu mt hng mi HH4 0,437
Khng b lo mt cp ti sn, tin bc AT3 0,808
Li thot him r rng AT2 0,614
Bi gi xe rng ri MB3 0,580
H thng phng chy cha chy tt AT1 0,509
Bng ch dn hng ha r rng TB3 0,798
Quy, k t thit k thun tin TB4 0,580
Hng ha trng by d tm TB2 0,562
Khu vc mua sm sch s, thong
mt
MB2
0,792
Khng gian siu th rng ri MB1 0,682
Nhn vin trang phc gn gng NV4 0,429
Hng ha c nhn mc, xut x r
rng
HH3
0,399
Ngun: S liu iu tra trc tip nm 2012
Cc nhm nhn t mi c s xo trn cc thnh phn: yu t MB3 c nhm
chung vi thnh phn thang o an ton trong siu th; yu t NV4 v HH3 c
nhm chung vi 2 yu t ca thang o mt bng siu th ban u (MB1 v MB2).
Nhn chung cc thnh phn cn li khng c s thay i ng k nn tn cc nhm
nhn t c gi nguyn, ring nhm nhn t 5 c i tn thnh khng gian
mua sm (KG) ti siu th nhm ph hp hn vi thnh phn ca nhm mi. Nh
vy, thang o cht lng dch v sau khi nh gi s b bao gm 5 thnh phn :
(1) kh nng phc v ca nhn vin (NV), (2) hng ha (HH), (3) an ton (AT), (4)
trng by v (5) khng gian mua sm (KG) vi 18 bin quan st. 18 bin quan st
ca thang o cht lng dch v siu th u c trng s nhn t t yu cu trn
0,4 v c a vo kim nh tip theo vi phn tch CFA.
4.2.2 Phn tch nhn t khng nh (CFA)
Kt qu CFA ca thang o cht lng dch v siu th ln 1 c bin quan st HH3
(Hng ha c nhn mc, xut x r rng) thuc thnh phn khng gian v trng s
bin ny ch t 0,446 nh hn tiu chun cho php (>= 0,5) thang o t gi tr
hi t (Gerbing & Anderson, 1988) nn bin ny s b loi v tin hnh CFA ln 2.
Kt qu CFA ln 2 (hnh 2) trng s cc bin quan st u t chun cho php (>=
0,5) v c ngha thng k cc gi tr p u bng 0,000 (thp nht l trng s bin
NV4 0,528). Nh vy c th kt lun cc bin quan st dng o lng 5 thnh
phn ca thang o cht lng dch v t c gi tr hi t. CFA ln 2 cho thy
m hnh c 105 bc t do, gi tr kim nh chi-square=168,26 vi p
value
=0,000,
tuy nhin chi-square/df = 1,60 t yu cu <2 v cc ch s ch ra m hnh ph hp
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236
vi d liu th trng (CFI = 0,926, TLI = 0,904, v RMSEA =0,069). Tuy nhin
ch c hai thnh phn t c tnh n hng l trng by (TB) v khng gian
(KG), thnh phn cn li c mi tng quan gia cc sai s ca cc bin quan st
nn chng khng t tnh n hng.
H s tng quan gia cc thnh phn vi sai lch chun km theo (bng 3) cho
chng ta thy cc h s ny nh hn 1 (c ngha thng k). V vy, cc thnh
phn nhn vin, hng ha, an ton, trng by v khng gian u t gi tr
phn bit.
Gi tr v tin cy ca thang o s c nh gi qua h s tin cy tng hp v
phng sai trch (bng 4). Kt qu ny cho thy cc thnh phn ca thang o cht
lng dch v siu th u t yu cu v gi tr v tin cy tr thnh phn an
ton c phng sai trch hi thp (nh hn 50%).
