Sự thỏa mãn của khách hàng đối với trang web mua sắm theo nhóm qua mạng hotdeal vn

TIP
~IIIIIIII~
•
•
BIIII~
BING
Tlip
• •
ISSN: 0866-7675
TR00NG
DN HOC
DONG
THAP
Tap chi Khoa hoc 56 08 (04-2014)
Ml)C Ll,JC
***
Ha Nam Khanh Giao
Sl,I thoa man cua khach hang d6i voi trang web
Ho HOu Tan
mua sarn theo nh6m qua manq Hotdeal.vn
3
Nguyen DUdng Hoang
Day hoc dinh
Iy
hlnh hoc khong gian voi su ho tro cua
Tran Thanh Can
phan rnern Geospace
16
Nguyen Thi Hang Phuonq
Anh huang cua mot 56 loai bot den chat IUQngcua
surimi ca basa trong bao quan dong

24
Nguyen Trung Hieu
Ve dinh
If
diem bat dong chung cho anh xa trong
Hoang Hien Huang
khonq gian kieu-metric
33
Va Thi Phuonq
Dieu tra thanh phan loai thuc vat bac cao a Vuon qu6c
Nguyen Kim Sup
gia Tram Chim, huyen Tam Nong, tlnh Dong Thap
43
Pharn Thi Thanh Mai
Nguyen Thi Be Nhanh
Le Nqoc Tiet
Tran Duc Tuong
CMu Hoang Tronq
Hlnh anh thien nhien va con nguoi vunq Dong Thap
Muoi trong sang tac hoi hoa Vi~t Nam hien d~i
52
l.uu Hoang Mai
Day doc va viet tieng Anh qua truyen ngan
65
l.uu Thi Blch Nqoc
.
Nguyen Hoang Lam Em
Lua chon va ung dunq mot 56 bai tap phat trien the
Il,ICchuyen man cho sinh vien doi tuyerj b6ng da nO
Truong Dal hoc Dong Thap sau 6 thanq tap luyen

77
Phan Hoang Linh
Danh gia canh quan sinh thai phuc vu phat trien
Phan Van Tuan
nong nghi~p bang rno hlnh ALES-GIS nuyen Cam LO,
tinh Quang Tri (ti
I~
1:50.000)
85
1
;')
,1':.,
,'"
J~~~
c1,.'
p
TRUONG DAr HOC DONG TRAP
Tap chf Khoa hoc so 08 (04-2014)
1
Nguyen Thl Hai Ly
Phan Mong Thu
Xu Iy bun thai cua h$ thong xu Iy nuoc thai thuy san
bang bien phap
u
phan compost trong dieu kien ky khf
94
LUdng Mong Thuy
Day va hoc tieng Phap
a
Truong Dai hoc Dong Thap:

thuc tranq va giai phap
104
Phan Nqoc Hal
Thuc tr<;mgva nhu cau su dunq biogas tU chan nuoi
heo cua nong dan huyen Cao Lanh, tinh Dong Thap
Hieu qua tU loai hlnh truong pho thong dan toe ban tru
tren dla ban huy$n KonPlong, tinh Kon Turn
109
Nguyen Thi Dung
I
}
116
2
116
104
109
94
TRUONG DN HOC DONG THAP
Tap chi Khoa hoc
so
08 (04-2014)
str
THOA MAN CUA KHACH HANG DOl vor
TRANG WEB MUA SAM THEO NHOM QUA ~NG HOTDEAL.VN
• PGS, TS. Ha Nam Khanh Giao (0), ThS.
He HQu
Tan (•.)
Tom Hit
Nghien cuu nhdm muc tieu nhdn bitt muc dQ thoa man cua khdch hang va cdc ytu to'
dnh.

hlidng dtn muc dQ thoa man cua khach hang do'i WJitrang web mua slim theo nhom qua mang
Hotdeal. vn. Thang do EtailQ duac sa dung.
Ktt qua ph/in tich. dii lieu cho thdy muc dQ tho a man cua khiich hang ddi vai trang
Hotdeal.vn
(j
muc trung binh. Kiim dinh. dQ tin cq.y Cronbach's Alpha, phdn tich nhdn td va
phdn tich h8i quy da bien cho ktt qua co 4 thanli phdn chinh tac dong dtn su thoa man cua
khacn hang sa dung trang Hotdeal.vn theo thu tu La"DQtin cdy", "Dich vl;tkhach hang", "Thitt
kt trang web", "DQ an toan". Tit nhiing ktt qua thu duac, nghien cuu dii co nhilng kien nghi
nhdm cai thien va ndng cao chdt luang dicit vl;ttrang Hotdeal. vn nhdm gia tang su thoa man
cua khacb hang.
Tit khoa: su thoa man, chat luang dicb vl;t,mua slim theo nhom qua mang.
1. T6ng quan
Mo hinh dich vu mua sarn theo nh6m qua mang, can dircc goi la Groupon, la mang mua
s~m, b~t nguon tai
My,
von diroc ghep tit "Group" (nh6m khach hang) va "Coupon" (phieu
mua hang) phuc vu viec mua hang gia re tren mang. d nude ta, mo hlnh mua s~m theo nh6m
qua mang dang phat tri~n vdi t6c dQ kha nhanh, du mdi chi xufft hien tit d~u nam 2010. Mo
hlnh nay mang lai nhieu loi Ich cho ngiroi tieu dung Iftn nha cung cffp san pham, ngtrci tieu
dung c6 th~ mua dircc nhtrng san ph~m voi gia rfftre thong qua nhtrng phieu coupon giarn gia
theo nh6m, can nha cung cap san pham till dUQcloi ich v~ quang cao tlnrong hieu cua mlnh
vdi chi phi thap. Hien nay, da c6 d€n vai chuc website hoat dQng theo mo hinh nay nhir:
phagia.com cua phunu.net, muachung. vn cua VCCorp, eucre. vn cua vatgia.com, nhommua.com
ciia diadiem.com, cungmua.com cii a tichluydiem.com, deal.zing.vn cii a VinaGame,
kenhgia.com, doimua.com, runhau.vn
Hotdeal.vn dircc lap VaGnam 2010, la mot dich vu v~ mua sam thee nh6m qua mang cua
Vinabook.com (thuoc cong ty MeKongCom), mang d€n cho khach hang co hQi mua cac san
ph~m - dich vu voi gia giam hffp dftn
ill'

