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NGHIN CU THC NGHIM S THA MN TRONG CNG VIC TI CALL
CENTER VINAPHONE - CC GII PHP NNG CAO S HI LNG CA KHAI
THC VIN
V Th Thin Hi & Phm c K
I.

GII THIU

Bi vit ny s trnh by m hnh v kt qu nghin cu c kho st ti cc Call Center ca

VinaPhone khu vc 2, t thng 8/2010 11/2010 nhm kim nghim m hnh l thuyt v thang
o lng s hi lng ca in thoi vin trong lnh vc Call Center ti Vit Nam [1]. Kt qu
nghin cu s cung cp thng tin cho cc nh mng thng tin di ng v cc nh cung cp dch
v Call Center trong vic hoch nh, xy dng cc chnh sch duy tr ngun nhn lc nng
cao cht lng phc v khch hng.
M hnh xut cho nghin cu thc nghim vi 12 thnh phn tc ng n s hi lng ca
nhn vin bao gm: Thu nhp, iu kin lm vic, o to v h tr, Phn hi, c im cng
vic, Quan h ng nghip, Quan h vi cp trn, S yu thch cng vic, Phc li, Tng
thng, Thng tin v Thng tin trong t chc [1].
II. PHNG PHP NGHIN CU
Qu trnh nghin cu bao gm giai on nghin cu nh tnh v nghin cu nh lng. Nghin
cu nh tnh xc nh cc bin o lng bng cch phng vn 20 khai thc vin (KTV) trc
tip lm cng vic h tr khch hng qua in thoi t ngy 20/7/2010 26/7/2010 hnh
thnh thang o ban u. Tin hnh kho st th trn 42 KTV kim nh li thang o v hiu
chnh bng cu hi ln cui cng trc khi kho st chnh thc.
Giai on nghin cu nh lng c thc hin 2 ln: Ln th nht s dng dng bng cu hi
truyn thng hiu chnh thang o v m hnh nghin cu (ch th hin mi quan h tuyn
tnh). Ln th hai s dng bng cu hi Kano th hin nhng mi quan h phi tuyn nhm phn
loi nhng c tnh cht lng theo Kano v s dng ma trn tch hp Kano-IPA (Importance
Performance Analysis) (xem Lee v ctg, 2009) nhm xc nh nhng yu t cn ci thin. C hai
ln kho st u s dng phng php ly mu thun tin-phi xc sut vi c mu uc xc nh
nh sau:

.. vi tin cy 95%, =0.05 nn

Z/2=1.96,
, vi sai s e cho php bng 0.1. Sau khi thay s, ta
c th tnh ra c s mu cn thu thp l 257. Nhng v m ng c s lng l 1014 KTV v
257>10%*1014 nn c mu s ly li nh sau:
= 146.13. Sau khi pht 750
bng cu hi ln 1 v 360 bng cu hi ln 2, kt qu thu c 513 bng kho st ln 1 v 209
bng kho st ln 2 hp l.

