Professional Documents
Culture Documents
H Ch Minh
TRNG I HC BCH KHOA
--------------------
DUY NHT
Chuyn ngnh :
M s ngnh
LUN VN THC S
21/01/2008
30/06/2008
5- H V TN CN B HNG DN:
CN B HNG DN
(H tn v ch k)
CH NHIM B MN
QUN L CHUYN NGNH
(H tn v ch k)
Lun vn thc s
LI CM N
Kt qu t c ca lun vn ngoi n lc ca tc gi cn l kt qu ca s
gip ca cc thy, c, gia nh, bn b v ng nghip. Tc gi chn thnh cm
n PGS.TS Bi Nguyn Hng khoa Qun L Cng Nghip HBK TPHCM c
nhng hng dn v gi quan trng v mt ni dung v phng php. Cm n
NCS Trn Th Kim Loan c nhng gp thit thc trong qu trnh phn tch d
liu, cm n cc thy, c khoa Qun l cng nghip HBK TPHCM nhit tnh
gip trong 2 nm qua. Cm n ba, m, ch v em thng xuyn quan tm
ng vin. Chn thnh cm n cc ng nghip ang cng tc ti cng ty Jetstar
Pacific to iu kin gip trong sut qu trnh lun vn ny c thc hin.
Cm n cc anh ch hc vin MBA K17 khoa Qun l cng nghip c nhng
kin ng gp qu bu cho lun vn ny i n trang cui cng. Cm n nhng li
chia s v ng vin ca nhng ngi bn trong sut thi gian qua.
Lun vn thc s
ii
TM TT
Mc tiu ca nghin cu ny l (1) kim nh hai m hnh o lng cht
lng dch v SERVPER Cronin & Taylor (1992) v Airline Industry ca Gourdin
& Kloppenborg (1993), (2) nh gi s nh hng ca cht lng dch v ln mc
tha mn v lng trung thnh ca khch hng ti th trng hng khng Vit
Nam m c th l khch hng ca Vit Nam Airline, (3) so snh hai m hnh
SERVPERF v Airline Industry. Nghin cu c tin hnh qua hai bc s b v
chnh thc. Nghin cu chnh thc s dng phng php phn tch m hnh cu trc
SEM thng qua phn mm AMOS 5.0 vi s lng mu l 420. Kt qu cho thy,
m hnh SERVPERF bao gm 4 thnh phn (1) S chuyn nghip; (2) Nhn vin;
(3) ng cm v (4) Hu hnh. M hnh Airline Industry cng bao gm 4 thnh
phn (1) Hnh l, (2) n b, (3) Nng lc hng, (4) Tin nghi. Cc thang o t
yu cu v tin cy v gi tr.
Kt qu kim nh SEM cho thy c hai m hnh nghin cu u ph hp vi d
liu th trng v cc gi thuyt cng c chp nhn. C th, cht lng dch v l
yu t quan trng nh hng ln n mc tha mn ca khch hng. V Cht
lng dch v c o lng theo m hnh SERVPERF, c mc gii thch ln s
tha mn ca khch hng cao hn so vi cht lng dch v c o lng theo m
hnh Airline Industry.
Cc kt qu ca nghin cu gip cc nh qun tr hiu bit r hn v cc thnh phn
ca cht lng dch v hng khng Vit Nam, ng thi kt qu cng mang li
nhng thng tin hu ch cho cc nh qun tr ca Vit Nam Airline.
C th nhn ra cc hn ch ca nghin cu l: tnh i din cha cao do mu c
ly thun tin v khng t c mt t l hp l. Ngoi ra, nh gi ca khch
hng c th b nhiu bi s nh hng ca nhng ln bay trc . Tuy vy, kt
qu nghin cu cng gp phn b sung nht nh cho cc c s l thuyt v cht
lng dch v hng khng v ngnh nghin cu tip th, vn cha c nghin cu
nhiu Vit Nam.
Lun vn thc s
iii
ABSTRACT
The primary objectives of this paper are: (1) Testing two service quality
measurement models: SERVPERF (Cronin & Taylor, 1992) and Airline Industry
(Gourdin & Kloppenborg, 1993), (2) evaluate the influence of service quality to
customer satisfaction and customer loyalty by an empirical study at Viet Nam
Airlines. This study was conducted two step: pilot study and main study. Main
study was used Structural equation modeling (SEM) method throught AMOS 5.0
software to analysis data with 420 respondents.
The results indicated that, the SERVPERF model comprises 4 components: (1)
Professional, (2) Staff, (3) Empathy, (4) Tangible. And Airline Industry model
comprises 4 component as well: (1) Baggage handling, (2) Bumping Procedure, (3)
Airline Capacity, (4) In-flight Comfortable. Measurement models meet the
reliability and validation requirement.
The result of SEM analysis indicated that, two theory models was fit well with
market data and hypothesis was accepted. It means that, service quality is the
importance factor which impacts on the customer satisfaction. And service quality
was measured by SERVPERF model account for customer satisfaction variation
better than servcice quality was measured by Airline Industry model.
The results also bring to the Viet Nam Air Travel managers some detail information
about Domestic Air Travel service quality and its components.
Lun vn thc s
iv
MC LC
CHNG 1 ............................................................................................................1
TNG QUAN .........................................................................................................1
1.1 Gii thiu ..........................................................................................................1
1.2 Hnh thnh ti ...............................................................................................3
1.3 Mc tiu nghin cu v phm vi nghin cu......................................................4
1.3.1 Mc tiu .........................................................................................................4
1.3.2 Phm vi nghin cu ........................................................................................4
1.4 ngha thc tin ti......................................................................................5
1.5 Kt cu bo co lun vn ...................................................................................6
CHNG 2 ............................................................................................................7
C S L THUYT V M HNH NGHIN CU.............................................7
2.1 Gii thiu ..........................................................................................................7
2.2 C s l thuyt ..................................................................................................7
2.2.1 Dch v...........................................................................................................7
2.2.2 Cht lng dch v .........................................................................................8
2.2.3 o lng cht lng dch v...........................................................................9
2.2.4 S tha mn ca khch hng.........................................................................12
2.2.5 Mi quan h gia cht lng dch v v s tha mn ca khch hng...........13
2.2.6 Lng trung thnh. (Customer Loyalty) .......................................................... 14
l.2.7 Mi quan h gia cht lng dch v, s tha mn v lng trung thnh.........15
2.3 Mt s nghin cu trc v dch v hng khng.............................................17
2.3.1 Thang o SERVQUAL v SERVPERF ........................................................17
Lun vn thc s
Lun vn thc s
vi
Lun vn thc s
vii
Lun vn thc s
viii
DANH MC HNH
Hnh 2.1 M hnh nm khong cch ca Parasuraman ....................................................... 9
Hnh 2.2 Cc thnh phn ca thang o SERVPERF......................................................... 12
Hnh 2.3 Mi quan h gia cht lng dch v v s hi lng.......................................... 14
Hnh 2.4 Mi quan h gia cht lng dch v-s tha mn-lng trung ........................... 17
Hnh 2.5 Cc thnh phn ca thang o Airline Industry................................................... 19
Hnh 2.6 M hnh l thuyt: Thang o SERVPERF ......................................................... 21
Hnh 2.7 M hnh l thuyt: Thang o Airline Industry ................................................... 21
Hnh 3. 1 Qui trnh nghin cu ........................................................................................ 25
Hnh 4.1 Kt qu CFA thang o SERVPERF .................................................................. 50
Hnh 4.2 M hnh SERVPERF (hiu chnh)..................................................................... 51
Hnh 4.3 Kt qu CFA thang o AIB............................................................................... 53
Hnh 4. 4 M hnh Airlines Industry Base hiu chnh....................................................... 55
Hnh 4. 5 Kt qu CFA ca thang o S tha mn (chun ha)........................................ 55
Hnh 4. 5 M hnh nghin cu hiu chnh ........................................................................ 59
Hnh 4. 7 Kt qu SEM ca m hnh l thuyt (SERVPERF) .......................................... 60
Hnh 4. 8 Kt qu SEM ca m hnh l thuyt (AIB)....................................................... 66
Lun vn thc s
ix
DANH MC BNG
Bng 3. 1 Tin thc hin cc nghin cu..................................................................... 24
Bng 3. 2 Thang o SERVPERF ..................................................................................... 28
Bng 3. 3 Thang o Airlines Industry based .................................................................... 30
Bng 3. 4 Thang o s tha mn...................................................................................... 31
Bng 3. 5 Thang o lng trung thnh............................................................................... 31
Bng 3. 6 T l gii tnh ca mu ................................................................................... 33
Bng 3. 7 T l v tui ca mu................................................................................. 34
Bng 3. 8 T l v thu nhp ca mu .............................................................................. 34
Bng 3. 9 S ln i my bay trong nm .......................................................................... 34
Bng 3. 10 T l v tuyn bay ca mu........................................................................... 35
Bng 4. 1 Kt qu phn tch EFA thang o SERVPERF (cha hiu chnh) ...................... 37
Bng 4. 2 Kt qu EFA thang o SERVPERF sau khi hiu chnh .................................... 41
Bng 4. 3 Kt qu EFA thang o AIB cha hiu chnh .................................................... 42
Bng 4. 4 Kt qu EFA thang o AIB.............................................................................. 45
Bng 4. 5 Kt qu phn tch EFA thang o S tha mn.................................................. 46
Bng 4. 6 Kt qu kim nh gi tr phn bit gia cc thnh phn thang o SERVPERF 49
Bng 4. 7 Bng tm tt kt qu kim nh thang o ......................................................... 51
Bng 4. 8 Kt qu kim nh gi tr phn bit gia cc thnh phn thang o AIB............. 54
Bng 4. 9 Bng tm tt kt qu kim nh thang o AIB ................................................. 54
Bng 4. 10 Bng tm tt kt qu kim nh thang o S tha mn................................... 56
Bng 4. 11 Cc gi tr kim nh ..................................................................................... 56
Bng 4. 12 Kt qu kim nh gi tr phn bit gia hai khi nim................................... 57
Bng 4. 13 Cc gi tr kim nh ..................................................................................... 57
Lun vn thc s
Lun vn thc s
CHNG 1
TNG QUAN
Lun vn thc s
cnh tranh mnh m hn vi Vit Nam Airlines trn mng ng bay H Ni-Tp
HCM- Nng.
Theo qui nh mi ca lut hng khng sa i nm 2006, th hng hng khng
c thnh lp theo php lut v doanh nghip, v b qui nh u tin pht trin
hng hng khng quc gia, thc hin chnh sch i x bnh ng gia cc hng
hng khng ca Vit Nam. Vi nhng qui nh mi ny, lut hng khng dn dng
c th ha chnh sch cho php mi thnh phn kinh t tham gia kinh doanh vn
ti hng khng.
iu ny to iu kin thun li cho s ra i ca hai hng hng khng t nhn vo
cui nm 2007 l VietJet v Air Speed up. D tnh, hai hng ny s khai thc th
trng ni a vo cui nm 2008. V cn mt s hng ang ch cp php tham
gia khai thc th trng Vit Nam nh Phu Quoc Air, Sai Gon Air v.v
thi im hin ti, tuy th phn ca VietNam Airlines (85%) cao hn nhiu so vi
Pacific Airlines (15%) th trng ni a, nhng s cnh tranh cng xy ra
mnh m trn nhng tuyn bay chnh l H Ni-TP HCM- Nng. Vi s kin
thay i thng hiu Pacific Airline thnh Jetstar Pacific ngy 23/05/08, mt lot
cc chng trnh siu khuyn mi vi gi siu r trn cc tuyn bay c Jetstar
Pacific tung ra. Bn cnh Jetstar Pacific cn a ra cc chin lc mi v gi v
qun b rm r thng hiu ca Jetstar bng qung co, cc chng trnh quan h
cng chng v.v. p li Vit Nam Airline cng tung ra chng trnh gi v mi,
cc chng trnh khuyn mi.
