45098

PHN M U
T sau Chin tranh Th gii ln th II n nay, ngnh du lch lin tc pht trin v c nhng bc tng trng mnh. Nu nhng nm 1950 th gii c trn di 100 triu lt khch du lch, th nhng nm 1990 con s ny tng ln gp su ln, v t u th k 21, t hn 800 triu lt khch/nm vi doanh thu ngnh du lch mc 623 t US$ nm 2004, to iu kin cho cc ngnh kinh t khc cng pht trin mang li siu li nhun cho nn kinh t. Ngnh du lch v vy c v nh Con g trng vng ca nn kinh t quc dn. Vit Nam, t sau Chnh sch i Mi ca ng v Nh nc nm 1988, cng vi chnh sch M ca hi nhp, nn kinh t c nhng bc chuyn mnh vi tc tng trng GDP bnh qun hng nm trn 7.5% v c cc chuyn gia phn tch kinh t th gii nh gi cao. ng hnh vi s tng trng ca nn kinh t, th ngnh du lch Vit Nam cng t nhiu thnh tu ng k. Trc nm 1995 khi nhng on khch quc t n Vit Nam vi mc ch ch yu l cng tc ngoi giao, th nhng nm sau t l khch quc t n Vit Nam vi mc ch du lch kh cao y mc tng trng u hng nm ln 7.7%. Nm 2005, Vit Nam c Hip hi Du lch Th gii xp vo hng th 7 ca th gii v tng trng du lch nhanh, v d on Vit Nam vn nm trong v tr Top mi nc dn u v tng trng du lch giai on 2007 2016. Thnh ph H Ch Minh, thnh ph c nn kinh t nng ng nht nc v ang chuyn mnh theo hng tng dn t trng cng nghip v dch v trong GDP. Nu trc nm 2001, lng khch du lch quc t n TPHCM ch trn di
- 1 -GII PHP NNG CAO CHT
LNG CHUI KHCH SN THUC SAIGONTOURIST TRN A BN TPHCM
1 triu ngi, th ch sau 5 nm, con s ny tng gp i t 2 triu du khch quc t, chim gn 80% lt khch quc t n Vit Nam Ngun - S du lch TPHCM ( ). Song song vi s pht trin ca ngnh cng nghip khng khi th hot ng kinh doanh khch sn cng c nhng bc tin ng k. S doanh nghip hot ng trong lnh vc khch sn gia tng ln theo t l thun n nm 2005 c 640 c s lu tr t tiu chun, trong khch sn t 3 5 sao chim 5.5% v cng sut phng t bnh qun 75%. Doanh thu t hot ng kinh doanh khch sn t 11.800 t ng, tng 27% so vi nm 2004, v chim 88.4% tng doanh thu ton ngnh du lch. Ni bt ln trong ngnh cng nghip khng khi ti TPHCM l Tng Cng Ty Du Lch Si Gn (Saigontourist) - cng ty du lch hng u ca Vit Nam. Phng chm Tha mn mi yu cu ca khch hng bng cht lng phc v v nhng gii php sng to nh hng cho s i ln khng ngng ca hot ng kinh doanh dch v du lch ca cng ty, trong c dch v khch sn. Tnh n cui nm 2005, Tng Cng ty Du lch Si Gn (Saigontourist) qun l 56 khch sn v 13 khu ngh mt (resorts) xuyn sut t Bc vo Nam, trong tp trung nhiu nht l 30 khch sn t chun quc t ang hot ng ti TPHCM. Chnh sch M Ca hi nhp ca Nh nc mang li nhng thun li v ngun khch cho cng ty, nhng bn cnh th Saigontourist phi i mt vi s cnh tranh ngy cng gy gt ca th trng, v trong iu kin ny s hi lng ca khch hng lun l mi quan tm hng u cho s tn ti v pht trin. p ng nhu cu ngy cng cao ca du khch quc t trong dch v khch sn, bn cnh nhng nng cp v ni tht v tin nghi th thng qua Phiu gp , i ng qun l cc khch sn s gii quyt ngay nhng thc mc, than phin
lm hi lng khch. Trn thc t, phng php ny c th nh gi c s tha mn ca tng khch hng v nhanh chng tip thu kin ng gp ca h. Tuy nhin s dng Phiu gp th khng th thng k v nh gi mc hi lng ca khch hng v cht lng dch v ca h thng khch sn mt cch h thng v ton din, do , s khng c c s so snh cht lng dch v ca mnh vi nhng i th cnh tranh, v cng kh nhn nh c s quan tm ca khch hng v nhng tiu ch trong cht lng dch v ra sao. Vic tm ra cc yu t hn ch ca khch sn nhng c tc ng vo s tha mn ca khch hng, t ra nhng gii php mang tnh chin lc nh ng vo nhng yu t l cn thit ci tin cht lng dch v ng thi nng cao li th cnh tranh ca Cng ty, l l do ti chnNH GI ti
CHT LNG DCH V H THNG KHCH SN T 3 5 SAO CA SAIGONTOURIST TRN A BN TPHCM nghin cu.
MC TIU CA TI:
ti c nghin cu vi cc mc tiu: Phn tch cht lng dch v ca chui khch sn quc t t 3 5 sao trc thuc Saigontourist. Xy dng thang o nh gi cht lng dch v cho h thng khch sn t 3 5 sao thuc Saigontourist. Kin ngh cc gii php cho nhng vn v cht lng dch v nu trn 3 nhm khch sn (t 3 5 sao) nhm nng cao s tha mn v hi lng ca khch hng.
PHM VI V GII HN NGHIN CU:

Vit Nam v ang tin dn m rng quan h ngoi giao trn cc mt ca i sng kinh t x hi. Trn con ng Ton cu ha, khi vn cch bit v a l khng cn l yu t quan trng th du lch tr nn ph bin hn. M t khc, TPHCM c Lin Hip Quc nh gi l mt trong 10 th ln nht th gii v cng l ni c nhiu tim nng du lch, do TPHCM lun gi v tr u tu trong vic thu ht du khch quc t ca c nc. V vy, ti xc nh:
Gii hn v phm vi: cc khch sn quc t t 3 5 sao trc thuc Saigontourist trn a bn TPHCM.
i tng nghin cu: khch du lch quc t thuc Chu Au, Chu , Chu Uc v Chu M n TPHCM vi mc ch ch yu l Du lch thun ty, lm vic, hi hp kt hp du lch (MICE)
PHNG PHP NGHIN CU:

Nghin cu c thc hin thng qua 2 giai on: Nghin cu s bo : s dng phng php nh tnh. Tho lun nhm iu chnh, b sung m hnh thang o cht lng dch v dnh cho khch sn. Nghin cu chnh thc: s dng phng php nh lng. ti nghin cu trn kch thc mun=223, iu tra trc tip t du khch quc t ti 15 khch sn t 3 5 sao TPHCM nhm kim nh m hnh thang o v xc nh yu t quan trng tc ng n s tha mn cht lng dch v.
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 v phn tch tng quan, hi qui.
NGHA THC TIN CA TI:

Nghin cu c thc hin nhm xc nh thang o ph hp cho vic nh gi mc tha mn ca khch hng i vi cht lng dch v khch sn. Kt qu nghin cu l c s khoa hc Ban lnh o Saigontourist c chin lc nng cao cht lng dch v trong chui khch sn quc t, ng thi c th s dng thang o kim nh lm c s pht trin phng thc nh gi cht lng dch v nh k khng ch trong lnh vc khch sn m c th m rng sang cc lnh vc dch v m Tng Cng ty Du lch Si Gn v ang hot ng.
CU TRC NGHIN CU:

Ngoi Phn m u, kt lun v cc ph lc, lun vn gm 4 chng: Chng 1: C s l lun v cht lng dch v v s hi lng ca khch hng trong ngnh khch sn. Chng 2: Phn tch thc trng hot ng v cht lng dch v khch sn ca Saigontourist. Chng 3: Nghin cu cht lng dch v chui khch sn thuc Saigontourist trn a bn TPHCM. Chng 4: Gii php nng cao cht lng dch v khch sn thuc Saigontourist.
CHNG I:
C S L LUN V CHT LNG DCH
V V S HI LNG CA KHCH HNG TRONG NGNH KHCH SN.

KHCH SN C TRNG CA NGNH CNG NGHIP KHNG KHI:
Trong xu th hin nay, hot 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 iu thit yu y chnh l do ngun li nhun khng l ng gp trc tip v gin tip n 70% trong tng sn phm quc gia. S ng gp trc tip y kh r rng thng qua tng doanh thu ca ngnh dch v, nhng vn kh quan trng c cc quc gia nhn nhn mt cch su sc y l s ng gp gin tip ca ngnh dch v to ng lc cho cc ngnh cng nghip v nng nghip pht trin, v nh ngnh thng mi pht trin s ko theo cc ngnh sn xut hng tiu dng cng gia tng nng sut v ci tin cng ngh. Vy dch v l g? C kh nhiu khi nim khc nhau v dch v nhng tu trung li th dch v vn l hot ng trao i gia ngi nhn vin v khch hng, do y xin c s dng khi nim dch v ca ISO 9004:Dch v l kt qu mang li nh cc hot ng tng tc gia ngi cung cp v khch hng, cng nh nh cc hot ng ca ngi cung cp p ng nhu cu khch hngNh vy, sn . phm ca dch v tn ti di dng phi vt th, chnh l s cm nhn ca ngi s dng dch v, ca khch hng.
1.1
Du lch l mt trong nhng loi hnh dch v, l ngnh cng nghip khng khi m hot ng kinh doanh khng nhng to ngun thu kh tt cho ngn sch quc gia trc tip hoc gin tip thng qua vic pht trin cc ngnh ngh khc, m cn gp phn to mt thng hiu vn ha ring ca tng quc gia trn bn th gii. Trong nhng nm gn y, c bit l t khi thc hin Chnh sch i Mi, ng v Nh nc nhn thy hot ng du lch mang li nhng thnh tu ng ghi nhn v kinh t v c ngha v mt vn ha x hi. V vy, Nh nc xp ngnh du lch vo hng ng ca nhng ngnh kinh t mi n h n c h tr n g u t p h t tri n
(1 ).
Nu t 1995 1999 bnh qun Vit Nam
n 1.65 triu lt khch quc t, th n nm 2000 2004 l 2.52 triu lt khch quc t v nm 2005 con s ny t 3 triu, d kin trong nm 2006 s thu ht 3.8 triu lt khch quc t. (Bng 1.1) Theo Tng cc du lch, tnh n thi im nm 2005, ngnh du lch to cng n vic lm cho 7.1% tng s lao ng c nc (tng ng 700,000 lao ng), doanh thu ngnh ng gp trc tip 4% vo tng GDP Vit Nam nhng con s ny s l 11% nu bao gm s ng gp gin tip ca nhng ngnh kinh t khc nh: th cng m ngh, thng mi,... Vi tin pht trin mc 7.7% nm 2005, Vit Nam c Hi ng du lch th gii WTTC nh gi l mt trong 10 nc ng u th gii v tc tng trng du lch, d bo v tr ny vn s c gi vng trong 10 nm ti (Bng 1.2).
Ngun: Quyt nh ca Th Tng Chnh Ph v vic Ph duyt chin lc pht trin Du lch Vit Nam
2001 2010, s 97/2002/Q TTg, ti H Ni, ngy 22/07/2002.
Bng 1.1 : Tng lt khch quc t n Vit Nam v TPHCM t 1996 - 2005
Nm
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Vit Nam
1,607,155 1,725,637 1,520,128 1,781,754 2,104,100 2,330,050 2,630,000 2,500,000 3,000,000 3,500 ,0 00 3,800,000
TPHCM
925,000 921,000 884,000 975,000 1,100,000 1,226,400 1,433,000 1,302,000 1,580,000 2 ,0 00,000 2,300,000
T l
57.56% 53.37% 58.15% 54.72% 52.28% 52.63% 54.49% 52.08% 52.67% 57.14 % 60.53%
Ngun: Tng Cc Du Lch Vit Nam v S Du Lch TPHCM
Bng 1.2 : TOP TEN Quc gia ng u v tc tng trng du lch nm 2005
Quc gia
1 Montenegro 2 Trung Quc 3 An 4 Reunion 5 Croatia 6 Vit Nam 7 Sudan 8 Lo 9 Cng ha C zech 10 Guadeloupe
Ngun: Hi ng du lch th gii
T l tng trng (%)

9.9 9.2 8.6 8.3 7.8 7.7 7.7 7.6 7.5 7.2
Khch sn l loi hnh kinh doanh tn ti song song v khng th thiu ca ngnh du lch. Hot ng kinh doanh khch sn khng ch ng gp vo s pht trin ca ngnh du lch m nt kin trc ca khch sn cn gp phn vo s
ti to din mo ca th vi mt phong cch ring va c xa va hin i. C nhiu nh ngha v khch sn nh: Theo Hip Hi Khch Sn Nh Hng Quc T (IH-RA): Khch sn du lch l c s lu tr dnh tip khch, tr tm thi ni chung, c km theo cc hot ng kinh doanh n ung, di dng hon chnh hay n gin vi cc trang thit b v cc gi tr nhn vn ca mnh.(1). Theo Hip hi khch sn M (AHMA): Khch sn l mt t chc m vic kinh doanh cn bn ca n l cung cp cc phng tin lu tr cho cng chng, n c trang b cc dch v sau: dch v n ung, dch v phng, git i v cc trang thit b(2). Theo Tng Cc Du Lch Vit Nam: Khch sn l cng trnh kin trc c xy dng c lp, c quy m t 10 bung ng tr ln, m bo cht lng v c s vt cht, trang thit b, dch v cn thit phc v khch du lch(3). Nh vy, c kh nhiu nh ngha v khch sn, nhng tu trung li th khch sn vn l c s lu tr c nhng dch v km theo nhm m bo cho khch lu tr nhng tin nghi thit yu nht. Hot ng kinh doanh ca lnh vc khch sn nhn nhp nht l khu vc TPHCM , mt thnh ph tr hin i c nn kinh t pht trin nng ng nht Vit Nam vi GDP tng trng bnh qun trn 10% nm. Kh si ni v nhn nhp trong hot ng kinh doanh thng mi v du lch, bnh qun hng nm TPHCM
1 2
Ngun: trang in t www.ih-ra.com Ngun: Mary L Tanke (1990), Human Resources Management for the hospitality industry, Delmar. 3 Ngun: Lut du lch sa i b sung nm 2005.
thu ht khong 60% lt khch du lch quc t n Vit Nam (Bng 1.1). Song song vi vic u t nng cp c s h tng v thay i hnh thc ca kin trc th, TPHCM hin c 640 khch sn ang hot ng, trong 142 khch sn c xp hng t 1 5 sao theo tiu chun ca Tng Cc Du Lch Vit Nam. (Bng 1.3)
Bng 1.3 : C s lu tr ti TPHCM nm 2005
Hng khch sn
5 sao 4 sao 3 sao 2 sao 1 sao
S lng khch sn
8 7 20 59 48
S bung, phng
2.76 1.243 1.737 2.599 1.27
1 - 5 sao
t tiu chun ti thiu
142
498 640
9.609
8.282 17.891
Tng cng
Ngun: S Du Lch TPHCM
S tng trng ca cc khch sn gp phn cho b mt th ca trung tm Thnh ph (tng c v l Hn Ngc Vin ng) va hin i vi hnh nh ca Khch sn Caravelle, New World,.. va mang nt c knh ca vn ha Php nh Khch sn Majestic, Khch sn Continental, li va m bn sc dn tc vi hnh nh ca Khch sn Rex. Nm 2005, tuy Vit nam chu nh hng ca mt s thin tai v dch bnh, nhng doanh thu ngnh du lch khu vc TPHCM vn t 13.542 t ng, tng 27% so vi nm 2004(1), ring hot ng kinh doanh ca ngnh khch sn nh hng chim 88% tng doanh thu ton ngnh vi cng sut s dng phng bnh qun trn 75%. (Bng 1.4).
Ngun: Cc Thng K TPHCM
Bng 1.4 : Cng sut s dng phng bnh qun cc khch sn 3
5 sao ti TPHCM nm 2004 - 2005

