Danh Gia Chat Luong Dich Vu Cua Khach San A Chau

TR NG I H C C N TH KHOA KINH T - QU N TR KINH DOANH
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LU N VN T T NGHI P
NH GI CH T L NG D CH V C A KHCH S N CHU
Gio vin h ng d n Ths. INH CNG THNH
Sinh vin th c hi n HUNH B O NG C Mssv: 4074441 L p: Kinh Doanh DL & DV- K33
C n Th, 2011
M CL C Trang CHNG 1: GI I THI U .................................................................................. 1 1.1 L do ch n ti ............................................................................................. 1 1.2 M c tiu nghin c u ........................................................................................ 2 1.2.1 M c tiu chung ............................................................................................. 2 1.2.2 M c tiu c th ............................................................................................. 2 1.3 Ph m vi nghin c u ......................................................................................... 2 1.3.1 a bn nghin c u ....................................................................................... 2 1.3.2 Th i gian nghin c u .................................................................................... 2 1.3.3 i t ng nghin c u ................................................................................... 2 1.4 Cu h i nghin c u .......................................................................................... 2 1.5 L c kh o cc ti li u lin quan ...................................................................... 3 CHNG 2: PHNG PHP LU N V PHNG PHP NGHIN C U... 4 2.1 Phng php lu n ............................................................................................ 4 2.1.1 Cc khi ni m c b n v d ch v v ch t l ng d ch v .............................. 4 2.1.2 nh ngha khch s n v kinh doanh khch s n ........................................... 7 2.1.3 X p h ng khch s n .................................................................................... 10 2.1.4 Ch t l ng d ch v c a khch s n .............................................................. 12 2.1.5 nh gi ch t l ng d ch v ....................................................................... 15 2.2 Phng php nghin c u ............................................................................... 18 2.2.1 Phng php thu th p s li u...................................................................... 18 2.2.2 Quy trnh thu th p v x l s li u ............................................................. 21 2.2.3 Phng php phn tch s li u .................................................................... 21 CHNG 3: T NG QUAN V KHCH S N CHU ............................... 27 3.1 Gi i thi u s l c v khch s n .................................................................... 27 3.2 Ti n nghi v d ch v c a khch s n ............................................................... 27 3.3 C c u t ch c ............................................................................................... 29 3.4 Tnh hnh ngu n nhn l c .............................................................................. 30 3.5 Tnh hnh ho t ng kinh doanh t 2008 - 2010 ........................................... 32 CHNG 4: NH GI C A KHCH HNG V CH T L NG D CH V C A KHCH S N CHU ............................................................................ 35
4.1 Xc nh cc nhn t v ki m nh thang o ................................................. 35 4.2 S l t v thng tin nhn kh u h c c a khch .............................................. 40 4.3 nh gi m c quan tr ng c a cc y u t i v i khch .......................... 45 4.3.1 nh gi m c quan tr ng c a cc y u t i v i khch ........................ 45 4.3.2 Phn tch s khc bi t m c quan tr ng gi a cc nhm khch hng khc nhau v c i m nhn kh u ................................................................................ 47 4.4 nh gi m c th hi n cc d ch v c a khch s n Chu ..................... 51 4.4.1 nh gi m c th hi n cc d ch v c a khch s n Chu .................. 51 4.4.2 Phn tch s khc bi t m c th hi n gi a cc nhm khch hng khc nhau v c i m nhn kh u h c ......................................................................... 52 4.5 So snh i m trung bnh c a m c quan tr ng v m c th hi n ........... 57 4.6 Phn tch hnh vi sau tiu dng c a khch .................................................... 61 4.6.1 M i quan h gi a hi lng v quay tr l i c a khch ................................. 62 4.6.2 M i quan h gi a hi lng v s n lng gi i thi u ...................................... 63 4.7 Phn tch phn bi t s hi lng v s n lng quay l i ..................................... 64 4.7.1 Phn bi t s hi lng ................................................................................... 64 4.7.2 Phn bi t s s n lng quay l i .................................................................... 65 4.8 M hnh IPA .................................................................................................. 70 Chng 5: XU T M T S GI I PHP NNG CAO CH T L NG
D CH V C A KHCH S N CHU .......................................................... 75 5.1 C s ra gi i php ..................................................................................... 75 5.1.1 Cc k t qu t phn tch s li u s c p....................................................... 75 5.1.2 Tnh hnh ngu n nhn l c .......................................................................... 76 5.2 Cc gi i php ................................................................................................. 76 Chng 6: K T LU N V KI N NGH ........................................................... 81 6.1 K t lu n .......................................................................................................... 81 6.2 Ki n ngh ........................................................................................................ 82 TI LI U THAM KH O ................................................................................... 84 PH L C ............................................................................................................ 85
DANH M C B NG Trang B ng 1: C c u khch lu tr t i khch s n Chu qua cc nm 2008 - 2010 .. 20 B ng 2: Phn lo i phng v gi phng nm 2011 ................................................ 27 B ng 3: Phn b s l ng lao ng c a khch s n Chu nm 2011 ................ 31 B ng 4: S l t khch lu tr t i khch s n Chu qua cc nm 2008 -2010 ... 32 B ng 5: Doanh thu t cc ho t ng c a khch s n Chu qua ba nm 2008 2010 ..................................................................................................................... 33 B ng 6: Cc y u t nh gi ch t l ng d ch v .................................................. 35 B ng 7: Ki m nh tin c y c a thang o m c quan tr ng .......................... 37 B ng 8: Ki m nh tin c y c a thang o m c th hi n ............................... 38 B ng 9: Cc y u t nh gi ch t l ng d ch v i u ch nh ................................ 39 B ng 10: Thng tin nhn kh u h c c a khch ...................................................... 40 B ng 11: S khch hng l ng i a phng ...................................................... 42 B ng 12: Thng tin v chuy n i .......................................................................... 43 B ng 13: nh gi m c quan tr ng c a cc y u t ......................................... 45 B ng 14: Ki m nh s khc bi t m c quan tr ng c a nhm gi i tnh ........... 47 B ng 15: Ki m nh s khc bi t m c quan tr ng c a nhm qu c t ch.......... 48 B ng 16: K t qu ki m nh s khc bi t m c quan tr ng theo tu i ......... 49 B ng 17: K t qu ki m nh s khc bi t m c quan tr ng theo thu nh p ...... 49 B ng 18: K t qu ki m nh s khc bi t m c quan tr ng theo trnh h c v n ......................................................................................................................... 50 B ng 19: nh gi c a khch v m c th hi n cc d ch v c a khch s n Chu ..................................................................................................................... 51 B ng 20: K t qu ki m nh s khc bi t v nh gi m c th hi n c a nhm gi i tnh ................................................................................................................. 53 B ng 21: K t qu ki m nh s khc bi t v nh gi m c th hi n c a nhm qu c t ch .............................................................................................................. 54 B ng 22: K t qu ki m nh s khc bi t v nh gi m c th hi n theo tu i ........................................................................................................................ 55 B ng 23: K t qu ki m nh s khc bi t v nh gi m c th hi n theo thu nh p ..................................................................................................................... 55
B ng 24: K t qu ki m nh s khc bi t v nh gi m c th hi n theo trnh h c v n ............................................................................................................. 57 B ng 25: So snh m c quan tr ng - m c th hi n c a 5 nhm ch tiu .... 58 B ng 26: K t qu ki m nh s khc bi t m c quan tr ng m c th hi n c a 18 thu c tnh ................................................................................................... 59 B ng 27: nh gi hnh vi sau tiu dng c a khch ............................................ 61 B ng 28: M i quan h gi a s hi lng v quy t nh quay l i c a khch ......... 62 B ng 29: M i quan h gi a hi lng v d ch v v s s n lng gi i thi u .......... 63 B ng 30: K t qu ki m nh s khc bi t hi lng v d ch v c a khch ............ 64 B ng 31: H s hm phn bi t chu n ha............................................................. 64 B ng 32: K t qu ki m nh s khc bi t s n lng quay l i c a khch ............... 65 B ng 33: M i quan h gi a gi i tnh v s s n lng quay l i .............................. 66 B ng 34: M i quan h gi a qu c t ch v s s n lng quay l i ............................. 67 B ng 35: M i quan h gi a tu i v s s n lng quay l i ................................ 68 B ng 36: M i quan h gi a thu nh p v s s n lng quay l i .............................. 69 B ng 37: M i quan h gi a trnh h c v n v s s n lng quay l i.................. 70
DANH M C HNH Trang Hnh 1: M hnh SERVQUAL v 5 kho ng cch c a ch t l ng d ch v ........... 16 Hnh 2: M hnh m c quan tr ng m c th c hi n .................................... 17 Hnh 3:Quy trnh thu th p v phn tch s li u .................................................... 21 Hnh 4: C c u b my t ch c c a cng ty c ph n khch s n Chu ............ 30 Hnh 5: Trnh h c v n c a nhn vin khch s n.............................................. 32 Hnh 6: Bi u m hnh IPA ............................................................................... 71 Hnh 7: Bi u m hnh IPA i u ch nh ........................................................... 72
nh Gi Ch t L ng D ch V C a Khch S n Chu
CHNG 1 GI I THI U
1.1 L DO CH N TI Hi n nay, lnh v c d ch v ngy cng pht tri n a d ng v i m c cung ng d ch v ngy cng tng. p ng nhu c u ngy cng tng ny, hng lo t cc cng ty ho t ng trong lnh v c d ch v m c ln lm cho mi tr ng c nh tranh ngy cng kh c li t hn. M t ngnh ngh c nhi u i th c nh tranh th th tr ng ngy cng b chia nh . Doanh nghi p mu n ng v ng trn th tr ng, mu n s n ph m d ch v c a mnh c khch hng a chu ng ph i khng ng ng nng cao ch t l ng d ch v c a doanh ngi p mnh. V th , vi c th ng xuyn nh gi ch t l ng d ch v l vi c lm h t s c c n thi t i v i m i doanh nghi p. M t trong nh ng ho t ng ch y u v then ch t c a ngnh du l ch - d ch v l kinh doanh khch s n, ho t ng cung c p cc d ch v nh m th a mn nhu c u n u ng v lu tr c a khch du l ch. V trong qu trnh tm ki m c quan th c t p, em may m n c s gip c a khch s n Chu m t doanh nghi p ho t ng trong lnh v c d ch v v i cc d ch v chnh: phng ngh , nh hng, h i tr ng, t ch c ti c c i, karaoke. Nhn chung, Chu c tn tu i trn th tr ng TP.C n Th nhng lnh v c d ch v ngy cng thu ht thm nhi u doanh nghi p vo kinh doanh i h i tranh Chu nhi u n l c hn n a. S c nh y khng cn ch d a vo gi c n a m ph thu c vo ch t l ng d ch
v c p ng c nhu c u c a khch hng m c tiu t th a mn m t cch t t nh t nhu c u c a khch hng. Khi khch hng c th a mn th khng nh ng h s quay l i m cn gi i thi u v i b n b, ng i thn gip khch s n c thm nhi u khch hng m i. Do , vi c xc nh ch t l ng d ch v hi u r nng l c hi n t i, tm ra c nh ng h n ch trong ho t ng l m t i u c n thi t m khch s n t ra c h ng i ng n trong th i gian t i v hn h t l th a mn c nhu c u ngy cng cao c a cc khch hng. Xu t pht t nh ng l do trn, em quy t nh ch n ti nh gi ch t l ng d ch v c a khch s n Chu lm ti nghin c u lu n vn. GVHD: Ths. inh Cng Thnh 1 SVTH: Hunh B o Ng c
1.2 M C TIU NGHIN C U 1.2.1 M c tiu chung nh gi ch t l ng d ch v hi n t i c a khch s n Chu. T tm ra v phn tch nh ng m t h n ch c a ch t l ng d ch v nh m xu t gi i php nng cao ch t l ng d ch v . 1.2.2 M c tiu c th - M c tiu 1: Xc nh ch t l ng d ch v hi n t i c a khch s n Chu v tm hi u xem nh ng khch hng khc nhau th nh gi ch t l ng d ch v nh th no. - M c tiu 2: Xc nh cc y u t nh h ng n ch t l ng d ch v c a khch s n Chu v nh gi hnh vi sau tiu dng c a khch. - M c tiu 3: ra cc gi i php nh m nng cao ch t l ng d ch v c a khch s n Chu v h n ch nh ng y u km cn t n ng lm nh h ng n ch t l ng d ch v . 1.3 PH M VI NGHIN C U 1.3.1 a bn nghin c u ti nghin c u c th c hi n t i khch s n Chu C n Th. 1.3.2 Th i gian nghin c u - S li u th c p v khch s n Chu c t ng h p t nm 2008 2010. - S li u s c p c thu th p b ng cch ph ng v n khch hng lu tr t i khch s n Chu t thng 2 n 15 thng 4 nm 2011. 1.3.3 i t ng nghin c u i t ng nghin c u trong ti l nh ng khch hng lu tr t i khch s n Chu. 1.4 CU H I NGHIN C U - Ch t l ng d ch v hi n t i c a khch s n Chu t n m c no v c lm hi lng khch hng khng? - Nh ng khch hng khc nhau th nh gi ch t l ng d ch v c gi ng nhau hay khng? - Hi n nay d ch v cu khch s n cn t n t i nh ng h n ch g? GVHD: Ths. inh Cng Thnh
SVTH: Hunh B o Ng c
- Nh ng gi i php no c th nng cao ch t l ng d ch v c a khch s n v kh c ph c nh ng h n ch m khch s n ang g p ph i? 1.5 L C KH O CC TI LI U LIN QUAN ng Th M L (2009), ti nh gi ch t l ng du l ch thnh ph C n Th nh m bi t c ch t l ng du l ch t i thnh ph C n Th. Qua a ra cc gi i php c i thi n, nng cao ch t l ng du l ch c a thnh ph C n Th. Tc gi s d ng phng php so snh tuy t i, tng i, phn tch t n s , phng php th ng k m t , phng php phn tch Cross-Tabulation v cc phng php ki m nh khc gi i quy t cc m c tiu ra . K t qu nghin c u l ch t l ng du l ch c a C n th cn th p, ch khch nh gi m c trung bnh. a s
m c khng hi lng, t l du khch quay l i kh th p.
Tr n Th Thu An (2008), nh gi m c tho mn c a du khch v ch t l ng d ch v c a khch s n Golf C n Th. Tc gi s d ng phng php Willingness To Pay, phng php phn tch Cross-Tabulation gi i quy t cc m c tiu nghin c u a ra. K t qu bi vi t l ch t l ng d ch v khch s n cung c p l tng i t t, bn c nh v n cn m t s h n ch : kh nng giao ti p, trang ph c nhn vin cha lm hi lng v a ra cc gi i php nh: o t o, b i d ng thm ki n th c c n thi t cho nhn vin. c bi t l nhn vin ph c v phng v nhn vin nh hng, thay i trang ph c theo t ng ngy, p ng hn n a nhu c u s d ng Internet c a khch, b i d ng ki n th c c n thi t cho nhn vin qua vi c tm hi u nh ng phong t c, t p qun c a khch du l ch qu c t c cch ph c v cho ph h p nh m nng cao ch t l ng d ch v c a khch s n Golf. Nguy n V Th Bch Trm (2010), nh gi ch t l ng d ch v c a khch s n Kim Th. Tc gi s d ng phng php so snh tuy t i, tng i,
phng php phn tch t n s , phng php th ng k m t , phng php phn tch Cross-Tabulation v cc phng php ki m nh khc gi i quy t cc m c tiu ra. K t qu bi vi t l ch t l ng d ch v c a khch s n Kim Th kh t t, cc khch hng u hi lng khi s d ng d ch v c a khch s n. T l khch hng quay l i kh cao. Tuy nhin, ch t l ng d ch v c a khch s n v n cn m t s h n ch c n kh c ph c. GVHD: Ths. inh Cng Thnh 3 SVTH: Hunh B o Ng c
CHNG 2 PHNG PHP LU N V PHNG PHP NGHIN C U

2.1 PHNG PHP LU N 2.1.1 Cc khi ni m c b n v d ch v v ch t l ng d ch v 2.1.1.1 nh ngha v d ch v Theo quan i m truy n th ng d ch v l nh ng g khng ph i nui tr ng, khng ph i s n xu t. Theo chuyn gia Marketing Philip Kotler: D ch v l m i hnh ng v k t qu m m t bn c th cung c p cho bn kia, ch y u l v hnh v khng d n n quy n s h u m t ci g . S n ph m c a n c th g n hay khng g n v i m t s n ph m v t ch t. Bao qut hn d ch v bao g m ton b s h tr m khch hng trng i, v t ra ngoi s n ph m hay d ch v c b n, ph h p v i gi c , hnh nh v uy tn c lin quan. 2.1.1.2 nh ngha v ch t l ng Ch t l ng l ti m nng c a m t s n ph m hay d ch v nh m th a mn nhu c u ng i s d ng (Tiu chu n Php NF X50 - 109). Ch t l ng l kh nng th a mn nhu c u c a th tr ng v i chi ph th p nh t (GS. Kaoru Ishikawa- Nh t). 2.1.1.3 Khi ni m v ch t l ng d ch v Ch t l ng d ch v l m c chnh l ch gi a s mong i c a khch hng (expectation) v d ch v m khch hng c m nh n c (perception).
(Parasuraman, Zeithaml v Bery, 1985). Ch t l ng d ch v l m c ph h p c a s n ph m d ch v th a mn cc yu c u ra ho c nh tr c c a ng i mua (TCVN & ISO 9000). 2.1.1.4 Thnh ph n ch t l ng d ch v M hnh ch t l ng d ch v c a Prasuraman & c ng s (1985) cho ta b c tranh t ng th v ch t l ng d ch v . Parasuraman & c ng s (1985) cho r ng, b t k d ch v no, ch t l ng d ch v c m nh n b i khch hng c th m hnh thnh 10 thnh ph n, l: 1. Tin c y (reliability) ni ln kh nng th c hi n d ch v ph h p v ng th i h n ngay t l n u tin. GVHD: Ths. inh Cng Thnh 4 SVTH: Hunh B o Ng c
nh Gi Ch t L ng D ch V C a Khch S n Chu 2. p ng (responsiveness) ni ln s mong mu n v s n sng c a nhn vin ph c v cung c p d ch v cho khch hng. 3. Nng l c ph c v (competence) ni ln trnh chuyn mn th c hi n d ch v . Kh nng ph c v bi u hi n khi nhn vin ti p xc v i khch hng, nhn vin tr c ti p th c hi n d ch v , kh nng nghin c u n m b t thng tin lin quan c n thi t cho vi c ph c v khch hng. 4. Ti p c n (access) lin quan n vi c t o m i i u ki n d dng cho khch hng trong vi c ti p c n d ch v nh rt ng n th i gian ch i c a khch hng, a i m ph c v v gi m c a thu n l i cho khch hng. 5. L ch s (courtesy) ni ln tnh cch ph c v ni m n tn tr ng v thn thi n v i khch hng. 6. Thng tin (communication) lin quan n vi c giao ti p, thng t cho khch hng b ng ngn ng m h hi u bi t d dng v l ng nghe nh ng v n lin quan n h nh gi i thch d ch v , chi ph, gi i quy t khi u n i th c m c. 7. Tn nhi m (credibility) ni ln kh nng t o lng tin cho khch hng, lm cho khch hng tin c y vo cng ty. Kh nng ny th hi n qua tn tu i c a cng ty, nhn cch c a nhn vin ph c v giao ti p tr c ti p v i khch hng. 8. An ton (security) lin quan n kh nng m b o s an ton cho khch hng, th hi n qua s an ton v v t ch t, ti chnh cng nh b o m t thng tin. 9. Hi u bi t khch hng (understading/knowing the customer) th hi n qua kh nng hi u bi t nhu c u c a khch hng thng qua vi c tm hi u nh ng i h i c a khch hng, quan tm n c nhn h v nh n d ng c khch hng th ng xuyn. 10. Phng ti n h u hnh (tangibles) th hi n qua ngo i hnh, trang ph c c a nhn vin ph c v , cc trang thi t b ph c v cho d ch v . M hnh 10 thnh ph n ch t l ng d ch v nu trn c u i m l bao qut h u h t m i kha c nh c a d ch v . Tuy nhin, m hnh ny c nh c i m l ph c t p trong vi c o l ng. Hn n a m hnh ny mang tnh l thuy t, c th s c nhi u thnh ph n c a m hnh ch t l ng d ch v khng t c gi tr GVHD: Ths. inh Cng Thnh
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phn bi t. Chnh v v y cc nh nghin c u ny nhi u l n ki m nh m hnh ny v i n k t lu n l ch t l ng d ch v bao g m 5 thnh ph n c b n, l: 1. Tin c y (reliability): Th hi n qua kh nng th c hi n d ch v ph h p v ng th i h n ngay t l n u tin. 2. p ng/Tinh th n trch nhi m (resposiveness): Th hi n qua s
mong mu n, s n sng c a nhn vin ph c v cung c p d ch v k p th i cho khch hng. 3. Nng l c ph c v / m b o (assurance): Th hi n qua trnh chuyn mn v cung cch ph c v l ch s , ni m n v i khch hng. 4. ng c m (empathy): Th hi n s quan tm, chm sc n t ng c nhn khch hng. 5. Phng ti n h u hnh (tangibles): Th hi n qua ngo i hnh, trang ph c c a nhn vin, cc trang thi t b ph c v cho d ch v . Ch tiu nh gi ch t l ng d ch v : G m 5 ch tiu v i 22 thu c tnh: S h u hnh (Tangible): g m 4 thu c tnh. - Trang thi t b c a cng ty XYZ r t hi n i. - C s v t ch t c a cng ty XYZ r t b t m t. - Nhn vin c a cng ty XYZ n m c p, tm t t. - C s v t ch t c a cng ty XYZ c hnh th c, ki u dng h p d n v lin quan n d ch v cung c p. S tin c y (Reliability): G m 5 thu c tnh. - Khi cng ty XYZ h a lm i u g vo th i gian c th hi n. - Cng ty XYZ lun quan tm chn thnh v lm yn lng khch hng khi c v n x y ra v i h . - Cng ty XYZ th c hi n d ch v ng ngay t l n u tin. - Cng ty XYZ lun cung c p d ch v ng th i gian nh h h a. - Cng ty XYZ lun quan tm n vi c gi gn ti ng tm c a mnh. Tinh th n trch nhi m/p ng (Responsiveness): C 4 thu c tnh. - Cng ty XYZ cho khch hng bi t khi no h cung c p d ch v cho khch hng. GVHD: Ths. inh Cng Thnh 6 SVTH: Hunh B o Ng c th h s th c
- Nhn vin c a cng ty XYZ lun nhanh chng ph c v d ch v cho khch hng. - Nhn vin c a cng ty XYZ lun s n lng gip khch hng. - Nhn vin cng ty XYZ khng bao gi qu b n r n khng th p ng yu c u c a khch hng. S m b o/Nng l c ph c v (Assurance): G m 4 thu c tnh. - Khch hng c th tin t ng m i hnh vi c a nhn vin cng ty XYZ. - Khch hng c m th y an ton khi th c hi n giao d ch v i cng ty XYZ. - Nhn vin cng ty XYZ lun ni m n , l ch s v nh nh n v i khch. - Nhn vin lun c cng ty XYZ c p nh t ki n th c, nng cao tay ngh th c hi n t t cng vi c c a h . S c m thng (Empathy): g m 5 thu c tnh. - Cng ty XYZ lun dnh s ch n t ng c nhn khch hng. - Nhn vin cng ty XYZ lun quan tm n khch hng. - Nhn vin cng ty XYZ hi u r nhu c u c a khch hng. - Nhn vin cng ty XYZ lun t l i ch c a khch hng ln hng u. - Cng ty XYZ lm vi c vo nh ng gi thu n ti n cho khch hng c a h . y l 22 thu c tnh do Parasuraman a ra. Tuy nhin, ty thu c vo i u ki n th c t t ng cng ty m c th thm hay b t i m t s thu c tnh. 2.1.2 nh ngha khch s n, kinh doanh khch s n 2.1.2.1 nh ngha khch s n Theo nh nghin c u v du l ch v khch s n Morcel Gotie: Khch s n l ni lu tr t m th i c a du khch. Cng v i cc bu ng ng cn c cc nh hng v i nhi u ch ng lo i khc nhau. Theo nhm tc gi nghin c u M trong cu n sch Wellcome to
hospitality xu t b n nm 1995: Khch s n l ni m b t k ai cng c th tr ti n thu phng ng qua m . M i bu ng ng cho thu bn trong ph i c t nh t hai phng nh (phng ng v phng t m). M i bu ng khch u ph i c gi ng, i n tho i v v tuy n. Ngoi d ch v bu ng ng c th c thm cc d ch v khc nh: d ch v v n chuy n hnh l, trung tm thng m i, nh hng, qu y GVHD: Ths. inh Cng Thnh
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bar v m t s d ch v gi i tr. Khch s n c th c xy d ng
g n ho c bn
trong cc khu thng m i, khu du l ch ngh d ng ho c cc sn bay. Theo T ng c c Du l ch Vi t Nam: Khch s n (Hotel) l cng trnh ki n trc c xy d ng c l p, c quy m t 10 bu ng ng tr ln, m b o ch t l ng v c s v t ch t, trang thi t b , d ch v c n thi t ph c v khch du l ch. 2.1.2.2 nh ngha kinh doanh khch s n Kinh doanh khch s n lc u dng ch ho t ng cung c p ch ng cho khch trong khch s n (Hotel) v qun tr . Khi nhu c u lu tr v n u ng v i cc mong mu n th a mn khc nhau c a khch ngy cng a d ng, kinh doanh khch s n m r ng i t ng v bao g m c khu c m tr i, lng du l ch, cc khch s n cn h , MotelNhng d sao khch s n v n chi m t tr ng l n v l c s chnh v i cc c trng c b n nh t c a ho t ng kinh doanh ph c v nhu c u lu tr cho khch, v v y lo i hnh kinh doanh ny c tn l kinh doanh khch s n. Cc chuyn gia trong lnh v c ny th ng s d ng hai khi ni m: kinh doanh khch s n theo ngha r ng v ngha h p. Theo ngha r ng, kinh doanh khch s n l ho t ng cung c p cc d ch v ph c v nhu c u ngh ngi v n u ng cho khch. Cn theo ngha h p, kinh doanh khch s n ch m b o vi c ph c v nhu c u ng , ngh cho khch. Ngy nay, khi ni m kinh doanh khch s n theo ngha r ng hay ngha h p u bao g m c ho t ng kinh doanh cc d ch v b sung. Cc d ch v b sung ngy cng nhi u v s l ng, a d ng v hnh th c v th ng ph h p v i v tr, th h ng, lo i ki u, quy m v th tr ng khch hng m c tiu c a t ng c s kinh doanh lu tr. Trn phng di n chung nh t, c th a ra nh ngha v kinh doanh khch s n nh sau: Kinh doanh khch s n l ho t ng kinh doanh trn c s cung c p cc d ch v lu tr, n u ng v cc d ch v b sung cho khch nh m p ng cc nhu c u n, ngh v gi i tr c a h t i cc i m du l ch nh m m c ch c li. 2.1.2.3 nh ngha khch c a khch s n Khch c a khch s n l t t c nh ng ai c nhu c u tiu dng s n ph m c a khch s n. H c th l khch du l ch (t cc ni khc ngoi a phng n) v i GVHD: Ths. inh Cng Thnh 8 SVTH: Hunh B o Ng c
m c ch tham quan, ngh ngi th gin, cng v H cng c th l ng i dn a phng hay b t k ai tiu dng nh ng s n ph m c a khch s n nh: t m hi, xoa bp, t ch c ti c c i, n u ng, karaoke, h p h i ngh Nh v y, khch c a khch s n l ng i tiu dng s n ph m c a khch s n khng gi i h n m c ch, th i gian v khng gian tiu dng. C nhi u tiu th c phn lo i khch c a khch s n. Sau y xin trnh by m t s tiu th c ph bi n dng phn lo i khch c a khch s n: a/ Cn c vo tnh ch t tiu dng v ngu n g c c a khch Theo tiu th c ny khch c a khch s n bao g m hai lo i: - Khch l ng i a phng: l nh ng ng i c ni th ng xuyn (c tr v lm vi c) t i a phng ni xy d ng khch s n. H tiu dng cc s n ph m n u ng v b sung (h i h p, gi i tr ) l chnh, r t t s d ng d ch v bu ng ng , n u c th ch y u l mua l v i th i gian s d ng r t ng n. - Khch khng ph i l ng i a phng: g m nh ng khch n t nh ng a phng khc trong n c (khch n i ia) v khch n t cc n c khc (khch qu c t ). H tiu dng h u h t cc s n ph m c a khch s n nh: bu ng ng , n u ng v cc d ch v b sung, gi i tr b/ Cn c vo m c ch chuy n i c a khch: Theo tiu th c ny khch c a khch s n bao g m b n lo i: - Khch th c hi n chuy n i v i m c ch chnh l ngh ngi, th gin. Lo i khch ny cn g i l khch du l ch thu n ty. - Khch th c hi n chuy n i v i m c ch chnh l cng v : i cng tc, i tham d cc h i ngh , h i th o ho c h i ch ; i nghin c u th tr ng, tm i tc lm n, k h p ng - Khch th c hi n chuy n i v i m c ch chnh l thm thn nhn. - Khch th c hi n chuy n i v i m c ch khc nh: tham d cc s ki n th thao, ch a b nh, h c t p, nghin c u c/ Cn c vo hnh th c t ch c tiu dng c a khch: Theo tiu th c ny khch c a khch s n bao g m hai lo i: - Khch tiu dng s n ph m c a khch s n thng qua cc t ch c trung gian (khch i thng qua t ch c). H th ng ng k bu ng ng b i cc i l l GVHD: Ths. inh Cng Thnh 9 SVTH: Hunh B o Ng c
hnh, cng ty l hnh tr c khi n khch s n v c th thanh ton tr c theo gi tr n gi c a cc cng ty l hnh du l ch. - Khch t t ch c tiu dng s n ph m c a khch s n (khch i khng thng qua t ch c). H th ng t tm hi u v khch s n, t ng k bu ng ng tr c khi n khch s n hay c th l khch vng lai (Walk-in Guest) i qua tnh c r vo thu phng. H c th l khch l ho c khch i theo nhm. Ngoi ra ta cn phn lo i khch theo m t s tiu th c khc nh: tu i, gi i tnh, th i gian lu tr Vi c phn lo i khch cng chi ti t s gip cho vi c xy d ng chnh sch s n ph m bm st v i mong mu n tiu dng c a t ng lo i khch, t nng cao hi u qu ho t ng thu ht khch v hi u qu ho t ng kinh doanh c a khch s n. 2.1.3 X p h ng khch s n 2.1.3.1 S c n thi t c a x p h ng khch s n T t c cc qu c gia pht tri n du l ch trn th gi i u c n thi t ph i ti n hnh x p h ng cc khch s n. Tiu chu n x p h ng khch s n l nh ng yu c u, i u ki n c n thi t m cc khch s n ph i m b o. S c n thi t v ngha quan tr ng c a vi c x p h ng khch s n xu t pht t nh ng i m sau: - Tiu chu n ny c dng lm c s xy d ng cc tiu chu n nh m c c th khc nh: tiu chu n xy d ng thi t k khch s n, tiu chu n trang thi t b , ti n nghi trong t ng b ph n c a khch s n, tiu chu n v sinh - Tiu chu n ny cng v i h th ng tiu chu n c th s l c s xc nh h th ng gi c d ch v trong t ng lo i, h ng khch s n. - Lm c s ti n hnh x p h ng khch s n hi n c, qu n l v ki m tra th ng xuyn cc khch s n ny c m b o th c hi n cc i u ki n, yu c u quy nh trong tiu chu n t ra. - Thng qua tiu chu n x p h ng khch s n ch u t xt duy t lu n ch ng kinh t k thu t, c p v n u t cho vi c xy d ng khch s n m i, c i t o ho c nng c p cc khch s n hi n c - Thng qua cc tiu chu n ny c a khch hng c a cc khch s n c th bi t c kh nng, m c ph c v c a t ng h ng khch s n, gip khch l a ch n ni n ngh theo th hi u v kh nng thanh ton c a mnh. GVHD: Ths. inh Cng Thnh 10 SVTH: Hunh B o Ng c
2.1.3.2 X p h ng khch s n trn th gi i cc n c, do c s khc nhau v truy n th ng, t p qun, c i m trong ho t ng kinh doanh khch s n nn tiu chu n x p h ng khch s n cng khng gi ng nhau. c b n sau: 1. Yu c u v ki n trc khch s n. 2. Yu c u v trang thi t b , ti n nghi ph c v trong khch s n. 3. Yu c u v cn b cng nhn vin ph c v trong khch s n. 4. Yu c u v cc d ch v v cc m t hng ph c v khch t i khch s n. Ngoi ra, ph h p v i i u ki n v c i m trong kinh doanh khch s n c a m i n c, tiu chu n phn h ng khch s n c a t ng n c cn a thm ho c ch tr ng hn n cc yu c u c b n, c th khc nhau. V d : Php, ch tr ng nhi u v yu c u ch t l ng d ch v n u ng. Bulgaria c thm yu c u v v sinh, yu c u v xa g n c a khch ph n l n cc n c, tiu chu n x p h ng th ng d a trn 4 yu c u
s n i v i ngu n ti nguyn du l ch. o c thm yu c u v trang tr khch s n v v sinh. c ch tr ng hn v d ch v bu ng.
Trong cch x p h ng khch s n, m i n c cng p d ng m t cch ring. Ngy nay, c nhi u n c p d ng phng php phn h ng theo sao ho c cch x p h ng khc nhng dng k hi u sao th hi n khch s n. 2.1.3.3 X p h ng khch s n Vi t Nam
Vi c xy d ng m t h th ng tiu chu n chu n m c v khoa h c ph c v cho vi c qu n l th ng nh t cc c s kinh doanh khch s n l r t c n thi t. V th , T ng c c Du l ch Vi t Nam ban hnh Quy nh tiu chu n x p h ng khch s n du l ch, ngy 22/6/1994. n ngy 27/4/2001,T ng c c tr ng T ng c c du l ch Vi t Nam ra quy t nh s 02/2001/Q TCDL v vi c b sung, s a i Tiu chu n x p h ng khch s n. V x p h ng, khch s n c x p theo 5 h ng t 1 n 5 sao: l khch s n c c s v t ch t, trang thi t b , ch t l ng ph c v cao, p ng c nhu c u a d ng c a khch du l ch v n, ngh , sinh ho t, gi i tr theo tiu chu n c a t ng h ng, ph h p v i tiu chu n qu c t , c nh gi thng qua 5 nhm ch tiu sau: GVHD: Ths. inh Cng Thnh 11 SVTH: Hunh B o Ng c
1. V v tr, ki n trc. 2. V trang thi t b , ti n nghi ph c v . 3. V cc d ch v trong khch s n v m c ph c v . 4. V nhn vin ph c v . 5. V i u ki n v sinh. 2.1.4 Ch t l ng d ch v c a khch s n 2.1.4.1 Khi ni m ch t l ng d ch v c a khch s n T cc khi ni m v ch t l ng v ch t l ng d ch v . C th ni ch t l ng d ch v khch s n, theo cch ti p c n t gc ng i tiu dng, chnh l m c th a mn c a khch hng c a khch s n. M s th a mn, theo k t qu nghin c u c a ng Donald M.Davidoff, l i c o b i bi u th c tm l: S th a mn = S c m nh n S mong i - Khch hng s b th t v ng n u s c m nh n c a h th p hn s mong ch c a h tr c , khi ch t l ng d ch v khch s n s b nh gi l t i t . - Khch hng s c m th y thch th n u s c m nh n c a h v d ch v l n hn s k v ng m h c tr c , trong tr ng h p ny ch t l ng d ch v khch s n c nh gi l r t tuy t h o. - Khch hng s ch c m th y ch t l ng d ch v khch s n l ch p nh n c n u s c m nh n ng nh s mong ch c tr c khi tiu dng d ch v , trong tr ng h p ny ch t l ng d ch v khch s n ch c xem bnh (t m c). 2.1.4.2 c i m ch t l ng d ch v c a khch s n a/ Ch t l ng d ch v khch s n kh o l ng v nh gi Xt trn gc cc thnh ph n c u thnh nn s n ph m d ch v th s n ph m khch s n g m b n thnh ph n c b n: phng ti n th c hi n d ch v , hng ha bn km, d ch v hi n v d ch v n. V th khi nh gi ch t l ng d ch v khch s n ng i ta ph i nh gi ch t l ng c b n thnh t trn. Th c t , nh gi ch t l ng c a hai thnh ph n u ta c th th c hi n d dng b i l nh ng v t c th , c th s m, nhn th y, o m c. V i hai hnh ph n sau ta khng nhn, khng s c v khng c nh ng th c o c th nn r t kh l ng ha khi nh gi. Ngha l chng ch ph thu c vo s c m nh n c a GVHD: Ths. inh Cng Thnh 12 SVTH: Hunh B o Ng c m c trung
khch hng. Tuy nhin, s c m nh n l i ch u s ph thu c vo cc nhn t ch quan c a m i khch hng, khng c tnh n nh v khng c th c o mang tnh quy c, c th thay i theo th i gian. V v y, cng m t m c cung c p d ch v c a khch s n s c khch hng c m nh n r t khc nhau. b/ Ch t l ng d ch v khch s n ch c nh gi chnh xc qua s c m nh n c a ng i tiu dng tr c ti p s n ph m c a khch s n c i m ny xu t pht t cc l do sau: - Ch t l ng d ch v khch s n ph thu c vo s c m nh n c a ng i tiu dng tr c ti p s n ph m. - Khch hng ng vai tr quan tr ng i v i s n ph m d ch v khch s n. Khch hng chnh l m t thnh vin khng th thi u v tham gia tr c ti p vo qu trnh ny. H v a c ci nhn c a ng i trong cu c, v a c ci nhn c a ng i b ti n ra mua s n ph m c a khch s n. nh gi c a h v ch t l ng d ch v c a khch s n c xem l chnh xc nh t. c/ Ch t l ng d ch v khch s n ph thu c vo qu trnh cung c p d ch v c a doanh nghi p khch s n Khi nh gi ch t l ng d ch v , khch hng th ng d a vo ch t l ng k thu t (Technical quality) v ch t l ng ch c nng (Functional quality). Ch t l ng k thu t g m ch t l ng cc thnh ph n c a c s v t ch t k thu t c a khch s n nh: m c ti n nghi, hi n i c a cc trang thi t b , m c th m m trong trang tr n i th t v thi t k khch s nGip khch hng tr l i cu h i ci g? (What?) khi c m nh n v ch t l ng d ch v khch s n. Ch t l ng ch c nng g m cc y u t lin quan t i con ng i, c bi t l nh ng nhn vin ph c v tr c ti p t i khch s n. l thi , cch ng x , hnh th c b ngoi, trnh tay ngh c a nhn vin. Gip khch hng tr l i cu h i nh th no? (How?) khi nh gi ch t l ng d ch v khch s n. d/ Ch t l ng d ch v khch s n i h i tnh nh t qun cao - Th nh t, l s th ng nh t cao v thng su t trong nh n th c v hnh ng c a t t c cc b ph n, cc thnh vin c a khch s n t trn xu ng d i v m c tiu ch t l ng c n t c c a doanh nghi p. i h i cc ch trng chnh sch kinh doanh c a khch s n ph i ng b v i nhau. GVHD: Ths. inh Cng Thnh 13 SVTH: Hunh B o Ng c
- Th hai, l s ng b , ton di n, tr c sau nh m t v ng nh l i h a m khch s n cng b v i khch hng. Ch t l ng d ch v i h i ph i t t m i lc, m i ni, cho m i khch hng, i h i i v i m i nhn vin t t
c cc b ph n c a khch s n. 2.1.4.3 ngha c a vi c nng cao ch t l ng d ch v c a khch s n a/ Ch t l ng d ch v cao gip gia tng l i nhu n cho khch s n D ch v khch s n r t kh o l ng v nh gi tr c khi mua. Ng i tiu dng th ng d a vo nh ng cn c c tin c y nh thng tin truy n mi ng ho c kinh nghi m c c a b n thn a ra quy t nh l a ch n s n ph m c a cc khch s n h s p t i. Nh v y, ch t l ng d ch v cao khng ch c tc d ng gi khch hng c m cn ko thm khch hng m i m khng h lm cho khch s n t n thm cc chi ph cho ho t ng marketing, qu ng co. i u t o ra l i ch cho doanh nghi p khch s n nh: - Gi m thi u chi ph marketing, qu ng co, t c gi m gi thnh s n ph m. - Tng th ph n v duy tr t c tng tr ng cao v ch tiu khch c a khch s n s lm tng doanh thu cho khch s n. - Tng khch hng th y chung cho khch s n chnh l bi n php nh m tng uy tn cho thng hi u c a khch s n. b/ Tng kh nng c nh tranh v tng gi bn m t cch h p l trn th tr ng Th tr ng khch du l ch l th tr ng khch chnh, quan tr ng nh t c a cc doanh nghi p khch s n. y cng l th tr ng khch kh tnh nh t, c kh nng thanh ton cao v c i h i r t cao v ch t l ng s n ph m m h mua. Khch du l ch s d b thuy t ph c v ch p nh n b ra nhi u ti n hn n u bi t ch c r ng h s mua c nh ng s n ph m c ch t l ng cao. Vi c u t vo ch t l ng d ch v gip cc doanh nghi p tng gi bn s n ph m ln m t cch h p l (tng gi bn ln nhng khch hng v n ch p nh n c) m v n gi c uy tn, danh ti ng v kh ng nh v th trn th tr ng. i u cng c ngha l nng cao ch t l ng d ch v khch s n gip cc khch s n nng cao kh nng c nh tranh c a mnh trn th tr ng. GVHD: Ths. inh Cng Thnh
14
SVTH: Hunh B o Ng c
c/ Gi m thi u cc chi ph kinh doanh cho khch s n - Ch t l ng d ch v c m b o s gi m kh nng m c l i trong qu trnh cung c p d ch v . i u s gip: + T i thi u ha cc hao ph v th i gian v chi ph cho ho t ng ki m tra, gim st qu trnh cung c p d ch v . + Gi m cc chi ph cho vi c s a ch a cc sai st nh: chi ph n b thi t h i cho khch, chi ph x l nh ng phn nn c a khch hng - Ch t l ng d ch v cao s lm gi m cc chi ph b t h p l v nhn l c v: + Nh ng khch s n c ch t l ng d ch v t t s cung c p cho nhn vin mi tr ng lm vi c tch c c. H c khuynh h ng g n b lu di hn v i khch s n. Do s gi m chi ph cho vi c tuy n m , l a ch n l i nhn vin. + kh ng nh v gi ch lm vi c, ng i nhn vin th ng t gic nng cao trnh nghi p v , hon thi n nh ng m t cn thi u p ng yu c u th c t . Nh v y, ch t l ng d ch v cao c a khch s n gip gi m thi u cc chi ph o t o, b i d ng, hu n luy n nhn vin cho khch s n. Tm l i, khng ng ng nng cao ch t l ng d ch v em l i r t nhi u l i ch cho cc doanh nghi p khch s n trong i u ki n kinh doanh hi n nay Vi t Nam. N ng th i cng l i h i t t y u i v i cc khch s n Vi t Nam n u mu n t n t i v pht tri n trong i u ki n kinh doanh th i k h i nh p qu c t . 2.1.5 nh gi ch t l ng d ch v 2.1.5.1 Cc m hnh nh gi ch t l ng d ch v a. M hnh o m c c m nh n- gi tr k v ng SERVQUAL Nm 1985, Parasuraman v c ng s xu t m hnh 5 kho ng cch ch t l ng d ch v cng v i thang o SERVQUAL c nhi u nh nghin c u cho l kh ton di n. B thang o g m 2 ph n, m i ph n c 22 pht bi u nh trnh by ph n ch tiu nh gi ch t l ng d ch v . Ph n th nh t nh m xc nh k v ng c a khch hng i v i lo i d ch v c a doanh nghi p ni chung. Ph n th hai nh m xc nh c m nh n c a khch hng i v i vi c th c hi n d ch v c a doanh nghi p kh o st. Theo m hnh SERVQUAL ch t l ng d ch v c xc nh nh sau: Ch t l ng d ch v = M c c m nh n (P) M c k v ng (E) GVHD: Ths. inh Cng Thnh 15 SVTH: Hunh B o Ng c
Parasuraman v c ng s kh ng nh r ng SERVQUAL l m t cng c o l ng ch t l ng d ch v tin c y v chnh xc, v thang o ny c s d ng r ng ri. SERVQUAL l m hnh o l ng ch t l ng d ch v d a trn nh ng s khc bi t (gap) gi a s k v ng v s c m nh n c a khch hng v d ch v .
Truy n mi ng
Nhu c u c nhn
Kinh nghi m t tr c
Khch hng GAP5
D ch v k v ng D ch v c m nh n Cung ng d ch v GAP3 Chuy n c m nh n thnh cc yu c u d ch v GAP2 C m nh n c a nh cung ng d ch v v s k v ng c a khch

