MỘT SỐ GIẢI PHÁP NÂNG CAO CHẤT LƯỢNG DỊCH VỤ HÀNG KHÔNG CỦA VIETNAM AIRLINES GIAI ĐOẠN 2005-2015.PDF

BQ
GIAO
Dl)C
VA BAO TAO
TRUONG
BAI
HOC
KINH
TE TP.HO
CHi
MINH
ooOoo
NGUYEN
TRUONG
THI
MQT
s6
GIAI PHAP NANG CAO CHAT
Llf0NG
DJCH
Vl)
HANG KHONG CUA VIETNAM AIRLINES
GIAI
DOAN 2005-2015
Chuyen nganh : Quan
tri
Kinh
doanb,,
_____
,
Ma

s6
: 5.02.05 I soGtAooucvAo,\orAo
TRV6NG
DH
KINH
TE
TP.HCM
THt1
\1
LUAN
VAN
THAC
Si
KINH
TE
. .
NGVCH
HlfONG
DAN
KHOA HQC:
TS.
HOANG
LAM
TINH
.
THANH
PH6
H6
cHi MINI-I-
NAM

2oo4
LOICAMDOAN
Toi
xin
cam
doan
ban
lu?n
van
"
MQT
SO GIAI PHAP NANG CAO
CHAT LV<)NG
DlCH
VTJ
HANG KHONG CUA VIETNAM AIRLINES"
nay
la
cong
trlnh
nghien
CUu
CUa
rieng
toi.
C:ic
sfS
Gu'QC
sfr
dl;lng

trung
thl;l'C
va
ke't
qua
neu
trong
lu?n
Van
nay
chu'a tung
Gu'QC
cong
bfS
t9-i
bfft ky cong trlnh nao khac.
Toi
xin
chan
thanh
cam
on
TS
Hoang Liim Ttnh,
TS
Nguyln
EJinh
Th(J
da
chan

thanh
hu'ong toi
hoan
thanh t6t
lu?n
van nay.
TP.
H6
Chi Minh, ngay
thdng nam 2004
Tac gid luijn viin
Nguyin
Trliilng
Thi
I
. i
Trang
bia
Ldi
cam
doan
l¥C
Danh
m¥c
cdc
chil
viet tift
Danh
cdc
bang

biiu
Danh
m¥C cdc
sd
dd
Danh
m¥c
cdc ph{l
l{lC
MT)C
Ll)C
Trang
Ph§.n
md
dfiu
!
CHUONG
1 :
CO
SO
LY
THUYET
VE
CHAT
LUONG
DICH
VU
HANG
KHONG
VA

SV
THOA
MAN
KHACH
HANG
: : : 3
1.1 hrQ'ng
djch
Vl}
hang
khong
va
S\f
phat
nganh
hang
khong
3 -
1.1.1
Kluii
cltfit lu(Yng dfclt
Vfl
va
c!tlit lu(Yng dfclt
Vfiltang
kltong 3
l.l.l.lKhai
ni¢m chdt lu(mg dfch
V¥
va

S{t
thoa miin khach hang. 3
1.1.1.2Khai ni¢m chdt lur;ng dtch
V¥
hang kh6ng 6
1.1.2 Clzfit
lu(fng
dfclt
V{l
!tang
kltong
va
SIJ'
pluit
triin
nganh
!tang
kftong 7
1.2
Cac
ly thuye't
danh
gia
cha't
lu'Q'ng
djch
VQ.
va cha't
lu'Q'ng
djch

VQ.
HK
8
Cdc
lj
thuyet
ddnh
gid
chat
lllf/ng djch 8
1.2.2 Cdc
lj
thuyet
ddnh
gid
chat
lllf/lzg djch
V¥
himg
khong
9
1.3
Cac
ye'u to'
danh
gia cha't
lu'Q'ng
djch
VQ.
HK

va
slf.
thoa
man
khach
hang
.10
1.3.1 . Phztdng
phdp
nghien
cuu
chat
lllf/lzg djch
hlmg
khong

10
1.3.2 Quy trinh
nghien
cztu
chat
lllf/lzg djch hiuzg
khong

11
1.3.3 Xay
thang
do 11
1.3.3.1 Thang do chii't
!UQ'flg

dfch himg khong


. .

11
1.3.3.2 Thang do muc d9 thoa miin
crla
khdch himg 12
1.3.4
Nghien
czcu
chinh
thzl:c
chat
lztf/ng djch
himg
khong
12
1.3.4.1 Mliu nghien
cl1u
12
1.3.4.2 Thong tin mdu 12
1.3.5
Phiin
tich
h?
sif
tin cijy
cronbach

alpha
13
1.3.5.1 Thang do chtit llt(/ng djch
V{l
••••••• ••.•••••••••.•••••••••••••••••••••••••••••••••••••••••••••••
13
1.3.5.2 Thang do
muc
dq tho a
man
cua
khach hcmg
13
1.3.6
Phiin
tich
nhiin
tllkham
pha
EFA
14
1.3.6.1 Thang
do
chat
htf/llg djch
V{l
.••.••••.•••••.•••.•••••••••••••••••••••••••••••••••••••••••••••••••• 14
1.3.6.2 Thang do
muc
dq thoa

man
cua
khach himg
16
1.3.7
Phiin
tich
mol
quan
h?
giila
cac
thcmh
phiilz
chiit
lu(hzg
dich
VZJ
HK
11
1.3.8
Phiin
tich
m&
quan h? giiia
cac
thimh
phiilz chiit ilt(hlg
dich
HK

vUi
slf
thoa
miin
ciia
khach
hang
17
1.3.9
Phiin
tich
anh
hztling ciia
cac
dol tu(hzg
khach
hang
tfli
chiit
lu(hlg
djch
hang
khong
18
1.3.9.1
Phdn
tfch
drih
huiJng czla gi6'i tfnh tai chi/t(u(Jng djch
v{l

himg
khong
18
1.3.9.2
Phan
tfch dnh huiJng czla
hqc
van tai
chat
lli(Jng djch
V{l
himg
khong
20
1.3.9.3
Phan
tfch dnh huiJng czla thu nhfj.p
t6'i
chat lu(Jng dfch
V{l
hang
khong 20
1.4 TOm tilt
chlidng
1 0
•••••••
21
CHUONG
2:
PHAN

TICH
DANH
GIA THTjC SAN XUAT
KINH
' ,
••
:'
?
-"''
DOANH
VA
CHAT
LU<)NG
DJCH
VI)
HK
CUA VNA
DEN
2004 22
2.1 Tfing quan ng3nh hilng
khOng
Nam
22·
2.1.1
Sd
lzt(lc ljch
su
hinh
thanh
va

phat
triin
ciia
hang
khong
Vi?t
Nam
22
212
G
.,.
tl
'"
A-
'T'"?
"
ty
H'
Vh"
T7'"t
1\T
23
• • ·
lill
ZUJU
ve
ong
cong
ang
.n.

ong
Y
lf!
1Yam

2.1.3
Cd
ciiu
to?
chz£c ciia TIJng
cong
ty
HKVN
24
2.2
Phan
tfch,
danh
gia thtfc
cua
VNA de'n
nam
2004 24
2.2.1
Tinh
hinh
phat
triin
h!J
tiilzg

kj
thuijt va
dQi
may
bay
cua
HKVN
24
2.2.1.1 Tznh hinh nang cap
xay
dl;(ng
nha
ga, san
bay
cua
HKVN
24
2.2.1.2 Tznh hinh
phat
trdn
dqi
may
bay czla
VNA

:25
2.2.1.3
Vi
h(l
tdng k)i thufj.t

cua
VNA 26
2.2.2
Tinh
hinh
doanh
thu, l(li
nhuijn
va
dong
g6p vao
NSNN
26
2.2.3 Tinlz
hinh
vijn
chuyln
himh
khach cua VNA 27
2.2.3.1 Tinh hinh v(in
chuyln
khach va thf
phdn
nqi dfa 27
2.2.3.2 Tinh hinh
v(in
chuyln khdch va thi phtin
qu&:
te'
28

