Đo lường chất lượng dịch vụ vui chơi giải trí ngoài trời tại TP HCM

BQ GL.\.0 D{)C VA DAO T~O
TRUONG D~I HQC KINH TE TP. HO CHi YIINH

******

cUu KHOA HQC

DE TAI NGHIEN

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DO LUONG CHAT LU<)NG DlCH V1J VUI
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CH0I GIAI TRI NGOAI TRdi T~I TP. HCM

MA SO: CS2003-19

Chu nhi~m d~ tfli

Nguyen 8lnh Thq

Thanh vien nghien cuu
Ngo Thi Anh, Nguyen Thi Bich Cham,
Phan Thi Minh Chau, Triri Kim Dung, Phan Thi Thu Httdng,
Tdn Nam Hudng, Le Vi~t Hung, Ph<:tm Xuan Lan, Bui Thi Thanh,

-1

Ng'Jyen Quang Thu, Hoang Lam Tjnh, E>inh Phuqng Vttdng

Thang 7 nam 2003
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l.YIUC LTJC
Mt,Jc

h:~c

u

Oanh ml:lc d.c bang

v

Danh mt,IC each hinh

VI

Tom dt

VII

Chuang 1: TONG QUAN .................................................................................... 1
..r-

1.1 Gidi

.·. . .

thi~u

............................................................................................................. !

1.2 Muc tieu nghien cti'u ............................................................................................ 3
1.3 Phudng phap va ph~m vi nghie n cti'u ................................................................... 4
... cua

• ng h'.
. ....................................................................... . 5
1.4 Y. ng h-1a th tfc t1en
1e n cuu
A'
A'
• b'
,) ......................................................................... . 5
.
etcaucua
aocaong h'A
1encuu
15K
0

Chuang 2: CHAT LVQNG D~CH VU VA Stj THOA MAN

eli A KHACH HANG ......................................................................................... 6
2.1 Gidi thieu ............................................................................................................. 6
2.2 Cha't 1u'<;jng djch Vt,I ............................................................................................... 6

2.3 Cha't lt!<;jng djch

Vt,I

va SU' tho a man ciia kh
2.4 Tom tift ............................................................................................................... 14
Tf
'

"
0]' U ..................................................... 15
Chuang 3: PHuONG
PHAP
NGHIEN

'
3.1 Gidi

thi~u

............................................................................................................ 15

3.2 Thie't kt!' nghien cuu ........................................................................................... 15
3.3 E>i~u chinh thang do ........................................................................................... 18
3.3.1 Thang do cha't lttqng djch Vt,I SERVQUAL.................................................. l8

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3.3.2 E>o lu'CJng muc dq thoa man cua khach hang ............................................... 24

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3.4. Nghien cUU chinh thuc ...................................................................................... 24

.·

3.4.1 M~u ............................................................................................................. 25
. mau
X
3 .4 ·-?"Th"ong tin
............................................................................................. "'5
_

3.5 T6m t~t .........•.............................•......••............................................................... 26

ii


Chuang 4: KET QUA NGHrEN CUU ............................................................... 27
4.1 Gidi thi~u ......................................................................... ." ................................. 27
4.2 E>anh gia sd b4.2.1 H~

s6 tin c~y Cronbach alpha ..................................................................... 28

4.2.1.1 Thang do cha't h.t<;ing djch Vl;l ................................................................ 28
4.2.1.2 Thang do muc d
4.2.2 Phan tich nhan t6 kham ph a EFA ................................................................ 30
4.2.2.1 Thang do cha't lu'<;ing djch Vl;l ................................................................ 30

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4.2.2.2 Thang do muc d4.2.2.3 E>i~u chinh mo h1nh nghien cuu ............................................................ 33

4.3 Kie'm djnh thang do biing phan: tich CFA ........................................................... 34
4.3.1 Thang do chit lu'<;!ng djch ~ ....................................................................... 36
4.3.2 Thang do mt1c d4.4 Kie'm djnh m6 h1nh ly thuye't ............................................................................. 39
4.4.1 Kie'm djnh muc

dq phu hdp cua m6 h1nh va gia tri phan bit;t.. ................... 39

4.4.2 Kie'm tra u'ck lu'<;!ng m6 h1nh ly thuyet b~ng phu'dng pha p bootstrap .......... 41
. . .g1a
• th uyet
.- ................................................................................•'J_
4.4.J"'K··'
1em ngh1em

-.