Hng khch sn
2004 (%)
62 65 72
2005 (%)
72 76 79
S ngy lu tr bnh qun nm 2005 (ngy) 2.1 2.0 2.2
5 sao 4 sao 3 sao Bnh qun

Ngun: S Du Lch TPHCM
66.33
75.67
2.1
tn ti trong mt mi trng m tnh cnh tranh v cng gay gt nh hin nay, khi iu kin sng ca dn c ngy cng c nng cao, th khch hng tr nn kh tnh hn trong vic la chn khng ch l sn phm hng ha m cn c v dch v ca nh sn xut. Th trng Vit Nam ngy nay hin tng cp, pht hng ha ca qu kh khng cn hin hu, thay vo l hnh nh ca mt th trng nng ng vi a chng loi hng ha c sn xut trong v ngoi nc. S xm nhp ca nhng i gia kinh doanh hng ha v dch v trn th gii chuyn ha nhn thc v vn ha kinh doanh ca nhng nh sn xut, kinh doanh trong nc. Ngi tiu dng ngy cng thc c vai tr quan trng ca mnh cho s tn ti ca mt t chc kinh doanh, do , s hi lng ca khch hng tr thnh mi quan tm hng u trong cc chin lc cnh tranh ca cc n v, cng ty. Chnh v vy, bn cnh nhng chin lc to sn phm mi, ci tin cng ngh,.. th nh kinh doanh ngy nay cn phi quan tm rt nhiu n vic qun l v hon thin cht lng dch v tin cho s pht trin vng chc ca cng ty. Mi trng kinh doanh khch sn, ni c cc nh qun l khch sn nhn nh l i mt v gii quyt nhng mi quan h gia ngi
v ngi (1) th s hi lng ca khch hng tr thnh mi quan tm hng u v duy nht trong cc chin lc cnh tranh hay m rng th phn. Hng lot cc tp on khch sn ln trn th gii nh Westin, J.W Marriott, Hilton, Sheraton,.. b ra nhng khon chi ph cc ln xy dng mt hnh nh ring, to cho khch hng mt cm gic lun l thng khch vi s hi lng tuyt i h ang tin n mt tiu chun cht lng dch v ng b v hon ho.
1.2
KHI NIM V CHT LNG DCH V THANG O
SERVQUAL:
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 trn th gii. Khi ngnh dch v bt u c ch trng trong nn kinh t do ngun li nhun mang n, th cht lng dch v c u t nghin cu. Hin nay
Ngun: Eddystone C Nebel III, Managing hotels effectively, Lessons from outstanding General Managers,
New York, 1991.
tuy vn cha c s thng nht gia cc nh nghin cu v khi nim cht lng dch v, nhng a s quan im nhn nhn rng gia cht lng dch v v s hi lng ca khch hng l c s lin h (Cronin & Taylor, 1992) v cht lng dch v l thc o v s ph hp ca dch v ang c cung cp vi dch v k vng ca khch hng (Lewis & Booms, 1982). Khc vi nhng sn phm vt cht hu hnh khi cht lng ca chng c quy nh mt cch r rng bng nhng tiu chun v hnh dng, mu sc, cht liu,.. th cht lng dch v li tru tng hn cht lng dch v xy ra trong qu trnh chuyn giao hm lng lao ng tng tc gia khch hng v nhn vin (Caruana & P.H ,1997). C th nhn thy s chuyn giao ny c tnh cht khng ng nht to ra sn phm dch v sn phm v hnh. Tnh khng ng nht y khng ch bt ngun s khc nhau v tnh cht tm l, trnh ca tng nhn vin, m cn do s nh gi cm tnh ring bit ca tng khch hng. V tnh cht v hnh ca sn phm dch v m nh kinh doanh cng rt kh hiu c cm nhn ca khch hng i vi cht lng dch v ca mnh nh th no. Bn cnh , yu t thi gian dng nh to iu kin thun li cho vic sn xut tiu th sn phm hu hnh thng qua cc hnh thc lu kho, trng by sn phm,.. nhng li gn nh hon ton t l nghch vi cht lng dch v. i vi ngnh du lch ni chung v kinh doanh khch sn ni ring, 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 c. Hot ng kinh doanh theo ma l mt trong nhng c th ca ngnh khch sn. Gn nh l mt quy lut, vo nhng ma ng khch trong nm ma cao im, nhu cu v cht lng dch v c quan h nghch (Kurtz & Clow, 1998), ngha l khi nhu cu tng cao th cht
lng dch v c th b gim st. Vi mi quan h nghch ny lm mt thng bng trong cung ng dch v v s mong i ca khch hng. (Hnh 1.1).
Hnh 1.1 : Mi quan h cn bng gia cht lng dch v v nhu cu
khch hng
Nhu cu
Cht l ng dch v
Dc h v c ung c p
S m o n g i c a kh a c h h n g
S cn bng gia cht lng dch v v nhu cu khch hng cng chnh l k vng ca khch hng mi quan tm ca cc nh qun l. Tuy s phn hng cc khch sn t 1 5 sao th hin nhng khc bit v tiu chun cht lng dch v v tin nghi vt cht (Ph lc 1, trang i), nhng khch hng cm nhn ra sao v hnh nh ca khch sn, v cung cch phc v ca nhn vin, nhng im c trng trong vn ha n, ca khch du lch n t nhng quc gia khc nhau... lun l cu hi m cc nh qun l khch sn cn i tm li gii p cho chin lc tn ti v pht trin trong mi trng kinh doanh y ri ro v cnh tranh cao nh hin nay. C nhiu quan im cho rng s hi lng ca khch hng c th biu hin qua s tng trng v doanh thu hay cng sut phng bnh qun ca khch sn. V phng din kinh doanh, phng php ny kh tt nh gi s pht trin ca khch sn. Tuy nhin, vi nhng c th
LNG CHUI KHCH SN THUC SAIGONTOURIST TRN
A BN TPHCM
ca ngnh khch sn m hot ng kinh doanh chu nh hng trc tip ca thi tit, vn chnh tr, vn ha, ma cao im hay thp im,.. v vy nu ch nhn vo kt qu kinh doanh nh gi s hi lng ca khch hng, nh qun l khng th c ci nhn v 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 c xu hng thay i trong nhu cu ca khch hng. Parasuraman & ctg (1985) l nhng ngi i tin phong trong nghin cu cht lng dch v c th v chi tit. 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 nhng 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). 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. (Hnh 1.2).
Hnh 1.2 : Khong cch cht lng dch v
Thng tin truyn ming
Nhu cu c nhn
Kinh nghim qu kh
Thng tin bn ngoi
Dch v k vng
Khong cch cht lng dch v
Nhn thc v cht lng dch v
Dch v cm nhn
A BN TPHCM
M hnh 5 khong cch c xy dng nh v cc nguyn nhn nh hng n cht lng dch v (Hnh 1.3), trong :
Hnh 1.3 : M hnh 5 khong cch cht lng dch v
KHCH HNG
T CHC DCH V
T chc hiu c kvng ca khch hng
Dch v k vng
KHONG CCH 1 KHONG CCH 2 KHONG CCH 5
Nhng tiu chun cht lng ca t chc
KHONG CCH 3
Dch v cm nhn
KHONG CCH 4
Cht lng thc t ca t chc
Thng tin ca t chc n khch hng
Khong cch 1: c xem l s cch bit ca thng tin th trng. Khong cch ny xut hin khi cng ty nhn nh v k vng ca khch hng cha ng vi thc t. Khong cch 2: l s cch bit trong cc tiu ch cht lng dch v v k vng ca khch hng. Khong cch ny xut hin khi cng ty 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. Khong cch 3: chnh l s khc bit gia 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 khi dch v cung cp
cho khch hng khng ng hoc cha ng vi tiu chun cht lng dch v m cng ty xy dng. Khong cch 4: biu hin cho s khc bit v thng tin v thc t v dch v cung cp. Cc phng tin truyn thng c tc ng khng nh n k vng v cm nhn ca khch hng. Khong cch ny xut hin khi c s so snh cht lng m khch hng cm nhn c vi thng tin dch v c truyn ti n h. Khong cch 5: y chnh l khong cch cht lng dch vu ca cng ty. Parasuraman v cc nh nghin cu cho rng ti thi im m khong cch 5 bng 0 th cht lng dch v l hon ho. Cht lng dch v thng c khch hng nh gi bng cm nhn ca mnh thng qua cng thc:
nj
Pij - Eij SQj =

j=1
nj
Trong : SQj Cht lng dch v ca cc tiu ch nh gi. Eij K vng ca khch hng v dch v. Pij Dch v m khch hng cm nhn thc t. nj S lng tiu ch nh gi Theo m hnh 1.3, khong cch 5 chnh l cht lng dch v trong cng ty v khong cch ny ph thuc vo s bin thin ca cc khong cch 1 - 4. Ci tin cht lng dch v l ti thiu ha khong cch 5, iu ny ng ngha vi
A BN TPHCM
vic ti thiu ha cc khong cch cn li. Cht lng dch v trong cng ty c xc nh bng hm s:
Khong cch 5 = f(khong cch 1, khong cch 2, khong cch 3, khong cch 4)
khch hng nh gi cht lng dch v, Parasuraman et al (1988) xy dng thang o SERVQUAL gm 5 thnh phn o lng cht lng dch v c th: 1. Phng tin vt cht hu hnh Tangibles: bao gm cc phng tin, tin nghi vt cht hu hnh. 2. tin cy Reliability: Kh nng thc thi dch v ng theo hp ng, li ha. 3. Kh nng p ng Responsiveness: Lng nhit thnh gip khch hng, cng nh dch v nhanh chng. 4. S m bo Assurance: Nng lc ca nhn vin, thi lch s, to s tin tng cho khch hng. 5. S ng cm Empathy: S chm sc, quan tm n c nhn ca khch hng cung cp dch v ph hp. 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. Tng cng trong nghin cu ca ng c 21 bin quan st (trang 37, chng III) thuc 5 thnh phn nghin
cu nu trn. Tuy nhin, 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. M hnh SERVQUAL 5 thnh phn ca Parasuraman vi nhng tnh nng u vit v n gin trong ng dng tr nn ph bin v c ng dng rng ri trong cc ngnh dch v. y cng l cng c khng th thiu trong ngnh nghin cu th trng. Nhng nghin cu v dch v bn l v xe (Carman, 1990), dch v khch sn (Saleh & Ryan, 1992), dch v du lch (Fick & Ritchie), nh gi cht lng gio dc (Ford et al, 1993; Mc Elwee & Redman, 1993), dch v hng khng (Frost & Kumar, 2000) v nh gi cht lng nng lc ca cp chnh quyn nh nc (Brysland & Curry, 2001; Wisniewski 2001) m ra mt cnh ca mi cho cc ngnh dch v xy dng tiu chun cht lng ph hp hng n s hi lng ca khch hng.
1.3
MI QUAN H GIA S THA MN NHU CU V
CHT LNG DCH V TRONG NGNH KHCH SN:

S tha mn nhu cu ca khch hng lun l s quan tm ca cc nh kinh doanh v cc nh nghin cu kinh t vi m, c bit trong lnh vc Marketing v cc ngnh dch v. Kh nhiu l thuyt c nghin cu v ng dng, ni ting nh Thuyt Hnh vi ngi tiu dng ca Simon, l thuyt Marketing hn hp (4Ps - Products, Place, Promotion, Price) ca Mc Carthy u hng vo vn ny. S tha mn ca khch hng c gii thch nh l phn ng mang tnh cm xc ca khch hng v mt sn phm hay dch v da trn nhng kinh nghim c nhn (Bachelet, 1995; Oliver, 1997). Philip Kotler, nh nghin cu bc thy v M arketing cho rng tha mn l mc trng thi cm gic ca mt S
A BN TPHCM
ngi bt ngun t vic so snh kt qu thu c t sn phm hay dch v vi nhng k vng ca ngi Philip Kotler, 2001) v ng cng cho rng nhng k ( vng ca khch hng c hnh thnh trn c s nhng kinh nghim trc kia, hay kin thu thp t bn b/ ngi thn, hoc thng tin n t nh sn xut kinh doanh, v cng chnh t i th cnh tranh. i khi s k vng cng xut pht t s tng hp t nhng ngun thng tin ny. Mt s quan im cho rng cht lng dch v v s tha mn nhu cu ca khch hng l ng nht. Nhng cng kh nhiu nghin cu cho thy c s phn nh gia 2 khi nim ny. 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 nghim 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). Mt nghin cu v o lng cht lng vui chi gii tr ngoi tri ti TPHCM (Nguyn nh Th v nhm Ging vin Trng i hc Kinh T TPHCM, 2003) 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 mi quan h gia 5 thnh phn cht lng ny vi s tha mn ca khch hng.(Hnh 1.4).
Hnh 1.4 : M hnh mi quan h gia 5 thnh phn cht lng dch v v mc tha mn ca khch hng Kh nng p ng
Nng lc phc v - s m bo
tin cy
S THA MN
S ng cm
Phng tin vt cht hu hnh
Cc gi thuyt a ra c chia thnh 2 nhm: Nhm 1: 10 gi thuyt v mi quan h dng gia cc thnh phn cht
lng dch v
Nhm 2: 5 gi thuyt v mi quan h dng gia cc thnh phn cht
lng dch v vi mc tha mn ca khch hng. Kt qu kim nh m hnh gi thuyt ny chng minh cho mi quan h gia 5 thnh phn cht lng v s tha mn l hin hu. Nh nu trn, khch sn l mt loi hnh kinh doanh tiu biu thun v dch v nn mi khch hng c xem nh Thng . Trong xu th ton cu ha hin nay, khi du lch l mt nhu cu ph bin ca tin trnh ny th cht lng
dch v ca ngnh khch sn l khng th thiu p ng cho nhu cu ngy cng cao ca du khch quc t. Vi nhng c tnh ring, ngnh khch sn c nhn nhn l loi hnh kinh doanh a vn ha. Nu nh nhng ngnh kinh doanh thng mi thng nhm n s hi lng ca mt phn khc th trng m ni c tnh ca khch hng l tng t nhau, th ngnh khch sn cng c nhng phn khc th trng ring nhng c tnh vn ha ca khch hng quc t l khc nhau tng khu vc trn th gii. Chnh v vy, vic linh hot v uyn chuyn i din vi tng nn vn ha khc nhau lm hi lng nhng thng l iu khng d. Khng phi ngu nhin m cc tp on khch sn ni ting trn th gii nh J.W. Marriott, Hilton, Westin,.. lun xy dng cho mnh mt phong cch phc v c trng, mt ni tht ring bit, m thc t h ang xy dng cho mnh mt tiu chun cht lng dch v hng n s tin nghi, thoi mi v lm hi lng ca khch hng vi tiu ch Nh ang trong chnh ngi nh ca mnh - Home away from home hay theo vn ha kinh doanh ca ngi Vit Nam chnh l Vui lng khch n, va lng khch i. Tm li, hon thin v nng cao cht lng dch v trong ngnh dch v ni chung v khch sn ni ring l khng th thiu trong mi t chc, cng ty tn ti v pht trin bn vng trong mi trng kinh doanh hin nay. Vic tm hiu v cht lng dch v ca khch sn thng qua kin ca khch hng l tin xy dng chin lc pht trin kinh doanh di hn trong tng lai vn m tt c nhng tp on kinh doanh dch v khch sn u quan tm.
CHNG II:
PHN TCH THC TRNG HOT NG
V CHT LNG DCH V KHCH SN CA SAIGONTOURIST
1.4
TNG QUAN V QU TRNH HNH THNH V PHT
TRIN CA SAIGONTOURIST:
Chin thng ma xun nm 1975 m ra mt chng ng mi cho cng cuc phc hi v xy dng t nc Vit Nam thnh mt nc c lp v thng nht Nc Cng ha X hi Ch ngha Vit Nam. Tip bc chin cng rc r , song song vi vic xy dng nh nc, cc chnh sch phc hi v pht trin kinh t trn ton t nc, c bit l khu vc min Nam bt u c trin khai. Si Gn c i tn thnh Thnh Ph H Ch Minh, trung tm kinh t nng ng v nhn nhp nht Vit Nam cng ha vo nhp p chung ca t nc. Tng c v l Hn Ngc Vin ng, TPHCM c nhng c im thun li v v tr a l vi vai tr l u mi giao thng quan trng trong quan h trong v ngoi nc. Tri qua bao thng trm ca lch s TPHCM mang dng dp ca mt th va c knh vi kin trc Php va hin i theo nhp pht trin ca t nc, v lun ng vai tr l trung tm kinh t thng mi, vn ha v khoa hc k thut ca t nc. Cng ty Du lch v Cung ng Tu bin (tin thn ca Tng Cng ty Du lch Si Gn) l mt trong nhng n v du lch nh nc c thnh lp trong nhng
ngy u tin sau s kin quan trng ca lch s Vit Nam. Trong nhng ngy u i vo hot ng, vi 236 cn b cng nhn vin, Saigontourist m nhim 2 chc nng chnh:
Tip nhn v qun l nhng khch sn ni ting ca Saigon trc kia
nh Continental, Rex, Majestic, Grand,..
Kinh doanh du lch v cung ng tu bin.
Sau mt nm i vo hot ng, Cng ty c tch ra thnh 2 n v hot ng c lp: Cng ty Du Lch Thnh ph H Ch Minh tn giao dch l Saigontourist v Cng ty Cung ng Tu bin. Bt u t giai on ny t nn mng xy dng cho s pht trin ca Saigontourist vi hot ng kinh doanh du lch l hnh v khch sn khng ch th trng ni a m cn vn ra th trng nc ngoi: Nm 1979, Saigontourist c trc tip k kt phc v nhu cu du lch v lu tr cho khch quc t. Trong 10 nm tip theo, t 1985 1995, vi chnh sch i Mi ca ng v Nh nc, Vit Nam m ca v hi nhp vi cc nc trong khu vc v trn th gii. S chuyn i trong ng li chnh tr m rng thm con ng pht trin mng li du lch m Saigontourist dy cng xy dng. Hot ng kinh doanh ca cng ty trong giai on ny c nh du l nm Xy dng chin lc v pht trin kinh doanh. Saigontourist m rng quan h hp tc vi 168 hng l hnh 19 quc gia v cc t chc du lch quc t nh PATA, ASTA, JATA, USTOA,.. ng thi k kt nhiu hp ng lin doanh vi nc ngoi v t chc tuyn du lch sang cc nc ng Nam u tin. Song song vi s m rng
phm vi hot ng ca du lch l hnh, hng lot khch sn ca cng ty ti khu trung tm TPHCM ln lt c sa cha v nng cp t tiu chun quc t t 3 4 sao nh Majestic, Grand, Kim , Rex,.. nhanh chng a vo phc v khch quc t. Hot ng qung b v tip th du lch ca cng ty c y mnh trong v ngoi nc. Thnh qu ca s pht trin trong 10 nm nng tng s lt khch quc t ln gp 20 ln so vi trc , v tng doanh thu t 1.073 t ng. (Ph lc 2, trang x) Trong 10 nm tr li y (t 1996 nay), cng ty hot ng theo nh hng On nh v m rng pht trin v Pht trin theo xu th hi nhp. L hi 300 nm Si Gn nm 2000 mang n c hi cho cc t chc du lch trn a bn TPHCM trong hot ng qung b ca mnh trong c chng trnh khuyn mi Saigontourist An tng mi ca Cng ty Du lch Si Gn c nh gi l kh thnh cng. Ngy 30/03/1999, Tng Cng ty Du lch Si Gn vi tn giao dch l Saigontourist, chnh thc c thnh lp theo quyt nh s 1833/Q-UB-KT ca Uy Ban Nhn Dn TPHCM vi hot ng chnh l kinh doanh khch sn, nh hng, khu du lch, l hnh,..cng cc hot ng khc lin quan n du lch. Ch sau mt nm hot ng vi nhng thnh cng ni bt trong vai tr l Tng Cng ty, Th tng Phan Vn Khi xp Saigontourist vo loi doanh nghip c bit. Trong giai on ny, hot ng kinh t ca c nc ni chung v Tng Cng ty Du Lch Si Gn ni ring gp kh nhiu kh khn do nh hng ca cuc khng hong ti chnh t Thi Lan, thin tai v dch bnh,... Tng Cng
ty Du lch Si Gn c nhng chin lc tng cng qung b, khuyn mi thu ht khch du lch quc t, ng thi thc y pht trin du lch ni a bng nhng tour du lch trong nc cng nh m rng lin kt thit k nhng tour du lch ra nc ngoi. Cng trong thi k ny, Saigontourist lin kt vi cc tp on khch sn ni ting trn th gii xy dng v qun l cc khch sn v khu du lch t chun 5 sao, trong c 3 khch sn 5 sao ti TPHCM (Khch sn New World SaiGon, Khch sn Caravelle, v Khch sn Sheraton Saigon). Bn cnh , Saigontourist cng m nhn vai tr t chc nhng s kin c bit ca TPHCM nh l hi Tt c truyn nm 2003, 2004, 2005, Gala Dinner Si Gn Ngy ti 30 cho mng 30 nm gii phng min Nam, tham gia tranh ti bng k lc Guinness th gii vi cp bnh tt khng l. Saigontourist 30 nm chng ng xy dng v pht trin khng nh thng hiu ca mnh v tr thnh doanh nghip kinh doanh dch v du lch v khch sn hng u ca Vit Nam. Ngy nay, Saigontourist t tin trong vai tr i tc ca hn 200 n v kinh doanh du lch ca hn 30 quc gia v l thnh vin ca cc t chc, hip hi du lch khu vc v th gii. Vi phm vi hot ng ngy cng m rng trn c nc, v vn ra quc t, Saigontourist khng ch gi gn lnh vc du lch l hnh v khch sn m cn tham gia vo cc lnh vc hng khng, o to ngnh ngh du lch, bt ng sn ... hin nay c cu t chc ca Tng Cng ty c hn 5000 cn b cng nhn vin qua o to v hun luyn nghip v(Ph lc 2, trang xi), hng v phng chm
Cht lng dch v lun c quan tm hng u bng s pht trin v nng cao nng lc ca nhn vin. Quan tm n cht lng phc v v gi c hp l vi phng chm hot ng Tha mn mi yu cu ca khch hng bng cht lng phc v v nhng gii php sng to to tng trng lin tc cho Saigontourist. Sn phm du lch ca Tng Cng ty ngy cng a dng hn trong thit k tour du lch l hnh v c nhng hnh thc chiu th trong lnh vc khch sn. Khch hng ca Saigontourist khng ch l nhng khch du lch thun ty, m cn l nhng thng nhn n cng tc ti Vit Nam, hay nhn vin ca cc cng ty n TPHCM tham d hi tho v kt hp vi du lch (MICE), hay cc cng ty s dng dch v ca khch sn cho cc s kin quan trng,... Saigontourist v vy c dch v kh a dng phc v cho nhiu nhu cu th trng khch du lch khc nhau. T sau nm 1995 n nay, t l khch quc t bnh qun l 50% tng lt khch du lch ca Cng ty trn c 2 lnh vc l hnh v khch sn, v n nm 2005, Saigontourist chim gn 40% th phn khch quc t ti TPHCM(1). Vi nhng chin lc a dng ha hot ng v tin ti hon thin cht lng dch v ph hp vi thc tin, tin trnh pht trin ca Saigontourist l s tng trng lin tc. T 1995 2005, Saigontourist tng trng bnh qun 27% (2), to ngun thu khng nh cho ngn sch TPHCM.
1 2
Ngun: Tc gi t tng hp s liu t S du lch TPHCM v Saigontourist v s lt khch du lch quc t. Ngun: S liu t Saigontourist v tng doanh thu.
Vi kt qu tng trng tt, cht lng dch v thuc vo hng u ca Vit Nam, Saigontourist lun l n v c vinh d n tip nhiu chnh khch ni ting th gii. Song song , n v cng nhn c nhiu gii thng v bng khen ca Th Tng Chnh Ph, Tng Cc Du lch, UBND,.. v cc gii thng ca cc t chc du lch khch sn trong v ngoi nc.
1.5
CHT LNG DCH V CC KHCH SN T 3 5
SAO CA SAIGONTOURIST
Pht trin cng vi thng hiu Saigontourist, h thng 56 khch sn v 13 khu du lch resorts ca Tng Cng ty lun i u trong cc hot ng du lch ca Vit Nam. H thng khch sn quc t t 3 5 sao trc thuc Saigontourist tp trung nhiu nht khu vc trung tm TPHCM vi 19 khch sn bao gm gn 3000 phng (Bng 2.1) c trang b y tin nghi theo tiu chun ca Tng Cc Du Lch (ph lc 1, trang i).
Bng 2.1 : Khch sn 3 -5 sao ca Saigontourist khu vc trung tm TPHCM
Ngun: Tng Cng ty Du Lch Si
A BN TPHCM
Khch sn
3-sao 4-sao 5-sao 12 4 3 19
S phng
1,067 612 1,255 2,934
Tng
Cng phng chm ca cng ty hng v hon thin cht lng dch v, cng sut s dng phng bnh qun ca 19 khch sn nu trn bnh qun l 75%, ma cao im ln n 95%. Tuy chu nh hng t nhng nguyn nhn khch quan ca nhng nm 1997 (cuc khng hong ti chnh), 2003 (dch bnh SARs), nhng cng sut phng bnh qun ca giai on ny vn khong 45% - 50%. H thng khch sn ca Saigontourist lun i u trong cc hot ng du lch ti TPHCM ni ring v Vit Nam ni chung. Thnh tu ca s pht trin v khng ngng nng cao cht lng ca h thng khch sn c cc khch quc t ngi s dng dch v ca khch sn nh gi v bnh chn danh hiu Khch sn tt nht Vit Nam dnh cho doanh nhn nh Khch sn Caravelle, Sheraton Saigon ; Khch sn tt nht Vit Nam nh Khch sn New World Saigon; Mi khch sn quc t hng u ca Tng Cc Du Lch Vit Nam nh Khch sn Majestic, Nht, c bit khch sn Rex gi vng v tr u bng ca danh sch ny trong nhiu nm lin,.. p ng nhu cu ngy cng a dng v cc i hi cht lng dch v ngy cng cao trong ngnh khch sn ca khch hng, c bit l khch quc t, song song vi vic nng cp trang thit b v ti to nhng cng trnh kin trc c trng, Saigontourist cn ch trng n vic nng cao trnh nghip v ca i ng nhn vin thuc ngnh. Cng tc hun luyn c t chc thng xuyn nhn vin nhn thc v nhng tiu chun quc t trong ngnh khch sn, cng nhng bui giao lu chia s kinh nghim vi cc ng nghip quc t to c hi
cho i ng nhn vin tip thm kin thc v ng dng sng to, linh hot hng n ci chung tinh thn Saigontourist chnh l lm hi lng khch hng. nng cao cht lng dch v hng ti s tha mn ca khch hng, h thng khch sn s dng nhiu hnh thc thu thp thng tin t khch hng. Phiu gp l mt trong nhng phng thc ny. Thng qua Phiu gp c t nhng khu vc cng cng v ti phng ng, khch hng c th by t nhng thc mc, than phin v nhng dch v cha tt hay tin nghi m khch sn cha p ng ng k vng ca h. Bng hnh thc ny, Ban lnh o cc khch sn c th trc tip gii quyt tng vn c th mt cch nhanh chng. Song song , hnh thc tip cn vi khch hng qua cc cuc tip xc trc tip ca cc Qun l khch sn v i ng trong b phn kinh doanh cng thu thp c nhng kin c nhn v cht lng phc v v s hi lng ca h cho tng khch sn. u im ca nhng hnh thc ny l chi ph thp, v khch sn c th khc phc ngay c nhng thiu st trong dch v. Tuy nhin, hnh thc ny cng c mt s hn ch nht nh nh sau: M t s khch hng s ng gp kin, c bit khi h gp rc ri trong thi gian lu tr, nhng a s khch hng s khng tham gia. Ban lnh o s khng c ci nhn ton din v cht lng ca h thng khch sn cng nh nhng k vng ca khch hng v cht lng dch v do ch gii quyt nhng trng hp ng gp kin n l.
Khng c bng chng thc t v mc cht lng dch v ca khch sn, nn s kh khn trong vic xy dng chin lc nng cp cht lng dch v xu hng c u tin s 1 cho s hi lng hin nay. Do , vic nh gi ton din cht lng dch v ca h thng khch sn thuc Saigontourist l rt cn thit nhn nh c nhng im khuyt trong vng trn cht lng hon ho ca mnh. Tin n vic o lng cht lng dch v m kt qu c trnh by Chng III s l c s Tng Cng ty Du lch Si Gn xy dng nh hng cho vic hon thin dch v ca chui khch sn quc t ti khu vc TPHCM.
CHNG III:
NGHIN CU NH GI CHT
LNG DCH V H THNG KHCH SN 3 5 SAO CA SAIGONTOURIST TI TPHCM
3.1
Gii thiu phng php nghin cu:
Nh trnh by Chng I, cht lng dch v ngy nay rt quan trng v c xem nh li th cnh tranh trong ngnh dch v. Nu vt cht hu hnh c th c to ra hng lot vi tiu chun cht lng nh nhau, th trong ngnh dch v cht lng rt kh xc nh do tnh cht cm tnh v v hnh. Thang o SERVQUAL ca Parasuraman sau nhiu kim nh c nh gi l kh n gin v ton din cho cht lng dch v. H thng khch sn Saigontourist n v kinh doanh c bnh bu kh nhiu gii thng trong c gii thng cht lng dch v chng minh cho vn ha kinh doanh ca mnh. Tin ti mt th trng ngy cng rng hn, nhu cu a dng v khch hng kh tnh hn, liu rng dch v hin ti c cn l hon ho, v nhng im no cn c ci thin? y l n s m cc nh qun l khch sn v ang tm hiu. Nghin cu s dng thang o SERVQUAL vi 5 thnh phn cht lng dch v, c thc hin vi mong mun gip h thng khch sn nhn din v cht lng dch v do chnh khch quc t v ang lu tr ti h thng khch sn, ng thi nghin cu ny cng l nn tng cho vic pht trin nhng nh gi v mc hi lng ca khch hng i vi cht lng ca nhng hot ng dch v khc ca Tng Cng ty Du Lch Si Gn.
3.2
Thit k nghin cu:
Nghin cu v cht lng dch v h thng khch sn quc t t 3 5 sao ca Saigontourist c thc hin thng qua 2 giai on: Nghin cu s bo: giai on ny chng ti s dng phng php nh tnh trong nghin cu. K thut tho lun nhm s dng phng php chuyn gia thit k thang o c cc tiu chnh nh gi ph hp vi dch v ca khch sn quc t. phn nghin cu ny, chng ti tin hnh thc hin qua 2 giai on: Phn 1: Nhm 2 ngi tho lun cc tiu ch nh gi thit k thang o cht lng dch v khch sn. Tho lun c thc hin vo ngy 06/05/2006 ti Vn phng Tng Cng ty Du lch Si Gn. Phn 2: Nhm tho lun gm hn 20 lnh o cc phng ban thuc 15 khch sn a vo nh gi cht lng dch v v Tng Cng ty. ln ny, chng ti tho lun li cc tiu ch nh gi, hnh thc, i tng nghin cu. Tho lun c tin hnh vo ngy 09/05/2006 ti Vn phng Tng Cng ty Du lch Si Gn. Nghin cu chnh thc: phn nghin cu ny, chng ti s dng phng php nh lng o lng cht lng dch v v s hi lng ca khch hng. Bng cu hi sau khi tho lun c iu chnh hon tt a vo iu tra chnh thc bt u t sau ngy 10/05/2006. (Ph lc 3, trang xii). K thut phng vn trc tip c tin hnh vi 223 khch quc t hin lu tr ti 15 khch sn t 3 5 sao trn a bn TPHCM (Bng 3.1)
Bng 3.1 : Nhm khch sn ca Saigontourist tin hnh nh gi cht lng Khch sn * Khch sn 3-sao: 1. Continental 2. Bng Sen I 3-sao 8 3. Kim 4. Qu Hng IV 5. Palace 6. Metropole 7. ng Khnh 8 . B t t - T h in H n g * Khch sn 4-sao:
4-sao 4
S lng kho st
136
1. Nht 2. Rex 3. Majestic 4. Grand * Khch sn 5-sao:
56
5-sao
1. New World Saigon 2. Caravelle 3. Sheraton Saigon
31
Tng
15
223
Nh vy, nghin cu nh gi cht lng ca h thng khch sn 3-5 sao ca Saigontourist c tin hnh thng qua tin trnh sau (Bng 3.2)
Bng 3.2 : Quy trnh nghin cu
Xc nh mc tiu nghin
Cc l thuyt: cht lng dch v (Parasuraman, SERVQUAL), khi nim khch sn, s tha mn nhu
S dng phng php Thang o c h u y n g ia th o lu n v iu ch n h cc tiu ch Thang o 1
Kho st v thu thp s
nh gi s b thang o bng h s Cronbach
Loi cc bin c h s Cronbach Anpha < .30
Phn tch nhn t khm ph EFA, kim tra phng
Loi bin c EFA nh, kim tra li phng sai
Xc nh m hnh thang o, khng nh h s Phn tch phng sai mt yu t, xc nh cht lng dch v ca 3 nhm khch sn (3-5 sao), yu t nh hng s hi lng
Kin ngh gii php hon thin.
A BN TPHCM
3.3
Xy dng v iu chnh thang o:
S dng thang o SERVQUAL vi 5 thnh phn cht lng dch v ca Parasuraman v tham kho mi lin h gia cht lng dch v v s tha mn ca khch hng c kim nh trong ti nghin cu o lng cht lng dch v vui chi gii tr ngoi tri ti TPHCM, chng ti xc lp nn m hnh nghin cu nh sau (Hnh 3.1):
Hnh 3.1: M hnh mi lin h gia cht lng dch v v s tha mn hi lng ca khch hng Kh nng p ng
Nng lc phc v - s m bo
tin cy
CHT LNG DCH V
S THA MN
S ng cm
Phng tin vt cht hu hnh
Da vo m hnh trn thit lp cc gi thuyt t H H5, s c kim nh 1 mi quan h v phn tch phn x l s liu, nh sau: H1: tin cy c mi quan h thun vi s hi lng ca khch hng. H2: Kh nng p ng c mi quan h thun vi s hi lng ca khch hng. H3: m bo c mi quan h thun vi s hi lng ca khch hng. H4: Mc ng cm c mi quan h thun vi s hi lng ca khch hng.
A BN TPHCM
H5: Phng tin hu hnh c mi quan h thun vi s hi lng ca khch hng. Theo nghin cu ca Parasuraman (1988) cho ra i thang o cht lng dch v vi 21 bin quan st thuc 5 nhm thnh phn nh sau: Nhm tin cy: vi 5 bin quan st 1. Khi cng ty XYZ tha thun thc hin iu g trong khong thi gian xc nh , th cng ty s lm ng. 2. Khi bn gp vn , cng ty XYZ th hin s quan tm chn thnh trong vic gii quyt. 3. Cng ty XYZ thc hin cng vic ng ngay t ln u. 4. Cng ty XYZ cung cp dch v ng thi im tha thun. 5. Cng ty XYZ thng bo khch hng thi gian hot ng ca cc dch v Nhm Mc p ng: gm 3 bin quan st 1. Nhn vin cng ty XYZ phc v bn nhanh chng. 2. Nhn vin cng ty XYZ lun th hin s sn sng phc v 3. Nhn vin cng ty XYZ khng bao gi b qu bn rn khng kp p ng yu cu ca bn Nhm S m bo: gm 4 bin quan st 1. Thi ca nhn vin cng ty XYZ lm bn tin tng. 2. Khi giao dch, bn cm thy an tm vi cng ty XYZ. 3. Nhn vin cng ty XYZ lun giao tip lch s vi bn. 4. Nhn vin cng ty XYZ kin thc tr li nhng thc mc ca bn.
Nhm S ng cm: gm 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 quan tm n c nhn bn 3. Cng ty XYZ th hin s ch c bit n nhng mi quan tm ca bn 4. Nhn vin cng ty XYZ hiu nhng nhu cu ring ca bn. Nhm Phng tin hu hnh: gm 5 bin quan st 1. Cng ty XYZ c trang thit b hin i. 2. C s vt cht ca cng ty XYZ trng li cun. 3. Nhn vin cng ty XYZ trang phc gn gng, lch s. 4. C s vt cht dnh cho dch v trng kh hp dn cng ty XYZ. 5. Cng ty XYZ c thi gian giao dch thun tin. Nhm tho lun v quyt nh dng thang o ny lm c s nghin cu s b vi phng php chuyn gia xc lp nhng tiu ch cht lng ring ca ngnh khch sn. Thang o cht lng dch v ca khch sn hay Phiu iu tra cht lng dch v sau nhng ln tho lun xc nh gm 5 thnh phn, vi 36 bin quan st (Ph lc 3, trang xii). Phiu iu tra s dng thang o Likert bc 5, vi 1 l hon ton khng ng ; 2 l khng ng ; 3 l trung lp; 4 l ng v 5 l hon ton ng . tin cy (Reliability): c o bng 5 bin quan st, k hiu trong bng cu hi t 1 5.
1 2
Khch sn cung cp loi phng v dch v theo ng theo hp ng t phng. Khi ng b gp vn rc ri hay c khiu ni, khch sn lun gip ng/ b gii quyt
A BN TPHCM
3 4 5
Nhn vin lun sn sng gip gii quyt nhanh v linh hat vn rc ri m ng b ang gp. Dch v ca khch sn c thc hin ng ngay t ln u Nhn vin thng bo r rng v chi tit v cc chi ph dch v lin quan nh i tin,..
S p ng (Responsiveness): c o bng 6 bin quan st, k hiu trong bng cu hi t s 6 11.
6 7 8 9 10 11
Nhn vin khch sn c hnh thc lch s vi phong cch chuyn nghip ng/b c phc v nhanh chng Khch sn thng bo chnh xc thi gian hot ng ca cc dch v trong khch sn Nhn vin khch sn c th giao tip bng ting Anh/ Nht/ Trung Quc/ Hn Quc Nhn vin khch sn giao tip thn thin Nhn vin lun sn sng phc v ng b.
m bo (Assurance): c o lng bng 5 bin quan st, k hiu trong bng cu hi t s 12 16.
12 13 14 15 16
Thi ca nhn vin lm ng/ b t tin Khng kh khch sn lm ng, b thy an tn Khu vc cng cng c m bo sch s v gn gng Nhn vin khch sn c hiu bit gip ng/ b v nhng thng tin a phng ng/ b lun lun c khch sn phc v lch s
S ng cm (Empathy): c o lng bng 5 bin quan st, k hiu trong bng cu hi t s 17 21.
17 18 19 20 21
Khch sn quan tm n ng/b Khi xp phng, khch sn quan tm n nhng s thch ring ca ng/ b Thi gian hot ng ca cc dch v ph hp nhu cu ca ng/ b Ba n sng c phc v nhiu dng theo kiu u, Nh hng quan tm n phong cch n ung ring ca ng, b
Cc phng tin hu hnh (Tangibles): c o lng bng 15 bin quan st, k hiu trong bng cu hi t s 22 36.
22 23 24 25 26 27 28 29 30 31 32 33 34 35 36
Khch sn c v tr tt (trung tm TP, gn sn bay, khung cnh p ) Tin snh rng ri v trang tr p Khch sn c khng gian xanh trong khu vc cng cng Khch sn trang b thit b hin i trong phng massage, karaoke, phng th dc, .. Khch sn c cc dch v tin ch khc nh i tin, dch v v my vn chuyn Khch sn c phng khng ht thuc Khch sn cung cp min ph tr v caf trong phng ng Phng ng thoi mi vi ni tht p Toilet thoi mi v c trang b thm nhng tin nghi Khch sn cung cp dch v lm phng hng ngy i phng ng c gi sch s v ngn np Nh hng c t v tr p trong khch sn Nh hng c khu vc khng ht thuc Nh hng sp xp v tr ngi theo yu cu ca ng/b Nh hng c thc n a dng Nh hng c nhng khng gian ring bit cho khch
Thang o mc tha mn ca khch hng (Customer Satisfaction): nh gi s hi lng ca khch hng v ang s dng dch v ca khch sn ti thi im kho st, 6 bin quan st c tho lun v a vo kho st vi k hiu trong bng cu hi t s 37 42.
37 38 39 40 41 42
Cho n thi im hin ti, ng/b vn hi lng vi cht lng dch v ca khch sn Cht lng dch v ca khch sn p ng c s mong i ca ng/b ng/b cho rng: s dng dch v ca khch sn ny lun lm ng/b hi lng Nhn chung, ng/b hi lng vi cht lng dch v ca khch sn ny Khch sn ny s l la chn u tin nu ng/b n TPHCM ln sau ng/ b s gii thiu ngi quen khch sn ny nu h n TPHCM
3.4
Thng tin mu nghin cu
Nghin cu c tin hnh phng vn trc tip trn 223 mu vi 3 ngoi ng Vit, Anh, Hoa. Mu c la chn theo phng php ngu nhin v 100% mu l khch du lch quc t n TPHCM, v lu tr ti 15 khch sn t 3 5 sao trc thuc Saigontourist ( nu phn Thit k nghin cu). Sau khi tin hnh iu tra, thu thp thng tin v x l s liu mu, v nhn khu hc c nhng thng tin sau: V gii tnh v tui: 5 nhm tui (t 16 tui tr ln) c s dng trong mu nghin cu vi kt qu nh sau (Bng 3.3):
Bng 3.3 : tui v gii tnh trong mu nghin cu
GII TNH NAM TUI 17 - 24 25 - 34 35 - 44 45 - 54 trn 54 TNG CNG 7 22 34 30 31 124 38.9% 61.1% 54.0% 53.6% 62.0% 55.6% 11 14 29 26 19 99 N 61.1% 38.9% 46.0% 46.4% 38.0% 44.4% TNG CNG S ngi 18 36 63 56 50 223 T l 8.1% 16.1% 28.3% 25.1% 22.4% 100.0%
nghin cu ny, tui t 16 tui tr ln c nhn trong i tng nghin cu. Nh vy, t l nam trong nhm mu ny chim 56%, cao hn n (44%). Hai nhm tui cao nht trong mu l t 35 44 tui (28.3%) v t 45 54 tui (25.1%), y cng l iu hp l v thc t 2 tui ny thuc giai on pht trin v n nh cng vic, ng thi ngun ti chnh cng tt hn nn h c
nhiu c hi v mc i du lch hn nhng nhm khc.Thp nht l t 16 24 tui (8.1%), nhm tui trong tui sinh vin hc sinh. V Quc tch: mu c chia thnh 5 nhm quc tch. Nhm khch c quc tch Chu n TPHCM cao nht chim 30% tng mu cho thy hiu qu ca nhng chnh sch thng thong trong quan h ngoi giao v hp tc gia cc nc trong khu vc. Nhm cao th 2 l khch du lch c quc tch Chu M (27.4%), bao gm c ngi Vit nh c ti cc nc Bc M. Chim t l thp nht trong nhm ny l 4% khch du lch quc t thuc cc quc gia ngoi 4 nhm quc tch (Bng 3.4):
Bng 3.4 : Quc tch trong mu nghin cu
Quc tch S ngi
Chu Chu u Chu M c v New Zealand Khc 67 33 61 53 9
T l
30.0% 14.8% 27.4% 23.8% 4.0%
V mc ch du lch: s dng 3 th trng khch hng du lch gm du lch thun ty (tham quan thng cnh, gii tr,..), i cng tc, cng vic, v du lch MICE (vi mc ch n TPHCM hi hp kt hp vi du lch v mua sm) th trng ang c xem l va tin li cho khch du lch li va mang li c hi kinh doanh cho cc n v dch v. Kt qu ca 223 mu nh sau (Bng 3.5)
Bng 3.5 : Nhm ngh nghip v mc ch n TPHCM
MC CH N TPHCM
Du lch thun ty Ch doanh nghip/ Qun l Nhn vin vn phng Ngh nghip chuyn mn Sinh vin, hc sinh Hu tr, ni tr Khc Tng cng 13 22 36 5 26 12 114 51.1%
Cng vic
MICE
Khc
19 11 32
6 1 3
2 5 2 3
1 7 70 31.4% 10 4.5%
9 8 29 13%
Kt qu ca bng 3.5 cho thy, khch du lch n TPHCM vi mc ch tham quan l ch yu (51%), thp nht l du lch MICE (4.5%). Nhu cu du lch MICE (hi hp, kt hp vi du lch v mua sm) ang c ngnh du lch ca khu vc ng Nam quan tm cao, nhng t l ny li thp TPHCM khu vc trung tm ca Vit Nam v kinh t v tim nng du lch. Kt qu ny gp phn phn nh thc t c s h tng hin nay ca TPHCM tht s cha p ng c nhu cu ny. V vy, th trng MICE khu vc ng Nam hin nay thnh vng nht vn l nhng quc gia c c s h tng tt nh Singapore, Thi Lan. y cng l im ng lu cho chin lc pht trin cc loi hnh du lch ca TPHCM trong nhng nm sp ti. V ngun thng tin la chn khch sn: thang o a ra 6 ngun thng tin ph bin hin nay: (Bng 3.6)
Bng 3.6 : Thng tin la chn khch sn
Kt qu cho thy hnh thc la chn khch sn thng qua Cng ty du lch v cc hng l hnh chim t l cao (37.7%) do mc ch khch quc t n TPHCM ch yu l du lch thun ty. Phng tin qung co ca Saigontourist dng nh cha pht huy hiu qu, iu ny c phn nh qua t l kh thp trong nghin cu ny.
3.5
nh gi s b thang o:
Nh trnh by phn xy dng v hiu chnh thang o, trong nghin cu ny thang o c 2 phn chnh: Cht lng dch v ca h thng khch sn Saigontourist: 5 thnh phn cht lng vi 36 bin quan st. S tha mn, hi lng ca khch hng: 6 bin quan st. Cc thang o c nh gi s b thng qua hai cng c chnh (1) h s tin cy Cronbach Anpha v (2) phng php phn tch nhn t khm ph EFA.
A BN TPHCM
THNG TIN LA CHN KHCH SN Gia nh, bn b 3 sao 4 sao 5 sao Tng cng 23.3% 37.7% 21.1% 3.6% 12.1% 2.2% 36 13 3 52 Cng ty du lch 49 24 11 84 Cng ty, ni cng tc 22 13 12 47 1 8 7 18 5 4 27 5 4 1 Brochures Internet Media
3.5.1 H s tin cy Cronbach Anpha: Theo tin trnh nghin cu, 5 thnh phn cht lng v thnh phn s hi lng ca khch hng c nh gi tin cy thng qua h s Cronbach Anpha loi cc bin c h s tng quan bin tng Item total correlation nh hn hoc bng .30 (bin rc) v ng thi, cc thnh phn cht lng c tin cy Anpha nh hn .60 cng s b loi v tiu chun chn cc tiu ch nh gi cho thang o s phi c tin cy Anpha ln hn .60 (Nunnally & Burnstein, 1994).
3.5.1.1
Nhm 1: Thnh phn cht lng dch v:
Kim tra h s tin cy ca 36 bin quan st, kt qu th hin nh sau (Bng 3.7). Thnh phn tin cy c h s Cronbach Anpha kh ln (.87). Trong thnh phn ny tng quan bin tng nh nht cng t 0.6 (Q1- Khch sn cung cp loi phng v dch v theo ng hp ng t phng). Do thnh phn tin cy iu kin s dng trong phn tch EFA tip theo. Kh nng p ng c h s Cronbach Anpha cao th hai trong 5 nhm bin nghin cu (.88) tng quan tng ca cc bin u ln hn .62 do , tt c cc bin trong nhm ny s c s dng trong phn tch EFA tip theo. H s Cronbach Anpha ca nhm S m bo t .84v cc thnh t trong nhm ny c tng quan bin tng ln hn .62 do ton b cc bin trong nhm ny u c th s dng trong phn tch EFA tip theo.
H s Cronbach Anpha ca nhm S ng cm t .82, tng quan bin tng thp nht cng t .58, do , cc bin trong nhm ny u c s dng trong phn tch EFA. Nhm Phng tin hu hnh c h s Cronbach Anpha cao nht (.923), tng quan tng ca cc bin u tng i cao, thp nht cng t .55. Vy, cc bin trong nhm ny c s dng trong phn tch EFA tip theo.
Bng 3.7 : Kt qu Cronbach Anpha cho 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 quan bin tng
Anpha nu loi bin
TIN CY
Q1 Q2 Q3 Q4 Q5 16.1749 16.3004 16.3453 16.4170 16.2691 7.9377 7.6616 7.2992 7.2532 7.4858 .5975 .7034 .7365 .7362 .6667 .8593 .8342 .8251 .8251 .8431
Alpha =
.8658
KH NNG P NG
Q6 Q7 Q8 Q9 Q10 Q11 20.6143 20.6592 20.7803 20.8251 20.5336 20.6009 11.3821 11.5860 11.3164 11.4152 11.3040 11.4211 .7009 .6915 .6942 .6167 .7642 .7250 .8637 .8653 .8648 .8790 .8539 .8600
Alpha =
S M BO
Q12 Q13 Q14 Q15 Q16
.8844
16.7444 16.5650 16.5561 16.7937 16.6054
7.4524 7.5712 7.4282 7.5879 7.3211
.6455 .6414 .6758 .6224 .6496
.8104 .8116 .8023 .8166 .8094
Alpha =
.8421
S NG CM
Q17 Q18 Q19 Q20 Q21 16.1211 16.2152 16.2108 16.1031 16.2287 7.4402 7.1607 7.2302 7.3091 7.5015 .5784 .6635 .6254 .5819 .6381 .7990 .7741 .7853 .7986 .7827
Alpha =
.8229
PHNG TIN HU HNH