R rng c s cnh tranh mnh m gia hai hng ginh ly th phn th
trng trong nc. Kt qu, khch hng l nhng ngi c hng li. Nhng nu
ng t gc doanh nghip th cnh tranh v gi l khng c li cho cc doanh
nghip tham gia, thm ch gy thit hi ln nhau.
Lun vn thc s
Lun vn thc s
Lun vn thc s
Lun vn thc s
1.5 Kt cu bo co lun vn
Bo co nghin cu ny c chia thnh nm chng v phn ph lc.
Chng 1 gii thiu tng quan v d n nghin cu, l do hnh thnh ti, mc
tiu nghin cu, phm vi nghin cu v ngha mang li ca ti ny. Chng 2
trnh by c s l thuyt v cht lng dch v, phng php o lng v cng tm
tt li mt s nghin cu v cht lng dch v hng khng trn th gii t
hnh thnh nn m hnh nghin cu. Chng 3 trnh by v phng php v qui
trnh nghin cu. Chng 4 l phn trnh by v qui trnh phn tch v kt qu
nghin cu nh lng kim nh thang o, m hnh v cc gi thuyt ra.
Chng ny cng a ra mt s hm (theo sau nhng kt qu phn tch) cho nh
qun tr. Chng 5 tm tt nhng kt qu chnh ca nghin cu, cc ng gp cng
nh cc hn ch ca nghin cu v mt s nh hng cho nghin cu tip theo.
Lun vn thc s
CHNG 2
C S L THUYT V M HNH NGHIN CU
Lun vn thc s
Lun vn thc s
Theo Bi Nguyn Hng (2004) th cht lng dch v l nhng g m khch hng
cm nhn c.Mi khch hng thng cm nhn khc nhau v cht lng v do
vic tham gia ca khch hng trong vic pht trin v nh gi cht lng dch
v l rt quan trng. Trong lnh vc dch v, cht lng l mt hm ca ca nhn
thc khch hng. Ni cch khc, cht lng dch v c xc nh da vo nhn
thc, hay cm nhn ca khch hng lin quan n nhu cu c nhn ca h.
2.2.3 o lng cht lng dch v
Parasuraman & ctg (1985, 1988,1991) l nhng ngi tin phong trong nghin
cu cht lng dch v trong ngnh tip th mt cch c th v chi tit. Nhng nh
nghin cu ny a ra m hnh nm khong cch cht lng dch v v b thang o
SERVQUAL.
Dch v mong i
K. cch loi 5
Khch
hng
K. cch lai 1.
Nh cung
cp dch
v
Dch v nhn c
K. cch loi 4
Cung cp dch v (Trc
v sau cung cp dch v)
Thng bo
cho khch
hng
K. cch loi 3
Din gii nhn thc
thnh cc c tnh cht
lng dch v
K. cch loi 2
Nhn thc ca qun l v
mong i ca khch
hng.
Lun vn thc s
10
Vi m hnh nm khong cch, Parasuraman & ctg (1985) cho rng cht lng dch
v l hm s ca khong cch th nm. Khong cch th nm ny ph thuc vo
cc khong cch trc , ngha l cc khong cch 1, 2, 3 v 4. V th, rt ngn
khong cch th nm, hay lm tng cht lng dch v, nh qun tr dch v phi n
lc rt ngn cc khong cch ny (Bi Nguyn Hng, 2004).
M hnh SERVQUAL ca Parasuraman & ctg (1985) cho chng ta mt bc tranh
tng th v cht lng dch v. Tuy nhin, m hnh ny mang tnh cht khi nim
nhiu hn. Cc gi thuyt trong m hnh cn hng lot nghin cu kim nh.
Mt trong nhng nghin cu ny, v cng l quan trng nht, l o lng cht
lng ca dch v c cm nhn bi khch hng. Do cn u tin phi khi
nim ha cc thnh phn ca cht lng dch v cm nhn bi khch hng c th
thit k mt thang o lng n. Qua nhiu ln kim nh m hnh, Parasuraman
(1988) i n kt lun l, cht lng dch v bao gm 5 thnh phn c bn:
1. Tin cy (reliability): th hin qua kh nng thc hin dch v ph hp v
ng thi hn ngay t ln u tin.
2. p ng (responsiveness):th hin qua s mong mun v sn sng ca
nhn vin phc v cung cp dch v kp thi cho khch hng.
3. Nng lc phc v (assurance): th hin qua trnh chuyn mn v cung
cch phc v lch s, nim n vi khch hng.
4. ng cm (empathy): th hin s quan tm chm sc n tng c nhn
khch hng.
5. Phng tin hu hnh (tangibles): th hin qua ngoi hnh, trang phc ca
nhn vin phc v, cc trang thit b phc v cho dch v.
(Ngun: James A. Fitzsimmons & Mona J. Fitzsimmons, 2001)
B thang o SERVQUAL nhm o lng s cm nhn dch v thng qua nm
hng cht lng dch v c nh ngha nh trn l mt b thang o gm 2 phn,
mi phn gm 22 pht biu: phn u nhm xc nh k vng ca khch hng i
Lun vn thc s
11
Lun vn thc s
12
Cht lng
dch v
S ng cm
Phng tin hu hnh
Lun vn thc s
13
Lun vn thc s
14
Cht lng
dch v
H1 +
S
tha mn
Lun vn thc s
15
Do , o lng lng trung thnh theo hnh vi khng o c lng trung thnh tht
s ca khch hng, m c bit l khi khch hng b p buc mua lp li (Zins,
2001). V th, nhiu hc gi nhn mnh tm quan trng o lng lng trung
thnh theo thi (Bei, L.T., Chiao, Y.C., 2006). Lng trung thnh theo hng thi
lm r hn hnh vi trung thnh ca khch hng, bng cch vch trn tinh thn,
cm xc v cu trc tri thc ca khch hng (Zins, 2001). Lng trung thnh theo
hng thi th hin qua cc hnh ng: h s cam kt s mua lp li thng hiu
v gii thiu thng hiu n khch hng khc (Dimitriades, 2006).
Lng trung thnh theo hng kt hp l kt hp lng trung thnh theo hng hnh
vi v theo hng thi .
i vi dch v Hng Khng, o lng lng trung thnh l mt vic rt kh
khn.Vic mua v thng xuyn, hay bay lp li vi mt hng khng ni ln c
rng khch hng l trung thnh. Bi v, trn mt s tuyn bay c s cnh tranh,
khch hng c nhiu la chn, trong khi mt vi ng bay l c quyn nn
vic chn la ca khch hng l khng th (Zins, 2001). Do , khi nim lng
trung thnh nghin cu ny c nh ngha l (1) xu hng mua lp li; (2)
word-of-mouth (gii thiu dch v n vi khch hng khc). C ngha l, khi
khch hng trung thnh vi mt dch v h s c xu hng mua lp li trong tng
lai v s gii thiu thng hiu ny n khch hng khc khi c hi.
l.2.7 Mi quan h gia cht lng dch v, s tha mn v lng trung thnh.
Trong mt nghin cu v lnh vc dch v bao gm: ngn hng, dch v v
sinh, thc n nhanh v.vCronin v Taylor (1992), cho thy rng s tha mn
khch hng c s nh hng n xu hng mua lp li trong cc ngnh dch v .
Tng t, Mc Alexander v cng s (1994), trong mt nghin cu v dch v chm
sc sc khe chng minh rng s tha mn khch hng v cht lng dch v c s
tc ng n xu hng mua lp li trong tng lai. (Cunningham & ctg, 2002).
Khi khch hng tha mn v cht lng dch v th s trung thnh vi thng hiu
dch v . Hay ni cch khc, kt qu ca s tha mn l lng trung thnh. Do ,
Lun vn thc s
16
khch hng cng c p ng mong mun ca h khi s dng dch v bao nhiu
th xc sut m khch hng s dng li v trung thnh vi thng hiu dch v
by nhiu (Consuegra, D. M., Molina, A., and Esteban, A., 2007).
Do mt gi thuyt na c nu ra l:
H2: S tha mn khch hng c nh hng dng ln lng trung thnh ca h.
Ngha l khi mc tha mn khch hng tng hay gim th lng trung thnh ca
h s tng hay gim theo.
C mt s nghin cu cho rng, cht lng dch v ch nh hng n lng trung
thnh khch hng thng qua s tha mn ca h v d nh Anderson and Sullivan
(1993); Gotlieb, Grewal, and Brown (1994 ). Tuy nhin mt s nghin cu khc cho
rng cht lng dch v nh hng trc tip n lng trung thnh ca khch hng
v d nh Bitner (1990); Boulding et al. (1993); Parasuraman, Zeithaml, and Berry,
(1988, 1991). (Dimitriades, Z.S, 2006).
Cronin v Taylor (1992) a ra gi thuyt rng cht lng dch v nh hng
dng ln xu hng hnh vi ca khch hng. V nghin cu thc nghim ca h
chng minh c gi thuyt ny l c ngha. Hay ni cch khc, cht lng dch
v nh hng trc tip ln lng trung thnh ca khch hng v nh hng gin tip
n lng trung thnh thng qua s tha mn ca khch hng. (Bei, L.T., Chiao,
Y.C., 2006).
Do , gi thuyt v mi quan h gia cht lng dch v v lng trung thnh ca
khch hng c nu ra l:
H3:Cht lng dch v nh hng dng ln lng trung thnh ca khch hng.
Ngha l khi cht lng dch v tng hay gim th lng trung thnh ca khch hng
s tng hay gim theo.
Vi 3 gi thuyt c nu ra trn, mi quan h gia cht lng dch v, s tha
mn khch hng v lng trung thnh ca khch hng c trnh by nh trong hnh
v di y.
Lun vn thc s
17
S
tha mn
H2 +
H1 +
Cht lng
dch v
H3 +
Lng trung
thnh
Hnh 2.4 Mi quan h gia cht lng dch v-s tha mn-lng trung
Lun vn thc s
18
Lun vn thc s
19
Hot ng v s an ton
Lun vn thc s
20
hng nh hng n lng trung thnh ca khch hng dch v hng khng nh th
no?. Do , trn c s k tha c s l thuyt v mt s nghin cu trc, nghin
cu ny s nh gi mi quan h gia cht lng dch v, s tha mn khch hng
v lng trung thnh ca khch hng, bng mt nghin cu thc nghim ti th
trng hng khng ni a Vit Nam.
2.4 M hnh nghin cu v cc gi thuyt.
2.4.1 M hnh nghin cu
T c s l thuyt v cht lng dch v v mi lin h ca n vi s tha
mn v lng trung thnh ca khch hng. V kt hp vi mt s kt qu nghin cu
trc v o lng cht lng dch v trong lnh vc dch v hng khng c trn
th gii. Nghin cu ny xin ngh hai m hnh nghin cu, s dng thang o
SERVPERF v AIB trong vic o lng cht lng dch v hng khng v mi lin
h ca n vi s tha mn v lng trung thnh ca khch hng ti th trng Vit
Nam m c th l khch hng ca Vit Nam Airline.