2.2.4 Tinh
hinh
vijn
chuyln
hang
hoa
cz1a
VNA
va
mqt
sflhiing
himg
khong

29
2.2.5
Tinh
hinh
chijm gid,
huy
chuye'n cua VNA 30
2
2
6
h • t ' ' ? " d ' b 31
• • Y e t 1 rzldng va
md
rQng cac lldng ay .
2.2. 7
Vi

cong va nhiin
l{IC
31
2.2.8
Banh
gia
sz[c
ct.mh tranh va xep ht.mg
czla
VNA tren the'
giUi
33
2.2.9
Vi
cong tac xiiy d{tng
hinh
anh, thztdng
czia
VNA 34
2.3
Danh
gia thtfc cha't
lu'Q'ng
<ijch
VlJ.
HK
ctia VNA 35
2.3.1
vi
mz[c

dq tin cijy 35
2.3.2
Vi
nzt?c
dq
dap ztng 36
2.3.3
vi
nzztc
dq
dam bao 37
2.3. 4
Vi
lllllC
dq
dolzg cam 37
2.3.5
Vi
plutdng hi'lu
hinh
, 38
2.3. 6
Vi
nha
ga, san bay 39
2.4
TOm
chtidng 2 0
•••••••••••••••••••••••••••••••••••••••••••••
40

1'\.
, ,
? ,
"'
"''
Cm1<1NG 3 :
MQT
SO
GIAI
PHAP
NANG
CAO
CHAT
LU(iNG
DlCH
Vl)
'
"'
?
HANG
KHONG
CUA
VNA
GIAI
DOL}.N
2005-
2015
.41
3.1
Djnh

hu'ong,
quan
va
chie'n
lu'Q'c
phat
ctia VNA 41
3.1.1 Dinh huung
phat
triln
41
3.1.2 Quan diem
phat
trie?n
41
3.1.3 M{tc tieu chie'n
lzt(Jc
to?ng
quat 42
3.1.4 Cac chien
lzt(Jc
phat
triln
to?ng
thl
cua
VNA
giai
dof!-n
2005-2015

42·
3.2
Cac
giai
phap
nang
cao
cha't
lu'Q'ng
<ijch
VlJ.
hang
khong
cua
VNA 43
3.2.1 Phat
triln
cd
si'J
hq
talzg,
da'zt
tll cai tqo
nang
cap san bay
nha
ga 43
3.2.2 Phat
triin
dqi

may
bay dqi 44
3.2.3
Phdt
triln
nguolz
nhfm
l{tc
cila
VNA

45
3.2.4
Phdt
triln
cdc djch quan tam hdlz
din
titng cd
khdch
himg
46
3.2.4.1 Khai thdc djch
V¥
gicti
trf nghe nhzn theo yeu cdu (AVOD : Audio -Video
On Demand) tren cdc chuyin bay 46
3.2.4.2 Khai thdc djch
V¥
Flynet tren cdc chuyin bay 47
3.2.4.3 Titng buoc

lor;zi
bo tam
ve
tho'ng
di
sil d¥ng ve di¢n til trong
wJ.n
tdi
hang khong 47
3.2.4.4 Da
dr;zng
cdc
lor;zi
bdo chf tren
chuyin
bay 48
3
2
4 5
liT"
_.,
d'
h
'
h ,
,.,
48
. . .
lVang
cap

JC
V¥
ve suat
an,
t ac uong .
3.2.5
Day mcpzh hoqt dl}ng marketing,
xay
d{tng, qudng bd
hinh
dnh
ciia VNA.
48
3.2.6
Phdt
triin
mqnh
k/zoa hl)c cong trong do
chu
trl)ng cong
thong
tin
49
3.2. 7 M ll rl}ng
mqng
dztilng bay 50
3.2.8 To·
chz£c
tot cdc djclz ban
himg

tqi san bay 50
3.2.9
To?
clul:c
tot hdlz cong tdc ban ve 50
3.2.1 0
Hcpz
che'
to'i
da
tinh
trqng hzly chuye'n
chqm
giil bay 50
3.2.11 Pho'i h(lp chijt
che
vm
cdc
ngimh
thlldlzg mqi, du ljch
dt
tqo ra ml}t elm
· trinh holm
chinh
trong
ph{lC
V{l
himh
khdch
51

3.2.12 Day
mqnh
quan
hf/JJ
tac quoc
te'
51
3.3
MOt
sO
kie'n nghi 51
. .
3
31
.
K""'
h.
,.
h'
l h • 51
. .
zen
ng
1
viJl
c
zn
z p u .
3
3 2

K
.
A,
h.
M B A
G.
th A A t ? • ' c
HK
52
. .
zen
ng
1 vv,
iJ
wo
ong
vqn
az
va ;

3.3.3
Kie'lz
nghi
vm
VietNam
Airlines 52
3.4
TOm
tiit chttdng 3 53
KC't

•••••••••••••••••••a••••••••••••••••••••••••••••••••••••••••o••••••••••••••••••••••••••••••••••••••••••••••••••••
54
Tili
tham
khao
Pht;tlt;tc
A320/321
AAPA
DANH Ml.JC
CAC
CHO' VIET
TAT
:Airbus
320/321.
:
h()i
hang khong chau
A-
Thai blnh du'dng
( Association
of
Pacific - Asia Aviation)
AF
:Hang
hang khong qu6c gia Phap (Air France)
ASEAN :
h()i
cac qu6c gia .Dong
nama
(Area

of
SouthEast Asia Nations)
A
VOD : Dich vv giai tri nghe nhln theo yeu ( Audio-Video On Demand).
B77717E7
:Boeing
(777/ 7E7
).
Cathay
:Hang
hang khong Cathay Pacific (Cathay Pacific Airlines)
.DHKT :
.DC;li
hQc
Kinh
te'.
EFA : Phan tich nhan
t6
kham pha (Exploring Factor Analysis)
GDP : T6ng san phclm qu6c
n()i
(Gross Domestic Product).
HK
:Hang
khong.
HKDD :
Hang Khong Dan Dvng.
HKVN
:Hang
khong Nam.

IAT A :
h()i
di
hang khong the' gioi
ICAO
KH-TT
MAS
NSNN
NXB
SARS
SIA
STR
SXKD
TCT
Thai
TPHCM
VNA
( International Air Tranpor Association)
:
T6
chuc hang khong dan dvng qu6c te'
(International Civil Aviation Organization)
:
Ke'
ho(;lch
thi tru'ong
:Hang
hang khong qu6c gia Malaixia (Malaysia Airlines.)
:
Ngan sach Nha nu'oc.

: Nha xua't ban.
: Dich viem duong ho
hffp
ca'p.
:Hang
hang khong Singapore (Singapore Airlines)
:
T6
chuc chuyen nghien
cll'u
v€ hang khong Skytrax Research.
:
San xua't kinh doanh
T
,.? "
: ong cong ty.
:Hang
hang khong qu6c gia Thai Lan (Thai Airways)
:
Thanh
ph6
H6 Chi Minh.
:Hang
hfmg khong qu6c gia Nam
(VietNam
Airlines.)
.,
?
1"\?
DANH

Ml)C
CAC BANG
BIEU
Trang
Bang
1.1 : tinh
ehcft
lu'<;5ng
san
phffm dieh
Vl;l
xe'p
h(}.ng
eae
hang
HK
9
Bang
1.2 : Ke't
qua
phan
tich
EFA
eua thang do
ehcft
lu'<;5ng
djeh
Vl;l
HK
14

Bang
1.3 : Ke't
qua
EFA
eua
thang do mile
d<)
thoa man
eua
khaeh
hang 17
Bang
2.1 :Tinh hlnh v6n dfru
tu'
nang
ecfp
m<)t
s6 ciing
HK
eua
VNA
25
Bang
2.2 : Tinh hlnh
phat
d<)i
may
bay
eua VNA 25
Bang

2.3 :
Doanh
thu,
l<;1i
va
dong
g6p
vao
NSNN
eua
VNA
26
Bang
2.4:
Lu'<;5ng
khaeh
n<)i
dia
va
thi phfrn
VNA
giai
do(}.n
1991-2003 27
Bang
2.5:
Lu'<;5ng
khaeh qu6e te'
va
thi phfrn

VNA
giai
do?n
1991-2003 28
Bang
2.6
: Tinh hlnh khaeh 9 thang
dfru
nam
2004
eua VNA 29
Bang
2. 7 : Tinh hlnh
hang
hoa
cua VNA va
m¢t
s6
hang
HK 29
Bang
2.8 :
Ty
chuye'n
bay
ccft
eanh
dung
giO
eua VNA

va
Cathay

30
Bang
2.9 : Ke't
qua
phan
tich trung blnh Mile
d<)
tin
cua
VNA
35
Bang
2.10:
Ke't
qua
phan
tich trung blnh Mile
d<)
dap ling
eua
VNA