50 - 90%. Hotdeal.vn can giup cac di~m kinh doanh
ban hang va quang ba thucng hieu. Hien nay, m6i ngay c6 hon 1000 hrot truy c~p VaGtrang
web Hotdeal.vn va irdc hrong se tang nhieu hen nfia trong urong lai. Ngoai ra, Hotdeal.vn can
dUQcthira huang kinh nghiern quang cao tnrc tuyen va ban hang true tuyen cua Vinabook.com,
mang lai dich vu t6t nhfit cho khach hang va doanh nghiep,
Trong hoat dQng kinh doanh cua Hotdeal.vn, khach hang chiem mot vai tro rfft quan trong.
Song, hien tai dich vu nay dang c6 su canh tranh gay g~t
ill'
nhirng d6i thu khac, nhfrng trang
(*) Khoa Dao tao Sau dai hoc, Truong Dai hoc Tai
chinh -
Marketing.
(**) C6ng ty TNHH MTV Phat tri~n C6ng vien
phh
mern Quang Trung
TRUONG DN HOC DONG TRAP
Tap chi Khoa hoc s6 08 (04-2014)
web thu hut khach ra't manh nho VaGnhimg uu di~m rieng va khach hang c6 th~ d6 dang mua
hang
Ci
trang nay hay
Ci
trang kia. Do d6, d6i vdi Hotdeal.vn cling nhu d6i vdi cac trang web
khac, nhiern vu quan trong d~ c6 th~ lam tang doanh so",giit chan diroc khach hang la thoa
man diroc nhu c~u cua khach hang. Khi nhu c~u cua khach hang da diroc thoa man, ho se trCi
thanh khach hang thirong xuyen, mang lai nguon gia tri IOn cho cong ty.
2.
Co
sd
Iy

thuye]
2.1. Chilt hrong dich vu va st! thoa man
Cha't hrong dich vu chinh la ye'u to"quyet dinh thanh cong, giup cho khach hang thoa man;
cha't hrong cang cao thi dQ thoa man cang cao, giiip khach hang c6 xu huang quay trd lai sa
dung dich vu, C6 rrt nhieu dinh nghia cua cac tac gia khac nhau v€ dich vu: Zeitham1 and
Bitner (2000) [14], Kotler (2001) [5], Parasuraman et al. (1988) [9] Theo Lehtinen and
Lehtinen (1982) [7], chat IUQngdich vu phai diroc danh gia tren hai khia canh chu yeu la qua
trinh cung ca'p dich vu va ke't qua ciia dich vu, trong khi Gronroos (1984) [3] dira ra hai linh
vue d~ danh gia chat hrong dich vu la chat IUQngky thuat va chat IUQngchtrc nang
Theo Kotler (2001)
[5],
su thoa man cua khach hang bilt nguon nr viec so sanh
ket
qua
thuc te'thu dUQctit viec tieu dung san pham/dich vu vdi nhirng
leY
vong ma khach hang d~t
ra. Sir thoa man cua khach hang c6 nhtrng anh huong tdi long trung thanh voi thirong hieu, Su
thoa man khach hang la mot khai niem t6ng quat chi sir hai long cua khach hang khi sa dung
san pharn hay dich vu trong khi chat hrong dich vu t~p trung VaGnhtrng thanh phan cu th~ cua
dich vu [13].
Nhirng nhan to"
tinh huong
Chat hrong
dich vu
Chat hrong
?
h"
san p am
Str thoa man cua