4.5 Tom

uil ............................................................................................................... 45
•

Chuang 5:

YNGHIA VA KET LUAN .............................................................. 46

5.1 Gidi· thi~u ............................................................................................................
46
.
.
.., K"'t
, cua
' ng h'.;.
...,. .....................................................
.
e qua• c·h,m h Va:>. d'ong gop
1en cuu
. 47
5 ·-·
5.2.1 Mo hlnh do lucrng ........................................................................................ 47
- '}'} y:<
•' ................................................................................. . 49
::>.-·e mo"h'nh
1 1'y th uyet.

·"'

5.3 H~n che ctla nghien cuu va httdng nghien cuu tie'p theo ................................... 50

.-

' -

-·

••

PHV Ll,JC .......................................................................................................... 52
Pht.Ill_lc 1: DAN BAI THAO LUAN TAY E>OI ....................................................... 53
• CAU
" HOI
. NGHIEN
" CUU E>TNH LVrPhl;lll_lc 2: BANG
y
................................. 54
Phl;lll:lc 3: KIEM NGH$M PHAN PH6r cAc BIEN QUAN sAT ........................ 56
Pht.I ll_lc 4: GIA TRT Vdc LVQNG cAc M6I QUAN

r-n; TRONG MO HINH

L Y THUYET (chua chuffn h6a) ............................................................................... 57

iii


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Phl,lli,!C 5: PHAN PHOI BOOTSTRAP .................................................................... 58
Ph1,1 l1,1c 6: PHVONG SAl CAC SAl SO

VA

KHAI NJ$M DQC L.~P DO ML

Vdc LVQNG TRONG MO HINH L Y THUYET ................................................... 59
Ph1,111,1c 7: cAc ~so PHD HQP cuA M6 HiNH
Phi,! l~,!C 8: MA TRAN Hl$P PHVONG SAl SAl
HINH

•·

LY THUYET ........................ 6o

so CHUAN HOA cu A MO

LY THUYET ................................................................................................. 61

Pht,~ 11,1c 9: MA TRAN HJtP PHVONG SA~ SO TVONG QUAN CU A CAC
BIEN QUAN SAT··································································································· 62

Tai lieu tham khao ............................................................................................ 63

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D ANH Ml)C CA c HINH
Hlnh 2.1: Mo h.lnh chfit h.t<;1ng djch Vl,l •••••.••••.••....••••••••.••.••....•....•••.........•.••••..•.•••••••••••••• 7
Hlnh 2.2: Mo hlnh chat lt1<;1ng djch Vl,l va st,t tho a man cua kh
-'

~

Hlnh 3 .I: Qui tnnh nghie n cti'u ..................................................................................... 17
Hlnh 4. I: Mo h1nh ly thuye't da di~u chinh .................................................................. 34
Hlnh 4.2: Ke't qua CFA cua thang do cha't ludng djch v~ (chuin h6a) ........................ 38
Hlnh 4.3: Ket qua AMOS ctia mo hlnh ly thuyet (chuin h6a) ................................... .40

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DANH MTJC CAC BANG

Bang 3.1: Tie'n d(l thlfc hi<$n de nghien cuu ............................................................... 16
Bang 3.2: Thang do SERVQUAL ................................................................................ 19
Bang 3.3: Bien quan sat ctla thang do SERVQUAL di~u chinh b6 sung l&n ! ............ 20
Bang 3.4: Thang do SERVQUAL da di~u chinh l&n 2 ................................................ 23
Bang 3.5: Thang do muc d(l thoa man ctla khach hang ............................................... 24
Bang 4.1: Cronbach alpha ctla cac thanh ph:ln thang do chdt luqng djch v~ ............... 29