Lun vn thc s
21
SERVPERF
S tin cy
S tha
mn
H1+
H2 +
S p ng
Nng lc phc v
Cht lng
dch v
hng khng
Lng
trung
thnh
H3 +
S ng cm
S hu hnh
S tha mn
H1+
H2 +
Th tc n b
Hot ng v s an ton
Cht lng
dch v
hng khng
H3 +
Lng trung
thnh
Lun vn thc s
22
Lun vn thc s
23
CHNG 3
PHNG PHP NGHIN CU
Lun vn thc s
24
S b
Chnh thc
Phng php
nh tnh
nh lng
K thut
Thi gian
Mu
Phng vn tay i
10
20
Bt vn trc tip
420
a im
02/2008
TP HCM
03-04/2008
TP HCM
Lun vn thc s
C s l thuyt
25
Thang o
nhp s b
Phng vn tay i
iu chnh
Thang o
chnh
Nghin cu nh
lng
(420 mu)
Cronbach alpha
EFA
CFA
SEM
Bc 2: Nghin cu nh lng
Sau khi iu chnh b thang o s b t nghin cu nh tnh, thang o
chnh thc c hnh thnh v dng nghin cu nh lng. Nghin cu ny
dng kim nh thang o v m hnh nghin cu. Cc thang o ny c kim
nh bng phng php h s tin cy Cronbach alpha, phn tch yu t khm ph
EFA v sau tip tc c kim nh bng phng php phn tch yu t khng
nh CFA.
Lun vn thc s
26
Lun vn thc s
27
M hnh o lng cht lng dch v hng khng c hnh thnh da trn thang
o SERVPERF ca Cronin v Taylor (1992) v thang o SERVPERF cho dch v
Hng khng ca Cunningham & ctg (2002).
3.3.1.1 Thnh phn hu hnh
S hu hnh th hin qua b ngoi ca hng cung cp dch v bao gm con
ngui v c s vt cht dng cung cp dch v.
S hu hnh c k hiu l TAN v c o lng bng 4 bin quan st t
TAN01 n TAN04 (xem Bng 3.2). Kt qu nghin cu nh tnh cho thy l cc
cu hi ny r rng, khch hng c th tr li c d dng.
3.3.1.2 Thnh phn Tin cy
S tin cy c k hiu l RLI c o lng bng 5 bin quan st, k hiu t
RLI05 n RLI09 (xem Bng 3.2). Cc bin ny dng o lng cc yu t ni
ln mc tin cy ca dch v c Hng cung cp. Nh trnh by trn mc
tin cy c ngha l dch v c cung cp ng ti thi im chnh xc nh
ha v cng l s c gng gii quyt cc tr ngi cho khch hng v hn ch cc
sai st xy ra.
Kt qu nghin cu nh tnh cng cho thy l cc cu hi ny r rng, khch hng
c th tr li c, v mi cu hi ni ln cc kha cnh khc nhau ca mc tin
cy.
3.3.1.3 Thnh phn p ng
S p ng c k hiu l RES c o lng bng 4 bin quan st, k hiu
t RES10 n RES13 (xem Bng 3.2). Cc bin ny o lng kh nng p ng
nhanh chng cc yu cu ca khch hng, cp nhp thng tin kp thi cho khch
hng. Kt qu nghin cu nh tnh cho thy, cc cu hi r rng, d tr li v mi
cu hi th hin cc kha cnh ca s p ng.
3.3.1.4 Thnh phn nng lc phc v
Lun vn thc s
28
Nng lc phc v th hin qua trnh chuyn mn v cung cch phc v lch
s, to s tin tng cho khch hng. Nng lc phc v c k hiu l ASS v o
bng 4 bin quan st t ASS14 n ASS17 (xem Bng 3.2). Kt qu nghin cu
nh tnh cho thy, cu hi r rng, d hiu v th hin cc kha cnh khc nhau ca
nng lc phc v.
3.3.1.5 Thnh phn ng cm
Th hin s quan tm chm sc n tng c nhn khch hng, coi trng li ch
ca khch hng cng nh c nhng gi bay thun tin cho khch hng. S ng
cm c k hiu l EMP c o bng 5 bin quan st t EMP18 n EMP21A
(xem Bng 3.2). Kt qu nghin cu nh tnh cho thy cc cu hi r rng d hiu,
v mi cu hi th hin cc kha cnh ca s ng cm.
Thang o SERVPERF sau khi nghin cu nh tnh.
Bng 3. 2 Thang o SERVPERF
Thnh phn hu hnh
TAN01
Hng c my bay mi
TAN02
TAN03
TAN04
RLI06
Hng th hin mi quan tm tht s gii quyt tr ngi cho khch hng
RLI07
RLI08
RLI09
Thnh phn p ng
RES10
Hng lun cp nht thng tin kp thi v tnh hnh chuyn bay
RES11
RES12
RES13
Lun vn thc s
29
ASS14
ASS15
ASS16
ASS17
EMP19
EMP20
EMP21
Lun vn thc s
30
BAG23
Hng l c x l cn thn v m bo
BAG24
BAG25
Th tc check-in c hiu qu
Thnh phn n b
BUM26
BUM27
BUM28
Th tc n b thun tin
OPE30
Gh ngi thoi mi
COM33
Ch chn rng
COM34
COM35
COM36
FRE38
FRE39
Hng c ng bay
Lun vn thc s
31
Lun vn thc s
32
Lun vn thc s
33
(Nguyn nh Th, 2007; dn theo Hair & ctg,1998). Cng c nh nghin cu cho
rng kch thc mu ti hn phi l 200 (Rex B. Kline,1998; dn theo Hoelter
1983). Cng c nh nghin cu cho rng kch thc mu ti thiu l nm mu cho
mt tham s cn c lng (Rex B. Kline, 1998; dn theo Bollen 1989). Nghin
cu ny s dng qui tc 5 x 3 = 15 mu cho mt bin o lng (Phm c K,
2006; dn theo Bentle & Chou, 1987). M hnh o lng (SERVPERF) gm 28
bin quan st, do s mu tnh ton ban u l: 28 x 15 = 420.
3.5.2 Thng tin mu
Bng cu hi c pht ra ti phng ch sn bay quc ni TSN v thu thp ti
ch. Phng ch sn bay quc ni Tn Sn Nht c k vng l ni c nhiu i
tng khch hng i my bay nhiu ln, nn bng cu hi ch yu c pht ra
ti y v thu thp ti ch.
Sau khi pht ra 496 mu, qua sn lc, thu c 420 mu hp l.
D liu sau khi thu thp c nhp v x l bng phn mm SPSS 16.0. Thng k
m t ca 420 mu nghin cu cho kt qu nh sau:
- T l gii tnh ca mu quan st: Qua thng k cho thy mu c s lng nam gii
s dng my bay nhiu hn s n gii, c th: nam chim 63.6%, n chim 36.4%.
Bng 3.6 T l gii tnh ca mu
Gii tnh
T l (%)
Nam
63.6
36.4
- tui ca mu quan st: Thng tin t mu cho thy, phn ln khch hng s
dng my bay nm trong tui t 23 n 50. C th tui t 23-35 chim 56%, t
35-50 chim 34%, khch hng di 23 tui rt t chim 2.9% v trn 50 tui chim
7.1%.
Lun vn thc s
34
T l (%)
Di 23
2.9
T 23-35
56.0
T 35-50
34.0
Trn 50
7.1
T l (%)
Di 4 triu
15.2
T 4-8 triu
36.4
T 8-15 triu
32.9
Trn 15 triu
15.5
S ln bay trong nm
T l (%)
1 ln
7.6
2-4 ln
37.1
5-10 ln
31.4
Trn 10 ln
23.8
Lun vn thc s
35
- Tuyn bay: Khch hng c phng vn bay tuyn TP HCM Hanoi chim
n 58,3%, iu ny kh ph hp vi thc t lng khch c vn chuyn
trong nm qua ca hng Vit Nam Airlines. Nhng tuyn cn li chim t l nh
hn nh TP HCM DaNang chim 19%, Hu 6%...
Bng 3.10 T l v tuyn bay ca mu
Tuyn bay
T l (%)
Tp HCM-HaNoi
58.3
Tp HCM-DaNang
19.0
Tp HCM-Hue
6.0
Tp HCM-Vinh
8.1
Tp HCM-HaiPhong
2.4
Tuyn khc
6.2
Lun vn thc s
36
CHNG 4
PHN TCH D LIU V GII THCH KT QU
Lun vn thc s
37
Nhn t
2
3
-.152 -.011
.531
-.017
-.016
.048
.798
-.060
.162
-.002
.623
.133
.005
.026
.639
.800
.007
-.122
.116
.705
.158
-.097
.000
.651
.072
-.062
.179
Bin quan st
TAN01 Hng c my bay mi
Lun vn thc s
38
.814
-.157
.127
-.106
.689
.040
-.044
-.002
.480
.159
.074
-.050
.588
.058
.175
-.096
.104
.719
.028
-.044
.161
.711
.021
-.147
.099
.758
-.012
-.007
.098
.714
.023
.011
-.174
.802
.015
.066
.021
.503
.183
.008
.207
-.059
.741
-.012
-.075
.156
.795
.010
-.220
.213
.746
-.003
.321
-.156
.629
.042
.025
.125
.230
.167
Eigenvalue
1.191
62.101%
Lun vn thc s
39
Lun vn thc s
40
Lun vn thc s
41
Bin quan st
1
Cronbach
Alpha
TAN01
-.018
-.146
-.019
.520
TAN02
-.029
-.017
.060
.818
TAN03
-.053
.165
-.003
.615
TAN04
.135
.008
.028
.636
PRO05
.805
.008
-.126
.111
PRO06
.712
.160
-.106
-.007
PRO07
.658
.075
-.069
.172
PRO08
.811
-.159
.129
-.101
PRO09
.679
.036
-.033
.008
PRO10
.482
.159
.071
-.049
PRO11
.592
.058
.168
-.096
STA12
.093
.715
.040
-.032
STA13
.148
.706
.035
-.132
STA14
.103
.761
-.018
-.008
STA15
.106
.717
.012
.007
STA16
-.168
.801
.009
.063
STA17
.028
.504
.175
.008
EMP18
.222
-.047
.713
-.011
EMP19
-.073
.157
.794
.022
EMP20
-.221
.212
.750
.009
.326
8.812
41.962%
-.154
1.941
9.244%
.623
1.514
7.208%
.049
1.177
5.604%
EMP21
Eigenvalue
Phng sai trch
0.740
0.877
0.888
0.866
1.177
64.018%
Lun vn thc s
42
BAG25
Th tc check-in c hiu qu
BUM26
BAG23
1
.024
-.041
-.044
Nhn t
2
3
-.097
.855
-.042
.804
.054
.831
4
-.033
.036
.039
.011
.083
.536
.009
-.012
.000
.051
.787
BUM27
-.030
.010
-.042
.951
BUM28
Th tc n b thun tin
.055
-.017
.046
.808
OPE29
.624
.005
.164
-.034
OPE30
.666
.045
.112
-.076
OPE30A
.227
.143
.168
.086
Lun vn thc s
43
OPE31
.513
.054
.203
-.072
FRE37
.735
.019
-.087
.101
FRE38
.886
-.038
-.155
.008
FRE39
Hng c ng bay
.776
-.038
-.073
.020
COM32
Gh ngi thoi mi
-.041
.886
-.011
-.052
COM33
Ch chn rng
-.034
.854
-.082
.019
COM34
-.007
.816
.042
-.002
COM35
.041
.717
.008
.015
COM36
.184
.443
.034
.042
Eigenvalue
1.467
65.567%
Theo m hnh o lng AIB ca Kent Gourdin (1993) th hai thnh phn Hot
ng & s an ton v thnh phn Mng li & tn sut l hai khi nim khc nhau,
dng o lng hai kha cnh khc nhau ca cht lng dch v hng khng.
