NGHIN CU MARKETING

1) Nghin cu s hi lng ca khch hng

-

Nghin cu s hi lng ca khch hng i vi dch v TD ti

Cng ty TTD Vietel CN Nng

Nghin cu s hi lng ca khch hng i vi dch v tn dng/cho

vay ti Ngn hng TPT CN Nng

Nghin cu s hi lng ca khch hng i vi dch v Vn phng

UBNN Qun

Nghin cu s hi lng ca cc doanh nghip i vi dch v hi

quan in t ti Chi cc Hi quan Nng

Nghin cu s hi lng ca khch hng i vi dch v v sinh ti

Cng ty DVVS Hon M, Nng

2) Nghin cu cht lng dch v

-

Nghin cu cht lng dch v TD ti Cng ty TTD Vietel

CN Nng

Nghin cu cht lng dch v tn dng/cho vay ti Ngn hng TPT

CN Nng

Nghin cu cht lng dch v Internet/ Truyn hnh k thut s/

Truyn hnh cp ti Cng ty VDC/Cng ty Sng Thu Nng

3) Nghin cu cc nhn t nh hng n nhu cu th trng v sn

phm/dch v
-

Nghin cu cc nhn t nh hng n nhu cu xe hi du lch/xe my

trn th trng thnh ph Nng

Nghin cu cc nhn t nh hng n nhu cu nh t trn a bn

thnh ph Nng

4) Nghin cu cc nhn t nh hng n hnh vi ngi tiu

dng/doanh nghip
-

Nghin cu cc nhn t nh hng n hnh vi ngi tiu dng i

vi cc dch v chm sc sc khe ca Bnh vin Nng

Nghin cu cc nhn t nh hng n hnh vi mua ca cc cng ty

xy dng v cc thit b thi cng xy dng ti thi trng Nng

NGHIN CU S HI LNG CA KHCH HNG I VI

DCH V TN DNG TI NGN HNG NNG NGHIP V PHT
TRIN NNG THN CN K LAK
MC LC
DANH MC CC CH VIT TT V CC K HIU
DANH MC CC BNG V
DANH MC CC TH
M U
1.

L do nghin cu ti..i

2.

Mc tiu nghin cu .ii

3.

Phm vi v i tng nghin cu iii

3.1. Phm vi nghin cu
3.2. i tng nghin cu

4.

Phng php nghin cu .iv

5.

ngha khoa hc v thc tin ca nghin cu .v

6.

Cu trc ca ti nghin cu

CHNG I: C S L LUN V CC M HNH NGHIN CU S HI

LNG CA KHCH HNG
1.1. Dch v .1
1.1.1.

Khi nim dch v 1

1.1.2. Bn cht ca dch v..1

1.1.3. c im ca dch v..2

1.2. Cht lng dch v

1.2.1. Khi nim v c im
1.2.2. Cc nhn t quyt nh cht lng dch v
1.2.3. M hnh nm khong cch cht lng dch v

1.2.4. Nm thnh phn ca cht lng dch v

1.2.5. Mi quan h gia cht lng dch v v s hi lng ca khch hng
1.2.6. S khc nhau gia cht lng dch v v s hi lng ca khch hng
1.3. S hi lng ca khch hng
1.3.1. L thuyt v s hi lng ca khch hng

1.3.2. Cc nhn t nh hng n s hi lng ca khch hng

1.3.3. Mc tiu nghin cu s hi lng ca khch hng

1.3.4. o lng s hi lng ca khch hng
1.4.

Cc m hnh nghin cu s hi lng ca khch hng

Tm tt chng 1

CHNG 2: THIT K NGHIN CU.......................................................

2.1. Tng quan v Ngn hng Nng nghip v Pht trin Nng thn Chi nhnh
k Lk
2.1.1. Tng quan v hot ng kinh doanh
2.1.2. Nhng c im ca CN NH NN&PTNT k Lk nh hng n s hi
lng ca khch hng
2.1.3. S cn thit phi nghin cu s hi lng ca khch hng i vi CN NH
NN&PTNT k Lk
2.2. Phng php nghin cu ..........................................................................
2.3. Xy dng m hnh nghin cu ..................................................................
2.4. Qui trnh nghin cu .................................................................................
2.5. Nghin cu nh tnh (nghin cu khm ph).........................................
2.5.1. Tho lun nhm................................................................................
2.5.2. Tham kho kin chuyn gia ...........................................................
2.5.3. Thang o chnh thc.........................................................................
2.5.4. Thit k bng cu hi iu tra khch hng.......................................
2.6. Nghin cu nh lng (nghin cu chnh thc).....................................
2.6.1. Mu nghin cu................................................................................
2.6.2. Thu thp d liu................................................................................
2.6.3. Phng php phn tch d liu........................................................
Tm tt chng 2......................................................................................
CHNG 3: KT QU NGHIN CU
3.1. M t phng php thu thp thng tin v kch thc mu
3.2. Thng k m t mu
3.2.1. Thng k mu theo gii tnh, tui, thi gian s dng dch v, ngh
nghip, thu nhp,
3.2.1. Thng k gi tr th hin (s hi lng) ca cc cu tr li

3.3. nh gi thang o bng h s tin cy Cronbachs Alpha........................