khach hang
Gia
Hinh 1.
Mo'i
quan h~ giii'a chilt Iu'(jngdich vu va st! thoa man ciia khach hang
(Nguon: Zeithaml and Bitner (2000)
[14],
Services Marketing, McGraw-Hill.)
Ben canh d6, Zeithaml and Bitner (2000) [14] cling cho rang gia ea cua dich vu chinh la
mot trong nhtrng phirong tlnrc d~ thong tin quang cao ra ben ngoai va thu hut su quan tarn cua
khach hang v€ dich vu d6. Nhin chung, gia ea c6 mdi quan h~ voi chat hrong dich vu va duoc
danh gia qua su earn nhan cua khach hang la c6 phu hop hay khong, c6 mang Iai gia tri t6t
nha't cho khach hang hay khong.
4
TRl10NG DAI HOC DONG TRAP
Tap chi Khoa hoc s6 08 (04-2014)
2.2. Cha't Itt(,1ngdich vu true
tuyen
Hien nay, dich vu tnrc tuyen dang phat trign rfit manh, md ra mot kenh ban hang tlnrong
mai moi rnang lai nhieu lei Ich cho
ca
ngiroi ban va ngiroi tieu dung. Dich
VI,l
tnrc tuyen chi
co su'tiep xuc gitra khach hang va trang web ciia nha cung cap qua Internet, khac biet rfit IOn
vdi dich vu truyen thong - qua trtnh di€n ra co su tiep xuc true tiep cua ngiroi cung cfip dich
vu va khach hang.
Theo Santos (2003) [11], chfit hrcng dich vu tnrc tuyen diroc xac dinh thong qua sir nhan
xet, danh gia t6ng thg cua khach hang v€ qua trtnh cung cfip dich vu trong mot thi tnrcng ao,
va ong tin tu'dng ding chfit hrong dich vu true tuyen con co thg t6i da hoa thuan lei trong viec

canh tranh dlInh vue thirong mai dien tll'.
Nhieu nha nghien ciru dll dira ra nhirng mo hinh khac nhau dg co thg danh gia, do hrong
chinh xac chat hrong dich vu tnrc tuyen (bang 1).
Bang
1.
MQt s6 mn hlnh thang do cha't Itt(,1ngdich
V\1
true tuyen
Nha nghien cuu Thang do
Cach sli' dung, nQi dung,
ctu
tnic, dirong link, cong cu
tun kiern, giao dien trang web
D€ sli' dung, dQ an toan, t6c dQ xli' ly, thie't ke' trang web
Chtt hrong thong tin, chfit hrong cua su earn thong va tin
nrdng, d€ sli' dung
D€ sli' dung, giao dien, su ke't n6i, ctu tnic, nQi dung,
hieu qua, tin cay, su truyen dat, an toan, chiet khau, h6
tro khach hang
Thie't ke' trang web, tin cay, phan h6i, tin nrdng, each b6
cue theo nhu cffu khach han
Abels,White and Hahn
(1999) [1]
Yoo and Donthu (2001) [13]
Barnes and Vidgen (2003) [2]
Santos (2003) [11]
Lee and Lin (2005) [6]
Co hai mo hmh du'<;1Cdanh gia bao quat he't cac thang do d tren, Mo hlnh thii nhfit du'<;1C
phat trign VaGnam 2003 bdi Wolfinbarger and Gilly [12] - mo hinh EtailQ, g6rn 4 thanh phan
chinh dg do hrong chfit hrong dich vu dien tli'. Mo hinh thii' hai la E-SERVQUAL (2005) cua

Parasurarnan et al. [10] cling dira tren thang do SERVQUAL dg phat trien, bao g6rn 11 bien,
Hai thang do nay co su nrong d6ng vdi nhau (bang 2).
Bang 2. So sanh giUa hai thang do EtailQ va E·SERVQUAL
EtailQ
E·SERVQUAL
Truy cap
Dinh hirdng
sa
dung d€ dang
Giao dien cua trang web
DC)
ca
nhan hoa
DC)
hieu qua
Thie't ke' trang web
5
TRV<JNG
DN
HOC DONG TRAP
Tap chi Khoa hoc s6 08 (04-2014)
T
D<)
tin cay
D<)
tin cay
Sir tin nrong
D<)
an toan
D<)

an toan
Dich vu khach hang
Dap uug
Su linh dong
n
s
(
2.3. M6 hinh
nghien cuu
d~ xua't
Tir viec so sanh hai mo hlnh bao quat nhat, nghien
CUu
sa dung mo hlnh EtailQ va co mo
hlnh nghien ciiu d6 xuftt (hinh 2).
D<)
tin c~y
Thie't ke'
trang web
D<)
an toan
Su
thoa man
/
earn nhan
v6 gia ca
Dich vu
khach hang
Hinh 2. M6
hlnh nghien cuu
d~ xua't

3. Ke't qua
nghien cuu
3.1. Nghien cuu dinh tfnh
Nghien
CUu
dinh tinh qua phucng phap thao luan tnrc
tiep
vdi 2 nhan vieri dang quan
19
trang web Hotdeal.vn va thao luan qua e-mail vdi 10 khach hang thirong xuyen sa dung dich
vu cua trang. N9i dung thao luan chu yeu xoay quanh bang cau hoi phong vftn nham xac dinh
f5 cac yeu to' nao th~t su phu hQP, co tac dong nhieu nhftt de'n khach hang, tu do hieu chinh
b6 sung cac
9
tu'dng d~ hoan chlnh bang cau hoi.
3.2. M6
ta
mau
Nghien
CUu
dinh luong diroc tien hanh thong qua phong
van
khach hang bang bang cau
hoi da diroc hieu chinh. Du lieu dUQcthu thap bang each gai bang cau hoi tnrc tiep de'n email
cua tung nguci, irng dung Google Docs d~ tao fa mot bang cau hoi tnrc tuyen vdi noi dung tir
bang cau hoi da xay dung va hieu chlnh.
Ke't qua khao sat nhu sau: T6ng s6mftu gai ill la 1.000 e-mail, sO'e-mail bi 16ila 267 e-mail,
sO'thu v6 dircc la 258 bang cau hoi, sau khi lam sach du lieu, sO'co th~ sa dung la 201 bang.
Tham gia khao sat co de'n 89,6% tu6i 18-30, chi 10,4% tu6i 30-45, 73,1% la nft, chi 26,9% la
6