Thu thp v phn tch d liu: D liu sau khi c thu thp s c phn tch bng phn mm
SPSS 16.0 [2], phn tch c tin hnh thng qua nhng giai on sau sau: Giai on I: (1)
phn tch nhn t khm ph nh gi gi tr v kim nh thang o bng h s Cronbachs
Alpha, (2) chy hi quy a bin kim nh m hnh cng nh xem xt nh hng ca cc
nhn t n s hi lng ca KTV. Giai on II: (3) phn loi cc nhn t theo cc c tnh cht
lng Kano [3], [4], (4) s dng phng php tch hp Kano IPA xc nh nhng nhn t
cn tp trung ci thin.
III. KT QU NGHIN CU GIAI ON I
3.1 Kt qu thng k m t:
D liu phn tch c c mu 513 vi thang o Likert 5 im, cho cc gi tr Skewness v
Kurtosis nm trong khong [-1,+1] nn cc bin c th c xem nh c phn b chun v c
chp nhn s dng cc k thut thng k [6].
Vi thang o Likert 5 im (1: Rt khng ng n 5: Rt ng ), gi tr trung bnh ca cc
bin o lng thu nhp kh thp (t 2.46 2.79) ngha l KTV cha hi lng vi thu nhp hin
ti ca mnh, c bit cc KTV cho rng thu nhp cha tng xng vi s ng gp ca h
(2.46). KTV c xu hng hi lng vi iu kin lm vic mc trung bnh (3.32). i vi nhn
t phc li th cc KTV u kh hi lng vi nhng ch bo him m cng ty cung cp (3.54)
tuy nhin cc chuyn tham quan du lch cn t (2.83) v cha nhn c s h tr ca b phn
cng on cng ty (2.8).
Cc KTV u cho rng h tr khch hng qua in thoi l cng vic chu kh nhiu p lc
(3.80), th v (3.54) nhng phc tp (3.42) v tng xng vi trnh hc vn ca h (3.18).
i vi cc nhn t o to v h tr trong cng vic th cc KTV kh hi lng v h tr k nng
nghip v (3.68), c cp nht thng tin (3.6) v kin thc lin quan n cng vic (3.65)
nhng o to v vi tnh v ngoi ng th cn hn ch (2.72). Cc nhn t phn hi, quan h vi
cp trn v quan h ng nghip nh gi trung bnh (3.09 3.78). iu ny cng phn nh kh
thc t v mi trng v tnh cht cng vic ca cc KTV phi tp trung v p lc nn t quan
tm n mi trng xung quanh.
a s KTV u cho rng y l cng vic rt c ngha (3.58), v h cm thy yu thch cng
vic (3.49) v hnh phc khi h tr c thng tin khch hng yu cu (3.6). Tuy nhin, cc
KTV cm thy kh bnh thng vi nhng hnh ng ng vin, khuyn khch (3.00) v h
khng c nhiu c hi thng tin (2.86) mc d h c quan tm n vn thng tin (Ti
khng quan tm n thng tin c mean = 2.87). i vi cm nhn chung v cng vic th KTV
nh gi yu t hi lng bnh thng (3.37) trong khi yu thch cng vic (3.26) v gn b lu
di nh gi thp hn (3.24).
3.2 Phn tch nhn t:
Kt qu phn tch nhn t khm ph EFA bng phn mm SPSS 16.0 nh sau: Nhn t thng tin,
phn hi v phc li t m hnh ban u b loi do cc h s ti (Factor loading) < 0.5 [4], cc
bin sau: Cng vic ph hp vi trnh hc vn, Cng vic to iu kin ci thin nhng k
nng kin thc, Ph hp vi mi trng Call Center, c tham gia vo cc hot ng on
th, Thch lm vic theo ca, Hi lng vi hnh ng khch l, o to thm v vi tnh v
ngoi ng b loi do h s ti <0.5). Do , t 12 nhn t ban u c nhm li thnh 9 nhn
t mi: Quan h vi cp trn (gm 7 bin t m hnh ban u) , Yu thch cng vic (gm 4 bin
t m hnh ban u v b sung thm bin Cng vic h tr khch hng qua in thoi th v t