Q22 Q23 Q24 Q25 Q26 Q27 Q28 Q29 Q30 Q31 Q32 Q33 Q34 Q35 Q36 55.9193 55.9327 56.0717 56.2422 55.8879 56.1704 56.1749 56.0000 55.9103 55.7803 55.9193 56.2152 56.2332 56.1704 56.1883 75.2908 73.9189 72.9948 70.9141 74.2351 72.1600 71.7125 72.7748 73.4153 74.6137 73.5880 71.7553 73.5129 74.2681 72.5770 .5520 .6423 .6526 .6993 .6412 .5833 .6417 .7037 .6925 .5939 .6722 .6313 .6133 .6368 .6818 .9205 .9179 .9175 .9160 .9180 .9204 .9181 .9161 .9165 .9193 .9171 .9185 .9187 .9181 .9166
Alpha =
.9230
3.5.1.2
Nhm 2: S tha mn ca khch hng,
Bng 3.8 : Kt qu Cronbach Anpha cho Thang o S hi lng
Bin Quan st
Anpha nu loi bin
S HI LNG
Q37 Q38 Q39 Q40 Q41 Q42 19.0807 19.3318 19.3408 19.1345 19.3543 19.2960 13.2367 12.6281 12.3338 12.7206 13.0676
13.3354
.7949 .8297 .8451
.8567 .7738 .7964
.9293 .9249 .9231
.9215 .9318 .9292
Alpha =
.9382
H s Cronbach Anpha t rt cao .938 (Bng 3.8), trong tng quan tng ca cc bin nghin cu kh tt, ch s thp nht cng t .77. Nh vy cc bin o lng thnh phn ny u iu kin cho phn tch EFA tip theo.
3.5.2
Phn tch nhn t khm ph EFA:
Phn phn tch ny s dng phng php trch Principal Axis Factoring v php quay Promax. im dng trch cc yu t l nhng nhm nhn t c gi tr Eigenvalues thp nht l 1. Tiu chun chp nhn cc bin o lng khi trng s (Factor loading) t .40 tr ln, ng thi thang o tht s c th tin cy a vo phn tch s liu khi tng phng sai trch ca chng ln hn hoc bng 50% (Gerbing & Anderson, 1988). Nh vy, m bo tnh ng nht v tin cy ca cc bin quan st, sau khi phn tch EFA, ch nhng nhm nhn t tha nhng iu kin trn th mi c th tham gia vo phn chy hi quy trong phn tch tip theo.
3.5.2.1
Thang o cht lng dch v :
Kt qu phn tch Cronbach Anpha trn cho thy 36 bin quan st u iu kin cho phn tch EFA . Kim nh EFA thang o cht lng dch v vi 36 bin quan st ln u cho ra kt qu phn tch thnh 5 nhm nhn t vi tng phng sai trch c l 56.127%, ng thi gi tr Eigenvalue = 1.079 l nh nht (Bng 3.9a v ph lc 4a, trang xiv).
Bng 3.9a : Kt qu EFA ca thang o Cht lng dch v ln u