TRUONG DAJ HOC DONG THAP
Tap chi Khoa hoc s6 08 (04-2014)
nam. V~ trlnh dQhoc van, chu ye'u la dai hoc (68,7%), cao d~ng va trung ca:p (20,9%), con lai
sau dai hoc (9%)
va
ph6 thong (1,5%). V6 nghe nghiep, da so la nhan vien (58,2%), quan ly
chiern 11,9%, sinh vien chiem 19,4%, con lai la nghe khac (10,4%). V6 thu nhap trung blnh
m5i thang, 40,3% khoang 3-6 trieu d6ng, 23,9% khoang 6-9 trieu d6ng, tren 9 trieu d6ng chiern
20,9%, v§.n co 14,9% thu nhap dudi 3 trieu d6ng.
3.3. Danh gia dQ tin c~y ciia thang do
Bang 3. Tom Hit ke't qua ki@m dinh Cronbach's Alpha
STT
Thanh phftn
S6bie'n
Cronbach's Alpha
H~
s6ttidng quan
bie'n-tfing thd'p nhd't
1
Thie't ke' trang web
8 0,904
0,615
2
E>Qtin cay
6 0,883 0,566
3
E>Qan toan 3
0,731 0,393
4
Gici ca

2 0,813
0,685
5
Dich vu khach hang
7 0,907
0,448
6
E>Qthoa man
3 0,859 0,655
Bang 3 cho tha:y ta:t ca cac thang do tren d6u co h~ s6 Cronbach's Alpha Ion hon 0,6.
E>6ngthoi, cac h~ s6 nrong quan bien - t6ng cua ta:tca cac bien do hrong cua 6 thang do d6u
Ion hon 0,3 nen ta:t ca cac bien nay d6u dang tin c~y (Nunnally and Bernstein, 1994) [8].
Ke't qua phan tich nhan t6 EFA,
sit
dung phuong phap phan tich nhan t6 Principle Com-
ponents va phep quay goc Varimax dlt<;1Ctrtnh bay
(j
bang 4 va bang 5.
Bang 4. Ke't qua KMO va ki@m dinh Bartlett
H~s6KMO
0,863
Ki@mdjnh
H~ s6 Chi blnh plnrong
5441,548
Bac t\1'do
325
Barlett
H~ s6 Sig 0,000
Bang 5. Ke't qua h~ so' tai nhan to'
Nh~n to'

Bie'n quan sat
4
1
2 3
DVKH21
DTCIO
DVKH24
DVKH22
DVKH23
DVKH19
DVKH20
0,924
0,909
0,852
0,848
0,815
0,789
0,724
7
TRUONG DAr HOC DONG TRAP
T<;Ip
chi Khoa hoc
so
08 (04-2014)
DVKH18
0,680
TK05
0,882
TK04
0,802

TK07
0,739
TK06
0,718
TKO1
0,717
TK08
0,690
TK03
0,632
TK02
0,624
DTC13
0,799
DTCII
0,748
GIA25
0,712
DTC14
0,706
DTC12
0,700
DTC09
0,571
GIA26
0,561
DAT15
0,874
DAT17
0,817

DAT16
0,815
Chi sd
Eiaen
11,886 3,237 1,952 1,700
Phuong sai trfch 45,716 12.451 7,506
6,540
Ghi tri liiy tie'n cua
45,716
58,166 65,673
-72,213
phu'dng sai trich
Cronbach's Alpha 0,953 0,904
0,911
0,898
H~ s6 KMO la 0,863 voi mire
y
nghia
°
trong kiem dinh Barlett.
Nhir
vay, cac bien c6
nrong quan vdi nhau va thoa man dieu kien trong phan tich nhan t6. C6 4 nhan t6 dU<;1Ctrich
va tfft ca cac bien d~u c6 h~ s6 t.h nhan t6> 0,5, di~u nay chirng to cac
bien
va nhan t6 c6
quan h~ chat che vdi nhau, dam bao mire
y
nghia thiet thuc cua EF A. T6ng phirong sai trich
la 72,213% > 50%. Chi s6 Eigen cua 4 nhan t6 d~u > 1 nen 4 nhan t6 (26 bien quan sat) d~u