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Bang 4.2: Cronbach alpha ctla khai ni<$m muc d(l thoa man ....................................... 30
Bang 4.3: Ket qua EFA ctla thang do chat lll'qng djch v~ ............................................ 31
Bang 4.4: Ket qua EF A ctla thang do mue d(> tho a man etl a khach hang ................... 32
Bang 4.5: Ket qua kiim djnh gia tri phan bi<$t gii'la de thanh phlln ciia cha'"t ll.l'qng
djeh

~ .................................................................................................................. 37

Bang 4.6: Ket qua ki6m djnh gia tri phan bi<$t gii'la mue d(> tho a man vade th~tnh
.~.
pnan

cua ch''l
at U'<;1ng d"h
JC

Vl,l ...••••••••••••••••••••••••••••••.•••••••••.••.••.•.•••.••••••.•.•.•••...•.••.•• 41

Bang 4.7: Bang t6m tit ket qua ki~m djnh thang do ................................................... 41
Bang 4.8: Ket qua U'd'e lll'qng bhng bootstrap voi N

= 1000 ......................................... 42

Bang J..9: Ke't qua ki<~m djnh moi quan he gill a de khai nil$ m (chufrn h6a) .............. 43

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Mt,Ic dkh chfnh cua nghien cuu nay la kham pha cac thanh

ph~n

cua chat

hJQ'ng d~ch Vt,l Va do h.tong Chung, CUng nhu' Xem Xet m6i quan h~ giua cac
thanh ph~n cua chat lttqng dfch Vl;l va su' thoa man cua khach hang. Dt,ta vao
ly thuyet V~ chat lu'Q'ng dfch Vt,l, ly thuyet V~ do h.tong Va danh gia do luang
da CO tren thf tru'ong the gioi Va nghien CUU kham pha t<;li thf tru'cJ'ng dfch Vl;l
vui chdi giai tri ngoai troi t?i TP. HCM, nghien cuu nay dua ra m(lt mo hlnh

-·

thang do chat luqng dich Vl;l va m(lt mo hlnh ly thuye't bi~u di~n m6i quan ht$
_,.

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,.-.

•

giUa de thanh ph~n chat luQ'ng djch Vl;l Va muc d(l tho a man CUa khach hang
trong nganh djch Vt,I vui chdi giai tri ngoai troi.
Phttdng ph a p nghien CUll sll' dl;lng d~ ki~m djnh mo hinh do luang va
mo hlnh Iy thuyet baa g6m m(lt nghien cuu sd b(l djnh tinh, dung d~ d~
kham pha, di~u chinh va b6 sung m6 hlnh thang do chat luQ'ng djch Vt,I, va
mot nghien cuu chinh thuc bilng djnh luqng vdi m(lt mau kich thudc n = 307
dG ki~m dinh mo hlnh thang do va mo hlnh Iy thuyet. Thang do duoc danh
gia so b(l thong qua phttdng phap do tin cay Cronbach alpha va phan tfch
nhan to' kham pha EFA va duqc kie'm djnh lC,J.i gia tri va d(l tin c~y thong qua
phuong phap phan tfch nhan t6 kh.ing djnh CFA. M6 hlnh ly thuyet thong
qua phudng phap phan tich cau tnic m6 mang bac hai.
Ket qua ki~m djnh mo hlnh do lttO'ng cho thay, sau khi da b6' sung va

di~u chinh, cac thang do d~u co d(l tin c?y va gia tri cha'p nh~n dttQ'c. Ket

qua ciing cho thay hai thanh ph~n CUa cha luqng djch Vl;l - muc dQ dap lfng
va ky nang

ph~c

Vl;l duqc g(lp thanh m<)t. Nhu v~y. t(;li thj tru'ong cac khu vui

chdi giai tri ngoai troi, chat luqng djch vt,I co the' chi baa g6m 4 thanh ph~n,
d6 la (1) muc d<) dap ling, (2) muc d(l tin c~y. (3) muc d(l d6ng cam, va (4)

phudng tit$n huu hlnh..
Ket qua ki~m d!nh mo hlnh ly thuyet cho thay mo hlnh cling phu hqp

..

