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B GIO DC V O TO TRNG I HC KINH T THNH PH H CH MINH ----------

H TH HN TI

NH GI CHT LNG DCH V TIC CI CA CNG TY DCH V DU LCH PH TH


CHUYN NGNH : QUN TR KINH DOANH M S : 60.34.05 LUN VN THC S KINH T

NGI HNG DN KHOA HC: TS. NGUYN TH BCH CHM

TP.H Ch Minh Nm 2008

DANH MC CC BNG
Trang Bng 1.1: Thang o Servqual 15 Bng 2.1: Danh sch cc chuyn vin tho lun nghin cu nh tnh ln 1 33 Bng 2.2: Thang o Servqual c iu chnh b sung ln 1 35 Bng 2.3: Thang o Servqual c iu chnh b sung ln 2 39 Bng 2.4: S lng kho st cc nh hng tic ci ca cng ty dch v du lch Ph Th tin hnh nh gi cht lng 43 Bng 2.5: Cronbach Alpha ca cc thnh phn thang o cht lng dch v 45 Bng 2.6: Cronbach Alpha ca mc hi lng 47 Bng 2.7: Kt qu EFA ca thang o cht lng dch v 47 Bng 2.8: Kt qu EFA ca thang o mc hi lng 49 Bng 2.9: Thang o cht lng dch v tic ci sau khi phn tch EFA 49 Bng 2.10: Trung bnh cc yu t thang o cht lng dch v tic ci 52 Bng 2.11: H s xc nh s ph hp ca m hnh 52 53 Bng 2.12: H s ca phng trnh hi quy Bng 2.13: H s tng quan 54

DANH MC CC HNH
Hnh 1.1: M hnh 5 khong cch cht lng dch v Hnh 1.2: M hnh cht lng dch v v s hi lng ca khch hng Hnh 2.1: Quy trnh nghin cu Hnh 2.2: M hnh l thuyt iu chnh Trang 17 21 32 51

MC LC
Trang TRANG PH BA LI CAM OAN DANH MC CC BNG DANH MC CC HNH M U
1. L do chn ti 2. Mc tiu nghin cu 3. i tng v phm vi nghin cu 4. Phng php nghin cu 5. ngha thc tin 6. Cu trc nghin cu ca ti 1 1 2 2 3 3 3

CHNG 1: TIC CI V C S L THUYT V CHT LNG 5 DCH V


1.1 Tic ci 5 1.1.1 Khi nim v tic ci 5 1.1.2 Lch s ca nghi thc ci 5 1.1.3 Ci hi trong phong tc tp qun ca ngi Vit Nam 7 1.1.4 ngha ca vic ci xin trong i sng x hi 11 1.2 C s l thuyt v cht lng dch v 12 1.2.1 Khi nim v cht lng dch v 12 1.2.1.1 Khi nim v dch v 12 13 1.2.1.2 Khi nim v cht lng 1.2.1.3 M hnh cht lng dch v 14 1.2.2 Mi quan h gia cht lng dch v v s hi lng ca khch hng19 1.3 Tm tt 22

CHNG 2: THIT K NGHIN CU V KT QU

23

2.1 Gii thiu khi qut v cm nh hng t chc tic ci ca cng ty dch v du lch Ph Th 23 2.2 Gii thiu tic ci ca cm nh hng cng ty dch v du lch Ph Th 25 2.2.1 Nghi thc t chc tic ci 25 2.2.2 Thc n tic ci 28 2.3 Thit k quy trnh nghin cu 30 2.4 Xy dng v iu chnh thang o 33 2.4.1 Nghin cu nh tnh 33 41 2.4.2 Nghin cu nh lng

2.4.3 Mu nghin cu 2.5 Kt qu nghin cu 2.5.1 Thng tin mu nghin cu 2.5.2 Phng php x l s liu 2.5.3 Kim nh thang o bng h s tin cy Cronbach Alpha 2.5.3.1 Thang o cht lng dch v 2.5.3.2 Thang o mc hi lng 2.5.4 Phn tch nhn t khm ph EFA 2.5.4.1 Thang o cht lng dch v 2.5.4.2 Thang o mc hi lng 2.5.4.3 iu chnh m hnh nghin cu 2.5.4.4 nh hng ca cc yu t n cht lng dch v tic ci 2.5.5 Phn tch hi quy v phn tch tng quan 2.5.5.1 Phn tch hi quy 2.5.5.2 Phn tch tng quan 2.5.6 Phn tch phng sai mt yu t (One-Way Anova) 2.5.7 Tho lun kt qu 2.6 Tm tt

42 43 43 44 45 45 46 47 47 48 49 51 52 52 53 55 56 58

CHNG 3: MT S GII PHP NHM NNG CAO CHT LNG DCH V TIC CI CA CNG TY DCH V DU LCH PH TH 60
3.1 Mt s gii php 3.1.1 Mc tin cy v nng lc phc v 3.1.2 Mc p ng 3.1.3 Phng tin vt cht hu hnh 3.1.4 Mc tip cn thun tin v mc ng cm 3.2 Mt s kin ngh khc 60 60 67 68 69 70 73

KT LUN TI LIU THAM KHO PH LC

M U
1. L do chn ti Trong i sng tinh thn ca ngi Vit th ci l mt chuyn h trng trong cuc i mi con ngi. Ci l mt phong tc, mt nghi l m phong v dn tc. phong tc tp qun c mt nn gc quy c vng vng, ngi xa t ra nghi l hn nhn. Ngoi s nu cao gi tr ti quan trng cu ngha v chng vi tnh cm yu ng cao qu cng s thu chung vn ngha trn tnh, cn c mc ch ti hu l bo tn tinh thn gia tc, cao o hiu tho, rn luyn xy dng con ngi bit t trng v tn trng ln nhau, bit gi trn nhn cch trong i sng. Hn l Vit Nam tuy ban u chu nh hng nng n theo Chu Cng L, v sau dn d ci thin theo phong tc tp qun v vn ho ring ca dn tc ta. Hn l Vit Nam t y thin v x hi tnh, dnh nhiu thoi mi cho trai gi hn v chuyn cu kt thng gia cng khng nng n cu n theo tn ngng v php tc, gio iu Khng Mnh. Cho nn ti cui th k 19 v u th k 20, hn l trong i sng Vit Nam c tnh ci m nhiu v ngy cng gin lc nhng thn ho, ngha hn. Ca dao tng nhn nh: Du yu nhau thm thit m . Nu cha hn l cha thnh v chng Do mi ngi trong mt i phi tri qua mt ln hn l. V trong mt hn l s c s chng kin, tham d ca hng trm thc khch. C th tic ci s mi thc khch tham d ti t gia hay c t chc cc nh hng. Tuy nhin, thu nhp ca ngi dn Thnh ph H Ch Minh ngy cng c nng cao, tro lu tin trin x hi ngy cng vn minh tin b v yu t khng gian s gp rt nhiu kh khn khi mi thc khch n d tic ci ti t gia nn cc nh hng t chc tic ci ti TPHCM ngy cng pht trin c v cht ln v lng. Ngy nay, cc m ci bt u t chc vi phong cch mi v np sng mi. Tic ci l bui tic ca gia nh t chc mi h hng, bn b, ngi thn n chung vui ng thi l ra mt ca c du, ch r i vi h hng, bn b v ngi thn ca h. Ba tic ny thng c t chc rt trang trng ti cc nh hng TPHCM

Ni bt ln trong ngnh dch v tic ci ti TPHCM l Tng Cng Ty Du Lch Si gn (Saigontourist) nh hng cho s i ln khng ngng ca hot ng kinh doanh dch v ca cng ty, trong khng th khng ni n s pht trin khng ngng ca cm nh hng tic ci ca cng ty dch v du lch Ph Th. Vi sc cha 2500 ch ngi gm 3 nh hng chnh: Nh Hng Thy T m Sen, Nh Hng Phong Lan, v Nh hng Ngc Lan s l ni l tng t chc bui tic ci trang trng ny. Khi quan nim v tnh cht ca bui tic rt trang trng cng vi s ra i ca cc nh hng t chc tic ci Thnh Ph H Ch Minh ni chung v ca cng ty dch v du lch Ph Th ni ring, ngi s dng dch v ny s tr nn kh tnh hn, i hi cao hn v cht lng dch v ca bui tic. Do to s hi lng cho thc khch tham d tic ci cng nh gia tng thm lng khch hng th cc nh hng phi khng ngng p dng cng ngh vo t chc tic ci, cng nh khng ngng ci tin cht lng dch v v mt bui tic c n hng trm khch c tham d v truyn ming cho nhau v cht lng phc v ca nh hng. Vic tm ra nhng yu t nh hng n cht lng dch v v lm gim s hi lng ca thc khch khi n tham d tic ci nh hng ca cng ty dch v du lch Ph Th s gip ban lnh o c gii php ng n nng cao cht lng dch v cng nh nng cao li th cnh tranh ca nh hng, y cng l l do ti chn ti nh gi cht lng dch v tic ci ca cng ty dch v du lch Ph Th nghin cu. 2. Mc tiu nghin cu ti nghin cu vi cc mc tiu sau: Xc nh cc yu t o lng cht lng dch v tic ci Xy dng v iu chnh thang o cht lng dch v tic ci nh gi cht lng dch v tic ci ca cng ty dch v du lch Ph Th. xut mt s gii php nng cao cht lng dch v tic ci ca cng ty dch v du lch Ph Th 3. i tng v phm vi nghin cu ti mong mun a ra nhng gii php ph hp cho vic nng cao cht lng dch v nh hng tic ci ca cng ty dch v du lch Ph Th, do phm vi ti l lnh vc cung cp dch v tic ci v s kho st, phng

vn trc tip nhng thc khch n d tic ci cm nh hng ca cng ty ( l nh hng Thy T m Sen, nh hng Phong Lan, v nh hng Ngc Lan) . 4. Phng php nghin cu Nghin cu c thc hin thng qua 2 giai on: Nghin cu s b: S dng phng php nh tnh. Tho lun nhm iu chnh, b sung m hnh thang o cht lng dch v tic ci nh hng. Nghin cu chnh thc: S dng phng php nh lng vi k thut phng vn trc tip thng qua bng cu hi iu tra nhm kim nh m hnh thang o v xc nh yu t quan trng tc ng n s hi lng ca thc khch khi tham d tic ci cc nh hng. X l s liu nghin cu: S dng phn mm SPSS 11.5 kim nh thang o bng h s tin cy Cronbach Alpha, phn tch EFA, phn tch tng quan hi quy, v phn tch phng sai (Oneway Anova). 5. ngha thc tin Trong thi bui kinh t th trng cnh tranh ngy cng gay gt, c bit l s ra i hng lot cc nh hng tic ci th cht lng dch v cng nh vic lm tha mn s hi lng khch hng s phi c t ln hng u. Do vic vn dng cc cng ngh vo vic t chc tic ci cng nh vic tp trung phn tch cht lng dch v ca nh hng tic ci s trc tip gip cc nh qun l ca cng ty dch v du lch Ph Th c ci nhn ton din hn v tm quan trng ca cht lng dch v v c nhng gii php thch hp nng cao mc hi lng ca khch i vi dch v tic ci cng nh nng cao li th cnh tranh. Ngoi ra, kt qu nghin cu cn l c s khoa hc pht trin phng thc phn tch nh k cht lng phc v khng ch nh hng tic ci m cn c th m rng sang cc loi hnh nh hng khc. 6. Cu trc nghin cu: Ngoi phn m u v kt lun, cu trc nghin cu ca ti gm c 3 chng:

Chng 1: Tic ci v c s l thuyt v cht lng dch v Chng 2: Thit k nghin cu v kt qu nghin cu Chng 3: Mt s gii php nhm nng cao cht lng dch v tic ci cm nh hng ca cng ty dch v du lch Ph Th

CHNG 1: TIC CI V C S L THUYT V CHT LNG DCH V


1.1 Tic ci
1.1.1 Khi nim v tic ci Tic theo nh ngha l s by v mm c tht i mi ngi. Vy tic ci c hiu l mt loi tic trong c nhng nghi l trang trng cng b s kt hp gia tn lang v tn gia nhn, c du ch r tr thnh thnh vin ca gia tc di s cho php ca hai gia nh v trc s chng kin, chc phc ca mi ngi. 1.1.2 Lch s ca nghi thc ci Trc khi c php lut cng nhn, nghi thc nh du thi khc ngi n ng v ngi n b chnh thc sinh sng cng nhau tri qua nhiu thng trm, gn vi lch s pht trin v t duy nhn loi. Cp v: Hnh thc ci c xa nht trong lch s nhn loi khng bao hm khi nim yu, thay vo l nhng mu chnh tr v ngha sng cn. Trong bui bnh minh ca nhn loi, ngi ta cho rng mun b tc ln mnh th phi tng cng kh nng sinh tn. V th n ng ca cc b tc thng bt cc c gi t b tc hay lng khc v lm v. Khi , ph n thng b ch r cng bn b v h hng ca anh ta bt cc. Nhm nhng thanh nin ny l manh nha ca hnh nh nhng ph r trong cc m ci hin i. Ngay khi c gi b cp v, lp tc c c coi l ti sn ca ch r v b tc ca anh ta. trnh s tr th ca b tc c du, ngi chng thng dt v i sng cch ly. y chnh l ngun gc ca tun trng mt ngay sau l ci. Nhng m ci mang tnh chnh tr: Sau thi k , nu cc c du khng b bt cc th cng b s dng nh mt phng tin kt ni nhng gia nh c v tr cao trong b lc. C gi p b gia nh g bn i ly tin bc, gia cm, t ai hay nhng vt gi tr khc. Hn nhn thng c thc hin vi nng cao a v x hi ca mt hay c hai ngi. Thng thng, h khng bit mt nhau cho n tn ngy ci. m ci thi trung c: Thi trung c, ph n khng cn b coi l mn hng trao i. Nu mt i uyn ng mun lm m ci, cha x s ban

phc cho h - cng chnh l nghi thc u tin nhng bt buc. Nhng m ci b mt, khng theo quy tc nh th khng c coi l hp php. Tuy nhin,m ci vn lun b gn vi nhng bn hp ng ghi r ngha v v trch nhim ca tt c cc bn c lin quan. m ci hong gia v qu tc thng c thc hin khi i tr mi ln 10 hoc 12 tui, ch yu l v ca ci v tha k. Tuy nhin, vi tng lp bnh dn, nhng m ci v tnh yu din ra ph bin hn bi ti sn v v tr x hi khng phi qu quan trng i vi h. m ci thi thuc a: Li mt ln na, m ci l phi v lm n nhiu hn i tnh thun tu. Gia nh ch r thng sp t cuc hn nhn, nh trc c gi s v lm v con trai mnh sau khi iu tra k nhn thn, iu kin kinh t ca gia nh bn kia, sau gi th cho ngi cha ca c gi. Trong l th ny ngoi vic ca ngi nhng kh nng ca con trai mnh, ngi cha ca ch r tng lai cn ch r nhng li ch m hai gia nh c c nu tc thnh cho i tr. Nu ngi cha ca c gi ng , hai bn s chnh thc tm hiu v sau khi c tha thun v hi mn, hn l s c c hnh. Thng thng nhng m ci min Nam nc Anh c t chc nh mt ngy hi, trong nhng bui tic ln h n, thc ung cng nhng tr chi linh nh. m ci thi Victoria (nc Anh): Ngay khi hc xong (khong 17,18 tui), cc c gi chnh thc bc vo tui cp k. Lc ny gia nh thng chun b o qun, trang im c tr nn xinh p, quyn r nht. Nhng chng trai vn ch yu n hn nhn v ti sn hn l tnh i. Tng lp thng lu thng gp g trong nhng ba tic, cn nhng ngi bnh dn th gp nhau trong nhng bui nguyn ti nh th. Nu i tr thy qu mn nhau v gia nh h khng qu khc bit v thn phn th c th nh hn. Nhn chung cho n tn thi k ny, hn nhn cng ch nh thc hin mt hp ng, nng tnh vt cht hn l tinh thn. Tuy nhin ngi ph n c lp hn trong hn nhn. H c quyn t chi khng kt hn nu hon ton khng c tnh cm g vi i tng. Nh vy nghi thc ci tri qua nhiu giai on ca thng trm lch s, mi giai on mang tnh cht, ngha khc nhau. V trong thi i ngy nay, m ci nh l kt qu ca mt tnh yu m hoa kt tri, l hnh nh mang gi tr vn ha truyn thng v nhn vn su sc trong tm thc ca mi con ngi.

1.1.3 Ci hi trong phong tc tp qun ca ngi Vit Nam Trong i sng thng ngy, chng ta hay nhc n hai ch phong tc l gii nhng vn ta phi lm m khng cn bit ti sao v mi ngi u lm nh vy. Vy phong tc l g? Phong c ngha l gi, tc l thi quen chung. Vy phong tc l thi quen lan rng . Trong t in Hn Vit ca Nguyn Vn Khn, ng nh ngha phong tc l thi quen chung ca s ng ngi t lu i c thnh khun kh nht nh. Qua nh ngha trn ta thy, phong tc tc l nhng iu m mi ngi vn theo t trc ti nay v tr nn thi quen trong x hi. Nhn chung, cc thi quen v tc l khng phi lc no cng lun lun l hay l tt. C thi quen thi i ny l hay nhng sang thi i sau khng cn ngha na. V vy phong tc lun lun thay i theo thi gian di s tc ng ca i sng bn thn con ngi trong x hi. Nghe qua nh c s mu thun khi ni ti i sng bn thn qua phong tc. Tht ra, mc du l thi tc chung, nhng phong tc vn chu s nh hng bi nhng sinh hot trong cuc sng hng ngy ca con ngi. Vi thi gian v s pht trin x hi, phong tc tp qun c sng lc rt nhiu, nhng tp tc lc hu m tn dn dn b o thi, nhng ci tt p trong truyn thng c bo tn v ngy cng pht huy ph hp vi nhn thc v s pht trin ca nhn loi. in hnh l vic tin hnh nghi thc trong l ci ca ta ngy xa v ngy nay. Ch xt v mt kinh t ta thy s khc bit gia nn kinh t nng nghip la nc vi nn kinh t ang trn ng cng nghip ho, hin i ha nh hin nay. Cuc sng trong thi i cng nghip ho khin con ngi khng cn thi gian chy theo nhng phong tc qu rm r v lc hu. Hin nay, vi nhp sng th n o no nhit, c my ai bit c ht nhng phong tc ca a phng mnh ch ng ni n nhng phong tc chung ca c nc. Gi s nh vic ci xin, ai ai cng cho l vic h trng ca c i ngi nhng khng hn ai ai cng bit n xut pht t u v mc ch ca vic t chc l ci nhm vo iu g? Hn l ca nc ta trc y theo nghi thc ca Trung Hoa nhng c s thay i i cht. Theo s sch th nhng nghi l ny do Nhn Din, thi th qun Cu Chn truyn sang Vit Nam u tin. Khi trnh by v hn l, ng Thn Trng Hu c vit: lp hn th khng l khng thnh hn. L y

chnh l l do thi th Nhn Din truyn sang bui ban u gm su l, c mnh danh l Chu Cng lc l L Np Thi: i bn nh trai, nh gi nh c. Nh trai dng con nhn mang ti nh gi vi ngha l chn c ni. V theo tc l Trung Hoa th sau khi ngh hn ri, nh trai mang sang nh gi mt cp nhn. S d em chim nhn l v chim nhn l loi chim rt chung tnh, khng snh i hai ln. Tng truyn rng loi chim nhn rt tho n, khi chng n gp mi th ku nhau n chung, va lc trng th khi n th no cng c mt con trng v mt con mi m thi. Khc vi cc loi chim khc, chim nhn khi c mt con cht th mt con cn li cng bun ru m cht theo. Sau ny, ngi Trung Hoa no cn theo c l th ch dng ngng thay th cho chim nhn.(Loi ngng tuy ngng nghnh, nhng rt chung tnh). L Vn Danh: l hi tn v h ca c gi l g? c bao nhiu tui, c ha hn vi ai cha? L Np Ct: Sau khi xem xt tui v hai bn gia nh ng , th bn ng trai s sm sa l phm em sang nh gi cu hn. Ty theo nh giu th l qu, cn ngho th cht nh gi l. L Np Chng: cn gi l L Np T (chng ngha l chng, T ngha l la) l l em hng la hay vt phm qu gi n nh gi lm tang chng cho s ha hn chc chn, ri ch ch ngy ci du. y l l quan trng trong vic hn nhn. Ngy c l, nh trai dn n nh gi l gm bnh, tri, ru, tr, tru cau. Nh gi nhn l ca nh trai em chia cho thn bng quyn thuc bo tin mng ( tnh thnh ngy ny c km theo thip bo h). Nhn l n hi tc l nh gi nhn hn vic g con cho nh trai. Sau , chng r phi su tt nh v cha ci, ngha l vo nhng dp tt Nguyn n, tt oan Ng, nhng ngy gi chnh ca nh gi th chng r phi c l ti gia nh nh v. C nhiu ni, chng r phi ti r nh v mt thi gian trc khi lm l ci, nhng ch trong thi k cha ci ny thi. Tuy nhin, nhiu chng trai sang r hn bn v. L Thnh K: l l xin nh ngy gi lm L Ci, nhng ngy gi cng do bn trai nh, ri hi li kin bn gi m thi, song th no nh gi cng ty bn trai. L Thn Nghinh: cn gi l L Nghnh hn,l c nh gi ng thun ngy gi nh ca bn trai. Trong l ny c l dn ci, nn trc khi n

nh l rc du nh gi thng thch ci nh trai (v nhng l nh gi i, i khi nh trai khng lo ni v nh gi thch no tin dn ci, no trang sc, qun o cho c du, no ln, no xi lm c mi h hng. Sau khi i bn nh trai, nh gi tha thun v l thch ci, hai h n nh ngy nghnh hn. Ngy ny thng c chn vo nhng ngy c coi l tt ngy theo m lch, nhng ngy khng xung, khng k cc tui ca ch r c du. Thng ngi ta kn ngy hong o. Ngy nghnh hn, nh trai mang l ti h nh gi. i u l mt ng gi cm hng, thng c kn trong cc ng gi ng con v c a v. S la chn ny c mong cho i tr bch nin gia lo, con chu hu, lm n sung tc, n trn ngi trc. Khi m ci n gn ng nh gi, nh trai t ln bnh pho. Lc y, ng nh gi c ngi chng dy, nht l cc tr em. Hai em hai bn ng, mi em cm mt u dy, thng k chic t lng iu. Nh trai phi cho cc em tin chng b dy i v ngi ta king vic ct t dy. Trong nhng m ci long trng, c nhiu nh by hng n trong ng n m a r. Nh trai phi tng nhng ngi by hng n mt mn tin v nhng ngi ny, khi m ci n thng t pho mng ch r. Khi m a r vt qua c lp chng dy ti cng nh c du, ca ng li ng. y l tc ng ca, thng do cc c em du hoc ngi nh lm, nh trai phi b tin ra cho ngi m ca gi l tin m ca. m a r vo trong nh. l cng vi tin bc dn ci c t ln ging th. Nh gi im li thch ci, tuy mt phn c nh trai a ti t my ba trc nh gi lm c mi h hng. l ri, nh gi cho thp hng ch r cng c du lm l gia tin. Mi s kh khn t ra bi l nghi v phong tc k t lc chng dy cho n khi hng c thp ln trn ging th, ch ct chng t rng chng trai khng n h nhng s kh khn n cho c c du, v cng chng t s thit tha thng yu v ca ch r. Ch r v c du sau khi l bn th gia tin, mi ngi l bn l ri, phi l mng b m v v cc bc trn nh ng b, c k v nu cc v ny cn sng. Khi ch r l mng, b m v thng nhn dp ny cho chng r nh ca, rung nng bng cch trao vn t hoc a . Sau khi lm l xong bn nh gi, mt i din nh trai, thng l ngi nhiu tui thuc vo hng ch bc ca ch r ng ln thay mt cho h nh trai xin rc du v. Lc ny, c du y phc chnh t, trang im vi mi n trang ca mnh v s mang v nh chng tt c nhng mng, dn ci dnh ring cho c du nh qun o, chn gi, ng trong nhng chic rng ph nhiu iu. Cc phu ci i nhng chic rng ny i theo m