Trong khi thnh phn Hot ng & s an ton th hin mc an ton ca dch v
ca hng v kh nng phc v ca nhn vin (lch s, nh nhn v khng phn bit
i x), th thnh phn Mng li & tn sut th hin kh nng cung cp ng
bay, tn sut y v k c gi bay thun tin. Nhng dng nh c hai thnh
phn ny u th hin v hng n nng lc cung cp dch v ca hng. Nng lc
ca hng y th hin qua s m bo an ton ca dch v, kh nng cung cp
ng bay vi tn sut y v gi bay thun tin, nng lc y cng bao gm
c nng lc phc v ca nhn vin. Do , c th trong cm nhn ca khch hng,
hai thnh phn ny ch l mt khi nim n hng. V thc t, nghin cu ny,
kt qu phn tch EFA ca tp d liu cho thy rng, hai khi nim Hot ng & s
an ton v Mng li & tn sut ch l mt. din t y ngha, thnh phn
mi ny c t tn li l: Nng lc hng v k hiu l CAP. Thnh phn ny s
c o lng bi 7 bin quan st t CAP29 n CAP31 v t CAP37 n CAP39.
Phn phn tch tip theo s kim nh tin cy ca thang o ny.
Lun vn thc s
44
Ngoi ra, kt qu EFA cho thy rng bin OPE30A (nhn vin lch s v nh nhn)
c trng s nh 0.227 < 0.4 do b loi. Nh vy thnh phn Nng lc hng ch
cn li su bin quan st.
Sau khi loi bin v kt hp li cc thnh phn, thang o AIB bao gm bn thnh
phn (1) X l hnh l (BAG); (2) Th tc n b (BUM); (3) Nng lc hng
(CAP); (4) Tin nghi trn chuyn bay (COM); vi 18 bin quan st.
Tin hnh nh gi li cho thang o ny.
4.2.2.1 tin cy thang o
Kt qu Cronbach Alpha cho thy cc thang o u t tin cy. Cc h s
tng quan bin tng u cao, tt c u > 0.5, thp nht l BAG25 = 0.537.
Cronbach Alpha ca cc thang o cng u cao, c th: Hnh l (BAG) c Alpha =
0.843; Th tc n b (BUM) c Alpha = 0.893; Nng lc hng (CAP) c Alpha =
0.853 v Tin nghi trn chuyn c Alpha = 0.868 (xem Bng 4.4). V vy, tt c cc
bin (18 bin) quan st c s dng trong phn tch EFA tip theo.
4.2.2.2 Phn tch EFA thang o AIB
Kt qu phn tch EFA cho bn yu t c trch ti eigenvalue l 1.465 v
phng sai trch 67.747%. Cc bin quan st u c trng s > 0.5, ngoi tr bin
COM36 = 0.442 (xem Bng 4.4)
Nh vy, m hnh thang o AIB sau khi nh gi s b bao gm bn thnh phn
vi 18 bin quan st. Thnh phn Hnh l (BAG) gm bn bin quan st, Th tc
n b (BUM) gm ba bin quan st, Nng lc hng (CAP) bao gm su bin quan
st v Tin nghi trn chuyn bay (COM) gm nm bin quan st.
Lun vn thc s
45
Bin quan st
1
Cronbach Alpha
3
BAG22
.028
-.092
.852
-.030
BAG23
-.037
-.037
.797
.039
BAG24
-.039
.058
.828
.041
BAG25
.012
.086
.530
.012
BUM26
-.010
.002
.053
.782
BUM27
-.027
.012
-.039
.952
BUM28
.056
-.014
.049
.802
CAP29
.612
.012
.166
-.028
CAP30
.660
.050
.117
-.072
CAP31
.500
.060
.201
-.066
CAP37
.735
.022
-.079
.102
CAP38
.875
-.033
-.146
.010
CAP39
.774
-.035
-.064
.022
COM32
-.038
.883
-.006
-.050
COM33
-.030
.850
-.077
.020
COM34
-.004
.812
.044
.001
COM35
.041
.712
.010
.018
COM36
.184
.442
.037
.044
7.195
1.935
1.599
1.465
1.465
39.973%
10.750%
8.883%
8.141%
67.747%
Eigenvalue
Phng sai trch
0.843
0.893
0.858
0.868
Lun vn thc s
46
Nhn t
1
.797
.803
.818
.789
.883
.847
4.385
73.091%
Cronbach Alpha
0.926
4.385
73.091%
V mt l thuyt, S tha mn v Lng trung thnh l hai khi nim phn bit. Mc
tha mn l hm ca s khc bit gia kt qu nhn c v k vng, khi kt
qu nhn c cao hn k vng th s c s hi lng. V k vng c hnh thnh
trn c s kinh nghim mua sm trc kia ca ngi mua, t nhng nhu cu c
nhn h, nhng kin ca ngi thn (Philip Kotler, 2004)Trong khi lng
trung thnh th hin qua xu hng mua lp li v li truyn ming (word of mouth).
V lng trung thnh l kt qu ca s tha mn khch hng, khi khch hng tha
mn th h s trung thnh. Kt qu ny c nhiu nh nghin cu trn th gii
chng minh nh c trnh by phn c s l thuyt.
Nhng thc t tp d liu nghin cu ny, qua nh gi EFA, th khch hng cho
rng s tha mn v lng trung thnh ch l mt yu t. C th khi tr li nhng
cu hi, khch hng hiu rng s mua lp li hay li truyn ming (word of mouth)
Lun vn thc s
47
cng chnh l s tha mn. Hay ni cch khc, tha mn cng c ngha l s mua
lp li v gii thiu hng n ngi khc (word of mouth).
Nh vy, hai khi nim ny v mt thc t nghin cu ny ch l mt thnh phn
n hng, th hin s tha mn, xu hng mua lp li v gii thiu dch v ca
hng n ngi khc. Do , khi nim mi ny cng c t tn l s hi lng,
k hiu l SAT, bao hm s tha mn khch hng v lng trung thnh, v c o
lng bng 6 bin quan st t SAT40 n SAT42 v t LOY43 n LOY45. Kt
qu phn tch cho thy rng thang o ny t yu cu v tin cy. (Bng 4.5)
4.3 Kim nh thang o bng CFA
Trong kim nh thang o, phng php CFA trong phn tch cu trc tuyn
tnh SEM c nhiu u im hn so vi phng php truyn thng nh phng php
h s tng quan, phng php phn tch nhn t khm ph EFA, v.v.. (Nguyn
nht Th, 2007; dn theo Bagozzi & Foxall 1996). L do l CFA cho php chng
ta kim nh cu trc l thuyt ca cc thang o lng nh mi quan h gia mt
khi nim nghin cu vi cc khi nim khc m khng b chch do sai s o
lng. Hn na, chng ta c th kim nh gi tr hi t v gi tr phn bit ca
thang o m khng cn dng nhiu nghin cu nh trong phng php truyn thng
MTMM (Nguyn nh Th dn, 2007; dn theo Steenkamp & Van Trijp, 1991).
Trong kim nh gi thuyt v m hnh nghin cu, m hnh cu trc tuyn tnh
cng c li th hn cc phng php truyn thng nh hi qui a bin v n c th
tnh c sai s o lng. Hn na, phng php ny cho php chng ta kt hp
c cc khi nim tim n vi o lng ca chng v c th xem xt cc o lng
c lp hay kt hp chung vi m hnh l thuyt cng mt lc. Chnh v vy,
phng php phn tch m hnh cu trc tuyn tnh c s dng rt ph bin trong
ngnh tip th trong nhng nm gn y v thng c gi l phng php phn
tch thng tin th h th hai (Nguyn nh Th, 2007; dn theo Hulland & ctg,
1996).
Lun vn thc s
48
sai
trch
(variance
extracted),
(3)
tnh
nguyn
Lun vn thc s
49
se
1-r
cr
TAN
<-->
PRO
0.586
0.074
0.414
5.595
0.000
TAN
<-->
STA
0.499
0.073
0.501
6.863
0.000
EMP
<-->
TAN
0.483
0.070
0.517
7.386
0.000
PRO
<-->
STA
0.720
0.079
0.280
3.544
0.000
EMP
<-->
STA
0.763
0.082
0.237
2.890
0.000
EMP
<-->
PRO
0.709
0.074
0.291
3.932
0.000
Lun vn thc s
50
TAN
TAN02
e2
TAN03
e3
TAN04
e4
PRO05
e5
.77
PRO06
e6
.79
PRO07
e7
PRO08
e8
PRO09
e9
PRO10
e10
PRO11
e11
STA12
e12
STA13
e13
STA14
e14
.69
.78
.59
.80
PRO
.67
.57
.50
-.12
.72
.66
.11
.23
.48
.72
.73
.71
.73
.81
STA
.66
.76
.82
.76
STA15
e15
STA16
e16
STA17
e17
EMP18
e18
EMP19
e19
EMP20
e20
EMP21
e21
.12
.26
.67
.78
.14
.33
.79
.67
EMP
.49
.40
Lun vn thc s
51
tin cy
Phng sai
Trung bnh
quan st
tng hp
trch
h s ti
S hu hnh (TAN)
0.778
0.539
0.73
0.878
0.510
0.71
0.876
0.542
0.73
S ng cm (EMP)
0.846
0.597
0.76
Thnh phn
Gi tr
(hi t v phn
bit)
Tha mn
S chuyn nghip
Nhn vin
Cht lng
dch v
Hng Khng
S ng cm
Lun vn thc s
52
Lun vn thc s
53
BAG22
.74
e23
BAG23
.73
e24
BAG24
.28
.90
BAG
.61
e25
BAG25
.54
e26
BUM26
.78
e27
BUM27
.79
.33
.34
BUM
.51
.86
e28
BUM28
e32
COM32
.75
e33
COM33
.72
e34
COM34
.83
.46
.54
.53
.25
COM
.55
.76
e35
COM35
e36
COM36
.63
.67
e29
CAP29
e30
CAP30
e31
CAP31
e37
CAP37
e38
CAP38
e39
CAP39
.29
.70
.72
.65
.71
.33
CAP
.69
.68
.28
Lun vn thc s
54
se
1-r
cr
BAG
<-->
BUM
0.540
0.074
0.460
6.216
0.000
BAG
<-->
COM
0.514
0.071
0.486
6.845
0.000
CAP
<-->
BAG
0.543
0.074
0.457
6.176
0.000
BUM
<-->
COM
0.459
0.071
0.541
7.620
0.000
CAP
<-->
COM
0.671
0.081
0.329
4.062
0.000
CAP
<-->
BUM
0.546
0.076
0.454
5.974
0.000
tin cy
Phng sai
Trung bnh
quan st
tng hp
trch
h s ti
Hnh l (BAG)
0.890
0.570
0.747
n b (BUM)
0.912
0.661
0.812
0.897
0.550
0.739
0.882
0.478
0.690
Thnh phn
Gi tr
(hi t v
phn bit)
Tha mn
Lun vn thc s
55
Th tc n b
Cht lng
dch v
hng khng
Nng lc hng
.46
e42
e41
e40
.64
.66
SAT40
.81
.54
SAT41
.80
e43
.76
SAT42
.87
e45
e44
.49
LOY43
.70
.68
.78
.60
LOY44
.55
LOY45
2 = 6.172; df = 4
p = .187; CMIN/df = 1.543
CFI = .999; TLI = .996
RMSEA =. 036
.74
SAT
Lun vn thc s
56
S bin
quan st
tin cy
tng hp
Phng
sai trch
Trung bnh
h s ti
Gi tr
(hi t v phn bit)
S tha mn
(SAT)
0.929
0.617
0.784
Tha mn
563.676
283
0.000
1.992
0.955
0.961
0.049
Lun vn thc s
57
Tuy h s tng quan gia hai khi nim km vi sai lch chun cho thy chng
khc 1, nhng gi tr ti hn c.r < 2 (xem Bng 4.12).