nhn t c im cng vic, Thu nhp (5 bin t m hnh ban u), iu kin lmvic (cn 3
bin sau khi loi bin Thch ch lm vic theo ca), o to v h tr trong cng vic (cn 3
bin t m hnh ban u sau khi loi bin o to thm v vi tnh v ngoi ng, Tng thng
(cn 2 bin sau khi loi bin Hi lng vi nhng hnh ng khch l hin ti, Thng tin (cn 3
bin sau khi loi bin Khng quan tm n vic thng tin), c im cng vic (cn 2 bin
Cng vic p lc v Cng vic phc tp), ng nghip (cn 3 bin: Thch i lm gp
ng nghip, ng nghip thn thin v ng nghip h tr trong cng vic) .
3.3 Kim nh thang o
Vi 9 nhn t mi to thnh t phn tch nhn t ph hp v gi tr ni dung tip tc c
kim nh thang o qua h s Cronbachs Alpha kim tra gi tr hi t. Kt qu nh sau:
Thang o Cm nhn chung v Quan h vi cp trn c h s Cronbachs Alpha kh cao (0.906
v 0.817), cc nhn t Yu thch cng vic, Thu nhp, o to h tr v ng nghip u c
Cronbachs Alpha dao ng t 0.805 n 0.824. Cc nhn t cn li u c Cronbachs Alpha
trn 0.6 cng c chp nhn m bo cc bin trong cng mt nhm nhn t c tng quan v
ngha [2].
3.4 Phn tch hi quy a bin
Phng php hi quy c s dng y l phng php bnh phng b nht thng thng
(OLS) vi bin ph thuc l S hi lng (Y) c gi tr bng trung bnh cng cc gi tr bin trong
nhn t Cm nhn chung; cn bin c lp Xi (theo th t gm: iu kin lm vic, thu nhp,
lnh o, ng nghip, c hi thng tin, s yu thch cng vic, tng thng, o to v h tr
trong cng vic, c im cng vic.) c cc gi tr c tnh bng gi tr trung bnh ca cc bin
thnh phn ca tng nhn t c xc nh sau phn phn tch nhn t v kim nh thang o.
H s R2 iu chnh = 0.618 kh cao chng t m hnh xy dng kh ph hp vi d liu
mu. Bn cnh , kim nh cc vi phm gi nh cn thit i vi phn tch hi quy u c
m bo. Phng trnh hi quy bi nh sau:
Y = 0.107X1 + 0.153X2 + 0.085X3 + 0.059X4 + 0.049X5 + 0.372X6 + 0.077X7 + 0.100X8 +
0.033X9
(Vi X1: iu kin lm vic; X2: Thu nhp; X3: Lnh o; X4: ng nghip; X5: C hi thng
tin; X6: Yu thch cng vic; X7: Tng thng; X8: o to v h tr cng vic; X9: c
im cng vic)
Trong phng trnh trn c th thy cc bin u c mi quan h tc ng dng n s hi lng
trong cng vic ca KTV, a s cc bin u c mc tc ng c ngha n s hi lng
ngoi tr nhn t thng tin v c im cng vic. Trong 4 nhn t tc ng kh mnh n
s hi lng ca KTV l yu thch cng vic (0.372), thu nhp (0.153), o to h tr (0.100)
v iu kin lm vic (0.107).
3.5. Phn tch ANOVA
Kim nh ANOVA cho thy s yu thch cng vic c s bin ng theo thi gian lm vic, khi
mi bt u s yu thch cng vic kh cao (3.68) v sau 1 nm th gim dn (3.41) v sau 2 nm