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a du. H nh gi c mt s ngi i theo c du, trong s c cc c ph du. Cc ph du, ph r c chn t cc c cu cha lp gia nh. B m c du khng i theo con gi. C ni, trc khi c gi ri khi nh mnh, b m gi vo vin o ca c chn chic kim khu. Thc ra, nhng chic kim ny dng phng mt chng phong. C gi ch hn li dn u m n du v t pho trc khi m n du ln ng. i theo c gi cm hng l h nh trai v h nh gi. Khi ti nh trai, c du phi bc qua mt ha l than hng tr nhng va c hoc t ma m nh c trong lc i ng. Trong lc , b m chng phi tm thi lnh mt qua nh hng xm mang theo bnh vi. iu ny c ngha l: mt ni tng mi n, ni tng c phi tm lnh mt. Sau l l gia tin bn nh chng, c hai v chng cng l. Xong l ny, b m chng cng tr v vi bnh vi. By gi li n l mng b m chng v ng b c k. Nhn dp l mng ca c du, ng b b m u tng cho c du mn qu, thng l tin hoc n trang. Sau mt vi ch em nh chng li a c du i l nh th h chng. L nh th xong, c du tr v nh chng d l t hng. Trong l t hng c hng qu, xi g v mt ci tru ring.(Ci tru ny dnh cho c du, ch r chia nhau n). C du ch r qu trc bn th nghe mt v cao nin c vn t t hng. Vn t t hng c xong, c du ch r mi ngi bn l ri. Sau hai ngi ung chung mt ly ru, mi ngi n mt ming tru, tm chung mt qu cao v mt ming tru khng. Trong lc h ung ru, n tru thng c t pho mng. Sau l t hng l tic dng do nh trai i nh gi trc khi nh gi ra v. C du li nh chng. Nh vy ta thy rng theo phong tc ci hi ngy trc, vic ci xin phi tri qua kh nhiu nghi thc phc tp. Nhng hin nay hu nh ch cn ph bin 3 cng an: l dm ng, l n hi v l ci. C th hiu nm na: dm ng l nh trai n t vn chnh thc vi nh gi cho i trai gi c php tin ti hn nhn; l n hi l nh trai mang l vt n nh gi xin t chc m ci, nh ngy ci; l ci bao gm l gia tin, a n du, tic mng hai h. Vi nhng cp c du ch r nh gn nhau th thng thc hin c 3 cng on. Vi nhng cp xa, nhiu khi hai bn gia nh tha thun gp 2 l n hi v l ci lm mt. Khi nh trai mang l vt n n hi l nh gi cho rc du, lm l gia tin v t chc tic mng ngay. Do kinh t - x hi ngy cng pht trin, cuc sng ca ngi dn ngy cng n nh hn, nhu cu v i sng tinh thn cng c nng cao. S pht trin

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ca cc th khin cho din tch, khng gian nh c hn; mt khc vi u th c snh rng, cc nghi l trong tic ci ngy cng phong ph v sang trng do tic mng ngy nay Thnh Ph H Ch Minh hu nh c t chc cc nh hng t chc tic ci mt bui tic c rt nhiu khch mi n tham d n chc mng cho hnh phc la i, cng nh n tn hng khng kh ca bui tic. Do , vi nhu cu pht trin trong tnh hnh kinh t x hi ngy nay, cc nh hng cn c bit quan tm n cht lng dch v t chc tic ci cng nh s hi lng ca khch khi n tham d tic. 1.1.4 ngha ca vic ci xin trong i sng x hi Trong cuc sng ngy xa cng nh ngy nay, m ci chnh l biu hin ca np sng x hi, ca nn vn ha dn tc. N va k tha truyn thng phong tc, tp qun ca dn tc, va c cch tn ngy cng vn minh theo s pht trin ca thi i. Trong cc m ci khng th thiu tru cau. N tng trng cho s gn b bn cht ca tnh anh em cng nh lng chung thy st son trong tnh cm v chng. Cng t , tru cau mang ngha Ming tru l u cu chuyn. Bn cnh l ru, go, tht, bnh tri l sn phm c trng ca nn vn minh nng nghip la nc. Mi th nh vy u c ngha nht nh trong vn ho c truyn Vit Nam. Trong ngy ci, chng nhng c du, ch r, hai bn cha m hoan h m c h hng ni ngoi, bn b, lng xm u hn hoan chc mng hnh phc la i. C th khng nh rng t lu, vic t chc l ci l mt phong tc khng th thiu trong cuc sng cng ng, m ngha x hi ca n th hin nhiu kha cnh: kinh t, x hi, o c, vn ho. L ci thng l s ghi nhn qu trnh trng thnh ca i thanh nin nam n, sau qu trnh tm hiu. N khng nh x hi tha nhn mt tnh yu. Hn nhn l s thng nht gia tnh yu v trch nhim gia hai ngi. Hn nhn khng c xy dng trn c s ca tnh yu l hn nhn khng c o c. L ci l s cng b trc d lun x hi sau qu trnh hnh thnh th tc ng k kt hn. S ra i ca mt gia nh mi c mt ngha rt quan trng i vi x hi. L ci cn l s hp mt ca hai h v bn b thn thch mng cho hnh phc la i. i vi m ci, con ngi c c hi gp g, tip xc, lm

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quen vi nhau, tng cng giao tip, m rng cc mi quan h x hi. n vi m ci l n vi mt sinh hot vn ho lnh mnh khng th thiu trong cuc sng mi con ngi v c cng ng. Mt s l thc trong ci xin xt kha cnh no ng cng th hin c ngha nht nh. L gia tin bc l truyn thng lun l o c nh hiu vi t tin, trn trng tnh cm v chng, c trch nhim vi lng xm qu hng.Hnh nh c du duyn dng trong t o di truyn thng ca nhng m ci xa vn lun c mi ngi ca ngi v trn trng. N th hin c tnh dn tc ca phong tc Vit Nam. V cng trong hn l, s chn thnh, su sc ca tnh yu i la c th hin qua cc tc l c truyn. l li khn nguyn (l th nguyn) ca c du ch r trc gia tin hai h, km theo l s trao k vt nh trao nhn ci, ha hn n vi nhau cho n mn chiu x bng Tt c u nhm nh du mt s chn mui ca tnh yu dn ti hn nhn Chnh v nhng ngha trn m chng ta c cu lp hn th khng l khng thnh hn. V l ci c xem nh ngy trng i ca i ngi, trong cht lng t chc tic ci cc nh hng ang rt c thc khch quan tm trong thi i nhu cu pht trin nh ngy nay.

1.2 C s l thuyt v cht lng dch v


1.2.1 Khi nim v cht lng dch v Trong xu th hin nay, hat ng ca ngnh dch v ngy cng pht trin v chim u th trong nn kinh t quc dn. Khng phi ngu nhin m cc nc c nn kinh t pht trin trn th gii li quan tm n vic tng dn t trng ca ngnh dch v, m ch yu y l ngun li nhun khng l ng gp vo sn phm quc gia. 1.2.1.1 Khi nim v dch v Dch v trong kinh t hc, c hiu l nhng th tng t nh hng ha nhng l phi vt cht. Dch v c cc c tnh sau: Tnh ng thi, khng th tch ri : sn xut v tiu dng dch v xy ra ng thi. Thiu mt ny th s khng c mt kia, Tnh cht khng ng nht: khng c cht lng ng nht, v dch v bt ngun t s khc nhau v tnh cht tm l, trnh ca tng nhn vin, ngoi ra cn chu s nh gi cm tnh ca tng khch hng

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Tnh v hnh: Khng c hnh hi r rt, khng th thy trc khi tiu dng do rt kh hiu c cm nhn ca khch hng i vi cht lng dch v Tnh khng lu tr c: khng lp kho lu tr nh hng ha hu hnh c. Dch v c nh ngha theo tiu chun ISO 9004: Dch v l kt qu mang li nh cc hat ng tng tc gia ngi cung cp v khch hng, cng nh nh cc hat ng ca ngi cung cp p ng nhu cu khch hng. Nh vy, quan nim v dch v ca doanh nghip s hnh thnh nn cc mi tng tc qua li gia doanh nghip v khch hng. Nn quan nim rng dch v ch l em n cho khch hng nhng th m h cn, doanh nghip s c th t mnh a vo th kt khi c khch hng i hi iu g m doanh nghip khng th p ng c. Ngc li, nu hiu khi nim v dch v mt gc rng hn, bao gm nhiu nhu cu tru tng khc nhau, doanh nghip s lun em n cho khch hng mt dch v ng vi mong i ca h. Bng cch p ng nhng nhu cu tru tng ca khch hng nh lng nghe khch hng, thng cm, chia s khi h gp phi vn kh khn hay em n cho khch hng nhiu s la chn khc nhau khi khng th p ng chnh xc ci m h cn, doanh nghip c th b xa cc i tng cnh tranh trong cuc ua v cht lng phc v. Mi khch hng khi giao dch vi doanh nghip, h thng nh gi cao cht lng dch v ca doanh nghip. 1.2.1.2 Khi nim v cht lng Cht lng l mt khi nim qu quen thuc vi loi ngi ngay t nhng thi c i. Khi nim cht lng xut pht t Nht Bn v tr thnh yu t quan tm hng u ca nhng ngnh sn xut vt cht va hng n tnh hu dng v tin li ca sn phm, va gim thiu nhng lng ph trong quy trnh sn xut. Hng lot thuyt qun l cht lng ni ting ra i nh Qun l cht lng ton din (TQM Total Quality Management), thuyt va ng lc (JIT Just In Time), Thuyt Ci Tin (Kaizen), c cc nh sn xut ni ting ca Nht Bn nh tp on Toyota, Honda, p dng hng n s hon thin v cht lng sn phm bng cch lm ng ngay t nhng chi tit u tin Do the right thing at the first time. Nhng l thuyt tuyt ho ny c xem nh mt s i mi trong phong cch qun l v nhanh chng c lan truyn v ng dng nhng khu vc c nn kinh t nng ng v pht trin th gii.

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Theo t chc Quc t v tiu chun ha ISO, trong d tho DIS 9000:2000 a ra nh ngha:cht lng l kh nng ca tp hp cc c tnh ca mt sn phm, h thng hay qu trnh p ng cc yu cu ca khch hng v cc bn c lin quan T nh ngha trn ta rt ra mt s c im ca cht lng nh: Cht lng c o bi s tha mn nhu cu. Nu mt sn phm v l do no m khng c nhu cu tip nhn th b coi l cht lng km, mc d trnh cng ngh ch to ra sn phm c th rt hin i. Do cht lng c o bi s tha mn nhu cu, m nhu cu lun lun bin ng nn cht lng cng lun lun bin ng theo thi gian, khng gian, iu kin s dng. Khi nh gi cht lng ca mt i tng, ta ch xt n mi c tnh ca i tng c lin quan n s tha mn nhng nhu cu c th. Cc nhu cu ny khng ch t pha khch hng m cn t cc bn c lin quan nh cc yu cu mang tnh php ch, nhu cu ca cng ng x hi. Nhu cu c th c cng b r rng di dng cc quy nh, tiu chun nhng cng c nhng nhu cu khng th miu t r rng, khch hng ch c th cm nhn chng, hoc c khi ch pht hin c trong qu trnh s dng. 1.2.1.3 M hnh cht lng dch v Khi ngnh dch v ngy cng pht trin th Cht lng dch v cn phi c ch trng v u t nghin cu. Hin nay tuy vn cha thng nht gia cc nh nghin cu v cht lng dch v, nhng hu nh cc quan im u nhn nhn rng cht lng dch v c mi quan h mt thit vi s hi lng ca khch hng (Cronin &Taylor, 1992); v cht lng dch v s l thc o cho dch v k vng ca khch hng (Lewis & Booms, 1982). Cht lng ca nhng sn phm hu hnh c th o lng c thng qua nhng quy nh c th r rng v cc tiu chun nh hnh dng, mu sc, cht liu, th cht lng dch v li tru tng hn v nhng tnh cht c th ca n nh tnh khng th tch ri, tnh v hnh, tnh khng ng nht v tnh khng lu tr c. i vi ngnh dch v vic nh gi ton din s hi lng ca khch hng i vi cht lng dch v l v cng kh khn do nhng tnh cht c th ring bit ca dch v. Gn nh l mt quy lut, vo ma cao im nhu cu v cht lng dch v c mi quan h t l nghch vi nhau, iu ny ng ngha vi

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nhu cu tng cao th cht lng dch v li c th b gim st. V mi quan h t l nghch ny lm mt thng bng trong cung ng dch v v s mong i ca khch hng. S cn bng ca cht lng dch v l mt trong nhng k vng ca khch hng, ng thi cng l iu m cc nh qun l cn phi quan tm v c s u t ng mc. C nhiu quan im cho rng s hi lng ca khch hng c th biu hin qua s tng trng doanh thu. Xt v phng din kinh doanh, s tng trng doanh thu th hin s pht trin ca mt t chc.Nhng vi nhng tnh cht c th ca ngnh dch v t chc tic ci th nu ch nhn vo kt qu kinh doanh nh gi s hi lng ca khch hng, nh qun l s khng c ci nhn tng th v bng chng xc thc v cm nhn ca khch hng, ng thi khng th nhn bit c nhng thiu st trong dch v v xu hng thay i trong nhu cu ca khch hng. Parasuraman & ctg (1985) l nhng ngi tin phong trong nghin cu cht lng dch v. Thnh cng ca nghin cu to phng tin t ph gip cc nh kinh doanh c c kt qu cht lng dch v ca h thng qua vic nghin cu nh gi ca khch hng - ngi s dng dch v. Thang o SERVQUAL c ghp t 2 t SERVice - Dch v v QUALity - Cht lng, c kh nhiu nh nghin cu nh gi l kh ton din (Svensson,2002). Theo nghin cu ca Parasuraman & Ctg (1988) cho ra i thang o cht lng dch v (Thang o SERVQUAL) vi 21 bin quan st thuc 5 nhm thnh phn ca cht lng dch v (Bng 1.1). Bng 1.1: Thang o Servqual Nhm mc tin cy: o lng mc thc hin cc chng trnh dch v ra vi 5 bin quan st: 1. Khi cng ty XYZ ha s thc hin iu g vo khong thi gian xc nh, th cng ty s thc hin 2. Khi bn gp vn , cng ty XYZ th hin s quan tm chn thnh trong gii quyt vn . 3. Cng ty XYZ thc hin dch v ng ngay ln u tin 4. Cng ty XYZ cung cp dch v ng vo thi im m cng ty ha s thc hin

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5. Cng ty XYZ thng bo cho khch hng khi no dch v s c thc hin Nhm mc p ng: o lng kh nng thc hin cc dch v kp thi v ng hn vi 3 bin quan st: 1. Nhn vin cng ty XYZ phc v bn nhanh chng, ng hn 2. Nhn vin cng ty XYZ lun lun sn sng gip bn 3. Nhn vin cng ty XYZ khng bao gi t ra qu bn rn khng p ng yu cu ca bn. Nhm nng lc phc v: o lng kh nng to s tin tng v an tm ca n v dch v cho khch hng vi 4 bin quan st: 1. Hnh vi ca nhn vin trong cng ty XYZ ngy cng to s tin tng i vi bn 2. Bn cm thy an ton khi thc hin giao dch vi cng ty XYZ 3. Nhn vin trong cng ty XYZ bao gi cng t ra lch s, nh nhn vi bn 4. Nhn vin trong cng ty XYZ kin thc tr li cc cu hi ca bn Nhm mc ng cm: o lng kh nng quan tm, thng cm v chm sc tng c nhn khch hng vi 4 bin quan st: 1. Cng ty XYZ th hin s quan tm n c nhn bn 2. Cng ty XYZ c nhng nhn vin th hin s quan tm n c nhn bn 3. Cng ty XYZ th hin s ch c bit n nhng quan tm nhiu nht ca bn 4. Nhn vin trong cng ty XYZ hiu c nhng nhu cu c bit ca bn Nhm phng tin vt cht hu hnh: o lng mc hp dn, hin i ca cc trang thit b vt cht, gi phc v thch hp, cng nh trang phc ca cc nhn vin phc v vi 5 bin quan st: 1. Cng ty XYZ c trang thit b hin i 2. C s vt cht ca cng ty XYZ trng rt hp dn 3. Nhn vin ca cng ty XYZ c trang phc gn gng, lch s

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4. Cc phng tin vt cht trong hot ng dch v rt hp dn ti cng ty XYZ 5. Cng ty XYZ c thi gian giao dch thun tin Nghin cu ca Parasuraman (1985) cho rng cht lng dch v l khong cch gia k vng ca khch hng v dch v m h ang s dng vi cm nhn thc t v dch v m h hng th. Cc nh nghin cu ny a ra m hnh 5 khong cch cht lng dch v. Hnh 1.1: M hnh 5 khong cch cht lng dch v:

Ngun: Parasuraman & Ctg (1985:44)

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Khong cch th nht: xut hin khi k vng ca khch hng v cht lng dch v c s khc bit vi cm nhn ca nh qun tr dch v. S khc bit ny c hnh thnh do cng ty dch v cha tm hiu ht nhng c im no to nn cht lng dch v, v c nhng nhn nh v k vng ca khch hng cha ng thc t. Khong cch th hai: xut hin khi cng ty dch v gp kh khn trong vic xy dng nhng tiu ch cht lng dch v sao cho ph hp vi nhng nhn nh v k vng dch v ca khch hng. S cch bit v tiu ch ny l do cu v dch v tng cao trong nhng ma cao im lm cho cc cng ty dch v khng p ng tt nhu cu khch hng. Khong cch th ba: chnh l s khc bit gia cht lng dch v cung cp thc t vi nhng tiu ch cht lng dch v m cng ty a ra. Khong cch ny lin h trc tip n nng lc phc v ca nhn vin, bi v khng phi lc no tt c cc nhn vin u c th hon thnh ht tt c cc tiu ch cht lng dch v m cng ty a ra. Khong cch th t: biu hin cho s khc bit v nhng ha hn trong cc chng trnh qung co khuyn mi vi nhng thng tin thc t v dch v cung cp m khch hng nhn c. Nhng ha hn qua cc chng trnh truyn thng c th gia tng k vng ca khch hng nhng cng s lm gim s hi lng v cht lng m khch hng cm nhn nhng iu nhn c khng ng vi nhng g m cng ty dch v ha. Ngha l khong cch ny xut hin khi c s so snh cht lng m khch hng cm nhn c vi nhng thng tin dch v c truyn ti n h. Khong cch th nm: chnh l khong cch cht lng dch v ca cng ty. Cht lng dch v c coi l hon ho khi khong cch th nm ny bng 0. Khong cch th nm chnh l cht lng dch v ca cng ty v khong cch ny ph thuc vo s bin thin ca cc khong cch 1,2,3, v 4. Ci tin cht lng dch v l ti thiu ha khong cch 5, iu ny ng ngha vi vic ti thiu ho cc khong cch cn li. Cht lng dch v trong cng ty xc nh bng hm s:
Khong cch 5=f(khong cch 1, khong cch 2, khong cch 3, khong cch 4)

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Parasuraman & Ctg lc u nghin cu rng cht lng dch v c cm nhn bi khch hng c hnh thnh bi 10 thnh phn, l: 1. tin cy (reliability) 2. Kh nng p ng (responsiveness) 3. Nng lc phc v (competence) 4. Tip cn (access) 5. Lch s (courtesy) 6. Thng tin (communication) 7. Tn nhim (credibility) 8. an ton ( security) 9. Hiu bit khch hng (understanding customer) 10.Phng tin hu hnh (tangibles) M hnh 10 thnh phn ca cht lng dch v c th bao qut ht mi kha cnh ca mt dch v, nhng li phc tp trong vic o lng, mang tnh l thuyt, v c nhiu thnh phn khng t gi tr phn bit. Do cc nh nghin cu nhiu ln kim nh m hnh ny v i n kt lun l cht lng dch v bao gm 5 thnh phn c bn, l: 1. tin cy (reliability): th hin qua kh nng thc hin dch v ph hp v ng thi hn ngay ln u tin. 2. Kh nng p ng (responsiveness): th hin s nhit tnh gip khch hng, cng nh cung ng dch v nhanh chng. 3. S bo m (assurance): th hin qua trnh chuyn mn, thi lch s, nim n v to s tin tng cho khch hng. 4. S ng cm (empathy): th hin s quan tm chm sc n tng c nhn khch hng. 5. Phng tin vt cht hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca nhn vin, v cc trang thit b phc v cho dch v. Tuy c kh nhiu tranh ci v s lng thnh phn nh gi, nhng sau hng lot nghin cu v kim nh th 5 thnh phn ny vn c xem l n gin v y . Vi mi thnh phn, Parasuraman thit lp nhiu bin quan st o lng nh gi ca khch hng theo thang im Likert. V ng cng cho rng vi tng loi hnh dch v v tng tnh cht nghin cu khc nhau th s lng bin quan st cng khc nhau. 1.2.2 Mi quan h gia cht lng dch v v s hi lng ca khch hng Trong lnh vc kinh doanh s tho mn nhu cu ca khch hng lun l mi quan tm hng u ca cc nh kinh doanh.