NHN T 1 RES5 RES6 RES1 RES2 RES4 TAN1 ASS3 RES3 ASS1 REL5 ASS4 REL2 ASS2 TAN7 TAN12 TAN6 TAN4 TAN3 TAN11 EMP2 EMP3 REL3 REL4 EMP4 EMP1 ASS5 EMP5 TAN2 TAN10 TAN9 TAN8 REL1 TAN5 TAN14 TAN13 TAN15 Eigenvalue Phng sai trch Cronbach Anpha 16.161 43.691 .9263 2.359 5.370 .8531 1.434 2.943 .8981 1.251 2.263 .8465 .945 .859 .682 .560 .530 .504 .478 .459 .452 .420 .388 .366 .360 .780 .750 .743 .576 .386 .320 .720 .664 .558 .538 .469 .443 .424 .413 .398 .782 .680 .457 .407 .323 .857 .761 .707 1.079 1.859 .8235 2 3 4 5
Extraction Method: Principal Axis Factoring. Rotation Method: Promax with Kaiser Normalization. a Rotation converged in 9 iterations.
Kt qu cng cho thy 7 bin quan st c trng s <.40, khng tha mn iu kin nu trn: REL 2 (thnh phn tin cy); ASS 2 v ASS 4 (thnh phn S m bo); TAN 2, TAN 3, TAN 5 v TAN 11 (thnh phn Phng tin hu hnh). Nh vy, 7 bin ny s ln lt b loi trong ln kim nh EFA sau.
Bng 3.9b : Kt qu EFA ca thang o Cht lng dch v ln cui
NHN T 1 RES5 RES6 RES1 RES2 TAN1 RES4 ASS3 RES3 REL1 REL5 TAN7 TAN6 TAN12 TAN4 EMP3 EMP2 EMP4 REL4 EMP5 REL3 EMP1 TAN9 TAN10 TAN8 TAN14 TAN13 TAN15 Eigenvalue Phng sai trch Cronbach Anpha 12.185 43.603 .9083 1.971 5.827 .8240 1.322 3.603 .8755 1.173 2.790 .8570 .766 .727 1.053 2.360 .8325 .731 .578 .610 .609 .585 .560 .556 .458 .806 .753 .749 .669 .485 .679 .935 .812 .640 .580 .543 .512 .484 .429 .411 .404 .758 2 3 4 5
Extraction Method: Principal Axis Factoring. Rotation Method: Promax with Kaiser Normalization. a Rotation converged in 8 iterations.
Tin hnh ln lt loi 7 bin khng tha iu kin nu trn. Trong nhng ln phn tch EFA sau, ln lt xut hin thm 2 bin khng tha iu kin v c trng s <.40, gm ASS 1 v ASS 5 (thnh phn S m bo) (ph lc 4b, trang xvii v ph lc 4c, trang xix). Kt qu ln phn tch EFA cui cng sau khi loi 9 bin rc vn cho ra 5 nhm nhn t c tng phng sai trch c tng ln 58.18%, v c 5 nhm yu t c Eigenvalue vn nm trong iu kin cho php, ng thi cc bin quan st trong 5 nhm u c trng s >.40 (Bng 3.9b v ph lc 4d, trang xx) Nh vy, sau khi kim nh v loi nhng bin rc th thang o cht lng dch v cn li 27 bin quan st thuc 5 thnh phn. Do thang o cht lng c hiu chnh theo kt qu kim nh EFA nh sau: tin cy (Reliability):
1 3 4 5
Khch sn cung cp loi phng v dch v theo ng theo hp ng t phng. Nhn vin lun sn sng gip gii quyt nhanh v linh hat vn rc ri m ng b ang gp. Dch v ca khch sn c thc hin ng ngay t ln u Nhn vin thng bo r rng v chi tit v cc chi ph dch v lin quan nh i tin,..
S p ng (Responsiveness):
6 7 8 9 10 11 Nhn vin khch sn c hnh thc lch s vi phong cch chuyn nghip ng/b c phc v nhanh chng Khch sn thng bo chnh xc thi gian hot ng ca cc dch v trong khch sn Nhn vin khch sn c th giao tip bng ting Anh/ Nht/ Trung Quc/ Hn Quc Nhn vin khch sn giao tip thn thin Nhn vin lun sn sng phc v ng b.
A BN TPHCM
m bo (Assurance):
14
Khu vc cng cng c m bo sch s v gn gng
S ng cm (Empathy):
17 18 19 20 21 Khch sn quan tm n ng/b Khi xp phng, khch sn quan tm n nhng s thch ring ca ng/ b Thi gian hot ng ca cc dch v ph hp nhu cu ca ng/ b Ba n sng c phc v nhiu dng theo kiu u, Nh hng quan tm n phong cch n ung ring ca ng, b
Cc phng tin hu hnh (Tangibles)

22 25 27 28 29 30 31 33 34 35 36 Khch sn c v tr tt (trung tm TP, gn sn bay, khung cnh p ) Khch sn trang b thit b hin i trong phng massage, karaoke, phng th dc, .. Khch sn c phng khng ht thuc Khch sn cung cp min ph tr v caf trong phng ng Phng ng thoi mi vi ni tht p Toilet thoi mi v c trang b thm nhng tin nghi Khch sn cung cp dch v lm phng hng ngy gi phng ng c gi sch s v ngn np Nh hng c khu vc khng ht thuc Nh hng sp xp v tr ngi theo yu cu ca ng/b Nh hng c thc n a dng Nh hng c nhng khng gian ring bit cho khch
Thc hin kim nh tin cy Cronbach Anpha cho thang o cht lng dch v sau kim nh EFA. Kt qu cho thy: 4 thnh phn cht lng dch v u tha iu kin vi h s Cronbach Anpha thp nht l .8229, v cc tng quan bin tng ca 26 bin quan st cng t .533 tr ln. Ring thnh phn m bo (Assurance) do ch cn duy nht 1 bin quan st nn khng th kim nh Cronbach Anpha. (Bng 3.10)
A BN TPHCM
Bng 3.10 : Kt qu Cronbach Anpha cho Thang o Cht lng dch v
Bin Quan st
Anpha nu loi bin
TIN CY
Q1 Q3 Q4 Q5 12.0987 12.2691 12.3408 12.1928 4.9632 4.4588 4.2797 4.4897 .5525 .6965 .7481 .6634 .8372 .7757 .7515 .7907
Alpha =
.8342
KH NNG P NG
Q6 Q7 Q8 Q9 Q10 Q11 20.6143 20.6592 20.7803 20.8251 20.5336 20.6009 11.3821 11.5860 11.3164 11.4152 11.3040 11.4211 .7009 .6915 .6942 .6167 .7642 .7250 .8637 .8653 .8648 .8790 .8539 .8600
Alpha =
S NG CM
Q17 Q18 Q19 Q20 Q21
.8844
16.1211 16.2152 16.2108 16.1031 16.2287
7.4402 7.1607 7.2302 7.3091 7.5015
.5784 .6635 .6254 .5819 .6381
.7990 .7741 .7853 .7986 .7827
Alpha =
.8229
PHNG TIN HU HNH