th tng ln (3.68). C th c s khc bit trong cm nhn s yu thch cng vic gia 2 i
tng lm vic 6-12 thng v trn 2 nm (Sig = 0.01). Cn vi i tng lm vic trn 2 nm th
h thc s yu thch gn b vi cng vic v c trch nhim vi kt qu cng vic. Theo tui
th s yu thch cng vic c s tng dn (3.44 n 3.78). C s khc bit trong cm nhn s yu
thch cng vic theo tui (Sig = 0.005). S khc bit c ngha gia nhm tui t 22-25 tui
v trn 30 tui (Sig = 0.006) trong khi i tng t 22-25 tui chim 60% nhng s yu thch
cng vic li cha cao (3.44) nn y l nhm i tng m cc nh qun l cn c bit lu
tm. Tuy nhin khng c s khc bit trong cm nhn yu thch cng vic gia cc nhm hc
vn (Sig = 0.06).
Tip theo, Thu nhp l mt yu t v cng quan trng gip KTV c th an tm lm vic tt hn.
Kim nh ANOVA cho thy hu nh khng c s khc nhau trong cm nhn v thu nhp gia
cc nhm KTV theo trnh hc vn, gii tnh, lm thm, v tr cng tc. Ring theo tui th
c s khc bit (Sig.=0.001) trong cm nhn ca KTV tui t 22-29 tui so vi tui trn
30. Nhng i tng trn 30 tui c xu hng hi lng vi thu nhp hn nhng KTV c tui
t 22-29, trong khi nhng i tng t 22-29 tui li l i tng ch cht ti cc Call Center
(85,28%), nn ci thin thu nhp l mt yu cu bt buc phi c.
IV. KT QU NGHIN CU GIAI ON II
4.1 Phn loi cc c tnh cht lng theo Kano
Sau kt qu phn tch nhn t v kim nh thang o nhng yu t (thuc tnh) o lng ny s
c trin khai ln 2 di dng bng cu hi Kano gm 4 cu hi sau: (1) Cm nhn ca
Anh/Ch khi c yu t ny? (2) Cm nhn ca Anh/Ch khi khng c yu t ny? (3) Mc
quan trng ca yu t ny n s hi lng ca Anh/Ch v (4) nh gi ca Anh/Ch v yu t
ny hin ti?. Da vo hai cu hi (1) v (2) phn loi c tnh (nhm thuc tnh) cht
lng theo Kano (Phi c, mt chiu, hp dn, bng quang hay nghch) v 2 cu hi cui c
s dng v ma trn tch hp Kano-IPA bng cch v biu Scatter plot gi tr mc th
hin v tm quan trng kt hp (Combinative importance - Ici) nhm xc nh chin lc c th
cho tng yu t (Concentrate here, Keep up good work, Possible overkill v Low priority).
Kt qu phn loi c tnh cht lng theo Kano v cc gi tr ca ma trn tch hp Kano-IPA
c lit k trong bng sau: Vi P0: mc th hin hin ti, P1: mc th hin k vng, IRi:
h s tha mn ca khch hng
vi k=2, 1, ty loi c tnh cht lng
l Phi c, Mt chiu hay Hp dn, Ici: tm quan trng kt hp = IRi*Ii (i=1,2,3,,n), Ii: tm
quan trng ca yu t ny ca khch hng th i [5]

1
2
3
4

YU T/ THUC TNH O LNG Loi

Mc lng c bn ph hp vi tnh cht
cng vic
M
An tm lm vic vi mc lng c bn
hin ti
M
Thu nhp tng xng vi s ng gp ca
c nhn
M
Chnh sch lng ca cng ty hp l
M

P0

P1

2.1675 3.0
3.0
2.2632
3.0
2.4546
2.4067 3.0

IRi

Ii

Ici

CL

1.1765 4.5598 5.3645 C

1.1513 4.1148 4.7376 C
1.1055 4.3684 4.8295 C
1.1165 4.2440 4.7383 C

Cc h tr khc ngoi lng

A
C s vt cht tt
M
y phng tin lm vic
M
Ni lm vic an ton v thoi mi
M
o to y k nng thc hin cng
9 vic
M
Cung cp y thng tin thc hin
10 cng vic
M
Cp nht nhng kin thc lin quan n
11 cng vic
M
12 Mi quan h tt vi ng nghip
O
13 Ph hp vi mi trng Contact Center M
14 p lc ca cng vic
I
15 S phc tp ca cng vic
I
Cp trn th hin quan tm n i sng
16 c nhn
M
17 Cp trn thn thin v ci m
O
Cp trn hiu c kh khn trong cng
18 vic
O
19 Cp trn h tr trong cng vic
O
Cp trn xem trng vai tr ca in thoi
20 vin
O
21 Cp trn i x cng bng vi nhn vin M
22 Cp trn ghi nhn nhng kin ng gp M
23 S yu thch cng vic
M
24 Cng vic th v
M
Khuyn khch v vt cht khi lm tt cng
25
O
vic
Khuyn khch tinh thn khi lm tt cng
26
M
vic
27 Nhiu c hi thng tin trong cng vic M
28 Hiu tiu chun v quy nh thng tin
M
C nhng thng tin kp thi v bt ni
29 b
M
*Loi nh dng thuc tnh: M: Must be (Phi c)
Attractive (Hp dn)
*Chin lc p dng (C/L): C: Concentrate here
Overkill L: Low Priority
5
6
7
8