dU<;1Cgiii'lai trong mo hinh phan tich. Do tin cay Cronbach's Alpha cua cac bien quan sat trong
4 nhan t6 vira trich d~u > 0,6, thoa man di~u kien v~ dO tin cay [4].
D6i vdi thang do "DO thoa man" v~ chat hrcng dich vu, sau khi phan tich EFA trich dU<;1C
1 nhan t6 tai chi s6 Eigen la 2,345 > 1. Ki<imdinh KMO va Barlett c6 gia tri bang 0,68 va rmrc
y
nghia c6 gia tri Sig
=
°
< 0,05. Cac bien c6 h~ s6 tai kin hen 0,5 nen d~u quan trong trong
thanh phan "Do thoa man" cua khach hang d6i vdi chat hrong dich vu; phirong sai trich c6
gia tri la 78,168% > 50% (Hair et al., 1998) [4].
B6n nhan t6 mdi dU<;1Cd~t ten l~n hrot la "X,= Dich vu khach hang", "X2= Thie't ke'
trang web", "X3= DQ tin cay" va "X4= DQ an toan", hinh thanh rno hinh nghien ciru hieu
chinh (hlnh 3). .
8
TR00NG DAI
HOC
DONG TRAP
Tap chi Khoa hoc
so
08 (04-2014)
D9 tin cay
Thie't ke'
trang web
Dich vu
khach hang
D9 an toan
Hinh 3. Mo hlnh nghien ctru hieu chinh
3.4. Ki~m dinh mo hinh
Phan tich

nrong
quan
diroc
Sll' dung o€ xem xet moi
nrong
quan gitra cac bien 09C l~p
ciing nhu m6i nrong quan giira bien thoa man va bien 0ge l~p, diroc trmh bay trong bang 6.
Bang 6. Ke't qua phan tfch h~ s6 tmrng quan Pearson
Bie'n s6
Xl
X
2
X3
X
4
Y
Xl
1 0 0
0
0,346**
X
2
0 1 0
0
0,156*
X3
0 0
1
0
0594**

,
X
4
0
0
0
1
0,145*
Y
0346**
0,156*
0594**
0,145*
1
,
,
Sig cua m6i bien o€u dat mot rmrc
Y
nghla < 0,05. Nhu vay,
(j
09 tin cay 95%, mae Wong
quan tuyen tinh thuan cua bien "D9 thoa man" vdi cac bien d9C l~p o€u e6
y
nghia.
Phan tich h6i quy
Phuong phap thuc hien h6i quy Ia dira cac bien VaGcung hie (Enter). Ke't qua phan tich
h6i quy da bien dUQctrmh bay tai bang 7 va bang 8.
Bang 7. Ke't qua phan tfch h6i quy
H~ s6khong
H~s6

95% khoang Thong ke da
chu~n
chuan hoa
tin c~y cho B
cQng tuyen
hoa
H~
H~s6
M~u
.
t
'"
so
Sig
Gidi Gidi
. Phuong
phong
B
Sai s6
Beta
han
h~n d~i
duOi
tren
sai
phtidng
sai
(H~ng
3,374E-17 0,049
0 1

-0,098
0,098
sO')
9
&
TRUONG DN HOC DONG TRAP Tap chi Khoa hoc
so
08 (04-2014)
TB
Xl
0,346
0,050 0,346 6,979
°
0,248
0,444
1 1
X
2
0,156 0,050
0,156 3,139
0,002
0,058 0,253
1 1
X3
0,594
0,050 0,594 11,983
°
0,496
0,692 1
1

x,
0,145
0,050 0,145 2,926 0,004
0,047 0,243 1
1
2.'
de
HI
cc
se
Bang 8. Tom Hit mo hinh h6i quy
Cac chi s6chinh Gia
tr]
R2
0,518
R
2
hieu chinh 0,508
H~ s6F
52,678
H~ s6 Durbin-Watson
1,819
Phuong trmh h6i quy tuyen tinh (chuan hoa) duoc xay dung nhu sau:
DTM
=
3,374E"l7+ 0,346*
x,
+ 0.156*
X
2

+ 0,594*
X3
+ 0,145*
X
4
Xl' X
2
,
X3
va
X
4
d6u co mire
y
nghia
C1
mire Sig <0,05. Nhir v~y, ta't ca 4 bien dQc l~p trong
IDOhlnh d6u co quan h~ nhan qua va quan h~ thuan voi bien phu thuoc DTM, trong do, bien
"£)Qtin cay" co tac dong cao nhft (~ = 0,594), ke'de'n lffn hrot la "Dich vu khach hang" (~ =
0,346), "Thie't ke trang web" (~= 0,156), "£)Q an toan" (~= 0,145).
R2hieu chlnh la 0,508, nghia la mo hinh tuyen tinh da xay dung giai thich diroc 50,8% su
bien thien ciia bien phu thuoc "dQ thoa man khach hang". Thong ke F dat gia tri 52;678 dUQc
tinh tir gia tri R2 cua mo hlnh voi rmrc
y
nghia Sig =
°
cho thay mo hinh h6i quy tuyen tinh da
bien phu hop vdi dii' lieu da khao sat va co th~ si'rdung dUQc.
Bi~u d6 phan tan giira hai bien gia tri du doan chuan hoa (Standardized Predicted Value)
va phan dir chuan hoa (Standardized Residual) cho tha'y phan du phan tan ngjiu nhien. VI v~y,