GAP4
GAP1
Thng tin bn ngoi t i khch
Nh cung ng d ch v
Hnh 1: M hnh SERVQUAL v 5 kho ng cch c a ch t l ng d ch v - M hnh m c c m nh n SERVPERF M hnh m c c m nh n SERVPERF do Cronin v Taylor xy d ng vo nm 1992 nh m kh c ph c nh ng h n ch c a SERVQUAL. C 2 m hnh u c s d ng r ng ri trong o l ng ch t l ng du l ch v d ch v . M hnh no t t hn m hnh no v n ang cn gy nhi u tranh ci. SERVPERF tng t nh SERVQUAL, m hnh ny v n s d ng 5 ch tiu v 22 thu c tnh c a Parasuraman o l ng ch t l ng d ch v . Tuy nhin SERVPERF ch yu c u khch hng nh gi m c c m nh n c a h v d ch v sau khi h s d ng d ch v .
GVHD: Ths. inh Cng Thnh
16
SVTH: Hunh B o Ng c
- M hnh m c quan tr ng m c th c hi n (IPA) M hnh m c quan tr ng m c th c hi n (Importance - Performnce Analysis _ IPA) do Martilla & James xy d ng vo nm 1977, l m t trong nh ng phng php o l ng ch t l ng d ch v c s d ng r ng ri. M hnh IPA o l ng ch t l ng d ch v d a vo s khc bi t gi a ki n khch hng v m c quan tr ng c a cc ch tiu v m c th c hi n cc ch tiu c a nh cung ng d ch v (I-P gaps). M hnh ny phn lo i nh ng thu c tnh o l ng ch t l ng d ch v , cung c p cho nh cung ng d ch v nh ng thng tin b ch v i m m nh v i m y u c a nh ng d ch v m mnh cung c p cho khch hng. T nh qu n tr cung ng d ch v s c nh ng quy t nh chi n l c ng n nng cao ch t l ng d ch v . K t qu t s phn tch m c quan tr ng v m c th c hi n c th hi n ln s IPA v i tr c tung (Y) th hi n m c quan tr ng v tr c honh (X) th hi n m c th c hi n: Cao
PH N I M c quan tr ng cao M c th c hi n th p T p trung pht tri n
PH N II M c quan tr ng cao M c th c hi n cao Ti p t c duy tr
M c quan tr ng
PH N III M c quan tr ng th p M c th c hi n th p H n ch pht tri n
PH N IV M c quan tr ng th p M c th c hi n cao Gi m s u t
Th p Th p M c th c hi n Cao
Hnh 2: M hnh m c quan tr ng m c th c hi n
2.1.5.2 L a ch n m hnh nghin c u nh gi ch t l ng d ch v c nhi u phng php v 3 phng php trn l cn b n. M i phng php u c nh ng u v nh c i m ring. Ty GVHD: Ths. inh Cng Thnh 17 SVTH: Hunh B o Ng c
t ng tr ng h p v i u ki n ring m ta ch n m hnh thch h p cho t ng nghin c u th c t . M hnh SERQUAL c h n ch l b ng cu h i di v ph c t p d gy nh m l n cho ng i tr l i. Nhng m hnh ny l i th hi n c thng tin then ch t nh h ng n m c c m nh n ch t l ng d ch v c a khch hng l s k v ng v n cng c th nh gi c ch t l ng d ch v m t cch chi ti t. Ng c l i, m hnh SERVPERF n gi n hn, hi u qu hn khi o l ng ch t l ng d ch v cch khi qut. M hnh m c quan tr ng - m c th c hi n (IPA), g m 2 ph n. Thng tin thu c u tin l ki n c a khch hng v m c quan tr ng c a cc thu c tnh, cc y u t . Ph n th hai l c m nh n, nh gi c a khch hng v m c th c hi n/p ng c a nh cung c p d ch v m h nh n c. Trong ngnh du l ch d ch v , chng ta c n ph i am hi u th t k nhu c u, mong mu n c a du khch c th thi t k cc s n ph m d ch v ph h p v cung c p d ch v t t nh t. Do , chng ta c n bi t c khch hng c a chng ta quan tm, xem tr ng y u t no. Chnh v v y, m hnh IPA c ch n l a lm c s nh gi cho ti nghin c u ny. 2.2 PHNG PHP NGHIN C U 2.2.1 Phng php thu th p s li u - S li u th c p S li u th c p c t ng h p t cc ngu n: C quan th c t p Khch s n Chu: + S li u v tnh hnh ho t ng kinh doanh c a khch s n + S li u v s l ng nhn vin, trnh h c v n c a nhn vin c a khch s n lm c s xu t gi i php - S li u s c p Ngu n s li u s c p c thu th p b ng cch ph ng v n tr c ti p khch thu phng c a khch s n. V lu n vn s ti n hnh trn c s nghin c u ch t l ng d ch v thng qua nh gi c a khch hng nn c n ph i ti n hnh nh ng cu c ph ng v n khch hng v phn tch cc s li u . GVHD: Ths. inh Cng Thnh
18
SVTH: Hunh B o Ng c
B ng cu h i s d ng thang o Likert 5 m c , t (1) R t th p n (5) R t cao. Cc thu c tnh a ra nh gi ch t l ng d ch v n m trong 5 ch tiu do Parasuraman v cc c ng s kh i x ng v pht tri n (1985). B ng cu h i g m ba ph n chnh: + Ph n m t: Cc cu h i v thng tin chuy n i, s l n n khch s n Chu, th i gian lu l i khch s n + Ph n hai: Khch s c h i v m c quan tr ng c a h i v i ch t l ng d ch v khch s n v nh gi c a h v m c th hi n c a Chu sau khi s d ng cc d ch v t i y. M t s ki n nh n xt v hnh vi sau tiu dng c a khch. + Ph n ba: G m cc cu h i v thng tin c nhn c a khch nh: tu i, gi i tnh, thu nh p, qu c t ch, trnh dng th ng k phn lo i sau ny. 2.2.1.1 Phng php ch n m u ti nghin c u v ch t l ng d ch v c a khch s n d a trn nh gi c a khch hng nn i t ng ph ng v n s l cc khch hng lu tr t i khch s n Chu t nh t 1 m. Phng php ch n m u c a ti l phng php ng u nhin phn t ng theo tiu th c phn vng a l, i t ng ph ng v n c chia thnh 2 nhm: khch qu c t v khch n i a. Cch ti n hnh ch n m u ng u nhin phn t ng: - Xc nh danh sch c a t ng th . Ty thu c vo n i dung nghin c u, ta ch n m t tiu th c phn t ng thch h p. Cc tiu th c phn t ng c th l: tu i tc, gi i tnh, thu nh p, vng dn c, - Cn c vo tiu th c phn t ng thch h p ta ti n hnh chia t ng th thnh t ng nhm nh . T tnh ra t l hay t tr ng c a t ng nhm trong t ng th . - Sau ti n hnh ch n m u ng u nhin trong t ng nhm theo t l tng x ng v i kch th c c a nhm. Phng php ch n m u phn t ng c s d ng ph bi n v n c nhi u u i m hn cc phng php khc. Theo phng php ny, m u c ch n c tnh i di n cho t ng th cao hn, gi m ng k sai s trong nghin c u, c th ch n t m u ti t ki m th i gian v chi ph.
19
SVTH: Hunh B o Ng c
2.2.1.2 Xc nh c m u D a vo s l ng khch qu c t v n i a n khch s n Chu trong 3 nm t 2008 2010. Em tnh c t tr ng c a t ng nhm khch nh sau:
B ng 1: C C U KHCH LU TR T I CHU QUA CC NM 2008- 2010 vt: l t khch Ch tiu Khch n i a Khch qu c t T ng c ng Nm 2008 5.004 1.951 6.955 Nm 2009 6.276 1.124 7.400 Nm 2010 7.816 766 8.582 T tr ng (%) 83,25 16,75 100,00
(Ngu n: Phng k ton, Khch s n Chu)
Thng th ng cc nh nghin c u trong th c t th ng s d ng c m u b ng ho c l n hn 100 m khng c n tnh ton c m u v c m u ny thu c m u l n b o m cho tnh suy r ng (Lu Thanh c H i - V Th Thanh L c, Nghin C u Marketing m u nghin c u. T b ng c c u khch ta tnh c t l khch n i a chi m 83,25 % v khch qu c t chi m 16,75% trong t ng s du khch. Do , trong 100 m u th s m u khch n i a l 83 m u v khch qu c t l 17 m u. Trong : 83,25 (%) = ng D ng, trang 196). Do , em ch n c m u 100
5 . 004 + 6 . 276 + 7 . 816 100 % 6 . 955 + 7 . 400 + 8 . 582

1 . 951 + 1 . 124 + 766 6 . 955 + 7 . 400 + 8 . 582 100 %
16,75 (%) =
20
SVTH: Hunh B o Ng c
2.2.2 Quy trnh thu th p v x l s li u
Xc nh cc bi n a vo b ng cu h i
Thi t k b ng cu h i
Thu m u
B s li u chnh M ha nh p li u th c Th ng k m t Thng tin nhn kh u v thng tin chuy n i c a khch hng S hi lng, s n lng quay l i v s n lng gi i thi u
Phn tch phn bi t v phn tch Crosstabulation
M c quan tr ng (I)
M c th hi n (P)
Ki m nh Independent Samples T- test v ANOVA
nh gi m c quan tr ng cc thnh ph n d ch v
Ki m nh Paired Samples T - test
nh gi m c th hi n cc thnh ph n d ch v
So snh s khc bi t m c quan tr ng v nh gi m c th hi n
M hnh IPA
nh gi ch t l ng d ch v
Hnh 3: Quy trnh thu th p v phn tch s li u
2.2.3 Phng php phn tch s li u Sau khi m ha, s li u c a vo phn tch d i s h tr c a ph n m m SPSS ch y phn tch th ng k, th c hi n cc ki m nh. M c tiu 1: Xc nh ch t l ng d ch v v tm hi u cc nh gi c a khch hng. S d ng cc phng php phn tch sau: 2.2.3.1 Phn tch t n s (Frequency Analysis) Phn tch t n s dng th ng k t n s , s l n xu t hi n c a m t quan st, m t bi n no . Trong bi nghin c u ny s d ng phn tch t n s th ng k cc y u t v nhn kh u h c v thng tin v chuy n i c a khch hng nh: GVHD: Ths. inh Cng Thnh 21 SVTH: Hunh B o Ng c
tu i, gi i tnh, Th ng k m t s ki n nh n xt v hnh vi sau tiu dng c a khch hng nh: s hi lng, s n lng quay l i, s n lng gi i thi u. 2.2.3.2 Phn tch th ng k m t (Descriptive statistics) Th ng k m t c th c nh ngha nh l phng php c lin quan n vi c thu th p s li u, tm t t, trnh by, tnh ton, cc c trng khc nhau ph n nh m t cch t ng qut i t ng nghin c u. Phng php ny c s d ng trong bi nghin c u ny phn tch thng tin v i t ng ph ng v n, tnh tr s trung bnh Mean, gi tr l n nh t Max, gi tr nh nh t Min ngha c a t ng gi tr trung bnh i v i thang o kho ng: Gi tr kho ng cch = ( Maximum-Minimum)/n = (5-1)/5 = 0,8 Gi tr trung bnh 1,00-1,80 1,81-2,60 2,61-3,40 3,41-4,20 4,21-5,00 ngha R t khng ng /R t khng hi lng/ r t khng quan tr ng Khng ng / khng quan tr ng/khng hi lng Khng ki n/ Trung bnh ng / Hi lng/ Quan tr ng R t ng / R t quan tr ng/ R t hi lng
2.2.3.3 Ki m nh tin c y c a thang o b ng h s Cronbach Alpha H s c a Cronbach l m t php ki m nh th ng k v m c ch t ch m cc m c h i trong thang o tng quan v i nhau. Cng th c c a Cronbach l:
=N/[1+(N-1)]
Trong : l h s tng quan trung bnh gi a cc m c h i. Theo quy c th m t t p h p cc m c h i dng o l ng c nh gi l t t ph i c h s 0,8. Nhi u nh nghin c u ng khi Cronbach t 0,8 n g n 1 l thang o t t, t 0,7 n g n 0,8 l s d ng c. Cng c nh nghin c u ngh r ng Cronbach Alpha t 0,6 tr ln l c th s d ng c trong tr ng h p khi ni m ang nghin c u l m i ho c m i i v i ng i tr l i trong b i c nh nghin c u. (Nunnally, 1978; Peterson, 1994; Slater, 1995). GVHD: Ths. inh Cng Thnh 22 SVTH: Hunh B o Ng c
2.2.3.4 Ki m nh tr trung bnh c a hai t ng th - tr ng h p m u c l p ( Independent Sample T- test) Php ki m nh ny c s d ng trong tr ng h p chng ta c n so snh tr trung bnh v m t ch tiu nghin c u no gi a hai i t ng m chng ta quan tm. Ch c hai bi n tham gia trong m t php ki m nh trung bnh: m t bi n nh l ng d ng kho ng cch hay t l tnh trung bnh v m t bi n nh tnh dng chia nhm ra so snh. Tr c khi th c hi n ki m nh trung bnh, ta c n ph i th c hi n ki m nh s b ng nhau c a hai phng sai t ng th . Ki m nh ny c tn l ki m nh Levene, v i gi thi t H0 r ng phng sai c a hai t ng th b ng nhau. K t qu c a vi c bc b hay ch p nh n H0 nh h ng r t quan tr ng n vi c chng ta s ch n l a lo i ki m nh gi thi t v s b ng nhau gi a hai trung bnh t ng th no: ki m nh trung bnh v i phng sai b ng nhau hay ki m nh trung bnh v i phng sai khc nhau. N u gi tr Sig. trong ki m nh Levene (ki m nh F) < (m c ngha) th phng sai c a 2 t ng th khc nhau, ta s d ng k t qu ki m nh t Equal variances not assumed. N u Sig. trong ki m nh Levene (ki m nh F) th phng sai c a 2 t ng th khng khc nhau, ta s d ng k t qu ki m nh t assumed. N u Sig. trong ki m nh t th c s khc bi t c ngha v trung bnh c a 2 t ng th . N u Sig. trong ki m nh t > th khng c s khc bi t c ngha v trung bnh c a 2 t ng th . Trong nghin c u ny, s d ng phng php ki m nh tr trung bnh c a hai t ng th - tr ng h p m u c l p nh m m c ch ki m nh s khc bi t v nh gi m c quan tr ng v m c th hi n gi a cc khch hng c qu c t ch v gi i tnh khc nhau. 2.2.3.5 Phn tch phng sai ANOVA C th ni phn tch phng sai l s m r ng c a ki m nh t, v phng php ny gip ta so snh tr trung bnh c a 3 nhm bi n phn lo i tr ln. K GVHD: Ths. inh Cng Thnh 23 SVTH: Hunh B o Ng c dng Equal variances dng
thu t phn tch phng sai c dng ki m nh gi thi t cc t ng th nhm (t ng th b phn) c tr trung bnh b ng nhau. K thu t ny d a trn c s tnh ton m c bi n thin trong n i b cc nhm v bi n thin gi a cc trung bnh nhm. D a trn hai c l ng ny c a m c bi n thin ta c th rt ra k t lu n v m c khc nhau gi a cc trung bnh nhm. Trong ph m vi ti ny phn tch phng sai m t y u t (One Way ANOVA) c s d ng nh m m c ch ki m nh s khc bi t v nh gi m c quan tr ng v m c th hi n gi a cc khch hng c tu i, thu nh p, trnh h c v n khc nhau. M t s gi nh i v i phn tch phng sai m t y u t : - Cc nhm so snh ph i c l p v c ch n m t cch ng u nhin - Cc nhm so snh ph i c phn ph i chu n ho c c m u ph i l n c xem nh ti m c n phn ph i chu n. - Phng sai c a cc nhm so snh ph i ng nh t. Gi thi t: H0 : khng c s khc bi t gi a cc bi n trong ki m nh. H1 : c s khc bi t gi a cc bi n trong ki m nh. N u gi nh t ng th c phn ph i chu n v i phng sai ng nh t khng p ng c th chng ta s chuy n s d ng ki m nh Kruskal - Wallis thay th cho ANOVA. 2.2.3.6 Ki m nh tr trung bnh c a hai m u ph thu c hay phn ph i t ng c p (Paired-Samples T-test) y l lo i ki m nh dng cho 2 nhm t ng th c lin h v i nhau. D li u c a m u thu th p d ng thang o nh l ng, kho ng cch ho c t l . Qu trnh ki m nh s b t u v i vi c tnh ton chnh l ch gi tr trn t ng c p quan st b ng php tr , sau ki m nghi m xem chnh l ch trung bnh c a t ng th c khc 0 hay khng, n u khng khc 0 t c l khng c s khc bi t. L i th c a php ki m nh ny l lo i tr c nh ng y u t tc ng bn ngoi vo nhm th . i u ki n p d ng Paired-samples T- test l kch c 2 m u so snh ph i b ng nhau v chnh l ch gi a cc gi tr c a 2 m u ph i c phn ph i chu n ho c c m u ph i l n xem nh x p x phn ph i chu n. GVHD: Ths. inh Cng Thnh
24
SVTH: Hunh B o Ng c
Gi thi t: H0: Khng c s khc bi t v gi tr trung bnh c a hai nhm. H1: C s khc bi t v gi tr trung bnh c a hai nhm. N u m c ngha quan st Sig. (2 tailed) (m c ngha) th ki m nh hon ton c ngha, bc b gi thuy t H0, ta k t lu n r ng c s chnh l ch c ngha th ng k gi a 2 bi n. Trong bi nghin c u ny dng Ki m nh so snh c p ki m nh xem c s khc bi t no gi a m c quan tr ng c a khch hng v cc thu c tnh ch t l ng d ch v v m c th hi n c a khch s n v cc thu c tnh hay khng v n u c th khc nhau ra sao. M c tiu 2: Xc nh cc nhn t nh h ng n ch t l ng d ch v c a
khch s n v cc hnh vi sau tiu dng c a khch hng. ti s d ng cc phng php phn tch sau gi i quy t m c tiu: 2.2.3.7 Phn tch phn bi t Phn tch phn bi t (phn tch bi t s ) l m t k thu t phn tch d li u khi bi n ph thu c l bi n phn lo i v bi n c l p l bi n nh l ng (thang o kho ng hay t l ). Cc m c tiu c a phn tch phn bi t l: - Nghin c u xem c s khc bi t c ngha t n t i gi a cc nhm v n i dung c a cc bi n c l p khng - Xc nh nh ng bi n c l p no l nguyn nhn l n nh t gy ra nh ng s khc bi t gi a cc nhm. - Phn lo i nhm ny v i nhm khc d a vo cc gi tr c a bi n c l p. - Pht tri n nh ng hm phn bi t k t h p tuy n tnh nh ng nhn t d bo. C hai tr ng h p phn tch bi t s l: + Phn tch bi t s hai nhm: Khi bi n ph thu c ch c 2 bi u hi n. + Phn tch bi t s b i: Khi bi n ph thu c c 3 hay nhi u bi u hi n. Trong nghin c u ny s d ng phn tch bi t s 2 nhm phn bi t s hi lng v s s n lng quay l i. 2.2.3.8 Phn tch b ngcho (Crosstabulation): Cross Tabulation l m t k thu t th ng k m t hai hay ba bi n cng lc v b ng k t qu ph n nh s k t h p hai hay nhi u bi n c s l ng h n ch GVHD: Ths. inh Cng Thnh 25 SVTH: Hunh B o Ng c
trong phn lo i ho c trong gi tr phn bi t. Trong ti ny s s d ng phn tch Cross Tabulation hai bi n ki m nh m i quan h gi a s hi lng v quy t nh quay l i, gi a s hi lng v s n lng gi i thi u, quy t nh quay l i v i cc bi n nhn kh u h c nh: tu i, gi i tnh, thu nh p, trnh h c v n, qu c t ch. B ng phn tch Cross Tabulation hai bi n cn c g i l b ng ti p lin. Vi c phn tch cc bi n theo c t hay theo hng l ty thu c vo vi c bi n c xem xt l bi n c l p hay bi n ph thu c. Thng th ng, bi n x p theo c t l bi n c l p v bi n x p theo hng l bi n ph thu c. Trong phn tch, ta cng c n quan tm n gi tr ki m nh. y phn ph i Chi - bnh phng cho php ta ki m nh m i quan h gi a cc bi n. Gi thi t: H0: Khng c m i quan h gi a cc bi n. H1: C m i quan h gi a cc bi n. Gi tr ki m nh Chi - bnh phng trong k t qu cung c p m c ngha c a ki m nh (Sig.). N u m c ngha ny (m c ngha) th ki m nh hon ton c ngha, ta bc b gi thuy t H0, ngha l cc bi n c lin h nhau. Ng c l i th cc bi n khng c lin h nhau. 2.2.3.9 M hnh IPA S d ng m hnh o l ng ch t l ng d ch v IPA nh gi ch t l ng d ch v : + Tm hi u ki n c a khch hng v m c quan tr ng c a cc y u t khi tiu dng cc d ch v c a khch s n. + Tm hi u ki n nh gi v m c th hi n c a khch hng sau khi s d ng d ch v t i khch s n Chu. V bi u th hi n s phn b c a cc thu c tnh trn b n gc ph n t. D a vo s phn b c a cc bi n a ra cc nh n xt ph n no nn ti p t c t p trung u t pht tri n, ph n no nn h n ch pht tri n M c tiu 3: ra cc gi i php nh m nng cao ch t l ng d ch v c a khch s n Chu v h n ch cc y u km. T k t qu phn tch, nh gi c a m c tiu 1, 2 rt ra cc k t lu n v ra cc gi i php. GVHD: Ths. inh Cng Thnh 26 SVTH: Hunh B o Ng c
CHNG 3 T NG QUAN V KHCH S N CHU