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C nhiu quan im khc nhau v mc tha mn ca khch hng. Theo Bachelet, 1995; Oliver, 1997 th s tha mn c gii thch nh l mt phn ng mang tnh cm xc ca khch hng v mt sn phm hay dch v da trn nhng kinh nghim c nhn. Philip Kotler, 2001 cho rng S tha mn l mc trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t sn phm hay dch v vi nhng k vng ca ngi . Thng thng cc nh kinh doanh dch v thng cho rng cht lng dch v v s tha mn nhu cu khch hng l ng nht. Tuy nhin nhiu nghin cu cho thy cht lng dch v v s tha mn nhu cu khch hng l hai khi nim phn bit. S tha mn khch hng l mt khi nim tng qut ch s hi lng ca khch hng khi s dng sn phm hay dch v trong khi cht lng dch v tp trung vo nhng thnh phn c th ca dch v (Zeithaml & Bitner, 2000). Nhiu nghin cu kim nh v chng minh mi quan h gia cht lng dch v v s tha mn ca khch hng (Cronin & Taylor, 1992; Spreng & Mackoy, 1996). Song rt t nghin cu tp trung vo vic kim nh mc gii thch ca cc thnh phn cht lng dch v i vi s tha mn ca khch hng, c bit trong nhng ngnh dch v c th (Lassar & Ctg, 2000). ti nghin cu khoa hc ca Nguyn nh Th v nhm ging vin trng i hc Kinh T TPHCM thng 7 nm 2003 v o lng cht lng vui chi gii tr ngai tri ti TPHCM a ra m hnh v kim nh gi thuyt v mi quan h gia 5 thnh phn cht lng dch v ca thang o SERVQUAL v mc tha mn ca khch hng.

21

Hnh 1.2: M hnh cht lng dch v v s hi lng ca khch hng

Kt qu kim nh gi thuyt ny chng minh cho mi quan h gia 5 thnh phn cht lng dch v v s tha mn l hin hu. Tm li, cht lng dch v ph thuc vo khang cch gia mc k vng ca khch hng cng nh l mc cm nhn ca h i vi dch v . Cht lng dch v bao gm 5 thnh phn chnh l: kh nng p ng, nng lc phc v, mc tin cy, s ng cm v phng tin vt cht hu hnh. Dch v t chc tic ci l mt trong nhng loi hnh kinh doanh tiu biu v dch v, c bit trong xu th pht trin tan cu ha, ng dng cng ngh thng tin c trong dch v t chc tic ci nh hin nay do n s gn lin vi nhu cu i hi ngy cng cao ca khch hng. p ng nhu cu ngy cng cao ca thc khch th mi nh hng cn phi han thin v nng cao cht lng dch v. Vic tm ra nhng thnh phn ca cht lng dch v, cc yu t hn ch cng nh nhng yu t tc ng vo

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s hi lng ca thc khch khi n nh hng tham dc tic ci l tin nng cao cht lng dch v cng nh nng cao li th cnh tranh ca nh hng trn thng trng.

1.3 Tm tt
Ci biu hin np sng ca mt x hi, n tng trng cho s gn b bn cht, lng chung thy st son ca tnh cm v chng. V trong xu th ton cu ha ngy nay, tic ci l mt trong nhng loi hnh kinh doanh tiu biu v dch v. Chng ny gii thiu v tic ci, lch s ca nghi thc ci, cng nh mt s phong tc ci hi Vit Nam v mt s nc trn th gii. Ngoi ra trong chng 1 ny tc gi gii thiu m hnh l thuyt v 5 nhm thnh phn tc ng n cht lng dch v ca Parasuraman, l kh nng p ng, nng lc phc v, mc tin cy, s ng cm, v phng tin vt cht hu hnh. Tc gi s s dng m hnh ny lm c s nghin cu s hi lng v cht lng dch v khi tham d tic ci nh hng. Chng tip theo s gii thiu khi qut v cm nh hng tic ci ca cng ty dch v du lch Ph Th.

23

CHNG 2: THIT K NGHIN CU V KT QU NGHIN CU


2.1 Gii thiu khi qut v cm nh hng t chc tic ci ca cng ty dch v du lch Ph Th
Cng ty dch v du lch Ph Th l n v trc thuc SaigonTourist. c thnh lp vo ngy 5 thng 1 nm 1993, cng ty dch v du lch Ph Th khng ngng ln mnh v l mt trong nhng cng ty dch v hng u ca TPHCM ni chung v ca SaigonTourist ni ring . Vi hn 15 nm kinh nghim trong hot ng dch v, vi cht lng ngy cng c nng cao, v ngy nay cng ty dch v du lch Ph Th tr nn kh quen thuc vi thc khch v nh hng chuyn t chc tic ci. V s an ton v sc khe ca thc khch cc nh hng u s dng ngun thc phm, nguyn liu t cc nh cung cp uy tn, m bo nh Vissan, Metro Cash & carry, Ph An Sinh,cho n nay ton h thng cha xy ra v ng c thc phm no. Do , h thng nh hng Ph Th chuyn t chc tic ci vi hng trm mn n truyn thng, a dng sc mu vn ha hng nm u t tiu chun v sinh an ton thc phm ca TPHCM. Nhng thnh cng trn gp phn em v cho h thng cng ty nhng phn thng cao qu: 5 Hun Chng Lao ng Hng Ba, 2 Hun Chng Lao ng Hng Nh, 2 Hun Chng Lao ng Hng Nht v rt nhiu giy khen, c thi ua xut sc ca Th Tng Chnh Ph v cc b trao tng (Theo Ph Th Tourist). Cm nh hng t chc tic ci ca cng ty dch v du lch Ph Th vi sc cha 2500 ch ngi gm 3 nh hng chnh: Nh Hng Thy T m Sen, Nh Hng Phong Lan, v Nh hng Ngc Lan. Nh hng Thy T m Sen: Ngay trong lng Thnh Ph tng c mnh danh Hn Ngc Vin ng ny lun rng m mt khng gian l tic nn th vi phong cnh thin nhin lng mn hu tnh dnh cho hnh phc trm nm l Nh hng Thy T m Sen

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Nu v khu du lch m Sen ni ting nh mt a sen hng, th Nh hng Thy T m Sen chnh l mt nhy hoa gp phn to nn v quyn r ca khng gian ny. c ta lc s 3 Ha Bnh, Qun 11, TPHCM v vi din tch 2500m2 nh hng Thy T m Sen l mt trong nhng a im c khng gian t chc tic phong ph nht ca Thnh Ph, vi 3 snh t chc tic v mt nh hng sn vn lng mn -Snh i Yn vi khng gian chiu i cng lc 1000 thc khch. -Snh Trung Yn vi kin trc khng gian hnh tr trn c th tip i 450 khch tht sang trng, gn gi v v cng m cng. -Snh Thy T ngai b h m Sen, ni 700 quan khch s cng chia s nhng khonh khc hnh phc trong mt khung cnh ht sc th mng, tr tnh. -Nh hng sn vn Thy T m Sen vi sc cha 200 khch, khung cnh lng mn tr tnh rt thch hp chc mng cho mt tnh yu vnh cu. Vi khng gian lng mn, th mng tr tnh, Nh hng Thy T m Sen l n v c s bn tic cao nht trong 1 ngy vi 380 bn. Nh hng Phong Lan: Trong nhiu nm qua ti TPHCM, nh hng Phong Lan l mt trong nhng thng hiu nh hng ni ting v t chc tic ci. Nh hng Phong Lan ta lc 215C L Thng Kit, Qun 11 hat ng vi phng chm Cht lng l trn ht Chng ti lun hng n s hon thin v ton m lm hi lng qu khch. Do chng trnh l ci c u t kh k v kch bn, cng nh cc mn n lun c cc u bp chm cht k cng, C th ni Phong Lan l a im l tng v thun li t chc tic ci. Ty theo lng khch mi, nh hng Phong Lan c 4 snh la chn t chc cho bui tic. - Snh Phong Lan 1: c 100 bn vi sc cha t 1000 1200 thc khch - Snh Phong Lan 2: c 40 bn vi sc cha t 400 500 thc khch - Snh Phong Lan 3: c 25 bn vi sc cha t 250 300 thc khch - Snh Phong Lan 4: t 1 n 6 bn. Mi nm nh hng Phong Lan phc v hn 350000 bn, v l nh hng c chng nhn du lch t chun ca Thnh Ph nm 2007.

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Nh hng Ngc Lan: Vi nm tr li y, a ch v ting tm ca nh hng Ngc Lan vn xa hn n vi nhiu khch hng trong v ngai qun nh khung cnh trang tr sang trng, m cng ,cht lng v phong ph cc mn n chiu i tic ci. Nh hng Ngc Lan ta lc 293 L Thng Kit Qun 11, c 2 phng i tic rt l tng cho t chc tic ci - Phng tic Hng Ngc: sc cha 300 khch - Phng tic Ngc Bch: sc cha 500 khch.

2.2 Gii thiu tic ci ca cm nh hng cng ty dch v du lch Ph Th


2.2.1 Nghi thc t chc tic ci Ngy hn l l ngy trng i nht trong i ngi. V vy t ngn xa n nay, ng b ta lun ly nghi l long trng rng buc s kt hp ny vi mong mun n s l mi mi. Nghi l trong tic ci l dp tn lang v tn giai nhn th hin lng bit n ca mnh i vi cng sinh thnh, dng dc ca cha m. Bn cnh , n cng l dp h th hin tnh yu thng nhau, nguyn th cng nhau i sut qung ng cn li ca cuc i. c bit l i vi c du v ch r, nghi l trong ngy ci cn c ngha to ln hn l to mt mi rng buc v hnh v mt tinh thn. Nghi l cng long trng bao nhiu, cng lng mn bao nhiu th cng li n tng su sc trong lng ngi tham d by nhiu. Nghi thc tic Trc khi lm l, nh hng tt n, phc v t nn mi bn tic MC ln pht biu khai mc bui tic (vi ni dung: thng bo ngy, thng, nm t chc bui l; l do t chc bui tic v cm n tt c quan khch n tham d). Chng trnh ma n mng c du, ch r v hai h. Sau khi iu ma kt thc, MC gii thiu c du v ch r ln sn khu. V on i xung dn cho hai bn li i ca c du ch r v ri hoa theo tng bc chn ca tn lang v tn giai nhn. Nhc nn cng c ni ln cho bc chn thm nh nhng, bay bng. Cng lc , i khnh tit cng dn cho hai bn ng dn ln sn khu v phun tuyt rc c du ch r ln sn khu.

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Hai dy pho bong bng cng c ko ln chc mng cho hnh phc ca i v chng mi ci. Khi c du ch r ln n sn khu th pho kim tuyn cng c bn ra. MC gii thiu thn mu hai h ln sn khu (nhc nn c m vo khi hai h i ln, pho kim tuyn cng c bn khi hai h ng trn sn khu). i din hai h ni li pht biu. C du ch r cng rt ru Champagne (trong thp ly ru Champagne c khi to ln khi m xung quanh nhng ly ru). C du ch r dng ru cho cha m. C du ch r ung ru giao bi. C du ch r cng ct bnh ci. MC tuyn b kt thc nghi l v chc cc thc khch ngon ming. Cng ngh t chc tic ci C th ni cha lc no cng ngh thng tin li bng n nh hin nay. Xa l thng tin cho php chng ta c th i n bt c ni no trn th gii. Ch cn ngi trc my vi tnh v click, chng ta c th mua sm v s dng bt c sn phm dch v, v tt nhin khng ngoi tr cc sn phm dch v ca nh hng tic ci. Hin nay rt nhiu nh hng tic ci Thnh Ph H Ch Minh ni chung v cm nh hng ca cng ty dch v du lch Ph Th ni ring s dng cc phn mm thit k trang Web, thng qua mng Internet qung co hnh nh nh hng tic ci ln trang Web. M cc Website, cng b hnh nh bui l ci ch sau 4 gi t khi tic ci din ra. Mc ch l nhng ngi thn, bn b ca c du v ch r (khp ni trn th gii) nu khng th n d th vn c th xem din bin ca bui tic; thng qua n cng l mt hnh thc qung b hiu qu cho hnh nh ca nh hng. Nhng ai ang mun tm mt ch t chc tic ci cng c th click vo trang Web tham kho v v tr, hnh nh, cch thc trang tr phng tic, nghi thc t chc tic ci, cng nh phong cch phc v ca nh hng. Ngoi ra, nh hng cn a c dch v my phng v mn hnh (Projector & Screen) vo phng tic. V hiu qu truyn cm ca n tht s lm ngi ta kh qun theo di din bin ca bui tic c tt hn, cc nh hng s dng h thng camera quay t ng. H thng ny gip cho tip tn Lobby c th

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quan st snh tic. Khi c tic, mn hnh v camera c bt ln. Camera s qut tt c hnh nh snh v truyn ln mn hnh nh hng, t s bit c tnh hnh khch n hay cha chun b cho nghi l. ng thi camera cng qut tt c hnh nh nh hng truyn xung snh (lobby), ni c c du, ch r v quan khch, t h bit c khch n ngi trong phng tic ng cha ln lm l. ng thi, h thng ny cng gip cho nhng quan khch ngi khut xa sn khu c th theo di r nghi thc lc lm l. Camera s quay trc tip hnh nh c du ch r sn khu ln mn hnh c t hai bn tng v nhng ch khut sn khu. Nh vy m tt c quan khch u c th chng kin c giy pht thing ling . Hn th na, h thng ny s gip cho nh lnh o c th quan st c mi din bin ca bui tic. T pht hin nhng thiu st, khc phc sai lm, nhc nh nhn vin thc hin tt hn nhm mang li cht lng phc v tt nht cho khch hng. Tic ci nh du mt bc ngoc mi trong cuc i ca mi ngi. N m ra mt ng r mi, ng r ny phi tht s lng ly, rc r v lng mn. Con ng ny phi c tri y hoa, phi rn r, phi du dng nhng nt nhc trm bng. to nhng n tng ny cho bui l, cc nh hng s dng my bn pho kim tuyn tung ra hng ngn bng hoa lp lnh, hng ngn cnh hoa nhiu mu sc tri y trn ng, di chn c du ch r khi h bc ln i hnh phc. Hay n bn ra hng triu ngi sao kim tuyn lung linh rc r nh t im thm cho hnh phc ca i v chng mi ci, cho tnh yu ca h mi sng nh nhng cnh sao kia. Vi to khi thp ly c to t kh Nit c c 16 . ny khi tc dng vi nc s xut hin mt ln khi mng, nh, m mu trng. Cc nh hng s dng khi ny di chn nhng ly ru. Khi Champagne c rt ra thp ly, ru tc dng vi khi s to mt ln khi trng m xung quanh thp ly trng rt p v lng mn.Ngoi ra, my to khi tun ra nhng cun khi m m o o cng vi h thng n chiu nhiu mu nhp nhy cho ta cm gic nh ang i trong chn thn tin. Bn cnh , nh hng cn s dng nhng chm n quay, nhng bng n nhiu mu sc to nn cho bui l. Trong sut bui tic, nhng bng n chm v v s nhng bng n nh mu vng c s dng to cm gic m du, thoi mi. Tht kh tng tng c rng ngi ta em c cng ngh k thut vo trong tic ci. T trc n nay, ngi ta thng ngh rng, cng ngh ch p dng trong cc dy chuyn sn xut s cho ra i hng ngn sn

28

phm. Nhng gi y cng ngh i vo mi lnh vc. Vic p dng cng ngh vo tic ci mang li nhng hiu qu trong i sng v trong kinh doanh. 2.2.2 Thc n tic ci Ngy nay, cc m ci t chc vi phong cch mi vi hnh thc tic theo thc n Set menu hay theo tic ng Buffet. Tic ci l bui tic ca gia nh t chc mi h hng, bn b, ngi thn chung vui ng thi l l ra mt ca c du, ch r i vi h hng, bn b v ngi thn ca h.Ba tic ny thng c t chc rt trang trng. Tic ci theo thc n Set Menu Thng thng, cc thc n Set Menu thng c 6 mn, gm c 1 mn khai v, 4 mn n chnh, v 1 mn trng ming,. V trong 4 mn chnh ny, cc ch tic thng la chn a dng cc mn n nh: cc mn b, cc mn g vt , cc mn tm, cc mn mc, cc mn sn, cc mn c, cc mn lu, m hoc cm. Mt s thc n in hnh: Thc n 1 Sp mng cua Gi bi C Diu hng hp Hng Kng G quay xi chin Lu hi sn Tri cy Thc n 3 Sp mng cua T Xuyn G hp rau rm Tm s hp ru gng Mc hp Lu hi sn Qung ng Tri cy Thc n 2 Gi sen tm tht Sp mng ty cua G quay x mui B nu u bnh m Lp thp cm Bnh Flan Thc n 4 B bp thu Sp tuyt nh Hi sm xo gn nai C ri g kiu n bnh m Gi heo tim k t Rau cu

29

Thc n 5 Gi mc chua cay Sp tuyt nh cua C chm st chua ngt G quay st pat - bnh m Rau cu Thc n 7 Gi hoa tam sc Sp tam t Vt hp Hng Kng B st tiu xanh bnh m Lu hi sn chua cay Bnh Flan Thc n 9 Gi t qu Sp hi sn Heo sa quay bnh bao Hi sm xo ng c M xo hi sn Kem Tic ci theo thc n Buffet

Thc n 6 Gi bch tuyt k Ch gi thng hi C lc qua Sn heo nu u Kem Thc n 8 Ngc trm bin ng Ch gi qung ng Tm hp tri da G nu nm ng c Lu thp cm Tri cy Thc n 10 Bt bu kim chi Sp ng c g x Cng cua bch hoa C ri tm cng bnh m Cm chin dng chu Rau cu

Ngy nay, c rt nhiu bn tr chn hnh thc t chc tic ci theo kiu tic ng t chn (Buffet), nht l cc bn tr ang du hc hoc lm vic nc ngoi, v cc bn tr ang lm vic trong cc cng ty nc ngoi, i khi l h rt thch mt tic ci hin i mang nhiu nt u - M, v cng th hin mt nt mi. p ng nhu cu a dng ca thc khch, cm nh hng cng ty dch v du lch Ph Th cng t chc tic ci Buffet theo yu cu ca thc khch. Tic ci c t chc trng tht u ha, sang trng vi nhng dy bn tic quy vy , gn 20 loi mn n ng trong nhng ni nng to, sng long v trn nhng a tht to, trang tr cc p, cht y bia ru.

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Thc n in hnh: 1.Fruit Cocktail . 2.Shrimp Cocktail . 3.Gi phng Hong (Gi Ng Sc gi Cng ) - Vietnamese Royal salad . 4.Rau c ngm gim thp cm - Variety vegetables in the Vinegar country style .5.C Tm nng st Ti - Grilled Aubergine with garlic sauce . 6.C Chua nhi tht b l - Baked tomatoes stuffed with meat . 7.Tm cng xanh hp - Steamed Japanese Green Shrimps . 8.Cng Cua Bch hoa - Fried Crab-Claws wrapped with minced seafood . 9.Gh bao giy bc nng - Grilled Sentinel-Crabs wrapped in silver paper . 10.C Saba bao giy bc nng - Grilled Norway Saba wrapped in silver paper .11.C Chm nhi tht hp - Steamed Sea-Bass stupped with meat & herbs . 12.Mc Nang xc du ph lu - Cuttle-fish Chinese style . 13.Mc nhi tht chin - Fried Cuttle-fish stuffed with meat . 14.Heo sa quay - Roasted Sucking-pigs . 15.Tht Cu b l - Baked Lamb . 16.Tht G nu c ri - Curried Chicken . 17.Tht Th st Vang - Cooked Rabbit . 18.Cm Chy Hi Sm - Sauteed Burned Rice with holothurian . 19.M s C Chua - Sauteed Spaghetti with tomato sauce . 20.Cm chin Hong Bo - Fried rice royal style . 21. o tri cy nhit i - Fruity Island .