36
Bang
2.11 : Ke't
qua
phan

tich trung blnh Mile
dQ
dam
bao
eua
VNA 37
Bang
2.12
: Ke't
qua
phan
tich trung blnh Mile
dQ
d6ng
cam
ctla VNA 37
Bang
2.13 : Ke't
qua
phan
tich trung blnh Phuong hihl hlnh
eua
VNA 38
Bang
2.14:
Ke't
qua
phan
tich trung blnh
nha

ga, san
bay
eua
VNA

39
Bang
3.1 :
Nhu
cfru
phat
d<)i
may
bay
cua VNA
44
DANH Ml)C CAC
so
DO
Trang
So d6
1.1
:
Mo
hlnh cha't
ht<;ng
djch
Vl.,l
cua
Parasuraman 4

So
d6
1.2 :
Mo
hlnh cha't
ht<;ng
djch
Vl.,l
va
Sl.,l'
thoa
man
cua
khach
hang
da
chinh :
19

DANH
Ml)C
CAC
PHT)
Ll)C
Pht;tlt;tc 1.1 :
Mo
hlnh
cha"t
ht<;rig
dich

Vt;l
va
Slf
thoa
man
cua
khach
hang.
Pht;tlt;tcl.1a:
So
d6
chu8i
gia tri
cua
VietNam
Airlines.
Pht;t
h,1c
1.2 :
Cac
chi
tieu
Cl,l
danh
gia
cha'"t
ht<;ng djch
Vl,l
HK
cua

STR.
Phl,l
lt;tc
1.3 : Ke't
qua
danh
gia
ch!t
ht<;ng djch
Vlf
cua
cac
hang
HK
My
2003
va
thong
tin vS gio
cua
HK
chau Au.
Pht;tll,lc
1.4 :
Dan
bai
thao
nghien
cU'u
dinh tinh.

Phl,lll,lc 1.5 :
Thang
do
SERVQUAL.
Phl,lll,lc
1.6:
Thang
do
SERVQUAL_HK
1.
Phl,lll,lc
1.7:
Thang
do
SERVQUAL_HK
2.
Phl,lll,lc 1.8 : Ke't
qua
phan
tich
Cronbach
alpha.
Phl,lll,lc 1.9 : Ke't
qua
phan
tich EFA.
Phl,l
ll,lc
1.10 : Ke't
qua

phari tich
m6i
quan
ht%
gifi'a
cac
thanh
phlin cha't htqng dich
Vlf
hang
khong.
Phl,l
ll,lc
1.11 : Ke't
qua
phan
tich
m6i
quan
ht%
gifi'a
cac
thanh phlin
ch!t
ht<;ng dich
Vt;l
hang
khong
Va
Slf

thoa
man
cua
khach
hang.
Phl,lll,lc1.12:Ke't
qua
phan
tich anh
hudng
cua
gioi tinh toi
ch!t
lu<;ng djch
Vl,l
HK.
Phl,l
ll,IC
1.13 : Ke't
qua
phan
tich
anh
hudng
cua trlnh
d(>
hQC
v!n
tOi
ch!t

ht<;ng
dich
Vlf
hang
khong.
Phl,l
ll,lc
1.14 : Ke't
qua
phan
tich
anh
hudng
cua
thu
nh?p
tinh tOi cha't ht<;ng djch
.·
vl,l
hang
khong.
Phl,lll,lc 1.15 : Ke't
qua
phan
tich
lc,li
Cronbach
alpha.
Phl,lll,lc 2.1 :
So

d6
t6
chile
cua
T6ng
cong
ty
Hang
Khong
Vit%t
N
am.
Phl,l
ll,lc
2.2 :
So
sanh
d(>i
may
bay
va
lu'<;ng
khach
chuy€n
cua
VNA
voi
m(>t
s6
hang

HK
khu
v1fc.
Phl,lll,lc 2.3 : Y kie'n
phan
h6i
cua
khach
hang
d6i voi dich
Vl,l
cua
VNA
nam
2003
va
9
thang
dciu
2004.
Phl,lll,lc
2.4:
Ty
trQng dich
Vlf
trong
GDP
cua
Vit%t
Nam

va
m(>t
s6
nu'oc
Lu'<;ng
khach
nu'oc
ngoai
de'n
Vit%t
Nam
giai 1996-2003.
- 1 -
?
.:::.
PHANMODAU
1.
Sv
cfin
ciia tai
Trong
b6i cfmh
qmh
tranh kh6c tren thi truemg qu6c n6i chung
va
thi
truemg tai
hang
kh6ng
(HK) n6i rieng, cac hang

HK
tren gi6'i Iu6n tim
m<;>i
each
gia
tang
kha
nang
tranh
va
uy
tin cua minh, trong do nang cao chM
Iuqng djch
V\1
cua
minh
Iuon duqc cac hang
HK
quan
tam
hang
dAu.
La
hang
HK
qu6c gia,v6'i vi tri trung binh tren gi6'i, d(rng
thu
6
trong
kbu

vvc
ASEAN
va
dang troilg qua trinh tham gia luqc "Bfiu
trOi
mO'",
VietNam
Airlines (VNA)" dang c6 nhfrng ca
h(>i
nhung
cling phai d6i
mi;it
v6'i nhfrng
thach
thuc
kh6ng
nh6
khi
d(>ng
trong m6i truemg tranh
qrc
ky gay
dinh vi tri
cua
minh thi nang cao Iuqng dich
VlJ
HK-
bi keu
ca - la
bu(>c

va
v6
cimg
dn
d6i v6'i
VNA
trong giai
nay.
2

Mvc
tieu ciia tai.
+
Nghien
cfru
m6
hinh ly tim ra cac t6 chinh
cua
luqng
dich
V\}
HK
thong
qua
yeu
cAu
va
ciim cua khach hang.
+
Xay

dl,l'ng
mo
hlnh
ly
thuye't m6i
quan
h<$
gifi'a
cac
thanh
cha"t
lu'cJng
djch
Vl,l
va
Sl,l'
thoa
man
cua
khach
hang.
+
Phan
tich tinh hinh
SXKD
va
danh gia
luqng
dich
VlJ

cua
VNA,
tir
d6
dua
ra
cac giai phap
nang
cao
luqng
dich
Vl,l
HK
cua
VNA
trong giai
2005-2015.
3.
f>Bi
tU"Qng
va
vi nghien
cfru.
+
Df>i
tuqng nghien
Clru
cua
van
la cac djch V\}

ph\IC
V\} khach
hang
cua
nganhHKVN.
+ vi nghien
cuu
la
T6ng
c6ng ty Hang
Kh6ng
Nam
trong llnh VlJC
ph\lc
V\1
khach hang.
4.
PhU"O'Ilg
phap nghien
cfru.
van
sir d\lng cac
phuang
phap nghien
cuu
cua chu
nghia
duy
ch(rng,
phan

tich t6ng hqp,
th6ng
lich sir, so sanh, Ngoai ra,
van
con sir
d\}ng nhfrng
phuang
phap
sau:
-
2-
+ Nghien c(ru sa
b(>:
Duqc
thvc thong qua
phuang
phap nghien c(ru djnh
tinh, sir
d1,mg
kY
thfw tay doi b6 sung mo hinh thang do luqng
. '
dich
V\1
HK
va
S\I
thoa man cua khach hang
+ Nghien c(ru chinh
thuc:

Duqc
thvc
phuang
phap nghien c(ru dinh
luqng, thong qua
kY
phong trvc khach hang
v&i
tra
lCri
bang cau
hoi danh gia v€
luqng dich
V\1
HK
cua VNA.
+ Cac
phuang
phap phan tich tren SPSS nhu: Ham h6i quy tinh,
ANOVA, Independent Sample T-test, Phan tich nhan t6 kham pha
EFA

5.
Nhii'ng ke't qua chinh
cua
van:
-
van
da
du<;1c

nhung ke't qua sau:
(1)-Phftn
chuang
1:
Nghien cliu ly thuye't v€ cha't
Iu<;1ng
djch
Vl.f,
xay
dl,l'ng
ffiO
hlnh chft't
lu<;1ng
djch
Vlf
Va
S\1'
thoa
man
CUa
khach hang, d6ng thoi
xay
dl,l'ng
thang do va dua
ra
cac
ye'u
t6
chinh ciia cha't
lu<;1ng

dich
Vlf
HK,
phan
tich
sv
anh
hu'dng ciia
cac
thu(>c
tinh khach hang toi cha't
lu<;1ng
djch
Vlf
HK.
(2)-
Phftn
chuang
2:
Di vao
phan
tich
thl,l'c
san xua't kinh
doanh
va cha't
lu<;1ng
djch
Vlf
ciia