3.1 GI I THI U S L C V KHCH S N Khch s n Chu t tiu chu n 2 sao tr c thu c cng ty C ph n Thng nghi p C n Th (CTC). Khch s n Chu l doanh nghi p Nh n c C ph n ha, c S K Ho ch u T Thnh Ph C n Th c p gi y ph p ng k kinh doanh s 1800576757 ngy 21.01.2005 (ng k thay i v c p l i 6 l n). T a l c t i trung tm thnh ph C n Th - m t thnh ph si ng v pht tri n b c nh t c a ng b ng sng C u Long. - a ch : S 91, Chu Vn Lim, P. An L c, Q. Ninh Ki u, Tp. C n Th - Tel: (84)071.812800 - 812808 - Fax: (84)071.812779 - Email: asiahotel@hcm.vnn.vn - Website: www.asiahotelct.com n nay khch s n Chu v ang l i m n khng th thi u trong hnh trnh c a du khch trong v ngoi n c khi n thm mi n Ty Nam B . 3.2 TI N NGHI V D CH V - D ch v phng ngh Khch s n Chu c 22 phng ng tiu chu n, trang thi t b ng b hi n i theo tiu chu n x p h ng c a T ng c c Du l ch Vi t Nam v i nhi u lo i phng cho khch l a ch n. Phn lo i theo gc nhn, s sang tr ng v ti n nghi th khch s n Chu c 3 lo i phng.
B ng 2 : PHN LO I PHNG V GI PHNG NM 2011 LO I PHNG C BI T I II S L NG 06 07 09 (Ngu n: Khch s n Chu ) GI (VN) 480.000 380.000 320.000
27
SVTH: Hunh B o Ng c
Gi phng bao g m: - Tri cy t phng - Thu VAT + ph ph c v . - N c su i. Trong : + Lo i T BI T: 01 gi ng i + 01 gi ng n: my l nh, TV Parabol, b n t m, t l nh, i n tho i, IDD, n c nng l nh, ban cng ring, Amenities (kem, bn ch i nh rng, d u g i, l c) c ban cng, c a s ring. + Lo i I: 02 gi ng n: trang thi t b gi ng phng C BI T nhng khng c ban cng, c a s ring. + Lo i II: 01 gi ng i: My l nh, TV Parabol, b n t m, t l nh, i n tho i, IDD, n c nng l nh, Amenities (kem, bn ch i nh rng, d u g i, l c) + u i gi cho khch on, khch di h n. - D ch v Internet - n sng theo th c n.
+ H th ng bu ng phng thong mt v i sn lt th m, my l nh, truy c p internet mi n ph, wi-fi c - Nh hng Chu: + t t i t ng tr t v l u 1: Sang tr ng, m cng, s c ch a 700 khch. Th c n phong ph v i cc mn n , u, ph c v ti c c i, lin hoan, sinh nh t, h i ngh + Nh hng ph c v i m tm sng theo th c n, th i gian ph c v t 6h9h30. + i ng nhn vin c o t o qua cc tr ng nghi p v , nhi u th c n a d ng phong ph v i cc mn n u, , c bi t l cc mn n truy n th ng c trng c a mi n sng n c thch h p qu khch hng l a ch n cho vi c t ch c h i ngh khch hng, ti c sinh nh t, h p bo - D ch v Karaoke v cc d ch v khc: + D ch v Karaoke: G m 9 phng Kararaoke v i h th ng m thanh ch t l ng, phng r ng ri, n i th t n t ng. + Cc d ch v b sung: Cho thu xe, gi t i, i ng ai t , cc tour du l ch xanh tham quan vng sng n c nh: ch n i Ci Rng, Phong i n, V n tri GVHD: Ths. inh Cng Thnh 28 SVTH: Hunh B o Ng c t t c cc khu v c trong khch s n.
cycng nh cc i m du l ch h p d n khc thu c vng ng B ng sng C u Long v trong c n c. Phng h i ngh : Ph c v cc cu c h i th o, h i ngh v i trang thi t b hi n i, ph c v a d ng cc cu c h i th o v i quy m khc nhau. H th ng m thanh nh sng ti n nghi. Kinh doanh r u, bia D ch v h tr khch hng: d ch v Internet, Fax, photocopy 3.3 C C U T CH C C c u t ch c c a khch s n Chu c t ch c theo m hnh t ch c tr c tuy n ch c nng. Cc phng ban, b ph n u ch u s lnh o c a H i ng Qu n tr v Ban Gim c cng ty. - u i m: + Nhn vo c c u b my t ch c ta th y c s tinh gi m trong khu nhn s c a cng ty, gip gi m c chi ph v nhn cng qua gip tng l i nhu n trong kinh doanh, tng tnh c nh tranh. + S d ng thng tin hai chi u nh m h tr k p th i cc ki n ch o c a c p trn. - Nh c i m: + Do tinh gi m nhn s trong kinh doanh nn m i nhn vin trong cng ty ph i kim nhi m m t ho c hai cng vi c. Do , i h i i ng cn b nhn vin trong cng ty ph i c nghi p v chuyn mn cao, c tm huy t th m i m nhi m c cng vi c c giao. + D c s sai st trong khu qu n l u vo v u ra, khng su st ho c khi c s c x y ra s khng p ng k p th i.
29
SVTH: Hunh B o Ng c
Sau y l s c c u t ch c c a khch s n Chu: H I NG QU N TR GIM C
PH GIM C TI CHNH
PH GIM C MARKETING
PHNG K TON HNH CHNH
Nh Hng
B ph n b p
B ph n L tn
B ph n ph c v bu ng
B ph n Karaok e
B ph n B ov
B ph n T pv
B ph n B o tr
Hnh 4: C c u b my t ch c c a Cng ty C Ph n Khch s n Chu Trong : ki n ch o c p trn ki n ph n h i t c p d i 3.4 TNH HNH NGU N NHN L C C A KHCH S N Hi n t i khch s n Chu c 49 ng i ( g m 24 nam, 25 n ) tham gia vo qu trnh t o ra s n ph m d ch v . Trong nhn s tng i ng u th hi n b ng 3 nh sau: cc b ph n c phn b
30
SVTH: Hunh B o Ng c
Stt 1 2 3 4 5 6 7 8 9 10
B ng 3: PHN B S L NG LAO NG C A KHCH S N CHU NM 2011 (vt: Ng i) Phng ban n v tr c thu c S lao ng T l (%) Ban Gim c Phng nghi p v K ton Hnh chnh B phn Nh hng B ph n B p B ph n L tn B ph n ph c v Bu ng B ph n B o v B ph n T p v B ph n B o tr B ph n Karaoke T ng c ng 2 4 11 8 4 5 6 3 2 4 49 4,08 8,16 22,45 16,33 8,16 10,20 12,25 6,12 4,08 8,16 100
( Ngu n: Phng k ton, Khch s n Chu ) Xt v trnh h c v n, s nhn vin c trnh i h c ch chi m kho ng 6%. S cn l i chi m ph n l n l trnh trung c p v 12/12. Xt trong th c t c nh tranh hi n nay, v do c i m c a ngnh kinh doanh d ch v th gi tr c a ngu n nhn l c l r t l n gp ph n t o ra s n ph m d ch v hon h o. Chnh v v y m ngoi kinh nghi m lm vi c, trnh c a nhn vin lun c c lnh o doanh nghi p v khch hng quan tm.
3 6%
10 20%
ih c Trung c p - Cao ng Trung h c tr xu ng
36 74%
Hnh 5: Trnh h c v n c a nhn vin khch s n GVHD: Ths. inh Cng Thnh 31 SVTH: Hunh B o Ng c
3.5 TNH HNH HO T NG KINH DOANH T
2008 - 2010
Trong giai o n 2008 2010, tnh hnh kinh doanh c a khch s n Chu tng i kh quan th hi n t ng s l t khch n khch s n lu tr qua m i nm u tng. C th , nm 2008 khch s n Chu n ti p c m t s l ng khch l 6.955 l t. n nm 2009, t ng s khch lu tr t i khch s n Chu l 7.400 l t, tng 445 l t, tng ng tng 6,39 % so v i nm 2008. B c sang nm 2010 con s ny c nng ln 8.582 l t, 1.182 l t, tng ng tng 15,97 % so v i nm 2009. V s li u b ng cng cho th y, khch n i a l i
t ng khch ch y u c a Chu, lun chi m hn 70% trong t ng s khch c a khch s n v lun tng qua cc nm t 2008 2010. Nguyn nhn chnh l do s thu ht c a l h i Va B Cha X t i An Giang (24/4 m l ch) ko di t thng 2 n kho ng thng 6 dng l ch, nn cc du khch k t h p du l ch t i C n Th v Chu c - An Giang, v kho ng cch gi a hai ni khng xa, c th i v trong ngy. ng ch trong khi t ng l t khch lu tr tng nhng s khch qu c t l i gi m t nm 2008 2010. Nguyn nhn chnh l do C n Th hi n nay c kh nhi u cc khch s n m i c xy d ng v i i t ng khch hng m c tiu l khch du l ch qu c t .
B ng 4: S
L T KHCH LU TR T I KHCH S N CHU QUA CC NM 2008- 2010 vt: l t khch
Nm 2008 Ch tiu S l t Khch n i a Khch qu c t T ng c ng 5.004 1.951 6.955 T tr ng (%) 71,95 28,05 100,00
Nm 2009 T tr ng (%) 84,81 15,19 100,00
Nm 2010 T tr ng (%) 91,07 8,93
Chnh l ch 2009/2008 S l t 1.272 (827) 445 T tr ng (%) 25,42 (42,39) 6,39
Chnh l ch 2010/2009 S l t 1.540 (358) 1.182 T tr ng (%) 24,62 (31,85) 15,97
S l t 6.276 1.124 7.400
S l t 7.816 766
8.582 100,00
( Ngu n: Phng k ton, Khch s n Chu) GVHD: Ths. inh Cng Thnh 32 SVTH: Hunh B o Ng c
Nhn chung, l ng khch n khch s n lu tr tng lin t c l do nh h ng l ng khch du l ch n C n Th lun tng qua cc nm. a s khch i theo on, vi c lu tr c a khch u ty thu c vo cng ty m h mua chng trnh tour, t c l cng ty bn tour ny ch a khch n khch s n Chu n u lin k t v i khch s n. Ch c khch l i du l ch h m i t thu khch s n, tuy nhin s l ng r t t. i u ny cho th y khch s n Chu th c hi n ho t ng lin k t v i cc Cng ty du l ch r t hi u qu . K t qu tch c c t s tng ln lin t c c a s khch lu tr c ph n nh vo tnh hnh doanh thu nh sau: CC HO T NG C A KHCH S N NM 2008 2010 vt: tri u ng
Nm 2008 Ch tiu S ti n DT Bu ng DT nh hng DT Karaoke DT t cc DV khc T ng 2.441 813 1.679 483 5.416 T tr ng (%) 45,07 15,01 31,00 8,92 100,00 Nm 2009 S ti n 2.581 832 1.767 342 5.522 T tr ng (%) 46,74 15,07 32,00 4,19 100,00
B ng 5: DOANH THU T
CHU T
Nm 2010
S ti n 2.979 1014 2.013 329 T tr ng (%) 47,02 16,01 31,78 5,19
Chnh l ch 2009/2008 S ti n 140 19 88 (141) 106 T tr ng (%) 5,74 2,34 5,24
Chnh l ch 2010/2009 S ti n 398 182 246 T tr ng (%) 15,42 21,88 13,92 (3,80) 14,72
(29,19) (13) 1,96 813
6.335 100,00
( Ngu n: Phng k ton, Khch s n Chu) Trong : - DT: Doanh thu - DV: D ch v
33
SVTH: Hunh B o Ng c
Do s l t khch hng lin t c tng t 2008 2010 gp ph n tch c c doanh thu c a khch s n. Nhn vo b ng 5 ta th y, t ng doanh thu c a khch s n Chu cng tng lin t c qua ba nm v trong c c u doanh thu c a khch s n th ho t ng kinh doanh lu tr chi m t tr ng cao nh t lun chi m t tr ng trn 45% t ng doanh thu c a khch s n. M c d b ng 4 cho th y s l ng khch qu c t s t gi m t 2008 2010 nhng doanh thu t ho t ng kinh doanh bu ng phng l i tng lin t c. i u ny khng mu thu n v b vo l ng du khch qu c t gi m i th khch n i a l i tng ln v tng kho ng b n l n s khch qu c t gi m i. Chnh v th m doanh thu t ho t ng bu ng khng h gi m st trong khi s l ng khch qu c t gi m qua cc nm. T ng s khch lu tr khng ch lm tng doanh thu t ho t ng kinh doanh bu ng phng m cn ko theo s tng ln c a doanh thu t cc ho t ng khc nh n u ng ng th i, s khch a phng s d ng cc d ch v c a khch s n nh: nh hng, Karaoke, phng h p, ti c c i cng tng ng k . Chnh nh v y, m t 2008 -2010, bn c nh doanh thu t phng ngh tng th doanh thu t cc ho t ng khc cng tng ln. Nhn chung, trong th i gian v a qua khch s n Chu ho t ng kh hi u qu , s l t khch thu phng v doanh thu ngy m t tng, em l i l i nhu n cho cng ty v tng thu nh p cho nhn vin.
34
SVTH: Hunh B o Ng c
CHNG 4 NH GI C A KHCH HNG V CH T L NG CC D CH V KHCH S N CHU CUNG C P