gia dinh lien h~ tuyen tinh khong bi vi pham. £>QIOn cua phan du chuan hoa tren bi~u d6
phan tan khong tang hoac giam cung vdi gia tri dir dean chudn hoa. VI vay, gia dinh phirong
sai cua sai s6 khong d6i, khong bi vi pham.
Bi~u d6 tffn s6 cho tha'y co IDQtdUC1ngcong phan ph6i chuan dUQcd~t chong len bi~u d6
tffn s6; do do co th~ noi phan phdi phan du xa'p xi chuffn (trung blnh Mean= 2,08E-17gffn tien
v6 0, dQ lech chudn Std.Dev = 0,98995 gffn bang 1). VI the', ke't luan rang gia thiet phan ph6i
chuan khong
'hi
vi pham. Bi~u d6 Q-Q Plot cling cho tha'y cac di~m quan sat khong phan tan
qua xa dUC1ngth&ng ky vong nen co th~ ke't luan gia thie't phan phdi chufn khong bi vi pham.
H~ s6 phong dai tolerance va phirong sai VIF d6u bang 1 (nho hen 10) cho tha'y hien
nrong da cong tuyen khong xay ra clurng to rang cac bien dQc lap khong co quan h~ chat che
vdi nhau. H~ s6 Durbin - Watson = 1,819, nam trong mien chap nhan gia thie't khong co nrong
quan chuoi bac nha't (du = 1,810 < 1,819 < 2,19 = 4 - du). Do do, cac phan dir khong tao thanh
IDQtmo hlnh khac anh htrdng de'n bien phu thuoc ngoai mo hlnh chinh,
v
ti
h
c
n
c
10
TRUONG DN HOC DONG TRAP
Tap chi Khoa hoc
so
08 (04-2014)
4. MQt s6 gc;ii
y
quan tri
4.1. Gc;ii

Y
v~
DQ tin c~y
Day la bien co sir tac dQng cao nhat de'n sir thoa man cua khach hang. Mire trung blnh
tit
2,90 de'n 3,37 (hmh 4) cho tha-ykhach hang chira hai long Him vdi dQtin c~y cua trang. Trang
do, duoc danh gia tha-pnhat la bien "Cac thong tin v€ san phfrn dich vu tren m6i coupon diroc
Hotdeal.vn cung ca-pra-tchinh xac" vci mean 2,90 va bien "San pham dich vu tren m6i phieu
coupon dU<;1ccung ca-pdung cha-throng nhu da gioi thieu tren web" vci mean 2,94. Do do, ta
se iru tien cai thien hai bien nay.
3.50
T • • .•.• • • _._
3.40
J'-i
3.30
+-1 ==
3.
20
t··
3.10
3.00
2.90
2.60
DTC09 DTCll DTC12 DTC13 DTC14 GIA25 GlA26
Hinh
4. Muc trung blnh ciia cac bien quan sat trong thang do "DQ tin c~y"
MQt
so'
gidi
phdp di xudt:

- Tie'p tuc tang cuong ki~m soat thong tin, cha-tlirong cac ye'u to' san pharn, dichvu d~u
vao dam bao rang thong tin, cha-throng san pham, dich vu dU<;1Ccung ca-pse gicng nhu thong
tin da gioi thieu.
- Tie'p tuc va thirong xuyen ra soat danh sach cac san pham, dich vu bi khach hang phan
h6i chira dung nhu gidi thieu, d~ yeu du nha cung irng phai thuc hien dung cam ke't, cung
ca-pdung thong tin, cha-t hrong sari pham.
- Thuong xuyen nhac nhd nhan vien van hoa giao tiep, lam viec dung trach nhiern.
- Dtra
ra quy che' cam ke't khach hang se dircc cung ca-pphieu coupon dung nhu da d~t
mua tren trang web.
- Khi so hrong mua mot phieu coupon co th~ se khong du theo yeu cau khi de'n han thl
phai lam mot thong bao canh bao cho khach hang.
- Dira ra quy che' cam ke't mire giam gia cua san pham dich vu tren m6i phieu coupon
dung nhu da dU<;1Cgioi thieu tren web.
4_2.
Gc;ii
Y
v~
Dich vu
khach
hang
Vci rmrc dQ trung binh dao dong tir 2.97 de'n 3.21 (hinh 5), nhin chung, khach hang clnra
hai long lam voi dich vu khach hang cua trang. Trong do, thap nhat la bien "Cac thac mac
khie'u nai, phan h6i ciia khach hang luon dU<;1Cgiai quyet nhanh chong" vdi mean 2.97.
11
TRVONG DN HOC DONG TRAP
-
Tap chf Khoa hoc
so
08 (04-2014)