VNA
de'n
nam
2004,
tu
d6 bie't nhung
di€m
di€m r
che' cftn tac
d(>ng
d€ nang cao cha't
lu<;1ng
dich
Vlf
ciia VNA
tu
2005 de'n 2015.
(3)-
Phftn
chuang
3:
Tren
ca
sd
phan
tich d chuang 1 va
chuang
2, d€ ra cac
djnh
huang

phat
tri€n, quan di€m
phat
tri€n,
ml;IC
tieu, chie'n
lu'</C
Va
giai phap
cho
nang
cao
cha't
lu<;1ng
dich
Vl.f
cua
VNA
giai 2005 - 2015. van
con d6 xua't cac kie'n nghi voi Nha nuoc va cac
b(>
nganh d€
nhanh
chong du'a
cha't
lu<;1ng
dich
Vlf
ciia VNA ngang tftm khu vvc va the' gioi.
Ngu6n

trong van
du'<!c
h<!p
qua nghien cliu, di€u tra ciia tac
gia v€
d(>ng
SXKD va djch
Vlf
cua
VNA
trong nhung
nam
gftn day, va
m(>t
s6
tai ciia
cac
nha
nghien cliu da cong
b6.
-
3-
CHUONG
1:
CO
SO
LY THUYET
VE
CHAT
LUQNG

DJCH
Vl)
liANG
KHONG v A
sv
THOA
MAN
KRACH
HANG
1.1 lll'Qllg
djch
V1,1
hang
khong
va
Sl}'
phat
nganh
hang
khong.
1.1.1
Kluii
ni?m chftt
lu(lng
djch
V{l
va
cltftt
lu(lng
djclt V{lltang kltong.

1.1.1.1 Khai ni?m chdt
lm;rng
djch
V¥
va
Slf
thoa miin khach hang
*
Khai
cha't
lu'Q'ng
cijch
VQ:
Dich
V\1
h1
m9t
qua trlnh
d9ng
bao
g6m
cac
nhan
t6
khong hliu, giai quye't
cac
m6i
quan
giua
nguoi

cung
ca'p
voi
khach
hang
tai
san
cua
khach
hang
rna
khong
c6 stt
thay
d6i
quy€n
sd
hliu.
San
phfrm
cua
dich Vl;l c6 trong vi Vu'Qt qua pht;tm vi
cua
san
phfrm cha't
[18,
trang 6 ].
Dich
Vl;l d6ng vai tro quan trQng trong kinh qu6c dan
va

xu
hu6ng
ngay
cang
c6
m<)t
ty trQng
l&n
trong GDP cua
ca.c
kinh la cac nu&c
phat
t)r
trQng nay c6 khi
hon
60-70%. 6
Nam
nay, dich
vv
dang
khoang 38-39% GDP
va
dang c6
xu
hu6ng
giam dftn.Do v?y
dfty
nhanh
S\f
phat

cua cac ngfmh dich
V\1
la
dt
cftn
Dich
V\1
duqc
xem
la
m<)t
san
phftm
vo
hinh, khong d6ng nhau
va
cling khong tach
ly
chung duqc, nghia
la
trong qua trinh tieu dung dich vv thi
luqng
dich
V\1
ngay trong qua
trinh
tuang
tac gifra khach hang
va
nhan vien

CUa
cong
ty
CUng
cfrp
dich
Vl,l
[I12,trang 6]. Vi danh gia va do
luang
luqng
cua n6
phuc
Theo
Parasuraman,
V.A
Zeithaml
va
L.L
Berry (Parasuramari &
ctg)-
nhfrng
nguai
tien phong trong
CUu
luqng
djch
Vl,l
Va
dUQ'C
danh gia

}a
kha
toan
- thi dinh nghia
luqng
d!ch
vv
la
khoang
each gifra
sv
mong
dqi djch
V\1
cua khach hang
va
nh?n thuc cua h9 khi
da
si'r
dvng qua dich
vv.
Cac
nha nghien
ctru nay cling da
di tien
phong
trong nghien clrti
luqng
d!ch
vv

trong
nganh
th!
m<)t
each cv
va
chi
H9
dua
ra
mo
hinh 5
khoang
each
luqng
djch
vv
(Xem sa d6
1.1
).
Khoang
each
thu
1 khi c6
sv
khac gifra
Icy
v9ng
cua
khach

hang
luqng
dich
V\1
Va
cam nh?n
CUa
nha
quan tfi dich
V\1
ey
VQllg
nay .
Khoang
each
thu
2 khi cong
ty
dich
V\1
g?p kh6 khan trong
d6i nh?n thuc cua minh ky v9ng cua khach hang thanh
nhung
d?c tinh
CUa
luqng dich
V\1.
-4-

Dich

Vl,l
ky
VQI).g
•
.
Khoang
cach_5
.
.
.

Dich
Vl,l
cam

-


-
Khml'ng
each
4
Thong
tin
ae'n
Dich
Vl,l
chuy6n
giao

:-:.
khach
hang


.

.
.
Khoang
cach_3
.
.
t
Chuy6n
a6i
cam
ciia
cong
ty
thanh
tieu
chi
cha't
h.tc;1ng

.
.
.
Khoang

cach_2
.
.


thuc ciia
cong
ty v€
ky
VQng
ciia
khach
hang
Sd
d6
1.1 : Mo
hlnh
cha't lu'qng
<ijch
VQ
cua
Parasuraman
[112,
trang 7, trich
tu
Parasuraman &ctg(1985:44)]
Khoang
each
thu
3 xuftt khi nhan vien djch

V\1
khong giao djch
V\1
cho khach hang theo nhfrng tieu chi da dugc xac djnh. Trong cac nganh dich
V\1,
SlJ
XUC
CUa
nhan vien v6i khach hang
CO
y nghia
ClJC
Icy
quan trQng trong cam
v€
chftt lugng dich
V\1
cua khach hang, nhung nhi€u khi cac nhan vi en nay
khong thvc theo dung nhfrng gi da dugc
d€
ra.
Khoang
each thu 4 xuftt khi nhfrng
Icy
vQng
cua khach hang c6 gia
tang thong qua nhfrng
gi
rna
hQ

dugc
hua
hyn, dugc nhin thfty tren quang cao,
ap
phich,

nhung khong gi6ng nhfrng gi rna
hQ
dugc
tir
nha cung
cftp
djch
V\1·
-
5-
Khofmg each thu 5 xucit khi c6
SlJ
khac gifra
chclt
luqng ky
v<;>ng
bai
khach
hang
va
chclt
luqng
h9
cam

duqc.
Chclt
luqng dich
V\1
ph1,1
thu(>c
vao
khoang
each
tht'r
5 nay. Khi khach
hang
cam
thcly
kh6ng
c6
SlJ
khac
gifra
chclt
luqng
h9
ky
v<;>ng
va
chclt luqng h9
cam
duqc khi tieu dung
m<)t
dich

V\1,
thi
chfrt
luqng
CUa
dich
V\1
dUQ'C
xem
nhu hoan hao.
Parasuraman
& ctg cho
chclt
luQTig
dich
V\1
la
ham
s6
cua
khoang
each
thu 5,
khoang
each tht'r 5 nay l?i
ph\1
thuQC
vao cac
khoang
each tru&c d6.