4.1 XC NH CC NHN T V KI M NH THANG O a. Cc nhn t trong thang o ch t l ng d ch v Cc bi n s d ng trong bi vi t nh gi ch t l ng d ch v c a khch s n Chu nh sau: NH GI CH T L NG D CH V
Tn bi n
B ng 6: CC Y U T
Nhn t
TT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
H U HNH (c 7 bi n chi ti t)
TIN C Y (c 5 bi n chi ti t) TRCH NHI M (c 3 bi n chi ti t) MB O (c 4 bi n chi ti t)
17 18 19 20 21 22 23
C M THNG (c 4 bi n chi ti t)
Khch s n c ki n trc p Khch s n c y ti n nghi Nhn vin khch s n n m c tm t t, g n gng Phng ngh c khng gian r ng ri, thong mt Trang thi t b c a khch s n hi n i Trang thi t b c a khch s n lm vi c t t, khng b h h ng Cc khu v c chung c v sinh s ch s Khch s n cung c p d ch v ng th i i m nh h a Khch s n cung c p d ch v ng nh yu c u c a khch Gi i quy t phn nn c a khch nhanh chng, chuyn nghi p Thng tin Book phng c khch s n ghi nh n chnh xc Linh ho t trong vi c cung c p d ch v theo yu c u c a khch Khch s n cung c p d ch v nhanh chng, k p th i cho khch Nhn vin khch s n lun s n sng gip khch hng Nhn vin khch s n khng bao gi t ra qu b n r n khng p ng yu c u cho khch Nhn vin khch s n c th giao ti p b ng ngo i ng thnh th o Ki n th c v s hi u bi t c a nhn vin Nhn vin khch s n lun ni m n , l ch s ,tn tr ng khch m b o an ninh, an ton cho khch v ti s n c nhn c a h Khch lun c nhn vin khch s n quan tm Th i gian ph c v c a khch s n thu n ti n Khch s n c phng th c thanh ton thu n ti n Nhn vin khch s n bi t r thi quen, s thch khi khch s d ng d ch v l n ti p theo 35 SVTH: Hunh B o Ng c
Cc bi n
b ng 6 c ch n d a vo 5 nhm y u t v 22 thu c tnh o
l ng ch t l ng d ch v c a Parassuraman v cc i u ki n th c t c a khch s n Chu th i i m hi n t i. Cc thu c tnh c l a ch n a vo thang o g m 23 bi n. Cc bi n ny chi ti t theo 5 nhm nhn t v t ng h p cc d ch v . V y l ti nh gi ch t l ng t ng qut, nh gi ch t l ng d ch v c a c d ch v t ng th c a khch s n nn bao g m nhi u kha c nh, nhi u d ch v . V th cc bi n cng mang tnh t ng qut. b. Ki m nh tin c y c a thang o ti ti n hnh ki m nh tin c y l n l t cho thang o m c quan tr ng v thang o m c th hi n. N u m c t 0,6 tr ln l c th s d ng c... (Nunnally, 1978;
Peterson, 1994; Slater, 1995). K t qu ki m nh Cronbach Alpha cho thang o m c quan tr ng b ng 7 c h s Cronbach Alpha = 0,776. Tuy khng t c m c Cronbach Alpha cao t 0,8 1 l m c hon h o. Nhng theo nhi u nh nghin c u th m c t 0,6 tr ln l c th ch p nh n c. V i m c = 0,776, thang o 23 bi n ch n l c th s d ng. Tuy nhin, ta th y bi n trong s 23 bi n th c n ph i b ra bi n I2 Khch s n c y ti n nghi v I7 Cc khu v c chung c v sinh s ch s , v 2 bi n u c m c i m cao hn 0,776.
36
SVTH: Hunh B o Ng c
B ng 7: KI M NH
TIN C Y C A THANG O M C QUAN TR NG
Cronbach Alpha = 0,776 TT I1 I2 I3 I4 I5 I6 I7 I8 I9 I10 I11 I12 I13 I14 I15 I16 I17 I18 I19 I20 I21 I22 I23 Tng quan Alpha n u bi n t ng lo i bi n Khch s n c ki n trc p 0,329 0,768 Khch s n c y ti n nghi 0,165 0,777 Nhn vin khch s n n m c tm t t, g n gng 0,468 0,758 Phng ngh c khng gian r ng ri, thong mt 0,225 0,774 Trang thi t b c a khch s n hi n i 0,306 0,769 Trang thi t b lm vi c t t, khng b h h ng 0,204 0,774 Cc khu v c chung c v sinh s ch s 0,035 0,789 Cung c p d ch v ng th i i m nh h a 0,392 0,765 Cung c p d ch v ng nh yu c u c a khch hng 0,254 0,772 Gi i quy t phn nn c a khch nhanh chng 0,455 0,759 Thng tin Book phng c ghi nh n chnh xc 0,238 0,773 Linh ho t trong vi c cung c p d ch v theo yu c u 0,212 0,774 Cung c p d ch v nhanh chng, k p th i cho khch 0,343 0,767 Nhn vin khch s n lun s n sng gip khch hng 0,344 0,767 Nhn vin khch s n khng bao gi t ra qu b n r n 0,379 0,764 Nhn vin giao ti p b ng ngo i ng thnh th o 0,394 0,764 Ki n th c v s hi u bi t c a nhn vin 0,391 0,763 Nhn vin lun ni m n , l ch s , tn tr ng khch 0,275 0,771 m b o an ninh, an ton cho khch v ti s n c nhn 0,384 0,764 c a khch Khch lun c nhn vin khch s n quan tm 0,496 0,758 Th i gian ph c v c a khch s n thu n ti n 0,266 0,771 Phng th c thanh ton thu n ti n 0,457 0,759 Nhn vin khch s n bi t r thi quen, s thch khi 0,379 0,765 khch s d ng d ch v l n ti p theo (K t qu x l s li u b ng SPSS 13.0) Tn bi n K t qu Cronbach Alpha c a thang o nh gi m c th hi n c k t qu cao hn Cronbach Alpha c a thang o m c quan tr ng v i k t qu l 0,841. Tuy nhin, trong s 23 bi n th ta c n lo i ra bi n P4 Phng ngh c GVHD: Ths. inh Cng Thnh 37 SVTH: Hunh B o Ng c
khng gian r ng ri, thong mt v bi n P11 Thng tin book phng c ghi nh n chnh xc, P13 Cung c p d ch v nhanh chng, k p th i B ng 8: KI M NH TIN C Y THANG O M C
TH HI N
Cronbach Alpha = 0,841 TT Tn bi n Tng quan Alpha n u bi n t ng lo i bi n 0,575 0,264 0,504 0,150 0,321 0,371 0,423 0,445 0,531 0,385 0,158 0,506 0,257 0,486 0,233 0,558 0,382 0,489 0,511 0,389 0,288 0,370 0,553 0,828 0,840 0,831 0,844 0,838 0,836 0,834 0,834 0,831 0,836 0,844 0,831 0,843 0,831 0,841 0,828 0,836 0,832 0,832 0,836 0,839 0,837 0,828
P1 Khch s n c ki n trc p P2 Khch s n c y ti n nghi P3 Nhn vin khch s n n m c tm t t, g n gng P4 Phng ngh c khng gian r ng ri, thong mt P5 Trang thi t b c a khch s n hi n i P6 Trang thi t b lm vi c t t, khng b h h ng P7 Cc khu v c chung c v sinh s ch s P8 Cung c p d ch v ng th i i m nh h a P9 Cung c p d ch v ng nh yu c u c a khch hng P10 Gi i quy t phn nn c a khch nhanh chng P11 Thng tin Book phng c ghi nh n chnh xc P12 Linh ho t trong vi c cung c p d ch v theo yu c u P13 Cung c p d ch v nhanh chng, k p th i cho khch P14 Nhn vin khch s n lun s n sng gip khch hng P15 Nhn vin khch s n khng bao gi t ra qu b n r n P16 Nhn vin giao ti p b ng ngo i ng thnh th o P17 Ki n th c v s hi u bi t c a nhn vin P18 Nhn vin lun ni m n , l ch s v tn tr ng khch P19 m b o an ninh, an ton cho khch v ti s n c nhn c a khch P20 Khch lun c nhn vin khch s n quan tm P21 Th i gian ph c v c a khch s n thu n ti n P22 Phng th c thanh ton thu n ti n P23 Nhn vin khch s n bi t r thi quen, s thch khi khch s d ng d ch v l n ti p theo (K t qu x l s li u b ng SPSS 13.0) GVHD: Ths. inh Cng Thnh 38
SVTH: Hunh B o Ng c
V y l m t nhin c u tng i m i. C nh ng tiu ch (bi n) r t xa l v khch hng cha hi u k v n. Hn n a, th i gian tr l i c a khch khng nhi u, h t c th i gian suy ngh k ngha c a cc m c h i nn k t qu c a ki m nh ny cha cao. Nh v y, sau khi ki m nh m c tin c y thang o c a 23 bi n th ta c n lo i ra 5 bi n trong s 23 bi n. K t qu b tiu ch o l ng ch t l ng d ch v c a Khch s n Chu cn l i 18 bi n thu c 5 nhm y u t nh sau: NH GI CH T L NG D CH V I U CH NH
Nhn t H U HNH (C 4 bi n chi ti t) TIN C Y (C 4 bi n chi ti t) TRCH NHI M (C 2 bi n chi ti t) MB O (C 4 bi n chi ti t) C M THNG (C 4 bi n chi ti t)
TT 1 2 3 4 5 6 7 8 9 10
B ng 9: CC Y U T
Tn bi n Khch s n c ki n trc p Nhn vin khch s n n m c tm t t, g n gng Trang thi t b c a khch s n hi n i Trang thi t b c a khch s n lm vi c t t, khng b h h ng Khch s n cung c p d ch v ng th i i m nh h a Khch s n cung c p d ch v ng nh yu c u c a khch Gi i quy t phn nn c a khch nhanh chng, chuyn nghi p Linh ho t trong vi c cung c p d ch v theo yu c u c a khch Nhn vin khch s n lun s n sng gip khch hng
Nhn vin khch s n khng bao gi t ra qu b n r n khng p ng yu c u cho khch Nhn vin khch s n c th giao ti p b ng ngo i ng thnh th o Ki n th c v s hi u bi t c a nhn vin Nhn vin khch s n lun ni m n , l ch s ,tn tr ng khch m b o an ninh, an ton cho khch v ti s n c nhn c a h Khch lun c nhn vin khch s n quan tm Th i gian ph c v c a khch s n thu n ti n Khch s n c phng th c thanh ton thu n ti n Nhn vin khch s n bi t r thi quen, s thch khi khch s d ng d ch v l n ti p theo
11 12 13 14 15 16 17 18
39
SVTH: Hunh B o Ng c
4.2 S L T V THNG TIN NHN KH U H C C A KHCH Cc thng tin nhn kh u c a khch lu tr v thng tin chuy n i cng c tc ng n nhu c u, th hi u, ki n c m nh n... c a h khi tr l i. Do , vi c tm hi u cc thng tin v c i m nhn kh u l kh quan tr ng phn lo i khch, tm hi u tm l, xu h ng, thi quen c a h . a. Thng tin nhn kh u B ng 10: THNG TIN NHN KH U C A KHCH Thng tin p vin Gi i tnh Nam N tu i D i 20 T 20 - 30 T 30 - 50 Trn 50 Thu nh p (tri u ng/thng) D i 3 tri u T 3 - 5 tri u T 5 - 10 tri u Trn 10 tri u Trnh D i trung h c v Trung h c Trung c p - Cao ng ih c Sau i h c S m u (ng i) 100 63 37 100 8 55 29 8 100 22 31 24 23 Ph n trm (%) 100 63 37 100 8 55 29 8 100 22 31 24 23 100 25 40 24 11 100 13 4 83
100 25 40 24 11 Qu c t ch 100 u - M 13 Chu 4 Vi t Nam 83 ( Ngu n: Sinh vin th c hi n th ng k m t s li u s c p)
- Gi i tnh: Theo k t qu thu th p 100 m u ph ng v n th c 63% l nam v 37% l n . S khch nam chi m s ng trong t ng s m u ph ng v n l k t qu hi n nhin do nam gi i th ng t ph i chm sc cho cc thnh vin trong gia nh v do c i m tnh cch nn h c xu h ng thch i n nh ng ni m i l nhi u hn so v i n gi i. M c khc, s du khch n C n Th cng tc, kinh GVHD: Ths. inh Cng Thnh 40 SVTH: Hunh B o Ng c
doanh a s l nam, c bi t l nh ng cng vi c i h i s nhanh nh n v bng tr i nh sale, nghin c u th tr ng - tu i: Du khch a d ng v i cc tu i t d i 20 n trn 50, v c i m c a du l ch C n Th l tham quan, du l ch sinh thi, khng c cc ho t ng m nh, m o hi m nn b t k tu i no cng c th tham gia. Du khch trong tu i t 20- 30 tu i chi m s l ng cao nh t (chi m 55%), k n l tu i t 30 50 (chi m 29%). y l tu i c s c kh e tng i n nh, c nhu c u tm hi u nh ng i u m i l m mang ki n th c. M c khc, tu i t 20 50 cng l tu i m m i ng i chng ta ang trong giai o n pht tri n cng vi c ho c h c t p nghin c u nn s l ng ng i trong tu i ny chi m s ng trong c c u khch du l ch l i u d hi u. - Thu nh p: Nhn chung, khng c s chnh l ch qu cao trong m c thu nh p c a khch lu tr t i Khch s n Chu. Trong , m c thu nh p t 3 5 tri u ng/ thng chi m t l cao nh t (chi m 31%). y cng l m c thu nh p ph bi n c a khch n i a lu tr t i Chu. i u ny cng ph h p v i th c t v kh nng chi tr c a du khch cho m c ch lu tr c a mnh. C 23% khch c thu nh p trn 10 tri u ng/thng l do trong c 17% m u l khch qu c t , nn khi quy i m c thu nh p c a h sang VN th trn m c 10 tri u. ng ch l t tr ng khch c thu nh p t 5 - 10 tri u v trn 10 tri u ng c a Chu cng kh cao (g n 50%). i u ny cho th y Chu c nh ng i m m nh nh t nh v ch t l ng d ch v d c trnh by chng 4. v th m t khch s n hai sao. i u ny s
- Trnh h c v n: Nhn chung, khng c s chnh l ch qu l n v trnh h c v n c a khch lu tr t i Khch s n Chu. S p vin d i i trung h c v trung h c chi m 25%, trong bao g m cc p vin nh tu i v p vin l n tu i i cng gia nh. y l nh ng khch du l ch thu n ty v i m c ch tham quan, du l ch; Cao ng trung c p chi m 40%, i h c chi m 24%. i u ny ph h p v i th c t hi n nay, trnh dn tr ni chung ngy cng c i thi n. Thnh ph C n Th cng pht tri n, thu ht nhi u khch tham quan du l ch hn tr c. Hn n a, khch i theo nhm b n b l h c sinh, sinh vin hay khch i theo on cng ty, c quan nn c trnh u l Cao ng - i h c. S GVHD: Ths. inh Cng Thnh 41 SVTH: Hunh B o Ng c
khch c trnh sau i h c ch chi m 11%. a s h c n C n Th cng tc, kinh doanh hay lm nghin c u. - Qu c t ch: Do c chia c c u s m u theo qu c t ch t tr c nn c 83% l khch n i a, khch qu c t l 17%. Trong khch hng c qu c t ch u - M chi m s ng, 13 ng i trong t ng s 17 khch qu c t (ch y u l khch Php, Anh, Canada). Hi n nay du l ch sinh thi ang ngy cng a chu ng, cc du khch ny c bi t yu thch lo i hnh du l ch sinh thi, thin nhin, phong c nh lng qu sng n c, l i s ng bnh d c a nng thn, t s khc bi t v vn ha t o nn s h p d n cho du khch v c th gip h gi m i p l c cng vi c, th gin u c. C n th hi n nay ang ch tr ng pht tri n lo i hnh du l ch ny. Do thu ht c nh ng du khch ny n v i C n Th, qua t o i u ki n cho cc c s lu tr c a thnh ph n ti p nh ng du khch ny, trong c Khch s n Chu. b. Khch hng l ng i a phng KHCH HNG L NG I A PHNG S ng i 12 88 100 T l (%) 12,0 88,0 100,0
B ng 11: S
S ng t i C n Th C Khng T ng
(Ngu n: k t qu x l s li u b ng SPSS 16.0) M c ch cu h i ny l nh m phn lo i khch a phng v khch khng ph i l ng i a phng. K t qu B ng 11 cho th y a s khch s d ng d ch v bu ng ng c a Khch s n Chu l khch n t a phng khc. i t ng ny l nh ng khch du l ch n C n Th v i m c ch ch y u l tham quan, du l ch, l nh ng ng i c kh nng chi tr v yu c u cao v ch t l ng cc d ch v khch s n cung c p. Do , khch s n c n c bi t ch v p ng th t t t i t ng ny v h l i t ng khch hng chnh c a khch s n. GVHD: Ths. inh Cng Thnh 42 SVTH: Hunh B o Ng c
K t qu cn cho th y s l ng khch a phng s d ng d ch v bu ng ng t i Chu l ng k , chi m 12% trong t ng s m u ph ng v n. V v y, v pha khch s n c n c s quan tm ph c v t t thnh ph n khch hng ny v h cng l m t thnh ph n trong t ng khch, gp ph n ng k trong vi c t o nn thu t ng World Of Mouth, gip khch s n qu ng b tn tu i m khng ph i b ra chi ph. c. Thng tin v chuy n i c a khch lu tr t i khch s n Chu Cc thng tin v chuy n i c a khch c th hi n trong b ng sau: B ng 12: THNG TIN V CHUY N I Thng tin chuy n i L n n C n Th L n u tin 2-3l n Trn 4 l n M c ch Tham quan, du l ch Thm ng i thn, b n b Cng tc, kinh doanh Khc S l n n Chu L n u 2-3l n >4 l n S m u (Ng i) 88 44 28 16 88 33 19 29 8 Ph n trm (%) 100,0 50,0 31,8 18,2 100,0 37,5 20,5 33,0 9,1 100,0 67,0 21,0 12,0 100,0 58,0 26,0 16,0 100,0 29,0 16,0 38,0 17,0
100 67 21 12 Th i gian lu tr Chu 100 1 m 58 2 - 3 m 26 >4 m 16 Ngu n thng tin v Chu 100 Ng i thn b n b 29 Sch, bo, internet 16 Cng ty l hnh 38 Khc 17 ( Ngu n: Sinh vin th c hi n th ng k m t s li u s c p)
- L n n C n Th: C a s du khch n C n Th l n u tin (50%). C 31,8 % du khch n C n Th kho ng 2 - 3 l n, s ng i n C n Th GVHD: Ths. inh Cng Thnh 43 SVTH: Hunh B o Ng c
trn 4 l n ch chi m kho ng 18%. C th du l ch C n Th v n cha h p d n, lo i hnh cha c s a d ng hay i m i, trng l p v i cc a phng khc trong vng ng b ng sng C u Long nn cha l c ht khch hng nh v tr l i v i C n Th nhi u l n hn. - M c ch n C n Th: a s khch n C n Th v i m c ch tham quan du l ch, chi m 37,5%. ng ch l khch i cng tc, kinh doanh cng chi m t l kh cao v i 33%. Do t i C n Th th ng xuyn t ch c cc h i ngh , h i th o c p khu v c v l trung tm kinh t nn cng thu ht khch n v i m c ch cng v , tm hi u c h i h p tc, u t. Cn l i l cc khch hng i thm b n b, ng i thn v cc m c ch khc nh th gin, k t hn - S l n n Khch s n Chu: C 67% p vin tr l i l n l n u tin n Khch s n Chu. Nguyn nhn khch quan l do nh h ng t th c t c a du l ch C n Th. S khch n Chu t 2 3 l n ch chi m 21 % v s khch n trn 4 l n chi m 12%. y l nh ng khch n C n Th v i m c ch kinh doanh, cng tc v l nh ng khch m i c a khch s n, h yu thch Chu v nh ng l do nh t nh nh nhn vin nhi t tnh, khng kh thn thi nV nh th , m i l n c vi c n C n Th th h l i ngh t i Chu. - Th i gian lu tr t i Khch s n Chu: a s cc khch hng lu tr t i Chu ch 1 m, chi m 58%. C 26% khch hng ngh l i 2 - 3 m. Cc khch hng lu tr trn 4 m ch chi m 16%. C th gi i thch v ph n l n khch i trong cc tour ng n ngy ho c i cng gia nh, b n b vo d p ngh cu i tu n. Bn c nh , c bi t trong cc chuy n i c a du khch th h th ng tr i qua hai ho c ba a i m tr ln, v h ch C n Th m t ngy tham quan r i hm sau l i i ti p sang cc i m du l ch khc nh Ph Qu c, H Tin, An Giang Do , s khch ngh l i 1 m chi m t tr ng cao. - Ngu n thng tin v Khch s n Chu: Ngu n thng tin ch y u du khch tm hi u l qua cc cng ty l hnh (38%) v qua b n b, ng i thn, ng nghi p (29%), ngu n thng tin t sch bo, internet chi m 16% v 17 % t cc ngu n khc. i u ny cho th y khch s n Chu th c hi n ho t ng lin k t v i cc Cng ty l hnh r t hi u qu . Bn c nh, ta th y nhu c u du l ch th ng d a trn kinh nghi m c nhn v thng tin t GVHD: Ths. inh Cng Thnh 44 ng i thn. Cc kinh SVTH: Hunh B o Ng c
nghi m du l ch th ng c m i ng i chia s cho nhau. y l ngu n thng tin c xem l tin c y v chnh xc nh t. M t khc, v i th c t pht tri n c a cc phng ti n truy n thng bo ch, c bi t l internet nh hi n nay th xu h ng tm hi u cc thng tin b ng cc cng c tm ki m trn internet cng tr nn ph bi n. Nhn chung, cc ngu n thng tin m du khch ti p c n khng c s chnh l ch qu l n. V th , trong kh nng c th Khch s n Chu c n t n d ng t t c nh ng ngu n ny thu ht khch. 4.3 NH GI M C KHC HNG 4.3.1 nh gi m c quan tr ng c a cc y u t i v i khch hng B ng 13: NH GI M C Ch tiu QUAN TR NG C A CC Y U T IV I
QUAN TR NG C A CC Y U T
i m l ch M c TB chu n quan tr ng H u hnh 0,5917 Quan tr ng 3,82 - Khch s n c ki n trc p 3,84 0,8130 Quan tr ng - Nhn vin khch s n n m c tm t t, g n gng 3,86 0,9323 Quan tr ng - Trang thi t b c a khch s n hi n i 3,75 0,9886 Quan tr ng - Trang thi t b lm vi c t t, khng b h h ng 3,84 0,7208 Quan tr ng Tin c y 3,92 0,4636 Quan tr ng - Cung c p d ch v ng th i i m nh h a 3,90 0,7035 Quan tr ng - Cung c p d ch v ng nh yu c u c a khch 3,77 0,7895 Quan tr ng - Gi i quy t phn nn c a khch nhanh chng 4,02 0,9099 Quan tr ng - Linh ho t trong vi c cung c p d ch v theo yu c u 3,97 0,4844 Quan tr ng Trch nhi m 3,92 0,7284 Quan tr ng - Nhn vin khch s n lun s n sng gip khch 4,13 0,7475 Quan tr ng - Nhn vin khng bao gi t ra qu b n r n 3,70 0,9156 Quan tr ng mb o 3,77 0,5426 Quan tr ng - Nhn vin giao ti p b ng ngo i ng thnh th o 3,32 0,7898 Trung bnh - Ki n th c v s hi u bi t c a nhn vin 3,69 0,9502 Quan tr ng - Nhn vin lun ni m n , l ch s v tn tr ng khch 4,00 0,8408 Quan tr ng - m b o an ninh, an ton cho khch v ti s n 4,06 0,8387 Quan tr ng C m thng 3,67 0,4973 Quan tr ng - Khch lun c nhn vin khch s n quan tm 3,57 0,7818 Quan tr ng - Th i gian ph c v c a khch s n thu n ti n 3,78 0,8478 Quan tr ng - Phng th c thanh ton thu n ti n 4,04 0,9092 Quan tr ng - Nhn vin khch s n bi t r thi quen, s thch 3,29 0,7823 Trung bnh (Ngu n: Sinh vin th c hi n th ng k m t s li u s c p) GVHD: Ths. inh Cng Thnh 45 SVTH: Hunh B o Ng c
T k t qu c a b ng th ng k i m trung bnh nh gi m c quan tr ng i v i cc y u t trong ch t l ng d ch v ta c th c nh gi chung s i m trung bnh u nh gi m c cao, h u h t u m c Quan tr ng, ch c 2 y u t c
m c Trung bnh.
i u ny ph h p v i tm l chung m i ng i l lun lun c nh gi cao m c quan tr ng c a cc d ch v . Do tnh ch t c a du l ch l r i kh i ni c tr thng xuyn nn trong chuy n du l ch c a mnh h lun mu n m i th u hon h o. Du khch lun mong mu n nh n c d ch v m c cao nh: Khch
s n c ki n trc p (3,84), trang thi t b c a khch s n lm vi c t t, khng b h h ng (3,84) Trong , cc tiu ch c lin quan n an ton lun c cao nh m b o an ninh, an ton cho khch v ti s n (4,06), Nhn vin khch s n lun s n sng gip khch (4,13). i u ny cng d hi u v khi i du l ch th vi c mu n c khch s n ni mnh lu tr m b o an ton cho ng i, ti s n v c gip khi g p cc s c l i u t t nhin. Ngoi ra, theo nhu c u ngy cng cao nn khch s d ng d ch v cng xem tr ng cc y u t lin quan n con ng i nh: Nhn vin n m c tm t t, g n gng (3,86), Ki n th c v s hi u bi t c a nhn vin (3,69), Nhn vin l ch s , ni m n , tn tr ng khch (4,00), Nhn vin quan tm khch (3,57). Trong kinh doanh d ch v g m 2 thnh ph n l d ch v v m t h u hnh v cc d ch v v hnh. Trong , thi v phong cch c a nhn vin r t quan tr ng trong vi c t o n t ng tr c ti p i v i khch hng. Nhn vin ni m n , l ch s v tn tr ng khch s t o n t ng t t cho khch hng v khch s n. V ng c l i s gy n t ng khng t t v nh h ng n vi c kinh doanh c a khch s n v lu di. Cc tiu ch sau c xem l Trung bnh i v i khch v ch t l ng d ch v c a khch s n: - Nhn vin giao ti p b ng ngo i ng thnh th o (3,32) - Nhn vin khch s n bi t r thi quen, s thch khi khch s d ng d ch v l n ti p theo (3,29) i u ny cng d hi u v hn 80% khch c a khch s n l khch n i a nn y u t Nhn vin khch s n c th giao ti p thnh th o b ng ngo i ng khng nh h ng n vi c lu tr c a h t i khch s n. Do , h ch nh gi GVHD: Ths. inh Cng Thnh 46 SVTH: Hunh B o Ng c
tiu ch ny
m c trung bnh. Nhn vin khch s n bi t r thi quen, s thch m c trung
khi khch s d ng d ch v l n ti p theo cng ch c nh gi t quan tm n vi c c nhn vin bi t r thi quen c a mnh. 4.3.2 Phn tch s
bnh l do a s khch n khch s n l n u tin v ch ngh l i m t m nn h khc bi t m c quan tr ng gi a cc nhm khch
hng khc nhau v c i m nhn kh u a. S khc bi t m c quan tr ng c a nhm gi i tnh Ta s d ng ki m nh gi thuy t v tr trung bnh c a 2 t ng th c l p Independent Samples T-test. Gi thuy t: H0: Khng c s khc bi t v m c quan tr ng gi a nam v n . H1: C s khc bi t v m c quan tr ng gi a nam v n B ng 14: KI M NH S KHC BI T M C NHM GI I TNH i m trung bnh Ch tiu Nam H u hnh Tin c y Trch nhi m mb o C m thng 3,77 3,92 3,89 3,78 3,70 N 3,91 3,91 3,96 3,76 3,62 Gi tr F 0,994 0,007 0,518 1,501 1,000 Gi tr p 0,321 0,931 0,473 0,223 0,320 Gi tr t (1,163) 0,158 (0,466) 0,246 0,744 Gi tr p 0,248 0,875 0,642 0,806 0,459 Ki m nh Levenes Ki m nh t QUAN TR NG C A
(K t qu phn tch Independent Samples T-test) K t qu ki m nh cho th y cc nhm y u t u c gi tr p c a ki m nh t > = 0,1. Ta c th bt b gi thi t H0, ngha l d nam hay n th u nh gi m c quan tr ng c a cc nhm y u t ny nh nhau. b. S khc bi t m c quan tr ng nhm qu c t ch Ta ti n hnh ki m nh ny xt xem c s khc nhau v nh gi m c quan tr ng gi a khch qu c t v khch n i a hay khng. GVHD: Ths. inh Cng Thnh 47 SVTH: Hunh B o Ng c
Gi thuy t: H0: Khng c s khc bi t v m c quan tr ng gi a khch qu c t v n i a. H1: C s khc bi t v m c quan tr ng gi a khch qu c t v n i a. Ta c k t qu ki m nh s khc bi t gi a 2 nhm khch c trnh by trong b ng sau: B ng 15: KI M NH S KHC BI T M C
QUAN TR NG
C A NHM QU C T CH i m trung bnh Ch tiu H u hnh Tin c y Trch nhi m mb o C m thng Ki m nh Levenes Ki m nh t Gi tr p 0,498 0,800 0,195 0,451 0,254
Qu c t N i a Gi tr F Gi tr p Gi tr t 3,91 3,80 1,796 0,183 0,681 3,94 3,90 1,430 0,235 0,254 3,71 3,96 0,089 0,776 (1,304) 3,68 3,79 0,420 0,518 (0,757) 3,54 3,70 0,001 0,974 (1,147) (K t qu phn tch Independent Samples T-test)
K t qu ki m nh cho th y cc nhm y u t u c gi tr p c a ki m nh t > = 0,1. Ta c th bt b gi thi t H0, ngha l khng c s khc bi t v m c quan tr ng gi a khch qu c t v khch Vi t Nam. C 2 nhm i t ng ny u nh gi nh nhau v m c quan tr ng cc nhm y u t c a ch t l ng d ch v . c. S khc bi t m c quan tr ng theo tu i K t qu ki m nh Levene cho th y, ch c 4 nhm ch tiu H u hnh, Trch nhi m, m b o, C m thng c gi tr p > =0,1. Ngha l phng sai cc nhm khng khc nhau. Nn trong b ng 16 ch trnh by k t qu phn tch ANOVA c a 4 nhm ny nh sau:
48
SVTH: Hunh B o Ng c
B ng 16: K T QU KI M NH S
KHC BI T M C TU I
QUAN
TR NG THEO
Ch tiu H u hnh Trch nhi m mb o C m thng
i m trung bnh theo tu i D i 20 T 3,78 4,00 3,75 3,63 (K t qu 20-30 T 30- 50 Trn 50 3,73 3,91 4,16 3,80 4,09 4,00 3,80 3,70 3,78 3,62 3,73 3,84 ki m nh ANOVA 1 y u t )
ANOVA F 1,547 1,066 0,242 0,694 Gi t p 0,207 0,367 0,867 0,558
K t qu ki m nh s khc bi t nh gi m c quan tr ng c a khch chia theo tu i cho k t qu l t t c cc nhm u c gi tr p c a ki m nh t > =0,1, nn ta k t lu n gi a cc tu i khng c s khc bi t v nh gi m c quan tr ng. d. S khc bi t m c quan tr ng theo m c thu nh p: D a vo k t qu ki m nh Levene (xem ph n ph l c) nn trong b ng d i y ch trnh by k t qu phn tch ANOVA c a cc nhm ch tiu sau: B ng 17: K T QU KI M NH S KHC BI T M C
QUAN
TR NG THEO THU NH P i m trung bnh theo m c thu nh p (tri u ng/thng) ANOVA F
Ch tiu Tin c y Trch nhi m mb o
Gi tr p D i 3 T 3 - 5 T 5 - 10 Trn 10 0,088 0,966 3,90 3,91 3,97 3,90 1,430 0,239 3,84 3,76 3,91 4,17 3,81 3,73 3,65 3,88 0,721 0,542 (K t qu ki m nh ANOVA 1 y u t )
K t qu ki m nh cho th y t t c cc nhm u c gi tr p c a ki m nh t > =0,1, nn ta ch p nh n gi thuy t H0, t c l khng c s khc bi t trong nh gi m c quan tr ng gi a cc khch c m c thu nh p khc nhau. M c d nhn vo i m trung bnh c a cc nhm ta th y c s chnh l ch nhng chnh l ch r t GVHD: Ths. inh Cng Thnh 49 SVTH: Hunh B o Ng c
nh , khng t o nn s khc bi t. Nh v y, d c m c thu nh p nh th no th trong khi lu tr t i khch s n, khch u nh gi m c quan tr ng tng ng nhau v u m c cao.
e. S khc bi t m c quan tr ng theo trnh h c v n: D a vo k t qu ki m nh Levene (xem ph n ph l c) nn trong b ng 18 ch trnh by k t qu phn tch ANOVA c a cc nhm ch tiu sau: B ng 18: K T QU KI M NH S KHC BI T M C H CV N ANOVA Gi tr p 0,197 0,861 0,853 0,792
QUAN
TR NG THEO TRNH
i m trung bnh theo trnh h c v n Ch tiu Trung Sau i h c tr Trung c p-C i h c h c xu ng 3,89 3,73 3,77 4,14 3,89 3,92 3,89 4,02 3,86 3,88 3,98 4,05 3,81 3,80 3,73 3,64 (K t qu ki m nh ANOVA 1 y u t )
F 1,591 0,250 0,261 0,346
H u hnh Tin c y Trch nhi m mb o
D a vo k t qu ki m nh ta th y c 4 nhm u c gi tr p c a ki m nh t > =0,1, nn ta ch p nh n gi thuy t H0, t c l khng c s khc bi t trong nh gi m c quan tr ng gi a cc khch c trnh h c v n khc nhau. Nh v y, d trnh h c v n khc nhau nhng trong khi lu tr t i khch s n, khch u nh gi m c quan tr ng tng ng nhau v u m c cao.
50
SVTH: Hunh B o Ng c
4.4 NH GI C A KHCH HNG V D CH V C A KHCH S N CHU
M C
TH
HI N CC
4.4.1 nh gi c a khch hng v m c th hi n cc d ch v c a khch s n Chu B ng 19: NH GI C A KHCH V M C
TH HI N CC D CH
V C A KHCH S N CHU Ch tiu H u hnh - Khch s n c ki n trc p - Nhn vin khch s n n m c tm t t, g n gng - Trang thi t b c a khch s n hi n i - Trang thi t b lm vi c t t, khng b h h ng i m l ch TB chu n 3,82 0,5439 4,04 0,8753 3,84 0,8729 3,61 0,7771 3,80 0,8409 M c th hi n T t T t T t T t T t T T T T T T T T T T T T T T T T T T t t t t t t t t t t t t t t t t t t
Tin c y 3,74 0,5616 - Cung c p d ch v ng th i i m nh h a 3,86 0,8290 - Cung c p d ch v ng nh yu c u c a khch 3,68 0,7898 - Gi i quy t phn nn c a khch nhanh chng 3,65 1,0384 - Linh ho t trong vi c cung c p d ch v theo yu c u 3,75 0,9361 Trch nhi m 3,83 0,7255 - Nhn vin khch s n lun s n sng gip khch 4,12 1,0076 - Nhn vin khng bao gi t ra qu b n r n 3,54 0,7839 mb o 3,76 0,6300 - Nhn vin giao ti p b ng ngo i ng thnh th o 3,51 1,0298 - Ki n th c v s hi u bi t c a nhn vin 3,45 1,0088 - Nhn vin lun ni m n , l ch s v tn tr ng khch 4,06 0,8625 - m b o an ninh, an ton cho khch v ti s n c 4,03 0,7714 nhn c a khch C m thng 3,60 0,5330 - Khch lun c nhn vin khch s n quan tm 3,55 0,7961 - Th i gian ph c v c a khch s n thu n ti n 3,68 0,7769 - Phng th c thanh ton thu n ti n 3,69 1,0219 - Nhn vin khch s n bi t r thi quen, s thch 3,48 1,0297 (Ngu n: Sinh vin th c hi n th ng k m t s li u s c p)
T k t qu c a b ng th ng k i m trung bnh nh gi m c c m nh n i v i cc y u t trong ch t l ng d ch v ta c th c nh gi chung s i m trung bnh t t 3,45 n 4,12, ngha l n m GVHD: Ths. inh Cng Thnh 51 m c t t. Xt trong cc SVTH: Hunh B o Ng c
thu c tnh t t c u c nh gi T t, khng c thu c tnh no c c m nh n m c R t t t. Khch s n th hi n t t nh t cc tiu ch sau: Ki n trc
p (4,04), Nhn vin lun s n lng gip khch (4,12), Nhn vin lun ni m n , l ch s v tn tr ng khch (4,06), m b o an ninh, an ton cho khch v ti s n c a khch (4,03). M c th hi n th p nh t thu c v cc tiu ch nh: Ki n th c v s hi u bi t c a nhn vin v cc i m vui chi du l ch(3,45), Kh nng giao ti p b ng ngo i ng c a nhn vin khch s n (3,51), Nhn vin bi t r thi quen, s thch c a khch khi khch s d ng d ch v l n ti p theo (3,48). Xt chung trong cc nhm, nhm Trch nhi m c i m trung bnh cao nh t l 3,83, th p nh t l ch tiu C m thng v i i m trung bnh 3,60. K t qu c c ph h p v i th c t v khch s n Chu lun c g ng p ng cc nhu c u mong mu n c a khch hng kh nng c th , nh m i c c s nh gi r t kh quan c a khch hng trong m c c m nh n sau khi s d ng d ch v c a khch s n. y l m t k t qu ng m ng v c n c duy tr Chu s l i m d ng chn khng th khng nh c t i khi n C n Th. 4.4.2 Phn tch s khc bi t v nh gi m c th hi n c a khch hng gi a cc nhm khch hng khc nhau v c i m nhn kh u a. S khc bi t v nh gi m c th hi n c a nhm gi i tnh ti s d ng ki m nh nh Independent Samples T- test ki m nh s khc bi t v s nh gi m c th hi n cc d ch v i v i 2 nhm khch nam v n . Gi thuy t: H0: Khng c s khc nhau v nh gi m c th hi n c a nam v n . H1: C s khc nhau v nh gi m c th hi n c a nam v n . K t qu ki m nh c trnh by tm t t trong b ng 20:
52
SVTH: Hunh B o Ng c
KHC BI T V NH GI M C
TH HI N C A NHM GI I TNH Ki m nh Levenes Ki m nh t Gi tr p 0,687 0,508 0,823 0,945 0,758
i m trung bnh Ch tiu Nam H u hnh Tin c y Trch nhi m mb o C m thng 3,81 3,71 3,82 3,77 3,59 N 3,86 3,78 3,85 3,76 3,62
Gi tr F Gi tr p Gi tr t 0,578 0,898 0,000 1,547 0,423 0,449 (0,405) 0,346 (0,664) 0,998 (0,224) 0,217 0,070
0,517 (0,309)
(K t qu ki m nh Independent Samples T-test) K t qu ki m nh cho th y cc nhm y u t u c gi tr p c a ki m nh t > = 0,1. Ta c th bt b gi thi t H0, ngha l d nam hay n th u nh gi m c th hi n c a cc nhm y u t ny nh nhau. i u ny c th d dng nh n th y m c i m trung bnh gi a cc nhm l tng ng nhau, m c chnh l ch khng ng k gi a cc nhm khch. b. S khc bi t v s nh gi m c th hi n v i nhm qu c t ch: ti s d ng ki m nh nh Independent Samples T- test ki m nh s khc bi t v s nh gi m c th hi n cc d ch v i v i 2 nhm khch qu c t v n i a. Gi thuy t: H0: Khng c s khc nhau v phng sai c a khch qu c t v khch n i a v nh gi m c th hi n. H1: C s khc nhau v phng sai c a khch qu c t v khch n i a v nh gi m c th hi n. K t qu ki m nh c trnh by tm t t trong b ng 21:
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SVTH: Hunh B o Ng c
KHC BI T V NH GI M C
TH HI N C A NHM QU C T CH Ki m nh Levenes Ki m nh t Gi tr p 0,019 0,193 0,404 0,201 0,602
i m trung bnh Ch tiu Qu c t H u hnh Tin c y Trch nhi m mb o C m thng 4,10 3,90 3,94 3,94 3,67 Vi t Nam 3,77 3,70 3,81 3,73 3,59
Gi tr F Gi tr p Gi tr t 0,187 0,217 3,999 0,166 0,011 0,666 0,642 0,048 0,684 0,918 2,388 1,311 0,846 1,288 0,523
(K t qu ki m nh Independent Samples T-test) Nhn chung nhm khch qu c t c m c nh gi m c th hi n cao hn khch n i a. i u ny th hi n m c i m trung bnh nh gi c a t t c 5 nhm y u t th nhm khch qu c t u nh gi v i m c i m cao hn. Tuy nhin, trong ch c nhm H u hnh l c s khc bi t c ngha v c gi tr p c a ki m nh t < = 0,1. Cc nhm y u t cn l i khng c s khc bi t c ngha. Nh v y khch n i a v khch qu c t c s nh gi m c th hi n v ch t l ng d ch v ch khch nhau nhm y u t H u hnh v khch qu c t c nh n xt, c m nh n m c th hi n cao hn khch n i a. c. S khc bi t nh gi m c th hi n theo tu i: D a vo k t qu ki m nh Levene (xem ph n ph l c) nn trong b ng 22 ch trnh by k t qu phn tch ANOVA c a 3 nhm ch tiu nh sau:
54
SVTH: Hunh B o Ng c
KHC BI T V NH GI M C TU I ANOVA F 1,736 1,142 1,095 Gi tr p 0,165 0,336 0,355
TH HI N THEO
Ch tiu
i m trung bnh theo tu i (Tu i) D i 20 T 20-30 T 30-50 Trn 50
H u hnh Tin c y Trch nhi m
3,89 3,79 3,88 3,45 3,83 3,64 3,63 3,56 3,77 3,79 3,94 4,25 (K t qu ki m nh ANOVA 1 y u t )
K t qu ki m nh s khc bi t v nh gi m c th hi n c a khch hng chia theo tu i cho th y t t c cc nhm ch tiu u c gi tr p c a ki m nh t > = 0,1, nn ta k t lu n gi a cc tu i khng c s khc bi t v nh gi m c th hi n. d. S khc bi t nh gi m c th hi n gi a cc m c thu nh p: D a vo k t qu ki m nh Levene (ph n ph l c) nn trong b ng 23 ch trnh by k t qu phn tch ANOVA c a 4 nhm ch tiu nh sau: B ng 23: K T QU KI M NH S KHC BI T V NH GI M C
TH HI N THEO THU NH P i m trung bnh theo thu nh p (Tri u ng/thng) ANOVA F 2,771 1,544 0,440 2,286 Gi tr p 0,046* 0,208 0,725 0,084*
Ch tiu
D i 3 H u hnh Tin c y Trch nhi m C m thng
T 35
T 5 10
Trn 10 4,00 3,80 3,79 3,58 ut )
3,57 3,90 3,79 3,51 3,82 3,77 3,77 3,79 3,98 3,36 3,73 3,68 (K t qu ki m nh ANOVA 1 y
55
SVTH: Hunh B o Ng c
K t qu phn tch cho th y c s khc bi t trong s nh gi m c th hi n gi a cc nhm khch c thu nh p khc nhau i v i 2 nhm y u t H u hnh v C m thng. - Nhm H u hnh: Cc khch hng c m c thu nh p trn 10 tri u ng/thng c m c i m nh gi v H u hnh c a khch s n cao nh t (4,00). i m trung bnh m c th hi n th p nh t l nhm khch hng c thu nh p d i 3 tri u ng/thng (3,57). K t qu c v mu thu n v cc khch hng c m c thu nh p cao l i nh gi m c th hi n c a khch s n m c cao trong khi nh ng khch c thu nh p th p hn l i nh gi kh c khe hn. Tuy nhin, a s cc p vin c m c thu nh p cao l khch qu c t , h n C n Th v i nhi u m c ch khc nhau nhng ch y u l tham quan du l ch, tm hi u v vn ha ng i Vi t Nam. H hi lng v l i ki n trc c a Chu cng nh l i thi t k phng ngh . Hn n a i v i khch Vi t Nam, khi b t g p hnh nh o di th khng c g l nhng i v i du khch qu c t n l i l m t v p cu n ht. V th tiu ch Trang ph c c a nhn c nh gi cao l i u khng l . M c khc, cc y u t thu c nhm H u hnh cn bao g m y u t Trang thi t b c a khch s n lm vi c t t, khng b h h ng. Nh chng ta bi t, khi s d ng cc trang thi t b lin quan t i i n t th nh tho ng mang n cho ng i s d ng nh ng s c kh l ng tr c, v khch s n Chu cng v y. V v y, khi s c x y ra vo lc n khch qu c t hay vo lc n khch n i a s c nh h ng n vi c c m nh n c a khch v y u t ny. - Nhm C m thng: D a vo b ng ta th y, nhm khch hng c m c thu nh p th p nh t c nh gi th p nh t v ch tiu C m thng c a khch s n. Trong khi , cc m c thu nh p cao hn l i nh gi m c th hi n ch tiu ny cao hn. K t h p k t qu ki m nh b ng 22 v 23, ta th y i v i khch s n Chu th nhm khch n i a l nhm khch kh tnh. Khch s n c n c gi i php ph h p lm hi lng nhm khch ny.
56
SVTH: Hunh B o Ng c
e. S khc bi t nh gi m c th hi n theo trnh h c v n B ng 24: K T QU KI M NH S KHC BI T V NH GI M C H CV N ANOVA Gi tr p 0,624 0,456 0,699 0,457 0,606
TH HI N THEO TRNH
i m trung bnh theo trnh h c v n Ch tiu
F Trung h c Trung c p-C i h c Sau i h c tr xu ng H u hnh 3,73 3,89 3,77 3,90 0,589 Tin c y 3,62 3,83 3,76 3,61 0,876 Trch nhi m 3,94 3,80 3,85 3,64 0,477 mb o 3,62 3,79 3,90 3,68 0,874 ng c m 3,48 3,66 3,60 3,64 0,616 (K t qu ki m nh ANOVA 1 y u t ) D a vo k t qu ki m nh
b ng 24 t t c cc nhm u c gi tr p c a
ki m nh t > = 0,1, nn ta k t lu n gi a cc khch c trnh h c v n khc nhau th khng c s khc nhau trong vi c nh gi m c th hi n. Nhn vo i m trung bnh ta th y s nh gi c a cc khch c s chnh l ch nhng r t nh , khng t o nn s khc bi t c ngha. V d m c th hi n c a khch s n v cc y u t M C trnh no th u nh gi
m c t t. QUAN TR NG V
4.5 SO SNH I M TRUNG BNH C A M C TH HI N
th y c m c chnh l ch gi a trung bnh c a hai nhm m c quan tr ng v m c th hi n ta s d ng ki m nh Paired Samples T- test. Gi thuy t: H0: Khng c s khc bi t v gi tr trung bnh c a hai nhm. H1: C s khc bi t v gi tr trung bnh c a hai nhm.
57
SVTH: Hunh B o Ng c
a. So snh s khc bi t v trung bnh c a 5 nhm ch tiu B ng 25: SO SNH M C QUAN TR NG - M C
TH HI N
C A 5 NHM CH TIU M c quan M c th Chnh l ch Gi tr p tr ng hi n (P-I) (Importance) (Performance) H u hnh 3,8225 3,8225 0,000 1,000 Tin c y 3,9150 3,7350 (0,180) 0,011 Trch nhi m 3,9150 3,8300 (0,090) 0,360 mb o 3,7675 3,7625 (0,005) 0,951 ng c m 3,6700 3,6000 (0,070) 0,361 (Ngu n : K t qu phn tch ki m nh Paired Samples T-Test) Ch tiu so snh K t qu cho th y gi tr p c a nhm ch tiu Tin c y < = 0,1 nn ta bc b gi thuy t H0 v kh ng nh c s khc bi t v tr trung bnh c a hai nhm m c quan tr ng v m c th hi n. Chnh l ch P - I c a nhm ch tiu ny m cho th y khch s n cha p ng c nhu c u c a khch th hi n lm gi m v i n xa b s chnh l ch . B n nhm ch tiu cn l i c gi tr p > 0,1 nn ch p nh n H0, t c khng c s khc bi t v tr trung bnh gi a m c quan tr ng c a khch v m c th hi n c a khch s n Chu. Ngha l cc d ch v m khch hng s d ng t i Chu p ng c nh ng g khch hng quan tm. m t Tin c y. Do , khch s n Chu c n c g ng nng cao ch t l ng nng cao m c
58
SVTH: Hunh B o Ng c
b. So snh s khc bi t v trung bnh c a t ng thu c tnh chi ti t trong 5 nhm ch tiu B ng 26: K T QU KI M NH S TR NG M C Cc thu c tnh H u hnh - Khch s n c ki n trc p - Nhn vin khch s n n m c - Trang thi t b c a khch s n hi n i - Trang thi t b lm vi c t t. Tin c y - Cung c p d ch v ng th i i m - Cung c p d ch v ng nh yu c u - Gi i quy t phn nn nhanh chng - Linh ho t trong vi c cung c p d ch v theo yu c u Trch nhi m - Nhn vin lun s n sng gip khch - Nhn vin khng bao gi t ra qu b n r n mb o - Nhn vin giao ti p b ng ngo i ng - Ki n th c v s hi u bi t c a nhn vin - Nhn vin lun ni m n , l ch s - m b o an ninh, an ton cho khch. KHC BI T M C
QUAN
TH HI N C A 18 THU C TNH M c th Chnh M c hi n l ch quan tr ng (Importance) (Performance) (P-I) 3,82 3,84 3,86 3,75 3,84 3,92 3,90 3,77 4,02 3,97 3,92 4,13 3,70 3,77 3,32 3,69 4,00 4,06 3,82 4,04 3,84 3,61 3,80 3,74 3,86 3,68 3,65 3,75 0,000 0,200 (0,020) (0,140) (0,040) (0,180) (0,040) (0,090) (0,370) (0,220) Gi tr p 1,000 0,093 0,861 0,288 0,702 0,011 0,691 0,378 0,002 0,059
3,83 (0,090) 0,360 4,12 (0,010) 0,933 3,54 (0,160) 0,128
3,76 (0,005) 0,951 3,51 0,190 0,135 3,45 (0,240) 0,057 4,06 0,060 0,601 4,03 (0,030) 0,757 ng c m 3,67 3,60 (0,070) 0,361 - Khch lun c nhn vin quan tm 3,57 3,55 (0,020) 0,851 - Th i gian ph c v thu n ti n 3,78 3,68 (0,100) 0,383 - Phng th c thanh ton thu n ti n 4,04 3,69 (0,350) 0,004 - Nhn vin bi t r thi quen 3,29 3,48 0,190 0,128 (Ngu n : K t qu phn tch ki m nh Paired Samples T-Test)
Cc y u t Khch s n c ki n trc p, Khch s n gi i quy t phn nn c a khch nhanh chng, chuyn nghi p, Khch s n linh ho t trong vi c cung c p d ch v theo yu c u c a khch, Ki n th c v s hi u bi t c a nhn vin, Khch s n c phng th c thanh ton thu n ti n c gi tr p < = 0.1 nn GVHD: Ths. inh Cng Thnh 59 SVTH: Hunh B o Ng c
cho php bc b H0. V y ta k t lu n c s khc bi t c ngha gi a m c quan tr ng (I) c a khch v m c th hi n (P) c a khch s n Chu v cc y u t nu trn. Duy nh t ch c y u t Khch s n c ki n trc p c chnh l ch dng, ngha l nh gi v m c th hi n c a y u t ny cao hn m c
quan tr ng. Cc y u t Khch s n gi i quy t phn nn c a khch nhanh chng, chuyn nghi p, Khch s n linh ho t trong vi c cung c p d ch v theo yu c u c a khch, Ki n th c v s hi u bi t c a nhn vin, Khch s n c phng th c thanh ton thu n ti n c chnh l ch m, nh v y nh gi v nh gi m c th hi n c a cc y u t ny u th p hn m c quan tr ng m c d c khch m c T t. Hi n nay, cc dng dnh cho tr em nh: chn, mu ng, na, g i n m, dp i trong phng v n cha c trang b . Bn c nh, vi c gi i quy t phn nn c a khch s n v n cha p ng c yu c u, cha th hi n c tnh chuyn nghi p v cha th t s lm hi lng khch. Hn n a, s c ch a c a phng ch t i a l 3 khch. Hi n t i khch s n cha c tnh tr ng k thm gi ng cho khch khi khch yu c u m ch p d ng hnh th c ph thu khi thm khch nhng khng thm gi ng. Trong gi i quy t phn nn v n cha c s ph i h p nh p nhng gi a cc b ph n nn phn nn c a khch khng c gi i quy t tri t v nhanh chng, lm gi m m c c m nh n c a khch. Nhu c u c a khch du l ch l vi c tham quan, gi i tr v m c ch cng v Do , bn c nh vi c tm hi u nh ng d ch v c a khch s n th nhi u khi khch cng c n nhn vin khch s n t v n v cc i m vui chi, tham quan du l ch t i thnh ph C n Th, v tr cc con ng, v tr cc c quan hnh chnh c a C n Th,Tuy nhin, do h n ch v th i gian cng nh c h i th c nghi m nn nhn vin khch s n v n cha lm khch hi lng v i m ny. V phng th c thanh ton th tnh n th i i m hi n t i khch s n Chu ch p nh n thanh ton b ng cc phng th c thanh ton nh: Ti n m t, cc lo i th tn d ng (VISA, MASTER, AMEX, JCB), phi u du l ch (Voucher). Tuy nhin, cn m t phng ti n thanh ton trong du l ch khc c cho l an ton nh t i v i du khch qu c t l sc du l ch (Travellers cheque) v n cha c ch p nh n thanh ton t i khch s n Chu. GVHD: Ths. inh Cng Thnh
60
SVTH: Hunh B o Ng c
i u ny tr c ti p nh h ng n s c m nh n c a khch hng v ch t l ng d ch v c a khch s n. Cc thu c tnh cn l i u c gi tr p > = 0,1 nn ch p nh n H0 t c l khng c s khc bi t c ngha gi a m c quan tr ng v m c th hi n. Nh v y, nhn chung Khch s n Chu p ng c nh ng g khch hng quan tm ch cn t n t i m t s thu c tnh c n kh c ph c tng m c c m nh n c a khch hng. 4.6 PHN TCH HNH VI SAU TIU DNG C A KHCH B ng 27: NH GI HNH VI SAU TIU DNG C A KHCH Ch tiu ki n S ng i Ph n trm(%) 66 34 100 85 15 100 54 46 100 li u s c p) 66,0 34,0 100,0 85,0 15,0 100,0 54,0 46,0 100,0
C Hi lng v d ch v Khng T ng C S quay l i Khng T ng C S n lng gi i thi u Khng T ng (Ngu n: Sinh vin th c hi n th ng k m t s
Nhn vo b ng trn ta th y c 66% s khch nh gi Hi lng, cn l i 34% nh gi Khng hi lng v d ch v c a khch s n Chu. T l khch hi lng v d ch v kh cao, tuy nhin s khch hng khng hi lng v d ch v cng khng nh . V i t l nh th khch s n c n ph i c g ng nng cao ch t l ng d ch v hn n a lm th a mn cc khch hng kh tnh v i nhu c u ngy cng cao trong s d ng d ch v . B ng trn cng cho th y, t l khch s quay l i v ti p t c s d ng d ch v c a khch s n Chu kh cao (85%). Tuy nhin, t l khch hng s khng quay l i Chu cng r t ng quan tm (15%). Nguyn nhn khch quan l do nh h ng c a tm l chung c a ng i tiu dng du l ch. H lun c xu h ng mu n tm hi u, khm ph nh ng i u m i l . Du khch thch t chn n nhi u GVHD: Ths. inh Cng Thnh 61 SVTH: Hunh B o Ng c
mi n t m i. Vi c l p l i hnh vi trong du l ch l khng cao, n C n Th r i th s khng thch quay l i C n Th n a. Do , tc ng lm gi m kh nng quay l i c a khch i v i cc c s lu tr v trong c khch s n Chu. T k t qu th ng k chng ta th y c s mu thu n, m c d nh gi ch t l ng d ch v c a khch s n l T t v Hi lng v cc d ch v s d ng nhng cc khch hng khng s n lng gi i thi u khch s n Chu l kh cao (46%). V y cu h i t ra l s hi lng c a khch hng v cc d ch v s d ng c nh h ng n quy t nh quay tr l i cng nh s s n lng gi i thi u khch s n hay khng? ti s lm r v n ny trong ph n ti p theo. 4.6.1 M i quan h gi a hi lng v quay tr l i Gi thuy t: H0 : Khng c m i quan h gi a s hi lng v quy t nh quay l i. H1: C m i lin h gi a s hi lng v quy t nh quay l i K t qu ki m nh Chi-bnh phng c gi tr p (Sig.) = 0,086 < = 0,1 nn c th bc b gi thuy t H0. Ngha l c m i lin h gi a s hi lng v s s n lng quay l i. HI LNG V QUY T NH QUAY
B ng 28: M I QUAN H GI A S
L I C A KHCH Tr l i C Khng T ng S T S T S T m u 59 l % m u 7 l % m u 66 l % (Ngu n: K Hi lng C 26 89,4 8 10,6 34 100,0 100,0 t qu phn tch b ng cho) 23,5 100 100,0 76,5 15 15,0 Khng 85 85,0 T ng
Nhn vo b ng 28, ta th y s quay l i c a khch ph thu c vo m c hi lng c a h v d ch v m khch s n cung c p. K t qu cho th y c s chnh l ch gi a t l khch hi lng v khng hi lng trong quy t nh quay l i. C 89,4% s m u hi lng c quy t nh quay l i v ti p t c s d ng d ch v c a GVHD: Ths. inh Cng Thnh 62 SVTH: Hunh B o Ng c
Khch s n Chu. Trong khi , t l khch khng hi lng s quay l i c t l th p hn r t nhi u, ch chi m 76,5%. V trong s nh ng khch khng tr l i cng c s chnh l ch kh l n gi a nhm khch hi lng v khng hi lng v d ch v . T l khch c hi lng nhng khng quay l i v l do no ch chi m 10,6%. Trong khi , t l khch khng tr l i v khng hi lng l i chi m t i 23,5%. i u ny cho th y khi khch c hi lng v c n t ng t t th h s s n lng quay tr l i. Ng c l i, khi h khng hi lng, nh gi km v d ch v th h s quy t nh khng tr l i. 4.6.2 M i quan h gi a hi lng d ch v v s n lng gi i thi u Gi thuy t: H0 : Khng c m i quan h gi a s hi lng v s n lng gi i thi u. H1: C m i lin h gi a s hi lng v s n lng gi i thi u. K t qu ki m nh Chi - bnh phng c gi tr p (Sig.) = 0,786 > = 0,1 nn ch p nh n gi thuy t H0. Ngha l khng c m i lin h gi a s hi lng v s s n lng gi i thi u. (Ki m nh Chi-bnh phng c 0% s c t n s l thuy t nh hn 5, nn k t qu ki m nh ny c ngha v ng tin c y).
B ng 29: M I QUAN H GI A S
S
HI LNG D CH V V
S N LNG GI I THI U
S n lng gi i thi u C Khng T ng S m u 35 T l % S m u 31 T l % S m u 66 T l % (Ngu n: K t qu
Hi lng Khng 19 53,0 55,9 15 47,0 44,1 34 100,0 100,0 phn tch b ng cho) C
T ng 54 54,0 46 46,0 100 100,0
B ng 29 cho th y, s s n lng gi i thi u c a khch khng ph thu c vo m c hi lng v d ch v . Nhn vo b ng ta th y, c hai nhm khch c hi lng v khng hi lng u c s s n lng gi i thi u m c cao. C th , c 53%
s khch hi lng cho bi t s s n lng gi i thi u v 55,9% khch khng hi lng GVHD: Ths. inh Cng Thnh 63 SVTH: Hunh B o Ng c
nhng s gi i thi u khch s n Chu v i nh ng ng i khc. Tng t nh v y ta th y khng c s khc bi t nhi u lng m t khng s n lng gi i thi u. HI LNG V S S N LNG QUAY hai nhm khch c hi lng v khng hi
4.7 PHN TCH PHN BI T S L I C A KHCH HNG 4.7.1 Phn bi t s hi lng
xt xem trong 5 nhm y u t th nh ng nhm no c tc ng t o nn s phn bi t gi a nhm khch hi lng v nhm khch khng hi lng ta ti n hnh phn tch phn bi t. B ng 30: K T QU KI M NH S KHC BI T HI LNG V D CH V C A KHCH HNG Wilks' Lambda Test of Function(s) 1 Wilks' Lambda Chi-square Df Sig. 0,000
0,660 39,691 5 (Ngu n: K t qu phn tch phn bi t)
Theo k t qu ta th y gi tr p (Sig.) = 0,000 < = 0,1 nn ta k t lu n c s khc bi t c ngha gi a nhm khch hi lng v khng hi lng. V k t qu phn tch cng cho th y c 5 nhm y u t (ch tiu) u c gi tr p (Sig.) < = 0.1 (xem ph n ph l c) nn ta c th k t lu n c 5 nhm y u t u c tc ng t o nn s phn bi t gi a nhm khch hi lng v nhm khch khng hi lng v d ch v .
B ng 31: H S Ch tiu H u hnh Tin c y Trch nhi m mb o C m thng
HM PHN BI T CHU N HA H s 0,434 0,091 0,096 0,603 0,062
(Ngu n: K t qu phn tch phn bi t)
64
SVTH: Hunh B o Ng c
Cn c vo b ng 31 ta th y, d u cc h s c a c 5 nhm y u t u dng cho th y r ng khi s th hi n c a khch s n v cc m t H u hnh, Tin c y, Trch nhi m, m b o v C m thng cng cao th s cng tng. y cng l i u d hi u v nh phn tch hi lng c a khch trn, tm l ng i i
du l ch lun mong mu n m i th u hon h o trong chuy n i c a mnh. Do , n u n v cung ng d ch v lu tr p ng c nh ng i u h quan tm th s hi lng c a h s cng tng. B ng 31 cng cho th y nhm y u t tc ng m nh nh t s hi lng, l nguyn nhn l n nh t t o nn s khc bi t gi a nhm khch hi lng v nhm khch hi lng l nhm y u t m b o, bao g m cc ch tiu nh: Khch s n m b o an ninh, an ton cho khch v ti s n c nhn c a khch, Nhn vin khch s n lun ni m n , l ch s v tn tr ng khch, Ki n th c v s hi u bi t c a nhn vin v Nhn vin khch s n c kh nng giao ti p b ng ngo i ng thnh th o. 4.7.2 Phn bi t s s n lng quay l i ki m nh xem c s phn bi t gi a nhm khch s n lng v khng s n lng quay l i v nh ng nhm nhn t no c nh h ng n quy t nh quay l i ta cng s d ng phn tch phn bi t. B ng 32: K T QU KI M NH S KHC BI T S N LNG QUAY L I C A KHCH Wilks' Lambda Test of Function(s) 1 Wilks' Lambda Chi-square Df 5 Sig. 0,360 0,944 5,478 (Ngu n: K t qu ki m nh phn bi t)
K t qu ki m nh c gi tr p (Sig.) = 0,360 > = 0,1 nn khng phn bi t c s s n lng quay l i b ng s th hi n 5 nhm y u t . V v y, ta ti n hnh ki m nh Chi - bnh phng xt s s n lng quay l i theo t ng nhm khch. - Gi i tnh v s s n lng quay l i tm hi u xem gi a gi i tnh v s s n lng quay l i c m i lin h v i nhau hay khng, ta ti n hnh ki m nh Chi - bnh phng. GVHD: Ths. inh Cng Thnh 65 SVTH: Hunh B o Ng c
Gi thuy t: H0: Khng c m i lin h gi a gi i tnh v s s n lng quay l i. H1: C m i lin h gi a gi i tnh v s s n lng quay l i. K t qu ki m nh Chi bnh phng c gi tr p = 0,039 < = 0,1 nn ta bt b H0, c m i lin h gi a gi i tnh v s s n lng quay l i. B ng 33: M I QUAN H GI A GI I TNH V
S S N LNG QUAY L I
S n lng quay l i C Khng T ng S m u T l % S m u T l % S m u T l % (Ngu n: K 50
Gi i tnh Nam 35 79,4 13 20,6 63 37 2 5,4 100 94,6 15 N 85
T ng 85,0 15,0 100,0
100,0 100,0 t qu phn tch b ng cho)
K t qu cho th y, m c s n lng quay l i khch l nam. C th , t l
khch n cao hn so v i
khch n s n lng quay l i v ti p t c s d ng d ch
v c a khch s n chi m 94,6% (35 m u trong s 37 m u). S khch l nam cho bi t s quay l i ch chi m 79,4%. Bn c nh, s khch khng quay l i l nam kh cao 20,6% (13 trong s 63 m u). Trong khi , ch c 5,4% s khch l n tr l i s khng quay l i Chu. i u ny cng d hi u v n th ng c u ton, h s r i ro hn nam. Do , khi khch s n p ng c nh ng i u m h quan tm th h s quay l i v ti p t c s d ng d ch v c a khch s n nh m trnh r i ro, s c khi lu tr t i khch s n khc m h cha t ng n. - Qu c t ch v s s n lng quay l i tm hi u xem gi a qu c t ch v s s n lng quay l i c m i lin h v i nhau hay khng, ta ti n hnh ki m nh Chi - bnh phng. Gi thuy t: H0: Khng c m i lin h gi a qu c t ch v s s n lng quay l i. H1: C m i lin h gi a qu c t ch v s s n lng quay l i. GVHD: Ths. inh Cng Thnh 66 SVTH: Hunh B o Ng c
K t qu ki m nh Chi bnh phng c gi tr p (Sig.) = 0,737 > = 0,1 nn ta ch p nh n H0, khng c m i lin h gi a qu c t ch v s s n lng quay l i.
B ng 34: M I QUAN H GI A QU C T CH V
S S N LNG QUAY L I
S n lng quay l i C Khng T ng S m u T l % S m u T l % S m u T l % (Ngu n: K
Qu c t ch Qu c t N ia 14 71 82,4 85,5 3 12 17,6 14,5 17 83 100,0 100,0 t qu phn tch b ng cho)
T ng 85 85,0 15 15,0 100 100,0
K t qu cho th y, kh nng quay l i c a khch th khng ph thu c vo qu c t ch c a khch. T l khch qu c t v khch n i a u c kh nng quay v khng quay l i tng ng nhau. C th , s khch qu c t cho bi t s quay l i chi m 82,5 % (14/17 m u), khng quay l i chi m 17,6% (3 m u trong t ng s 17 m u). S khch n i a s quay l i cng t l tng ng chi m 85,5% (71
trong s 83 m u), khng quay l i chi m 14,5% (2/83 m u). - Tu i v s s n lng quay l i Gi thuy t: H0: Khng c m i lin h gi a tu i v s s n lng quay l i. H1: C m i lin h gi a tu i v s s n lng quay l i. K t qu phn tch c gi tr p = 0,010 < = 0,1 nn ta bt b H0, c m i lin h gi a tu i v s s n lng quay l i. Tuy nhin, k t qu ki m nh khng ng tin c y v c 37,5% s c t n s mong i d i 5. Do , ta gom nhm c a bi n tu i l i v th c hi n ki m nh l n hai. K t qu nh sau: Gi tr p = 0,705 > = 0,1, nn c th k t lu n khng c m i lin h gi a tu i v s n lng quay l i. Ki m nh Chi-bnh phng c 0% s c t n s l thuy t nh hn 5, nn k t qu ki m nh ny c ngha v ng tin c y.
67
SVTH: Hunh B o Ng c
Nhn vo k t qu b ng 35 ta th y, kh nng quay l i c a khch th khng ph thu c vo tu i c a khch. T l khch s quay l i Chu u r t cao. khch s n lng quay l i c 3 tu i u r t cao, trn 70%. i u ny cho th y, d b t k tu i no th kh nng
B ng 35: M I QUAN H GI A TU I V
S S N LNG QUAY L I
S n lng quay l i C Khng T ng
tu i D i 20 T 20 -30 Trn 30 S m u 6 47 32 T l % 70,0 85,5 86,5 S m u 2 8 5 T l % 25,0 14,5 13,5 S m u 8 55 37 T l % 100,0 100,0 100,0 (Ngu n: K t qu phn tch b ng cho)
T ng 85 85,0 15 15,0 100 100,0
- Thu nh p v s s n lng quay l i Gi thuy t: H0: Khng c m i lin h gi a thu nh p v s s n lng quay l i. H1: C m i lin h gi a thu nh p v s s n lng quay l i. K t qu c a ki m nh Chi bnh phng c gi tr p = 0,698 > = 0,1 nn ta ch p nh n H0, khng c m i lin h gi a thu nh p v s s n lng quay l i. Tuy nhin, k t qu ki m nh khng ng tin c y v c 50% s c t n s mong i d i 5. Do , ta gom nhm c a bi n thu nh p l i v th c hi n ki m nh l n hai. K t qu l c 0% s c t n s l thuy t nh hn 5. Gi tr p = 0,556 > = 0,1, nn c th k t lu n khng c m i lin h gi a thu nh p v s n lng quay l i.
68
SVTH: Hunh B o Ng c
B ng 36: M I QUAN H GI A THU NH P V