Bng 3: Kt qu kim nh gi tr phn bit gia cc thnh phn ca thang o cht lng
dch v siu th
Mi quan h R SE CR P-value
Nhn vin <--> Hng ha 0,399 0,082 7,299 0,000
Hng ha <--> An ton 0,545 0,075 6,043 0,000
An ton <--> Trng by 0,538 0,076 6,103 0,000
Trng by <--> Khng gian 0,671 0,067 4,941 0,000
Nhn vin <--> An ton 0,491 0,078 6,506 0,000
Hng ha <--> Trng by 0,588 0,073 5,672 0,000
An ton <--> Khng gian 0,695 0,065 4,724 0,000
Nhn vin <--> Trng by 0,583 0,073 5,715 0,000
Hng ha <--> Khng gian 0,481 0,079 6,592 0,000
Nhn vin <--> Khng gian 0,569 0,074 5,836 0,000
Ngun: S liu iu tra trc tip nm 2012
Hnh 2: Kt qu CFA ca thang o cht lng dch v siu th ( chun ha)
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237
Bng 4: Tm tt kt qu kim nh thang o cht lng dch v siu th
tin cy
Thnh phn
S bin
quan st Cronbach Tng hp
Phng sai
trch (%)
Gi tr
Nhn vin 4 0,849 0,85 0,57
Hng ha 3 0,770 0,78 0,55
An ton 4 0,733 0,74 0,42
Trng by 3 0,739 0,74 0,49
Khng gian 3 0,729 0,76 0,53
t yu
cu
Ngun: S liu iu tra trc tip nm 2012
Nh vy, sau phn tch CFA thang o cht lng dch v bao gm 5 thnh phn
(nhn vin, hng ha, trng by, an ton v khng gian) vi 17 bin quan st, trong
, thnh phn khng gian c s thay i, c o lng bng 3 bin quan st
(loi bin HH3 so vi kt qu EFA). Kt qu CFA cho thy cc thnh phn ca
thang o u t c gi tr hi t, gi tr phn bit v t yu cu v gi tr cng
nh tin cy.
4.3 Kim nh thang o s hi lng v lng trung thnh
Kt qu phn tch EFA cho thang o s hi lng (SHL) v lng trung thnh
(TTST) vi php trch principal components cho thy cc trng s u cao v t
yu cu cho phn tch tip theo trong m hnh ti hn.
Bng 5: Kt qu EFA cho thang o s hi lng v lng trung thnh
Thang o Thnh phn
Trng s
nhn t
Cronbac
h Alpha
Phng
sai trch
(%)
HL v chng trnh khuyn mi 0,856
HL v dch v h tr 0,752
HL v gi c 0,730
HL v cht lng hng ha 0,655
S hi
lng
HL v thi phc v ca nhn vin 0,647
0,779 53,55
Sn lng gii thiu siu th cho ngi
khc
0,933
Lng
trung
thnh Sn lng tip tc mua sm ti siu th 0,933
0,849 87,03
Ngun: Kt qu x l d liu kho st nm 2012
Thang o s hi lng v lng trung thnh c nh gi gi tr phn bit thng qua
m hnh ti hn (saturate model m hnh m cc khi nim nghin cu c t
do quan h vi nhau). Kt qu m hnh ti hn c cho thy c 11 bc t do v
m hnh ny thch hp vi d liu th trng (Chi-square/df =1,043, CFI =0,999,
TLI =0,998 v RMSEA =0,019). Cc trng s ca 2 thang o dao ng trong
khong 0,61 0,87 u t yu cu v c ngha thng k cc gi tr p u bng
0,00. Trong , s hi lng v cht lng hng ha trong thang o s hi lng c
trng s nh nht: SHL1 = 0,61.
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238