T
Hmh 5.
Mric
trung binh
ciia
cac bien quan sat trong thang do "Dich vu khach hang"
MQt
s6
gidi phap
di
xudt:
- Hotdeal.vn dn cai tien quy trinh phan h6i thong tin va xU'ly khieu nai, sac cho thdi
gian phan h6i de'n khach hang la nhanh nhft.
- Thirong xuyen thee doi, giarn sat cac cuoc goi de'n cua khach hang dS phan h6i thac
m~c, khieu nai cling nhir cac each td Ici, giai dap ciia nhan vien.
- C~n co nhan vien tnrc 24/7 dS dap irng ba:t
ky
cuoc goi nao tir khach hang, nen trang
hi
them dtrong day nong bang s6 di dong va hiSn thi tai
vi
tri b~t m~t tren trang web dS phuc vu
khach hang t6t hon.
- Thuong xuyen c~p nhat b6 sung rnuc "Cac cau hoi thtrong g~p" tren trang web dS khach
hang co thS tham khao,
- Thucng xuyen t6 chirc dao tao nhan vien v~ dich vu khach hang, ky nang dam phan, ky
nang giao tie'p tnrc tiep, giao tiep qua dien thoai.
- Thucng xuyen cap nhat kien thtic nghiep vu lien quan de'n viec d~t mua phieu coupon,
cac kien thirc v~ san pham, hang hoa dich vu cho nhan vien.
4.3. Gqi

y
v@Thie't ke trang web
3.25 ~
3.20
-i
3.15
-i
-
1
cl
ai
rr:
d
d.
Cl
c:
d
c
v
3,10 ,
3,05
f ~
r r -
1
,
Hinh 6.
Muc
trung binh cua cac bie'nquan sat trong thang do "Thie't ke trang web"
VO'irmrc dQ trung binh chi nr 3.22 de'n 3.58 (hinh 6), nhln chung khach hang danh gia
trang web d rmrc trung binh kha, cho tha:y viec thiet ke' trang web cling da tao du'<;ICmQt su

12
2,90 ;
c
tl
3_00
i
r I I - I
2,95
i-
I
r -
I
r r ~
I
2 ,85 ~- ' ,-
' r- ' r-
OTe10 DVKH18 DVKH19 DVKH20 DVKH21 DVKH22 DVKH23 DVKH24
3_70
-r-'-
I
3_60
+-;
=:
3.50
+-'
3_40
3-30
3-20
3_10
3_00

TKOl TK02 TK03 TK04 TKOS TK06 TK07 TK08
TRUONG DN HOC DONG TRAP
Tap chi Khoa hoc s6 08 (04-20 4)
anh lnrcng kha de'n su quan tam cua khach hang. Trong d6, diroc danh gia cao nhfft la bien
"Cac budc d~ thirc hien mot thao tac mua phieu coupon duoc chi d§.n ra rang, d~ hieu" voi
mean 3.58 va bien nhan du'<;1Csir quan tam it nhat la "Trang web c6 su' chon loc san pham,
dich vu da dang va phong phu " vdi mean 3.22, nrc khach hang thay mire dQ phong phu da
dang cac san phffm hang h6a, dich vu cua trang chi d
rmrc
vira phai.
M9t
so
giai
phdp di xudt:
- Hotdeal.vn cftn luon tim kiern, c?p nhat lam da dang cac sari pham, dich vu cua minh.
- Nhi~u khach hang danh gia mau xanh la cay chii dao cua trang la hoi khong b1itmat,
chtra tao diroc su ira nhin cho khach hang. Do d6, Hotdeal. vn cftn thffm dinh lai tinh thffm my
cua trang web.
- Tie'p tuc don gian h6a cac thao tac cho khach hang khi thuc hien giao dich.
- Trang web nen c6 them cong cu tim kiern giiip cho khach hang c6 th~ d~ dang tim kiem
cac mat hang, dich vu ma mlnh
muon.
- Tie'p tuc nang cffp h~ thong may chu, cap quang va thirong xuyen kiem tra, bao tri d~
dam bao dirong truyen t6t, t6c dQ
xii'
ly truy c?p nhanh.
- Luon dam bao cung cffp thong tin chinh xac, dfty du, kip thoi va thtrong xuyen.
- Tie'p tuc tao mot danh muc san pharn diroc phan loai ra rang.
4.4. G~i
Y

v~ DQan toan
3.20
I
3.18
+
3.16
+ ,
3.14
I
3.12
+
3.10
I
3.08
+
3.06
I
3.04
I
3.02
3.00 ,
DATlS DATl6 DATl7
Hinh 7. Mue trung blnh ciia cac bien quan sat trong thang do "DQ an toan "
Vdi
rmrc
dQ trung binh dao dong nr 3.06 de'n 3.18 (hinh 7), nhin chung, khach hang
clnra hai long lam vdi dQ an toan cua trang. Trong d6, diroc danh gia thap nhfft
13.
bien
"Toi earn thfiy an toan khi thuc hien giao dich mua sam phieu coupon tai web Hotdeal.vn"

vdi mean 3.06.'
M9t so' gidi phap di xudt:
- Nen dira chinh sach quy dinh quan ly va bao mat thong tin cua khach hang len phia dftu
?
hf
cua trang c u.
- Tie'p tuc tang cirong lien ke't vdi nhirng cong ty chuyen v~ bao mat d~ xay dung mot h~
thong bao mat cao. . .
13
TRIJONG DAI HOC DONG TRAP
T<;Ip
chi Khoa hoc s6 08 (04-2014)
TRl
- Dao tao cho nhan vien giao phieu viec bao mat thong tin cho khach hang.
5. Ke't
luan
Thea ke't qua mo hlnh nghien ciiu di~u chlnh, co 4 nhan to' tac dQng de'n
sir
thoa man cua
khach hang sli'dung dich
VlJ.
mua sam theo nhom qua mang cua Hotdeal.vn, sap theo thu tv
tac dQng tu manh de'n yeu la "DQ tin cay", "Dich
VlJ.
khach hang", "Thie't ke' trang web ", "DQ
an toan",
sea
Ma
and
Ke't qua nghien ciiu v~ mat thuc ti~n co th~ giup cho ban di~u hanh Hotdeal.vn co cai