2.3 Thit k quy trnh nghin cu


Cht lng dch v ngy nay rt quan trng v c xem nh li th cnh tranh trong ngnh dch v. Thang o SERVQUAL ca Parasuraman c kim nh v c nh gi l ton din cho cht lng dch v. Tuy nhin do nhu cu pht trin ca mi th trng khc nhau, cng nh ty c trng ca tng ngnh dch v, do nghin cu cht lng dch v t chc tic ci th vic iu chnh li thang o cho ph hp vi c th ca ngnh dch v t chc tic ci l iu cn thit. V th nghin cu cht lng dch v t chc tic ci nh hng ca cng ty dch v Ph Th c thc hin qua 2 giai on: nghin cu s b v nghin cu chnh thc Nghin cu s b: nhm xc nh cc yu t chnh tc ng n s hi lng ca khch hng cng nh pht hin thm nhng thnh phn ca nghin cu

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m m hnh xut ban u cha c. y l bc quan trng iu chnh t thang o cht lng dch v ca Parasuraman sang thang o cht lng dch v tic ci, do giai on ny tc gi tin hnh 2 bc nghin cu nh tnh. Nghin cu nh tnh ln 1 c thc hin thng qua phng php fichier kt hp vi phng php tho lun vi 5 chuyn vin phng kinh doanh t chc tic ci ca cng ty dch v du lch Ph (thng qua cu hi ph lc 1). Nghin cu ny c thc hin vo ngy 12/08/2008. Sau tc gi tip tc tin hnh nghin cu nh tnh ln 2 c thc hin thng qua phng php Brain Storming vi 15 khch hng tng tham d tic ci cc nh hng ca cng ty Ph Th (thng qua cu hi ph lc 2). Tho lun ny c thc hin vo ngy 15/08/2008. Da vo kt qu thu c t hai ln nghin cu nh tnh tc gi iu chnh v b sung cc bin quan st ca thang o Servqual cho ph hp vi c th ca ngnh dch v tic ci TPHCM a vo thc hin nghin cu nh lng Nghin cu chnh thc: c thc hin bng phng php nghin cu nh lng o lng cht lng dch v tic ci v s hi lng ca khch hng. Nghin cu ny c thc hin thng qua phng vn trc tip vi 220 thc khch tng tham d tic ci nh hng ca cng ty dch v du lch Ph Th. Bng cu hi sau khi tho lun v iu chnh hon tt c thc hin iu tra ti TPHCM vo ngy 25 thng 08 nm 2008.

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Hnh 2.1: Qui trnh nghin cu


C s l thuyt v: Cht lng dch v Thang o Servqual

Thang o 1

Phng php tho lun

Thang o 2

iu chnh

Nghin cu nh lng (N=220)

nh gi s b thang o bng h s Cronbach alpha

Phn tch nhn t khm ph EFA, kim tra phng sai trch c

Xc nh cht lng dch v tic ci, yu t nh hng n s hi lng ca thc khch

Kin ngh gii php nng cao cht lng dch v t chc tic ci

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2.4 Xy dng v iu chnh thang o


Thang o c s dng ph bin o lng cht lng dch v l thang o SERVQUAL. Thang o cht lng dch v ny c 21 bin quan st thuc 5 nhm thnh phn ca cht lng dch v (bng 1.1). Nhm tho lun dng thang o SERVQUAL lm c s nghin cu s b. Tuy nhin mi ngnh dch v ti mi th trng c nhng c th ring, v ngnh dch v t chc tic ci cng c nhng c th ring ca n. V vy nhiu bin quan st ca thang o SERVQUAL c th khng ph hp vi loi hnh dch v tic ci ti TPHCM. Do nghin cu nh tnh c thc hin iu chnh v b sung mt s bin quan st ca thang o tc ng n cht lng dch v t chc tic ci cc nh hng. 2.4.1 Nghin cu nh tnh: Nghin cu nh tnh ln 1: Vi nhng chuyn vin t chc tic ci iu chnh thang o Servqual, tc gi tin hnh nghin cu nh tnh thu thp kin ca 5 chuyn vin phng kinh doanh tic ci cc nh hng ca cng ty dch v du lch Ph Th TPHCM c th l 2 chuyn vin kinh doanh ca nh hng Thy T m Sen, 2 chuyn vin ca nh hng Phong Lan, v 1 chuyn vin ca nh hng Ngc Lan.(Bng 3.1). Bng 2.1: Danh sch cc chuyn vin STT Tn chuyn vin Chc v - Tn n v cng tc 1 Hunh kim Thu Phng Trng phng kinh doanh tic ci nh hng Thy T m Sen 2 Nguyn Th M Trm Nhn vin kinh doanh tic ci nh hng Thy T m Sen 3 Nguyn Thanh Huy Ph phng kinh doanh tic ci nh hng Phong Lan 4 Nguyn Th Kim H Nhn vin kinh doanh tic ci nh hng Phong Lan 5 Nguyn Vinh Huy Trng phng kinh doanh tic ci nh hng Ngc Lan

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V l nhng chuyn vin kinh doanh tic ci nn hu nh h c trnh chuyn mn cao, v lun quan tm n nhng yu t dch v mang li s hi lng cho thc khch trong bui tic. Do tc gi s dng phng php lp phiu (Fichier) bc 1. Bng cch pht phiu cu hi (ph lc 1) cc chuyn vin lit k ti a nhng kin v quan im ca mnh v nhng yu t tc ng n cht lng dch v tic ci. Sau , tc gi tng hp li tt c cc kin v tin hnh bc 2 l tho lun vi cc chuyn vin. Kt qu sau ln nghin cu nh tnh ny cho thy nhng chuyn vin kinh doanh t chc tic ci u c kin cho rng: V mc tin cy: Nh hng phi m bo cht lng dch v cung cp khng sai st, nu c thay i th cn phi c s thng bo kp thi, ng thi thi nhit tnh nim n ca nhn vin i vi khch cng gi vai tr quan trng trong bui tic. V mc p ng: Cc nhn vin khi a vo phc v trong bui tic cn phi p ng mt cch nhanh chng, kp thi c bit l trong vic phn chia v phc v thc n thc ung trn bn tic. Ngai ra, ngi qun l tic c kh nng sp xp nhanh chng bn tic, mn n khi pht sinh thc khch tham d tic ng hn d tnh. V nng lc phc v: i ng nhn vin trong ngnh dch v tic ci phi c nng lc chuyn mn v nng lc phc v chuyn nghip. Thc n, thc ung hp khu v v m bo v sinh an tan thc phm. Bn cnh , nh hng cng ch n v sinh sch s khu vc v sinh cng cng, snh tic, cc loi khn tri bn, chn da. Ngai ra, nh sng trang tr bui tic phi m du hi ha v m bo an ninh an ton. V mc ng cm: Cc chuyn gia cho rng gp phn thnh cng cho bui tic, th nh hng phi c i ng nhn vin lun quan tm, ch v h tr nhng yu cu ca thc khch V phng tin vt cht hu hnh: Cc chuyn gia cho rng khung cnh p, trang phc nhn vin lch s, cch b tr bn tic, trang tr mn n v phng tic cn phi c chm cht.

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Bn cnh , nh hng cng cn phi quan tm n chng trnh tic, ngi dn chng trnh chuyn nghip, dn cho khnh tit lch s nh nhn, v trang thit b i mi tng ng vi cng ngh t chc tic. Ngoi ra, a s cc chuyn gia cho rng gi c v hnh thc khuyn mi hp dn, cng vi thi nim n ca ch tic cng gp phn lm hi lng thc khch khi tham d tic ci. Nh vy, kt qu nghin cu cho thy, ton b cc chuyn vin cho rng mc tin cy, mc p ng, nng lc phc v, mc ng cm v phng tin vt cht hu hnh u tc ng n s hi lng ca khch v cht lng dch v tic ci. Cc thnh phn ca thang o Servqual c gi nguyn khng i; tuy nhin cn phi iu chnh v b sung mt s bin quan st cho ph hp vi dch v tic ci c bit l thnh phn mc p ng, nng lc phc v, v phng tin vt cht hu hnh (Bng 3.2) Bng 2.2: Bin quan st ca thang o SERVQUAL c iu chnh b sung ln 1 Mc tin cy (5 bin) 1. Nh hng cung cp dch v ng ngay t ln u. 2. Khi bn gp kh khn v cn s gip , nh hng nhit tnh gip bn 3. Khi bn khiu ni phn nn v dch v, nh hng gii quyt nhanh chng v linh hat 4. Nh hng c s thng bo kp thi khi c s thay i trong dch v tic ci 5. Nh hng cung cp dch v tic ci nh gii thiu Mc p ng (8 bin) 1. Nhn vin nh hng c phong cch phc v chuyn nghip 2. Nhn vin nh hng p ng nhu cu ca bn mt cch nhanh chng 3. Nhn vin nh hng phc v bn chu o d vo ma cao im ca tic ci 4. Nhn vin nh hng lun sn sng gip bn 5. Nhn vin nh hng giao tip vi bn thn thin 6. Nhn vin nh hng p ng tt vic phn chia v phc v thc n, thc ung trn bn tic 7. Nhn vin nh hng c kh nng phc v bia, nc ngt chu o 8. Nh hng gii quyt nhanh chng kp thi trng hp khch i ng hn d nh

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Mc nng lc phc v (8 bin) 1. Khu vc cng cng nh hng m bo v sinh sch s 2. Thi phc v ca nhn vin nh hng lm bn t tin 3. Khng kh snh tic lm bn thy thoi mi, an ton 4. Thc n, thc ung m bo v sinh an ton thc phm 5. Bn lun c nh hng phc v lch s 6. Khn n, khn ph bn gh, chn da m bo v sinh sch s 7. Thc n ngon, hp khu v 8. Nh hng m bo an ninh, an ton Mc ng cm (3 bin) 1. Nh hng th hin s quan tm n bn 2. Nhn vin nh hng hiu c nhng nhu cu c bit ca bn 3. Nh hng ny ch n nhng g bn quan tm nhiu nht. Phng tin vt cht hu hnh (13 bin) 1. Nh hng c khung cnh p 2. Nhn vin phc v trong nh hng c trang phc lch s 3. Cch b tr bn tic v cc dch v khc hp l 4. Cch trang tr phng tic nh hng lun lm bn hi lng 5. Khu vc v sinh cng cng nh hng lm bn hi lng 6. Chng trnh t chc tic mi l,hp dn 7. Ngi dn chng trnh tic ci ca nh hng chuyn nghip 8. Nh hng c trang thit b hin i 9. Cch trang tr mn n a dng, p mt 10. Bng hng dn n khu vc cng cng rt r rng 11. Dn cho khnh tit n tip khch nh nhn, lch s 12.nh sng trang tr to cm gic d chu 13.Gi c dch v phi chng v c khuyn mi. Sau khi thu thp v tng hp kin ca cc chuyn gia, thang o Servqual vi 21 bin quan st thuc 5 nhm thnh phn ca cht lng dch v (bng 1.1) c b sung thnh 37 bin quan st. (Vi mc tin cy c 5 bin quan st, mc p ng c 8 bin quan st, mc nng lc phc v c 8 bin quan st, mc ng cm c 3 bin quan st, v phng tin vt cht hu hnh c 13 bin quan st) nh bng 2.2

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Nghin cu nh tnh ln 2: Vi nhng thc khch tham d tic ci Kt qu tho lun phn nghin cu nh tnh ln 1 ch l phn kin ca cc chuyn vin t chc tic - nhng ngi b phn kinh doanh t chc tic ci cc nh hng, nn kin ny c th t nhiu mang tnh ch quan ca bn cung cp v t chc tic. Do , thang o c th mang tnh ton din hn, tc gi thm mt ln nghin cu nh tnh thng qua hnh thc tho lun khm ph cc yu t bng phng php Brain Storming vi 15 khch hng tng tham d tic ci cc nh hng. V h l nhng thc khch n d tic ci vi chuyn mn ngh nghip v lnh vc dch v tic ci s khng su nh nhng chuyn vin t chc tic. khc phc khuyt im ny cng nh ton b khch hng c th pht ht nhng tng, tc gi s dng phng php ng no (Brain Stormimg) kch thch nhng thc khch ny tham gia suy ngh, ng gp thm sng kin cho cng vic ny. Phng php Brain Storming nhm din t tin trnh ging nh cn bo (Storm) lay ng nhanh v mnh lit mi kh nng lm vic ca b no (Brain). bt u cho bui tho lun nhm, tc gi t ra: Cu hi 1: Anh/ch thng tham d tic ci cc nh hng no ca cng ty dch v du lch Ph Th? nhm gi m cho khch hng bit ni dung ca bui tho lun s lin quan n vic t chc tic ci cc nh hng ca cng ty Ph Th. Sau khi tng ngi mt ca nhm tho lun a ra nhng nh hng m h tng tham d tic ci, tc gi a mi thc khch mt xp phiu trng v gii thch ngn gn cho cch thc ca phng php ng no pht tng mi thnh vin trong nhm chun b cho vic tr li cu hi 2: Khi tham d tic ci cc nh hng ny anh/ch thng quan tm n nhng yu t no ca nh hng?. Trong cu hi th 2 ny, 15 thc khch tham d tho lun s vit mt yu t m h quan tm khi n tham d tic ci nh hng ln mt t phiu; trong lc h ang pht tng vit ra nhng yu t khc ln nhng t phiu tip theo, tc gi nht tt c nhng t phiu m thc khch ghi ra v dn ln bng tin cho thc khch quan st v b sung thm nhng yu t khc. Sau , tc gi loi nhng yu t trng lp cng nh sp xp li tt c cc yu t m thc khch quan tm khi n tham d tic ci. Kt qu nghin cu cho thy cc thc khch hu nh a ra nhng yu t nh nhng chuyn vin a ra trong nghin cu nh tnh ln 1, l chng trnh nghi thc ca bui tic, khu v v cch trang tr cc mn n ca

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thc n, kh nng phc v, thi nhit tnh, mc p ng ca nhn vin, nh sng, trang tr ca bui tic, dn cho khnh tit, ngi dn chng trnh, snh tic, khn n, khn ph bn gh, khu vc v sinh cng cng, v sinh an ton thc phm,gi c, chng trnh khuyn mi, ,nhng li khng nu ra nhng yu t v mc ng cm. Mt khc thc khch (ngi s dng dch v) li quan tm n v tr, a im ca nh hng t chc tic, dch v gi xe ca nh hng, v nhng i mi v cch trang tr trong bui tic ca nh hng ny. Sau , tc gi da vo kt qu nghin cu nh tnh ln 1 gi tho lun nh bc 2 ca ph lc 2, nhm xc nh thc khch c yu cu n nhng yu t ca mc ng cm i vi cht lng dch v tic ci hay khng? Hay h c quan tm nhng cha nu ra trong lc tho lun. V kt qu tho lun cho thy thc khch u ng mc ng cm, s ch quan tm n nhng yu cu ca thc khch s gp phn tc ng n cht lng dch v ca bui tic. Da vo kt qu nghin cu nh tnh ln 1 v t nhng ni dung thu thp c nghin cu nh tnh ln 2 iu chnh v b sung thang o. Kt qu cho thy c mt bin quan st b loi b cng nh c mt s bin quan st c thm vo. C th, mc p ng c 1 bin khng ph hp, l bin nhn vin nh hng c kh nng phc v bia, nc ngt chu o. C s loi b l ngha ca bin ny c bao hm trong bin nhn vin nh hng c kh nng phn chia v phc v thc n, thc ung trn bn tic (Vi kh nng phc v thc ung trn bn tic bao hm ngha c kh nng phc v bia, nc ngt chu o). V c s thm vo mt s bin l a s khch hng vi gc l ngi tiu dng dch v u c bit quan tm khi tham d tic ci cc nh hng. l thnh phn phng tin vt cht hu hnh c 4 bin quan st c thm vo l cc bin: Nh hng gn trung tm thnh ph, Nh hng ny c dch v gi xe thun tin, ng n nh hng tham d tic thun tin i vi bn,v Nh hng lun c nhng i mi khi bn n tham d tic ci Sau khi loi b 1 bin quan st ca mc p ng, v thm vo 4 bin ca thnh phn phng tin vt cht hu hnh, thang o cht lng dch v t chc tic ci cc nh hng c b sung thnh 40 bin quan st o lng 5 thnh phn ca n. Thnh phn tin cy c o lng bng 5 bin quan st. Thnh phn mc p ng c 7 bin quan st. Thnh phn nng lc phc v c 8 bin quan st. Thnh phn ng cm c 3 bin quan st.V

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thnh phn phng tin vt cht hu hnh c 17 bin quan st.Bin quan st ca thang o SERVQUAL c iu chnh v b sung ln 2 (Bng 3.3) Bng 2.3: Thang o SERVQUAL iu chnh b sung ln 2 Mc tin cy (5 bin) 1. Nh hng cung cp dch v ng ngay t ln u. 2. Khi bn gp kh khn v cn s gip , nh hng nhit tnh gip bn 3. Khi bn khiu ni phn nn v dch v, nh hng gii quyt nhanh chng v linh hat 4. Nh hng c s thng bo kp thi khi c s thay i trong dch v tic ci 5. Nh hng cung cp dch v tic ci nh gii thiu Mc p ng (7 bin) 1. Nhn vin nh hng c phong cch phc v chuyn nghip 2. Nhn vin nh hng p ng nhu cu ca bn mt cch nhanh chng 3. Nhn vin nh hng phc v bn chu o d vo ma cao im ca tic ci 4. Nhn vin nh hng lun sn sng gip bn 5. Nhn vin nh hng giao tip vi bn thn thin 6. Nhn vin nh hng p ng tt vic phn chia v phc v thc n, thc ung trn bn tic 7. Nh hng gii quyt nhanh chng kp thi trng hp khch i ng hn d nh Mc nng lc phc v (8 bin) 1. Khu vc cng cng nh hng m bo v sinh sch s 2. Thi phc v ca nhn vin nh hng lm bn t tin 3. Khng kh snh tic lm bn thy thoi mi, an ton 4. Thc n, thc ung m bo v sinh an ton thc phm 5. Bn lun c nh hng phc v lch s 6. Khn n, khn ph bn gh, chn da m bo v sinh sch s 7. Thc n ngon, hp khu v 8. Nh hng m bo an ninh, an ton

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Mc ng cm (3 bin) 1. Nh hng ny th hin s quan tm n bn 2. Nhn vin nh hng hiu c nhng nhu cu c bit ca bn 3. Nh hng ch n nhng g bn quan tm nhiu nht. Phng tin vt cht hu hnh (17 bin) 1. Nh hng c khung cnh p 2. Nhn vin phc v trong nh hng c trang phc lch s 3. Cch b tr bn tic v cc dch v khc hp l 4. Cch trang tr phng tic nh hng lun lm bn hi lng 5. Khu vc v sinh cng cng nh hng lm bn hi lng 6. Chng trnh t chc tic mi l,hp dn 7. Ngi dn chng trnh tic ci ca nh hng chuyn nghip 8. Nh hng c trang thit b hin i 9. Cch trang tr mn n a dng, p mt 10. Bng hng dn n khu vc cng cng rt r rng 11. Dn cho khnh tit n tip khch nh nhn, lch s 12.nh sng trang tr to cm gic d chu 13.Gi c dch v phi chng v c khuyn mi. 14. Nh hng gn trung tm thnh ph 15. Nh hng c dch v gi xe thun tin 16. ng n nh hng tham d tic thun tin i vi bn 17. Nh hng lun c nhng i mi khi bn n tham d tic ci. Thang o mc hi lng ca khch hng s dng trong nghin cu ny da vo c s o lng ca Hayes (1994) nhm nh gi s hi lng ca khch khi s dng dch v nh hng tic ci. Bao gm 4 bin quan st c tho lun v a vo kho st. Mc hi lng ca khch hng: 1. Cht lng dch v ca nh hng p ng c yu cu mong i ca bn 2. Nhn chung, bn hi lng vi trang thit b vt cht ca nh hng 3. Nhn chung, bn hi lng vi cung cch phc v ca nh hng 4. Bn s gii thiu vi ngi quen nh hng ny nu h c nhu cu t chc tic ci

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2.4.2 Nghin cu nh lng Cc thang o sau khi c iu chnh v b sung thng qua nghin cu nh tnh s c tip tc nh gi thng qua nghin cu nh lng (nghin cu chnh thc), V bng cu hi c iu tra gm c 44 cu, tng ng vi 44 bin quan st (5 bin quan st v mc tin cy, 7 bin quan st v mc p ng , 8 bin quan st v nng lc phc v, 3 bin quan st v mc ng cm.V 17 bin quan st v phng tin vt cht hu hnh). Thang o mc hi lng ca khch hng l thang o n hng, v c o lng bng 4 bin quan st. Cc thng tin c nhn nh gii tnh, i tng khch, tui tc, trnh vn ha chuyn mn, thu nhp cng c thit k trong bng cu hi theo thang o danh xng o lng s khc bit khi nh gi tm quan trng ca cc yu t tc ng n cht lng dch v tic ci. Thang o 5 bc c vn dng o lng mc ng ca thc khch t cc pht biu trong bng cu hi, c th l: 1 = hon ton khng quan trng 2 = Khng quan trng 3 = Bnh thng 4 = quan trng 5 = hon ton rt quan trng Bng phng php x l d liu trn SPSS (Statistical Package for Social Sciences SPSS), ti s dng cc thang o nh sau: - Gii tnh: Thang o ny nhm o lng s khc bitt ha gia nam v n khi nh gi v cht lng dch v t chc tic ci, ni dung thang o c trnh by: 1 - Nam 2 - N - Nhm khch hng: Thang o ny c s dng nhm o lng s khc bit gia i tng khch tham d tic ci nh hng v i tng khch tng t tic ci nh hng khi nh gi v cht lng dch v t chc tic ci, ni dung thang o c trnh by: 1 Bn l khch tham d tic ci nh hng 2 Bn l ngi tng t tic ci nh hng - tui: ti s dng thang o ny nhm o lng s khc bit gia nhng thc khch c tui khc nhau khi nh gi v cht lng dch v t chc tic ci, ni dung thang o c trnh by: 1 - Di 25 tui

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2 - t 25 n 34 tui 3 - t 35 n 44 tui 4 - t 45 tui tr ln - Trnh vn ha chuyn mn: Thang o ny c s dng nhm o lng s khc bit gia nhng thc khch c tui khc nhau khi nh gi v cht lng dch v t chc tic ci, ni dung thang o c trnh by nh sau: 1 - Lao ng ph thng 2 - Trung cp cao ng 3 - i hc v cao hn - Thu nhp trong 1 thng: ti s dng thang o ny nhm o lng s khc bit gia nhng thc khch c thu nhp khc nhau khi nh gi v cht lng dch v t chc tic ci, ni dung thang o c trnh by: 1 - Di 1,5 triu 2 - T 1,5 triu n di 3 triu 3 - Trn 3 triu 2.4.3 Mu nghin cu Sau khi thng qua nghin cu nh tnh iu chnh v b sung thang o. Nghin cu chnh thc (nghin cu nh lng) c thc hin theo phng php chn mu thun tin (phi xc sut). Theo kinh nghim cc nh nghin cu cho rng, nu s dng phng php c lng ML th kch thc mu ti thiu phi t 100 n 150 (Hair & Ctg 1998). Cng c nh nghin cu cho rng kch thc mu ti hn phi l 200 (Hoelter 1983). Ngoi ra theo Bollen, 1989 th kch thc mu ti thiu l 5 mu cho 1 tham s cn c lng. Vi bng cu hi s dng trong nghin cu ny l 49 cu (bao gm 5 cu hi bit i nt v i tng phng vn), do kch thc mu d kin ra l n=245. Tng s bng cu hi pht ra l 240 bng, tng s bng cu hi thu v l 240 bng. Sau khi nhp d liu v lm sch th s bng cu hi hp l c s dng x l SPSS l 220 bng, chim t l 92%.