Bng 4. 12 Kt qu kim nh gi tr phn bit gia hai khi nim
(thang o SERPERF)
SAT
Mi quan h
<-->
SERV QUAL
r
0.859
se
0.107
1-r
0.141
cr
1.318
p
0.000
420.092
235
0.000
1.788
0.967
0.972
0.043
Cng tng t nh trn, tuy h s tng quan gia hai khi nim km vi sai lch
chun cho thy chng u khc vi 1 (xem Bng 4.14), nhng h s ti hn c.r < 2.
Nn v mt ngha con s th hai khi nim trong m hnh ny khng t c gi
tr phn bit.
Bng 4. 14 Kt qu kim nh gi tr phn bit gia hai khi nim
(thang o AIB)
SAT
Mi quan h
<-->
SERV QUAL
r
0.83
se
0.098
1-r
0.17
cr
1.735
p
0.000
Lun vn thc s
58
Theo kt qu kim nh gi tr phn bit gia hai khi nim cht lng dch v v
v s hi lng khch hng. Th trong c hai m hnh SERVPERF v AIB, hai khi
nim ny v mt ngha s hc, chng khng t c gi tr phn bit.
Tuy nhin v mt l thuyt, th s tha mn ca khch hng v cht lng dch v
l hai khi nim hon ton phn bit nhng c quan h gn vi nhau. Cht lng
dch v l khi nim khch quan, mang tnh lng gi v nhn thc, trong khi ,
s hi lng l s kt hp ca cc thnh phn ch quan, da vo cm gic v cm
xc (Nguyn Thnh Long, 2006; dn theo Shemwell, 1998). Ngoi ra, Zeithalm &
Bitner (2000), cho rng s tha mn ca khch hng v cht lng dch v l hai
khi nim khc bit. Trong khi s tha mn khch hng l quan im chung chung
v b tc ng bi nhiu yu t nh: cht lng sn phm, cht lng dch v, gi
c, yu t tnh hung, yu t c nhn, th cht lng dch v ch tp trung vo cc
thnh phn c th ca dch v (Sultan, F. and Simpson, M.C., 2000). Bn cnh ,
Parasuraman v cng s (2001), cho rng gia cht lng dch v v s tha mn
ca khch hng tn ti mt s khc bit v im khc bit c bn nht l vn
"nhn qu" (Sultan, F. and Simpson, M.C., 2000).
Vi thc t nghin cu ny, cht lng dch v l mt khi nim cp hai, c o
lng thng qua cc khi nim cp mt khc, cc khi nim cp mt ny o lng
cm nhn ca khch hng v cc thnh phn ca dch v mang tch khch quan v
c th. Trong khi s tha mn ca khch hng l mt khi nim bc mt, o lng
s tha mn khch hng thng qua cc bin quan st, mang tnh ch quan, chung
chung v b nh hng bi nhiu yu t khc. R rng v mt l thuyt v thc t
o lng nghin cu ny th hai khi nim Cht lng dch v v S hi lng l
hai khi nim phn bit. V h s tng quan gia hai khi nim ny l kh ln,
r=0.86 (m hnh SERVPERF) v r=0.83 (m hnh AIB), iu ny chng t rng tuy
hai khi nim ny phn bit nhng chng tng quan mnh vi nhau nghin cu
ny.
Lun vn thc s
59
S tha mn khch
hng
Lun vn thc s
60
Tuy nhin khi tnh tng i theo bc t do CMIN/df th gi tr cho thy m hnh
t mc thch hp vi d liu th trng (1.992). Hn na, cc ch tiu nh gi
mc ph hp khc u t yu cu (TLI = 0.955; CFI = 0.961; RMSEA = 0.49)
(xem Hnh 4.7). Nh vy, chng ta c th kt lun l m hnh ny thch hp vi d
liu thu thp t th trng.
TAN02
e3
TAN03
e4
TAN04
e5
PRO05
e6
PRO06
.73
.69
.39
TAN
.78
d4
.79
.77
e7
PRO07
e8
PRO08
-.14
.79
.73
PRO
.67
e9
.12
e10
PRO09 .56
.66
PRO10
d5
PRO11
.74
STA12
.50
e13
STA13
e14
STA14
e15
STA15
e16
STA16
e17
STA17
.72
e18
EMP18
e19
EMP19
STA
e20
EMP20
e21
EMP21
SAT41
e41
SAT42
e42
.76 LOY43
.73
LOY44
e43
e44
LOY45
e45
.84
.32
.68
.56
.48
.68
.70
.83
.68
d6
.82
.29
.42
SAT
d2
.70
.81
.79
.35
.86
.84
.74
e40
.85
SERV QUAL
e12
SAT40
.84
.87
.23
e11
.63
.76
.74
.66
.79
.69
EMP
d7
Lun vn thc s
61
ML
0.859
se
0.090
cr
9.574
p
0.000
Mi quan h
<--SERV QUAL
<--SERV QUAL
<--SERV QUAL
<--SERV QUAL
0.627
0.840
0.831
0.870
r2
0.393
0.706
0.691
0.757
p
0.000
0.000
0.000
0.000
= 0.87 v 76% s
thay i phng sai ca thnh phn ny c gii thch bi CLDV. Thnh phn
PRO c biu din bi 7 bin nh trong Bng 4.17. H s ti ca cc bin quan st
u ln v c ngha thng k.
Lun vn thc s
62
PRO05
PRO06
PRO07
PRO08
PRO09
PRO10
PRO11
<-<-<-<-<-<-<--
PRO
PRO
PRO
PRO
PRO
PRO
PRO
.789
.768
.793
.728
.667
.559
.660
r2
.623
.590
.629
.530
.445
.312
.436
p
.000
.000
.000
.000
.000
.000
.000
Mean
3.157
3.145
3.262
2.688
3.233
3.376
3.05
c gii thch bi Cht lng dch v (SERV QUAL). Thnh phn STA c o
lng bng 6 bin quan st (Bng 4.18), cc bin c h s ti ln thnh phn STA
cng kh cao v c ngha thng k.
Lun vn thc s
63
STA12
STA13
STA14
STA15
STA16
STA17
<-<-<-<-<-<--
STA
STA
STA
STA
STA
STA
.742
.720
.806
.791
.703
.676
r2
.551
.518
.650
.626
.494
.457
p
.000
.000
.000
.000
.000
.000
mean
3.502
3.35
3.457
3.486
3.576
3.414
Kt qu phn tch gi tr trung bnh cc bin quan st trong thnh phn ny cho
thy khch hng nh gi v nhn vin mc tng i, cao nht l bin Lch s
nh nhn c mean = 3.576, Sn sng gip khch hng c mean = 3.502, C y
thng tin tr li cho khch hng mean = 3.414 (xem Bng 4.18). Do s
ng gp vo cht lng dch v ca thnh phn ny, nn cc yu t nh: nng lc
ca Nhn vin, thi , hnh vi ca nhn vin cn c Hng quan tm v ci thin
hn na, bng cch cho nhn vin, tip vin v i ng tip xc trc tip khch
hng tham gia cc kha hun luyn.
Thnh phn ng cm (EMP)
Sau thnh phn Nhn vin l thnh phn ng Cm (EMP), kt qu cho thy
thnh phn EMP c h s ti ln Cht lng dch v (SERV QUAL) cng tng i
cao = 0.831 vi 69.1% s thay i phng sai c gii thch bi Cht lng dch
v. Cc bin quan st c trng s tng i cao v u c ngha thng k (Bng
4.19)
Bng 4. 19 Thnh phn EMP
Bin quan st
Hng quan tm n c nhn khch hng
Nhn vin bit quan tm n khch hng
Nhn vin hiu c mong mun ca khch
Hng coi trng li ch ca khch hng
EMP18
EMP19
EMP20
EMP21
<-<-<-<--
EMP
EMP
EMP
EMP
.827
.747
.658
.787
r2
.684
.558
.433
.619
p
.000
.000
.000
.000
Mean
3.174
3.279
3.071
3.074
Lun vn thc s
64
r2
p
mean
0.732 0.536 0.000 3.25
0.692 0.479 0.000 3.664
0.777 0.604 0.000 3.357
TAN02
TAN03
TAN04
<-<-<--
TAN
TAN
TAN
Lun vn thc s
65
ML
0.829
se
0.081
cr
10.249
p
0.000
Lun vn thc s
66
BAG22
e23
BAG23
.80
e24
BAG24
e25
BAG25
.27
d1
.75
.73
.45
BAG
.90
.60
.67
BUM26
.79
.49
.28
e27
BUM27
.81
e28
BUM28
e32
COM32
e35
COM35
e36
COM36
e29
CAP29
e30
CAP30
e31
CAP31
.42
LOY43
.90
.81
.49
.53
LOY44
LOY45
.65
.73
.70
SAT
.69
.77
.59
.72
.83
.83
SERV QUAL
d6
COM
d5
.76
.23
.89
.70
d3
COM33
COM34
.66
SAT42
e45
e44
BUM
.75
e34
SAT41
e43
.72
.00
.53
e33
.80
.79
SAT40
.85
.31
e42
e41
e40
d2
e26
.53
.02
.62
.63
.82
.32
.69
.70
.65
.71
e37
CAP37
e38
CAP38
e39
CAP39
.32
d4
CAP
.66
.69
.69
.27
Lun vn thc s
67
Mi quan h
<--SERV QUAL
<--SERV QUAL
<--SERV QUAL
<--SERV QUAL
r2
p
0.664 0.000
0.449 0.000
0.489 0.000
0.594 0.000
0.815
0.670
0.699
0.771
Hnh l ( = 0.67).
Thnh phn Nng lc hng (CAP)
Theo kt qu SEM (i vi thang o AIB) th y l thnh phn nh hng ln nht
n cht lng dch v ca Hng, h s ti ln Cht lng dch v l rt ln
Bin quan st
r2
mean
Tn sut bay y
CAP37 <--
CAP38 <--
Cung cp ng bay
CAP39 <--
CAP31 <--
CAP30 <--
CAP29 <--
3.29
3.61
Lun vn thc s
68
Nh vy, m hnh ny Nng lc hng (CAP) l thnh phn quan trng nh hng
nhiu nht n cht lng dch v ca Hng. Khi tin hnh phn tch tr trung bnh
ca cc bin quan st th kt qu cho thy rng, khch hng nh gi cao tnh an
ton v dch v ca hng, c th: Hng s dng nhng trang thit b cn thit
cho chuyn bay c mean = 3.61; Dch v ca hng l an ton c mean = 3.557. Tuy
nhin, khch hng nh gi thp v gi bay, v mng ng bay, c th: Gi bay
thun tin c mean = 3.267 v hng cung cp ng bay c mean = 3.29. Vic
m rng mng li ng bay ph thuc ln vo kh nng ca hng v mc hp
dn ca th trng mun khai thc bn cnh n cn ph thuc nhiu vo cc vn
php l khc na, do Hng cn xem xt v cn i cc ngun lc trong vic
ci thin vn n ny. Ngoi ra, vic sp xp li gi bay thun tin hn cho
khch hng l iu cn thit m hng cn quan tm n nhm nng cao hn na
cht lng dch v trong cm nhn ca khch hng.