S S N LNG QUAY L I
S n lng quay l i C Khng T ng S m u 44 T l % S m u 9 T l % S m u 53 T l % (Ngu n: K t qu
Thu nh p (Tri u ng/ thng) D i 5 T 5 tr ln 41 83,0 87,2 6 17,0 12,8 47 100,0 100,0 phn tch b ng cho)
T ng 85 85,0 15 15,0 100 100,0
D a vo k t qu ki m nh ta th y, t l khch s n lng quay l i v khng quay l i u c 2 nhm thu nh p u tng ng nhau. C th , s khch cho bi t nhm thu nh p d i 5 tri u ng/thng v trn 5 tri u ng/thng
s quay l i
m c cao (trn 80%). Tng t , ta th y c s tng ng v t l khch c 2 nhm thu nh p (l n l t l 17% v 12,8%). - Trnh h c v n v s s n lng quay l i Gi thuy t: H0: Khng c m i lin h gi a trnh h c v n v s s n lng quay l i. H1: C m i lin h gi a trnh h c v n v s s n lng quay l i. K t qu c a ki m nh Chi bnh phng c gi tr p = 0,763 > = 0,1
khng quay l i
nn ta ch p nh n H0, khng c m i lin h gi a trnh h c v n v s s n lng quay l i. Tuy nhin, k t qu ki m nh khng ng tin c y v c 37,5% s c t n s mong i d i 5. Do , ta gom nhm c a bi n trnh h c v n l i v th c hi n ki m nh l n hai. K t qu l c 0% s c t n s l thuy t nh hn 5. Gi tr p = 0,843 > = 0,1, nn c th k t lu n khng c m i lin h gi a trnh h c v n v s n lng quay l i.
69
SVTH: Hunh B o Ng c
B ng 37: M I QUAN H GI A TRNH H C V N V