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Bng 2.4: S lng kho st ca cm nh hng tic ci ca cng ty dch v du lch Ph Th tin hnh nh gi cht lng Nh hng Nh hng Thy T m Sen Nh hng Phong Lan Nh hng Ngc Lan 2.5 Kt qu nghin cu 2.5.1 Thng tin mu nghin cu Nghin cu c tin hnh phng vn trn 220 mu. Mu c la chn theo phng php ngu nhin i vi nhng thc khch tham d tic ci cm nh hng cng ty du lch Ph Th (Nh Hng Thy T m Sen, Nh Hng Phong Lan, Nh Hng Ngc Lan). Sau khi tin hnh iu tra, thu thp thng tin v x l s liu, nghin cu c nhng thng tin nh sau: (ph lc 4) V gii tnh trong nghin cu c phn chia nh sau: C 102 thc khch l nam trong tng s 220 bng cu hi hp l (chim 46,4%) v c 118 thc khch l n (chim t l l 53,6%). Trong mu nghin cu ny cho thy t l gii tnh khng c s chnh lch nhiu khi tham d tic ci. V nhm khch hng: Mu c chia thnh 2 nhm khch hng chnh (l khch tham d tic ci nh hng, v nhm khch tng t tic ci nh hng). Sau khi x l s liu cho thy c 172 i tng l khch tham d tic ci (chim t l 78,2%), v c 48 i tng thuc i tng l nhm khch tng t tic ci nh hng (chim 21,8%). V tui: c 66 thc khch nh hn 25 tui (chim 30%), c 121 thc khch t 25 n 34 tui (chim t l kh cao 55%), c 17 thc khch c tui t 35 n 44 tui (chim 7,7%), v ch c 16 thc khch c tui trn 45 (chim t l thp nht 7,3%). V trnh vn ha chuyn mn:C 12 thc khch thuc nhm lao ng ph thng (chim 5,5%), c 66 thc khch thuc i tng trung cp cao ng S lng kho st 100 70 50

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(chim 30%), c 142 thc khch c trnh vn ha chuyn mn l i hc v cao hn (chim t l cao nht 64,5%) V thu nhp: Ch c 9 thc khch c thu nhp di 1,500,000 (chim 4,1%), c 44 thc khch c thu nhp t 1,500,000 n di 3,000,000 (chim t l 20%), v cao nht l nhm thc khch vi thu nhp trn 3,000,000 c 167 thc khch (chim t l rt cao 75,9%). iu ny cho thy trong nn kinh t th trng hin nay thu nhp ca con ngi ngy cng ang c ci thin, v gn lin vi s ci thin v ti chnh th nhng yu cu v i sng ca con ngi v cht lng dch v ngy s ngy cng c nng cao hn. 2.5.2 Phng php x l s liu Thang o cht lng dch v mc hi lng ca thc khch khi tham d tic ci nh hng c tc gi xy dng da trn c s l thuyt v cht lng dch v ca thang o Servqual trong chng 1 v 2 ln nghin cu nh tnh thu thp kin ca cc chuyn gia t chc tic ci cng nh kin nhng thc khch s dng dch v tic ci b sung cc bin quan st ca thang o Servqual cho ph hp vi c th ca dch v tic ci. Sau khi thu thp d liu, bc u tin, tc gi kim nh thang o bng h s tin cy Cronbach Alpha loi cc bin rc trc. Cc bin c h s tng quan bin-tng (item-total correction) nh hn 0.3 s b loi v tiu chun chn thang o khi n c tin cy Cronbach Alpha t 0.6 tr ln (Nunnally & Burnstein 1994). K n, tc gi kim nh thang o bng phn tch nhn t khm ph EFA loi dn cc bin c trng s (factor loading) nh hn 0.5.1 Thang o c chp nhn khi gi tr h s Kaiser-Meyer-Olkin (KMO) ln hn hoc bng 0.5 v nh hn hoc bng 1 (Othman & Owen, 2002), eigenvalue ln hn 1 v tng phng sai trch bng hoc ln hn 50% (Gerbing & Anderson 1988). Sau khi thang o cht lng dch v tic ci c x l, tc gi phn tch hi quy v phn tch tng quan thy c mi quan h gia cc thnh phn tc ng n cht lng dch v tic ci v mc tc ng ca cc thnh phn ny n s hi lng ca thc khch khi tham d tic ci.
Theo Hair & Ctg (1998,111), Multivariate Data Analysis, Prentice-Hall International, Inc, Factor loading l ch tiu mbo mc ngha thit thc ca EFA (ensuring practical significance). Factor loading >0.3 c xem l t c mc ti thiu, Factor loading >0.4 c xem l quan trng, >0.5 c xem l c ngha thc tin. Hair & Ctg (1998,111) cng khuyn bn c nh sau: nu chn tiu chun factor loading >0.3 th c mu ca bn t nht phi l 350,nu c mu ca bn khong 100 th nn chn tiu chun factor loading >0.55, nu c mu ca bn khong 50 th factor loading phi >0.75
1

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Sau cng tc gi s dng phn tch Oneway-Anova kim nh c s khc bit hay khng v mc hi lng ca thc khch i vi cht lng dch v tic ci theo c im gii tnh, nhm khch hng, tui, trnh vn ho, v thu nhp. Kt qu thu c sau nhng phn tch ny s l cn c nhn din tc gi xut gii php nng cao cht lng dch v tic ci. 2.5.3 Kim nh thang o bng h s tin cy Cronbach Alpha 2.5.3.1 Thang o cht lng dch v Tin hnh kim nh h s tin cy ca 40 bin quan st, kt qu th hin ( bng 3.5) cho thy h s Cronbach Alpha ca cc yu t thang o u t, ch c h s tng quan bin-tng ca q37 (Nh hng gn trung tm thnh ph) kh nh (.2422) nh hn tiu chun cho php (.3). V vy, bin ny b loi trong phn tch EFA tip theo. Bng 2.5: H s tin cy Cronbach Alpha ca cc thnh phn thang o cht lng dch v
Bin quan st Trung bnh thang o nu loi bin Phng sai thang o nu loi bin Tng quan bin-tng Alpha nu loi bin

tin cy q1 13.8545 q2 13.8000 q3 14.1591 q4 13.7864 q5 13.8909 Alpha = .6548 p ng q6 20.6045 q7 20.8136 q8 21.1318 q9 20.7909 q10 20.7636 q11 20.6818 q12 20.9045 Alpha = .8014

6.3349 6.2612 5.7782 6.2053 6.5543

0.3571 0.4699 0.4492 0.3991 0.3711

0.6269 0.5767 0.5820 0.6066 0.6189

15.9936 15.7322 15.2200 16.4036 15.9439 16.5467 16.0137

0.4922 0.5757 0.5870 0.5784 0.5479 0.4786 0.4868

0.7837 0.7679 0.7654 0.7696 0.7730 0.7852 0.7847

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Nng lc phc v q13 25.0182 q14 24.8227 q15 24.5636 q16 24.6409 q17 24.6318 q18 24.7273 q19 24.9636 q20 24.5727 Alpha = .7909 ng cm q21 5.5636 q22 5.9727 q23 5.8636 Alpha = .7358 Phng tin hu hnh q24 54.7727 q25 54.3182 q26 54.6909 q27 54.9364 q28 54.7682 q29 55.1545 q30 54.9591 q31 54.9409 q32 54.7136 q33 54.7455 q34 54.4273 q35 54.6727 q36 54.9591 q37 54.8409 q38 54.9273 q39 54.9273 q40 55.2455 Alpha = .8606

16.2097 15.2150 15.4708 15.0805 16.3707 15.1947 16.2452 16.7007

0.4605 0.6149 0.5564 0.5454 0.4428 0.5888 0.3897 0.3879

0.7735 0.7493 0.7584 0.7598 0.7761 0.7529 0.7859 0.7841

2.3201 2.2732 2.3831

0.5824 0.5407 0.5573

0.6233 0.6742 0.6528

63.5919 67.0399 64.7077 62.7174 64.1058 61.6564 63.2814 64.8686 64.9998 65.8892 65.9627 64.1755 64.8248 67.9061 65.6751 66.0312 63.5468

0.5384 0.4505 0.5540 0.6639 0.4633 0.6290 0.5394 0.5532 0.4776 0.3532 0.4410 0.5709 0.4860 0.2422 0.3683 0.3661 0.5034

0.8503 0.8548 0.8502 0.8450 0.8540 0.8456 0.8502 0.8504 0.8532 0.8593 0.8548 0.8493 0.8528 0.8639 0.8586 0.8584 0.8520

2.5.3.2 Thang o mc hi lng H s Cronbach Alpha ca thang o khi nim mc hi lng ca thc khch t gi tr kh cao (.8257). V cc h s tng quan bin-tng ca cc bin o lng khi nim ny cng rt cao (nh nht l q41 = 0.6190 (Bng 3.6). V vy cc bin o lng thnh phn ny u c s dng trong phn tch EFA tip theo.

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Bng 2.6: H s tin cy Cronbach Alpha ca mc hi lng


Bin Trung bnh thang quan st o nu loi bin S hi lng q41 10.3818 q42 10.2045 q43 10.1864 q44 10.1500 Alpha = .8257 Phng sai thang Tng quan o nu loi bin bin tng 4.6755 4.5105 4.3441 4.2833 .6190 .6366 .6947 .6549 Alpha nu loi bin .7944 .7867 .7600 .7790

2.5.4 Phn tch nhn t khm ph EFA 2.5.4.1 Thang o cht lng dch v Sau khi kim nh thang o bng h s tin cy Cronbach Alpha ( loi i q37). Thang o cht lng dch v c nh gi bng 39 bin quan st. V mc hi t ca cc bin quan st thnh phn tip tc c nh gi thng qua phng php phn tch nhn t khm ph EFA. Bng 2.7 :Kt qu phn tch EFA ca thang o cht lng dch v
Bin quan st q14 q18 q16 q20 q2 q4 q3 q5 q7 q10 q11 q6 q12 q23 q21 q22 q34 q33 1 .754 .660 .650 .588 2 3 Yu t 4

.784 .725 .599 .570 .662 .649 .604 .593 .525 .784 .749 .686 .750 .733

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q31 q25 q39 q38 Eligenvalue 6.499 Phng sai trch 29.542 Cronbach Alpha .7232

.579 .560 .779 .747 1.072 4.873 .6747

1.597 7.261 .7366

1.476 6.711 .7358

1.306 5.939 .7505

1.187 5.396 .6936

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization A Rotation converged in 7 iterations.

Qua 4 ln rt trch nhn t (theo phng php mc nh l rt cc thnh phn chnh v loi b dn nhng bin c loading factor khng mnh). Kt qu thu c th hin trong bng 3.7 cho thy sau khi loi b cc bin khng m bo tin cy, thang o cn li 22 bin c trch thnh 6 nhm nhn t vi tng phng sai trch c l 59.721% t yu cu (v >50%). (Ph lc 5). Kt qu cng cho thy c mt s thay i v bin quan st gia cc yu t nh gi cht lng dch v tic ci ban u theo m hnh nghin cu l thuyt. Nhn t s 1 l nhm cc thnh phn thang o nng lc phc v (bin s 14,16,18, 20). Nhn t s 2 gm cc thnh phn thang o mc tin cy (bin s 2,3,4,5).Nhn t s 3 gm cc thnh phn thang o mc p ng (bin s 7,10,11,6,12). Nhn t s 4 vn c gi nguyn l thang o mc ng cm (gm cc bin 21,22,23). Tip n l nhm cc yu t o lng phng tin vt cht hu hnh (gm cc bin 25,31,33,34). V nhn t s 6 c hnh thnh t 2 bin quan st ca thang o phng tin hu hnh (bin s 38: Nh hng c dch v gi xe thun tin, bin s 39: ng n nh hng tham d tic thun tin i vi bn) v tc gi t tn mi l mc tip cn thun tin (access: lin quan n vic to mi iu kin d dng cho thc khch trong vic tip cn vi dch v). Sau , tc gi tin hnh kim nh li 6 nhn t trch c t bng 2.7 bng h s Cronbach Alpha. Kt qu cho thy c 6 nhn t u c h s Cronbach Alpha >0.6 v cc bin quan st u c tng quan bin tng >0.3 (Bng 2.7). Thang o c kim nh, t yu cu v cc thng s. Do bng EFA ln th 4 cng l bng cui cng v khng c s loi b cc bin tip tc. 2.5.4.2 Thang o mc hi lng i vi thang o mc hi lng ca thc khch EFA trch c 1 yu t ti elegenvalue l 2.629 v phng sai trch c l 65.727 % (>50%). Hn na

49

cc trng s u cao (bng 2.8). Nh vy cc bin quan st ca thang o ny t yu cu cho cc phn tch tip theo. Bng 2.8: Kt qu EFA ca thang o mc hi lng ca thc khch.
Bin quan st q41 q42 q43 q44 Eligenvalue Phng sai trch Cronbach Alpha Yu t 1 .842 .813 .800 .787 2.629 65.727% .8257

2.5.4.3 iu chnh m hnh nghin cu Nh vy da trn kt qu phn tch EFA bng 2.7 cho thy c 2 bin quan st ca phng tin hu hnh c tch ra thnh 1 nhn t. Do , thang o cht lng dch v tic ci sau khi phn tch v kim nh cn li 22 bin quan st o lng 6 nhn t (bng 2.9) Bng 2.9: Thang o cht lng dch v tic ci sau khi phn tch EFA Nhn t 1: Mc tin cy Khi bn gp kh khn v cn s gip , nh hng nhit tnh gip bn Khi bn khiu ni phn nn v dch v, nh hng gii quyt nhanh chng v linh hat Nh hng c s thng bo kp thi khi c s thay i trong dch v tic ci Nh hng cung cp dch v tic ci nh gii thiu Nhn t 2: Mc p ng Nhn vin nh hng c phong cch phc v chuyn nghip Nhn vin nh hng p ng nhu cu ca bn mt cch nhanh chng Nhn vin nh hng giao tip vi bn thn thin Nhn vin nh hng p ng tt vic phn chia v phc v thc n, thc ung trn bn tic Nh hng gii quyt nhanh chng kp thi trng hp khch i ng hn d nh

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Nhn t 3: Nng lc phc v Thi phc v ca nhn vin nh hng lm bn t tin Thc n, thc ung m bo v sinh an ton thc phm Khn n, khn ph bn gh, chn da m bo v sinh sch s Nh hng m bo an ninh, an ton Nhn t 4: Mc ng cm Nh hng th hin s quan tm n bn Nhn vin nh hng hiu c nhu cu c bit ca bn Nh hng ch n nhng g bn quan tm nhiu nht Nhn t 5: Phng tin vt cht hu hnh Nhn vin phc v trong nh hng c trang phc lch s Nh hng c trang thit b hin i Bng hng dn n khu vc cng cng rt r rng Dn cho khnh tit n tip khch nh nhn, lch s Nhn t 6: Mc tip cn thun tin Nh hng c dch v gi xe thun tin ng n nh hng tham d tic thun tin i vi bn Do , m hnh l thuyt phi c iu chnh li cho ph hp v thc hin cc kim nghim tip theo. M hnh l thuyt sau khi iu chnh c biu din hnh 2.2

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Hnh 2.2: M hnh l thuyt iu chnh

2.5.4.4 nh hng ca cc yu t n cht lng dch v tic ci Vi thang im t 1 (hon tan khng ng ) n 5 (han ton ng ), kt qu cho thy c 5 yu t t mc trb trung bnh l mc tin cy, mc p ng, nng lc phc v, phng tin vt cht hu hnh, mc tip cn thun tin. Trong 5 yu t trn, mc tin cy l c nh gi cao nht. Ring yu t v thang o mc ng cm b nh gi tng i thp (Bng 2.10). Do nh hng ca cng ty dch v du lch Ph Th cn quan tm nhng yu t ny p ng tt hn nhu cu ca thc khch khi d tic ci.

52

Bng 2.10: Trung bnh cc yu t thang o cht lng dch v tic ci TB MDTC TB MDDU TB NLPV TB MDDC TB PTVCHH TB MDTCTT N 220 220 220 220 220 220 Minimum 1.42 1.00 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 5.00 5.00 5.00 5.00 Mean 4.1351 3.2572 3.1025 2.3708 3.0081 2.9503 Std.Deviation .74203 .83365 .85784 .95204 .81546 .89612

2.5.5 Phn tch hi quy v phn tch tng quan 2.5.5.1 Phn tch hi quy kim nh s ph hp gia cc thnh phn cht lng v s hi lng ca thc khch, tc gi s dng hm hi quy tuyn tnh bi vi phng php a vo mt lt (Enter). Nh vy 6 thnh phn cht lng dch v l bin c lp Independents v s hi lng ca thc khch l bin ph thuc Dependent s c a vo chy hi quy cng mt lc. Kt qu nhn c cho thy mc ngha sig. rt nh 0.00 v h s xc nh R2 = .683 (hay R2 hiu chnh = .669) chng minh cho s ph hp ca m hnh (bng 2.11 v ph lc 6). Bng 2.11: H s xc nh s ph hp ca m hnh
R 1 .795(a) R Square .683 Adjusted R Square .669 Std.error of the Estimate .39338

a Predictors: (Constant), TIEPCAN, PTHH, DONGCAM, TINCAY, DAPUNG, PHUCVU

Gi: Y- S hi lng ca thc khch v cht lng dch v tic ci X1- Mc tin cy X2- Mc p ng X3- Nng lc phc v X4- Mc ng cm X5- Phng tin hu hnh X6- Mc tip cn thun tin.

53

Kt qu ca phn tch hi quy c th hin trong bng 2.12 sau: Bng 2.12: H s ca phng trnh hi quy
Model 1 (Constant) TINCAY DAPUNG PHUCVU DONGCAM PTHH TIEPCAN Unstandardize Coefficients B Std.Error .993 .641 .062 .312 .053 .224 .063 .260 .075 .078 .068 .201 .092 .161 Standardize Coefficients Beta .320 .264 .061 .015 .174 .095 t .646 5.052 4.194 2.952 3.246 2.953 1.743 Sig. .519 .000 .000 .022 .006 .003 .000

Phng trnh hi quy c dng nh sau: Y= 0.641 + 0.312X1 + 0.224X2 + 0.26X3 + 0.078X4 + 0.201X5 + 0.161X6 Nh vy, theo phng trnh trn, c 6 nhn t u c nh hng quan trng n s hi lng ca thc khch v cht lng dch v tic ci. Th t tm quan trng ca tng yu t ph thuc vo gi tr tuyt i ca h s Beta. Nhn t no c h s Beta cng ln th mc tc ng n s hi lng cng nhiu. T kt qu ca phng trnh trn cho thy s hi lng ca thc khch v cht lng dch v tic ci ti cm nh hng ca cng ty dch v du lch Ph Th chu tc ng nhiu nht bi nhn t mc tin cy (B1=0.312), k n l 3 nhn t nng lc phc v, mc p ng, v phng tin vt cht hu hnh (B3=0.26, B2=0.224, B5=0.201). Nhn t mc tip cn thun tin vi h s Beta = 0.161 cng tc ng khng nh n s hi lng ca thc khch v cht lng dch v tic ci. Cui cng l nhn t mc ng cm c tc ng thp nht n s hi lng ca thc khch v cht lng dch v tic ci (B4=0.078). Kt qu cng cho thy gi tr .Sig ca 6 thnh phn u rt nh (<0.05) nn gi tr ca 6 nhm ny u t ngha v mt thng k. T phng trnh trn cng cho thy, cng ty dch v du lch Ph Th c th tc ng n cc bin trong phng trnh nhm gia tng mc hi lng ca thc khch v cht lng dch v tic ci theo hng ci thin cc yu t ny.