Hnh 3: Kt qu m hnh ti hn thang o s hi lng v lng trung thnh
Kt qu cng cho thy mi quan h gia 2 khi nim nghin cu khc 1 v c
ngha thng k. Nh vy, hai khi nim s hi lng v lng trung thnh t gi tr
phn bit.
Bng 6: Mi quan h gia cc khi nim nghin cu
Mi quan h r SE CR P-value
Hi lng <-->Trung thnh 0,831 0,045 3,383 0,000
Ngun: Kt qu x l s liu iu tra nm 2012
4.4 Kim nh mi quan h gia cht lng dch v, s hi lng v lng trung
thnh ca khch hng i vi dch v siu th ti thnh ph Cn Th
Kt qu c lng m hnh nghin cu cho thy c ba khi nim trong m hnh
(1) Cht lng dch v (Cht lng), (2) S hi lng (hi lng) v (3) Lng trung
thnh (trung thnh), trong , cht lng l khi nim c lp v hai khi nim ph
thuc l hi lng v trung thnh. M hnh c 238 bc t do v cc ch s ch ra m
hnh thch hp vi d liu thu thp t th trng (chi-square/df = 1,562,
CFI =0,902, TLI =0,887 v RMSEA =0,067).
Kt qu c lng tham s chnh cho thy trong ba mi quan h th ch c 2 mi
quan h gia Cht lng Hi lng v Hi lng Trung thnh l c ngha thng
k (p <5%). Mi quan h gia Cht lng Trung thnh khng c ngha thng
k vi pvalue= 0,838. Nh vy, mi lin h ca cc khi nim khng t c
k vng v mt l thuyt. Nhm la chn m hnh c gi tr ph hp hn nn mi
quan h khng c ngha thng k (Cht lng Trung thnh) s b loi khi
m hnh.
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239
Bng 7: Kt qu c lng mi quan h nhn qu gia cc khi nim trong m hnh nghin
cu (cha chun ha)
Mi quan h c lng S.E. C.R. P- value
Hi lng <--- Cht lng 0,990 0,238 4,164 0,000
Trung thnh <--- Cht lng 0,069 0,335 0,205 0,838
Trung thnh <--- Hi lng 1,436 0,324 4,427 0,000
Ngun: Kt qu x l d liu kho st nm 2012
M hnh nghin cu cui cng sau khi loi b mi quan h khng c ngha c
239 bc t do. Tuy gi tr chi-square =371,775 vi pvalue= 0,000, nhng cc ch
s ph hp m hnh chi-square/df =1,556, CFI =0,903, TLI =0,888 v RMSEA =
0,067 ch ra m hnh ph hp vi d liu th trng.
Cc tham s c lng (chun ha) (xem hnh 4) u c ngha thng k (p <
5%). Da vo kt qu trng s hi quy gi cc khi nim ta thy khi nim cht
lng dch v c tc ng mnh, cng chiu n khi nim s hi lng vi trng
s t 0,78 (kh nng gii thch R2 = 61%) ng thi khi nim SHL tc ng tch
cc ng k n khi nim lng trung thnh vi trng s l 0,83 (R2 = 69%). Nh
vy, cht lng dch v siu th khng nh hng trc tip n lng trung thnh
ca khch hng m tc ng gin tip thng qua s hi lng ca khch hng.
Kim nh tin cy ca c lng bng Bootstrap
Phng php Boostrap c s dng kim nh cc c lng m hnh trong
m hnh cui cng vi s mu lp li l N =500. Kt qu c lng t 500 mu
c tnh trung bnh km theo chch c trnh by trong bng 16. Tr tuyt
i CR rt nh so vi 2, nn c th ni l chch l rt nh; ng thi khng c
ngha thng k tin cy 95%. Nh vy, ta c th kt lun l cc c lng
trong m hnh c th tin cy c.














