TAP CH PHAT TRIEN KH&CN, TAP 10, SO 08 - 2007

SERVQUAL HAY SERVPERF MT NGHIN CU SO SNH TRONG NGNH SIU TH BN L VIT NAM
Nguyn Huy Phong, Phm Ngc Thy Trng i hc Bch khoa, HQG-HCM 1.T VN 1.1. Tnh hnh kinh doanh Siu th bn l ti Vit Nam Th trng bn l Vit Nam c tnh c th t quy m doanh s 20 t USD/nm v tng trng khong 35%- 40% mi nm. y l th trng c sc hp dn cao i vi cc nh u t trong v ngoi nc. Theo kt qu kho st ca tp on t vn AT Kearnay, Vit Nam l th trng bn l hp dn ng th t th gii nm 2007 (Tui tr, 01/07/07). Theo thng k ca B Thng Mi, n cui nm 2006, c nc c gn 400 siu th, trung tm thng mi ang hot ng v trin khai xy dng (Ngi Lao ng, 03/05/2007), trong cc doanh nghip trong nc bao gm: h thng siu th Co-op Mart, h thng siu th Citimart, h thng Siu th Maximart, Siu th H Ni v h thng bn l G7 mart,. Ngoi ra, cn c cc tp on ca nc ngoi nh: Metro Cash & Carry (c), Bourbon (Php), Parkson (Malaysia), Thun Kiu plaza (i Loan), Si gn Center (Singapore), Diamond plaza (Hn Quc), Zen plaza (Nht Bn), Super Bowl (i Loan) v Lotte (Hn Quc). Vi tc pht trin mnh nh th nhng hin h thng phn phi i siu th ch t mc 20-25% tng lng hng ha lun chuyn, cho thy th trng vn cn nhiu tim nng. Tuy nhin, theo tin trnh sau khi gia nhp WTO, u nm 2009 th trng bn l Vit Nam s m ca hon ton cho cc DN nc ngoi tham gia cng cho thy y s l mt th trng cnh tranh khc lit. 1.2. L do hnh thnh ti Trong bi cnh ngi tiu dng Vit Nam ngy cng c nhiu c hi la chn ni mua sm v ngy cng c nhng yu cu cao hn v cht lng dch v, cng vi xu hng pht trin i vi th trng siu th bn l, cc doanh nghip hot ng trong lnh vc ny tuy c nhiu c hi do nhu cu tng cao nhng cng ng trc nguy c cnh tranh gia tng. Do vy, tn ti v pht trin cc doanh nghip cn quan tm n nh gi ca khch hng v cht lng dch v ca DN, qua c bin php gi khch hng c, thu ht khch hng mi. Nm 1985, Parasuraman v cng s xut m hnh nm khong cch cht lng dch v, cng vi thang o SERVQUAL c nhiu nh nghin cu cho l kh ton din (Svensson 2002). Thng qua cc kim tra thc nghim vi b thang o v cc nghin cu l thuyt khc nhau, Parasuraman v cng s khng nh rng SERVQUAL l b cng c o lng cht lng dch v tin cy v chnh xc (Parasuraman v cng s, 1985; 1988; 1991; 1993). H cng khng nh rng b thang o c th ng dng cho cc bi cnh dch v khc nhau (Parasuraman v cng s, 1988), d i khi cn phi din t li v/ hoc b sung thm mt s pht biu. Nm 1992, t kt qu nghin cu thc nghim Cronin v Taylor xut m hnh SERVPERF v cho rng s dng m hnh ny tt hn SERVQUAL. Quester v Romaniuk (1997) thc hin so snh hai m hnh SERVQUAL v SERVPERF trong bi cnh ngnh cng nghip Qung co ca c. Gi thuyt t ra l m hnh SERVQUAL s cho kt qu tt hn SERVPERF, nhng kt qu tm thy khng ng h gi thuyt . Nghin cu ny cng thc hin so snh hai m hnh SERVQUAL v SERVPERF trong bi cnh ngnh siu th bn l ca Vit Nam. Qua s xc nh m hnh no tt hn nn p dng trong o lng cht lng dch v cung cp cho khch hng. 2. NI DUNG NGHIN CU