54

2.5.5.2 Phn tch tng quan Tc gi s dng h s tng quan tuyn tnh r (Pearson Correlation Coefficient) kim nh s tng quan gia 6 thnh phn cht lng dch v v s hi lng. Bng 2.13: H s tng quan
TINCAY PHUCVU DAPUNG DONGCAM PTHH TIEPCAN HAILONG

TIN CAY PHUC VU DAP UNG

Pearson Correlation Sig.(2-tiled) N Pearson Correlation Sig.(2-tiled) N Pearson Correlation Sig.(2-tiled) N Pearson Correlation Sig.(2-tiled) N Pearson Correlation Sig.(2-tiled) N Pearson Correlation Sig.(2-tiled)

.506** 1 . 220 .506** .000 220 .483** .000 220 .471** .000 220 .393** .000 220 .327** .000 .000 220 1 . 220 .487** .000 220 .395** .000 220 .498** .000 220 .253** .000

.483** .000 220 .487** .000 220 1

.471** .000 220 .395** .000 220 .445** .000 220 1

.393** .000 220 .498** .000 220 .393** .000 220 .351** .000 220 1 . 220 .240** .000 220 .462** .000 220

.327** .000 220 .253** .000 220 .377** .000 220 .263** .000 220 .240** .000 220 1

.585** .000 220 .468** .000 220 .559** .000 220 .393** .000 220 .462** .000 220 .360** .000 220 1 . 220

.
220 .445** .000 220 .393** .000 220 .377** .000

DONG CAM

.
220 .351** 000 220 .263** 000 220 .393** 000 220

PTHH

TIEP CAN

.
220 .360** .000 220

N 220 220 220 Pearson .585** .468** .559** HAI Correlation LONG Sig.(2-tiled) .000 .000 .000 N 220 220 220 ** Correlation is significant at the 0.01 level (2-tailed)

Phn tch tng quan (bng 2.13) cho thy mi tng quan gia 6 nhn t cu thnh thang o cht lng dch v tic ci vi nhau v s hi lng ca thc khch v cht lng dch v tic ci. Cc gi tr sig. u nh (<0.01) do vy chng u c ngha v mt thng k. ng thi nhng mi lin h ny l cng chiu v c tng quan gia cc thnh phn cht lng dch v, cng nh c s tng quan gia thnh phn cht lng dch v vi s hi lng ca thc khch.

55

Tm li, 6 gi thuyt v mi quan h gia thnh phn cht lng v s hi lng c xc nh vi nhng kt lun sau: - tin cy c mi quan h dng vi s hi lng ca thc khch, hay tin cy tng th mc hi lng ca thc khch tng v ngc li. -Nng lc phc v c mi quan h dng vi s hi lng ca thc khch. Khi nng lc phc v ca nhn vin cng chuyn nghip th cng lm tng s hi lng ca thc khch. -Mc p ng c mi quan h dng vi s hi lng ca thc khch. Khi mc p ng cng nhanh chng th thc khch cng hi lng. -Phng tin vt cht hu hnh c mi quan h dng vi s hi lng ca thc khch. Cc trang thit b nh hng, khung cnh, v phng tic hi ha th cng lm tng mc hi lng ca thc khch. -Mc tip cn thun tin c mi quan h dng vi s hi lng ca thc khch. Khi nh hng to mi iu kin thc khch d dng tip cn vi dch v th khch hng cng hi lng v dch v. -Mc ng cm c mi quan h dng vi s hi lng ca thc khch.Nh hng th hin s quan tm v on hiu c nhu cu ca thc khch th h cng hi lng. 2.5.6 Phn tch phng sai mt yu t (Oneway Anova) Sau khi thang o c x l, tc gi tip tc thc hin phn tch phng sai 1 yu t kim nh c s khc bit ca mt s yu t nh: gii tnh, nhm khch, tui, trnh vn ha, v thu nhp n mc hi lng ca thc khch v cht lng dch v tic ci hay khng? Kt qu phn tch (ph lc 7) cho thy: V gii tnh: Kt qu cho thy gi tr sig = 0.358 >0.05, do khng c s khc bit v mc hi lng gia thc khch nam v thc khch n i vi cht lng dch v tic ci V nhm khch hng: Kt qu cho thy khng c s khc bit v s hi lng cht lng dch v tic ci gia khch tham d tic ci v khch l ngi tng t tic ci nh hng.Gi tr sig trong bng Anova l 0.132 V tui: Kt qu cho thy khng c s khc bit v s hi lng cht lng dch v tic ci gia cc nhm khch c nhng tui khc nhau.(Gi tr sig = 0.992)

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V trnh vn ha: Trong bng phn tch phng sai, gi tr Sig l 0.213 cho thy gi thuyt c s khc bit v s hi lng i vi cht lng dch v gia nhng nhm khch c trnh vn ha khc nhau b bc b v khng c ngha v mt thng k. V vy nghin cu c th kt lun rng khng c s khc bit v nh gi cht lng dch v tic ci ti cm nh hng ca cng ty dch v du lch Ph Th gia nhng nhm khch c trnh vn ha khc nhau. V thu nhp: Kt qu cho thy khng c s khc bit v s hi lng cht lng dch v tic ci gia nhng thc khch c thu nhp khc nhau. (Gi tr sig = 0.964). 2.5.7 Tho lun kt qu Da vo thang o Servqual v thng qua kt qu nghin cu nh tnh cho thy c 5 nhn t (mc tin cy, mc p ng, nng lc phc v, mc ng cm, v phng tin vt cht hu hnh) tc ng n mc hi lng ca thc khch khi tham d tic ci. Sau khi phn tch nhn t cc thang o lng t nghin cu nh lng cho thy thang o cht lng dch v tic ci c 6 nhn t tc ng. l mc tin cy, mc p ng, nng lc phc v, mc ng cm, phng tin vt cht hu hnh, v mc tip cn thun tin. (Tuy thang o cht lng c s thay i nhng vn c cu thnh t 5 nhn t). iu ny cho thy rng trong mi ngnh dch v ti mi th trng khc nhau c nhng c th ring, v s hi lng ca thc khch trong ngnh dch v tic ci cn chu tc ng thm mt nhn t na, l mc tip cn thun tin. Do , nh hng t chc tic ci c v tr thun li, d nhn bit, c bi xe thun tin s gp phn lm tng mc hi lng ca thc khch khi n tham d tic ci Kt qu phn tch hi quy v tng quan tuyn tnh trn th hin r c 6 nhn t u c nh hng t l thun vi s hi lng ca thc khch khi tham d tic ci. Trong nhn t mc tin cy c tc ng nhiu nht n mc hi lng ca thc khch v cht lng dch v (B1 = 0.312). K n l 3 nhn t nng lc phc v, mc p ng, v phng tin vt cht hu hnh (B3=0.26, B2=0.224, B5=0.201). Nhn t mc tip cn thun tin vi h s Beta = 0.161 cng tc ng n s hi lng ca thc khch v cht lng dch v tic ci. Cui cng l nhn t mc ng cm c tc ng thp nht n s hi lng ca thc khch v cht lng dch v tic ci (B4=0.078). Qua gi m cho cng ty dch v du lch Ph Th cn c nhng gii php hng u trong vic m bo cht lng dch v ca bui

57

tic. S nhit tnh gip khch, s thng bo kp thi v gii quyt linh hot, hiu qu khi khch gp kh khn, cng nh cung cp dch v tic ci ng ngha, s tng s tn nhim v tng tin cy trong lng khch hng. Mc d tic ci trong i ngi a s l c t chc mt ln, nhng s lng ngi tham d tic ci th rt ng, do mc tin cy cng c nng cao th s lng ngi t tic cng nh lng khch tham d tic s gii thiu cho bn b v ngi quen v nh hng ny cng nhiu. Khi ni n s hi lng ca thc khch khi tham d tic ci yu t khng th khng k n l nng lc phc v ca nhn vin.V t chc tic ci l mt trong nhng ngnh dch v do yu t v kh nng phc v chu o, phong cch phc v chuyn nghip, kt hp vi vic m bo v sinh an ton cho thc n thc ungs c thc khch rt quan tm. Do , nu yu t ny c pht huy tt trong bui tic s gp phn rt nhiu cho s hi lng ca thc khch. Vn cn lu trong kt qu phn tch l yu t mc p ng. Ngnh dch v ny i hi p ng cng nhanh chng, kp thi th cht lng ca bui tic s c nh gi cng cao. Do , nh hng cn phi quan tm nhiu hn n vic p ng tt nhu cu ca thc khch c bit l trong vic p ng kp thi thc n, thc ung trn bn tic, cng nh c hng gii quyt nhanh chng, linh hot v hiu qu nhng trng hp xy ra ngoi d tnh. V i sng sinh hot ca con ngi ngy cng cao nn khi n nh hng tham d tic ci, thc khch cng c bit rt quan tm n khng kh ca bui tic, khung cnh nh hng, yu t trang thit b hin i, cch trang tr phng tic hi ha, trang phc nhn vin, v thi lch s, nh nhn n cho khchDo , to tm l thoi mi cho thc khch khi n d tic ci nh hng cn thc s u t v quan tm nhng yu t v phng tin vt cht hu hnh. Mt yu t m tc gi cho l quan trng trong ngnh dch v l mc ng cm. Tuy trong phng trnh hi quy, yu t ny c mc nh hng t nht n s hi lng ca thc khch, nhng nu cc nh hng tic ci c c i ng nhn vin c kh nng on hiu v ng cm c nhu cu ca khch th y l mt trong nhng im mnh ca nh hng, gp phn tng mc hi lng ca thc khch.

58

Nghin cu cng cho thy cc c im v gii tnh, nhm khch, tui, trnh vn ha, v thu nhp u khng c nh hng n s nh gi ca thc khch v cht lng dch v tic ci. Do , nhng gii php nng cao cht lng dch v tic ci nh hng s khng ch n s khc bit v mc hi lng ca nhng yu t trn.

2.6 Tm tt
Chng 2 tc gi gii thiu khi qut v cm nh hng ca cng ty dch v du lch Ph Th. Ngoi nhng nghi l truyn thng, cm nh hng ca cng ty (nh hng Thy T m Sen, nh hng Phong Lan, nh hng Ngc Lan) cn p dng cng ngh t chc tic ci vo bui tic. Qua , cho thy p ng nhu cu ca khch hng ngy nay, cc nh hng tic ci cn phi c c chu trnh thc hin nghi thc ci, v phi thng xuyn ci tin vn dng nhng nt mi, cng ngh mi,nhm mang li n tng su sc cho nhng khch d tic cng nh phn no gip c du, ch r yn tm v hng trn nim vui trong ngy trng i. Ngai ra, chng 2 tc gi cng trnh by phng php nghin cu v kt qu nghin cu nhng nhn t tc ng n cht lng dch v tic ci v tc ng ca nhng nhn t ny n s hi lng ca thc khch khi tham d tic ci nh hng ca cng ty dch v du lch Ph Th. Sau khi o lng v phn tch cc yu t, kt qu cho thy c 6 yu t tc ng n cht lng dch v tic ci, v c sp xp theo mt trnh t mc quan trng gim dn, l: Mc tin cy, Nng lc phc v, mc p ng, Phng tin vt cht hu hnh, Mc tip cn thun tin, v Mc ng cm. Ngoi ra, c 6 yu t ny u c mi lin h cng chiu vi s hi lng ca thc khch. l: - tin cy c mi quan h dng vi s hi lng ca thc khch, hay tin cy tng th mc hi lng ca thc khch tng v ngc li. -Nng lc phc v c mi quan h dng vi s hi lng ca thc khch. Khi nng lc phc v ca nhn vin cng chuyn nghip th cng lm tng s hi lng ca thc khch. -Mc p ng c mi quan h dng vi s hi lng ca thc khch. Khi mc p ng cng nhanh chng th thc khch cng hi lng.

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-Phng tin vt cht hu hnh c mi quan h dng vi s hi lng ca thc khch. Cc trang thit b nh hng, khung cnh, v phng tic hi ha th cng lm tng mc hi lng ca thc khch. -Mc tip cn thun tin c mi quan h dng vi s hi lng ca thc khch. Khi nh hng to mi iu kin thc khch d dng tip cn vi dch v th khch hng cng hi lng v dch v. -Mc ng cm c mi quan h dng vi s hi lng ca thc khch.Nh hng th hin s quan tm v on hiu c nhu cu ca thc khch th h cng hi lng. Da vo kt qu nghin cu chng 2, tc gi s xut mt s gii php nhm nng cao cht lng dch v tic ci ti cng ty dch v du lch Ph Th chng tip theo.

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CHNG 3: MT S GII PHP NHM NNG CAO CHT LNG DCH V TIC CI CM NH HNG CNG TY DCH V DU LCH PH TH
3.1 Mt s gii php
Nhu cu t chc tic ci cc nh hng TPHCM v ang tng ln rt nhanh chng. c bit l nhng tic ci vo cui nm th cng si ng, hu ht c t tic trc 5 6 thng, thm ch gn c nm trc v c vo ma ci hu nh cc nh hng u khng cn ch trng cho nhng ngy tt th 7, ch nht cui tun. L gii cn st ni t tic ci, l do rt nhiu ngi nhp c vo thnh ph hc hnh, ra trng lm vic, sau lm m ci v i y. C nhiu ngi i 2 ni, v qu c du hoc ch r t chc, sau vo thnh ph i ln 2 cho bn b, ng nghip c quan. Hn na, s pht trin ca th khin cho din tch khng gian, mt bng nh c hn, khng c ch thong mt, thch hp i tic ci nh, cng vi i sng kinh t ngy cng khm kh hn, nn vic chn i tic ci cc nh hng ngy cng tng v s lng. Nhng trong nn kinh t th trng ngy nay, cc nh hng tic ci mun pht trin bn vng th yu t s lng phi i km vi cht lng ca bui tic. Trong chng ny tc gi s a ra gi v mt s gii php nng cao cht lng dch v tic ci cc nh hng TPHCM ni chung, v ca cm nh hng tic ci cng ty dch v du lch Ph Th ni ring p ng tt hn nhu cu ca thc khch khi tham d tic ci cc nh hng. Sau khi x l s liu iu tra t 220 thc khch tham d tic ci ti nh hng ca cng ty dch v du lch Ph Th (Nh hng Thy T m Sen, Nh hng Phong Lan, Nh hng Ngc Lan). Kt qu phn tch chng 3 cho thy mt s yu t cht lng dch v ca h thng nh hng cn c hon thin theo kin ca khch hng. Do , tc gi xin a ra mt s gii php sau: 3.1.1 Mc tin cy v nng lc phc v Theo kt qu nghin cu, tin cy v nng lc phc v c vai tr rt quan trng trong vic m bo cht lng dch v tic ci cc nh hng. Khi nh hng c c s tn nhim, lng tin trong lng thc khch

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th tin lnh n xa, thc khch s truyn ming v gii thiu cho nhau v dch v, uy tn ca nh hng. Hn bao gi ht, vn v sinh an ton thc phm ang c rt nhiu thc khch quan tm v phi l mt trong nhng tiu ch hng u trong ngnh dch v tic ci. Trng hp ng c thc n, hoc nhng triu chng au bng, bun nn khi n nhng mn n ca nh hng l iu ti k, tuyt i khng c xy ra. Cm nh hng ca cng ty, t khi thnh lp n nay,cha xy ra mt trng hp ng c no, do h thng nh hng ca cng ty cn gi vng v pht huy hn na yu t ny. Ngoi ra, chn da, khn n, khn ph bn gh phi lun c m bo v sinh sch s v phi m bo an ninh, an ton cho bui tic. Yu t v nng lc phc v gip ch rt nhiu trong vic mang li hiu qu tt p ca bui tic. S n cn, sn sng gip , v thi phc v mt cch thn thin cng vi phong cch chuyn nghip s lm tng mc hi lng ca thc khch. Tuy nhin, thc t cho thy dch v t chc tic ci nh hng rt a dng v phong ph nhng do mt lc lng khng ng nht v trnh thc hin (c ni cn thu s lng ln sinh vin, hc sinh vo phc v tic m khng mt ln o to k nng phc v), hoc cng c mt s ngi tuy lm ngnh dch v nh hng nhng cha xem vic phc v l mt ngh, nn h khng ch tm hc ngh, t dn n thi phc v ca h rt nghip d, lm gim s hi lng i vi thc khch. Xut pht t thc t trn, tc gi xut mt s gii php sau nng cao mc tin cy, v nng lc phc v: Mt l, cc nh hng cn phi xc nh rng, trnh ngun nhn lc rt quan trng i vi vic pht trin ngnh dch v, do phi t thi phc v ca nhn vin ln hng u trong ngnh dch v tic ci. Nh ta bit, nhn vin l cha kha ca s thnh cng trong ngnh kinh doanh dch v v tt c nhng dch v ny l do con ngi lm ra. Do , cn phi ch n khu tuyn dng nhn s vo ngnh. Tuyn dng l mt tin trnh thc hin chc nng thu ht nhn lc, y l vic rt quan trng gp phn vo s thnh bi ca doanh nghip. Do , tm c ngun nhn lc ng vi chuyn ngnh dch v, nh tuyn dng nh hng cn phi: -Lit k sn nhng k nng cn c ca nhn vin trong v tr cng vic ang tuyn, thit lp nhng yu cu ring ng vi tng cng vic d

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dng sng lc v nh gi ng vin hn. V d cn tuyn ngi qun l tic ci th ng vin khng th l mt ngi khp kn, rt r, khng c tm quan st, v k nng b tr nhn vin; cn tuyn nhn vin phc v trong ngnh dch v th cn ngi linh li, hat bt, v nhanh nhn. -Khi phng vn ng vin, nh tuyn dng nn ch nhng cu hi ch yu da trn kinh nghim, kin thc quan im v n s th hin tnh cch, chuyn mn, kin thc ca ng vin hn. -Phi c chin lc phng vn qua ng vin bc l ht nhng im mnh v yu. T , s gip nh tuyn dng bit c cch lm vic suy ngh ca ng vin c ph hp vi tnh cht k nng ca cng vic, b tr ng ngi ng vic. -Cn trnh tuyn dng kiu lp ch trng: Mt nhn vin bt ng ngh vic cng ging nh s thiu ht mt mt xch trong dy chuyn, nh hng n nng sut hot ng ca doanh nghip. Nhng khng nn v th m nh qun l hp tp tm ngay mt nhn vin mi th ch. Nhng nhn vin c tuyn gp c th cha hi k nng m doanh nghip ang tht s rt cn. Hy dnh thi gian tm cng nhiu cc ng vin ph hp vi cng vic cng tt v ch ng la chn mt ng vin gii nht cho v tr va b b trng. Hai l, nh hng cng cn phi thng xuyn tng cng cng tc o to, bi dng v nng cao trnh cho i ng nhn vin ngnh. y l iu rt quan trng, v n l mt gii php t p ng nhu cu v cht lng ngun nhn lc cng nh quyt nh nhiu n mc thnh cng ca doanh nghip.Song mi doanh nghip ti mi thi im c nhng c th v nhu cu nhn lc khc nhau, nn kh c th xut mt hnh thc o to c th. y, tc gi nu ln mt s hnh thc o to, v nh hng c th ng dng mt trong nhng hnh thc o to sao cho ph hp vi c im ca tng thi k nh hng. -Hnh thc o to nhn vin t hc: Vic giao cc nhim v vt qu kh nng l cch hun luyn cho nhn vin t nng cao nng lc. c im ca phng php ny l n i hi ngi nhn vin phi vt ra khi nhng g bit, t hc hi thm nhng k nng mi hon thnh nhim v c giao. V th, i tng p dng ca phng php phi l nhng nhn vin c nhiu trin vng pht trin.

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Cng ty s c thm nhiu nhn vin ti nng, cn nhn vin li c c hi hc cc k nng mi, to cc mi quan h bn ngoi v thng tin trong s nghip. Vi mc tiu gip nhn vin c c hi trau di thm kinh nghim cng tc, nh qun l c th yu cu nhn vin s dng mt cng ngh mi, hoc giao cho h ph trch nhm cc khch hng c trnh cao. Bit cch giao nhim v vt qu kh nng mt cch hp l, phng php ny s tr thnh mt th cng c qun tr qu gi. La chn nhng nhn vin c kh nng hon thnh mt nhim v vt qu nng lc. thng l nhng ngi m nhim thnh thc mt cng vic sut mt thi gian di v ang cm thy n tr nn nhm chn; hoc l nhng ngi c ti v c ch vn ln, kht vng thng tin trong s nghip. Khuyn khch ng cch nhn vin sn sng m nhn nhim v. Nh qun l c th da vo cc nhu cu khc nhau ca tng nhn vin to ng lc thc thi cho h: lng bng, v tr cng tc, tng lai ngh nghip. Sn sng h tr khi cn thit. khng cm thy mnh b c lp vi nhng th thch kh khn, nhng ngi c la chn ny cn c s tr gip ca ng nghip v nhng ngi c vn. Ban gim c cng cn tr gip v cung cp cc cng c cn thit nhng nhn vin ang nhn nhng nhim v vt qu nng lc c nhiu c may thnh cng hn. Bit cch chp nhn tht bi ca nhn vin. Nh qun l phi gip cho nhn vin hiu rng tht bi trong bi tp nng cao nng lc khng phi l du chm ht trong s nghip v anh ta vn gp phn quan trng trong s pht trin ca cng ty. c nh vy nhn vin ca bn s khng s tht bi ri mt ngy no h li tham gia vo cc bi tp rn luyn nng lc. -Hnh thc doanh nghip t o to nhn vin: Hai i tng ch yu m doanh nghip ch trng u t l nhn vin mi vo v nhn vin ang trong qu trnh lm vic c nhu cu nng cao nng lc.