Q22 Q25 Q27 Q28 Q29 Q30 Q31 Q33 Q34 Q35 Q36 39.4978 39.8206 39.7489 39.7534 39.5785 39.4888 39.3587 39.7937 39.8117 39.7489 39.7668 41.7466 38.5443 39.2159 38.7542 39.8395 40.3141 41.4203 39.0473 40.4238 40.8736
39.5400
.5338 .6793 .5814 .6539 .6920 .6809
.5580 .6200 .5958 .6320 .6845
.8918 .8836 .8904 .8853 .8833 .8842
.8906 .8876 .8886 .8869 .8835
Alpha =
.8961
3.5.2.2
Thang o mc hi lng ca khch hng :
Phn tch EFA ca thang o mc hi lng ca khch hng, trch c 1 yu t ti eigenvalue l 4.59, tng phng sai trch c t kh cao 71.89%. Cc trng s u ln hn .80. Nh vy, cc bin quan st ca thang o mc tha mn hay hi lng ca khch hng u tha iu kin cho phn tch tip theo. (Bng 3.11)
Bng 3.11 : Kt qu EFA ca thang o Mc hi lng
NHN T 1 SAT4 SAT3 SAT2 SAT1 SAT6 SAT5 Eigenvalue Phng sai trch Cronbach Anpha .892 .880 .861 .825 .824 .802 4.590 71.889 .9382
Extraction Method: Principal Axis Factoring. a 1 factors extracted. 5 iterations required.
Kt lun: Sau khi nh gi s b, tuy thnh phn s m bo ch cn 1 bin quan st, nhng 5 thnh phn cht lng vn c gi nguyn vi 27 bin quan st. Bn cnh , cc bin quan st trong nhm s hi lng ca khch hng khng thay i (6 bin) v t tiu chun kim nh. Vy, cc s liu tha iu kin tin cy Cronbach Anpha v EFA s c s dng cho phn chy hi quy nh gi kt qu nghin cu.
3.6
Phn tch tng quan v phn tch hi qui:
3.6.1
Kim nh gi thuyt v mi lin h gia 5 thnh phn cht
lng v s hi lng ca khch hng: kim nh s ph hp gia cc thnh phn cht lng v s tha mn ca khch hng, s dng hm hi quy tuyn tnh bi vi phng php a vo mt lt (Enter), nh vy, 5 thnh phn cht lng dch v (bin c lp Independents) v s tha mn ca khch hng (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= .655 (hay R2 hiu chnh = .647) kh ln chng minh cho s ph hp ca m hnh gi thuyt vi 5 thnh phn cht lng dch v nh hng n 65.5% bin thin ca s hi(Bng 3.12 v ph lc lng. 6, trang xxiii).
Bng 3.12 : H s xc nh s ph hp ca m hnh
R 1 .809(a) R Square .655 Adjusted R Square .647 Std. Error of the Estimate .42417
a Predictors: (Constant), STAN, SASS, SREL, SEMP, SRES
t bin Y i din cho s hi lng; X1 l tin cy; X2 l kh nng p ng; X3 l s m bo; X4 l s ng cm; X5 l phng tin hu hnh Kt qu ca phn tch hi qui (Bng 3.13 v ph lc 6, trang xxiii) cho thy, h s cao nht l thnh phn phng tin vt cht, l yu t quan trng y tc ng kh ln vo cm nhn cht lng dch v khch sn. S tin nghi ca
khch sn cng l yu t c quy nh rt c th trong nhng tiu chun phn hng khch sn ca Tng Cc Du lch Vit Nam.
Bng 3.13 : H s tng quan hi qui
Unstandardized Model Coefficients B 1 (Constant) TIN CY KH NNG P NG S M BO S NG CM PHNG TIN HU HNH a Dependent Variable: S HI LNG -.173 .256 .183 .072 .196 .283 Std. Error .202 .071 .073 .046 .071 .072
Standardized Coefficients Beta
Sig.
-.858 .248 .171 .085 .182 .250 3.615 2.518 1.579 2.748 3.943
.392 .000 .013 .116 .006 .000
Thnh phn tin cy c h s cao th 2. Cc yu t trong thnh phn ny c nh gi kh tt. y cng l c trng ca ngnh khch sn ni ring v dch v ni chung. Tuy nhin, yu cu v lm ng ngay t u vn cha c xem l yu t c khch hng nh gi cao v y cng l yu t m cc khch sn mun nhm n hon ho cht lng dch v ca mnh. Kt qu cng cho thy gi tr sig. ca 4 thnh phn u rt nh (<0.05), nn gi tr ca 4 nhm ny u t ngha v mt thng k, v trong kim nh tng quan hi quy ny th 4 nhm c mi lin h vi s hi lng. Song, thnh phn ASS li c gi tr sig. = 0.116>0.05 nn khng c ngha v mt thng k, cn kim nh li h s tng quan pearson. Phng trnh d bo v mc hi lng ca khch hng theo 5 thnh phn ca cht lng dch v l:
Y = 0.256 X1 + 0.183 X2 + 0.072 X3 + 0.196 X4 + 0.283 X5 - 0.173 Nh vy, theo phng trnh trn khi 1 n v s hi lng Y tng ln th theo phi c s cng hng dng ca 0.256 n v tin cy (X 0.183 n v kh 1); nng p ng (X2); 0.072 n v s m bo (X ); 0.196 n v s cm thng (X )v 3 4 0.283 n v phng tin hu hnh (X5). S dng h s tng quan tuyn tnh r (Pearson Correlation Coefficient) kim nh mt ln na v s tng quan gia 5 thnh phn cht lng dch v v s hi lng.
Bng 3.14 : H s tng quan gia cc bin tim n
TIN CY TIN CY Pearson Correlation Sig. (2-tailed) KH NNG P NG S M BO Pearson Correlation Sig. (2-tailed) Pearson Correlation Sig. (2-tailed) S NG CM Pearson Correlation Sig. (2-tailed) PHNG TIN HU HNH S HI LNG Pearson Correlation Sig. (2-tailed) Pearson Correlation Sig. (2-tailed) 1 . .740(**) .000 .638(**) .000 .714(**) .000 .659(**) .000 .724(**) .000
KH NNG P NG
S M BO .638(**) .000 .616(**) .000 1 . .547(**) .000 .507(**) .000 .575(**) .000
S NG CM .714(**) .000 .692(**) .000 .547(**) .000 1 . .722(**) .000 .705(**) .000
PHNG TIN HU
HNH .659(**) .000 .697(**) .000 .507(**) .000 .722(**) .000 1 . .707(**) .000
S HI LNG .724(**) .000 .707(**) .000 .575(**) .000 .705(**) .000 .707(**) .000 1 .
.740(**) .000 1 . .616(**) .000 .692(**) .000 .697(**) .000 .707(**) .000
** Correlation is significant at the 0.01 level (2-tailed).
Kt qu cho thy mi lin h gia cc thnh phn cht lng v mc hi lng c gi tr dng, h s tng quan r thp nht cng t .58 (thnh phn s
m bo), mt khc, gi tr sig. v cc mi quan h ny rt nh nn c th kt lun mi quan h gia 5 thnh phn cht lng v s hi lng l c ngha v mt thng k, ng thi nhng mi lin h ny l cng chiu v c tng quan kh mnh gia cc thnh phn cht lng, v gia thnh phn cht lng vi s hi lng ca khch hng (Bng 3.14) Tm li, 5 gi thuyt v mi quan h gia thnh phn cht lng v s hi lng c xc nh vi nhng kt lun nh sau: H1: tin cy c mi quan h dng vi s hi lng ca khch hng, hay tin cy tng th khch hng cng tng mc hi lng v ngc li. H2: Kh nng p ng c mi quan h dng vi s hi lng ca khch hng. Kh nng p ng hay cng l nng lc phc v ca nhn vin khch sn cng chuyn nghip th cng lm tng s hi lng ca khch hng. H3: S m bo c mi quan h dng vi s hi lng ca khch hng. Khi s m bo v v sinh cng cng cng tng, th khch hng cng hi lng. H4: Mc ng cm c mi quan h dng vi s hi lng ca khch hng. Khch sn cng quan tm v hiu nhng c trng ca khch hng th h cng hi lng. H5: Phng tin hu hnh c mi quan h dng vi s hi lng ca khch hng. Tin nghi khch sn cng c nng cao th khch hng cng hi lng.
3.6.2
Phn tch mc hi lng ca khch hng i vi 5 thnh phn
cht lng ti 3 nhm khch sn:
a 5 thnh phn cht lng dch v v mc hi lng vo phn tch phng sai mt yu t (One-way Anova) xc nh s hi lng ca khch hng v cc thnh phn cht lng dch v ca 3 nhm khch sn (Bng 3.15 v ph lc 7, trang xxiv)
Bng 3.15 : Mc hi lng ca khch hng i vi cht lng dch v phn theo hng khch sn
Kch thc mu TIN CY 3-star 4-star 5-star Total KH NNG P NG 3-star 4-star 5-star Total S M BO 3-star 4-star 5-star Total S NG CM 3-star 4-star 5-star Total PHNG TIN HU HNH 5-star Total S HI LNG 3-star 4-star 5-star Total 3-star 4-star 136 56 31 223 136 56 31 223 136 56 31 223 136 56 31 223 136 56 31 223 136 56 31 223 Gi tr trung bnh 3.8768 4.3527 4.4435 4.0751 3.9228 4.4226 4.5376 4.1338 4.0368 4.5536 4.7097 4.2601 3.8647 4.3107 4.3484 4.0439 3.7520 4.2175 4.4575 3.9670 3.6752 4.0179 4.3226 3.8513 Sai lch chun .06240 .06583 .09033 .04634 .05891 .06524 .08278 .04471 .07839 .08026 .08287 .05630 .06110 .06198 .07868 .04435 .05369 .06249 .07768 .04212 .06241 .07827 .10368 .04778 Gi tr nh nht 1.00 3.25 3.25 1.00 1.33 3.33 3.33 1.33 2.00 3.00 4.00 2.00 2.00 3.00 3.40 2.00 2.27 3.09 3.55 2.27 1.83 2.17 2.50 1.83 Gi tr ln nht 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00
Kt qu phn tch One-way Anova cho thy gi tr sig. rt nh (.000) chng minh c ngha thng k v cc mi lin h gia s hi lng v 5 thnh phn cht lng (ph lc 7, trang xxiv). Mc hi lng ca khch quc t i vi cht lng ca h thng khch sn thuc Saigontourist t kh tt vi gi tr trung bnh l 3.85 (hon ho l 5) trong cao nht l khch sn 5 sao (t 4.32) trong khi nhm khch sn 3 sao th mc hi lng l thp nht. Vn ny cng kh hp l so vi thc t, v cht lng dch v ca khch sn 5-sao lun phi c hon thin v cao hn nhng khch sn c phn hng nh hn hng n mt phn khc th trng khch ring. Trong 5 thnh phn cht lng dch v, khch quc t nh gi cao nht l s m bo (t gi tr trung bnh l 4.26), v ch mt tiu ch c ngha thng k v t tin cy, s sch s cc khu vc cng cng. Khch hng nh gi cao th 2 l thnh phn kh nng p ng vi gi tr trung bnh 4.134, trong khch hng nh gi cao yu t Nhn vin khch sn giao tip thn thin (4.27) v Nhn vin khch sn lun sn sng phc v ng b (4.20), y cng xut pht t vn ha giao tip ca ngi Vit. Tuy nhin, vn ngoi ng li c gi tr trung bnh thp nht trong nhm ny (3.9) v khch sn nn quan tm n vn ny v truyn t giao tip bng ngoi ng l quan trng hng u trong ngnh khch sn. Mc ng cm t gi tr trung bnh 4.04, trong khch sn 3 sao t gi tr thp hn trong khi khch sn 4 v 5 sao t gi tr trung bnh tng ng nhau. Nh vy, thnh phn cht lng dch v ny c khch hng hi lng ca
khch sn 4 sao ang vn n ngang bng vi khch sn 5 sao. Thc t cho thy, khch hng lun mun nhng nhu cu c trng ca mnh c quan tm, do s quan tm v lu n c trng ca khch hng lun c xem l li th trong ngnh dch v khch sn cng nh Marketing. Phng tin hu hnh c gi tr trung bnh thp nht trong 5 thnh phn (3.967) nhng t l nh hng n mc hi lng li l cao nht. Thp nht thnh phn ny l h thng khch sn 3 sao. H thng khch sn quc t ca Saigontourist c nhng thun li v v tr c gc nhn p v v cng thun tin cho cc hot ng tham quan, mua sm, y l mt trong nhng im li th tuyt i trong th trng khch sn hin nay. Song song , k hoch nng cp trang thit b to n tng tt trong vn v sinh v c khng gian thoi mi. Tuy nhin, trong thnh phn ny li c mt s yu t nh yu cu v phng khng ht thuc v v tr ring dnh cho ngi khng ht thuc nh hng, yu cu v vic trang b tr v cafe (tea coffee making facilities) trong phng th gi tr li khng cao ch yu nhng khch sn 3 sao nn nh hng n cm nhn hi lng ca khch hng. tm hiu s nh hng ca nhn khu hc trong nh gi v s hi lng, chng ti tip tc thc hin h s tng quan. (Bng 3.16 v ph lc 8, trang xxv). Kt qu cho thy, khng c s tng quan no gia cc nhm trn v gi tr sig. ca chng u ln hn mc cho php (0.05).
Bng 3.16 : Tng hp kt qu ca s khc bit trong mc hi lng cc nhm quc tch, tui, ngh nghip, mc ch n TPHCM
Cc nhm nghin cu QUC TCH TUI MC CH N TPHCM NGH NGHIP THNG TIN LA CHN KHCH SN Sig. 0.495 > 0.05 0.058 > 0.05 0.529 > 0.05 0.814 > 0.05 0.298 > 0.05 Kt lun Khng c tng quan Khng c tng quan Khng c tng quan Khng c tng quan Khng c tng quan
i vi s trung thnh ca khch du lch quc t i vi h thng khch sn t 3 5 sao ca Saigontourist c th hin qua bin quan st SAT 5 v SAT 6 nh sau: - C 66.8% kin cho rng h s la chn h thng khch sn ca Saigontourist nu c n TPHCM ln sau (Bng 3.17).
Bng 3.17 : kin v la chn h thng khch sn Saigontourist
S lng Hn tn khng ng Khng ng Khng bit ng Hon ton ng Tng s 10 61 114 35 223 4.5 27.4 51.1 15.7 100.0 5.8 33.2 84.3 100.0 3 T l 1.3 T l cng dn 1.3
Valid
- C 70% kin cho rng h s gii thiu h thng khch sn ca Saigontourist cho nhng ngi quen nu n TPHCM (Bng 3.18).
Bng 3.18 : kin v vic gii thiu h thng khch sn Saigontourist
3.7
Tm tt chng III:
Vi mc tiu nghin cu xy dng mt thang o ph hp cho vic nh gi cht lng dch v khch sn, ng thi xc nh cht lng dch v ca chui khch sn Saigontourist trn a bn TPHCM, nghin cu c thc hin kim nh li mi quan h gia 5 thnh phn cht lng dch v ca thang o SERVQUAL vi s hi lng ca khch hng yu t quan trng hng u trong kinh doanh dch v khch sn. Nhng tiu ch cht lng c rt ra t nhng bui tho lun thit lp nn thang o gm 36 bin quan st thuc 5 thnh phn: tin cy, kh nng p ng, s m bo, s ng cm v phng tin hu hnh theo m hnh thnh phn cht lng ca thang o SERVQUAL. Thng qua nh gi s b vi kim nh h s tin cy Cronbach Anpha v phn tch EFA, chng ti loi b 9 bin rc v hiu chnh thang o cn 27 bin quan st v cng nm trong 5 thnh phn, chnh l bin tim n. Kt qu kim
A BN TPHCM
S lng Hn tn khng ng Khng ng Khng bit ng Hon ton ng Tng s 11 56 120 36 223 0
T l 0 4.9 25.1 53.8 16.1 100.0
T l cng dn 0 4.9 30.0 83.9 100.0
Valid
nh li h s Cronbach Anpha ca thang o sau hiu chnh t gi tr kh cao, thp nht l .82 v tng quan bin tng cng tha iu kin a ra. Kt qu phn tch tng quan v hi quy chng minh c mi lin h dng gia 5 thnh phn cht lng vi s hi lng ca khch hng, ng thi cho php xy dng phng trnh d bo s hi lng ca khch hng m trng s cao nht (cng tc l s nh hng mnh nht ln s hi lng ca khch hng) l thnh phn phng tin hu hnh. Kt qu phn tch cho thy khch du lch quc t kh hi lng v cht lng dch v cc khch sn ca Saigontourist, m cao nht (im trung bnh thuc khong 4 Y 5)l cc nhm khch sn 4 v 5 sao. iu th v y l s cnh tranh trong nng lc phc v gia 2 nhm khch sn ny khi thnh phn s ng cm c khch quc t nh gi l gn tng ng nhau (4sao = 4.31 im; 5 sao =4.35 im). Phng tin hu hnh c im trung bnh thp nht trong 5 thnh phn cht lng (3.96 im), nhng thnh phn ny li nh hng nhiu n kt qu ca s hi lng. thnh phn ny, nhm khch sn 5 sao li nh v c hnh nh ca mnh khi khch hng nh gi kh cao vi im trung bnh t 4.46 im, trong khi nhm khch sn 3 sao li t thp nht (3.75 im) trong nhm v y cng l gi tr c nh gi thp nht trong 5 thnh phn cht lng ca cc khch sn 3 sao. Thc t v tr ca cc khch sn 3 sao khng thua km 2 nhm khch sn khc, thm ch cn tt hn (ly v d nh v tr ca khch sn 5 sao Sheraton khng p bng Khch sn Kim , Palace hay Continental). Vn l, tuy nt kin trc khch sn 3 sao vn c gi nguyn, dng nh ni tht ca nhng
khch sn ny cha c chm cht. V vy, vi nhng tin nghi thit b khng c mi v hin i th khch sn d mang n cm gic khng thoi mi cho khch hng. Hin nay, vn nh hng t khi thuc cho sc khe ang rt c quan tm, do , vic b tr phng v khu vc khng ht thuc cng c khch hng gp kh nhiu trong thnh phn cc khch sn ny, c bit l khch hng c quc tch Uc v M . Mt s khch hng nh gi khng cao (ch mc trung bnh kh) cho nhng tin nghi c xp t trong phng do khng c tr, c ph hay nc ung min ph trong phng; phng c c trang tr cha p ; din tch toilet ca phng kh nh nn to cm gic bc bi. y l mt s chi tit nh v mt tin nghi nhng li gp phn khng nh cho s hi lng ca khch hng. Kh nng phc v ca nhm khch sn 3 sao c biu din bi 3 thnh phn l tin cy, kh nng p ng v s ng cm li c khch hng nh gi mc kh vi im trung bnh tng ng nhau ln lt l 3.88, 3.92 v 3.86. Thi phc v tn tnh v thn thin to n tng v cm tnh ca khch hng, ng thi cch gii quyt vn nhanh chng, s quan tm ca khch sn n nhng c trng ca khch u c khch hng nh gi tt, nhng vn ngoi ng vn l mt hn ch cho nng lc phc v. Mt s kt qu thng k cho thy khch quc t lu tr ti cc khch sn n TPHCM ch yu l i du lch tham quan, nn ngun thng tin la chn khch sn ch yu vn l cc cng ty du lch (38%). Phng tin qung co ca Saigontourist dng nh vn cha mang li hiu qu v tn sut la chn l kh thp (18%). i vi yu t s trung thnh ca khch hng th kh nng h la chn cc khch sn ca Saigontourist nu tr li TPHCM (SAT5) mc trung bnh kh vi im trung bnh t 3.75 im. Saigontourist t 3.81 im cho kh nng
khch hng gii thiu v cc khch sn cho nhng ngi quen. y cng l h qu ca phong cch phc v tt ca i ng nhn vin khch sn. Kim nh s tng quan gia vic nh gi cht lng hi lng vi cc thnh phn thuc nhn khu hc cho thy khng c mi lin h tng quan gia cc bin ny. iu ny c ngha l cc nhm tui, ngh nghip, mc ch n TPHCM khng c nh hng n kt qu nh gi cht lng dch v cng nh mc hi lng ca du khch quc t. V s trung thnh ca khch hng r rng cht lng dch v ca h thng khch sn t 3 5 sao ca Saigontourist l kh tt nn c th gi c gn 67% khch hng ca mnh, nhng, Saigontourist hon ton c th nhm n 27.4% i tng cn phn vn trong vic s la chn khch sn cho ln sau thng qua vic hon thin cht lng dch v ca mnh. Vn qung co truyn ming tr thnh mt li th cho h thng khch sn Saigontourist vi 70% khch hng s thc hin iu ny. Khm ph cc yu t cht lng dch v ca chui khch sn quc t 3 5 sao m ra mt nhn thc mi v nhng quan tm ca khch hng trong lnh vc ny. Vn ct yu l cn c nhng bin php va gi c phong cch dch v tt va ci thin nhng tiu ch c gi tr cha hon ho. Vn ny xin c trnh by chng sau.
CHNG IV:
GII PHP NNG CAO CHT LNG
DCH V H THNG KHCH SN THUC SAIGONTOURIST.