Science & Technology Development, Vol 10, No.08 - 2007 Mc tiu ti l so snh hai m hnh o lng cht lng dch v SERVQUAL v SERVPERF trong bi cnh nghin cu cc yu t nh hng n s hi lng ca khch hng i vi dch v ti cc siu th bn l Vit Nam. Phm vi nghin cu c gii hn trong a bn TP.HCM, cc hot ng mua sm din ra ti cc siu th trong khu vc trung tm. i tng nghin cu l cc khch hng sau khi tham quan, mua sm ti siu th. Nghin cu khng thc hin cho cc siu th nc ngoi ang hot ng ti Vit Nam. Kt qu nghin cu c th tham kho p dng cho cc DN kinh doanh trong lnh vc ny, c v thng tin nh gi ca khch hng v phng php o lng. M hnh o lng cht lng dch v SERVQUAL v SERVPERF Khi b thang o SERVQUAL (Parasuraman v cng s, 1988) c cng b c nhng tranh lun v vn lm th no o lng cht lng dch v tt nht. Gn hai thp k sau , nhiu nh nghin cu n lc chng minh tnh hiu qu ca b thang o SERVQUAL. B thang o SERVQUAL nhm o lng s cm nhn v dch v thng qua nm thnh phn cht lng dch v, bao gm: 1. Tin cy (reliability): th hin kh nng thc hin dch v ph hp v ng hn ngay ln u. 2. p ng (responsiveness): th hin s sn lng ca nhn vin phc v nhm cung cp dch v kp thi cho khch hng. 3. Nng lc phc v (assurance): th hin trnh chuyn mn v cung cch phc v lch s, nim n vi khch hng. 4. ng cm (empathy): th hin s quan tm chm sc n tng c nhn khch hng. 5. Phng tin hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca nhn vin phc v, cc trang thit b thc hin dch v. B thang o gm 2 phn, mi phn c 22 pht biu. Phn th nht nhm xc nh k vng ca khch hng i vi loi dch v ca doanh nghip ni chung. Ngha l khng quan tm n mt DN c th no, ngi c phng vn cho bit mc mong mun ca h i vi dch v . Phn th hai nhm xc nh cm nhn ca khch hng i vi vic thc hin dch v ca doanh nghip kho st. Ngha l cn c vo dch v c th ca DN c kho st nh gi. Kt qu nghin cu nhm nhn ra cc khong cch gia cm nhn khch hng v cht lng dch v do doanh nghip thc hin v k vng ca khch hng i vi cht lng dch v . C th, theo m hnh SERVQUAL, cht lng dch v c xc nh nh sau: Cht lng dch v = Mc cm nhn Gi tr k vng. Parasuraman v cng s khng nh rng SERVQUAL l mt dng c o lng cht lng dch v tin cy v chnh xc (Parasuraman v cng s, 1988; 1991; 1993) v thang o ny c s dng rng ri (Buttle, 1996; Robinson,1999). Tuy nhin, vic s dng m hnh cht lng v khong cch lm c s cho vic nh gi cht lng dch v cng c nhiu tranh lun (Carmen, 1990; Babakus & Boller, 1992; Cronin & Taylor, 1992). Cronin v Taylor (1992) vi m hnh SERVPERF, cho rng mc cm nhn ca khch hng i vi s thc hin dch v ca doanh nghip phn nh tt nht cht lng dch v. Theo m hnh SERVPERF th: Cht lng dch v = Mc cm nhn Kt lun ny c ng tnh bi cc tc gi khc nh Lee v cng s (2000), Brady v cng s (2002). B thang o SERVPERF cng s dng 22 mc pht biu tng t nh phn hi v cm nhn ca khch hng trong m hnh SERVQUAL, b qua phn hi v k vng. Mi quan h gia cht lng dch v v s hi lng ca khch hng Hi lng l phn ng ca ngi tiu dng khi c p ng mong mun (Oliver,1997), l phn ng ca khch hng v s khc bit gia mong mun v mc cm nhn sau khi s dng sn phm/dch v (Tse v Wilton, 1988). Nh vy, hi lng l hm ca s khc bit gia kt qu nhn c v k vng (Kotler, 2001). Parasuraman v cng s (1993), cho rng gia cht lng