Thnh phn tin nghi trn chuyn bay (COM)
Tin nghi trn chuyn bay c nh gi qua s thoi mi ca gh ngi, khoang
hnh khch, thc n v thc ung (Bng 4.24). Kt qu SEM cho thy, trong m
hnh AIB th thnh phn tin nghi COM c h s ti ln th hai (.771) vi 59.4% s
thay i ca phng sai c gii thch bi Cht lng dch v. Cc bin c h s
ti ln thnh phn COM u cao v c ngha thng k. (Xem Bng 4.24).
Bng 4. 24 Thnh phn tin nghi (COM)
r2
COM
.75
.57 .000
3.46
<--
COM
.72
.52 .000
3.36
COM34
<--
COM
.83
.69 .000
3.58
COM35
<--
COM
.76
.58 .000
3.65
COM36
<--
COM
.63
.40 .000
3.26
Bin quan st
Gh ngi thoi mi
COM32
<--
Ch chn rng
COM33
Mean
Kt qu phn tnh tr trung bnh cc bin quan st trong thnh phn ny cho thy
khch hng nh gi tnh tin nghi trn my bay tng i cao, thp nht l nh
Lun vn thc s
69
Bin quan st
Mean
BAG22
<--
Hnh l c c x l cn thn m bo
BAG23
<--
BAG24
<--
Th tc check-in c hiu qu
BAG25
<--
r2
Mean
BUM26
<--
BUM
0.793
0.629
0.000
2.926
BUM27
<--
BUM
0.814
0.663
0.000
2.902
BUM28
<--
BUM
0.853
0.728
0.000
2.988
Kt qu phn tch tr trung bnh cc bin thnh phn ny cho thy, khch hng nh
gi thnh phn ny kh thp, cao nht l th tc n b c mean = 2.988. Kt qu
Lun vn thc s
70
phng vn trc tip khch hng trong giai on nghin cu nh tnh cho bit rng,
hu ht khch hng s dng thng xuyn dch v ca hng cho rng chnh sch
n b ca hng km v cha tha ng, cha quan tm n li ch ca khch hng.
V tnh quan trng ca thnh phn ny ln Cht lng dch v, hng cn quan tm
mt cch ng mc ci thin vn ny, gp phn nng cao cht lng dch v
tha mn khch hng.
4.4.2.2 Kim nh gi thit (thang o AIB)
Gi thuyt H1 pht biu l Nu mc cm nhn ca khch hng v cht
lng dch v ca Hng tng hay gim th mc Tha mn ca h s tng hay
gim theo.
Kt qu c lng nghin cu ny cho thy mi quan h nhn qu gia Cht
lng dch v cm nhn (SERV QUAL) v S tha mn (SAT) theo thang o AIB
l 0.83 vi sai lch chun (se) l 0.081 v gi tr c lng ny c ngha thng k
(p < 0.000). Nh vy gi thuyt ny c chp nhn.
Ngoi ra, h s r 2 ca khi nim S tha mn l 0.69 cho thy rng 69% s thay i
phng sai ca S tha mn c gii thch bi cht lng dch v (SERV QUAL).
iu ny chng t rng Cht lng dch v cm nhn c o lng theo thang o
AIB l yu t quan trng, chim t l ln trong vic to nn S tha mn cho khch
hng ti Vit Nam Airlines.
4.4.3 Kt qu kim nh gi thuyt v lin h thc t
Theo kt qu kim nh v mi quan h nhn qu gia cht lng dch v v
s hi lng khch hng, th trong c hai m hnh nghin cu, s nh hng ca cht
lng dch v ln s hi lng khch hng l rt ln, c th: r=0.86 m hnh
SERVPERF v r=0.83 m hnh AIB. iu ny chng t cht lng dch v chim
t trng ln trong vic to ra s tha mn khch hng. Trong l thuyt v s tha
mn khch hng, Sultan, F. and Simpson, M.C. (2000), cho rng s tha mn khch
hng b tc ng bi nhiu yu t nh: cht lng dch v, gi c, yu t tnh
Lun vn thc s
71
Lun vn thc s
72
M hnh
Serperf
M hnh
Airline Industry
4
20
4
18
563.676
283
0.000
1.992
0.955
0.961
0.049
436.149
235
0.000
1.856
0.964
0.970
0.045
0.740
0.690
Tuy nhin, khi xt n mc gii thch ca thnh phn cht lng dch v (SERV
QUAL) ln s thay i phng sai ca S tha mn th kt qu cho thy m hnh
thang o SERVPERF gii thch tt hn t 74% so vi m hnh thang o AIB 69%.
V kt qu trong nghin cu ny cng c phn tng t nh kt qu trong bi
nghin cu ca Cuningham v cng s ti th trng M v Hn Quc nm 2002.
Kt qu cho thy rng h s R 2 hiu chnh ca m hnh SERVPERF ln hn so vi
m hnh AIB.
Tuy nhin, c hai m hnh thang o u thch hp vi d liu th trng, do nn
kt hp c hai m hnh ny trong vic nh gi S tha mn ca khch hng lnh
vc dch v hng khng.
Lun vn thc s
73
CHNG 5
NGHA V KT LUN
Lun vn thc s
74
Lun vn thc s
75
khi o lng cht lng dch v hng khng chng ta phi c o lng
bng nhiu thnh phn v mi thnh phn phi c o lng bng nhiu
bin quan st.
(3) Kt qu nghin cu ny cng gi cho cc doanh nghip kinh doanh dch
v, t bit l dch v hng khng l: khng nn nh gi cht lng dch
v mt cch chung chung nh cht lng dch v ny cao hay thp v.v m
cht lng dch v phi c o bng mt tp nhiu thang o o lng
cc khi nim thnh phn c lin h vi nhau v chng cng to nn cht
lng dch v. Ngoi ra thang o lng trong nghin cu tip th phi c
kim nh gi tr v tin cy khi s dng chng. Nu vic ny khng
c thc hin mt cch hp l th gi tr ca kt qu nghin cu l vn
cn c xem xt li.
Th hai, v m hnh nghin cu, kt qu phn tch SEM cho thy cc ch s nh
gi ph hp nh CFI, TLI, RMSEA ca c hai m hnh u t yu cu. iu
ny c ngha rng c hai m hnh nghin cu u ph hp vi d liu th trung.
Vic chp nhn gi thuyt v mi quan h nhn qu gia Cht lng dch v hng
khng v S tha mn ca khch hng trong nghin cu ny, mang li mt s
ngha thit thc cho nhiu i tng khc nhau: i tng l cc doanh nghip kinh
doanh dch v ni chung v dch v hng khng ni ring, cc cng ty h tr tip
th qung co, khuyn mi, nghin cu th trng, cng nh cc nh nghin cu
trong ngnh tip th.
Trong mt nghin cu gn y v gi tr thng hiu ti th trng tiu dng Vit
Nam (Nguyn nh Th, 2007) cho thy rng, cht lng cm nhn l yu t
quan trng nht to nn gi tr thng hiu v l yu t chnh to nn s tha mn
v lng trung thnh ca khch hng. V vy, nu nm bt c nhng tiu ch to
nn cht lng dch v hng khng, cc nh kinh doanh ngnh hng khng s d
dng hn trong vic ci thin cht lng dch v ca mnh ngy cng p ng
Lun vn thc s
76
Lun vn thc s
77
Th ba, kt qu so snh hai m hnh SERVPERF v AIB cho thy c hai m hnh
u ph hp vi d liu th trng. Tuy nhin, i vi m hnh thang o
SERVPERF th mc gii thch ca cht lng dch v ln s thay i phng sai
ca S tha mn ln hn (74%) so vi m hnh thang o AIB (69%). Kt qu ny
tng t vi kt qu ca Cuningham v cng s thc hin th trng hng khng
M v Hn Quc nm 2002. Tuy nhin, khi nh gi cht lng dch v hng
khng, vic nh gi mang tnh ton din v tng qut hn th cc nghin cu
cn kt hp hai m hnh vi nhau.
5.3 Hn ch ca nghin cu v hng nghin cu tip theo
Tng t nh bt k d n nghin cu no, nghin cu ny cn tn ti nhiu
hn ch.
Th nht, i tng ly mu l khch hng bay cng Vit Nam Airline trong
vng mt nm qua. V khch hng c hi v cm nhn ca h v dch v ca
Vit Nam Airline trong ln bay gn y nht, do nhng nh gi ca khch hng
c th b lch, b nh hng bi nhng ln bay trc . c c nhng nh
gi chnh xc hn, nh nghin cu nn phng vn khch hng v mt chuyn bay c
th ngay sau khi h thc hin xong chuyn bay .
Th hai, kt qu ca mu thu c c t l nam ln gn gp hai ln so vi n, c
th nam chim 63.6% v n chim 36.4%. Ngoi ra mu c thu thp khng theo
t l gia cc tuyn bay. Do , tnh tng qut ha ca mu l cha cao. nng
cao kh nng tng qut ca mu, nghin cu cn c lp li vi vic thu thp mu
theo mt t l hp l hn.
Khc phc hai hn ch trn l mt hng cho nghin cu tip theo.
Th ba, vi mc tiu ra, nghin cu ny ch xem xt s tc ng ca Cht
lng dch v n S tha mn ca khch hng. C th cn nhiu yu t khc na
gp phn vo vic gii thch cho s tha mn ca khch hng Vit Nam Airlines
nh gi c cm nhn, cm nhn v ri ro, cc chng trnh khuyn mi, chng
Lun vn thc s
78
Lun vn thc s
79
Lun vn thc s
80
L.Arbuckle
(2006),
Amos
7.0
Users
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URL:
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models: Some experimences in the commercial airline industy, International
Journal of Service Industry Management, Vol.12 No.3, pp.269-294.
Lun vn thc s
I.
L LCH S LC
H v tn: Duy Nht.
Ngy, thng, nm sinh: 01/05/1980.
Ni sinh: Tha Thin Hu.
a ch lin lc: Thn B in, X Phong An, Huyn Phong in, Tha Thin
Hu.
Dn tc: Kinh.
II.
QU TRNH O TO
Ngi khai
Duy Nht
Ph lc
PH LC
PH LC A...........................................................................................................3
BNG CU HI PHNG VN ..........................................................................3
PH LC B ...........................................................................................................7
X L S LIU ...................................................................................................7
PH LC 1: CC KT QU THNG TIN V MU.......................................8
Ph lc 1.1 Phn b mu theo gii tnh....................................................................8
Ph lc 1.2 Phn b mu theo tui......................................................................8
Ph lc 1.3 Phn b mu theo cng vic..................................................................8
Ph lc 1.4 Phn b mu theo thu nhp ...................................................................8
Ph lc 1.5 Phn b mu theo s ln bay trong nm ................................................8
Ph lc 1.6 Phn b mu theo ln bay gn nht .......................................................9
Ph lc 1.7 Phn b mu theo tuyn bay..................................................................9
PH LC 2: KT QU D LIU THNG K M T.................................10
Ph lc 2.1 Kt qu thng k bin c lp ............................................................. 10
Phu lc 2.2 Kt qu thng k bin ph thuc.........................................................11
PH LC 3: KT QU PHN TCH NHN T KHM PH EFA.............12
Ph lc 3.1 Kt qu EFA thang o SERVPERF (cha loi bin) ........................... 12
Ph lc 3.2 Kt qu EFA thang o SERVPERF (hiu chnh).................................13
Ph lc 3.3 Kt qu EFA thang o Airline Industry (cha loi bin) .....................15
Ph lc 3.4 Kt qu EFA thang o Airline Industry (hiu chnh) ........................... 17
Duy Nht
Ph lc
Duy Nht
Ph lc
PH LC A
BNG CU HI PHNG VN
Duy Nht
Ph lc
1 ln
2-4 ln
5-10 ln
Trn 10 ln
1-3 thng
3-6 thng
6-12 thng
TP.HCM -DANANG
TP.HCM-VINH
TP.HCM-HAIPHONG
Tuyn khc
TP.HCM -HUE
Duy Nht
Khng
Ph lc
II. NH GI CA QU KHCH.
Trong ln bay ni a gn y nht cng VietNam Airlines, xin qu khch vui
lng cho bit mc ng ca mnh qua cc pht biu di y.