3.3.1. nh gi thang o cc nhn t tc ng n (s hi lng) bng h s tin
cy Cronbachs Alpha................................................................................
3.3.2. nh gi thnh phn (hi lng chung) bng h s tin cy Cronbachs
Alpha...........................................................................................................
3.4. Kim nh thang o bng phn tch nhn t khm ph (EFA)..............
3.4.1. Thang o cc nhn t tc ng n (s hi lng) i vi (dch v TTD)
3.4.2. Thang o thuc nhn t (hi lng)
3.4.3. M hnh hiu chnh
3.5. Kim nh m hnh nghin cu bng phn tch hi quy bi...................
3.5.1. Xem xt s tng quan gia cc bin...............................................
3.5.2. Phn tch hi quy tuyn tnh bi.......................................................
3.5.2.1. nh gi v kim nh ph hp ca m hnh hi quy tuyn tnh bi
3.5.2.2. Kim tra cc vi phm gi nh trong m hnh hi quy tuyn tnh bi
3.5.2.3. Kt qu xy dng m hnh hi quy tuyn tnh bi.........................
3.6. M hnh cc nhn t nh hng n (s hi lng ca khch hng) ti
3.7. Phn tch mc nh hng ca tng nhn t n (s hi lng ca khch
hng) ti ..................................................................................................
3.8. Phn tch nh gi ca (khch hng) i vi cc nhn t nh hng n (s
hi lng ca khch hng) ti ...............................................................
3.9. Nhn xt kt qu ca nghin cu v so snh vi cc kt qu nghin cu
trc............................................................................................................
Tm tt chng 3........................................................................................
CHNG 4: KT LUN V HM CHNH SCH.................................
4.1. Kt lun................................................................................................
4.2. Nhng hm chnh sch i vi cc nh qun tr ti ....................
4.3. Cc hn ch .........................................................................................
4.4. Kin ngh .............................................................................................
DANH MC TI LIU THAM KHO..........................................................vi
PH LC........................................................................................................vii
Ph lc 1: Dn bi tho lun nhm................................................................viii

Ph lc 2: Phiu iu tra khch hng................................................................ix

Ph lc 3: Bng m ha cc bin.......................................................................x
Ph lc 4: Thng k m t mu........................................................................xi
Ph lc 5: Phn tch tin cy ca thang o...................................................xii
Ph lc 6: Phn tch nhn t khm ph..........................................................xiii
Ph lc 7: Phn tch hi quy bi xiv

MT S LU :
2.2. Xy dng m hnh nghin cu:
- M hnh xut
- t cc gi thit v cc mi quan h nhn qu trong m hnh
2.3. Qui trnh nghin cu
- Bc 1: C s l thuyt v (s han lng ca khch hng)
- Bc 2: Xc nh cc nhn t tc ng n (s hi lng ca khch hng)
- Bc 3: Xy dng m hnh nghin cu (s hi lng ca khch hng) i vi (dch
v TD),
- Bc 4: Xy dng thang o th,
- Bc 5: Nghin cu s b,
- Bc 6: Thang o chnh thc,
- Bc 7: Nghin cu nh lng,
- Bc 8: nh gi tin cy cc thang o v loi b bin khng ph hp
(Cronbachs Alpha)
- Bc 9: Phn tch nhn t,
- Bc 10: Thang o hon chnh,
- Bc 11: Phn tch hi qui tuyn tnh bi,
- Bc 12: Trnh by kt qu nghin cu.
2.4.3. Phng php phn tch d liu:

- Cng c ch yu thu thp d liu l bng cu hi v (s hi lng ca khch

hng) i vi (dch v TD), s lng cu hi
- Thang o nh gi l thang o Likert
- Cc d liu sau khi thu thp c lm sch v x l bng phn mm SPSS 16.0.
C th s dng mt s phn tch trong nghin cu nh:
Bc 1: Lp bng tn sut m t mu theo cc thuc tnh: gii tnh, tui, ngh
nghip, thu nhp,
Bc 2: Phn tch Cronbachs Alpha: Nhng mc hi o lng cng mt cu trc
n th phi c mi lin quan vi nhng mc cn li trong nhm . H s l php
kim nh thng k v mc cht ch m cc mc hi trong thang o tng quan
vi nhau.
V h s Cronbach ch l gii hn di ca tin cy ca thang o, v cn nhiu
i lng o lng tin cy, gi tr ca thang o, nn giai on u khi xy
dng bng cu hi, h s ny nm trong phm vi 0,6 0,8 l chp nhn c.
y l png php cho php ngi phn tch loi b cc bin khng ph hp v hn
ch cc bin rc trong qu trnh nghin cu v nh gi tin cy ca thang o bng
h s Cronbachs Alpha.
Nhng bin c h s tng quan bin tng (item-total correlation) nh hn 0.3 s b
loi. Thang o c h s Cronbachs Alpha t 0.6 tr ln c th s dng c trong
trng hp khi nim ang nghin cu mi (Nunnally, 1978; Peterson, 1994; Slater,
1995). Thng thng thang o c Cronbachs Alpha t 0.7 0.8 l s dng c,
thang o c tin cy t 0.8 1.0 l thang o tt.
Bc 3: Phn tch nhn t khm ph EFA (Exploratory Factor Analysis): Sau khi
nh gi tin cy ca thang o bng h s Cronbachs Alpha v loi b cc bin
khng tin cy. Phn tch nhn t khm ph l k thut c s dng thu
nh v tm tt cc d liu. Phng php ny rt hu ch trong vic xc nh cc tp
hp bin cn thit cho vn nghin cu v c s dng tm mi quan h gia
cc bin vi nhau.
Trong phn tch nhn t khm ph, tr s KMO (Kaiser-Meyer-Olkin) l ch s
dng xem xt s thch hp ca cc phn tch nhn t. Tr s KMO phi cgi tr
trong khong t 0.5 1.0 th phn tch ny mi thch hp, cn nu nh hn 0.5 th
phn tch nhn t c khch hng nng khng thch hp vi cc d liu.
Ngoi vic s dng tr s KMO, c th s dng kim nh Barlett. Kim nh Barlett
xem xt gi thit Ho: tng quan gia cc bin quan st bng khng trong tng
th. Nu kim nh ny c ngha trong thng k (Sig 0.05) th cc bin quan st
c tng quan vi nhau trong tng th. Phng sai trch (% bin thin c gii
thch bi cc nhn t).

Ngoi ra phn tch nhn t cn da vo Eigenvalue xc nh s lng nhn t.

Ch nhng nhn t c Eigenvalue ln hn 1 th mi c gi li trong m hnh. i
lng Eigenvalue i din cho lng bin thin c gii thch bi nhn t. Nhng
nhn t c Eigenvalue nh hn 1 s khng c tc dng tm tt thng tin tt hn mt
bin gc.
Factor loading (FL) H s ti nhn t: l ch tiu m bo mc ngha thit
thc ca EFA ph thuc v kch thc mu quan st v mc ch nghin cu. Nu
FL > 0.3 l t mc ti thiu vi kch thc mu khong 350, FL > 0.4 l quan trng
v FL > 0.5 l c ngha thc tin. Khi kch thc mu khong 100 th nn chn FL
> 0.55, cn nu kch thc mu 50 th nn chn FL > 0.75.
Component Matrix (Rotated Component Matrix) Ma trn nhn t (Ma trn nhn
t xoay): Mt phn quan trng trong kt qu phn tch nhn t l ma trn nhn t.
hay ma trn nhn t xoay. Ma trn nhn t cha cc h s biu din cc bin chun
ho bng cc nhn t (mi bin l mt a thc ca cc nhn t). H s ti nhn t
(factor loading) biu din tng quan gia cc bin v cc nhn t. H s ny cho
bit nhn t v bin c lin quan cht ch vi nhau. Nghin cu s dng phng
php trch nhn t principal components nn cc h s ti nhn t phi c trng s
ln hn 0.5 th mi t yu cu.
Bc 4: Xy dng phng trnh hi qui:
Sau khi rt trch c cc nhn t t phn tch nhn t khm ph EFA, d tm cc vi
phm gi nh cn thit trong m hnh hi qui tuyn tnh bi nh kim tra phn d
chun ho, kim tra h s phng i phng sai VIF (Variance inflation factor). Nu
cc gi nh khng vi phm, m hnh hi qui tuyn tnh bi c xy dng. V h s
R2 c iu chnh (Adjusted R Square) cho bit m hnh hi qui c xy dng
ph hp n mc no.