2.5742
2.9567
3.0191
3.1435

3.0
3.5
3.5
3.5

1.3582
1.0880
1.0767
1.0552

4.0287
4.1340
4.1100
4.1100

5.4719
4.4978
4.4253
4.3368

C
K
P
P

3.0861 3.4 1.0496 4.1244 4.3291 P

3.1914 3.6 1.0621 4.2105 4.4720 P
3.1196
3.5072
3.0383
2.9809
2.9282

3.6
4.0
3.5
3.5
3.5

1.0742
1.1405
1.0733
1
1

4.1770
4.1579
4.0191
3.8517
3.8086

4.4871
4.7422
4.3137
3.8517
3.8086

K
K
P
P
P

2.8612 3.4 1.0901 3.8852 4.2352 L

3.0670 3.6 1.1738 3.9569 4.6446 K
2.9091 3.4 1.1688 3.9713 4.6414 K
3.0766 3.3 1.0726 4.1005 4.3983 P
2.9761
2.9857
3.0861
3.0670
2.8565

3.4
3.4
3.2
4.0
3.5

1.1424
1.0671
1.0183
1.1420
1.1069

4.0383
4.1005
4.0622
4.2297
4.0622

4.6135
4.3758
4.1365
4.8304
4.4966

K
P
P
K
C

2.8900 3.2 1.1073 3.9665 4.3921 L

2.8947 3.3 1.0677 4.0335 4.3066 L
2.8421 3.3 1.0775 3.9043 4.2071 L
2.8325 3.5 1.1116 3.8517 4.2815 L
2.7990 3.0 1.0353 3.8469 3.9826 L
O: One dimesion (Mt chiu) A:
K: Keep up good work

P: Possible

th th hin ma trn kt hp Kano IPA phn loi cc c tnh bng trn vo 4 tng ng
vi cc chin lc C, K, P v L (xem hnh 1- trong phn 2). Trc honh biu din mc th
hin (performance) v trc tung biu din mc quan trng (Importance). Kt qu th ma
trn phn tn Kano IPA cho chng ta kt qu nghin cu nh sau:
4.2. Nhng nhn t cn tp trung ci thin (chin lc C):

a. Thu nhp (yu t 1, 2, 3, 4, 5)