TAP CH PHAT TRIEN KH&CN, TAP 10, SO 08 - 2007 dch v v s hi lng khch hng tn ti mt s khc bit, im khc bit c bn l vn nhn qu. Cn Zeithalm & Bitner (2000) th cho rng s hi lng ca khch hng b tc ng bi nhiu yu t nh: cht lng sn phm, cht lng dch v, gi c, yu t tnh hung, yu t c nhn. Tuy gia cht lng dch v v s hi lng c mi lin h vi nhau (Cronin v Taylor, 1992; Spreng & MacKoy, 1996) nhng c rt t nghin cu tp trung vo vic kim tra mc gii thch ca cc thnh phn cht lng dch v i vi s hi lng, c bit cho tng ngnh dch v c th (Lassar & cng s, 2000). Ngoi ra, yu t gi c cng cn c xem xt khi nghin cu s hi lng ca khch hng (Spreng & Mackoy, 1996; Voss & cng s, 1998; Varki & Colgate, 2001). Tuy nhin, c nghin cu trc ti Vit Nam v khch hng siu th cho thy yu t gi c cm nhn khng to nn hiu ng trc tip ti lng trung thnh ca khch hng (Trang & Th, 2003). Do vy, nghin cu ny khng xt nh hng ca gi c n s hi lng ca khch hng. M hnh nghin cu ca ti nh sau:

Hnh 1. M hnh nghin cu

T m hnh trn, cc gi thuyt c pht biu nh sau: H1: Thnh phn tin cy c tng quan dng vi s hi lng ca khch hng. H2: Thnh phn p ng c tng quan dng vi s hi lng ca khch hng. H3: Thnh phn nng lc phc v c tng quan dng vi s hi lng ca khch hng. H4: Thnh phn ng cm c tng quan dng vi s hi lng ca khch hng. H5: Thnh phn phng tin hu hnh c tng quan dng vi s hi lng ca khch hng. H6: M hnh SERVPERF o lng s hi lng ca khch hng tt hn m hnh SERVQUAL. 3. PHNG PHP NGHIN CU Nghin cu c tin hnh theo hai bc chnh: nghin cu s b v nghin cu chnh thc. Bc 1, hiu chnh b thang o SERVQUAL cho ph hp vi bi cnh siu th bn l VN. Vic hiu chnh c tham kho b thang o trong ti o lng cht lng dch v Siu th theo quan im ca khch hng (M s CS.2003.01.04 ca Trang & Th, 10/2003). Sau , s dng thang o ny thc hin phng vn su 15 khch hng thng mua sm ti cc siu th thuc khu vc trung tm TP. HCM hon chnh bn cu hi s dng bc 2. Bc 2 nhm kim tra m hnh l thuyt, o lng mc nh hng ca cc yu t n s hi lng ca khch hng. D liu c thu thp thng qua phng vn trc tip bng bn cu hi. i tng phng vn l cc

Science & Technology Development, Vol 10, No.08 - 2007 khch hng c tui t 18 tr ln, l nhng ngi n tham quan mua sm ti siu th, c tn sut mua sm t nht 1 ln/thng cc siu th Coop-Mart, Maximart, BigC, Citimart. 4. THIT K BN CU HI Nh trnh by trn, c hai b thang o c phn giao l o lng mc cm nhn ca khch hng. Do vy, ch cn mt bn cu hi cho cng i tng phng vn. Bn cu hi gm ba phn chnh. Phn mt, khch hng s c hi v mc cm nhn i vi cht lng dch v siu th ang mua sm. Phn ny c 25 pht biu o lng 5 thnh phn cht lng dch v v 1 pht biu o lng s hi lng ca khch hng. Nghin cu s dng thang o Likert 5 mc , t (1) Rt khng ng n (5) Rt ng . Phn hai, khch hng s c hi s k vng ca h v mt siu th c cht lng tt ni chung. Phn ny cng gm 25 pht biu o lng 5 thnh phn cht lng dch v nh phn mt. Phn ba gmcc cu hi v thng tin c nhn nh: tui, gii tnh, thu nhp v tn sut i siu th, ... dng thng k phn loi sau ny. Nh vy, phn nh gi mc cm nhn c a ln trc nn kt qu kho st cho thang o SERVPERF khng b nh hng bi thang o SERVQUAL d s dng chung mt bn cu hi. 5. PHN TCH KT QU 5.1. M t mu Phng vn c thc hin ti 4 h thng siu th ln thnh ph H Ch Minh (Coop Mart, Maximart, Citimart, v Big C). Thi gian phng vn trung bnh l 15 pht/ khch hng. Trong 300 bn cu hi thu v ch s dng c 225 bn, t l thu hi t 75%. Trong mu, khch hng c tui di 30 chim 68%, cho thy gii tr a thch loi hnh bn l hin i v tin nghi ca siu th nhiu hn nhng ngi ln tui. V gii tnh, c 83% khch hng l n. V thu nhp, mc di 2 triu ng chim 29%, t 2 n 5 triu ng chim 41%, trn 5 triu ng chim 32%. Tn sut i siu th 1 ln/tun chim c 41%. 5.2.Kim nh thang o Kt qu kim nh tin cy ca thang o v phn tch nhn t khm ph (EFA) vi phng php trch l principal axis factoring, php quay promax, c trnh by bng 1. Bng 1. Bng so snh kt qu kim nh thang o ca hai m hnh M hnh Cc yu t nh hng p ng SERVQUAL Tng phng sai trch: 59,12% ng cm Phng tin hu hnh Tin cy Nng lc phc v p ng SERVPERF Tng phng sai trch: ng cm Phng tin hu hnh Tin cy tin cy Cronbach Alpha 0,840 0,779 0,796 0,780 0,793 0,863 0,816 0,831 0,789

