Nghiên cứu sự hài lòng của khách hàng sử dụng mạng điện thoại di động Mobilefone - Khu vực Hà Nội

ĐẠI HỌC QUỐC GIA HÀ NỘI
TRƢỜNG ĐẠI HỌC KINH TẾ




NGUYỄN THỊ QUỲNH TRANG




NGHIÊN CỨU SỰ HÀI LÒNG
CỦA KHÁCH HÀNG SỬ DỤNG MẠNG ĐIỆN THOẠI DI ĐỘNG
MOBIFONE - KHU VỰC HÀ NỘI



LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH
CHƢƠNG TRÌNH ĐỊNH HƢỚNG THỰC HÀNH






Hà Nội – 2015
ĐẠI HỌC QUỐC GIA HÀ NỘI
TRƢỜNG ĐẠI HỌC KINH TẾ

NGUYỄN THỊ QUỲNH TRANG




NGHIÊN CỨU SỰ HÀI LÒNG
CỦA KHÁCH HÀNG SỬ DỤNG MẠNG ĐIỆN THOẠI DI ĐỘNG
MOBIFONE - KHU VỰC HÀ NỘI

Chuyên ngành:
Mã số:
Quản trị kinh doanh
60 34 01 02


LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH
CHƢƠNG TRÌNH ĐỊNH HƢỚNG THỰC HÀNH

NGƢỜI HƢỚNG DẪN KHOA HỌC: PGS. TS. PHẠM THỊ THU HƢƠNG


Hà Nội – 2015

CAM KẾT


 


LỜI CẢM ƠN

 


 
 











.


TM TẮT



03  

T
 

  








 , 











Sau khi ng

Từ khóa: Sự hài lòng, mạng điện thoại di động Mobifone.

MỤC LỤC
 i
 iii
 1

 4
 4
: 6
 6
 8
 9
 10
 10
 10
 11
 11
-186:2006: 12
 12
1.4 13
 14
 14
 15
 16
 16
           
Parasurama & ctg: 18
 21
 22

 22
 25
 26
 26

N 28
 28
  29
 29
y VMS Mobifone 30
 30
C 2:  32
 32
2.2.  33
2.2 33
 33
 34
2 37
 38
 38
 38
 39
 44
 44
 44
3.1.2.  45
3.1.3.  46
3.1.4.  47
 48
 48

 56
3.3. Phân tích tương quan và phân tích hồi quy 63
 63
 64
 67
 67
sai 68

 68
 69
 70
 72
 72
 74
 74
 74
4.2 74
 75
 76
 77
 78


i

DANH MỤC BẢNG BIỂU


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1


34
2


35
3


35
4


36
5


36
6


537
7
7

39

8


44
9


45
10


46
11


47
12


49
13

Cronbach Alpha t

50
14



51

15



52
16



52
17
ng 3.10

53
ii


18


54
19


55
20


56
21

14

57
22


57
23



60
24


62
25

 
62
26


62
27


63
28



64
29


65
30


65
31


66
32


66
33


66
34


68
35


69

36


70

iii

DANH MỤC HÌNH

STT
Hình
Nội dung
Trang
1


17
2


21
3



22
4




23
5


28
6


2005-2013
29
7

-2013
29
8

-2013
30
9

-2013
30
10


-2012
31
11



32
12


45
13


46
14


47
15


48




1

PHẦN MỞ ĐẦU

1. Tính cấp thiết của đề tài












 



              








2

 

- 
 

2. Mục tiêu nghiên cứu của đề tài
- 




3. Các câu hỏi nghiên cứu:

              


 ?
 


 
4. Đối tƣợng nghiên cứu
- Đối tƣợng nghiên cứu 

5. Phạm vi nghiên cứu
- Nội dung: 

- Không gian : 
3

- Thời gian nghiên cứu : /2014  12/2014.
6. Bố cục luận văn :


 1         

2
3
4

4

CHƢƠNG 1: TỔNG QUAN TÌNH HÌNH NGHIÊN CỨU, CƠ SỞ
LÝ LUẬN VÀ MÔ HÌNH NGHIÊN CỨU

1.1. Tổng quan tình hình nghiên cứu đề tài.
     

, 



 
 
            


        
         
(Freeman and Dart,1993).
           

- Chng dch v n ca cht
ng dch vi theo bi cnh, loi dch v, t ng

-  tin cy b hn ch bi vic s d 
ng dch v.
T


5

-   

             


- 
Trang
- 
        

              

  
- 

               




 



- 
  

6



-            
 
           

       



1.2. Dịch vụ:
1.2.1. Khái niệm
1.2.1.1. Khái niệm về dịch vụ






c,




             
 “ Một dịch vụ là một loạt các hoạt động hay lợi ích mà một bên
cung cấp cho bên kia, trong đó nó có tính vô hình và không dẫn đến sự
chuyển giao sở hữu nào cả”. 
7





1.2.1.2. Khái niệm về dịch vụ viễn thông:


 




- 






Internet.



 -

 


8





1.2.2. Đặc điểm của dịch vụ:




- 


- 

- 







- 

               

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


- 




1.3. Chất lƣợng dịch vụ:

              






 











10

1.3.1. Tính vượt trội:




 



1.3.2. Tính đặc trưng của sản phẩm:










1.3.3. Tính cung ứng:




 


11

1.3.4. Tính thỏa mãn nhu cầu:















 
1.3.5. Tính tạo ra giá trị:








              
Mobifone.
12

1.4. Tiêu chuẩn ngành TCN 68-186:2006:
TCN 68-186:2006 “ Dịch vụ điện thoại trên mạng viễn thông di động
mặt đất – Tiêu chuẩn chất lượng” được xây dựng trên cơ sở xem xét, bổ sung
TCN 68:186:2003” -
         -BBCVT
Chất
lượng dịch vụ là kết quả tổng hợp của các chỉ tiêu thể hiện mức độ hài lòng
của người sử dụng dịch vụ đối với các dịch vụ đó”.


1.4.1. Chỉ tiêu chất lượng kĩ thuật:
- Tỷ lệ cuộc gọi đƣợc thiết lập thành công

- Tỷ lệ cuộc gọi bị rơi 
<5%).
- Chất lƣợng thoại 



- Độ chính xác ghi cƣớc:







13


 



- Tỷ lệ cuộc gọi tính cƣớc, lập hóa đơn sai






1.4.2. Chỉ tiêu chất lượng phục vụ:
- Độ khả dụng của dịch vụ  

- Khiếu nại của khách hàng về chất lƣợng dịch vụ 

g

- Hồi âm khiếu nại của khách hàng



- Dịch vụ hỗ trợ khách hàng



14

1.5. Mối quan hệ giữa chất lƣợng dịch vụ và sự thỏa mãn của khách hàng:
1.5.1. Khái niệm sự thỏa mãn của khách hàng:












             


Theo Kotler & Keller ( 


- Nu nhn thc c  v 
cm nh
- Nu nhn thc bng k vm nhn th
- Nu nhn thc l vm nha