vdi du li¢u thi tntCJng. Ket qua ciing cho thay chi c6 2 thanh ph~n cua chat
lttqng djch Yl;l, d6 Ia mlic d¢ dap ling va phttdng tit$n ht1u hlnh Ia 2 ye'u t6
giai thfch cho St,I' thoa man ctia kh~ch hang. Ke't qua nay cho chung ta thay
Ia tuy r~ng khach hang d6ng y Ia c6 4 thanh ph~n t(;lo nen chat lttQ'ng djch
vt,t nhttng trong nganh vui chdi giai tri ngoai trCJi, va trong giai do(;ln hit$n t(;li
vii


trong th! tntong nay, d~ t<~o slf thoa man cho khach hang thl de phuong ti~n
huu hlnh Va mile d(> dap ling CUa djch Yl,l la hai ye'u to' UU tien hang d~U. V1
v?y, cac don Vj kinh doanh Va quan ly nganh djch Vl,l nay, trong giai

do~tn

tntoc mift dn Uip trung vao vi~c cai thi~n hai thanh ph~n nay.
Ke't qua nghien cuu cling g<;1i y cho cac doanh nghi~p kinh doanh djch
vt,~, d~c bi~t Ia djch vt,~ vui choi giai tri ngoai troi, cling nhu cac t6 chuc c6

..

Jien quan den djch Yl,l Ja kh6ng th~ danh gia chat luc;fng djch Yl,l m(>t each
chung chung nhu cha't luqng ctla djch Vl,l nay cao hay tha'p, vv. rna cha't

_,. ~

. -· .

luqng djch Yl,l phai duqc do b~ng m(>t t?p nhi~u thang do d~ do Iuong de
khai ni~m thanh ph~n c6 lien h~ vdi nhau va chung cling t(;lo nen chat luqng
djch v1,1.
Cu6i cling, ke't qua ctla nghien cllu.gop ph~n vao h~ tho'ng thang do
luang cha't Juc;fng djch Vl,l tren the' gioi b~ng each b6 SUng VaO no m(>t h~
tho'ng thang do chat luqng djch v1,1 cho nganh vui choi giai tri ngoai troi tai
thj tntong VietNam, gop m(>t ph~n co sO' cho de nghien ctlu tie'p thea trong
Janh VlfC nay.

_f_

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MS:CS2003-19

CHAT UJcJNG DICH

vu VCGTNT: th~tnh ohfrn va do hrone:

Chu'dng 1
~?

TONG QUAN

· 1.1 Gioi

thi~u

D!ch Vlf ngay cang dong vai tro quan trqng trong n~n kinh te' qu6c dan thong

_

~< qua vi~c t~o ra gia tri dong gop cho n~n kinh te' ciia m.- _. -quan trqng ciia d!ch Vlf, cac nha nghien cuu h~m Him tren the' gidi da t~p trung
:" ~-· vao nghien cuu lanh vtfc nay tli dftu th~p nien 1980 (vd. Gronroos 1984). 0
-

.

Vi~t Nam, thu nh~p ciia ngttoi tieu dung ngay cang dttc;1c d.i thi~n, nen nhu du

ve vui choi giai tri cung gia tang theo. V1 v~y, ca.c khu vui choi giai tri t~i TP.

HCM ngay cang phat tri~n v~ chat cung nhtt v~ ~ttc;1ng. Hi~n t~i. thanh pho da
co han 30 d!a di~m tham quan, vui choi giai tri dtrc;1c cic cong ty du ljch dtta
khach de'n nhtt Bftm sen, H6

Ky

hoa. khu du ljch Blnh Qudi -Thanh Ba, Tao

Elan. Saigon Water park, vv. Cac khu du ljch dtrc;1c diu lu' md rnhi~u c6ng trlnh vui choi, giai tri mdi, hap dan dJ thu hut khach.

Khi c:ic khu vui choi giai tri phat tri~n, ngttoi tieu dung Vi~t Nam ngay
cang co nhi~u co htrd nen kho tinh bon thong qua vi~c doi hoi cao bon, Clf the' nbtt cung each phlfc
Vlf ciia nhan vien va trang thie't b! ciia cac khu vui choi giai tri. Do do, de t~o Slf
hai long cho khach hang, cac khu vui choi giai tri pbai kh6ng ngung di tie'n
' chat lttqng d~ch Vlf de' giu dttqc khach hang cu va thu hut them khach hang moi.
Nhttng djcb Vlf vui choi giai tri phai tho a man nhung tieu chi nao thl dttqc coi Ia

;'-- c6 cha"t lttc;1ng t6t?