S S N LNG QUAY L I
Trnh S n lng quay l i Trung h c Trung c p ih c tr xu ng Cao ng tr ln S m u 21 35 29 C T l % 84,0 87,5 82,9 S m u 4 5 6 Khng T l % 16,0 12,5 17,1 S m u 25 40 35 T ng T l % 100,0 100,0 100,0 (Ngu n: K t qu phn tch b ng cho) K t qu ki m nh
T ng 85 85,0 15 15,0 100 100,0
b ng 37 cho th y, khng c s chnh l ch nhi u trong c 3 nhm khch. S khch s m c cao. i u ny cho th y, s s n
t l khch s n lng quay l i v khng quay l i quay l i c 3 nhm trnh h c v n u
lng quay l i c a khch khng ph thu c vo trnh h c v n c a h . Hay ni khc hn l d c trnh h c v n khc nhau nhng kh nng khch quay l i v i khch s n Chu l nh nhau. 4.8 M HNH IPA Sau khi phn tch cc m c quan tr ng v m c th hi n c a cc y u t trong 5 nhm, ta l p m hnh IPA nh hnh 6. Sau khi v m hnh l n th nh t t t c cc i m u t p trung gc ph n t II. Theo s phn b cc i m trn hnh v cc phn tch v m c i m trung bnh quan tr ng v trung bnh th hi n ta c cc chi n l c cho nhm y u t ph n t ny nh sau: Ph n t th II (Ti p t c duy tr): Cc y u t trong ph n t ny c m c quan tr ng cao v m c th hi n cao, c n ti p t c duy tr. T t c 18 y u t u t p trung trong gc ph n t ny. Do cc y u t u c nh gi m c i m quan tr ng cao, con ng i lun c tm l chung h ng n s hon thi n, lun mong nh n c i u t t nh t, d ch v ch t l ng cao. M t khc, cc d ch v c a chng ta cng c m c th hi n cao nn ng nhin l c n ph i ti p t c duy tr ch t l ng d ch v t c. GVHD: Ths. inh Cng Thnh 70 SVTH: Hunh B o Ng c gc
5
17 7 14 2 5 6 16 9 13 1
4
M c quan tr ng T p trung pht tri n
1
8 15 10 3 18 11
Ti p t c duy tr
2
H n ch pht tri n Gi m s u t
0 0
3
M c th hi n
Hnh 6: Bi u m hnh IPA Do v m hnh l n th nh t, t t c cc y u t u n m nn ta ti n hnh xc nh l i g c t a 2 nh bi u th hi n hnh 7.
gc ph n t th II
m c 2,5 v v l i m hnh IPA l n th
71
SVTH: Hunh B o Ng c
5
T p trung pht tri n M c quan tr ng
7 17 8 16 6 3 10 11 4 5 2 1
Ti p t c duy tr
14 9 13
3,75
12 18
15
H n ch pht tri n
Gi m s u t
2,5 2,5
3,75
M c th hi n
Hnh 7: Bi u m hnh IPA i u ch nh Theo s phn b cc i m trn hnh v cc phn tch v m c i m trung bnh quan tr ng v trung bnh th hi n ta c cc chi n l c cho t ng nhm y u t m i ph n t nh sau: Ph n t th I (T p trung pht tri n): Cc y u t phn b trong gc ph n t ny c m c quan tr ng cao i v i khch nhng m c th hi n c a khch s n cha cao. Cc y u t ny c n ph i ch tr ng u t pht tri n bao g m: Trang thi t b c a khch s n hi n i(3), Khch s n cung c p d ch v ng nh yu c u c a khch (6), Khch s n gi i quy t phn nn c a khch nhanh chng, chuyn nghi p (7), Linh ho t trong vi c cung c p d ch v theo yu c u c a khch (8), Th i gian ph c v thu n ti n (16), Phng th c thanh ton thu n ti n (17). + Trang thi t b c a khch s n hi n i: Do th i gian s d ng kh lu nn khi kh nng lm mt c a my l nh cng gi m. Khi b t ln c n ph i i m t lt GVHD: Ths. inh Cng Thnh 72 SVTH: Hunh B o Ng c
ch khng th lm mt t c th i c. M ng Wifi c a khch s n i lc cng lm khch khng hi lng, do s l ng truy c p ng nn sng Wifi tr nn y u, nh ng khch khc khng truy c p c t ra khng hi lng + Khch s n cung c p d ch v ng nh yu c u c a khch : i u ny ch u nh h ng ph n l n t y u t Trang thi t b v a trnh by, nh: my l nh khng l nh nh yu c u, Wifi cn y u. Hn n a, d ch v gi t i c a khch s n i lc khng lm khch v a . C tr ng o qu n c a khch b lem mu do nhn vin gi t i v chung mu v tr ng khi gi t. i khi, do s l ng khch qu ng gy nh m l n khi giao . + Th i gian ph c v thu n ti n: Hi n nay khch s n p d ng gi checkin, check out, gi n sng gi ng nh cc khch s n khc trong thnh ph nh: Check out 12 gi , t 12 16 gi ph thu 60.000 ng/ phng, t 16 18 gi ph thu 1/2 gi phng, sau 18 gi tnh thm 1 ngy, gi n sng t 6h 9h30. Cc khch qu c t th ng d y tr vo bu i sng n u h khng c l ch trnh vo sng s m. Do , th i gian n sng ch ko di n 9 gi 30 pht c cho l hi s m v i h . M c d c nh gi t t nhng khch s n c n linh ho t hn trong vi c x l cc tnh hu ng lin quan n y u t ny. Nh phn tch trong ph n tr c v s chnh l ch gi a m c quan tr ng v m c th hi n, cc y u t trn c khch nh gi cao nhng i m nh gi th hi n cn th p. Khch s n c n ph i y m nh u t, ch tr ng c i thi n nng cao ch t l ng ph c v cc y u t ny. Ph n t th II (Ti p t c duy tr): Cc y u t trong ph n t ny c m c quan tr ng cao v m c th hi n cao nn khch s n Chu c n ti p t c duy tr. Cc y u t ny g m: Khch s n c ki n trc p (1), Nhn vin khch s n n m c tm t t, g n gng (2), Trang thi t b c a khch s n lm vi c t t, khng b h h ng (4), Cung c p d ch v ng th i i m nh h a (5), Nhn vin khch s n lun s n sng gip khch (9), Nhn vin lun ni m n , l ch s v tn tr ng khch (13), Khch s n m b o an ninh, an ton cho khch v ti s n c nhn c a khch (14). Cc y u t ny Khch s n Chu th c hi n t t v c khch nh gi m c t t. Chu nn c g ng duy tr v pht huy cc i m m nh ny. 73 SVTH: Hunh B o Ng c GVHD: Ths. inh Cng Thnh
Ph n t th III (H n ch pht tri n): Cc nhn t n m gc ph n t ny bao g m: Nhn vin khng bao gi t
ra qu b n r n khng p ng yu c u c a khch hng (10), Nhn vin giao ti p b ng ngo i ng thnh th o (11), Ki n th c v s hi u bi t c a nhn vin (12), Nhn vin khch s n lun quan tm khch (15), Nhn vin bi t r thi quen, s thch c a khch khi khch s d ng d ch v l n ti p theo (18). Cc y u t ny c m c quan tr ng khng cao v m c th hi n kh t t. Chnh v th , Chu khng c n qu t p trung cho cc y u t ny m nn t p trung phn b ngu n l c cho cc y u t khc. D a vo m hnh IPA s phn b cc y u t m ta c cc chi n l c, nh h ng u t, pht tri n cho t ng ch tiu m t cch ph h p d a trn s tng quan gi a m c quan tr ng c a cc y u t v i du khch v nh n xt, nh gi m c th c hi n. Cc ch tiu c m c quan tr ng cao i v i khch c n t p trung pht tri n.
74
SVTH: Hunh B o Ng c
CHNG 5 XU T M T S GI I PHP NNG CAO CH T L NG D CH
V C A KHCH S N CHU
5.1 C S RA GI I PHP 5.1.1 Cc k t qu t phn tch s li u s c p T t c 18 thu c tnh u c m c quan tr ng cao i v i khch v h c xu h ng xem tr ng cc y u t v Tin c y v Trch nhi m v cc y u t nh: Nhn vin l ch s , ni m n v lun tn tr ng khch, Khch s n m b o an ninh an ton cho khch v ti s n c nhn c a khch, Phng th c thanh ton thu n ti n. Cc nh gi v m c th hi n c a Chu v cc tiu ch hi n nay u t m c t t. Tuy nhin gi a m c quan tr ng v m c th hi n c a m t s tiu ch v n cn c s chnh l ch nh t nh v m c chnh l ch (P - I) c d u m. Nhn chung, ch tiu Tin c y cha p ng c nhu c u c a khch v cc tiu ch khc nh: Ki n th c v s hi u bi t c a nhn vin v cc i m vui chi du l ch v Phng th c thanh ton thu n ti n. Cc khch c thng tin nhn kh u h c khc nhau th khng c s khc nhau trong nh gi m c quan tr ng cc tiu ch c a ch t l ng d ch v khch s n. Gi a khch qu c t v khch Vi t Nam c s khc nhau trong nh gi m c th hi n c a nhm H u hnh. Trong , khch qu c t nh gi cao hn khch Vi t Nam. Gi a cc nhm khch c thu nh p khc nhau th c s khc nhau trong nh gi m c th hi n c a nhm H u hnh v C m thng. Trong , nhm khch c thu nh p trn 10 tri u ng/thng nh gi m c th hi n nhm H u hnh cao hn cc nhm cn l i. Cc nhm thu nh p t trn 3 tri u ng/thng nh gi m c th hi n nhm C m thng cao hn nhm cn l i. T l khch khng hi lng v d ch v m c ng quan tm (34%). Nh
v y, cn m t t l kh cao khch cha hi lng v i cc d ch v c a khch s n Chu. V kh nng quay l i c a khch th ph thu c vo s hi lng c a h . S khch khng quay l i v l do khng hi lng v d ch v kh cao. GVHD: Ths. inh Cng Thnh 75 SVTH: Hunh B o Ng c
S hi lng c a khch cng tng khi s th hi n c a khch s n cng cao cc nhm thu c tnh H u hnh, Tin c y, Trch nhi m, m b o, C m thng. Trong , y u t m b o tc ng m nh nh t. Gi a khch nam v khch n c s khc bi t trong kh nng quay l i. Trong , t l khch n s quay l i cao hn khch nam. Cc y u t c n t p trung pht tri n bao g m: Trang thi t b c a khch s n hi n i (3), Khch s n cung c p d ch v ng nh yu c u c a khch (6), Khch s n gi i quy t phn nn c a khch nhanh chng, chuyn nghi p (7), Linh ho t trong vi c cung c p d ch v theo yu c u c a khch (8), Th i gian ph c v thu n ti n (16), Phng th c thanh ton thu n ti n (17). 5.1.2 Tnh hnh ngu n nhn l c Do b my t ch c c s tinh gi m nhn s nn m i nhn vin trong cng ty ph i kim nhi m m t ho c hai cng vi c v khi khch ng khng th no ph c v k p, khch ph i ch lu d n n tm l b c b i, lm nh h ng n s hi lng chung v khch s n. Ho c khi c s c x y ra s khng x l k p th i. Xt v trnh h c v n, s nhn vin c trnh i h c ch chi m kho ng 6%. S cn l i chi m ph n l n l trnh trung c p v 12/12. V trnh ngo i ng : ph n l n cc nhn vin trong khch s n u bi t ti ng Anh, nhng ch y u l do h c h i c nh lm vi c lu, ti p xc nhi u v i khch qu c t v c cc ng nghi p h ng d n m c. Nhn vin c kh nng ni chuy n lu lot cn t. Nh ng ng i cn l i th ch c th ni nh ng t thng d ng khch hng hi u c n i dung chnh. 5.2 CC GI I PHP
- Gi i php nng cao m c hi u bi t nhu c u c a khch:
u tin l ph i tm hi u v xc nh nhu c u c a khch hng. Chng ta c n bi t khch c n g. Theo quan ni m c a Marketing hi n i th Chng ta khng ch bn ci mnh c m ph i bn ci khch hng c n. V v y gi i php t ra l ph i th ng xuyn nh gi ch t l ng d ch v d a trn quan i m khch hng. t bi t c nhu c u c a khch hng l g, h quan tr ng nh ng c th p ng c ng nh ng g h c n m khng lm lng ph cc ngu n l c. GVHD: Ths. inh Cng Thnh
76
SVTH: Hunh B o Ng c
- Gi i php dnh cho nhm ch tiu Tin C y Theo k t qu nghin c u th ch tiu ny v n cha p ng c yu c u c a khch hng, m c d s th hi n c a khch s n t m c T t. Trong nhm ny c 2 ch tiu c n c i thi n l: Gi i quy t phn nn c a khch nhanh chng (7), Linh ho t trong vi c cung c p d ch v theo yu c u (8). + Linh ho t trong vi c cung c p d ch v theo yu c u: b ph n bu ng nn chu n b s n cc dng cho tr nh g i n m, dp i trong phngkhi khch t phng cho bi t l c tr nh i cng. Hng ngy c n chu n b s n cc dng nh: g i n m, dp i trong phng, bnh ng n c nng khi c khch yu c u s p ng k p th i th hi n s linh ho t v chu o. C n d phng gi ng nh d v n chuy n khi khch yu c u thm gi ng th c th p ng. Ch c n quan tm th hi n t t nh ng chi ti t nh ny, nhng l i c th t o cho khch hng s hi lng cao v m c cung ng d ch v c a khch s n, t gip lm tng t l quay tr l i c a khch. + Gi i quy t phn nn c a khch nhanh chng, chuyn nghi p: nng cao m c c m nh n c a khch hng v m t ny, xin a ra gi i php l c n o t o k nng gi i quy t phn nn cho nhn vin, c bi t l nhn vin l tn nh sau: L ng nghe k l i phn nn c a khch Xin l i khch, tuy t i nhn vin khng tranh lu n v i khch hay c thi th , coi th ng khch. Tm hi u k s vi c v nu ra cc cu h i khch c c h i gi i thch Ghi chp l i v n v chuy n ngay cho cc b ph n khc gi i quy t khch nh n th y l i phn nn c a h c quan tm. H i khch h ng gi i quy t tr c ho c a ra cc phng n gi i quy t khch l a ch n Thng bo cho khch bi t nh ng v n c gi i quy t v th i gian c th v n c gi i quy t xong. Gi i quy t phn nn c a khch ngay l p t c (n u c th ) Ki m tra xem khch c th a mn hay cha. GVHD: Ths. inh Cng Thnh 77 SVTH: Hunh B o Ng c
nh Gi Ch t L ng D ch V C a Khch S n Chu C m n khch ni ra nh ng l i phn nn. V i nh ng khch quan tr ng, sau khi khch r i khch s n, c th vi t th, g i i n xin l i v c m n khch. N u khi bn giao ca m phn nn c a khch v n cha c gi i quy t th ph i thng bo l i cho ng i m i ti p nh n ca bi t. - Gi i php i v i cc y u t :Ki n th c v s hi u bi t c a nhn vin v cc i m vui chi du l ch(12) v Phng th c thanh ton thu n ti n (17). + Ki n th c v s hi u bi t c a nhn vin v cc i m vui chi du l ch: Bn c nh vi c ni m n , l ch s , lun s n lng gip khch, hi u bi t v nh ng d ch v bn trong khch s n th nhn vin khch s n cng c n c nh ng ki n th c v cc i m vui chi, tham quan du l ch t i thnh ph C n Th, v tr cc con ng, v tr cc c quan hnh chnh c a C n Th, khi khch c n th c th t v n cho khch. C n trang b b n v ti li u v a i m du l ch tham quan v ho c c yu c u g u lin h v i l tn. + Phng th c thanh ton thu n ti n: Trong th i gian t i, Khch s n Chu c n a d ng cc lo i hnh v phng th c thanh ton t o i u ki n thu n l i nh t cho khch hng nh m nng cao ch t l ng d ch v c a khch s n v i vi c ch p nh n thanh ton b ng sc du l ch (Travellers cheque) nh: Th nh t: o t o, nng cao nghi p v thanh ton b ng sc du l ch cho nhn vin, Th hai: u t trang thi t b ph c v cho vi c ch p nh n thanh ton b ng sc du l ch - Gi i php cho cc y u t c n t p trung pht tri n c a m hnh IPA: + Trang thi t b c a khch s n: Khch s n c n u t cho vi c nng c p ho c u t m i trang thi t b ph c v cho m c ch lu tr nh my l nh, nng c p ng truy n Internet, thang my, ki m tra hi n tr ng c a i n tho i, tivi v cc thi t b trong phng, m b o n ho t ng t t. Th ng xuyn ki m tra c th k p th i thay m i ga tr i gi ng, o g i, rm c aNh ng vi c ny tuy nh nhng ch c n ch u kh ch s mang l i s hi lng cho khch, tng m c c m nh n v d ch v C n
Th cho nhn vin l tn v khch c thi quen l m i vi c khng r, khng v a ,
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SVTH: Hunh B o Ng c
+ Cung c p d ch v ng nh yu c u c a khch: C n phn lo i v qu n o tr c khi gi t, trnh lem mu, trnh gy nh m l n khi giao qu n o cho khch. Nhn vin gi t i c n ki m tra hi n tr ng c a qu n o tr c khi giao cho khch. + Th i gian ph c v thu n ti n: Khch s n c n linh ho t trong vi c t ch c th i gian ph c v . Ch ng h n, i v i cc khch quen v khch quan tr ng, c th cn nh c khng ph thu n u h tr phng tr c 16 gi . M c khc, trong nh ng tr ng h p c bi t ho c khi c khch n c ngoi th c n ko di th i gian ph c v n sng so v i bnh th ng. i v i nh ng khch check out nhng v l do g ph i ch ti n s nh kh lu th khch s n c n ti p i h nh h v n cha check out, nh: m i h u ng n c mt, cung c p bo cho h c, m Tivi h khng c m th y h ch qu lu, khng c m th y h ph i tr phng s m. - Gi i php cho i t ng khch K t qu phn tch s khc bi t cho th y, nhm khch n i a l nhm khch kh tnh khi nh gi s th hi n c a cc y u t : H u hnh v C m thng. Do , khi ph c v i t ng ny th bn c nh vi c th c hi n t t cc y u t nu trn, khch s n c n ph i ch th hi n t t cc y u t khc trong
nhm H u hnh v C m thng. C n th ng xuyn ki m tra tnh tr ng lm vi c c a cc thi t b m b o n lm vic t t nh m h tr cho vi c n v ph c v khch c thu n ti n v t hi u qu . Trong cng tc chu n b n ti p khch c n ch n ch t l ng d ch v khng nn phn bi t khch qu c t hay Vi t Nam. Nhn vin ph c v c n t o s thn thi n, th hi n s quan tm n khch, s d ng cc ngn t tr nh tr ng cng nh thi tn tr ng trong giao ti p khng phn bi t khch n c ngoi hay Vi t Nam. Tuy nhin, khng nn c t o s thn thi n qu m c, c tm hi u thi quen s thch c a khch v theo m hnh IPA th ch tiu Nhn vin khch s n lun quan tm khch (15) v Nhn vin khch s n bi t r thi quen, s thch c a khch(18) c a nhm C m Thng c khuyn l nn h n ch pht tri n. - Gi i php i v i ngu n thng tin v khch s n: Ngu n thng tin ch y u du khch tm hi u l qua cc cng ty l hnh (38%). Do , trong th i gian t i, Chu c n ti p t c duy tr v pht tri n m i quan h h p tc t c v i cc cng ty l hnh, cng ty du l ch hi n t i. GVHD: Ths. inh Cng Thnh 79 SVTH: Hunh B o Ng c
ng th i, tm ki m v t m i quan h kinh doanh v i cc n v khc nh m nng cao cng su t phng cho khch s n. Ngoi ra, c n ch qu ng b hnh nh c a khch s n b ng phng ti n sch, bo, internet v y l phng ti n thng tin ph bi n i v i khch du l ch. Lm m i trang Web c a khch s n, lin k t v i cc trang Web khc, c bi t l cc trang web du l ch, vui chi gi i tr.
- Gi i php i v i ngu n nhn l c

+ T o i u ki n thu n l i nh t cho nhn vin nng cao k nng nghi p v cng nh ki n th c c a mnh (h c thm vi tnh, anh vn,). + Nh c nh v khuy n khch nhn vin lm vi c h t mnh, lun coi khch hng l th ng , vui v , t n t y v i khch hng. c bi t l ph i bi t cch ng x kho lo, khng h n h c hay tranh ci v i khch trong b t c tr ng h p no. + Nng cao tnh on k t, gip l n nhau, ph i h p trong cng vi c gi a cc nhn vin. + C nh ng chnh sch khuy n khch, khen th ng khch l nhn vin lm vi c m t cch t gic v trch nhi m.
80
SVTH: Hunh B o Ng c
CHNG 6 K T LU N V KI N NGH
6.1 K T LU N Ch t l ng lun l ch tiu quan tr ng hng u c a b t k s n ph m d ch v no. y l tiu ch khch hng nh gi nng l c ph c v c a nh cung c p v nh h ng quy t nh n s hi lng c a khch hng. Ch t l ng d ch v l v n c t li thu ht khch. Qua qu trnh nghin c u v phn tch, ta c m t s k t lu n v ch t l ng d ch v c a khch s n Chu nh sau: Cc thu c tnh u c m c quan tr ng cao v khch c xu h ng xem tr ng cc y u t v Tin c y, Trch nhi m v cc y u t : Nhn vin l ch s , ni m n v lun tn tr ng khch (13), Khch s n m b o an ninh an ton cho khch v ti s n c nhn c a khch (14), Phng th c thanh ton thu n ti n (17). Ch t l ng d ch v c a khch s n Chu hi n nay c nh gi l T t, t l khch hng hi lng khi s d ng d ch v c a khch s n kh cao (66%). Kh nng quay l i c a khch ph thu c vo s hi lng c a h . S hi lng c a khch cng tng khi ch t l ng d ch v tng. Trong , y u t m b o tc ng m nh nh t. Tuy nhin, ch t l ng d ch v c a khch s n v n cn m t s h n ch c n kh c ph c. Ch tiu Tin c y v n cha p ng c nhu c u c a khch v m t s y u t khc, bao g m: Gi i quy t phn nn nhanh chng (7), Linh ho t trong vi c cung c p d ch v theo yu c u c a khch (8), Ki n th c v s hi u bi t c a nhn vin v cc i m vui chi du l ch(12)v Phng th c thanh ton thu n ti n (17). Gi a khch qu c t v khch Vi t Nam c s khc nhau trong nh gi m c th hi n c a nhm H u hnh. Trong , khch qu c t nh gi cao hn khch Vi t Nam. Gi a cc nhm khch c thu nh p khc nhau th c s khc nhau trong nh gi m c th hi n c a nhm H u hnh v C m thng. Trong , nhm khch c thu nh p trn 10 tri u ng/ thng nh gi m c th hi n nhm H u hnh cao hn cc nhm cn l i. Cc nhm thu nh p t trn 3 GVHD: Ths. inh Cng Thnh 81 SVTH: Hunh B o Ng c
tri u ng/ thng nh gi m c th hi n nhm C m thng cao hn nhm cn l i. Gi a khch nam v khch n c s khc bi t trong kh nng quay l i. Trong , t l khch n s quay l i cao hn khch nam. K t qu t phn tch IPA ta th y c 6 y u t c n c n t p trung pht tri n, bao g m: (3), (6), (7), (8), (16), (17) . C 7 y u t c n ti p t c duy tr bao g m: Cc y u t ny g m: (2), (4), (5), (9), (13), (14). C 5 y u t c n h n ch pht tri n, bao g m: (10), (11), (12), (15), (18) thu ht khch hng, nng cao hi u qu ho t ng kinh doanh c a khch s n th vi c kh c ph c cc h n ch trong ch t l ng d ch v c a khch s n l m t i u c n thi t ph i lm. Cc gi i php ra bao g m: Gi i php nng cao m c hi u bi t nhu c u c a khch, Gi i php dnh cho nhm ch tiu Tin c y v cc y u t c m c chnh l ch (P - I) m, Gi i php cho cc y u t c n T p trung pht tri n c a m hnh IPA, Gi i php cho i t ng khch, Gi i php i v i ngu n thng tin, Gi i php i v i ngu n nhn l c. 6.2 KI N NGH khch du l ch lu l i khch s n s d ng d ch v th ngoi nh ng s n ph m do khch s n cung c p, du khch cn mu n s d ng s n ph m khc bn ngoi khch s n nh nh ng i m vui chi, gi i tr ....do ko di th i gian lu tr c a khch th c n c s ph i h p ng b gi a cc c quan nh 6.2.1. i v i S du l ch C n Th: - Tuyn truy n, qu ng b v du l ch, xy d ng hnh nh du l ch trn m i Website c a thnh ph , thi t k cc t ri, p-phch tuyn truy n, gi i thi u trn cc phng ti n truy n thng i chng v du l ch, t ch c cc l h i, cc chng trnh du l ch nh m khu ch trng hnh nh, t o s ch v thu ht du khch. Hnh thnh, pht tri n v c ng c hnh nh vn ha du l ch c a a phng, v a t o c m gic thn thi n v an ton, v a th hi n trnh lm du l ch v kh nng p ng t i a nhu c u c a du khch. - Ch u trch nhi m ph i h p v i cc ban ngnh c lin quan t ch c cc l p t p hu n k nng giao ti p, ph c v du khch cho nhn vin t i cc i m du l ch khch du l ch n C n Th c m t n t ng t t v u r t hi lng v nhn GVHD: Ths. inh Cng Thnh 82 SVTH: Hunh B o Ng c
vin. ng th i khuy n khch nhn vin t trao d i ki n th c, nng cao trnh ngo i ng . - T o i u ki n cho cc nh u t vo C n Th thu ht c l ng khch i theo chng trnh du l ch MICE t thnh ph H Ch Minh n C n Th ngh m, vui chi. - K t h p v i cc c p chnh quy n a phng, v i cng an a phng ki m sot ch t ch trong su t th i gian khch lu tr l i a phng. T o i u ki n an ninh t t nh t cho du khch trong tng lai du khch s nh gi y u t ny m c r t t t. - Ph i t vi c pht tri n du l ch trong s pht tri n chung c a c t nh v trong s pht tri n kinh t c a vng. S du l ch C n Th ph i lun l ng i tin phong trong v n lin k t du l ch. 6.2.2. i v i y ban nhn dn Thnh ph C n Th: - T o i u ki n thu n l i cho ngnh du l ch C n Th pht tri n. - C nh ng bi n php th c hi n nhanh chng vi c trnh ln v ph duy t s m cc d n, cng trnh thi cng ph c v du l ch khng lm h n ch vi c a d ng ha cc s n ph m du l ch. - u t, xy d ng nh ng khu vui chi gi i tr t i cc khu du l ch l n nh Ph Sa, M Khnh t o thm thnh ph n t o l c ht cho du l ch C n Th - H tr v n cho cc n v kinh doanh du l ch c i u ki n pht tri n. Quy ho ch t p trung hay ra v th c hi n t t chnh sch pht tri n du l ch t o i u ki n cho du l ch C n Th pht tri n ph h p v i xu h ng hi n t i. .
83
SVTH: Hunh B o Ng c
TI LI U THAM KH O
*** 1. Hong Tr ng - Chu Nguy n M ng Ng c, Phn tch d li u v i SPSS, i h c Kinh T TPHCM, NXB H ng c- 2008. 2. Nguy n Vn M nh, Hong Th Lan Hng, Gio trnh Qu n Tr Kinh Doanh Khch S n, NXB Lao ng- X H i, 2004 3. Lu Thanh c H i (2005), cng bi gi ng Nghin C u Marketing, Ti li u lu hnh n i b khoa Kinh T - QTKD, i h c C n Th. 4. Tr n Th Minh Ha, Gio trnh thanh ton qu c t trong du l ch, i h c Kinh T Qu c Dn, NXB i h c Kinh T Qu c Dn H N i, 2006 5. Ph m L H ng Nhung, Bi gi ng Qu n tr ch t l ng du l ch, Ti li u lu hnh n i b khoa Kinh T - QTKD, i h c C n Th 6. Hunh Nh t Phng, Hong Th H ng L c, Bi gi ng Qu n tr kinh doanh khch s n, Ti li u lu hnh n i b khoa Kinh T - QTKD, i h c C n Th 7. Mai Vn Nam, Gio trnh Nguyn l thng k kinh t , NXB Vn Ha Thng Tin, 2008
84
SVTH: Hunh B o Ng c
PH L C 1: B NG CU H I PH NG V N CAN THO UNIVERSITY ECONOMIC AND ADMINISTRATION OF COLLECGE
QUESTIONAIRE OF ESTIMATING SERVICE QUALITY OF ASIA HOTEL

Hello, Im a student majored in tourism- service trade administration, School of Economy- Business Administration of Can Tho University. Im carrying out a research to Estimate The Service Quality Of Asia Hotel in order to make the topic for the essay. I hope you can share some ideas. Your ideas are very important and meaningful for raising service quality of Asia Hotel. Thanks for your help! Please write X in the blank you choose! PART TO SELECT - Did you have used service of Asia hotel? No => Stop Yes => Continue - Are you or your relatives working at Asia hotel? C => Stop No => Continue PART I: Question 1: Please tell me if you are living in Can Tho? Yes => Start at question 4 No => Continue with question 2 Question 2: How often do you come to Can Tho? Fisrt => Pass question 4 2- 3 times >4 times Question 3: What is your purpose of coming to Can Tho? Visiting, tourism Meeting relatives, friends. Working, business Others (write clearly):. Question 4: How many times have you been to Asia Hotel? Fisrt 2- 3 times > 4 times Question 5: How many nights have you stayed at Asia Hotel? 1 night. 2- 3 nights. > 4 nights. Question 6: Which information resources you get to know about Asia Hotel? Relatives, friends, colleages Books, news, internet. Company and Agent travel. GVHD: Ths. inh Cng Thnh 85 SVTH: Hunh B o Ng c
Others (write clearly). PART II: Question 7: Can you show me your assessment of following elements to service quality of a hotel?
1. Very unimportant 2. Unimportant 3. Nomal 4. Important 5. Very important
Targets 1. Architechture of the hotel are decorated beautifully 2. The hotel with enough facilities 3. Employees of the hotel may wear neat, clean 4. Bedroom of the hotel has comfortable space and cleanliness 5. The hotel has modern equipment 6. The hotel's equipment worked well, no damage 7. Public areas ( Front office, corridor,)are cleaned 8. The hotel provides services at the time exactly as promised with customers 9. Customer will be provided the true service as their requests by the hotel staffs 10. Staffs can solve customers complain quickly 11. Customers booking informations are recorded accuratly by the hotel staff (name, date and time of arrival, billing, etc ...) 12.The hotel shown flexibility in providing services at customers requests 13. The hotel staffs serve their customers quickly and in time 14. The hotel staffs are always willing to help their customer when they have problems 15. The hotel staffs have never shown her/ his busy appearance to not respond to customer requests promptly 16. The hotel staffs are good at foreign language 17. The hotel staffs knowledge 18. The hotel staffs are always pollite 19. The hotel ensures security and safety for customers and their property 20. Customers always been interested in by staffs 21. The hotel has served time is convenient (check in, check out, breakfast) 22. The hotel has convenient mode of payment 23. Staffs know the habits or hobbies when customer use the services next time GVHD: Ths. inh Cng Thnh 86
1 2 3 4 5
SVTH: Hunh B o Ng c
Question 8. Could you show me your Felling level to service quality of Asia Hotel? 1. Very bad 2. Not good 3. Average 4. Good 5. Very good. Targets 1. Architechture of the hotel are decorated beautifully 2. The hotel with enough facilities 3. Employees of the hotel may wear neat, clean 4. Bedroom of the hotel has comfortable space and cleanliness 5. The hotel has modern equipment 6. The hotel's equipment worked well, no damage 7. Public areas ( Front office, corridor,)are cleaned 8. The hotel provides services at the time exactly as promised with customers 9. Customer will be provided the true service as their requests by the hotel staffs 10. Staffs can solve customers complain quickly 11. Customers booking informations are recorded accuratly by the hotel staff (name, date and time of arrival, billing, etc ...) 12.The hotel shown flexibility in providing services at customers requests 13. The hotel staffs serve their customers quickly and in time 14. The hotel staffs are always willing to help their customer when they have problems 15. The hotel staffs have never shown her/ his busy appearance to not respond to customer requests promptly 16. The hotel staffs are good at foreign language 17. The hotel staffs knowledge 18. The hotel staffs are always pollite 19. The hotel ensures security and safety for customers and their property 20. Customers always been interested in by staffs 21. The hotel has served time is convenient (check in, check out, Breakfast) 22. The hotel has convenient mode of payment 23. Staffs know the habits or hobbies when customer use the services next time 1 2 3 4 5
87
SVTH: Hunh B o Ng c
Question 9: Please tell me your overall satisfaction about Asia Hotels services? Satisfaction Unsatisfaction
Question 10: Would you like come to stay at Asia Hotel again? Yes No Question 11: Are you willing to introduce Asia Hotel to another people? Yes No Question 12: In your opinion, how can Asia Hotel be changed and replenished to meer the customers demands well? .................................................................................................................................. .................................................................................................................................. .................................................................................................................................. PART III Please give me some of your personal information ( I promise those informations will be in secret) - Gender: - Age : under 20 in 20-30 in 30-50 before50 - Your international: European - US Asia Viet Nam - Could you please tell me your monthly income? < 1.500 USD/month From 1.500-3.000 USD/month From 3.000-4.500 USD/month. Over 4.500 USD/month - Your educational degree: Under Hight school and High school Secondary vocation education- College Higher education Master Thank you very much for your ideas! GVHD: Ths. inh Cng Thnh 88 SVTH: Hunh B o Ng c Male Female
TR NG I H C C N TH KHOA KINH T - QU N TR KINH DOANH
B NG CU H I NGHIN C U NH GI CH T L NG D CH V C A KHCH S N CHU

Xin cho Anh/Ch , ti l sinh vin chuyn ngnh Kinh doanh Du l ch D ch v , Khoa Kinh T -QTKD Tr ng i h c C n Th, ti ang ti n hnh m t cu c nghin c u nh m nh gi ch t l ng d ch v c a khch s n Chu lm ti lu n vn t t nghi p. Ti r t mong Anh/Ch dnh t pht chia s v i ti nh ng nh gi c a KH v ch t l ng d ch v c a khch s n Chu. Nh ng ki n c a Anh/Ch r t quan tr ng v c ngha i v i vi c nng cao ch t l ng d ch v cho khch s n Chu. T t c nh ng thng tin v c nhn c a Anh/Ch s hon ton c b o m t. Chn thnh c m n s gip c a Anh/Ch ! Xin vui lng nh d u X vo cc Anh/Ch l a ch n! PH N SNG L C - Anh/Ch c s d ng d ch v c a khch s n Chu l n no cha? Cha l n no => D ng C s d ng => Ti p t c - Anh/Ch ho c ng i thn c ang lm vi c cho khch s n Chu khng? C => D ng Khng => Ti p t c PH N I Cu 1: Hi n t i Anh/Ch c ang sinh s ng t i C n Th hay khng? C => B t u tr l i t cu 4 Khng => Ti p t c cu 2 Cu 2: Xin Anh/Ch cho bi t, y l l n th m y Anh/Ch n C n Th? L n u tin => B qua cu 4 2- 3 l n. > 4 l n. Cu 3: Xin Anh/Ch vui lng cho bi t m c ch n C n Th c a Anh/Ch l g? Tham quan, du l ch. Thm ng i thn, b n b i cng tc, kinh doanh. Khc ( Ghi r). Cu 4: Anh/Ch n khch s n Chu c bao nhiu l n? L n u tin. 2- 3 l n. > 4l n Cu 5: Th i gian Anh/Ch lu l i khch s n Chu l bao lu? 1 m. 2- 3 m. > 4 m. Cu 6: Anh/Ch tm hi u cc thng tin v khch s n Chu t ngu n no? Ng i thn, b n b, ng nghi p. Sch , bo, internet. Cc cng ty l hnh. GVHD: Ths. inh Cng Thnh 89 SVTH: Hunh B o Ng c
Ngu n khc. Ghi r:.. PH N II Cu 7: Anh/Ch vui lng cho bi t nh gi c a Anh/Ch v cc tiu ch d i y i v i ch t l ng d ch v c a m t khch s n?
1. R t khng quan tr ng 2. Khng quan tr ng 3. Trung bnh 4. Quan tr ng 5. R t quan tr ng
Ch tiu 1. Khch s n c ki n trc p 2. Khch s n c y ti n nghi 3. Nhn vin khch s n n m c tm t t, g n gng 4. Phng ngh c khng gian r ng ri, thong mt 5. Trang thi t b c a khch s n hi n i 6. Trang thi t b c a khch s n lm vi c t t v khng b h h ng 7. Cc khu v c chung (ti n s nh, hnh lang,) c v sinh s ch s 8. Khch s n cung c p d ch v ng th i i m nh h a v i khch 9. Khch s n cung c p d ch v ng nh yu c u c a khch hng 10. Khch s n gi i quy t khi u n i, phn nn c a khch nhanh chng, chuyn nghi p 11. Cc thng tin Book phng c khch s n ghi nh n chnh xc (h tn, ngy gi n, s l ng v lo i phng) 12. Khch s n linh ho t trong vi c cung c p d ch v theo yu c u c a khch 13. Khch s n cung c p d ch v nhanh chng, k p th i cho khch 14. Nhn vin khch s n lun s n sng gip khch hng 15. Nhn vin khch s n khng bao gi t ra qu b n r n khng p ng yu c u cho khch 16. Nhn vin khch s n c kh nng giao ti p b ng ngo i ng thnh th o 17. Ki n th c v s hi u bi t c a nhn vin 18. Nhn vin khch s n lun ni m n , l ch s v tn tr ng khch 19. Khch s n m b o an ninh, an ton cho khch v ti s n c nhn c a khch 20. Khch lun c nhn vin khch s n quan tm 21. Th i gian ph c v c a khch s n thu n ti n cho khch ( Gi check in, check out, gi n sng) 22. Khch s n c phng th c thanh ton thu n ti n cho khch 23. Nhn vin khch s n bi t r thi quen, s thch khi khch s d ng d ch v l n ti p theo GVHD: Ths. inh Cng Thnh 90
SVTH: Hunh B o Ng c
nh Gi Ch t L ng D ch V C a Khch S n Chu Cu 8: Anh/ Ch vui lng cho bi t M C ch t l ng d ch v c a khch s n Chu?