Nhu
de rut
khoang
each
thtr 5
tlrC
la lam tang chfrt
luqng
dich
V\1
thi cac
nha
quan
tri
dich
V\1
phai tim
mQi
each
de
n6
ll,fC
rut cac
khoang
each nay.
M6
hlnh
cha't ht<jng dich
Vl,l
cua

Parasuraman
& ctg cho
chung
ta
m<)t
buc
tranh
t6ng
th€
v€ cha't
lu'<jng
dich
Vl,l.
Tuy
nhien
m6
hlnh
nay
mang
tinh khai
nhi€u
hdn.
Cac
gia thuye't
cua
m6 hlnh
dn
hang
lo?t
cac

nghien
CUu
d€
ki€m
dinh.
M<)t
trong
nhung
nghien
cU'u
nay
, va cfing
la
quan
tr<;>ng
nhfft, d6 la
do lu'ong chfft
lu'<jng
CUa
dich
Vl,l
cam
bdi
khach
hang.
£>€
lam
du'QC
nay
thl

tien
la
phai
khai
hoa
thanh chfft
lu'<jng
CUa
dich
Vlf
cam
bdi
khach
hang
d€
thie't ke'
m<)t
thang do
luang
chung.
Qua
nhi€u
ki€m
dinh;cac
nha
nghien
cuu
marketing
nay
da di de'n ke't

la
cha't
lu'<jng
dich
V\1
bao
g6m
5
thanh
cd
ban,
d6la:
1-
Tin
(reliability):
N6
du'Qc
th€
qua
kha
nang
thl,l'c
dich
V\1
phil
h<jp
va
dung
thoi
hqn

ngay
tien.
2-
E>ap
ling
(responsiveness)
:
N6
th€
sl,l'
mong
mu6n
va
sang
cua
nhan
vien
phl,lc
V\1
cung
ca'p dich
V\1
kiP
thai
cho
khach
hang.
3-
Nang
ll,l'c

phl,lc
V\1
(
assurance)
:
Th€
qua trlnh
d<)
chuyen
m6n
va
phong
each
phl,IC
Vl,llich
S\1'
ni€m
nd
VOi
khach
hang.
4-
E>6ng
cam
(
empathy)
:
Th€
sl,l'
quan

tam
cham
s6c
de'n tung
ca
nhan
khach
hang.
5- Phu'dng hii'u hlnh (
tangibles)
:Th€
qua
ngoc:_1i
hlnh,
trang
phl,lc
cua
nhan
vien
phl,IC
Vl,l,
CaC
trang
thie't
bi
cho dich
Vl,l.
-
6-
Va

thvc te' cho tha'y, nhiSu
nha
nghien
CUu
da thvc
hit$n
mo
hlnh 5
thanh
phgn
cha't
ht<;1ng
dich
Vl;l
t(;li
nhiSu linh vvc dich
Vl;l
cfing nhu'
t<;1i
nhiSu thi tru'ong
khac
nhau,
ke't
qua
dinh cho tha'y cha't
lt1<;1ng
dich
Vl;l
khong
th6ng nha't voi

nhau
(J
tung
nganh
dich
Vl;l
khac
nhau.
* Chill lzt(lng dfch
V{l
va
Slj
thod miin khach
hlmg
C6
nhiSu
quan
khac
nhau
v€ muc d9 thoa
man
cua
khach
hang.
Bachelet
dinh nghia
sv
thoa
man
cua

khach
hang
la
m9t
phan
ling
mang
tinh
cam
xuc
cua
khach
hang
dap
l<;!i
voi kinh nghit$m
cua
hQ
voi
m9t
san
phffm
hay
dich
Vl;l
[I12,trang 11,trich
tuBachelet(1995:81)
].
Thong
thu'ong

cac
nha kinh
doanh
dich
Vl;l
thu'ong cho
ding
cha't
lt1<;1ng
dich
Vl;l
chinh
la
muc d9 thoa
man
cua
khach
hang.
Tuy
nhien
nhiSu nghien
CUu
cho
th{y chfft
lu'Qng
dich
Vl;l
Va
S\1'
thoa

man
khach
hang
la
hai
khai
nit$m
phan
bit$t.
Sv
thoa
man
khach
hang
la
m9t
khai nit$m t6ng
quat
n6i
len
sv
hai
long
ci1a
hQ
khi tieu
dung
m9t dich
Vl;l.
Trong khi d6, cha't

lu'Qng
dich
Vl,l
chi trung
vao
cac
thanh
phgn
Cl;l
CUa
dich
Vl;l.
NhiSu nha
nghien
cll'u
da thie't m6i
quan
ht$
nay
va
cho
tha'y thvc te' c6
m6i
quan
ht$
giua cha't
lu'Qng
dich
Vl;l
va

sv
thoa
man
cua
khach
hang
nhu':
Cronin
&Tayler
1992,
Spreng&Mackoy
1996,
Blnh
ThQ
2003
M6
hlnh cha't
lu'Qng
dich
Vl;l
Va
S\1'
thoa
man
CUa
khach
hang
du'QC
trlnh
bay

trong
phl;lll;IC
1.1
Trong
van
nay'
vit$c
nghien
CUu
cha't
lu'Qng
dich
Vl;l
HK
cung
se
du'QC
thvc hit$n
theo
mo hlnh 5 thanh
phgn
ly thuye't chung n6i tren,
c6
cti€u chinh
va
danh
gia
sv
tac d()ng cua chung d6i voi
sv

thoa
man
khach
hang
trong ngfmh HK.
1.1.1.2Khai ni?m chdt
lw;rng
dtch V¥
himg
kh6ng
Cha't
lu'Qng
dich
Vl;l
HK
la cha't
lu'Qng
cua
cac
san
phffm
va
dich
Vl;l
cung nhu'
phu'ong thuc rna
cac
hang
HK
cung ca'p cho khach hang

Quy
trlnh
phl;lc
Vl;l
khach
duong
HK
g6m
cac
bu'oc:
1.
Ban
ve : tfnh gia va xua't ve cho khach(
Reservations)
2.
86n
khach,
lam
thu cho
khach
t(;li
san
bay(Check-in)
-
7-
3.
Ph1,1c
Vl,l
khach
tren

chuye'n
bay(
In-flight
service)
4.
Phl,IC
Vl,l
khach
san
bay
de'n
(Check-out)
5.
Thong
tin
va
cac
dich
V\1
mai
sau chuye'n
bay
(Informations)
Chu6i
gia
tri
cua
VietNam
Airlines
cht<;ic

trlnh
bay
trong
ph\lll,lc
1.1
a
1.1.2 Chizt lu(fng djch V{l hang kltong
va
Slf
pluit triin nganlt hang kltong.
Cling
voi
S\1'
phat
triSn
cua
HK
the' gioi,
quan
diSm
cha't
ht<;ing
dich
V\1
HK
ciing
c6
nhii'ng
thay
d6i nha't

dinh
va
d6la
vii khi
tranh
cua
cac
hang.
+ Nhii'ng
nam
50
cua
the'
ky
20:
cac
hang
HK
CStnh
tranh
co
sd
tfrng
-
Cac
phu'ong
tit$n
tai c6 t6c
d9
nhanh,

tie't
kil$m
thC:Ji
gian
la
may
bay
-
Xay
d\l'ng
san
bay
c6
sue
chua
IOn
phl.)c
vl.)
tit$n
+ Nhii'ng
nam
60
cac
hang
HK
tranh
lich trlnh
bay
-
Cac

hang
HK
md
r9ng
luoi
du'C:Jng
bay
Wi
nhii'ng
dia
IOn
va
n6i
tie'ng,
tit$n
cho
cac
di
lSti
thu hut khach
hang.
C6
du'C:Jng
bay
th£ng,
khong
phai
ghe
qua
cac

trung gian.
GiC:J
khCii
hanh
tit$n.
+
Nhung
nam
70: tranh
chung
may
bay
- C.ic
hang
sll'
dt,mg
cac
may
bay
hil$n
dSti
nha't nhu'
Boeing
707, 727,
DC
-
10,
Lockheed

cua

cac
cong
ty che'
may
bay
c6 uy tin.
Uy
tin
cua
hang
HK
ph!.)
thu9c
IOn
vao
may
bay
rna
hQ
slt
dl.)ng
dS
chuyen
chd
khach
+ Nhii'ng
nam
80:
CStnh
tranh

san
ph§'m
phl.)C
V\1
tren
may
bay
-
Cac
hang
dua
len
may
bay
cac
trang
thie't bi,
tit$n
nghi
ph\lc
VI.)
nhu' dil$n
ghe'
ng6i
hil$n
hi$
th6ng
giai
tri
-

HQ
khong
ngung
nang
cao,
cai
tie'n cha't
lu'<;ing
va phu'ong thuc trlnh
bay
thuc an,
thuc
u6ng
phl.)c
VI.)
hanh
khach.
+ Nhii'ng
nam
90 : tranh dich
V\1
va
phu'ong thuc
cung
ca'p dich
V\1
-
Luc
nay
du lich

may
bay
trd
len
giii voi
mQi
ngu'di, ye'u
t6
dich
V\1
ngay
cang
trd
len
quan
trQng hon,
day
la ly do chinh dS
khach
1\l'a
chQn
hang
HK.
-
M\lC
tieu
Cc:tnh
tranh
da
chuySn

sang
cac
dich
VI.)
ph\lC
V\1
tren
may
bay
va
bil$t la phu'ong thuc cung ca'p dich
VI.).
Day
la ye'u
t6
con
nguC:Ji.
Ngu'C:Ji
phl.)c
VI.)
- 8 -
da trd
thanh
ye'u
t6
quye't dinh
va
chinh
hQ
la ngu'oi

ra
Sl,l'
khac
gifi'a
cac
hang
HK
voi nhau.
+
Buoc
sang
the'ky
21:
tu
nam
2000
de'n 2015:
-
Lien
ke't
cac
hang
Ion voi nhau
doc
khai thac
cac
tuye'n
xuyen
h,1c
dia.