Nhng chuyn gia phn tch kinh t trn th gii kh n tng vi s tng trng nhanh chng ca Vit Nam trong nhng nm gn y, v cng n tng hn khi ngnh du lch Vit Nam nhng nm thp nin 90 cn nm trong nhm nhng nc km pht trin nht khu vc v th gii, th ch sau 10 nm li vn ln v tr trung bnh vi nn du lch y trin vng trn tin ln cng cc nc trong khu vc. Nhiu bo ch trong v ngoi nc, cng cc t chc du lch th gii nh gi cao v du lch Vit Nam vi nhn xt chung Vit Nam l im n an ton v thn thin so vi nhng bt n v chnh tr, tn gio v ang din bin phc tp v lin tc trn th gii. H cng cho rng Vit Nam mang nhiu nt c trng ca vn ha ng, ngi Vit Nam hin ha v thn thin, cnh quan thin nhin p v m nt t nhin, ngun ti nguyn ny to nn mt im n hp dn, mt ngnh dch v y tim nng. Nhng kt qu gt hi c t hot ng kinh t cho thy vic thay i ng li kinh t l ng n, th song song , s tng trng khng ngng ca ngnh du lch l bng chng cho m rng quan h ngoi giao vi nhiu quc gia v t chc trn th gii l c ngha khng ch v mt kinh t m cn l s giao lu vn ha x hi. Tc tng trng du lch t 7.7% y th hng ca Vit
Nam ln hng th 6/10 nc c tc pht trin du lch nhanh nht th gii (WTTC). Cn nhn nhn rng, khi mi quan h ngoi giao pht trin th Vit Nam li c mt th trng khch du lch y tim nng: th trng khch Vit Kiu lng khch du lch rt thng xuyn v c xu hng ngy cng tng. y l mt trong nhng thun li ring ca ngnh du lch v hng khng Vit Nam.
4.1 Nhng thun li: du lch t c nhng thnh tu nh hin

nay, Vit Nam c nhng thun li sau: Thin nhin ban tng cho Vit Nam cnh quan thin nhin phong ph vi rng nguyn sinh, ni i v c bit l b bin di chy dc theo t nc c UNESCO xp vo danh sch b bin p ca th gii nh: Lng C, Nha Trang,.. c im kh hu nng m, thi tit kh n ha so vi nhng quc gia trong khu vc v trn th gii. Nt th ca Vit Nam mang nhng dng dp ring. Min Bc c Th H Ni mang nt c knh, lng mn. Min Trung c Hu C c knh vi nhng cung in, n, i, lng tm; hay Ph c Hi An mang dng dp khu th ca th k 18. Min Nam c TPHCM vi s pha trn gia kin trc Php xa v nt hin i ca mt thnh ph nng ng; hay ng bng sng Cu Long min sng nc. Con ngi Vit Nam thn thin, mn khch, khng c s phn bit sc tc hay vn ha.
Vn ha ng th hin r nt trong cuc sng ca ngi dn. a dng vn ha ca 54 dn tc to nt vn ha ring. B dy lch s dn tc ng t ho ca ngi Vit cng l yu t m du khch mun khm ph. ng li chnh tr n ha to s n nh trong i sng kinh t x hi. Quan h ngoi giao khng phn bit tip bc cho tin trnh ton cu ha hin nay, gp phn cho s giao thoa vn ha dn tc gia cc nc. Ci cch cc chnh sch v h thng php lut cng cc quy ch to thun li cho pht trin kinh t, ngoi giao, du lch. Nhng thun li trn l ng lc trc tip y ngnh du lch Vit Nam pht trin trong nhng nm gn y. Tuy s tng trng du lch Vit Nam c nh gi cao, nhng so vi nhng nc trong khu vc nh Thailand, Malaysia, Singapore th Vit Nam vn cn nhiu hn ch nht nh. Vn y chnh l s u t cho pht trin nhanh v ton din trong lnh vc du lch ca cc nc bn. Nu so snh t l tng trng v du lch th Vit Nam ang l mt trong nhng nc dn u. Nhng nu so snh s lt khch quc t th con s gn 4 triu lt khch ca Vit Nam cn mt khong cch rt xa so vi vi 16 triu lt khch quc t ca Malaysia, hn 7 triu lt khch ca o quc Singapore hay Thailand va hi phc sau thm ha sng thn th con s ny t n 13,38 triu lt khch t ra l v sao cc nc (1). Vn ny c tim nng du lch t hn Vit Nam, nhng li thu ht khch du lch nhiu gp 3 ln Vit Nam? y khng phi l mt n s khng c gii p, m bng
Ngun: Thng k nm 2005 ca Cc Xc tin Du lch Vit Nam.
chng hin hu cho thy vn cn nhng hn ch to nn ro cn trong thu ht khch du lch ca Vit Nam. 4.2 Nhng hn ch: Vit Nam tht s ch tham gia vo hot ng dch v du lch trong 10 nm tr li y. Kh khn y chnh l kinh nghim cn t trong xy dng chin lc pht trin ngnh, tim lc ti chnh cho cng tc qung b hnh nh Vit Nam cn hn hp,.. Nhng ro cn cho s pht trin du lch c th xc nh: Cng tc xc tin qung b du lch cn yu km v nhiu bt cp Ngn sch Trung ng chi cho xc tin du lch rt hn hp nhng li s dng phn tn, thiu ng b. Nm 2005, chi tiu dnh cho mc ch qung b ch mc 1 triu USD. Theo ng Phm Hu Minh, Cc trng Cc Xc tin du lch nh gi th Khon kinh ph ny ch tng ng vi mt hp ng qung co ca BBC cho du lch Malaysia nm 2004. Cng tc nghin cu th trng tm hiu nhu cu v nh gi cht lng ca du khch cn rt hn ch. Cha c s lin kt trong thit k tour du lch gia cc n v ngnh v cc lnh vc dch v c lin quan. S phi hp gia cc t chc du lch, Hip hi Du lch, S du lch,.. cha chc ch do , khng ch xy dng chnh sch pht trin ngnh cha ph hp v cn nhiu bt cp trong cng tc qung b du lch. Ly chng trnh Thng khuyn mi nm 2005 v 2006 TPHCM lm v d. Nhng chng trnh hot ng loi ny l mt trong nhng s kin thu ht rt nhiu
khch du lch quc t cc quc gia lng ging nh Singapore v Malaysia. Tuy nhin, ti Vit Nam th chng trnh ny cha thc s hiu qu khi i tng tham gia ch yu l mt b phn dn c ca thnh ph; chng loi sn phm khuyn mi cng khng phong ph v km a dng. ng thi, chng trnh thiu s hng ng tch cc ca cc n v kinh doanh khc nhau ngoi tr cc n v tham gia ti tr chnh. Cha c b phn chuyn trch v xc tin du lch cc th trng ln v tim nng nh Trung Quc, Nht Bn,.. nn thng tin v hnh nh Vit Nam cn kh m nht i vi nhiu quc gia m ta ban giao. M t khc, thng tin du lch trn cc website chnh thc gii thiu v du lch Vit Nam li ngho nn, thit k khng hp dn, ni dung khng c cp nht thng xuyn. Cc n v kinh doanh du lch tham gia vo cc hi ch du lch th gii, nhng hot ng qung b cn qu n iu nn hnh nh du lch Vit Nam cha to c n tng vi ngi tham quan. Do , chng ta cha xy dng c mt thng hiu du lch ring trn bn du lch th gii C s ha tng cha ng hnh vi s pht trin ca du lch. C th ni y l mt trong nhng ro cn ln nht cho du lch Vit Nam. C s h tng, nhn t ht sc quan trng khng ch cho ngnh du lch m cn cho c ngnh kinh t. Mng li giao thng ca TPCHM hin nay ang qu ti, ng s xung cp nghim trng khng an ton trong giao thng. Cc bin bo giao thng li hng dn khng r rng, phng tin giao thng cng cng cha p ng nhu cu i li ca du khch.
S lng cc trung tm kinh doanh thng mi cn t, hng ha cha a dng v kh t so vi cc nc trong khu vc nn khng to ng lc mua sm cho khch du lch. Mi trng x hi v vn v sinh cng cng cng l yu t cn quan tm. Vn an ninh cho du khch hin nay tuy c c m bo nhng vn nn v tr em ng ph lm phin du khch, c bit l cc khu vc trung tm ca TPHCM hay ti cc im tham quan to nn nhng n tng cha tt. S lng c s lu tr hot ng gn y tng nhanh, nhng vo ma cao im th s lng c s lu tr vn khng p ng. Tin nghi vt cht cha thu ht khch du lch MICE th trng y tim nng m cc quc gia c nn du lch pht trin u nhm n. Tng vng Vit Nam u c biu tng ring, nh biu tng Ch Bn Thnh ca TPHCM, Thp Ra ca H Ni... Song cha c cng trnh mang tm c nh mt biu tng quc gia tng t Thp i Petronas ca Malaysia hay biu tng Merlion hoc khu Trung Tm Ti Chnh ca Singapore,.. c th mang li mt cm xc thch th, mt n tng kh qun v li cun khch du lch tr li vi Vit Nam. Hn ch v trnh nghip v v nhn thc vn ha du lch trong i ng lao ng dch v. Nhn thc v tm quan trng ca vn ha ng x trong du lch cha c gio dc cho ngi dn v c cho i ng lao ng tham gia vo dch v, c bit l cho b phn nhn vin hnh chnh ti ca khu nh hi quan, hng
khng mt t.v.v. Ly v d v tin trnh xut nhp cnh ti sn bay, y l mt quy trnh rt mt thi gian v thi gian bnh qun gii quyt thng quan cho tng ngi ko di t nht l 10 pht, trong khi , i vi Malaysia v Thailand th ch cn 2 pht thng quan cho tng nhm du lch. Vn ny lm nn lng khng t du khch. Thi ng x ca nhn vin hi quan gy n tng cha p, lm nh hng tiu cc n hnh nh du lch Vit Nam trong lng du khch khi va bc chn ln t nc ny. M t s than phin t cc du khch Chu Au, Chu M v tin trnh cp visa nhiu kh v mt nhiu thi gian, ph cp visa cng cao hn so vi cc nc trong khu vc. i ng nhn lc c trnh hc vn cao, nhng mt b phn khng nh cc nhn vin tham gia hot ng du lch li xut thn t tay ngang, khng qua o to nghip v chuyn mn bi bn. iu ny nh hng khng tt n nhn thc v cht lng dch v trong ngnh. Ngoi ng cng l hn ch ca i ng nhn vin ngnh. Sn phm du lch cn n iu, khng hp dn v gi chn khch du lch Mc d c tim nng du lch, nhng sn phm du lch khng a dng v cha mang tnh cnh tranh cao. Cc im tham quan du lch u nm xa trung tm thnh ph trong khi phng tin giao thng li khng thun tin lm mt nhiu thi gian cho du khch.
Cc khu vui chi gii tr c pht trin (m sen, Sui Tin) nhng cha tht s thu ht v tr thnh biu tng du lch nh Disneyland. Cc loi hnh gii tr, nht l cc hot ng v m (night-life) khng a dng v si ng. Nhn xt ca a s du khch l ngoi vic mua sm th h khng bit lm g cho ht thi gian t do sau chng trnh tour. Gii tr l vn rt quan trng i vi khch du lch v cng l ni du khch tiu tin. Vi nhng hn ch ny cng mt s thng k ca Cc Xc tin du lch cho thy 85% khch quc t khng tr li Vit Nam. Thi gian lu tr ca du khch quc t bnh qun ch 2.3 ngy (2005), cc nc Chu Au c kinh t du lch pht trin, bnh qun du khch s chi tiu khong 5.000USD, cn khch n Thi Lan chi tiu bnh qun 1.400 USD, v Singapore l 1.800 USD, nhng con s ny Vit Nam ch mc trn di 600 USD. iu ny cho thy mc d du lch pht trin nhng doanh thu ngnh cn khim tn trong nn kinh t quc dn. Theo s nh gi ca cc t chc kinh doanh dch v du lch th con s du khch n Vit Nam v TPHCM lm hi lng cc cp thm quyn do vt k hoch ra nhng li rt khim tn so vi tim nng du lch do khng u t khai thc bi bn nn gy ra s lng ph trong kinh doanh.
4.3 Kin ngh cc gii php hon thin cht lng dch v ca chui khch sn Saigontourist:
Thc t cho thy ngnh kinh doanh khch sn ng hnh vi s pht trin ca ngnh du lch, v c 2 loi hnh ny khng th tch ri nhau khi vn ra th trng th gii.
i cng vi s pht trin du lch ca TPHCM, Tng Cng ty Du Lch Si Gn cng nm trong gung my vn hnh ca du lch Vit Nam nn bn cnh nhng nh hng t cc hn ch khch quan nu trn, Saigontourist cng cn c chin lc hon thin cht lng dch v yu t quan h n s hi lng ca khch hng, m trong khun kh ca nghin cu ny nhm hon thin cht lng dch v khch sn ca Saigontourist. Nh phn tch chng III, kt qu nghin cu cho thy du khch quc t hi lng vi cht lng dch v ca chui khch sn thuc Saigontourist. Do , h thng khch sn Saigontourit lun c khch hng nh gi cao v mt cht lng dch v qua cc gii thng hng nm. Nghin cu cng gp phn khng nh cho s pht trin bn vng ca h thng khch sn ny thng qua 67% khch hng mong mun lu tr ti cc khch sn ny nu h n TPHCM ln sau. Sau khi x l s liu iu tra t 223 khch quc t lu tr ti 15 khch sn, kt qu phn tch Chng III cho thy mt s yu t cht lng dch v ca h thng khch sn cn c hon thin theo kin ca khch hng. Do , ti xin kin ngh mt s gii php sau: Vn phng tin hu hnh hay c s vt cht chim t trng cao trong bin thin ca s hi lng, nhng khch hng li nh gi khng cao cho thnh phn ny trong h thng khch sn 3 sao. Saigontourist cn c chin lc tp trung ti to v nng cp kin trc khch sn. Ni tht v cc trang thit b t trong phng ca h thng khch sn 3 sao khu vc trung tm TPHCM cng cn nng cp v thit k li. Yu t an
ton trong khch sn tuy b loi trong qu trnh phn tch, nhng thng qua trao i vi du khch th mt s kin cho rng nn ci to h thng in trong phng ng ca khch sn 3 sao. C xu hng gia tng v nhu cu khng ht thuc. Vn ny thng gp du khch ca on. Do , i vi tin nghi khch sn, cn ti thit k s b tr phng tng s lng phng khng ht thuc v t v tr khng ht thuc mt s khu vc cng cng trong khch sn l cn thit. i vi vic hon thin dch v cn yu cu cc hng l hnh xc nh vi du khch nu h c nhng yu cu ring cho vn ny. i vi nhm khch sn 3 sao, nhng tin nghi nh nh tr, c ph, nc ung min ph nn c xp trong phng ng. Nhng vn ny tuy nh v khng mt nhiu chi ph, nhng li biu hin s quan tm n khch hng, lm tng gi tr cht lng ca khch sn trong cm nhn ca khch hng. Thi nhn vin l mi quan tm hng u ca ngi qun l khch sn. Dch v khch sn a dng nhng do mt lc lng khng ng nht v trnh thc hin. Tuy nhin, nhn vin l cha kha ca s thnh cng trong kinh doanh khch sn v tt c nhng dch v trong khch sn l do con ngi lm ra. Hun luyn k nng l cn thit cho s tin b nhng nng cao nhn thc ca nhn vin v vn cht lng dch v li cng quan trng hn. Do , to iu kin cho nhn vin cc b phn tip xc trc tip vi khch (Tip tn, Nh hng, Kinh doanh,..) lin tc hc hi v tm quan trng ca cht lung dch v nhm
nng cao kin thc v nhn thc v vai tr quan trng ca h trong hot ng ca khch sn l cn thit. Xy dng chnh sch lun chuyn cn b qun l nhng b phn Tip tn, nh hng gia cc khch sn thuc tng cng ty trao i kinh nghim qun l v kp thi chn chnh nhng sai st trong ni b ngnh. Xy dng chnh sch thc tp cho b phn Tip Tn gia nhm khch sn 3-4 sao v 5 sao. Thng qua , nhn vin nng cao nhn thc v nng lc phc v v cht lng dch v ang c cc tp on khch sn quc t p dng (Khch sn New World, Caravelle SaiGon, Sheraton) Nn thit lp mi quan h trao i thc tp sinh vi cc trng o to du lch quc gia trong khu vc v quc t. Bo co thc tp ca nhng sinh vin thuc nhng chuyn ngnh ny kh quan trng v thc t khng ch cho vic hon thin cht lng dch v m cn cho c t chc h thng khch sn. Tuyn dng nhn s ngnh phi o to nghip v trc khi a vo phc v nhm to cho nhn s mi nhng kin thc v nhn thc v tnh c th ca ngnh khch sn. C i ng nhn vin b phn Tip tn, Kinh doanh phc v ring cho th trng khch Nht, th trng tim nng nhng li kh nhy cm trong vn giao tip ngn ng.
i vi cng tc qung co theo mt nghin cu ca t chc du lch Bc M (1),cho thy hiu qu ca cc loi hnh qung co nh sau:
Loi hnh qung co Tp ch chuyn Website Gi th trc tip T ip th n cc hng l hnh Tp ch ph thng Bo ch Tivi Gian hng trng by Hiu qu (%)
29 28 16 8 7 4 4 4
Loi hnh qung co trn cc tp ch chuyn kh hiu qu, nhng chi ph kh t, nht l nhng quc gia kinh t pht trin. Loi hnh hu hiu th 2 l qung co trn cc website vi chi ph kh thp ang c a chung hin nay v s lng truy cp internet ngy cng gia tng trn th gii. Nhng theo phn tch chng III th hnh thc la chn khch sn thng qua loi hnh ny khng ph bin Saigontourist. Do , cn xy dng chin lc kch hot cho loi hnh qung co ny. Thng tin v khch sn v cc chng trnh khuyn mi cn cp nht thng xuyn v gi n trc tip cho nhng khch hng thn thuc vnhng cng ty c hp ng ring vi khch sn. Saigontourist cn lin kt vi nhng khu vc nh sn bay, cng ty du lch, cc i l v hng khng, nh ga, a im tham quan t thng tin cng ty v cc chng trnh khuyn mi v l hnh, khch sn v c nhng chng
Ngun: Ti liu kho st Travel Strength 1998, American Tourism Organization.
trnh m thc. ng thi c th lp mt trm du lch nh khu vc Ga n Arrival Terminal ca Sn bay cung cp thng tin du lch ca cng ty. Thng tin qung co ca Saigontourist cng nn c t trong cc phng tin vn chuyn khch hng ca Tng cng ty, cc tp san du lch v tp ch ca cng ty hng khng. Xy dng khch sn t chun 5 sao tham gia vo th trng dch v du lch MICE y tnh cnh tranh nhng li rt cn thit cho tng lai khi vic xc tin du lch Vit Nam gt hi c nhng thnh tu hn. nh gi cht lng dch v nh k nhn dng c nhng hn ch trong cht lng dch v v s thay i nhu cu ca khch hng.
4.4 Kin ngh cc gii php v m:

Ngnh du lch Vit Nam hin nay ang pht trin cng vi chin lc tng t trng dch v trong c cu nn kinh t. Tuy nhin, bn cnh nhng thun li th ngnh cng c nhng hn ch lm kim hm s tng trng ca ngnh so vi tim nng hin c do , theo thng k th khch du lch quc t ch lu li Vit Nam trong thi gian rt ngn (bnh qun l 2.1 ngy) so vi cc quc gia trong khu vc. Vy, lm sao thu ht v gi chn du khch? Nguyn Ph Th tng V Khoan nhn nhn rt chnh xc v Ba thiu cho s pht trin ca ngnh du lch Thiu tri thc, thiu tnh chuyn nghip, v thiu vn ha ng x ca ngi lm du.lch , cn c nhng gii php v m Do cho 3 vn ny.
Nhng hn ch trn l ro cn cho s pht trin ngnh du lch ni ring v kinh t ni chung. Xin kin ngh mt s gii php sau: Tng cc Du Lch v Cc Xc tin Du tin hnh nghin cu th trng (s dng cc cng ty chuyn gia trong lnh vc ny) nhn dng chnh xc khng ch nhu cu ca khch du lch m xc nh c cht lng dch v ca ngnh du lch Vit Nam. Cng tc ny l v cng cn thit xy dng mt chin lc pht trin du lch di hi c th v c hiu qu. S dng kt qu nghin cu th trng, lin kt vi cc t chc kinh doanh du lch v cc i tc nc ngoi ang cng hp tc du lch tin hnh chng trnh xc tin qung b du lch ng b v n tng nhng th trng tim nng nng cao mc nhn bit v to n tng tt v hnh nh t nc
con ngi Vit Nam, t cun ht khch du lch tm n Vit Nam. Hoch nh mt cch cht ch, ton din v di hn cc s kin, cc chng trnh l hi phc v du lch to thi gian di cho cng tc qung b chng trnh trn cc knh thng tin ca nc ngoi cng nh hon thin cng tc chun b n khch ca cc t chc kinh doanh du lch trong nc. Thnh lp B phn xc tin du lch ti cc i s qun, lnh s qun Vit Nam cc quc gia c th trng khch tim nng nh Nht, M, c, Nga,.. Lin kt vi cc sn bay trong nc v quc t trng by hnh nh du lch Vit Nam cng cc thng tin v cc chng trnh du lch. n gin ha th tc hnh chnh trong vic xin gip php u t, th tc cp th thc v xut nhp cnh. u t k thut h tr s qu ti ca b
phn hi quan sn bay. C chng trnh o to nng cao nghip v v nng lc phc v cho hi quan sn bay. B Giao thng Vn ti nn lin kt vi cc ngnh hu quan cng nghin cu v nng cp ng b nhng tuyn ng trung tm nhm trnh cc sa cha n l va khng th gii quyt rt ro tnh trng giao thng xung cp va khng mang li hiu qu kinh t do vn nn u t ln tht thot nhiu hin nay. u t nng cp cc im du lch nh bo tng lch s.., xy dng biu tng quc gia cng trnh kin trc, vn ha v l nim t ho ca ngi Vit Nam, y cng l im hp dn du khch v to ngun thu t cc hot ng bn hng lu nim. Pht trin ph ngi Hoa China Town vn sm ut thnh khu vc m thc v thng mi. Ti nng cp s th Saigon, a dng ha cc chng loi ng thc vt, tin n xy dng li cng trnh ny thnh mt Safari ca TPHCM To iu kin thun li m rng a dng ha cc loi hnh gii tr ti cc khu vc trung tm di s gim st ca cc ban ngnh lin quan. C chnh sch gi ph hp cho khch quc t, tin n bi b chnh sch 2 gi trong cc loi hnh gii tr v phng tin giao thng khng to s phn bit.
Tin hnh gio dc v nhn thc vn ha du lch trn cc phng tin thng tin. o to, pht trin ngun nhn lc du lch to ra cc sn phm du lch a dng v hp dn, mang tnh c th ca tng vng. Trn y l nhng gii php v m kin ngh gii quyt ro cn cho s pht trin du lch TPHCM, thnh ph tr c hot ng kinh t vn ha si ng nht Vit Nam. Mc d TPHCM c nhng thun li ring nhng vn khng nm ngoi nhng hn ch trn, nn chng ti khng tin hnh phn tch thm. Tu trung li, trong xu hng ton cu ha hin nay, phm vi du lch ngy cng c m rng. tin xa hn trong quan h ngoi giao v kinh t, Vit Nam ang iu trn nhng phin cui cng ginh chic v gia nhp vo T chc Thng mi th gii (WTO) sn chi chung y ry cnh tranh ca cc nh kinh doanh trn th gii, ng thi tin ti mt Hip nh chung v min th thc trn ton khu vc ASIAN. Nhng c hi ny s m ra mt cnh ca rng ln hn cho th trng du lch Vit Nam. Nm bt c nhng c hi v khc phc nhng hn ch s to thun li hn cho ngnh du lch Vit Nam ni chung v TPHCM ni ring nhanh chng bt kp nhp tng trng ca khu vc ASEAN, tr thnh mt trong nhng im n hp dn v li cun trong th trng du lch y tim nng v cnh tranh cao ny.
KT LUN
Saigontourist l Tng Cng ty hng u trong kinh doanh dch v du lch ca Vit Nam, v va tr thnh thnh vin ca tp on qun l du lch ton cu Radius. Vi nhng thun li ca mnh cng chin lc kinh doanh ng n v ang p dng hin nay s Saigontourist s cng ngnh du lch u t khai thc c hiu qu V p tim n Hidden Charm ng nh khu hiu mi ca du lch Vit Nam. Y thc khng ngng ci tin cht lng dch v s gip h thng khch sn ca Saigontourist t hon thin mnh gp phn phn u a ngnh du lch Vit Nam tr thnh im n an ton v thn thin, nhm t ti mc tiu thu ht 6 triu du khch quc t vo nhng nm 2010.
NHNG IM MI CA TI:
M hnh cht lng dch v nghin cu da trn l thuyt ca Parasuraman, nhng c s iu chnh nhng tiu ch ph hp vi ngnh khch sn. Do vy, Saigontourist c th s dng thang o ny lm nn tng cho nhng nghin cu cht lng dch v sau. Nghin cu ny s gip cho cc nh chin lc ca Saigontourist c c s trong vic la chn nhng gii php cn thit nht hon thin cht lng dch v ca h thng khch sn trc thuc, ng thi tng kh nng cnh tranh v cng c vng chc v tr ca Cng ty trn thng trng.
Nhng gii php, kin ngh vi nh nc cng nh vi Saigontourist c xut da trn hin trng ngnh, yu cu v nh gi khch quan ca du hch quc t.
ti tip cn vi phng php nghin cu th trng v x l thng tin

bng phn mm SPSS. Do , nghin cu t Saigontourist trong bi cnh cnh tranh gy gt ca hi nhp kinh t, xa b t tng c quyn nh nc trc y.
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Vi thi gian kh ngn, nghin cu ch tp trung xem xt mi quan h gia s hi lng v cht lng dch v trong ngnh khch sn. Trn thc t, ngoi nhng nhn t c phn tch th cn mt s nhn t khc gp phn gii thch thm s tha mn v hi lng ca khch hng nh gi c, chng trnh qung b,.. nhng vn ny gi m cho nhng nghin cu tip theo ca Tng Cng ty Du lch Si Gn.

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PHN M U

- 1 -GII PHP NNG CAO CHT

LNG CHUI KHCH SN THUC SAIGONTOURIST TRN A BN TPHCM

- 2 -GII PHP NNG CAO CHT

LNG CHUI KHCH SN THUC SAIGONTOURIST TRN A BN TPHCM

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LNG CHUI KHCH SN THUC SAIGONTOURIST TRN A BN TPHCM

PHM VI V GII HN NGHIN CU:

PHNG PHP NGHIN CU:

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NGHA THC TIN CA TI:

CU TRC NGHIN CU:

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C S L LUN V CHT LNG DCH

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Nu t 1995 1999 bnh qun Vit Nam

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Ngun: Tng Cc Du Lch Vit Nam v S Du Lch TPHCM

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LNG CHUI KHCH SN THUC SAIGONTOURIST TRN A BN TPHCM

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Ngun: Cc Thng K TPHCM

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Bng 1.4 : Cng sut s dng phng bnh qun cc khch sn 3

5 sao ti TPHCM nm 2004 - 2005

S ngy lu tr bnh qun nm 2005 (ngy) 2.1 2.0 2.2

5 sao 4 sao 3 sao Bnh qun

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KHI NIM V CHT LNG DCH V THANG O

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Nhn thc v cht lng dch v

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