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* Hun luyn nhn vin mi Sau qu trnh tuyn dng, nu tin hnh nh hng v hun luyn cho cc nhn vin mi mt cch bi bn s quyt nh n hiu qu lm vic v sau ca i ng nhn vin, gi h li lu di vi doanh nghip, gim chi ph o to li . Mc ch ca cng tc o to nhp mn ("on boarding") l gip nhn vin mi cm thy t tin khi ha nhp vi mi trng mi, nhanh chng thch nghi vi cng vic chung v gip doanh nghip c chnh sch h tr hp l i vi s pht trin trong tng lai ca h. Vic tin hnh o to nhn vin mi cn ch ti cc vn sau:

La chn ngi o to t nhng nhn vin c c kinh nghim chuyn mn v hiu bit hot ng doanh nghip. Xy dng quan h tng tc c nhn t bui u nhn vin lm quen vi mi trng mi. C th gii thiu h vi ngi gim st trc tip v cc ng nghip khc di hnh thc mt cuc tr chuyn thn mt, thoi mi, mt bui i n tra hoc mt ba tic thn mt. ng thi, nn thng bo trc v tn tui, hnh nh, chc v ca h nhn vin c bit v cho n. Gip nhn vin mi c mt bc tranh tng quan v doanh nghip, bao gm: lch s thnh lp v hot ng ca cng ty, cc quy nh, nguyn tc, chnh sch i vi nhn vin, chc nng ca cc phng ban. Tin hnh o to nghip v chuyn mn v nhng k nng c bn nh giao tip, lm vic nhm..., to iu kin cho nhn vin tip xc v trau di thm kinh nghim nhng cng vic lin quan n phm vi m h m trch hoc tm hiu cng vic ca cc phng ban khc h nm bt c tnh hnh hot ng chung ca doanh nghip. Hoch nh cho tng lai bng cch tm hiu nhng tim nng, nguyn vng cng tc ca nhn vin mi (i khi qu trnh tuyn dng cha iu kin lm r), t chun b gip pht trin ngh nghip v nh hng u t cho h hiu qu hn.

*Km cp trong qu trnh lm vic Cc nh qun l cng cn o to cc nhn vin ng nhim chia s gnh nng cng tc ca h. Nhiu doanh nghip la chn phng n trc tip hun luyn nhn vin di hai hnh thc: nh qun l trc tip

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km cp hoc c nhn vin c kinh nghim hng dn nhng ngi cha vng vng. u im ca phng n ny l cng tc hun luyn c tin hnh thng xuyn, duy tr lin tc, khng gin on; doanh nghip tn dng c ngun lc ni b; iu kin hun luyn linh hot theo tng tnh hung kinh doanh; vic dy - hc din ra theo mt chu trnh tun hon "l lun - thc tin". Mt s doanh nghip b tr mt nhn s c trnh cao hng dn mt nhn vin cn yu km gip ngi ny, mt mt, hc c nhiu k nng v k xo nghip v t ng nghip, mt khc, anh ta c th lm vic t tin v c sn sng c vn nu c vn . i vi nhn vin giu kinh nghim, km cp ngi khc chnh l mt s khng nh i vi cng vic ca h, cho h mt cm gic v vai tr qun l. a s nh qun l chn cch t mnh km cp nhn vin trong qu trnh lm vic. Hnh thc o to ny din ra theo trnh t nh sau:

Xc nh cng vic: Cn c vo s trng, s on ca tng nhn vin, nh qun l chia cng vic cn lm thnh nhiu phn, mi phn tng ng vi mt bi hun luyn c giao cho nhn vin m nhim. Nh qun l s xc nh thi gian d kin v mc tiu cn t cho mi nhn vin, ty theo thi gian cho php v tnh cht cng vic. Hng dn l thuyt: Khi cung cp cc kin thc v l thuyt, nh qun l nn lng vo kinh nghim ring ca mnh v truyn cho nhn vin lng hng hi mun hon thnh nhim v. Lm mu: Ngi hng dn cn lm th trc cho nhn vin xem gip h hnh dung l thuyt c trin khai trong thc t ra sao, gii p cc thc mc ca h trc khi nhn vin t lm. Cn theo st, ch tng chi tit nh nht nht v un nn cc sai st ca ngi hc to thi quen tt ngay t u. Thc hin: y l giai on nhn vin t thc hin cng vic tch ly kinh nghim ring cho bn thn. Ngi hng dn ch theo di tin v kt qu cng vic can thip khi cn thit. Tho lun: Khi nhn vin thnh tho k nng mi, ngi dy v ngi hc cng xem xt li qu trnh hc hi v luyn tp, qua kch thch kh nng sng to, ng vin ngi hc tm cch mi thc hin cng vic c nhanh hn, hiu qu hn. Vic tho lun cng gip nh qun l c kt li cc kinh nghim hun luyn cho ring mnh.

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-Doanh nghip t chc cc kha o to tp trung Doanh nghip c th t chc cc chng trnh o to tp trung thng qua cc a ch o to chuyn nghip. Hnh thc o to ny em n cho doanh nghip mt i ng ging vin c trnh chuyn mn trong cng tc ging dy. Bn cnh , cc nhn vin c o to tp trung vi cht lng tng i ng u, c th hnh thnh cc chun mc trong quy trnh lm vic. Cc kha o to s gip nhn vin lm vic nht qun, tp trung; tng cng tinh thn lm vic vi i nhm t c iu , doanh nghip phi chn cho mnh mt a ch o to ng tin cy da trn cc tiu ch: chng trnh hc, danh sch ging vin, lnh vc chuyn mn, danh sch khch hng ca dch v, kin phn hi t cc khch hng. Vic chn dch v o to khng nn da trn mc hc ph thp; cn trnh cc chng trnh hc nng tnh hn lm; ging vin c trnh hc thut cao nhng thiu kinh nghim lm vic, khng nm bt cc vn thi s i tng o to phi l nhng ngi bit ch ng tm kim cc c hi hc hi, bit t ra mc tiu c nhn v c thi tch cc vic hc t kt qu trn vn. Mt khc, lnh o phi lun th hin quan im ca mnh v tm quan trng ca vic o to i vi nhn vin v cam kt nhng chnh sch h tr cho cng tc o to nhn vin n lc ht mnh. Ni dung o to phi c la chn nng cao nng lc chuyn mn ca nhn vin v p ng mc tiu pht trin ca doanh nghip ch khng phi theo xu th ca x hi hay nhu cu c nhn. Mt khc, cn to c hi la chn cho nhn vin bng cch lng nghe kin phn hi ca nhn vin bit c u - nhc im ca chng trnh o to: Liu n thc s ph hp cha, nhn vin thch c o to lnh vc no? Sau mt thi gian thc hin ch o to, phi lun t chc nh gi kt qu o to v vic chuyn giao kt qu vo thc hin cng vic. T , lnh o doanh nghip s c c s khuyn khch duy tr cng tc o to hay tm hng i khc ph hp hn. y cng l mt dp nh gi kh nng hc hi v tin b ca cp di.

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Ba l, gi c uy tn lu di, v m bo tin cy trong lng khch hng, cm nh hng cng ty dch v du lch Ph Th phi y mnh xy dng thng hiu, tng cng xc tin qung b, lin doanh lin kt gia cc n v kinh doanh vi nhau m bo quy trnh phc v khch, m bo v sinh an ton thc phm, m bo cht lng dch v cung cp cho khch hng, lm hi lng khch hng. 3.1.2 Mc p ng Mc p ng ng vai tr khng nh n cht lng dch v tic ci v s hi lng ca thc khch. Do , cn phi b tr s lng nhn vin phc v ph hp vi s lng bn tic. Trnh trng hp nhu cu ca thc khch khng c p ng v thiu nhn vin, khch phi tm kim nhn vin yu cu thm , thm thc ung hoc i mi m c mt thi gian di sau mi p ng c. T s to n tng khng tt trong lng thc khch v nh hng ny. Ngoi ra, s lng thc khch tham d tic ci rt ng, v cng c rt nhiu ngi khng quen vi nhau c b tr ngi chung bn tic, nn vn rt r khi gp mn n, cng nh yu t t nhin khi thng thc mn n t nhiu s b hn ch. Do , nh hng cn phi b tr nhn vin sao cho p ng tt vic phn chia thc n cho thc khch cng nh p ng tt cc thc ung, chn, da trn bn tic. i ng nhn vin tic ci ca nh hng phi c hun luyn bi bn, chu o, phi tn tnh t khu hng dn khch n ng phng tic, sp xp khch ngi, thay mi chn bt v chm nc ung ng lc. Cng c rt nhiu trng hp, s lng thc khch n tham d tic vt hn s bn m ngi t tic d on v t trc. Trong nhng trng hp pht sinh nh vy, ngi qun l tic i hi cn phi c k nng gii quyt kp thi, nhanh chng trng hp pht sinh ny, trnh trng hp khch tham d khng c gh ngi, phi ng ch qu lu cho vic b tr thm bn tic.

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3.1.3 Phng tin vt cht hu hnh Khong 10 nm trc y, vic t chc tic ci cn kh n iu. Cc nghi l trong tic ci cn n s, ch n thun l gii thiu c du, ch r vi hai h, bn b v cng nhau ung ly ru giao bi. Tuy nhin do kinh t - x hi ngy cng pht trin, cuc sng ca ngi dn ngy cng n nh hn, nhu cu v i sng tinh thn cng c nng cao hn. Do , t chc tic ci hin nay khng ch l mt ngh dch v m tr thnh mt cng ngh, v vic d tic ci ngy nay cng c nng cao ln mt bc l thng thc khng kh l hi. V vy nhng nh t chc tic ci u t rt nhiu cho c s vt cht, v khng ngng quan tm chm cht chng trnh l ca bui tic. Kt qu phn tch cho thy phng tin hu hnh hoc c s vt cht chim t l cao trong bin thin ca s hi lng thc khch. iu ny mt ln na khng nh cho tnh cht quan trng ca phng tin vt cht hu hnh trong ngnh dch v tic ci. a s thc khch u cho rng bng hng dn n khu vc v sinh cng cng ca nh hng rt r rng v thun tin, cng nh nh gi rt cao v snh tic rng ri thong mt. Tuy nhin kin trc v cc trang thit b cn c u t nng cp hn na trong thi bui cnh tranh hin nay. Do , tng s hi lng ca thc khch khi n tham d tic, h thng nh hng ca cng ty dch v du lch Ph Th cn phi: -C chin lc ti to, nng cp kin trc, phi khng ngng u t c s vt cht v trang thit b. - Vic t chc tic ci ngy nay khng ch ch trng n cc mn n, m cn ch trng n hnh thc. V khi n tham d tic ci, iu u tin gy n tng vi quan khch hai h l khung cnh by tr ca bui tic. Do cn phi b tr snh tic sao cho khang trang, lch s v c s i mi. Khu vc din ra tic ci c trang tr hoa ti to khng gian ti tn v lng mn trong ngy ci. -Bn cnh , ni tht nh hng cn c trang tr h thng nh sng, m thanh hin i, v cn phi khai thc s dng cng ngh hin i vo bui tic khch d ngi v tr no cng c th theo di y cc nghi l ca tic ci.

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-Mt khc, h thng nh hng cng khng ngng u t vo thit k v trang tr snh tic. iu ny i hi cn phi c nhng bn tay chuyn nghip thc th. Ma no o ny, khu vc no gu ny, ta ra ta, ty ra ty, tu ra tu. T mu sn phng, phng mn, khn tri bn, n c bao gh, n gh thm ch c cch by khn, chn, mung na cng phi lin tc i mi, gy cho khch d tic v nhng c du ch r tim nng trong tic ci cm gic mi m, hng th. iu quan trng l n tng nhng mu sc phi trang nh, sang trng v nhu cu ca khch hng ngy cng cao. -Kt qu kho st cho thy thc khch nh gi rt cao v trang phc v dn cho khnh tit ca h thng nh hng ca cng ty dch v du lch Ph Th. Nh hng cn pht huy hn u th ny. Nu c th, nh hng nn u t nhiu loi trang phc khc nhau tng ng vi s i mi ca snh tic cng nh thng xuyn ti o to s nim n nhit tnh ca dn cho khnh tit trn mi lun n n ci khi n cho khch. Chnh s quan tm ny to c tm l thoi mi cho c ch tic v quan khch n d tic. 3.1.4 Mc tip cn thun tin v mc ng cm Kt qu nghin cu cng cho thy, mc tip cn thun tin cng gp phn ng k n mc hi lng ca thc khch. Nh ni t chc tic ci c a th thun li, d nhn bit, c bi xe thun tin. H thng nh hng ca cng ty dch v du lch Ph Th nhn chung c c mc tip cn thun tin trn. Tuy nhin, dch v gi xe ca mt s nh hng ca h thng vn tnh tin khch khi gi xe tham d tic ci, mc d s tin tr cho gi xe khng ng l bao nhng phn no s gy cho khch bt tin v to cm gic khng c vui v lm sau khi tham d tic. Do , cc nh hng cn b tr dch v gi xe thun tin v thc khch n tham d tic ci nh hng s c gi xe min ph. Vn ny tuy rt nh v khng mt nhiu chi ph, nhng li biu hin s quan tm n khch hng, lm tng gi tr cht lng ca nh hng trong cm nhn ca thc khch. Tuy mc ng cm nh hng t nht n s hi lng ca thc khch, nhng nu cc nh hng tic ci c c i ng nhn vin c kh nng on hiu v ng cm c nhu cu ca khch th y l mt trong nhng im mnh ca nh hng, gp phn tng mc hi lng ca thc khch. Ngoi ra, gp phn lm cho thc khch vui v, hi lng vi bui tic, ngi qun l tic ca nh hng cn phi tho lun vi gia nh ca ch

70

tic v cch b tr, sp xp khch d tic quen bit vi nhau (nh lm vic chung cng ty, hoc cng h hng,) vo cng bn h t nhin v vui v hn trong bui tic. ng thi thi tip n nim n ca ch tic cng gp phn khng nh cho hiu qu ca bui tic.

3.2

Mt s kin ngh khc

Trong nhng nm gn y, hot ng dch v t chc tic ci trn a bn TPHCM pht trin rt mnh m v t c nhng kt qu ng k. Tuy nhin, khng phi v th m cc nh hng xao lng yu t cht lng trong ngnh dch v, m ngc li cn phi hon thin khng ngng cht lng dch v p ng tt nhu cu v lm tng s hi lng ca thc khch. Tuy gi c v chng trnh khuyn mi trong kt qu nghin cu ny rt t c thc khch quan tm, nhng trong tnh hnh kinh doanh tic ci cnh tranh gay gt nh ngy nay th mi nh hng u c gng a ra nhiu chng trnh khuyn mi cng tt thu ht v lm tng s hi lng ca khch hng. V li khch hng trong thi im hin nay d dng tham kho gi c cng nh chng trnh khuyn mi gia cc nh hng do cm nh hng ca cng ty dch v du lch Ph Th cn tng thm chng trnh khuyn mi cho thc khch. V cng ty dch v du lch Ph Th nm trong h thng ca Saigon Tourist nn c mi quan h rng ri v thn thit vi nhiu cng ty l hnh, khch sn. Do h thng nh hng cn tn dng c nhng thun li khuyn mi xe hoa, xe a n c du, ch r hai h, hay khuyn mi tour du lch ngn ngy hoc gim ch ph khi khch sn ca cm hay ca Saigon Tourist. Cng ngh s dng tic ci ca h thng nh hng cng ty dch v du lch Ph Th nhn chung vn cn t v tng i n gin. V vy nghi thc l ci cha c s honh trng ln, cha gy c n tng mnh i vi khch tham d. Khch n nh hng ch yu cn nh vo nhng yu t khc nh khung cnh sang trng, rng ri thong mt. Nhng trong thi bui kinh doanh khc lit ngy nay c rt nhiu chng trnh nghi l kt hp vi ng dng cng ngh vo bui tic ra i, do nh hng cn phi lin tc u t v i mi chng trnh. Mt yu km, c th ni hu ht tt c cc nh hng t chc tic ci u mc phi l khng gy c s ch ca quan khch vo cui bui l. V h thng nh hng ca cng ty dch v du lch Ph Th cng khng ngoi

71

l. Gn cui bui l, nghi thc ch yu v quan trng l ung ru giao bi v ct bnh, nhng quan khch thng t ch n v n qu nhm chn. Nguyn nhn ca s nhm chn ny chnh l MC. mi nh hng khc nhau v mi bui tic khc nhau, nhng hu nh h ch c mt cch dn chng trnh gn nh ging ht nhau vo cui bui l: sau y c du, ch r s cng ung ru giao bi,, sau y c du, ch r s cng ct bnh ci,. Quan khch khng mun ch na v h khng thy c ngha quan trng ca nhng vic , v hn na nh hng no cng ging ht nhau nn khng cn theo di h cng bit c trn sn khu iu g ang xy ra. Do , nh hng cn to c khng kh trang nghim ca bui tic, v kin ngh nh hng nn thay i cch dn chng trnh cho mi l v thu ht to cho quan khch cm gic ch i iu g s xy ra tip theo sau nghi thc ch khng phi cm gic mong cho nghi thc mau kt thc. a s khch hng i t tic ci u lng tng khi ng trc mt rng mn n, khng bit chn mn no, b mn no. Do , nh hng cn c b phn t vn cho khch cch tm hiu v thc phm, xy dng thc n hi ha v hp khu v vi nhiu i tng. Bi v tic ci mang mt ngha c bit khng ch vi i uyn ng m cn vi c gia nh cng b con v bn b thn hu gn xa, do nh hng cn phi chm cht ht sc chu o cho thc n cng nh cht lng ca cc mn n ca bui tic d l chi tit nh nht. Bi v nu lm khng tt khu ny th b khch ch, khng phi ch ngi t m l ch nh hng lm d. Do , nh hng cn phi lun cao, i mi v nng cao cht lng mn n to cho thc khch mt cm gic mi m, khng b nhm chn khi tham d cc tic ci. Ngoi ra, cn c mt kin ngh khc cho cng ty dch v du lch Ph Th l t chc nh gi cht lng dch v tic ci nh k nhn dng c nhng hn ch trong cht lng phc v v s thay i nhu cu ca thc khch. Trn y l mt s gii php v kin ngh nhm nng cao cht lng dch v tic ci cc nh hng ca cng ty dch v du lch Ph Th. Tc gi rt mong Ban Gim c cng ty, v ban qun l nh hng xem xt cc kt qu phn tch v cc gii php a ra duy tr cht lng dch v ca ngnh dch v tic ci.

72

KT LUN
Mc tiu chnh ca ti ny l khm ph, iu chnh thang o v nh gi cc yu t tc ng n cht lng dch v tic ci h thng nh hng ca cng ty dch v du lch Ph Th. T kt qu nghin cu, tc gi xut mt s gii php v kin ngh nhm p ng tt hn nhu cu ca thc khch. ng gp ca ti ti nghin cu trnh by tng qut v c s l thuyt ca tic ci, v gi m cho ngi c bit c cc phong tc ci hi ca Vit Nam cng nh mt s nc trn th gii. Ngoi ra tc gi cn c vo c s l thuyt ca thang o Servqual v cht lng dch v iu chnh v b sung thang o cho ph hp vi cht lng dch v tic ci. Qua kt qu phn tch cc yu t tc ng n mc hi lng ca thc khch, tc gi xut mt s gii php nhm ci tin v nng cao cht lng dch v t chc tic ci cc nh hng. Nghin cu ny s gip cho ban qun l ca cng ty dch v du lch Ph Th c c s la chn nhng gii php cn thit hon thin cht lng dch v t chc tic ci ca h thng nh hng, ng thi nng cao v th cnh tranh trong ngnh dch v tic ci. Tip theo, kt qu ca nghin cu ny gi cho cc nh doanh nghip trong ngnh kinh doanh dch v ni chung v ngnh dch v tic ci ni ring l khng th nh gi cht lng dch v mt cch chung chung, m cht lng dch v phi c o bng mt tp nhiu thang o o lng cc thnh phn c mi lin h v tc ng n cht lng dch v. Nu khng nh gi cht lng dch v mt cch c khoa hc v nghim tc th kt qu thu c c th b sai lch v s khng t c hiu qu cho vic tp trung ngun lc cha tr cc nguyn nhn trong vic phn tch nh gi s hi lng ca khch hng v dch v do nh hng cung cp. Hn ch ca ti ti khng c c mu thang o ca cht lng dch v tic ci. Nhng tc gi vn dng thang o cht lng dch v ca parasuraman, ng thi kt hp ca 2 ln nghin cu nh tnh b sung v iu chnh thang o cho ngnh dch v tic ci. Tuy nhin do hn ch v thi gian, nghin cu ch dng li mc kho st kin nh gi ca thc khch v cht lng dch v t chc tic ci 3 nh hng ca cng ty dch v du lch Ph Th.