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240


H

n
h

4
:

K

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u

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h

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S
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c
u

i

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241
Bng 8: Kt qu c lng bng bootstrap vi N = 500
c lng Bootstrap
Mi quan h

c
lng
ML
SE
SE-
SE Mean Bias
SE-
Bias CR
Hi lng <- Cht
lng 0,782 0,063 0,002 0,780 -0,002 0,003
-
0,67
Trung thnh <- Hi
lng 0,830 0,045 0,001 0,829 -0,001 0,002
-
0,50
Ngun: Kt qu x l d liu kho st nm 2012
Theo nh kt qu kim nh cc gi thuyt nghin cu i vi th trng thnh
ph Cn Th th gi thuyt H
1
: C mi quan h cng chiu gia cht lng dch v
siu th v s hi lng ca khch hng v H
2
: S hi lng ca khch hng c mi
quan h cng chiu vi lng trung thnh ca khch hng i vi dch v u c
chp nhn. Hai mi quan h ny u t gi tr v mt l thuyt.
Cng nh nhiu kt qu nghin cu trc y trong lnh vc dch v, cht lng
dch v v s hi lng c mi quan h cng chiu vi nhau (Phm & Kullada,
2009; Nadiri et al., 2008; Chen, 2008; Ho et al., 2006; Kim et al., 2005; Nguyn &
Nguyn, 2003; Cronin & Taylor, 1992; Baker & Crompton, 2000; Tribe & Snaith,
1998; Oliver, 1980). Th trng siu th bn l ti Cn Th cng khng ngoi l.
Cht lng dch v c cung cp l mt trong nhng nguyn nhn dn n s hi
lng khch hng. Vi mt dch v c cung cp tt s lm gia tng s hi lng
ca khch hng v ngc li. Nu cht lng dch v c ci thin s dn n
cm nhn ca khch hng v dch v c ci thin v khch hng s tha mn vi
dch v.
ng thi, khch hng hi lng s c xu hng s dng li dch v cao hn khch
hng khng hi lng (Zeithaml et al., 1996; Coronin & Taylor, 1992; Kotler et al.,
1999; Swarbrooke & Horner, 1999; Chen & Hsieh 2006; Namkung & J ang 2006;
Kim et al., 2005; Chen 2008; Choi & Chu, 2001; Chi & Qu, 2007; Ladhari, Brun
& Morales, 2008; Ho et al., 2006; Chen & Hsieh, 2006; Nguyn & Nguyn, 2003;
Phm & Kullada, 2009). Lng trung thnh ca khch hng c xem l ti sn ca
doanh nghip. nng cao lng trung thnh ca khch hng vi siu th th cc
nh qun tr cn quan tm nng cao s hi lng ca h.
Gi thuyt H
3
: C mi quan h cng chiu gia cht lng dch v siu th v lng
trung thnh khch hng khng c ngha trong kho st i vi th trng siu th
ti Cn Th. Kt qu ny khc vi mt nghin cu cho cc siu th ti th trng
thnh ph H Ch Minh ca Nguyn & Nguyn (2003). Tuy nhin, cng c rt
nhiu nghin cu v s tc ng ca cht lng dch v n lng trung thnh ca
khch hng vi dch v c cng kt lun vi nghin cu, cht lng dch v khng
c s tc ng trc tip c ngha thng k n lng trung thnh ca khch hng
(Chen, 2008; Chen & Hsieh, 2005; Namkung & Jang, 2006). iu ny cn c
xem xt da trn c im ca khch hng v th trng thnh ph Cn Th.
V pha khch hng: trong qu trnh kho st, cc p vin u nh gi v cht
lng dch v siu th mnh ang mua sm da trn thc t cm nhn nh th no.
Khi khch hng ng vi cc yu t ca thang o cht lng dch v siu th h
c khuynh hng ng tip tc s dng li dch v siu th. Tuy vy, cuc kho
K yu Khoa hc 2012: 228-245 Trng i hc Cn Th