C th thy mc rt quan trng ca yu t thu nhp (mean=4.03->4.56) nn trong kt qu
phn loi cc yu t cht lng theo Kano, th cc bin o lng thu nhp (1),(2),(3),(4) u
thuc loi Phi c nu khng th KTV s v cng tht vng, nhng mc th hin li kh thp
(mean=2.1->2.57) v KTV cha hi lng vi thu nhp hin ti ca mnh (t 2.46->2.79). Do ,
trong ma trn kt hp Kano-IPA th cc yu t thuc nhn t thu nhp thuc phn Concentrate
here, c ngha y l cc yu t cn u tin tp trung ci thin. c bit cn ch mnh n
yu t (5)Cc h tr khc ngoi lng v y l c tnh cht lng thch th, chnh v th ch
cn gia tng yu t ny mt t th s hi lng ca KTV s tng ln ng k.
b. Cng vic th v (yu t 24)
Kt qu cho thy KTV nh gi nhn cng vic th v (3.54), quan trng (4.06) v l yu t
Phi c khi thc hin cng vic ny th nhng mc th hin yu t ny li kh thp (2.85).
Chnh v th yu t to ra s thch th, phn khch khi lm vic cn phi c u tin ci thin.
4.3. Nhng nhn t cn duy tr (Chin lc K):
a. C s vt cht (yu t 6)
C th thy vi KTV yu t cn duy tr khng phi l phng tin lm vic m c s vt cht.
Mc d, mc th hin c s vt cht ni lm vic cha cao (2.96), thuc c tnh cht lng
Phi c v kh quan trng (4.13) nhng KTV cm thy kh hi lng (3.23). Chnh v th cc
i tc cn lu duy tr c s vt cht nng cao s hi lng ca KTV.
b. Cp nht kin thc trong cng vic (yu t 11)
Do bn cht dch v thng tin di ng l thng tin c cp nht kh thng xuyn lin tc v
cng ngh thng tin di ng, dch v gia tng, chnh sch chm sc, gi c v thng tin khuyn
mi nn y l yu t rt quan trng (4.17) gip KTV c th thc hin cng vic c d dng
v hiu qu. hin ti, cc i tc nh k lun cp nht kin thc lin quan n cng vic cho
KTV (3.11) nn KTV cm thy hi lng (3.65). Theo Kano-IPA th yu t ny cn tip tc duy
tr v gi vng.
c. Quan h vi cp trn (yu t 17, 18, 20) v vi ng nghip (yu t 12)
Quan h vi cp trn (yu t 17, 18, 20) l nhng yu t quan trng tc ng kh ln n s hi
lng ca KTV (mean: 3.88->4.04). D hin ti mc th hin nhng yu t ny cha cao
(mean: 2.9->3.07) nhng KTV c xu hng hi lng (mean:3.17->3.34). Nhng yu t ny li l
c tnh cht lng Mt chiu, mc th hin cng cao th KTV cng hi lng. V vy cng ty
nn tip tc pht huy mc th hin nhng yu t ny nng cao s hi lng ca KTV.
Quan h ng nghip (yu t 12) trong mi trng lm vic cng gp phn vo s hi lng ca
cc KTV. y, yu t quan h tt vi ng nghip l yu t Mt chiu ngha l mi quan h
vi ng nghip cng tt th KTV cng hi lng, Kano-IPA cng ch ra rng yu t ny cn c
duy tr trong nhng giai on tip theo. hin ti mc quan trng ca yu t ny n s hi
lng ca KTV kh cao (4.16) v mc th hin kh tt (3.51) v KTV nh gi kh cao yu t
ny (3.78).

4.4. Nhng nhn t khng nn tp trung ngun lc qu mc cn thit (Chin lc P):

a. y phng tin lm vic (yu t 7) v ni lm vic an ton v thoi mi (yu t 8):
Nh ni trn, 2 yu t ny ng vai tr quan trng (4.11) nhng mc th hin 2 yu t
ny trung bnh (mean: 3.01->3.14), u l c tnh cht lng Phi c nhng hin ti phng
tin lm vic cng nh mi trng thoi mi an ton p ng c k vng khi thc hin
cng vic ca KTV nn y l 2 nhn t cng ty khng nn tp trung qu nhiu ngun lc ci
thin.
b. c o to k nng (yu t 9) v cung cp thng tin thc hin cng vic (yu t 10)
u thuc nhn t o to v h tr trong cng vic nn y l 2 yu t quan trng thc hin
cng vic (mean = 4.12->4.21), mc th hin 2 yu t ny cha cao (mean=3.08->3.19)
nhng KTV h hi lng vi nhng yu t m cng ty ang th hin. Chnh v th, cng ty ch
cn cung cp mc p ng nhu cu o to v thng tin ca KTV. Tp trung qu nhiu ch
gy lng ph thi gian tin ca m khng gia tng nhiu s hi lng ca KTV.
c. Ph hp vi mi trng Call Center (yu t 13)
Ph hp vi mi trng Call Center l yu t Phi c nhng yu t ny li khng qu quan
trng i vi KTV (4.02) v hin ti mi trng vn ha ni lm vic bnh thng (3.04) nhng
KTV cm thy ph hp (3.52) nn khng cn tp trung nhiu ngun lc nng cao yu t ny.
Tp ch Cng ngh thng tin & Truy