73

Vic chn mu trong nghin cu c tin hnh theo k thut chn mu thun tin. Do , kh nng tng qut ha s khng cao, v mu nghin cu cha th khi qut c ton b nhng tnh cht ca tng th nghin cu. Hng nghin cu tip theo Cc gii hn ca nghin cu c th gi cho cc nghin cu tip theo, cn c mt nghin cu nh gi ton din hn v cc kha cnh tc ng n cht lng dch v t chc tic ci, c th m rng phm vi nghin cu vi dch v t chc tic ci ca cc nh hng khc. C nh vy mi bao qut c nhiu vn nh hng n cht lng dch v t chc tic ci trong ngnh kinh doanh dch v ny. Bn cnh , mu nghin cu tip theo nn c chn mu theo xc sut lm tng kh nng khi qut ha ca tp mu nghin cu. *****

TI LIU THAM KHO


Ting Vit: 1. Nguyn Th Cnh (2007), Phng php & phng php lun nghin cu khoa hc kinh t, NXB i hc quc gia TPHCM. 2. Trn Kim Dung (2005), Hng dn vit cng nghin cu khoa hc, Trng i hc kinh t TP.HCM 3. Nguyn Thanh Hi & Phan Thng (2005), Qun tr hc, NXB thng k 4. Nguyn nh Th (2003), o lng cht lng vui chi gii tr ngai tri ti TP.HCM, ti cp b. CS2003-19, Trng i hc kinh t TP.HCM 5. Hong Trng (2005), Phn tch d liu nghin cu vi SPSS, NXB thng k Ting Anh: 6. Cronin J.& A.Taylor (1992), Measuring Service Quality, Journal of Marketing. 7. Hayes.B.E (1994), Measuring Customer Satisfaction-Development and Use of Questionnaires, Wisconsin:ASQC Quality Press 8. LAB (2002), Defining , Assessing, and Measuring Service Quality, University of Miami. 9. L Tanke (1990), Human Resources Management for the hospitality industry, Delmar 10. Olive Gabbie and Martin A ONeil (1996), Managing Service Quality,MCB University Press 11. Parasuraman, A., V.A.Zeithaml, & Leonard.L Berry (1985), A conceptual model of service quality and its implication for future research, Journal of Marketing 12. Robinson, S. (1999), Measuring service quality: current thinking and future requirements, Marketing Intelligence & Planning, 17(1), 21-32. 13. U & J R.Lehtinen (1982), Service Quality: Study of Quality Dimensions, Working Paper, Service Management Institute, Helsinki, Finland. Trang tin in t: 14. www.saigon-tourist.com.vn 15. www.thuytadamsen.com.vn 16. www.nhahangphonglan.com 17. www.ngoclanhotel.com.vn 18. www.ngaycuoi.com

PH LC
Trang Ph lc 1: Dn bi nghin cu nh tnh ln 1 Ph lc 2: Dn bi nghin cu nh tnh ln 2 Ph lc 3: Bng cu hi nghin cu nh lng Ph lc 4: Thng tin mu nghin cu Ph lc 5: Phn tch nhn t khm ph EFA Ph lc 6: Phn tch hi quy Ph lc 7: Phn tch ONE-Way Anova 1 3 4 7 8 13 14

Ph lc 1:

DN BI NGHIN CU NH TNH LN 1
Hin nay chng ti ang tin hnh nghin cu ti nh gi s hi lng ca thc khch v cht lng dch v tic ci ca cng ty dch v du lch Ph Th. Ti rt hn hnh xin c tho lun vi cc anh/ch v ch ny. Xin lu rng khng c quan im no l ng hoc sai c, tt c cc quan im ca anh/ch u c gi tr cho ti nghin cu ca chng ti cng nh gip cho cc nh hng tic ci hon thin v nng cao cht lng dch v p ng tt hn nhu cu ca thc khch. V ti s cung cp nhng thng tin v kt qu nghin cu khi anh/ch c yu cu. Rt mong nhn c s ng gp kin t cc anh/ch. Bc 1: Anh/ ch vui lng lit k tt c nhng yu t tc ng n s hi lng ca thc khch v cht lng dch v t chc tic ci?. 1 2 3 4 5 6 7 8 9 10.. 11.. 12.. 13.. 14.. 15... 16... 17.. 18... 19... 20... 21... 22... 23... 24... 25...

Bc 2:Tho lun (Gi nhng thnh phn thang o trong m hnh nghin cu ca parasuraman) Theo anh/ch yu t no c coi l mc tin cy trong dch v t chc tic ci? Theo anh/ch yu t no c coi l s p ng trong dch v t chc tic ci? Theo anh/ch yu t no c coi l nng lc phc v trong dch v t chc tic ci? Theo anh/ch yu t no c coi l s quan tm, ng cm ca nh hng i vi thc khch trong dch v t chc tic ci? Theo anh/ch nh hng cn quan tm n nhng phng tin vt cht hu hnh no phc v cho thc khch trong dch v t chc tic ci? Theo anh/ch ngai nhng yu t tc ng n nhng thnh phn dch v nu trn, cn c nhng yu t no nh hng n s hi lng ca thc khch khi n nh hng tham d tic ci? (gi nhng thnh phn cha c nhc ti trong m hnh nghin cu ca parasuraman) Trn trng cm n anh/ch dnh thi gian cung cp nhng kin qu bu cho ti nghin cu ny.

Ph lc 2:

DN BI NGHIN CU NH TNH LN 2
Hin nay chng ti ang tin hnh nghin cu ti nh gi s hi lng ca thc khch v cht lng dch v tic ci ca cng ty dch v du lch Ph Th. Ti rt hn hnh xin c tho lun vi cc anh/ch v ch ny. Xin lu rng khng c quan im no l ng hoc sai c, tt c cc quan im ca anh/ch u c gi tr cho ti nghin cu ca chng ti cng nh gip cho cc nh hng tic ci hon thin v nng cao cht lng dch v p ng tt hn nhu cu ca thc khch Bc 1: Gi khng theo cu trc 1.Anh/ch thng tham d tic ci cc nh hng no? 2.Khi tham d tic ci cc nh hng ny anh/ch thng quan tm n nhng yu t no ca nh hng? Thc khch khng nu ra nhng yu t v mc ng cm. xc nh thc khch c yu cu v mc ng cm i vi cht lng dch v tic ci hay khng? Hay h c quan tm nhng cha nu ra trong lc tho lun. Tc gi tin hnh tho lun bc 2 da trn kt qu nghin cu nh tnh ln 1 Bc 2: Gi mc ng cm ca kt qu nghin cu ln 1 Vui lng chn nhng yu cu ca bn i vi cht lng dch v tic ci nh hng: -Nh hng th hin s quan tm n thc khch -Nh hng hiu c nhu cu ca thc khch -Nh hng ch n nhng g thc khch quan tm nhiu nht. Trn trng cm n anh/ch dnh thi gian cung cp nhng kin qu bu cho ti nghin cu ny.

Ph lc 3:

BNG CU HI NGHIN CU NH LNG


Hin nay chng ti ang tin hnh nghin cu ti nh gi cht lng dch v tic ci cm nh hng ca cng ty dch v du lch Ph Th.Knh mi anh/ch vui lng in vo phiu iu tra di y. Xin lu rng khng c cu tr li no l ng hoc sai c. Tt c cc cu tr li ca anh/ch u c gi tr v kin ca anh/ch s c gi b mt tuyt i. Hng dn tr li: Xin cho bit mc ng ca anh/ch trong cc pht biu di y.Trong : 1 = hon ton khng ng 2 = khng ng 3 = Bnh thng 4 = ng 5 = hon ton ng Mc ng 1. Nh hng cung cp dch v ng ngay t ln u 2.Khi bn gp kh khn v cn s gip , nh hng nhit tnh gip bn 3.Khi bn khiu ni phn nn v dch v, nh hng gii quyt nhanh chng v linh hat 4.Nh hng c s thng bo kp thi khi c s thay i trong dch v tic ci 5. Nh hng cung cp dch v tic ci nh gii thiu 6.Nhn vin nh hng c phong cch phc v chuyn nghip 7.Nhn vin nh hng p ng nhu cu ca bn mt cch nhanh chng 8.Nhn vin nh hng phc v bn chu o d vo ma cao im ca tic ci 9.Nhn vin nh hng lun sn sng gip bn 10.Nhn vin nh hng giao tip vi bn thn thin 11.Nhn vin nh hng p ng tt vic phn chia v phc v thc n, thc ung trn bn tic 12.Nh hng gii quyt nhanh chng kp thi trng hp khch i ng hn d nh 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5

Mc ng

Mc ng 13. Khu vc cng cng nh hng m bo v sinh sch s 14. Thi phc v ca nhn vin nh hng lm bn t tin 15.Khng kh snh tic lm bn thy thoi mi, an ton 16. Thc n, thc ung m bo v sinh an ton thc phm 17.Bn lun c nh hng phc v lch s 18.Khn n, khn ph bn gh, chn da m bo v sinh sch s 19.Thc n ngon, hp khu v 20.Nh hng m bo an ninh, an ton 21.Nh hng th hin s quan tm n bn 22.Nhn vin nh hng hiu c nhng nhu cu c bit ca bn 23.Nh hng ch n nhng g bn quan tm nhiu nht. 24.Nh hng c khung cnh p 25.Nhn vin phc v trong nh hng c trang phc lch s 26. Cch b tr bn tic v cc dch v khc hp l 27.Cch trang tr phng tic nh hng lun lm bn hi lng 28.Khu vc v sinh cng cng nh hng lm bn hi lng 29.Chng trnh t chc tic mi l,hp dn 30.Ngi dn chng trnh tic ci ca nh hng chuyn nghip 31. Nh hng c trang thit b hin i 32.Cch trang tr mn n a dng, p mt 33.Bng hng dn n khu vc cng cng rt r rng 34.Dn cho khnh tit n tip khch nh nhn, lch s 35.nh sng trang tr to cm gic d chu 36.Gi c dch v phi chng v c khuyn mi 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5

Mc ng

Mc ng

37.Nh hng gn trung tm thnh ph 38.Nh hng c dch v gi xe thun tin

1 1

2 2 2 2

3 3 3 3

4 4 4 4

5 5 5 5

1 39.ng n nh hng tham d tic thun tin i vi bn 40.Nh hng lun c nhng i mi khi bn n tham d 1 tic ci.

Mc ng 41.Cht lng dch v ca nh hng p ng c yu cu 1 2 3 4 mong i ca bn 42.Nhn chung, bn hi lng vi trang thit b vt cht ca 1 2 3 4 nh hng 43.Nhn chung, bn hi lng vi cung cch phc v ca nh 1 2 3 4 hng 44.Bn s gii thiu vi ngi quen nh hng ny nu h c 1 2 3 4 nhu cu t chc tic ci Vui lng cho bit i nt v bn thn anh/ch (nh du vo ph hp) - Gii tnh: - Anh ch thuc nhm 1 Nam : 2 - N : 5 5 5 5

1 Khch tham d tic ci nh hng: 2 L ngi tng t tic ci nh hng:

- tui:

1 - Di 25 tui: 3 - T 35 44 tui :

2 - T 25-34 tui: 4 - Trn 45 tui :

- Trnh vn ha - chuyn mn: 1 - Lao ng ph thng : 2 - Trung cp, cao ng : 3 - i hc v cao hn : - Vui lng cho bit thu nhp ca anh ch trong thng: 1 Di 1,5 triu : 2 T 1,5 triu n di 3 triu: 3 Trn 3 triu : Trn trng cm n s ng gp ca anh ch

Ph lc 4:

THNG TIN MU NGHIN CU Gii tnh


Valid Nam Nu Total Frequency 102 118 220 Percent 46.4 53.6 100.0 Valid Percent 46.4 53.6 100.0 Cumulative Percent 46.4 100.0

Nhm khch hng


Valid Khach tham du tiec cuoi Da tung dat tiec cuoi Total Frequency 172 48 220 Percent 78.2 21.8 100.0 Valid Percent 78.2 21.8 100.0 Cumulative Percent 78.2 100.0

tui
Valid <25 25-34 35-44 >=45 Total Frequency 66 121 17 16 220 Percent 30.0 55.0 7.7 7.3 100.0 Valid Percent 30.0 55.0 7.7 7.3 100.0 Cumulative Percent 30.0 85.0 92.7 100.0

Trnh vn ha
Valid Lao dong pho thong Trung cap cao dang Dai hoc va cao hon Total Frequency 12 66 142 220 Percent 5.5 30.0 64.5 100.0 Valid Percent 5.5 30.0 64.5 100.0 Cumulative Percent 5.5 35.5 100.0

Thu nhp
Valid <1.500.000 1.500.000 - 3.000.000 >=3.000.000 Total Frequency 9 44 167 220 Percent 4.1 20.0 75.9 100.0 Valid Percent 4.1 20.0 75.9 100.0 Cumulative Percent 4.1 24.1 100.0

Ph lc 5:

PHN TCH NHN T KHM PH EFA


Ln 1:
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Samplinng Adequacy Bartlett's Test of Sphericity Approx.Chi-Square df Sig. .892 3487.735 741 .000

q2 q5 q4 q3 q27 q1 q32 q14 q20 q16 q18 q15 q19 q9 q11 q6 q7 q12 q17 q23 q21 q22 q33 q34 q31 q35 q13 q24 q30 q36 q38 q39 q40 q10

1 .710 .648 .637 .589 .567 .458 .445

Rotated Component Matrix(a) Component 3 4 5 6

.434 .677 .650 .634 .606 .482 .465 .718 .588 .547 .526 .440 .756 .726 .665 .681 .657 .564 .501 .674 .530 .527 .420 .795 .676 .535 .717

.457

.410

.402

q8 .495 q26 q29 .415 q28 q25 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a.Rotation converged in 9 iterations

.497 .470 .437 .668 .539

Ln 2:
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Samplinng Adequacy Bartlett's Test of Sphericity Approx.Chi-Square df Sig. Rotated Component Matrix(a) Component 3 4 5 .879 2064.031 351 .000

1 2 q2 .757 q3 .628 q5 .625 q4 .624 q27 .600 q11 .701 q10 .670 q6 .633 q13 .585 q30 .438 .564 q12 .538 q14 .686 q16 .683 q18 .633 q20 .625 q34 q33 q25 q31 q24 q23 q21 q22 q38 q39 q7 q28 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization

.717 .658 .617 .517 .411 .778 .742 .675 .769 .694 .734 -.479

a.Rotation converged in 8 iterations

Ln 3:
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Samplinng Adequacy Bartlett's Test of Sphericity Approx.Chi-Square df Sig. .874 1798.553 276 .000

1 q14 .753 q18 .643 q16 .593 q20 .542 q13 .465 q2 .761 q4 .714 q3 .632 q5 .590 q27 .445 .567 q7 .658 q10 .642 q11 .599 q6 .588 q12 .529 q34 q33 q31 q25 q23 q21 q22 q39 q38 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a.Rotation converged in 10 iterations

Rotated Component Matrix(a) Component 2 3 4

.743 .732 .581 .554 .781 .747 .679 .779 .732

Ln 4:
KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Samplinng Adequacy Bartlett's Test of Sphericity Approx.Chi-Square df Sig. .862 1520.869 231 .000

Total Variance Explained Initial Eigenvalues Component Total 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 6.499 1.597 1.476 1.306 1.187 1.072 .962 .848 .798 .747 .630 .588 .583 .534 .506 .481 .456 .415 .388 .345 .312 .267 % of Variance 29.542 7.261 6.711 5.939 5.396 4.873 4.375 3.853 3.626 3.396 2.865 2.673 2.651 2.427 2.302 2.185 2.072 1.886 1.765 1.569 1.419 1.214 Cumulative % 29.542 36.802 43.513 49.452 54.848 59.721 64.096 67.949 71.575 74.971 77.836 80.509 83.160 85.587 87.889 90.074 92.146 94.032 95.797 97.367 98.786 100.000 Extraction Sums of Squared Loadings Total 6.499 1.597 1.476 1.306 1.187 1.072 % of Variance 29.542 7.261 6.711 5.939 5.396 4.873 Cumulative % 29.542 36.802 43.513 49.452 54.848 59.721 Rotation Sums of Squared Loadings Total 2.541 2.430 2.352 2.180 2.109 1.527 % of Variance 11.549 11.043 10.693 9.908 9.587 6.941 Cumulative % 11.549 22.592 33.285 43.193 52.780 59.721

Extraction Method: Principal Component Analysis Rotated Component Matrix(a) Component 2 3 4

q14 q18 q16 q20 q2 q4 q3 q5 q7 q10 q11 q6 q12 q23 q21 q22 q34 q33

1 .754 .660 .650 .588

.784 .725 .599 .570 .662 .649 .604 .593 .525 .784 .749 .686 .750 .733

q31 q25 q39 q38 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a.Rotation converged in 8 iterations

.579 .560 .779 .747

Ph lc 6:

PHN TCH HI QUY


Model Summary
Adjusted Std. Error of Model R R Square R Square the Estimated 1 .795a .683 .669 .39338 a.Predictors: (Constant), TIEPCAN,PTHH,DONGCAM,TINCAY,DAPUNG,PHUCVU

ANOVAb
Sum of Mean Squares df Square F Sig. 1 Regression 792.265 6 132.044 33.231 .000a Residual 846.367 213 3.974 Total 1638.632 219 a.Predictors: (Constant), TIEPCAN,PTHH,DONGCAM,TINCAY,DAPUNG,PHUCVU b.Dependent Variable: THOAMAN Model

Coefficients a
Unstandardized Coefficients Model B 1 (Constant) .641 TINCAY .312 DAPUNG .224 PHUCVU .260 DONGCAM .078 PTHH .201 TIEPCAN .161 a.Dependent Variable: THOAMAN Std.Error .993 .062 .053 .063 .075 .068 .092 Unstandardized Coefficients Beta .320 .264 .061 .015 .174 .095 t .646 5.052 4.194 2.952 3.246 2.953 1.743 Sig. .519 .000 .000 .022 .006 .003 .000

Ph lc 7:

PHN TCH ONEWAY ANOVA


Kim nh s khc bit gii tnh Descriptives
THOAMAN 95% Confidence Interval for Mean N 102 118 220 Mean 13.8235 13.4831 13.6409 Std. Deviation 2.73015 2.74168 2.73539 Std.Error .27032 .25239 .18442 Lower Bound 13.2873 12.9832 13.2774 Upper Bound 14.3598 13.9829 14.0044

nam nu Total

Test of Homogeneity of Variances


THOAMAN Levene Statistic .056 df1 1 df2 218 Sig. .813

ANOVA
THOAMAN Sum of Squares 6.342 1632.290 1638.632 df 1 218 219 Mean Squares 6.342 7.488 F .847 Sig. .358

Between Groups Within Groups Total

Kim nh s khc bit i tng khch Descriptives


THOAMAN 95% Confidence Interval for Mean Lower Upper Bound Bound 13.0923 13.8960 13.3168 15.0166 13.2774 14.0044

Khach tham du tiec cuoi Da tung dat tiec cuoi Total

N 172 48 220

Mean 13.4942 14.1667 13.6409

Std. Deviation 2.66995 2.92701 2.73539

Std.Error .20358 .42248 .18442

Test of Homogeneity of Variances


THOAMAN Levene Statistic .020 df1 1 df2 218 Sig. .886

ANOVA
THOAMAN Sum of Squares 16.971 1621.661 1638.632 df 1 218 219 Mean Squares 16.971 7.439 F 2.281 Sig. .132

Between Groups Within Groups Total

Kim nh s khc bit v tui Descriptives


THOAMAN 95% Confidence Interval for Mean Lower Upper Bound Bound 13.1559 14.2986 13.1007 14.1225 12.1447 15.0317 11.6465 15.4785 13.2774 14.0044

<25 25 34 35 44 >=45 Total

N 66 121 17 16 220

Mean 13.7273 13.6116 13.5882 13.5625 13.6409

Std. Deviation 2.32409 2.83834 2.80755 3.59572 2.73539

Std.Error .28608 .25803 .68093 .89893 .18442

Test of Homogeneity of Variances


THOAMAN Levene Statistic 1 .888 df1 3 df2 216 Sig. .133

ANOVA
THOAMAN Sum of Squares .742 1637.890 1638.632 df 31 216 219 Mean Squares .247 7.583 F .033 Sig. .992

Between Groups Within Groups Total

Kim nh s khc bit v trnh vn ha Descriptives


THOAMAN 95% Confidence Interval for Mean Lower Upper Bound Bound 12.2438 14.7562 13.4085 14.8642 12.9801 13.8649 13.2774 14.0044

Lao dong pho thong Trung cap cao dang Dai hoc va cao hon Total

N 12 66 142 220

Mean 13.5000 14.1364 13.4225 13.6409

Std. Deviation 1.97714 2.96070 2.66664 2.73539

Std.Error .57075 .36444 .22378 .18442

Test of Homogeneity of Variances


THOAMAN Levene Statistic 1.210 df1 2 df2 217 Sig. .300

ANOVA
THOAMAN Sum of Squares 23.211 1615.421 1638.632 df 2 217 219 Mean Squares 11.606 7.444 F 1.559 Sig. .213

Between Groups Within Groups Total

Kim nh s khc bit v thu nhp Descriptives


THOAMAN 95% Confidence Interval for Mean Lower Upper Bound Bound 11.6786 15.2103 12.7951 14.3867 13.2369 14.0924 13.2774 14.0044

<1.500.000 1.500.000 3.000.000 >=3.000.000 Total

N 9 44 167 220

Mean 13.4444 14.5909 13.6647 13.6409

Std. Deviation 2.29734 2.61763 2.79977 2.73539

Std.Error .76578 .39462 .21665 .18442

Test of Homogeneity of Variances


THOAMAN Levene Statistic .565 df1 2 df2 217 Sig. .569

ANOVA
THOAMAN Sum of Squares .552 1638.080 1638.632 df 2 217 219 Mean Squares .276 7.549 F .037 Sig. .964

Between Groups Within Groups Total

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