-
co
cua
luoi duong
bay
gia
tang.
-Trang
bi
may
bay
sieu
bay
nhanh, trQng tai
IOn,
du nghi,
dich
Vl.J,
Va
bay
kh6ng
ngung
(non-stop)
-
th6ng
thong tin
du<;jc
n6i
theo
rong

va nhanh.
-
Tl,l'
dong
hoa
cac
thu tvc cho
khach
hang
-Y
e'u
t6
con nguoi trong phudng thilc
dua
dich vv de'n
khach
hang
du<;1c
chu trQng.
1.2
Cac
ly thuye't
danh
gia
cha't
lu'Q'ng
dfch
Vl,l
va
cha't

lu'Q'ng
dfch
Vl,l
HK.
1.2.1 Cac
ly
thuytt
danh gia chili
lzt(hzg
djch
·-·
Tren
the' gioi, cac ly thuye't
danh
gia cha't
lu<;1ng
dich
vv
cling
dli<;Jc
c?p
de'n
kha
N goai
Parasuraman
&ctg danh gia cha't
lu<;1ng
djch vv
theo
5 ye'u

t6
c?p
(J
tren thl con c6
tac
gia khac nghien cilu
van
nay.
v oi
Lehtinen
va
Lehtinen
cho
ding
cha't
lu'<;jng
dich
Vl.J
phai
du'<;jc
danh
gia
tren
2
khia
la
qua
trlnh
cung
cap

dich
Vl.J
va ke't
qua
cua
dich
Vl.J.
Con
Grouroos cling nghi
hai
linh
Vl,l'C
cua
chat
lu'<;jng
dich
Vl.J
d6
la cha't
lu'<;jng
ky
thu?t
va
chat
lu'<;Jng
chuc nang.
Chat
lu<;1ng
ky thu?t
lien

quan
de'n nhung gl
du<;1c
'
phl.JC
Vl,l
Va
chat
lu'<;jng
chile
nang
n6i
len
Chung
dli<;jC
phl,IC
Vl,l
nhu' the'
nao
[I12,trang 6].
d Nam,
danh
gia
chat
lu<;1ng
dich vv cling
du<;1c
nha
nghien
cll'u

c?p
de'n trong nhung llnh
vl,l'c
Cl,l
nhu
nghien
cll'u
chat
lu<;1ng
dich
Vl,l
trong llnh
Vl,l'C
vui chdi giai tri
ngoai
troi
cua
tie'n
Sl
Dlnh
ThQ
va
cac
tac
gia
nam
2003, trong d6 tac gia
da
dua
ra

m6
hlnh chat
lu<;1ng
dich
Vt,I
vui chdi
giai
tri
ngoai
troi
Nam
g6m
4
thanh
chinh la: Mile
de)
dap
ilng, mile
de)
tin c?y,
muc
do
d6ng
cam
va
phuong
hfi'u
hlnh. Tuy
v?y
chi c6 2 thanh

- 9 -
chinh
tqO
nen
Sl;l'
thoa
man
khach
hfmg la
muc
dQ
dap
ling
Va
phuong
hii'u
hlnh.
Cfing trong
nam
2003,
m<)t
nh6m
nha
nghien
CUu
cua
Truong
Di:;li
hQC
Kinh

te'
TP.HCM
da
tie'n
hanh
do Iuong chfft
lu<;5ng
dich
V\1
xe
buyt
cong
c<)ng
t1:;1i
TP.HCM
trong
d6
chi
ra
c6
4 ye'u
t6
tqO
nen
chfft
lu<;5ng
dich
V\}
xe
buyt

cong
CQng
la:
f)<)
tin
c?y;
Thong
tin v6 gio giffc tuye'n duong;
Nang
ll;l'c
ph\}C
V\}
cua
nhan
vien;
Cac
trang
thie't bi
v?t
chfft. Nhung trong
giai
do1:;1n
nay
chi
c6 2
ye'u
t6
chinh
la
Thong

tin
va
Trang
thie't bi
v?t
chfft
t1:;10
nen
s\f thoa
man
cua
khach
hang
khi sll' dl;lng dich
V\1
xe
buyt
cong
cong
t1:;1i
TP.HCM
rna thoi.
1.2.2 Cdc
lj
thuytt
ddnh gia chii't lu(lng djch V{l
himg
khong.
Tren
the' giOi da c6

nhi6u
ke't
qua
nghien
cuu
danh
gia chfft
lu<;5ng
dich
V\l
cua
cac
hang
HK.
Tuy
v?y
danh
gia
nay
du<;5c
thl;l'c
dl;l'a
tren
nhung
chi
tieu
khac
nhau
ho?c
chi

danh
gia
mot
m?t
nao
d6
cua
dich
V\1
HK
rna thoi.
Hang
nam,
Skytrax
Research
(STR),
m<)t
t6
chile
hang
the' gioi
chuyen
nghien
cliu
v6
HK
tqi
London
(Anh)
d6u

thl;l'c
nghien
CUu
chfft
lu<;5ng
dich
V\}
cua
cac
hang
HK
dua
ra
xe'p
h1:;1ng
cua
mlnh.
Mot
trong
nhung
danh
gia
t6ng
quat
nhfft
cua
STR
thl;l'c
hang
nam

la
xe'p
h1:;1ng
cac
hang
HK
theo
tieu
chuffn
tu
1
sao
de'n 5 sao.
Nghien
cliu
nay
dl;l'a
tren
danh
gia
cac
chi tieu v6
chat
lu<;5ng
h6n
h9p
CUa
san
phffm
Va

dich
V\}
CO
ban
theo
tieu chuffn
qu6c
te' cfing
nhu
v6
nhan
vien
rna
cac
hang
cung
cffp cho
khach
hang
tren
cac
chuye'n
bay
va
ca
(j
cac
san
bay.
Bang

1.1 : tfnh cha't
lu'Q'ng
san
<ijch
Vl)
xe'p
cac
hang
HK
5 sao 4 sao
3 sao
2sao
1 sao
<*****)
<****)
<***)
<**)
(*)
-
Cao
nhfft
- T6t
(good
-Trung blnh
-Ngheo
nan
-Qua
ngheo
-
On

dinh
cao
quality)
hQp
ly
(fair
-Dich
V\}
nan
(very
dich
Vl,l
nhan
,quality)
khong
6n
dinh
poor
quality)
vi
en
(Ngudn: Tdc gid
tl:(
to'ng
h(fp
tit
-
10-
Hang
HK

d<;tt
tieu chuffn 5
sao
con
phai di trong tie'n
san
phffm dich
Vlf
va
du'<;c
cac
hang
khac
hQC
theo. Clf th€ cac chi tieu
danh
gia
xem
phv
Ivc 1.2
N
goai
ra
hang
nam,
STR
cling
danh
gia xe'p
h<;tng

cho
cac
hang
HK
voi
cac
giai thu'dng "Airline
of
the
Year",
slf danh gia
nay
dlfa
vao
y kie'n
cua
khach
hang
tren
kha:p the'
giOi
cha't lu<;ng dich
Vlf
n6i chung
cua
cac
hang
HK.
Nam
2004

giai
thu'dng
nay
du'QC
du'a
ra
tren
Cd
sd blnh
ChQn
cua10.821.215
y kie'n
(nam
2003
chi c6
khoang
4,4
tri<%u
y kie'n)
tu
hdn 90
qu6c
gia
khac
nhau,
va
ke't
qua
chung
cu(>c

c6 5
hang
HK
dung nhu'
sau
:(!)Singapore
Airlines; (2)
Emirates
Airways;(3)Cathay
Pacific Airways;(4)Qatar
Airways;(5)Thai
Airways.
Hay
nhu'
c6
th€
k€
de'n ly thuye't
danh
gia cha't
lu'<;ng
dich
Vlf
HK
cua
cac
chuyen
gia
thu(>c
Truong