nhln
ClJ.
th~ v~ nhfrng mat lien quan de'n cac ye'u to' tac dong de'n sir thoa man cua khach hang
khi sli'dung dich
VlJ.
mua sam theo nhorn qua mang. Tu' do, giup cho Ban di~u hanh Hotdeal.vn
co th~ tim kiem cac giai phap d~ nang cao su tho a man cua khach hang d6i voi
chat
hrong
dich
VlJ.
true tuyen cua trang; giup khach hang tin dung dich
VlJ.
cua trang, giir chan khach hang,
thu hut them nhieu khach hang moi va nang cao nang hrc canh tranh cua trang.
Ben canh nhimg ke't qua dat duoc, qua phan tich, nghien ciru con mot so' han che' nhu:
phirong phap chon m~u thuan
tien,
so' mau chua thuc su Idn. VI vay tinh
dai dien
se khong
cao va clnra mang he't tinh t6ng quat. Nghien ciiu nay
chira
co sir so sanh chfit IUQngdich
VlJ.
true tuyen cua Hotdeal.vn vdi nhtrng trang web cung dich
VlJ.
khac nen se co han che trong
viec
dira

ra cac giai phap thirc te' khi so sanh vdi cac giai phap dich
VlJ.
cua d6i thu canh tranh
duoc
d~u
nr
t6t
hon.z.
ity
0),
sati
tool
Hot
fact
of tl
Tai li~u
tham
khao
[1]. Abels E. G., White M. D. and Hahn K. (999), "Auser-based design process for Web
sites", OCLC Systems
&
Services, 15
0),
pp. 35-44.
[2]. Barnes S. and Vidgen R. (2003). "Measuring Web site quality improvements: a case
study of the forum on strategic management knowledge exchange", Industrial management
&
data systems, 103 (5), pp. 297-309.
[3]. Gronroos C. (984), Strategic management and marketing in the service sector (re-
port no. 83-104), marketing science institute, Cambridge, MA.

[4]. Hair, Jr. J. F, R. E. Anderson, R. L. Tatham and W. C. Black (1998), Multivariable
data analysis,
5
th
edition, Upper Saddle River, NJ: Prentice-Hall
[5]. Kotler P. (2001), Marketing management, ban dich cua Vii Trong Phung, NXB Th6ng ke.
[6]. Lee G .G. and Lin H. F. (2005), "Customer perceptions of e-service quality in online
shopping", Internationaljournal of retail
&
distribution management, 33 (2), pp. 161-176.
[7]. Lehtinen J. R. and Lehtinen U. (982), "Service quality: a study of quality dimen-
sions ", unpublished working paper, service management institute, helsinki.
[8]. Nunnally J. and 1.H. Bernstein (1994), Pshychometric theory, New York: Mc Graw-Hill.
[9]. Parasuraman A., Zeithaml V. A. and Berry L. L. (988), "SERVQUAL: a multiple-
item scale for measuring consumer perception of service quality", Journal of retailing,
640),
pp. 12-40.
"Cl
Imp
sati:
TRUONG DN HOC DONG TRAP
T<;Ip
chi Khoa hoc
s6
08 (04-20 4)
[10]. Parasuraman A, V. A Zeithaml and Malhotra (2005), "E-S-Qual: a multiple item
scale for measuring Electronic service quality", Journal of service research, 7 (10), pp. 1-21.
[11]. Santos J. (2003), "E-service quality: a model of virtual service quality dimensions ",
Management Service Quality, 13 (3), pp. 233-246.
[12]. Wolfinbarger M. and Mary C. Gilly (2003), "eTaiIQ: dimensionalizing, measuring

and predicting retail quality", Journal of Retailing, (79), pp. 183-198.
[13]. Yoo B. and Donthu N. (2001), "Developing a scale to measure the perceived qual-
ity of Internet shopping sites (SITEQUAL) ", Quarterly Journal of Electronic Commerce, 2
0),
pp. 31-47.
[14]. Zeitharnl V. A and M. J. Bitner (2000), Services Marketing, Boston, Mc Graw-Hill.
Summary
The research aims at identifying the level of satisfaction and the factors affecting the
satisfaction of customers of the group buying website - Hotdeal.vn. by using the measurement
tool of EtailQ.
From the analyzed data, it can be seen that the customers' satisfaction with the website
Hotdeal.vn is at average. The result of verifying the reliability by Cronbach's Alpha, the
factor and multiple regression analysis tool, shows that 4 main factors affecting the satisfaction
of the customers using the website HotdeaLvn can be ranked in order: "Security", "Reliability",
"Customer Service", "Website Design". Thence, the research reveals some suggestions to
improve and enhance the service quality of the website HotdeaLvn to have better customer
satisfaction.
Keywords: satisfaction, service quality, group buying.
Ngay nhdn bai: 22/4/2013; ngay nhdn dang: 24/4/2014.
15