N6

life djnh ngh1a va do lttong chat lttc;1ng d~u bat ngu6n tli nganh san

xuat san pbftm hii'u hlnh. Theo trie't ly ciia Nh~t Ban thi cha"t ht<;1ng la .. kh6ng

c6 l6i - lam dung ngay tU' dftu ". Thong thttong d6i vdi san phftm hii'u hinh thi
ngttoi tieu dung danh gia kha d~ dang vi can cu vao hinh dang thiet ke san
phftm, mau sac ciia bao bi, VV. Hay noi each khac ngttoi tieu dung c6 the' so,

ngtl'i, nhin, ho~c ne'm san phftm tru'dc khi mua. Nhttng d6i vdi djch Ylf thl vit$c

_ Nguyen Binh Tho & Nh6rn Gi

MS:CS2003-l9

CHAT LUONG DICH

vu VCGTNT: thanh ohfrn va do lu'ong

danh gia chat htQng cua n6 kh6 khan hon nhieu vl djch Vlf c6 nhii'ng d~c diim
khac vdi san phftm hii'u hlnh. Ly thuye't ve ticp th! djch Vlf cho ding djch Vlf bao
• g6m 3 d~c di€m co ban la v6 hlnh, kh6ng d6ng nhat, va kh6ng

thi tach ly.

Thu nhat, phfrn ldn djch Vlf du'Qc xem Ia san ph:im v6 hlnh. D!ch Vlf
kh6ng

thi din dong, do, dem, t6n trii', thtl'

nghi~m ho~c kiim d!nh tntdc khi

mua, d~ kiim tra chat lu'Qng. Vdi ly do Ia v6 hlnh, nen c6ng ty cam thay rat
kh6 khan trong vi~c tlm hi~u khach hang nh~n thuc nhu the nao v~ djch Vlf va
danh gia chat lu'Qng d!ch v~ (Robinson 1999). Thu hai, d!ch Vlf kh6ng d6ng

.._.·

:. · - nhat, d~c bi~ t d6i vdi nhung djch Vlf c6 ham lu'Qng cao v~ sue lao dQng cua con

.

~ ,_ ngu'oi. Ly do Ia ho<_l.t dQng cua djch Vlf thu'ong thay d6i tU cac nha cung cap d!ch

.

.

•

Vlf, tU khach h~fng, Va chat lu'Qng d!ch V~ CUng Cap Cling khac theo tUng ngay,

r

thang, va nam kinh doanh. Vi~c doi hoi chat luqng d6ng nhat tll' dQi ngu nhan
vien cling se rat kh6 dam bao (Caruana & Pitt 1997). Ly do Ia nhii'ng gi rna
c6ng ty dJ! djnh phlfc Vlf thl c6 th€ hoan roan khac vdi nhii'ng gi ma nguoi tieu

-

dung nhan
duoc.
.
..
Thu hai, san xuat va tieu thl;l do'i vdi nhieu lo'.li hlnh djch Vlf thi khong
th€ tach roi (Caruana & Pitt 1997). Chat lu'Qng cua djch Vlf kh6ng du'QC san
xu<1t trong nha may, r6i chuyin nguyen hi~n tr<_l.ng djch Vlf de'n nguoi tieu dung.
Boi vdi nht1ng d!ch Vlf c6 ham lu'Qng lao dQng cao, vi dlf nhu chatlu'Qng xay ra

_ trong qua trlnh chuy€n giao djch Vlf, thl chat lliQng djch v~ th~ hi~n trong qua
trinh tlidng tac giua khach hang Va nhan vien CUa c6ng ty cung cap djch Vlf
(Svensson 2002). E>6i vdi nhung djch Vlf doi hoi c6 sJ! tham gia it nhi~u ctla
.

ngu'oi tieu dung nhu' djch

r.

v~

hdt t6c, kham chua

b~nh,

thl c6ng ty djch

v~

it

-~ .- thtfc hi~n vi~c ki€m soar, quan ly v~ chat lu'Qng vl nguoi tieu dung anh hudng

. ~- -_ de'n qua trinh nay. Trang tlnh hlnh nay, y kie'n cua khach hang nhu' m6 ta ki€u
~

-~·. t6c cua mlnh mu6n, ho~c b~nh nhan m6 ta cac tri~u cht.i'ng b~nh cho bac SI, Slf
J'

.·.