E><;ti
h9c
T6ng
h<;p
Nebraska
cl'1a
Ohama
va
tru'ong
d<;ti
hQc
T6ng
h<;p
Wichita (My).
HQ
danh
gia cha't
lu'<;ng
dich
Vlf
cua
cac
hang
HK
My
dlfa
tren
cac
chi tieu chu ye'u sau: 1-Chi
sO'

dung gio
cua
cac
chuye'n
bay;2-
Ty
1<%
phan
nan
cua
khach;3-
Ty
1<%
hanh
ly bi tha't
l<;tc;4-
Ty
1<%
hanh
khach
bi
tu
ch6i
khi
hQ
de'n
mu(>n
khi
may
bay

bi Va cac
hang
HK
du<;c
tham
gia
blnh
chQn
phai
c6
it
nha't 1% thi chuy€n khach
n(>i
dia. Ke't
qua
tra
thu
14
nam
2003
xem
phv
Ivc 1.3
1.3
Cac
ye'u
tO'
danh
gia
cha't lu'Q'ng cijch Vl}

HK
va
srf
thoa
man
khach
hang
1.3.1 Phttdng phap nghien
c-uu
chl{t llt(lng djch
hlmg
khong.
Ban
van
nghien
cli'u cha't
lu<;ng
dich vv
HK
du<;c thlfc
hi<%n
qua
hai
buoc
chinh
la
nghien
cli'u
sd
b(>

va
nghien
cll'u
chinh thuc:
+
Nghien
ctru sa
b(>:
E>uqc
th\l'c
hi<%n
thong qua
phuang
phap
nghien ctru dinh
tinh,
Str
dvng k)' thao
nh6m
Va
tay doi
b6
sung
mo
hinh
thang
do
chfrt
luqng
dich

Vl,l
HK
va
S\1'
thoa
man khach hang
(Xem
phl,l
ll,lC
1.4).
BO'n
hai
khach
hang
da
sii'
dvng
dich
Vlf
HK
du'QC
llfa chQn
d€
thao
Nghien
CUu
nay
dlf<;5c
thlfc
hi<%n

t<;ti
TP.
HCM
va
Ha
N(>i
trong thang 7/2004.
+
Nghien
ctru chinh
thuc
:
E>uqc
th\l'c
phuang
phap nghien ctru
d:!nh
luqng.
thong
qua ky
phong
vfrn
tf\l'c ti€p khach hang
v6i
tra
lai
bang
diu
-
11

-
hoi
danh
gia
ve
luqng djch
V\1
HK
cua
VNA.
Nghien
cU'u
nay
du'c;Jc
thl;l'c
hi<$n
Ha
N<)i
va
TPHCM
vao
thang 8
va
9/2004.
S6
li<$u
du'<Jc
xU'
ly tren phfrn
SPSS

voi
vi<$c
sii'
d1;1ng
cac
phu'ong
phap
phan
tich
Nhan
t6
kham
pha
(EFA),
H6i
quy tuye'n tinh,
ANOV
A,
Independent
Sample
t-test
1.3.2 Quy trinh
nghien
czlu
chflt
lzt(Jilg
djch
himg
khong.
Quy

trlnh
nghien
cU'u
bao
g6m
nhil'ng
buoc
sau
day: 1-
Xay
d\}'ng
thang
do,
2-EMnh gia
thang
do thong
qua
phan
tich
h<$
s6 tin
cronbach
alpha
va
phan
tich
nhan
t6
kham
pha

EFA, 3-
Phan
tich m6i
quan
h<$
giil'a
cac
thanh
phfrn cha't
lu'c;Jng
dich
Vl;l
HK,
4-
Phan
tich m6i
quan
h<$
giil'a cha't
lu'c;Jng
dich
Vl;l
HK
va
S\l'
thoa
man
cua
khach
hang,

5-
Phan
tich
cac
thUQC
tinh
khach
hang
anh
hu'dng toi
cha't
111(/ng
dich
Vl;l
HK.
1.3.3 Xay
thang
do
1.3.3.1 Thang do cht{t
lu(Jng
djch himg khong.
Thang
do
du'(/c
xay
d\}'ng
tren
co
sd
ly thuye't chfft lu'(/ng dich

Vl;l
va thang
do cha't
lu'c;Jng
dich
Vl;l
da c6,
c1;1
th€ la
thang
do
SERVQUAL
va
ly thuye't stf
thoa
man
cua
khach
hang
(Xem
ph1;1
l1;1c
1.5).
Tuy
nhien,
do thu
cua
tung
nganh
dich

Vl;l
khac
nhau
rna
thang
do
nay
du'c;JC
chinh
cho
phu
hc;Jp
VOi
lfuh
vvc dich
Vl;l
cua
nganh
HK.
Vi<$c
chinh
nay
du'c;Jc
thl;l'c
hi<$n
thong
qua
phu'ong
phap
dinh tinh voi

vi<$c
thao
voi
m9t
m§u
g6m
12
khach
hang
(6
nam,
6 nu) thu'ong
xuyen
sii'
d1;1ng
dich
Vl;l
HK
TPHCM.
Ke't
qua
nay
du'<Jc
sii'
d1;1ng
d€
chinh
thang
do
SERVQUAL

n6i
tren
cho
phu
h<;5p
voi
nganh
HK;
va
n6
du'gc
gQi
la
thang
do
SERVQUAL_HK1
bao
g6m
49
bie'n
quan
sat
tu
v_01 de'n
v_
49
(Xem
ph1;1
l1;1c
1.6).

Sau
d6
thang
do
SERVQUAL_HKI
du'<Jc
th\}'c
hi<$n
tie'p
voi
vi<$c
thao
tay
doi
voi
mQt
m§u
g6m
30
khach
hang
(
20
TPHCM
va
10
Ha
N<)i)
da
sii'

dl;lng dich
Vl;l
HK
va
ke't
qua
la
c6 4 bie'n
quan
sat
bi
bo
(G6m
bie'n v_27,
v _ 4 7, v _ 48, v _ 49) .
Co
sCi
d€ bo la hfru he't
nhung
nguoi dtroc
phong
va'n
-
12-
cho
ding
chung khong quan trQng d6i voi
hQ hQ
khong
quan

tam
toi
chung
khi slt
dt,mg
djch
Vl;l
HK. Sau khi
lo<;ti
bo cac bie'n
nay
thl thang do cha't
lu'(/ng djch
V\1
HK
con
l<;ti
45 bie'n
quan
sat, do htong 5 thfmh phfin
cua
n6.
Thang
do
nay
du'QC
Slt
dl;lng
d§
nghien

CUu
djnh lu'(/ng tie'p
theo
Va
n6
du'QC
gQi
la
SERVQUAL_HK
2(Xem
phl;lll;lc 1.7).
1.3.3.2 Thang do mac dq thoa man cua khdch himg
Sl;l'
thoa
man
cua
khach
hang
duc;c do
luang
muc
do
hai
long t6ng
quat
cua
khach
hang d6i voi djch
Vl;l
HK.

Thang
do
S\1'
thoa
man
khach
hang
trong bai
vie't
nay
dl;l'a
vao
co
sd
do lu'ong cua
Hayse
[I12,trang 24],
g6m
4 bie'n
quan
sat
(tu
v-
46
de'n
v-
49) do lu'ong muc do hai long t6ng
quat
cua
khach

hang d6i voi
nhan
vien
da't, tie'p vien, trang thie't
bi
va dich
Vl;l
cua
mot
hang
HK
(Xem
phl;lll;lC
1.7)
1.3.4 Nghien
cz{u
clzinh thuc chf{t
lzt{lng
djclz
himg
khong.
1.3.4.1 lvtliu nghien cau
Mciu duc;c chQn theo phu'ong
phap
chQn
mciu theo
xac
sua't. Kich thu'oc
mciu
theo

kinh la theo tieu chu£n 5:1 tuc la 5
mciu
cho
mot
bie'n quan
sat
[I12,trang 25]. Nhu' nghien
CUu
nay
g6m
45 bie'n
quan
sat
nen
kich thu'oc
mciu
xac
dinh t6i thi§u la 45 x 5 = 225. Vl kich thu'oc
mciu
ra
cho nghien
cll'u
nay
la N = 330.
D§
d<;tt
duc;c kich thu'oc
mciu
n6i tren, 350
bang

cau hoi
da
duc;c
phat
ra.
Sau
khi thu va
ki§m
tra c6 14 bang bi
lo<;ti
do c6 qua 6 tr6ng. Cu6i cung
336
bang
cau
hoi
hoan
ta't
dU'QC
su
dl;lng.
Dfi'
du'QC
va
xi't
ly tren phfin
SPSS
10.0
1.3.4.2 Thong tin mdu
Trong
336

khach
hang duc;c phong va'n c6 161 khach
hang
duc;c
phong
va'n
t<;ti
Ha
Noi( chie'm 48%), 175 khach
hang
duc;c phong va'n
t<;ti
TP.HCM
( chie'm
52%).
C6
309
khach
hang la nguoi s6ng
t<;ti
Nam
(chie'm 92%), 27 khach
hang
la ngu'oi
Nam
s6ng
C!
nu'oc ngoai (chie'm
8o/h).
C6 95