Rt
khng
ng
1. Hng c my bay mi
Khng
ng
Bnh
thng
ng
Duy Nht
Rt
ng
Ph lc
Rt
khng
ng
Khng
ng
Bnh
thng
ng
Rt
ng
30. Hng s dng nhng trang thit b cn thit cho chuyn bay.
Nam
2. tui ca anh/ch l
Dui 23
T 23-35
T 35-50
Qun l cp trung
Trn 50
Nhn vin
4-8triu
8-15triu
Duy Nht
Trn 15 triu
Ph lc
PH LC B
X L S LIU
Duy Nht
Ph lc
PH LC 1: CC KT QU THNG TIN V MU
Ph lc 1.1 Phn b mu theo gii tnh
Frequency
Valid
Percent(%)
Valid Percent
Cumulative Percent
Nam
267
63.6
63.6
63.6
Nu
153
36.4
36.4
100.0
Total
420
100.0
100.0
Duoi 23
Percent(%)
12
Tren 50
Valid Percent
2.9
Cumulative Percent
2.9
2.9
10.0
30
7.1
7.1
Tu 24_35
235
56.0
56.0
66.0
Tu 36_50
143
34.0
34.0
100.0
Total
420
100.0
100.0
Khac
Nhan vien
Percent(%)
Valid Percent
Cumulative Percent
37
8.8
8.8
8.8
142
33.8
33.8
42.6
60
14.3
14.3
56.9
181
43.1
43.1
100.0
Total
420
100.0
100.0
Percent
Valid Percent(%)
Cumulative Percent
Duoi 4 trieu
64
15.2
15.2
15.2
Tren 15 trieu
65
15.5
15.5
30.7
Tu 5-8 trieu
153
36.4
36.4
67.1
Tu 9-15 trieu
138
32.9
32.9
100.0
Total
420
100.0
100.0
Duy Nht
1 lan
Percent
Valid Percent(%)
Cumulative Percent
32
7.6
7.6
7.6
2-4 lan
156
37.1
37.1
44.8
5-10 lan
132
31.4
31.4
76.2
Tren 10 lan
100
23.8
23.8
100.0
Total
420
100.0
100.0
Ph lc
Percent
Cumulative Percent
1-3 thang
132
31.4
31.4
31.4
3-6 thang
56
13.3
13.3
44.8
6-12 thang
29
6.9
6.9
51.7
Duoi 1 thang
203
48.3
48.3
100.0
Total
420
100.0
100.0
TpHCM_DaNang
Cumulative Percent
19.0
19.0
19.0
245
58.3
58.3
77.4
TpHCM_Hue
25
6.0
6.0
83.3
TpHCM_Vinh
34
8.1
8.1
91.4
TpHCM-HaiPhong
10
2.4
2.4
93.8
Tuyen khac
26
6.2
6.2
100.0
420
100.0
100.0
TPHCM_HaNoi
Total
Duy Nht
Percent
80
Ph lc
10
PH LC 2: KT QU D LIU THNG K M T
Ph lc 2.1 Kt qu thng k bin c lp
N
Min
Max
Mean
Std. Deviation
Variance
Skewness
Kurtosis
TAN01
420
1.00
5.00
3.4405
.77784
.605
-.091
TAN02
420
1.00
5.00
3.2500
.69904
.489
.203
.909
TAN03
420
2.00
5.00
3.6643
.67280
.453
-.237
-.009
TAN04
420
1.00
5.00
3.3571
.75118
.564
-.116
-.106
CAP05
420
1.00
5.00
3.1571
.91347
.834
-.373
-.148
CAP06
420
1.00
5.00
3.1452
.87683
.769
-.116
.013
CAP07
420
1.00
5.00
3.2619
.82211
.676
-.363
.251
CAP08
420
1.00
5.00
2.6881
.97967
.960
.107
-.391
CAP09
420
1.00
5.00
3.2333
.82782
.685
-.204
.299
CAP10
420
1.00
5.00
3.3762
.87468
.765
-.466
.185
CAP11
420
1.00
5.00
3.0500
.78462
.616
.001
.371
STA12
420
1.00
5.00
3.5024
.75208
.566
-.515
.407
STA13
420
1.00
5.00
3.3500
.77174
.596
-.256
.336
STA14
420
1.00
5.00
3.4571
.74126
.549
-.400
.371
STA15
420
1.00
5.00
3.4857
.72939
.532
-.414
.307
STA16
420
1.00
5.00
3.5762
.76399
.584
-.759
.785
STA17
420
1.00
5.00
3.4143
.78152
.611
-.271
.077
EMP18
420
1.00
5.00
3.1738
.80912
.655
-.246
.360
EMP19
420
1.00
5.00
3.2786
.74796
.559
-.332
.258
EMP20
420
1.00
5.00
3.0714
.73744
.544
-.113
.420
EMP21
420
1.00
5.00
3.0738
.82721
.684
-.062
.246
EMP21A
420
1.00
5.00
3.4000
.75809
.575
-.285
-.170
BAG22
420
1.00
5.00
3.4476
.75659
.572
-.386
-.098
BAG23
420
1.00
5.00
3.2929
.78922
.623
-.336
-.025
BAG24
420
1.00
5.00
3.4238
.72553
.526
-.316
.003
BAG25
420
1.00
5.00
3.5405
.73493
.540
-.630
.646
BUM26
420
1.00
5.00
2.9881
.76458
.585
-.173
.402
BUM27
420
1.00
5.00
2.9024
.75840
.575
-.165
.341
BUM28
420
1.00
5.00
2.9262
.75480
.570
-.011
.325
OPE29
420
2.00
5.00
3.5571
.64743
.419
-.108
-.189
OPE30
420
1.00
5.00
3.6095
.63314
.401
-.191
.247
OPE30A
420
1.00
5.00
3.5714
.75503
.570
-.779
.844
OPE31
420
1.00
5.00
3.4857
.73914
.546
-.343
.066
OPE37
420
1.00
5.00
3.2667
.75388
.568
-.249
-.086
OPE38
420
1.00
5.00
3.3952
.74793
.559
-.274
-.130
OPE39
420
1.00
5.00
3.2905
.80357
.646
-.130
-.335
COM32
420
1.00
5.00
3.4643
.72208
.521
-.008
-.053
COM33
420
1.00
5.00
3.3643
.77130
.595
-.040
-.132
COM34
420
2.00
5.00
3.5762
.66008
.436
-.133
-.156
COM35
420
1.00
5.00
3.6452
.64468
.416
-.474
.535
COM36
420
1.00
5.00
3.2571
.77894
.607
-.057
-.030
Valid N
(listwise)
420
Duy Nht
.203
Ph lc
11
Min
Max
Mean
Std. Deviation
Variance
Skewness
Kurtosis
SAT40
420
1.00
5.00
3.2881
.73465
.540
-.293
.647
SAT41
420
1.00
5.00
3.3143
.70882
.502
-.253
.799
SAT42
420
1.00
5.00
3.3405
.75732
.574
-.492
.581
LOY43
420
1.00
5.00
3.3619
.76153
.580
-.292
.244
LOY44
420
1.00
5.00
3.3214
.78105
.610
-.269
.028
LOY45
420
1.00
5.00
3.3857
.75921
.576
-.381
.086
Valid N (listwise)
420
Duy Nht
Ph lc
12
Total
% of Variance
4.971E3
df
231
Sig.
.000
Initial Eigenvalues
Factor
.927
Approx. Chi-Square
Rotation Sums of
a
Squared Loadings
Cumulative %
Total
% of Variance
Cumulative %
Total
8.994
40.882
40.882
8.572
38.964
38.964
6.953
1.942
8.827
49.709
1.480
6.726
45.690
6.875
1.535
6.976
56.685
1.062
4.828
50.518
6.010
1.191
5.416
62.101
.818
3.718
54.237
3.824
.900
4.092
66.193
.832
3.780
69.972
.734
3.338
73.310
.602
2.737
76.047
.572
2.601
78.648
10
.543
2.466
81.114
11
.523
2.379
83.493
12
.464
2.111
85.604
13
.435
1.979
87.583
14
.424
1.929
89.512
15
.396
1.798
91.311
16
.354
1.611
92.921
17
.339
1.539
94.460
18
.319
1.452
95.912
19
.266
1.211
97.123
20
.228
1.037
98.160
21
.209
.950
99.110
22
.196
.890
100.000
Duy Nht
Ph lc
13
Pattern Matrix
Factor
1
TAN01
-.027
-.152
-.011
.531
TAN02
-.017
-.016
.048
.798
TAN03
-.060
.162
-.002
.623
TAN04
.133
.005
.026
.639
RLI05
.800
.007
-.122
.116
RLI06
.705
.158
-.097
.000
RLI07
.651
.072
-.062
.179
RLI08
.814
-.157
.127
-.106
RLI09
.689
.040
-.044
-.002
RES10
.480
.159
.074
-.050
RES11
.588
.058
.175
-.096
RES12
.104
.719
.028
-.044
RES13
.161
.711
.021
-.147
ASS14
.099
.758
-.012
-.007
ASS15
.098
.714
.023
.011
ASS16
-.174
.802
.015
.066
ASS17
.021
.503
.183
.008
EMP18
.207
-.059
.741
-.012
EMP19
-.075
.156
.795
.010
EMP20
-.220
.213
.746
-.003
EMP21
.321
-.156
.629
.042
EMP21A
.025
.125
.230
.167
.926
Approx. Chi-Square
4.861E3
df
210
Sig.
.000
Total
% of Variance
Rotation Sums of
a
Squared Loadings
Cumulative %
Total
% of Variance
Cumulative %
Total
8.812
41.963
41.963
8.399
39.993
39.993
6.858
1.941
9.244
51.206
1.484
7.067
47.060
6.738
1.514
7.208
58.414
1.053
5.013
52.073
5.773
1.177
5.604
64.018
.811
3.864
55.937
3.691
.833
3.966
67.983
.775
3.690
71.673
.630
2.999
74.672
.573
2.726
77.398
Duy Nht
Ph lc
14
.554
2.637
80.035
10
.525
2.500
82.535
11
.475
2.264
84.799
12
.437
2.082
86.881
13
.425
2.022
88.902
14
.405
1.931
90.833
15
.356
1.696
92.530
16
.346
1.648
94.178
17
.320
1.522
95.700
18
.268
1.275
96.975
19
.228
1.087
98.062
20
.210
1.000
99.062
21
.197
.938
100.000
Pattern Matrix
Factor
1
-.018
-.146
-.019
.520
TAN02
-.029
-.017
.060
.818
TAN03
-.053
.165
-.003
.615
TAN04
.135
.008
.028
.636
CAP05
.805
.008
-.126
.111
CAP06
.712
.160
-.106
-.007
CAP07
.658
.075
-.069
.172
CAP08
.811
-.159
.129
-.101
CAP09
.679
.036
-.033
.008
CAP10
.482
.159
.071
-.049
CAP11
.592
.058
.168
-.096
STA12
.093
.715
.040
-.032
STA13
.148
.706
.035
-.132
STA14
.103
.761
-.018
-.008
STA15
.106
.717
.012
.007
STA16
-.168
.801
.009
.063
STA17
.028
.504
.175
.008
EMP18
.222
-.047
.713
-.011
EMP19
-.073
.157
.794
.022
EMP20
-.221
.212
.750
.009
EMP21
.326
-.154
.623
.049
Duy Nht
TAN01
Ph lc
15
.896
Approx. Chi-Square
4.384E3
df
171
Sig.