1. R t khng t t 2. Khng t t 3. Trung bnh 4. T t 5. R t t t
C M NH N c a anh ch i v i
Ch tiu 1. Khch s n c ki n trc p 2. Khch s n c y ti n nghi 3. Nhn vin khch s n n m c tm t t, g n gng 4. Phng ngh c khng gian r ng ri, thong mt 5. Trang thi t b c a khch s n hi n i 6. Trang thi t b c a khch s n lm vi c t t v khng b h h ng 7. Cc khu v c chung (ti n s nh, hnh lang,) c v sinh s ch s 8. Khch s n cung c p d ch v ng th i i m nh h a v i khch 9. Khch s n cung c p d ch v ng nh yu c u c a khch hng 10. Khch s n gi i quy t khi u n i, phn nn c a khch nhanh chng, chuyn nghi p 11. Cc thng tin Book phng c khch s n ghi nh n chnh xc (h tn, ngy gi n, s l ng v lo i phng) 12. Khch s n linh ho t trong vi c cung c p d ch v theo yu c u c a khch 13. Khch s n cung c p d ch v nhanh chng, k p th i cho khch 14. Nhn vin khch s n lun s n sng gip khch hng 15. Nhn vin khch s n khng bao gi t ra qu b n r n khng p ng yu c u cho khch 16. Nhn vin khch s n c kh nng giao ti p b ng ngo i ng thnh th o 17. Ki n th c v s hi u bi t c a nhn vin 18. Nhn vin khch s n lun ni m n , l ch s v tn tr ng khch 19. Khch s n m b o an ninh, an ton cho khch v ti s n c nhn c a khch 20. Khch lun c nhn vin khch s n quan tm 21. Th i gian ph c v c a khch s n thu n ti n cho khch ( Gi check in, check out, gi n sng) 22. Khch s n c phng th c thanh ton thu n ti n cho khch
23. Nhn vin khch s n bi t r thi quen, s thch khi khch s d ng d ch v l n ti p theo Cu 9: Anh/Ch vui lng cho bi t m c hi lng chung v ch t l ng d ch v c a khch s n Chu? Hi lng Khng hi lng GVHD: Ths. inh Cng Thnh 91 SVTH: Hunh B o Ng c
Cu 10: N u c c h i, vo m t d p khc Anh/Ch c quay l i khch s n Chu khng? C Khng Cu 11: Anh/Ch c s n lng gi i thi u khch s n Chu v i nh ng ng i khc khng? C Khng Cu 12: Theo Anh/Ch , khch s n Chu nn thay i, b sung nh th no p ng t t hn nhu c u c a khch hng? .................................................................................................................................. .................................................................................................................................. .................................................................................................................................. PH N III Anh ch vui lng cho bi t m t s thng tin c nhn (Ti xin m b o cc thng tin ny s c b o m t). - Gi i tnh: - Tu i : D i 20 T 20-30 T 30-50 Trn 50 tu i - Qu c t ch: u- M Chu Vi t Nam - Xin Anh/Ch vui lng cho bi t m c thu nh p hng thng c a gia nh Anh/Ch kho ng bao nhiu? D i 3 tri u ng T 3 n 5 tri u T 5 n 10 tri u Trn 10 tri u - Trnh h c v n c a Anh/Ch l? D i Trung h c v Trung h c Cao ng- Trung c p ih c Sau i h c R t c m n cc ki n ng gp c a Anh/Ch ! GVHD: Ths. inh Cng Thnh 92 SVTH: Hunh B o Ng c Nam N
PH L C 2: CC K T QU PHN TCH S *** B NG 1: KI M NH TR NG

Reliability Statistics Cronbach's Alpha Based on Standardized Items .780
LI U
TIN C Y THANG O M C
QUAN
Cronbach's Alpha .776
N of Items 23 Item-Total Statistics Scale Variance if Item Deleted 59.844 61.785 57.169 61.040 59.016 61.804 62.949 59.876 60.889 57.533 60.818 61.419 59.222 60.091 58.490 59.226 58.077 60.336 58.995 58.118 60.412 57.517 59.459 Corrected Item-Total Correlation .329 .165 .468 .225 .306 .204 .035 .392 .254 .455 .238 .212 .343 .344 .379 .394 .391 .275 .384 .496 .266 .457 .379 Cronbach's Alpha if Item Deleted .768 .777 .758 .774 .769 .774 .789 .765 .772 .759 .773 .774 .767 .767 .764 .764 .763 .771 .764 .758 .771 .759 .765
Scale Mean if Item Deleted I - KS co kien truc dep I -KS co day du tien nghi I - NVKS an mac tuom tat, gon gang I - Phong nghi rong rai, thoang mat I - Trang thiet bi cua Khch s n hien dai I - Trang thiet bi cua Khch s n lam viec tot, khong bi hong I - Cac khu vuc chung sach se I - Cung cap dich vu dung thoi diem I - Cung cap dich vu dung nhu yeu cau I - Giai quyet phan nan cua khach nhanh chong I - KS ghi nhan thong tin book phong chinh xac I - KS linh hoat trong cung cap dich vu theo yeu cau I - KS cung cap dich vu nhanh chong, kip thoi I - NVKS luon an sang giup do khach I - NVKS khong to ra qua ban ron I - NVKS giao tiep bang ngoai ngu thanh thao I - Kien thuc, hieu biet cua NV I - NVKS luon niem no, lich su va ton trong khach I - KS dam bao an ninh, an toan I - NVKS luon quan tam khach I - Thoi gian phuc vu thuan tien I Phuong thuc thanh toan thuan tien I - NVKS biet ro thoi quen, so thich cua khach 84.7900 84.7500 84.7700 84.3000 84.8800 84.7900 85.0000 84.7300 84.8600 84.6100 84.5200 84.6600 84.4800 84.5000 84.9300 85.3100 84.9400 84.6300 84.5700 85.0600 84.8500 84.5900 85.3400
93
SVTH: Hunh B o Ng c
B NG 2: KI M NH
Reliability Statistics Cronbach's Alpha Based on Standardized Items .842
TIN C Y THANG O M C
TH HI N
Cronbach's Alpha .841
N of Items 23 Item-Total Statistics Scale Variance if Item Deleted 87.162 92.997 88.309 94.471 91.945 90.687 87.644 89.665 88.810 88.715 93.981 87.583 89.955 87.173 93.192 85.634 89.038 88.651 89.286 90.795 92.426 89.157 85.731 Corrected Item-Total Correlation .575 .264 .504 .150 .321 .371 .423 .445 .531 .385 .158 .506 .257 .486 .233 .558 .382 .489 .511 .389 .288 .370 .553 Cronbach's Alpha if Item Deleted .828 .840 .831 .844 .838 .836 .834 .834 .831 .836 .844 .831 .843 .831 .841 .828 .836 .832 .832 .836 .839 .837 .828
P - KS co kien truc dep P - KS co day du tien nghi P - NVKS an mac tuom tat, gon gang P Phong nghi rong rai, thoang mat P - Trang thiet bi cua KS hien dai P - Trang thiet bi cua KS lam viec tot, khong bi hong P - Cac khu vuc chung sach se P - Cung cap dich vu dung thoi diem P - Cung cap dich vu dung nhu yeu cau P - Giai quyet phan nan cua khach nhanh chong P - KS ghi nhan thong tin book phong chinh xac P - KS linh hoat trong cung cap dich vu theo yeu cau P - KS cung cap dich vu nhanh chong, kip thoi P - NVKS luon an sang giup do khach P - NVKS khong to ra qua ban ron P - NVKS giao tiep bang ngoai ngu thanh thao P - Kien thuc, hieu biet cua NV P - NVKS luon niem no, lich su va ton trong khach P - KS dam bao an ninh, an toan P - NVKS luon quan tam khach P - Thoi gian phuc vu thuan tien P - Phuong thuc thanh toan thuan tien P - NVKS biet ro thoi quen, so thich cua khach
Scale Mean if Item Deleted 82.3600 82.4500 82.5600 82.2900 82.7900 82.6000 83.2500 82.5400 82.7200 82.7500 82.3300 82.6500 82.6200 82.2800 82.8600 82.8900 82.9500 82.3400 82.3700 82.8500 82.7200 82.7100 82.9200
94
SVTH: Hunh B o Ng c
FREQUENCY
B NG 3: PHN TCH T N S
Frequency 63 37 100 Percent 63.0 37.0 100.0
( GI I TNH)
Valid Percent 63.0 37.0 100.0 Cumulative Percent 63.0 100.0
Valid
Nam Nu Total
Frequency Valid Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total 8 55 29 8 100
( TU I)
Valid Percent 8.0 55.0 29.0 8.0 100.0 Cumulative Percent 8.0 63.0 92.0 100.0
Percent 8.0 55.0 29.0 8.0 100.0
B NG 5: PHN TCH TN S
Frequency 17 83 100
( QU C T CH)
Valid
Quoc te Viet Nam Total
Percent 17.0 83.0 100.0
Frequency 13 4 17 83 100
( PHN LO I KHCH QU C T )
Percent 13.0 4.0 17.0 83.0 100.0 Valid Percent 76.5 23.5 100.0 Cumulative Percent 76.5 100.0
Valid
Au My Chau A Total
Missing Total
Khach noi dia
Frequency 22 31 24 6 83 17 100
( THU NH P KHCH N I A)
Percent 22.0 31.0 24.0 6.0 83.0 17.0 100.0 Valid Percent 26.5 37.3 28.9 7.2 100.0 Cumulative Percent 26.5 63.9 92.8 100.0
Valid
Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total
Missing Total
Khach quoc te
95
SVTH: Hunh B o Ng c
( THU NH P KHCH QU C T )
Frequency Valid < 1.500 USD Tu 1.500 - 3000 USD Tu 3.000 - 4.500 USD > 4.000 USD Total Missing Total Khach noi dia 2 5 6 4 17 83 100
Frequency Valid Duoi 3 trieu Tu 3 - 5 trieu Tu 5 10 trieu Tren 10 trieu Total 22 31 24 23 100
( THU NH P KHCH)
Percent 22.0 31.0 24.0 23.0 100.0 Valid Percent 22.0 31.0 24.0 23.0 100.0 Cumulative Percent 22.0 53.0 77.0 100.0
B NG 10: PHN TCH T N S ( TRNH

Frequency Valid Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total 25 40 24 11 100 Percent 25.0 40.0 24.0 11.0 100.0
H C V N)
Valid Percent 25.0 40.0 24.0 11.0 100.0 Cumulative Percent 25.0 65.0 89.0 100.0
B NG 11: PHN TCH T N S ( KHCH S NG T I C N TH)

Frequency 12 88 100 Percent 12.0 88.0 100.0 Valid Percent 12.0 88.0 100.0 Cumulative Percent 12.0 100.0
Valid
Co Khong Total

Frequency Valid Lan dau tien 2 - 3 lan > 4 lan Total Missing Total Song tai Can Tho 44 28 16 88 12 100
(L N N C N TH)
Percent 44.0 28.0 16.0 88.0 12.0 100.0 Valid Percent 50.0 31.8 18.2 100.0 Cumulative Percent 50.0 81.8 100.0
96
SVTH: Hunh B o Ng c
(M C CH N C N TH)
Frequency Valid Tham quan, du lich Tham nguoi than, ban be Cong tac, kinh doanh Khac Total Missing Total Song tai Can Tho 33 18 29 8 88 12 100

Frequency Valid Lan dau 2 - 3 lan > 4 lan Total 67 21 12 100 Percent 67.0 21.0 12.0 100.0
(S
L N N CHU)
Cumulative Percent 67.0 88.0 100.0
Valid Percent 67.0 21.0 12.0 100.0

Frequency 58 26 16 100
(TH I GIAN LU TR
Valid Percent 58.0 26.0 16.0 100.0 Cumulative Percent 58.0 84.0 100.0
CHU)
Valid
1 dem 2 - 3 dem > 4 dem Total
Percent 58.0 26.0 16.0 100.0

Frequency Valid Nguoi than, ban be, dong nghiep Sach, bao, Internet Cac cong ty lu hanh Khac Total 29 16 38 17 100
(NGU N THNG TIN V CHU)

Percent 29.0 16.0 38.0 17.0 100.0 Valid Percent 29.0 16.0 38.0 17.0 100.0 Cumulative Percent 29.0 45.0 83.0 100.0

Frequency Valid Khong hai long Hai long Total 34 66 100
(HI LNG)
Percent 34.0 66.0 100.0 Valid Percent 34.0 66.0 100.0 Cumulative Percent 34.0 100.0
97
SVTH: Hunh B o Ng c

Frequency Valid Co Khong Total 85 15 100 Percent 85.0 15.0 100.0
( S N LNG QUAY L I)

Frequency Valid Co Khong Total 54 46 100 Percent 54.0 46.0 100.0
(S N LNG GI I THI U)
DESCRIPTIVES
B NG 20: I M TRUNG BNH M C CH TIU
N I-HUU HINH I-TIN CAY I-TRACH NHIEM I-DAM BAO I-CAM THONG Valid N (listwise) 100 100 100 100 100 100 Minimum 2.00 3.00 2.00 2.25 2.75 Maximum 4.75 5.00 5.00 5.00 5.00 Mean 3.8225 3.9150 3.9150 3.7675 3.6700 Std. Deviation .59171 .46360 .72841 .54269 .49732
QUAN TR NG C A 5 NHM
B NG 21: I M TRUNG BNH M C THU C TNH

N I - KS co kien truc dep I - NVKS an mac tuom tat, gon gang I - Trang thiet bi cua KS hien dai I - Trang thiet bi cua KS lam viec tot, khong bi hong I - Cung cap dich vu dung thoi diem I - Cung cap dich vu dung nhu yeu cau I - Giai quyet phan nan cua khach nhanh chong I - KS linh hoat trong cung cap dich vu theo yeu cau I - NVKS luon an sang giup do khach I - NVKS khong to ra qua ban ron I - NVKS giao tiep bang ngoai ngu thanh thao I - Kien thuc, hieu biet cua NV 100 100 100 100 100 100 100 100 100 100 100 100
QUAN TR NG C A 18
Minimum 2.00 1.00 1.00 2.00 2.00 2.00 2.00 3.00 2.00 1.00 2.00 2.00
Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00
Mean 3.8400 3.8600 3.7500 3.8400 3.9000 3.7700 4.0200 3.9700 4.1300 3.7000 3.3200 3.6900
Std. Deviation .81303 .93225 .98857 .72083 .70353 .78951 .90988 .78438 .74745 .91563 .78983 .95023
98
SVTH: Hunh B o Ng c
I - NVKS luon niem no, lich su va ton trong khach I - KS dam bao an ninh, an toan I - NVKS luon quan tam khach I - Thoi gian phuc vu thuan tien I - Phuong thuc thanh toan thuan tien I - NVKS biet ro thoi quen, so thich cua khach Valid N (listwise)
100 100 100 100 100 100 100
2.00 2.00 2.00 1.00 2.00 2.00
5.00 5.00 5.00 5.00 5.00 5.00
4.0000 4.0600 3.5700 3.7800 4.0400 3.2900
.84087 .83871 .78180 .84781 .90921 .78232
B NG 22: I M TRUNG BNH M C TIU

N P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG Valid N (listwise) 100 100 100 100 100 100 Minimum 2.00 2.25 2.00 1.75 2.25 Maximum 4.75 5.00 5.00 5.00 5.00
TH HI N C A 5 NHM CH
Mean 3.8225 3.7350 3.8300 3.7625 3.6000
Std. Deviation .54390 .56163 .72551 .63003 .53300
B NG 23: I M TRUNG BNH M C TNH

N P Khch s n co kien truc dep P - NVKS an mac tuom tat, gon gang P - Trang thiet bi cua KS hien dai P - Trang thiet bi cua KS lam viec tot, khong bi hong P - Cung cap dich vu dung thoi diem P - Cung cap dich vu dung nhu yeu cau P - Giai quyet phan nan cua khach nhanh chong P - KS linh hoat trong cung cap dich vu theo yeu cau P - NVKS luon an sang giup do khach P - NVKS khong to ra qua ban ron P - NVKS giao tiep bang ngoai ngu thanh thao P - Kien thuc, hieu biet cua NV P - NVKS luon niem no, lich su va ton trong khach P Khch s n dam bao an ninh, an toan P - NVKS luon quan tam khach P - Thoi gian phuc vu thuan tien P - Phuong thuc thanh toan thuan tien P - NVKS biet ro thoi quen, so thich cua khach Valid N (listwise) 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
TH HI N C A 18 THU C
Minimum 1.00 1.00 1.00 1.00 2.00 1.00 1.00 1.00 1.00 2.00 1.00 1.00 1.00 2.00 1.00 2.00 1.00 1.00
Maximum 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
Mean 4.0400 3.8400 3.6100 3.8000 3.8600 3.6800 3.6500 3.7500 4.1200 3.5400 3.5100 3.4500 4.0600 4.0300 3.5500 3.6800 3.6900 3.4800
Std. Deviation .87525 .87294 .77714 .84087 .82902 .78983 1.03840 .93609 1.00785 .78393 1.02981 1.00880 .86246 .77140 .79614 .77694 1.02193 1.02966
99
SVTH: Hunh B o Ng c
INDEPENDENT SAMPLES T TEST

B NG 24: KI M NH S
Gioi tinh Nam Nu I-TIN CAY I-TRACH NHIEM I-DAM BAO I-CAM THONG P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG Nam Nu Nam Nu Nam Nu Nam Nu Nam Nu Nam Nu Nam Nu Nam Nu Nam Nu
KHC BI T C A NHM GI I TNH

N 63 37 63 37 63 37 63 37 63 37 63 37 63 37 63 37 63 37 63 37 Mean 3.7698 3.9122 3.9206 3.9054 3.8889 3.9595 3.7778 3.7500 3.6984 3.6216 3.8056 3.8514 3.7063 3.7838 3.8175 3.8514 3.7659 3.7568 3.5873 3.6216 Std. Deviation .63706 .50075 .46625 .46529 .75906 .68087 .57521 .48947 .53347 .43149 .53590 .56353 .59490 .50402 .72569 .73470 .56596 .73477 .52201 .55784 Std. Error Mean .08026 .08232 .05874 .07649 .09563 .11193 .07247 .08047 .06721 .07094 .06752 .09264 .07495 .08286 .09143 .12078 .07130 .12080 .06577 .09171
I-HUU HINH
Levene's Test for Equality of Variances Sig. (2F I-HUU HINH Equal variances assumed Equal variances not assumed I-TIN CAY Equal variances assumed Equal variances not assumed I-TRACH NHIEM Equal variances assumed Equal variances not assumed I-DAM BAO Equal variances assumed Equal variances not assumed I-CAM THONG Equal variances assumed Equal variances not assumed P- HUU HINH Equal variances assumed Equal variances not assumed P-TIN CAY Equal variances assumed Equal variances not assumed .898 .346 .578 .449 1.000 .320 1.501 .223 .518 .473 .007 .931 .994 Sig. .321 T -1.163 -1.238 .158 .158 -.466 -.479 .246 .257 .744 .786 -.405 -.399 -.664 -.693 Df 98 89.836 98 75.695 98 82.280 98 85.443 98 88.320 98 72.518 98 85.699 tailed) .248 .219 .875 .875 .642 .633 .806 .798 .459 .434 .687 .691 .508 .490
100
SVTH: Hunh B o Ng c
P-TRACH NHIEM
Equal variances assumed Equal variances not assumed
.000
.998
-.224 -.224
98 74.812 98 61.148 98 71.560
.823 .824 .945 .948 .758 .762
P-DAM BAO
1.547
.217
.070 .065
P- CAM THONG
.423
.517
-.309 -.304
B NG 25: KI M NH S
Quoc tich Quoc te Viet Nam I-TIN CAY I-TRACH NHIEM I-DAM BAO I-CAM THONG P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG Quoc te Viet Nam Quoc te Viet Nam Quoc te Viet Nam Quoc te Viet Nam Quoc te Viet Nam Quoc te Viet Nam Quoc te Viet Nam Quoc te Viet Nam Quoc te Viet Nam
KHC BI T GI A NHM QU C T CH
N 17 83 17 83 17 83 17 83 17 83 17 83 17 83 17 83 17 83 17 83 Mean 3.9118 3.8042 3.9412 3.9096 3.7059 3.9578 3.6765 3.7861 3.5441 3.6958 4.1029 3.7651 3.8971 3.7018 3.9412 3.8072 3.9412 3.7259 3.6618 3.5873 Std. Deviation .46722 .61492 .41012 .47591 .68599 .73337 .49025 .55372 .48602 .49855 .50820 .53583 .53076 .56506 .55572 .75640 .66456 .62055 .51494 .53879 Std. Error Mean .11332 .06750 .09947 .05224 .16638 .08050 .11890 .06078 .11788 .05472 .12326 .05882 .12873 .06202 .13478 .08303 .16118 .06811 .12489 .05914
I-HUU HINH
Levene's Test for Equality of Variances Sig. (2F I-HUU HINH Equal variances assumed Equal variances not assumed I-TIN CAY Equal variances assumed Equal variances not assumed I-TRACH NHIEM Equal variances assumed Equal variances not assumed I-DAM BAO Equal variances assumed Equal variances not assumed I-CAM THONG Equal variances assumed .001 .974 .420 .518 .089 .766 1.430 .235 1.796 Sig. .183 T .681 .815 .254 .281 -1.304 -1.363 -.757 -.821 -1.147 Df 98 28.663 98 25.662 98 24.110 98 25.119 98 tailed) .498 .422 .800 .781 .195 .185 .451 .419 .254
101
SVTH: Hunh B o Ng c
Equal variances not assumed P-HUU HINH Equal variances assumed Equal variances not assumed P- TIN CAY Equal variances assumed Equal variances not assumed P-TRACH NHIEM Equal variances assumed Equal variances not assumed P-DAM BAO Equal variances assumed Equal variances not assumed P-CAM THONG Equal variances assumed Equal variances not assumed .011 .918 .166 .684 3.999 .048 .217 .642 .187 .666
-1.167 2.388 2.474 1.311 1.366 .692 .846 1.288 1.230 .523 .539
23.427 98 23.874 98 24.038 98 29.614 98 22.088 98 23.747
.255 .019 .021 .193 .184 .491 .404 .201 .232 .602 .595
ANOVA
B NG 26: KI M NH S KHC BI T THEO
Descriptives
TU I
N I-HUU HINH Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total I-TIN CAY Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total I-TRACH NHIEM Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total I-DAM BAO Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 8 55 29 8 100 8 55 29 8 100 8 55 29 8 100 8 55 29 8
Mean 3.7813 3.7318 3.9138 4.1563 3.8225 3.6563 3.9273 4.0000 3.7813 3.9150 4.0000 3.8000 4.0862 4.0000 3.9150 3.7500 3.8045 3.6983 3.7813
Std. Deviation .33905 .58503 .66237 .46170 .59171 .56596 .49924 .39528 .20863 .46360 .65465 .73661 .77998 .46291 .72841 .53452 .57270 .55251 .31161
Std. Error .11987 .07888 .12300 .16324 .05917 .20010 .06732 .07340 .07376 .04636 .23146 .09932 .14484 .16366 .07284 .18898 .07722 .10260 .11017
102
SVTH: Hunh B o Ng c
Total I-CAM THONG Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total P-HUU HINH Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total P-TIN CAY Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total P-TRACH NHIEM Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total P-DAM BAO Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total P-CAM THONG Duoi 20 Tu 20 - 30 Tu 30 - 50 Tren 50 Total
100 8 55 29 8 100 8 55 29 8 100 8 55 29 8 100 8 55 29 8 100 8 55 29 8 100 8 55 29 8 100
3.7675 3.6250 3.6182 3.7328 3.8438 3.6700 3.8750 3.8909 3.7845 3.4375 3.8225 3.5625 3.8273 3.6379 3.6250 3.7350 4.2500 3.7727 3.7931 3.9375 3.8300 4.0000 3.8364 3.6379 3.4688 3.7625 3.5313 3.6409 3.5603 3.5313 3.6000
.54269 .58248 .51337 .44787 .49888 .49732 .29881 .53091 .52066 .78774 .54390 .47716 .60834 .52435 .35355 .56163 .46291 .67918 .84004 .77632 .72551 .23146 .59942 .76935 .38816 .63003 .31161 .62317 .45638 .24776 .53300
.05427 .20594 .06922 .08317 .17638 .04973 .10564 .07159 .09668 .27851 .05439 .16870 .08203 .09737 .12500 .05616 .16366 .09158 .15599 .27447 .07255 .08183 .08083 .14287 .13724 .06300 .11017 .08403 .08475 .08760 .05330
Test of Homogeneity of Variances
Levene Statistic I-HUU HINH I-TIN CAY I-TRACH NHIEM I-DAM BAO I-CAM THONG 1.560 3.001 1.526 1.165 .783
df1 3 3 3 3 3
df2 96 96 96 96 96
Sig. .204 .034 .213 .327 .506
103
SVTH: Hunh B o Ng c
P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG
1.980 1.276 1.170 4.390 3.721 ANOVA Sum of Squares df 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99
3 3 3 3 3
96 96 96 96 96
.122 .287 .325 .006 .014
Mean Square .533 .344 F 1.547 Sig. .207
I-HUU HINH Between Groups Within Groups Total I-TIN CAY Between Groups Within Groups Total I-TRACH NHIEM Between Groups Within Groups Total I-DAM BAO Between Groups Within Groups Total I-CAM THONG Between Groups Within Groups Total P-HUU HINH Between Groups Within Groups Total P-TIN CAY Between Groups Within Groups Total P-TRACH NHIEM Between Groups Within Groups Total P-DAM BAO Between Groups Within Groups Total P-CAM THONG Between Groups Within Groups Total
1.599 33.063 34.662 .897 20.381 21.278 1.693 50.834 52.528 .218 28.938 29.157 .520 23.965 24.485 1.507 27.780 29.287 1.076 30.151 31.228 1.724 50.386 52.110 1.892 37.405 39.297 .213 27.912 28.125
.299 .212
1.408
.245
.564 .530
1.066
.367
.073 .301
.242
.867
.173 .250
.694
.558
.502 .289
1.736
.165
.359 .314
1.142
.336
.575 .525
1.095
.355
.631 .390
1.618
.190
.071 .291
.245
.865
104
SVTH: Hunh B o Ng c
B NG 27: KI M NH S
KHC BI T THEO THU NH P
Descriptives Std. N I-HUU HINH Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total I-TIN CAY Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total I-TRACH NHIEM Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total I-DAM BAO Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total I-CAM THONG Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total P-HUU HINH Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total P-TIN CAY Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu 22 31 24 23 100 22 31 24 23 100 22 31 24 23 100 22 31 24 23 100 22 31 24 23 100 22 31 24 23 100 22 31 24 23 Mean 3.8750 3.7097 3.7813 3.9674 3.8225 3.8977 3.8952 3.9167 3.9565 3.9150 3.9091 3.8387 4.1667 3.7609 3.9150 3.8750 3.8065 3.7292 3.6522 3.7675 3.7841 3.7097 3.5938 3.5870 3.6700 3.5682 3.8952 3.7917 4.0000 3.8225 3.5114 3.8145 3.7708 3.8043 Std. Deviation .44821 .72197 .64400 .44149 .59171 .54368 .45540 .47012 .41046 .46360 .76589 .83053 .54507 .68870 .72841 .53868 .58705 .48855 .54741 .54269 .63759 .48346 .38879 .46837 .49732 .63706 .45996 .50898 .52764 .54390 .53717 .64216 .47729 .52741 Error .09556 .12967 .13146 .09206 .05917 .11591 .08179 .09596 .08559 .04636 .16329 .14917 .11126 .14360 .07284 .11485 .10544 .09972 .11414 .05427 .13593 .08683 .07936 .09766 .04973 .13582 .08261 .10389 .11002 .05439 .11453 .11533 .09743 .10997
105
SVTH: Hunh B o Ng c
Total P-TRACH NHIEM Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total P-DAM BAO Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total P-CAM THONG Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Total
100 22 31 24 23 100 22 31 24 23 100 22 31 24 23 100
3.7350 3.7727 3.7903 3.9792 3.7826 3.8300 3.4886 3.8145 3.8750 3.8370 3.7625 3.3636 3.7258 3.6771 3.5761 3.6000
.56163 .68534 .79345 .63381 .78082 .72551 .76950 .58441 .38307 .70955 .63003 .50431 .59286 .37935 .56626 .53300
.05616 .14612 .14251 .12938 .16281 .07255 .16406 .10496 .07819 .14795 .06300 .10752 .10648 .07744 .11807 .05330
Levene Statistic I-HUU HINH I-TIN CAY I-TRACH NHIEM I-DAM BAO I-CAM THONG P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG 3.291 .857 1.632 1.143 2.660 1.394 .456 1.208 2.913 1.335 ANOVA Sum of Squares I-HUU HINH Between Groups Within Groups Total I-TIN CAY Between Groups Within Groups Total I-TRACH Between Groups .979 33.683 34.662 .058 21.219 21.278 2.248 df 3 96 99 3 96 99 3
df1 3 3 3 3 3 3 3 3 3 3
df2 96 96 96 96 96 96 96 96 96 96
Sig. .024 .466 .187 .336 .053 .249 .713 .311 .038 .268
Mean Square .326 .351 F .930 Sig. .429
.019 .221
.088
.966
.749
1.430
.239
106
SVTH: Hunh B o Ng c
NHIEM
Within Groups Total
50.280 52.528 .642 28.514 29.157 .633 23.852 24.485 2.334 26.953 29.287 1.438 29.790 31.228 .707 51.403 52.110 2.165 37.132 39.297 1.875 26.250 28.125
96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99
.524
I-DAM BAO Between Groups Within Groups Total I-CAM THONG Between Groups Within Groups Total P-HUU HINH Between Groups Within Groups Total P-TIN CAY Between Groups Within Groups Total P-TRACH NHIEM Between Groups Within Groups Total P-DAM BAO Between Groups Within Groups Total P-CAM THONG Between Groups Within Groups Total LSD Dependent Variable (I) Thunhap
.214 .297
.721
.542
.211 .248
.850
.470
.778 .281
2.771
.046
.479 .310
1.544
.208
.236 .535
.440
.725
.722 .387
1.866
.141
.625 .273
2.286
.084
Std. (J) Thunhap Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Tu 3 - 5 trieu Duoi 3 trieu Tu 5 - 10 trieu Tren 10 trieu Tu 5 - 10 trieu Duoi 3 trieu Tu 3 - 5 trieu Tren 10 trieu Tren 10 trieu Duoi 3 trieu Mean Difference (I-J) -.32698(*) -.22348 -.43182(*) .32698(*) .10349 -.10484 .22348 -.10349 -.20833 .43182(*) Error .14771 .15640 .15801 .14771 .14407 .14582 .15640 .14407 .15461 .15801 Sig. .029 .156 .007 .029 .474 .474 .156 .474 .181 .007
90% Confidence Interval Lower Bound Upper Bound -.5723 -.4832 -.6943 .0816 -.1358 -.3470 -.0363 -.3428 -.4651 .1694 -.0816 .0363 -.1694 .5723 .3428 .1374 .4832 .1358 .0485 .6943
P-HUU HINH Duoi 3 trieu
107
SVTH: Hunh B o Ng c
Tu 3 - 5 trieu Tu 5 - 10 trieu P-CAM THONG Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu Tren 10 trieu Tu 3 - 5 trieu Duoi 3 trieu Tu 5 - 10 trieu Tren 10 trieu Tu 5 - 10 trieu Duoi 3 trieu Tu 3 - 5 trieu Tren 10 trieu Tren 10 trieu Duoi 3 trieu Tu 3 - 5 trieu Tu 5 - 10 trieu
.10484 .20833 -.36217(*) -.31345(*) -.21245 .36217(*) .04872 .14972 .31345(*) -.04872 .10100 .21245 -.14972 -.10100
.14582 .15461 .14577 .15434 .15594 .14577 .14217 .14391 .15434 .14217 .15258 .15594 .14391 .15258
.474 .181 .015 .045 .176 .015 .733 .301 .045 .733 .510 .176 .301 .510
-.1374 -.0485 -.6043 -.5698 -.4714 .1201 -.1874 -.0893 .0571 -.2849 -.1524 -.0465 -.3887 -.3544
.3470 .4651 -.1201 -.0571 .0465 .6043 .2849 .3887 .5698 .1874 .3544 .4714 .0893 .1524
*. The mean difference is significant at the 0.1 level.
B NG 28: KI M NH S
KHC BI T THEO TRNH