-
13-
khach
hfmg
moi
chi
sli'
dl,Ing
dich
V\1
cua
VNA
(28%), 241
khach
hfmg
da
sli'
dl,Ing
dich vv
cua
hang
HK
khac nhau(72%).
gioi tfnh
CO
179 khach
hang
dl1QC
phong
vcfn

la
nu
chie'm 53%,
157
khach
hang
dl1<!c
phong
vcfn
la
nam
chie'm 47
%.
thu
nh?p
c6 142
khach
hang
du<Jc
phong
vcfn
thu nh?p blnh qw1n toi 2,5
tri<$u
d6ng/
thang
(42%), 148
khach
hang
dl1QC
phong

vcfn
thu nh?p tlt 2,5 de'n 5
tri<$u
d6ng/thang
(44%),
Va
46
khach
hang
c6
thu
nh?p
tren 5
tri<$u
d6ng/thang (4%).
hQc
vcfn
c6
61
khach
hang
trlnh
do
duoi
dc.ti
hQc
(18%
),
275
khach

hang
trlnh
do
tu
dc.ti
hQc
tro len(82%
).
1.3.5 Phiin tich s{ftin c/jy cronbach alpha
Bay
la bl1oc d§u tien
danh
gia thang do
loc.ti
cac
bie'n
rae
trl1oc,
trong
phan
tich nay, cac bie'n c6
h<$
s6
tl1ong
quan
bie'n t6ng (item-total
correlation)
nho
bon
0,3

se
bi
loc.ti
va tieu chwfn chQn thang do la khi n6 c6
HI$
s6
tin
c?y
alpha
tu
0,6 tro len [I12,trang 28].
1.3.5.1 Thang do chat
lUQ'ng
dich V{l
Ket
qua
phan
tich
h<$
s6
tin c?y cronbach
alpha
cua
thang
do
chcft
ll1<Jng
dich
V\1
dl1<;5c

trlnh
bay
trong phl,Ill,Ic 1.8
Tcft ca
cac
thanh ph§n
chcft
ll1<;5ng
c6
cronbach
alpha
kha
Ion, nho nhcft
la
thanh
ph§n
tin
c?y
la 0,8419 (
v§:n
IOn
hon 0,6)
nen
d<;tt
tieu
ra.
HI$
s6 tuong
quan
bie'n t6ng

cua
tcft
ca
cac
bie'n trong
cac
thanh
ph§n
cha't
ll1<;5ng
cling
kha
Ion, nho
nhcft
Ia
cua
bie'n v _32 = 0,4879
va
v _08 = 0,5309 (
v§:n
IOn
bon
0,3)
nen
d<;tt
tieu ra.
Nhl1
v?y
tcft
ca

cac bie'n
dl1QC
sU'
dvng
trong
phan
tich
EFA
tie'p
theo
1.3.5.2 Thang do muc d9 thoa miin cua khach himg
HI$
s6
cronbach
alpha cua
thang
do
muc
do
thoa
man
khach
hang
d<;tt
gia
tq
kha
cao
la 0,8878. Hon nua
h<$

s6 tl1ong
quan
bien
t6ng
cua
cac
bie'n do Iuong
khai
ni<$m
nay
cling
rcft
cao ( nho nha't la bie'n
v-
48 = 0,7142)
nen
ta't ca
cac
bie'n
nay
dl1<;5c
sll'
dl,Ing
trong phan tich EFA tie'p
theo
(Ke't
qua
xem
phl,Ill,Ic 1.8).
-

14-
1.3.6
Phlin
tfch
nhlin
ttfkhdm
phd
EFA
Phuong phap trich
s6
stl'
dt,mg
trong phan tich nay
la
principal
aXIS
factoring voi
phep
quay promax va dung khi trich
cac
ye'u t6
c6
eigenvalue
la
1.
Tieu
cha'p cac bie'n do lu'ong la chung phai
c6
trQng
s6 (factor

loading)
tu
0,4 trd
len
va thang do du'qc cha'p khi khi t6ng phu'ong sai trich
IOn
hon 50% [I12, trang 28]
1.3.6.1 Thang do
chat
lu(Jng
djch V{l
Ke't
qua
phan
tich EFA ciia thang do cha't lu'qng dich
V\1
HK
du'qc trlnh bay a
phl;lll;IC
1.9
Khi
phan
tich EFA bu'oc
1,
ta tha'y c6 7 ye'u t6 du'qc trich t?i eigenvalue =
1,080
va
phu'ong sai trich du'qc la 58,674%. Tuy nhien cac bie'n v_07, v_10,
v_l1,
v _30, v _39, v _ 45

c6
trQng
s6
khong
d?t
yeu
c:iu (nho hon 0,4)
nen
bi
lo(;d.
Ta
tie'p
tl)c
phan
tich EFA sau khi
lo(;li
cac bie'n nay.
Phan
tich EFA bu'oc
2,
ta tha'y c6 6 ye'u t6 trich du'qc
t(;li
eigenvalue=
1,054
va phu'ong
sai trich du'qc la 57,668%. Tuy nhien cac bie'n v_19, v_40 c6
trQng
s6
1
khong

d(;lt
yeu
c:iu (nho hon 0,4) nen
bi
lo(;li.
Ta
tie"p
tl;lc
phan tich EFA sau khi
lo(;li
cac bie'n nay.
Phan
tich EFA bu'oc
3,
ta tha'y c6 6 ye'u t6 trich du'qc
t';li
eigenvalue=
1,037
va phu'ong sai trich du'qc la 58,250%. Tuy nhien bie'n v _09 c6 trQng
s6
khong
d(;lt
yeu
c:iu(nho hon 0,4) nen
bi
lo(;li.
Ta tie'p
tl;lc
phan
tich

EFA
sau khi
lo(;li
bie'n nay.
Phan
tich EFA bu'oc 4, ta tha'y c6 6 ye'u t6 trich du'qc
t(;li
eigenvalue=
1,037
va phu'ong
sai trich du'qc la 58,165%.
Va
ta't
d.
cac bie'n dSu
c6
trQng s6
d(;lt
yeu
c:iu (Ion hon 0,4)
nen
du'qc
stl'
dl;lng
lam
thang do cha't lu'qng dich
V\1
HK
va trong
cac

phan
tich tie'p theo.
Ke"t
qua nay
du'QC
trong
bang
1.2
Bang
1.2 : Ke't qua phan tfch EFA cua thang do cha't htqng dich
V\1
HK
Bie'n quan
sat
Ye"u
t6
1
2
3 4 5 6
I
v
01
I
0,722
-
15
-
v 02
0,660
v 03

0,592
v 04
0,668
v 05
0,604
v 06
0,538
v 08
0,592
v
12
0,539
v
13
0,623
v 14
0,762
v
15
0,575
v
16
0,478
v
17
0,610
v
18
0,606
v 20

0,453
v
21
0,513
v 22
0,471
v
23
0,737
v 24
0,885
I
v
25
0,738
I
v 26
0,823
v
27
0,619
v
28
0,824
v 29
0,767
v
31
0,498
v 32

0,564
v 33
0,473
v 34
0,799
v 35
0,807
v 36
0,698
v 37
0,595
v 38
0,448
v
41
0,891
v 42
0,891
v 43
0,908
v 44
0,743
EigenValue
15,325 2.553
1.746
1,584
1,107 1.037
Phuong sai trich(%) 41,471
6.004
3.656 3,351

1,900 1,782
Cronbach Alpha 0,9083
0,8736 0,9175
0,8182
0,8814
0.8948