242
st cng th hin mt kt qu l khch hng c nhng yu t khng ng i vi
dch v siu th c cung cp nhng vn ng quay li tip tc s dng dch v
cng nh gii thiu khch hng khc v dch v. Vn c kin ng v cht
lng dch v siu th c cung cp nhng mc ng i vi hnh vi th
hin lng trung thnh li ch c cc p vin nh gi mc trung bnh.
V c im th trng, s lng siu th hot ng trn a bn thnh ph Cn
Th hin ang hn ch vi 4 siu th kinh doanh tng hp. Cc siu th ny li
c b tr u cc khu vc, khch hng mc tiu khc nhau tng ng vi c
im kinh doanh ca cc siu th. c im ny s nh hng n quyt nh la
chn siu th cho nhu cu mua sm ring ca khch hng. D khch hng khng
ng vi dch v siu th c cung cp nhng nhng l do c a ra cho
hnh vi tip tc s dng dch v l v v tr thun li ca siu th: tin ng, gn
nh...; v chng trnh khuyn mi hp dn; v ngi tiu dng u ng dch v
siu th mang li s tin li cho khch hng trong gii quyt nhu cu mua sm vi
tnh sn c, y ca hng ha, gi m ca thun tin, hng ha m bo cht
lng, khng gian mua sm m bo sch s. c im ca hnh thc mua sm
hin i mang n s tin li cho nhng khch hng c thi gian hn hp v cng
vic v y cng l mt trong nhng yu t nh hng lng trung thnh ca
khch hng.
Nh vy, cht lng dch v siu th khng c mi quan h tuyn tnh trc tip vi
lng trung thnh ca khch ti th trng Cn Th. Nhng, cht lng dch v s
c nh hng gin tip n lng trung thnh ca khch hng thng qua tc ng
trc tip n s hi lng. Bn cnh , lng trung thnh ca khch hng s chu tc
ng ca nhiu yu t khc. Tuy vy, iu ny khng nm trong phm vi ca
ti nhng m ra hng nghin cu cho cc nghin cu tip theo trong tng lai
i vi dch v siu th ti th trng thnh ph Cn Th.
5 KT LUN
ti ch tp trung nghin cu cc thnh phn thang o cht lng dch v cho
cc siu th ti thnh ph Cn Th da trn c s l thuyt v kim nh thang o
thng qua nghin cu nh lng, ng thi xem xt mi lin h, nh hng ca
cht lng dch v siu th v s hi lng i vi dch v n lng trung thnh ca
khch hng i vi dch v ca cc siu th trn a bn Thnh ph Cn Th m
khng cp n nhu cu mua sm, hnh vi ca ngi tiu dng, phn tch mi
trng cnh tranh, cc vn marketing...
Ngoi ra, lng trung thnh ca khch hng s chu nh hng nhiu yu t khc
nhau, ti ch gii hn xem xt nh hng ca cht lng dch v v s hi lng
ca khch hng n lng trung thnh khch hng. ti khng cp n cc yu
t khc nh gi c cm nhn, cc chng trnh khuyn mi, nhng nhn t c
nhn, ro cn chuyn i hay quyt nh la chn siu th ca ngi tiu dng...
S hi lng v lng trung thnh ca khch hng i vi sn phm/dch v l ti sn
v l iu kin cho s tn ti v hot ng lu di ca mi t chc kinh doanh ni
chung v cc doanh nghip kinh doanh trong ngnh siu th bn l ni ring. c
c s hi lng v lng trung thnh ca khch hng i vi siu th, cc nh qun
tr cn quan tm n kim sot cht lng dch v ca mnh da trn quan im
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243
khch hng. C nh vy, cc siu th mi to c li th cnh tranh hiu qu vi
cc i th cnh tranh trong th trng bn l v p ng nhu cu ngy cng cao
ca khch hng i vi dch v c cung cp.
Thang o cht lng dch v siu th ti th trng thnh ph Cn Th theo nh
gi ca khch hng bao gm 5 thnh phn: (1) thnh phn hng ha, (2) Kh nng
phc v ca nhn vin, (3) Trng by trong siu th, (4) Khng gian mua sm v
(5) cc yu t an ton vi 17 yu t. Cc thnh phn ca thang o ng gp vo c
s cho vic kim sot cht lng dch v, cho hot ng nh gi thm d kin
khch hng v chin lc nng cao cht lng dch v ca cc siu th trong hot
ng kinh doanh ca mnh.
ng thi, ti th trng siu th bn l thnh ph Cn Th, lng trung thnh ca
khch hng chu nh hng trc tip, cng chiu ca s hi lng khch hng. Cht
lng dch v siu th, tuy khng c tc ng trc tip n lng trung thnh siu
th nhng gin tip nh hng thng qua tc ng trc tip, cng chiu n s hi
lng ca khch hng. Nh vy, duy tr lng trung thnh ca khch hng, cc
siu th cn c gii php nng cao mc hi lng ca khch hng. V mt trong
nhng bin php l nng cao cht lng dch v da trn quan im khch hng
tha mn nhu cu ca khch hng mt cch hiu qu, gip nng cao s hi lng,
v t duy tr lng trung thnh ca khch hng i vi siu th, nng cao hnh
nh doanh nghip v thu ht thm khch hng mi.
Tuy nhin, ti b gii hn s mu quan st t. Mc d c mu ca ti m
bo cho cc k thut phn tch nhng li khng qu ln i din cho ton b th
trng siu th thnh ph Cn Th. Ngoi ra, nghin cu ny ch tp trung phn
tch s tc ng ca cht lng dch v v s hi lng n lng trung thnh ca
khch hng, nn nhng nghin cu tip theo c th b sung vo m hnh mt s
yu t khc c kh nng nh hng n lng trung thnh ca khch hng nhm
gip xut kin ngh cho nh qun tr siu th mt cch tt nht.
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