TAP CH PHAT TRIEN KH&CN, TAP 10, SO 08 - 2007 61,99% Nng lc phc v 0,839

Kt qu kim nh cho thy c hai b thang o u c 5 thnh phn: tin cy, p ng, nng lc phc v, ng cm v phng tin hu hnh. Tuy nhin, gi tr Cronbach alpha ca c 5 thnh phn trong m hnh SERVPERF u cao hn so vi m hnh SERVQUAL. Trong phn tch nhn t, thang o ca m hnh SERVPERF loi 4 bin quan st, thang o ca m hnh SERVQUAL loi 6 bin quan st. Cc bin b loi u c h s tng quan bin-tng tuy t yu cu (>0.30) nhng li nh hn nhiu so vi cc bin khc trong phn tch tin cy. Tng phng sai trch c ca m hnh SERVPERF l 61,993% ln hn so vi m hnh SERVQUAL (59,129%). Nhn chung, s khc bit gia hai b thang o ca hai m hnh l khng ng k. 5.3.Kim nh m hnh Kt qu phn tch hi quy i vi m hnh SERVQUAL c trnh by trong Bng 2. Nm thnh phn Tin cy, p ng, Nng lc phc v, ng cm v Phng tin hu hnh u c c sig. < 0.05. H s R2 hiu chnh bng 0,394, phn nh khong 39,4% phng sai s hi lng ca khch hng c gii thch bi 5 thnh phn trn. H s VIF ca cc thnh phn trong m hnh u < 2. Do , hin tng a cng tuyn gia cc thnh phn c lp khng nh hng ng k n kt qu gii thch ca m hnh. Kim tra phn phi phn d cng khng b vi phm khi s dng phng php hi quy bi.

Bng 2. Kt qu phn tch hi quy - M hnh SERVQUAL H s cha chun ha B (Constan) TC DU NL DC PT

2

Std. Error ,055 ,061 ,056 ,064 ,059 ,058

Beta chun ho

T 78,80 9

Sig. ,000 ,046 ,003 ,009 ,048 ,022

a cng tuyn chp VIF nhn

4,363 ,123 ,168 ,168 ,116 ,133

,130 ,217 ,189 ,136 ,144

2,010 3,002 2,632 1,987 2,301

,625 ,503 ,511 ,560 ,671

1,601 1,988 1,967 1,787 1,491

R hiu chnh = 0,394;

Sig. = 0,000

Kt qu kim nh m hnh SERVQUAL cho thy c 5 thnh phn tc ng vo s hi lng ca khch hng i vi cc siu th bn l ti TP. HCM. C th kt lun cc gi thuyt H1, H2, H3, H4, H5 c ng h theo m hnh SERVQUAL. Tng t, thc hin phn tch hi quy cho m hnh SERVPERF. Kt qu phn tch trnh by trong bng 3, cng gm 5 thnh phn nh kt qu phn tch cho m hnh SERVQUAL. Tuy nhin, h s R2 hiu chnh bng 0,595, kt qu ny cao hn R2 hiu chnh ca m hnh SERVQUAL. H s VIF ca cc thnh phn trong m hnh cao nht l 2,2 nn hin tng a cng tuyn gia cc thnh phn c lp khng nh hng ng k n kt qu gii thch ca m hnh. Kim tra phn phi phn d cng khng b vi phm khi s dng phng php hi qui a bin. Cc gi thuyt H1, H2, H3, H4, H5 cng c ng h theo m hnh SERVPERF.