Descriptives
H CV N
N I-HUU HINH Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total I-TIN CAY Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total I-TRACH NHIEM Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total I-DAM BAO Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc 25 40 24 11 100 25 40 24 11 100 25 40 24 11 100 25 40 24 11
Mean 3.8900 3.7250 3.7708 4.1364 3.8225 3.8900 3.9188 3.8854 4.0227 3.9150 3.8600 3.8750 3.9792 4.0455 3.9150 3.8100 3.8000 3.7292 3.6364
Std. Deviation .42131 .66699 .64233 .43823 .59171 .52579 .46474 .46026 .34378 .46360 .71473 .80662 .58009 .82020 .72841 .53658 .54948 .52085 .62614
Std. Error .08426 .10546 .13112 .13213 .05917 .10516 .07348 .09395 .10365 .04636 .14295 .12754 .11841 .24730 .07284 .10732 .08688 .10632 .18879
108
SVTH: Hunh B o Ng c
Total I-CAM THONG Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total P-HUU HINH Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total P-TIN CAY Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total P-TRACH NHIEM Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total P-DAM BAO Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total P-CAM THONG Duoi Trung hoc va Trung hoc Cao dang - Trung cap Dai hoc Sau dai hoc Total
100 25 40 24 11 100 25 40 24 11 100 25 40 24 11 100 25 40 24 11 100 25 40 24 11 100 25 40 24 11 100
3.7675 3.7400 3.6625 3.5833 3.7273 3.6700 3.7300 3.8875 3.7708 3.9091 3.8225 3.6200 3.8250 3.7604 3.6136 3.7350 3.9400 3.8000 3.8542 3.6364 3.8300 3.6200 3.7938 3.8958 3.6818 3.7625 3.4800 3.6625 3.6042 3.6364 3.6000
.54269 .63525 .49856 .32693 .48029 .49732 .66505 .42347 .58475 .57307 .54390 .57337 .60235 .54413 .39312 .56163 .63443 .69614 .75871 .97701 .72551 .77433 .51543 .52085 .85214 .63003 .49958 .58984 .49955 .47911 .53300
.05427 .12705 .07883 .06673 .14481 .04973 .13301 .06696 .11936 .17279 .05439 .11467 .09524 .11107 .11853 .05616 .12689 .11007 .15487 .29458 .07255 .15487 .08150 .10632 .25693 .06300 .09992 .09326 .10197 .14446 .05330
Levene Statistic I-HUU HINH I-TIN CAY I-TRACH NHIEM I-DAM BAO I-CAM THONG P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG ANOVA 2.085 .921 1.092 .258 3.765 1.628 .918 1.521 1.889 .727
df1 3 3 3 3 3 3 3 3 3 3
df2 96 96 96 96 96 96 96 96 96 96
Sig. .107 .434 .357 .855 .013 .188 .435 .214 .137 .539
109
SVTH: Hunh B o Ng c
Sum of Squares I-HUU HINH Between Groups Within Groups Total I-TIN CAY Between Groups Within Groups Total I-TRACH NHIEM Between Groups Within Groups Total I-DAM BAO Between Groups Within Groups Total I-CAM THONG Between Groups Within Groups Total P-HUU HINH Between Groups Within Groups Total P-TIN CAY Between Groups Within Groups Total P-TRACH NHIEM Between Groups Within Groups Total P-DAM BAO Between Groups Within Groups Total P-CAM THONG Between Groups Within Groups Total 1.642 33.020 34.662 .165 21.113 21.278 .426 52.102 52.528 .312 28.845 29.157 .341 24.144 24.485 .529 28.757 29.287 .832 30.395 31.228 .765 51.345 52.110 1.045 38.252 39.297 .531 27.594 28.125 Df 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99 3 96 99
Mean Square .547 .344 F 1.591 Sig. .197
.055 .220
.250
.861
.142 .543
.261
.853
.104 .300
.346
.792
.114 .251
.452
.716
.176 .300
.589
.624
.277 .317
.876
.456
.255 .535
.477
.699
.348 .398
.874
.457
.177 .287
.616
.606
110
SVTH: Hunh B o Ng c
PAIRED SAMPLES T TEST

B NG 29: SO SNH I M TRUNG BNH M C M C QUAN TR NG TH HI N ( 5 NHM CH TIU)
Mean Pair 1 Pair 2 Pair 3 Pair 4 Pair 5 I-HUU HINH P-HUU HINH I-TIN CAY P-TIN CAY I-TRACH NHIEM P-TRACH NHIEM I-DAM BAO P-DAM BAO I-CAM THONG P-CAM THONG 3.8225 3.8225 3.9150 3.7350 3.9150 3.8300 3.7675 3.7625 3.6700 3.6000 N 100 100 100 100 100 100 100 100 100 100 Std. Deviation .59171 .54390 .46360 .56163 .72841 .72551 .54269 .63003 .49732 .53300 Std. Error Mean .05917 .05439 .04636 .05616 .07284 .07255 .05427 .06300 .04973 .05330
Mean
Paired Differences Std. Std. Error 90% Confidence Interval Deviation Mean of the Difference Lower Upper .14172 .29533 .23842 .13889 .19669
df
Sig. (2-tailed)
Pair 1 Pair 2 Pair 3 Pair 4 Pair 5
I-HUU HINH - P-HUU HINH I-TIN CAY - P-TIN CAY I-TRACH NHIEM P-TRACH NHIEM I-DAM BAO - PDAM BAO I-CAM THONG - P-CAM THONG
.00000 .18000 .08500 .00500 .07000
.85354 .69457 .92402 .80637 .76300
.08535 .06946 .09240 .08064 .07630
-.14172 .06467 -.06842 -.12889 -.05669
.000 2.592 .920 .062 .917
99 99 99 99 99
1.000 .011 .360 .951 .361
B NG 30: SO SNH I M TRUNG BNH M C M C
QUAN TR NG -
TH HI N ( 18 THU C TNH)
Mean 3.8400 4.0400 3.8600 3.8400 3.7500 3.6100 3.8400 3.8000 3.9000 N 100 100 100 100 100 100 100 100 100 Std. Deviation .81303 .87525 .93225 .87294 .98857 .77714 .72083 .84087 .70353 Std. Error Mean .08130 .08752 .09323 .08729 .09886 .07771 .07208 .08409 .07035
Pair 1 Pair 2
I Khch s n co kien truc dep P - KS co kien truc dep I NVKS an mac tuom tat, gon gang P - NVKS an mac tuom tat, gon gang
Pair 3 Pair 4
I Trang thiet bi cua KS hien dai P - Trang thiet bi cua KS hien dai I Trang thiet bi cua KS lam viec tot, khong bi hong P - Trang thiet bi cua KS lam viec tot, khong bi hong I Cung cap dich vu dung thoi diem
Pair 5
111
SVTH: Hunh B o Ng c
P - Cung cap dich vu dung thoi diem Pair 6 I Cung cap dich vu dung nhu yeu cau P - Cung cap dich vu dung nhu yeu cau Pair 7 I - Giai quyet phan nan cua khach nhanh chong P - Giai quyet phan nan cua khach nhanh chong Pair 8 I - KS linh hoat trong cung cap dich vu theo yeu cau P - KS linh hoat trong cung cap dich vu theo yeu cau I - NVKS luon an sang giup do khach P - NVKS luon an sang giup do khach Pair 10 Pair 11 I - NVKS khong to ra qua ban ron P - NVKS khong to ra qua ban ron I - NVKS giao tiep bang ngoai ngu thanh thao P - NVKS giao tiep bang ngoai ngu thanh thao Pair 12 I - Kien thuc, hieu biet cua NV P - Kien thuc, hieu biet cua NV Pair 13 I - NVKS luon niem no, lich su va ton trong khach P - NVKS luon niem no, lich su va ton trong khach Pair 14 Pair 15 Pair 16 Pair 17 Pair 18 I - KS dam bao an ninh, an toan P - KS dam bao an ninh, an toan I - NVKS luon quan tam khach P - NVKS luon quan tam khach I - Thoi gian phuc vu thuan tien P - Thoi gian phuc vu thuan tien I - Phuong thuc thanh toan thuan tien P - Phuong thuc thanh toan thuan tien I - NVKS biet ro thoi quen, so thich cua khach P - NVKS biet ro thoi quen, so thich cua khach
3.8600 3.7700 3.6800 4.0200 3.6500 3.9700 3.7500 4.1300 4.1200 3.7000 3.5400 3.3200 3.5100 3.6900 3.4500 4.0000 4.0600 4.0600 4.0300 3.5700 3.5500 3.7800 3.6800 4.0400 3.6900 3.2900 3.4800
100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100
.82902 .78951 .78983 .90988 1.03840 .78438 .93609 .74745 1.00785 .91563 .78393 .78983 1.02981 .95023 1.00880 .84087 .86246 .83871 .77140 .78180 .79614 .84781 .77694 .90921 1.02193 .78232 1.02966
.08290 .07895 .07898 .09099 .10384 .07844 .09361 .07475 .10078 .09156 .07839 .07898 .10298 .09502 .10088 .08409 .08625 .08387 .07714 .07818 .07961 .08478 .07769 .09092 .10219 .07823 .10297
Pair 9
112
SVTH: Hunh B o Ng c
Mean
Paired Differences Std. Std. Error 90% Confidence Interval Deviation Mean of the Difference Lower Upper -.00397
df
Sig. (2-tailed)
Pair 1 Pair 2
I - KS co kien truc dep - P - KS co kien truc dep I - NVKS an mac tuom tat, gon gang - P - NVKS an mac tuom tat, gon gang I - Trang thiet bi cua KS hien dai - P - Trang thiet bi cua KS hien dai I - Trang thiet bi cua KS lam viec tot, khong bi hong - P - Trang thiet bi cua KS lam viec tot, khong bi hong I - Cung cap dich vu dung thoi diem - P - Cung cap dich vu dung thoi diem I - Cung cap dich vu dung nhu yeu cau - P - Cung cap dich vu dung nhu yeu cau I - Giai quyet phan nan cua khach nhanh chong - P - Giai quyet phan nan cua khach nhanh chong I - KS linh hoat trong cung cap dich vu theo yeu cau - P - KS linh hoat trong cung cap dich vu theo yeu cau I - NVKS luon an sang giup do khach - P NVKS luon an sang giup do khach I - NVKS khong to ra qua ban ron - P - NVKS khong to ra qua ban ron I - NVKS giao tiep bang ngoai ngu thanh thao P - NVKS giao tiep bang ngoai ngu thanh thao I - Kien thuc, hieu biet cua NV - P - Kien thuc, hieu biet cua NV I - NVKS luon niem no, lich su va ton trong khach - P - NVKS luon niem no, lich su va ton trong khach
-.20000
1.18065
.11807
-.39603
-1.694
99
.093
.02000
1.13689
.11369
-.16877
.20877
.176
99
.861
Pair 3
.14000
1.31056
.13106
-.07760
.35760
1.068
99
.288
Pair 4
.04000
1.04369
.10437
-.13329
.21329
.383
99
.702
Pair 5
.04000
1.00423
.10042
-.12674
.20674
.398
99
.691
Pair 6
.09000
1.01598
.10160
-.07869
.25869
.886
99
.378
Pair 7
.37000
1.16042
.11604
.17733
.56267
3.189
99
.002
Pair 8
.22000
1.15102
.11510
.02889
.41111
1.911
99
.059
Pair 9
.01000
1.19337
.11934
-.18815
.20815
.084
99
.933
Pair 10 Pair 11
.16000
1.04175
.10418
-.01297
.33297
1.536
99
.128
-.19000
1.26087
.12609
-.39935
.01935
-1.507
99
.135
Pair 12 Pair 13
.24000
1.24819
.12482
.03275
.44725
1.923
99
.057
-.06000
1.14433
.11443
-.25000
.13000
-.524
99
.601
113
SVTH: Hunh B o Ng c
Pair 14 Pair 15 Pair 16 Pair 17
I - KS dam bao an ninh, an toan - P - KS dam bao an ninh, an toan I - NVKS luon quan tam khach - P - NVKS luon quan tam khach I - Thoi gian phuc vu thuan tien - P - Thoi gian phuc vu thuan tien I - Phuong thuc thanh toan thuan tien - P Phuong thuc thanh toan thuan tien I - NVKS biet ro thoi quen, so thich cua khach - P - NVKS biet ro thoi quen, so thich cua khach
.03000
.96875
.09688
-.13085
.19085
.310
99
.757
.02000
1.06344
.10634
-.15657
.19657
.188
99
.851
.10000
1.14150
.11415
-.08953
.28953
.876
99
.383
.35000
1.18386
.11839
.15343
.54657
2.956
99
.004
Pair 18
-.19000
1.23660
.12366
-.39532
.01532
-1.536
99
.128
CROSSTABULATION
B NG 30: PHN TCH B NG CHO (HI LNG V S QUAY L I)
Se quay lai KS A Chau * Hai long ve CLDV cua KS A Chau Crosstabulation Hai long ve CLDV cua KS A Chau Khong hai long Hai long 26 59 76.5% 8 23.5% 34 100.0% 89.4% 7 10.6% 66 100.0%
Total 85 85.0% 15 15.0% 100 100.0%
Se quay lai KS A Chau
Co
Khong
Total
Count % within Hai long ve CLDV cua KS A Chau Count % within Hai long ve CLDV cua KS A Chau Count % within Hai long ve CLDV cua KS A Chau
Chi-Square Tests Asymp. Sig. (2-sided) .086 .156 .094 .137 2.910 100 1 .088 .080 Exact Sig. (2-sided) Exact Sig. (1-sided)
Pearson Chi-Square Continuity Correction(a) Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association N of Valid Cases
Value 2.939(b) 2.013 2.799
df 1 1 1
a Computed only for a 2x2 table b 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.10.
114
SVTH: Hunh B o Ng c
B NG 31: PHN TCH B NG CHO (HI LNG V S N LNG GI I THI U)

Se gioi thieu KS A Chau voi nguoi khac * Hai long ve CLDV cua KS A Chau Crosstabulation Hai long ve CLDV cua KS A Chau Khong hai long Hai long 19 35 55.9% 15 44.1% 34 100.0% 53.0% 31 47.0% 66 100.0%
Total 54 54.0% 46 46.0% 100 100.0%
Se gioi thieu KS A Chau voi nguoi khac
Co
Khong
Total
Count % within Hai long ve CLDV cua KS A Chau Count % within Hai long ve CLDV cua KS A Chau Count % within Hai long ve CLDV cua KS A Chau
Chi-Square Tests Asymp. Sig. (2-sided) .786 .953 .786
Value .073(b) .004 .074
df 1 1 1
Exact Sig. (2-sided)
Exact Sig. (1-sided)
.835 .073 1 .787
.477
100 a Computed only for a 2x2 table b 0 cells (.0%) have expected count less than 5. The minimum expected count is 15.64.
B NG 32: PHN TCH B NG CHO ( GI I TNH V S N LNG QUAY L I)

Se quay lai KS A Chau * Gioi tinh Crosstabulation Gioi tinh Nam Se quay lai KS A Chau Co Khong Total Count % within Gioi tinh Count % within Gioi tinh Count % within Gioi tinh 50 79.4% 13 20.6% 63 100.0% Nu 35 94.6% 2 5.4% 37 100.0% Total 85 85.0% 15 15.0% 100 100.0%
Chi-Square Tests Asymp. Sig. (2-sided) 1 1 .039 .077 Exact Sig. (2-sided) Exact Sig. (1-sided)
Value Pearson Chi-Square Continuity 4.240(b) 3.130
df
115
SVTH: Hunh B o Ng c
Correction(a) Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association N of Valid Cases 4.198 100 1 .040 4.837 1 .028 .045 .033
B NG 33: PHN TCH B NG CHO (QU C T CH V S N LNG QUAY L I)

Se quay lai KS A Chau * Quoc tich Crosstabulation Quoc tich Quoc te Viet Nam 14 71 82.4% 85.5% 3 12 17.6% 14.5% 17 83 100.0% 100.0%
Total 85 85.0% 15 15.0% 100 100.0%
Co Khong
Total
Count % within Quoc tich Count % within Quoc tich Count % within Quoc tich
Chi-Square Tests Asymp. Sig. (2-sided) .737 1.000 .742 .716 .111 100 1 .739 .491 Exact Sig. (2-sided) Exact Sig. (1-sided)
Value .113(b) .000 .109
df 1 1 1
a Computed only for a 2x2 table b 1 cells (25.0%) have expected count less than 5. The minimum expected count is 2.55.
B NG 34: PHN TCH B NG CHO (TU I V S N LNG QUAY L I)

Se quay lai KS A Chau * Tuoi moi Crosstabulation Tuoi moi Tu 20 - 30 47 85.5% 8 14.5% 55 100.0%
Co Khong
Total
Count % within Tuoi moi Count % within Tuoi moi Count % within Tuoi moi
Duoi 20 6 75.0% 2 25.0% 8 100.0%
Tren 30 32 86.5% 5 13.5% 37 100.0%
Total 85 85.0% 15 15.0% 100 100.0%
116
SVTH: Hunh B o Ng c
Chi-Square Tests Value .700(a) .616 .387 100 df 2 2 1 Asymp. Sig. (2-sided) .705 .735 .534
Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases
a 1 cells (16.7%) have expected count less than 5. The minimum expected count is 1.20.
B NG 35: PHN TCH B NG CHO (THU NH P V S N LNG QUAY L I)

Se quay lai KS A Chau * Thu nhap moi Crosstabulation Thu nhap moi Duoi 5 trieu Tren 5 trieu 44 41 83.0% 87.2% 9 6 17.0% 12.8% 53 47 100.0% 100.0%
Total 85 85.0% 15 15.0% 100 100.0%
Co Khong
Total
Count % within Thu nhap moi Count % within Thu nhap moi Count % within Thu nhap moi
Chi-Square Tests Asymp. Sig. (2-sided) .556 .758 .554 .589 .344 100 1 .558 .381 Exact Sig. (2-sided) Exact Sig. (1-sided)
Value .347(b) .095 .350
df 1 1 1
B NG 36: PHN TCH B NG CHO (TRNH LNG QUAY L I)
H C V N V S N
Se quay lai KS A Chau * Trinh do moi Crosstabulation Trinh do moi Trung cap - cao dang 35 87.5% 5 12.5% 40 100.0%
Co Khong
Total
Count % within Trinh do moi Count % within Trinh do moi Count % within Trinh do moi
Trung hoc tro xuong 21 84.0% 4 16.0% 25 100.0%
Dai hoc tro len 29 82.9% 6 17.1% 35 100.0%
Total 85 85.0% 15 15.0% 100 100.0%
117
SVTH: Hunh B o Ng c
Chi-Square Tests Value .342(a) .347 .033 100 df 2 2 1 Asymp. Sig. (2-sided) .843 .841 .856
Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases
a 1 cells (16.7%) have expected count less than 5. The minimum expected count is 3.75.
DISCRIMINANT
B NG 37: PHN TCH PHN BI T S HI LNG
Group Statistics Hai long ve CLDV cua KS A Chau Khong hai long Valid N (listwise) Unweighted Weighted 34 34.000 34 34.000 34 34.000 34 34.000 34 34.000 66 66.000 66 66.000 66 66.000 66 66.000 66 66.000 100 100.000 100 100.000 100 100.000 100 100.000 100 100.000
Hai long
Total
P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG
Mean 3.4559 3.3824 3.5735 3.3015 3.2794 4.0114 3.9167 3.9621 4.0000 3.7652 3.8225 3.7350 3.8300 3.7625 3.6000
Std. Deviation .55210 .51211 .77001 .63598 .49530 .43508 .49872 .66973 .48038 .47612 .54390 .56163 .72551 .63003 .53300
Wilks' Lambda Wilks' Lambda .660
Test of Function(s) 1
Chi-square 39.691
df 5
Sig. .000
Tests of Equality of Group Means Wilks' Lambda .764 .795 .935 .721 .812
P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG
F 30.343 25.294 6.816 37.853 22.727
df1 1 1 1 1 1
df2 98 98 98 98 98
Sig. .000 .000 .010 .000 .000
118
SVTH: Hunh B o Ng c
Standardized Canonical Discriminant Function Coefficients Function 1 P-HUU HINH P-TIN CAY P-TRACH NHIEM P-DAM BAO P-CAM THONG Structure Matrix Function 1 P-DAM BAO P-HUU HINH P-TIN CAY P-CAM THONG P-TRACH NHIEM .866 .775 .708 .671 .367 .434 .091 .096 .603 .062
Pooled within-groups correlations between discriminating variables and standardized canonical discriminant functions. Variables ordered by absolute size of correlation within function.
B NG 38: PHN TCH PHN BI T S

Wilks' Lambda .944
S N LNG QUAY L I
Wilks' Lambda Test of Function(s) 1 Chi-square 5.478 df 5 Sig. .360
119
SVTH: Hunh B o Ng c

Danh Gia Chat Luong Dich Vu Cua Khach San A Chau

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TR NG I H C C N TH KHOA KINH T - QU N TR KINH DOANH

Gio vin h ng d n Ths. INH CNG THNH

m c khng hi lng, t l du khch quay l i kh th p.

CHNG 2 PHNG PHP LU N V PHNG PHP NGHIN C U

bar v m t s d ch v gi i tr. Khch s n c th c xy d ng

s n i v i ngu n ti nguyn du l ch. o c thm yu c u v trang tr khch s n v v sinh. c ch tr ng hn v d ch v bu ng.

Khch hng GAP5

D ch v k v ng D ch v c m nh n Cung ng d ch v GAP3 Chuy n c m nh n thnh cc yu c u d ch v GAP2 C m nh n c a nh cung ng d ch v v s k v ng c a khch

Thng tin bn ngoi t i khch

GVHD: Ths. inh Cng Thnh

PH N I M c quan tr ng cao M c th c hi n th p T p trung pht tri n

PH N II M c quan tr ng cao M c th c hi n cao Ti p t c duy tr

PH N III M c quan tr ng th p M c th c hi n th p H n ch pht tri n

Hnh 2: M hnh m c quan tr ng m c th c hi n

GVHD: Ths. inh Cng Thnh

(Ngu n: Phng k ton, Khch s n Chu)

5 . 004 + 6 . 276 + 7 . 816 100 % 6 . 955 + 7 . 400 + 8 . 582

GVHD: Ths. inh Cng Thnh

2.2.2 Quy trnh thu th p v x l s li u

Ki m nh Independent Samples T- test v ANOVA

So snh s khc bi t m c quan tr ng v nh gi m c th hi n

Hnh 3: Quy trnh thu th p v phn tch s li u

CHNG 3 T NG QUAN V KHCH S N CHU

GVHD: Ths. inh Cng Thnh

GVHD: Ths. inh Cng Thnh

Sau y l s c c u t ch c c a khch s n Chu: H I NG QU N TR GIM C

PHNG K TON HNH CHNH

GVHD: Ths. inh Cng Thnh

ih c Trung c p - Cao ng Trung h c tr xu ng

3.5 TNH HNH HO T NG KINH DOANH T

L T KHCH LU TR T I KHCH S N CHU QUA CC NM 2008- 2010 vt: l t khch

Nm 2009 T tr ng (%) 84,81 15,19 100,00

Nm 2010 T tr ng (%) 91,07 8,93

Chnh l ch 2009/2008 S l t 1.272 (827) 445 T tr ng (%) 25,42 (42,39) 6,39

Chnh l ch 2010/2009 S l t 1.540 (358) 1.182 T tr ng (%) 24,62 (31,85) 15,97

S l t 6.276 1.124 7.400

Chnh l ch 2009/2008 S ti n 140 19 88 (141) 106 T tr ng (%) 5,74 2,34 5,24

(29,19) (13) 1,96 813

GVHD: Ths. inh Cng Thnh

GVHD: Ths. inh Cng Thnh

CHNG 4 NH GI C A KHCH HNG V CH T L NG CC D CH V KHCH S N CHU CUNG C P

TIN C Y (c 5 bi n chi ti t) TRCH NHI M (c 3 bi n chi ti t) MB O (c 4 bi n chi ti t)

GVHD: Ths. inh Cng Thnh

b ng 6 c ch n d a vo 5 nhm y u t v 22 thu c tnh o

GVHD: Ths. inh Cng Thnh

TIN C Y C A THANG O M C QUAN TR NG

GVHD: Ths. inh Cng Thnh

100 25 40 24 11 Qu c t ch 100 u - M 13 Chu 4 Vi t Nam 83 ( Ngu n: Sinh vin th c hi n th ng k m t s li u s c p)

m c trung bnh. Nhn vin khch s n bi t r thi quen, s thch m c trung

bnh l do a s khch n khch s n l n u tin v ch ngh l i m t m nn h khc bi t m c quan tr ng gi a cc nhm khch

GVHD: Ths. inh Cng Thnh

Ch tiu H u hnh Trch nhi m mb o C m thng

ANOVA F 1,547 1,066 0,242 0,694 Gi t p 0,207 0,367 0,867 0,558

TR NG THEO THU NH P i m trung bnh theo m c thu nh p (tri u ng/thng) ANOVA F

Ch tiu Tin c y Trch nhi m mb o

F 1,591 0,250 0,261 0,346

H u hnh Tin c y Trch nhi m mb o

GVHD: Ths. inh Cng Thnh

4.4 NH GI C A KHCH HNG V D CH V C A KHCH S N CHU

4.4.1 nh gi c a khch hng v m c th hi n cc d ch v c a khch s n Chu B ng 19: NH GI C A KHCH V M C

thu c tnh t t c u c nh gi T t, khng c thu c tnh no c c m nh n m c R t t t. Khch s n th hi n t t nh t cc tiu ch sau: Ki n trc

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