.000
Total
% of Variance
Rotation Sums of
a
Squared Loadings
Total
% of Variance
Cumulative %
Total
7.459
39.256
39.256
7.049
37.102
37.102
5.521
1.935
10.186
49.442
1.595
8.396
45.497
5.166
1.599
8.416
57.858
1.226
6.453
51.951
4.667
1.467
7.719
65.577
1.119
5.887
57.838
4.167
.883
4.650
70.226
.739
3.890
74.116
.711
3.743
77.859
.608
3.200
81.060
.565
2.974
84.034
10
.474
2.493
86.527
11
.400
2.105
88.632
12
.368
1.936
90.568
13
.321
1.690
92.257
14
.294
1.546
93.803
15
.282
1.485
95.288
16
.271
1.428
96.716
17
.247
1.302
98.018
18
.194
1.022
99.040
19
.182
.960
100.000
Pattern Matrix
Factor
1
Duy Nht
BAG22
.024
-.097
.855
-.033
BAG23
-.041
-.042
.804
.036
BAG24
-.044
.054
.831
.039
BAG25
.011
.083
.536
.009
BUM26
-.012
.000
.051
.787
BUM27
-.030
.010
-.042
.951
BUM28
.055
-.017
.046
.808
OPE29
.624
.005
.164
-.034
Ph lc
16
OPE30
.666
.045
.112
OPE30A
.227
.143
.168
.086
OPE31
.513
.054
.203
-.072
FRE37
.735
.019
-.087
.101
FRE38
.886
-.038
-.155
.008
FRE39
.776
-.038
-.073
.020
COM32
-.041
.886
-.011
-.052
COM33
-.034
.854
-.082
.019
COM34
-.007
.816
.042
-.002
COM35
.041
.717
.008
.015
COM36
.184
.443
.034
.042
Duy Nht
-.076
Ph lc
17
.892
Approx. Chi-Square
4.253E3
df
153
Sig.
.000
Total
% of Variance
Total
% of Variance
Cumulative %
Rotation Sums of
a
Squared Loadings
Total
7.195
39.973
39.973
6.800
37.777
37.777
5.272
1.935
10.750
50.723
1.596
8.869
46.646
4.976
1.599
8.883
59.606
1.228
6.825
53.471
4.461
1.465
8.141
67.747
1.118
6.212
59.683
4.021
.831
4.619
72.366
.730
4.054
76.420
.617
3.426
79.847
.565
3.141
82.987
.487
2.708
85.695
10
.402
2.235
87.930
11
.370
2.056
89.987
12
.322
1.787
91.774
13
.296
1.644
93.419
14
.282
1.568
94.986
15
.274
1.521
96.508
16
.249
1.386
97.893
17
.196
1.087
98.980
18
.184
1.020
100.000
Pattern Matrix
Factor
1
Duy Nht
BAG22
.028
-.092
.852
-.030
BAG23
-.037
-.037
.797
.039
BAG24
-.039
.058
.828
.041
BAG25
.012
.086
.530
.012
BUM26
-.010
.002
.053
.782
BUM27
-.027
.012
-.039
.952
BUM28
.056
-.014
.049
.802
OPE29
.612
.012
.166
-.028
OPE30
.660
.050
.117
-.072
OPE31
.500
.060
.201
-.066
OPE37
.735
.022
-.079
.102
Ph lc
18
OPE38
.875
-.033
-.146
OPE39
.774
-.035
-.064
.010
.022
COM32
-.038
.883
-.006
-.050
COM33
-.030
.850
-.077
.020
COM34
-.004
.812
.044
.001
COM35
.041
.712
.010
.018
COM36
.184
.442
.037
.044
.866
Approx. Chi-Square
2.111E3
df
15
Sig.
.000
Total
% of Variance
Total
4.385
73.091
73.091
.727
12.109
85.200
.301
5.015
90.216
.269
4.477
94.692
.191
3.183
97.875
.127
2.125
100.000
Factor Matrix
Factor
1
Duy Nht
% of Variance
4.067
SAT40
.797
SAT41
.803
SAT42
.818
LOY43
.789
LOY44
.883
LOY45
.847
67.781
Cumulative %
67.781
Ph lc
19
.35
e2
e3
e4
e18
e19
e20
e21
TAN02
TAN03
TAN04
EMP18
EMP19
EMP20
EMP21
.74
.69
.77
.81
.71
TAN
.67
.81
EMP
.48
.26
e5
e6
e7
e8
e9
e10
e11
CAP05
CAP06
CAP07
CAP08
CAP09
CAP10
CAP11
.81
.77
.77
.72
.66
.54
CAP
Duy Nht
.64
Ph lc
20
.38
e12
e13
e14
e15
e16
e17
STA12
STA13
STA14
STA15
STA16
STA17
.74
.72
.80
.78
.73
.67
STA
Duy Nht
Ph lc
21
d4
.39
.73
TAN02
e2
TAN03
e3
TAN04
e4
CAP05
e5
CAP06
e6
CAP07
e7
.67 CAP08
e8
.56
.66
CAP09
e9
CAP10
e10
CAP11
e11
STA12
e12
.72
STA13
e13
.81
STA14
e14
.70 STA15
.68 STA16
e15
e16
STA17
e17
EMP18
e18
EMP19
e19
EMP20
e20
EMP21
e21
.69
TAN
.78
.48
.56
.32
e40
e41
e42
e43
.68
e44
d5
e45
.63
.79
.77
.76
.79
SAT40
SAT41
.84
.85
SAT42
.84
LOY43
.68
.76
LOY44
LOY45
.87
.73
.12
.23
SERV QUAL
SAT
.84
.74
d6
.86
.71
.50
.35
.79
STA
.83
d7
.69
EMP
.83
.75
.28
.66
.79
Duy Nht
-.14
.73
AIR
.42
Ph lc
22
TAN
STA
EMP
CAP
SAT
TAN02
TAN03
TAN04
CAP05
CAP06
CAP07
CAP08
CAP09
CAP10
CAP11
STA12
STA13
STA14
STA15
STA16
STA17
EMP18
EMP19
EMP20
EMP21
SAT40
SAT41
SAT42
LOY43
LOY44
LOY45
Duy Nht
Ph lc
23
TAN <--STA <--EMP <--CAP <--SAT <--TAN02 <--TAN03 <--TAN04 <--CAP05 <--CAP06 <--CAP07 <--CAP08 <--CAP09 <--CAP10 <--CAP11 <--STA12 <--STA13 <--STA14 <--STA15 <--STA16 <--STA17 <--EMP18 <--EMP19 <--EMP20 <--EMP21 <--SAT40 <--SAT41 <--SAT42 <--LOY43 <--LOY44 <--LOY45 <---
Duy Nht
SERV QUAL
SERV QUAL
SERV QUAL
SERV QUAL
SERV QUAL
TAN
TAN
TAN
CAP
CAP
CAP
CAP
CAP
CAP
CAP
STA
STA
STA
STA
STA
STA
EMP
EMP
EMP
EMP
SAT
SAT
SAT
SAT
SAT
SAT
Estimate
.627
.840
.831
.870
.859
.732
.692
.777
.789
.768
.793
.728
.667
.559
.660
.742
.720
.806
.791
.703
.676
.827
.747
.658
.787
.844
.854
.845
.684
.764
.735
Ph lc
24
.48
.13
e39
e38
e37
e31
e30
e29
OPE39
OPE38
OPE37
OPE31
OPE30
OPE29
.60
.60
.62
.78
.66
.76
OPE
.52
e36
e35
e34
e33
e32
COM36
COM35
COM34
COM33
COM32
.60
.76
.85
COM
Duy Nht
.73
.76
Ph lc
25
.35
.28
e28
e27
e26
e25
e24
e23
e22
BUM28
BUM27
BUM26
BAG25
BAG24
BAG23
BAG22
.85
.76
.80
.60
.73
BAG
BUM
.54
Duy Nht
.91
.74
Ph lc
26
d1
e22
BAG22
e23
BAG23
e24
BAG24
e25
BAG25
.27
.75
.73
.45
BAG
.90
.52
.62
.60
d2
BUM26
.79
e27
BUM27
.82
.49
.27
BUM28
e32
COM32
e33
COM33
e34
COM34
e36
COM36
e29
OPE29
e30
OPE30
e31
OPE31
e37
OPE37
.83
e38
OPE38
e39
OPE39
.63
.68
.69
Duy Nht
d4
.69
.75
.30
SAT40
SAT41
SAT42
LOY43
LOY44
LOY45
.89
.68
.69
OPE
.65
.90
.82 .65
SAT
.83
COM
.34
.29
e45
.77
.81
-.25
e44
.59
.72
.76
COM35
e43
SERV QUAL
.75
e35
e42
.70
d3
.53
.23
e41
BUM
.85
e28
e40
.67
e26
.31
.72
.73
.70
Ph lc
27
Duy Nht
Ph lc
28
OPE
BAG
BUM
COM
SAT
BAG22
BAG23
BAG24
BAG25
BUM26
BUM27
BUM28
COM32
COM33
COM34
COM35
COM36
OPE37
OPE38
OPE39
OPE31
OPE30
OPE29
LOY43
LOY44
SAT42
SAT41
SAT40
LOY45
Duy Nht
<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<--<---
SERV QUAL
SERV QUAL
SERV QUAL
SERV QUAL
SERV QUAL
BAG
BAG
BAG
BAG
BUM
BUM
BUM
COM
COM
COM
COM
COM
OPE
OPE
OPE
OPE
OPE
OPE
SAT
SAT
SAT
SAT
SAT
SAT
Estimate
0.815
0.670
0.699
0.771
0.829
0.751
0.730
0.896
0.618
0.793
0.814
0.853
0.752
0.720
0.833
0.763
0.630
0.713
0.693
0.690
0.654
0.701
0.690
0.649
0.731
0.815
0.896
0.891
0.703
Ph lc
29
CMIN
Degrees of freedom df
p
Number of parameters
CMIN/df
Normed fit index (NFI)
Relative fit index (RFI)
Incremental fit index (IFI)
Tucker-Lewis index (TLI)
Comparative fit index (CFI)
Parsimony ratio (PRATIO)
Parsimony-adjust (NFI)
Parsimony-adjust CFI
Noncentrality parameter estimate (NCP)
NCP lower bound
NCP upper bound
FMIN
F0
F0 lower bound
F0 upper bound
RMSEA
RMSEA lower bound
RMSEA upper bound
PCLOSE
Akaike information criterion (AIC)
Browne-Cudeck criterion (BCC)
Bayes information criterion (BIC)
Consistent AIC (CAIC)
Expected cross validation index (ECVI)
ECVI lower bound
ECVI upper bound
MECVI
Hoelter.05 index
Hoelter.01 index
Duy Nht
M hnh l thuyt
(Thang o SERVPERF)
M hnh l thuyt
(Thang o Airline Indu)
563.676
436.149
383
235
0.000
0.000
94
89
1.992
0.925
1.856
0.937
0.923
0.926
0.961
0.97
0.955
0.961
0.964
0.97
0.871
0.805
0.851
0.798
0.837
280.676
0.826
201.149
216.939
352.196
146.297
263.822
1.345
1.041
0.67
0.48
0.518
0.349
0.8411
0.049
0.63
0.045
0.043
0.054
0.039
0.052
0.64
751.676
0.883
614.149
764.625
625.443
1.794
1.642
1.466
1.335
1.965
1.825
1.615
1.493
241
254
262
278