Science & Technology Development, Vol 10, No.08 - 2007 Bng 3. Kt qu phn tch hi quy - M hnh SERVPERF H s cha chun ha B (Constant) TC DU NL DC PT
2

Std. Error ,217 ,066 ,055 ,062 ,051 ,062

Beta chun ho

T ,566

Sig. ,572 ,014 ,003 ,002 ,003 ,000

a cng tuyn chp VIF nhn ,568 ,490 ,454 ,588 ,571 1,760 2,039 2,205 1,701 1,750

,123 ,163 ,165 ,197 ,154 ,312

,140 ,182 ,201 ,165 ,284

2,487 3,002 3,181 2,984 5,040

R hiu chnh = 0,595;

Sig. = 0,000

Tm li, kt qu kim nh hai m hnh cho thy c hai m hnh u c 5 thnh phn tc ng n s hi lng ca khch hng. Tuy nhin, m hnh SERVPERF c R2 hiu chnh ln hn nn l m hnh tt hn. Kt qu ny ng h gi thuyt H6 trong m hnh nghin cu. Ngoi ra, hai m hnh cn c khc nhau v mc nh hng (h s beta chun ha) ca 5 thnh phn cht lng dch v n s hi lng ca khch hng. Khc bit ny c th dn n cc quyt nh qun l khc nhau khi s dng hai m hnh thang o khc nhau. Mc nh hng ca cc thnh phn c trnh by trong Bng 4. Bng 4. Mc nh hng ca 5 thnh phn theo hai m hnh M hnh SERVPERF 1. Phng tin hu hnh (0,284) 2. Nng lc phc v (0,201) 3. p ng (0,182) 4. ng cm (0,165) 5. Tin cy (0,140) 6. KT LUN 6.1.Kt qu so snh hai m hnh T cc kt qu nghin cu trn c th kt lun: (1) s dng m hnh SERVPERF s cho kt qu tt hn m hnh SERVQUAL; (2) Bn cu hi theo m hnh SERVPERF ngn gn hn phn na so vi SERVQUAL, khng gy nhm chn v mt thi gian cho ngi tr li. Ngoi vic bn cu hi di, khi nim s k vng cng kh m h i vi ngi tr li. Do vy, s dng thang o SERVQUAL c th nh hng ti cht lng d liu thu thp, dn n gim tin cy v tnh khng n nh ca cc bin quan st. Thc t, a s ngi tr li ghi mc k vng ca h v mt siu th cht lng tt ch hai mc 4 v 5 (thang o 5 mc ) cho tt c cc pht biu. C th thy tm l ca khch hng bao gi cng mong mun mc cao, nhng li qun rng mc chi tiu ca h c gii hn. M hnh SERVQUAL 1. p ng (0,217) 2. Nng lc phc v (0,189) 3. Phng tin hu hnh (0,144) 4. ng cm (0,136) 5. Tin cy (0,130)

TAP CH PHAT TRIEN KH&CN, TAP 10, SO 08 - 2007 Ngoi ra, thang o SERVPERF tuy n gin nhng cho kt qu tt hn l do khi c hi mc cm nhn khch hng thng c xu hng so snh gia mong mun v cm nhn trong u tr li bn cu hi. 6.2.Cc yu t nh hng n s hi lng ca khch hng ti cc siu th bn l VN Theo kt qu nghin cu, c 5 thnh phn tin cy, p ng, nng lc phc v, ng cm, v phng tin hu hnh c nh hng n s hi lng ca khch hng ti cc siu th bn l VN, c nh hng mnh nht l thnh phn phng tin hu hnh. C mt bng rng ri v v tr thun tin cho vic i li mua sm ca khch hng l iu kin quan trng i vi cc siu th bn l. Trong mu kho st, cc thnh phn cht lng dch v ti cc siu th cha c nh gi cao. Hu ht cc gi tr mean u nh hn 4 (thang o 5 im). Trong , vic nng cao nng lc phc v ca nhn vin siu th cng nn ch v yu t ny c mc nh gi thp nht so vi cc yu t khc (mean = 3,48). Tm li, nghin cu ny t c mc tiu ra tuy vn cn mt s hn ch. Trc ht, mu kho st cha mang tnh i din do ch mi kho st cc khch hng n cc siu th bn l TP. HCM. Do vy, cn m rng cho cc a phng khc. V phng php, o lng, nh gi thang o v kim nh m hnh l thuyt tt hn cn s dng cc phng php cao hn nh SEM, cng c hin i hn nh Amos.

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