,

.

tham gia :9 kien cua khach hang trd nen quan trQng doi vdi chat luqng cua ho<_l.t

dt?ng djch Vlf.
Parasuraman & ctg. (1985) da khoi dong nghien ct.i'u v~ chat lu'Qng djch

-

v~ va duqc nhi~u nha nghien ct.i'u cho la kha roan di~n (Svensson 2002). Cac

nha nghien cuu nay d!nh nghia chat lu<;Jng djch Vlfla khoang each giua slf mong

- :-.:guyc:1 9lnh Th9 & Nhom Giang Vien Khoa QTKD. BH. Kinh T~TP. HC'v!


CHAT LVONG OICH

MS:CS2003-l9

vu VCGTNT: thanh Dh
dqi v6 djch v~ cua khach hang va nh~n thuc cua hQ k.hi da stl' d~ng qua d!ch v~,
cuoi cling la dua ra thang do bao gorn 5 thanh ph~n, d6 la ( 1) mac dq tin c~y,
(2) khd nrlng dcip zing, (3) mt(c dq d6ng cdm, (4) nang [fjc phf:LC v~, va (5) cdc
phuong ti?n hilu hznh.

M6i thanh ph~n du<;1c do luang b~ng nhi~u bie'n quan sat,

tdng cc)ng c6 21 bie'n quan sat, va du<;1c gqi t~t la thang do SERVQUAL
(Parasuraman & ctg. 1988). Thang do SERVQUAL la c6ng c~ chu ye'u trong
tie'p th! djch v~ d~ danh gia chat luqng (Parasurarnan & ctg. 1994).
Parasuraman & ctg. (1994) da lien ll.!C ki~m djnh thang do va xem xet cac ly
thuye't khac nhau, va cho r~ng SERVQUAL la thang do d<;it de? tin c?y va gia

tri

va c6 th~ ap d~ng trong m6i tru'ong d!ch Vl.! khac nhau. Tuy nhien, ciing c6

... '

nhi~u nghien cuu chung minh ding cac thanh phftn cua chat lu
d6i theo tung boi dnh khac nhau nhu lo<;1i hlnh djch Vl.!, thj tru'ong, vv. (vd.
Bakakus & Boller 1992; Behara & ctg. 2002).

1.2

:VI~c

tieu nghien cti'u

Nhu da trlnh bay, rn6 hlnh thang do SERVQUAL da duqc ki~m djnh t<;1i nhi€u
th! tru'ong va nhieu nude khac nhau. Tuy nhien, nhi~u ke't qua nghien cuu cho
thay la do'i voi djch v~, m6 hlnh chat lutheo tung nude va tling lo<;1i hlnh djch Vl.!. T<;ii nude ta, chua c6 nhi~u nghien
cuu xay d~ng rn6 hlnh chat luHai Ia, van d~ do Iuong _tr9n_g cac nghien cllu khoa hqc hanh vi chua

duqc phat tri~n ·t~i nude ta cho nen vi<$c do luang chat Iuqng hay thai d~ doi voi
djch Vl.! con

• I. -

,.

a muc

de? so khai. Thong thuong cac nha nghien CUll thu'ong stl'

d~ng each do Iuong rat don gian b~ng each la do Iuong ~c tie'p cac bie'n ti€m

ftn (latent variables) thay vi dung cac bie'n quan sat (observed variables) d~ do
lu<'Jng bie'n ti~m ~n. Lay vi d~ nhu d~ do lu<'Jng chat lu'
.-

nguoi ta thuong hoi khach hang la cha't lu'<;1ng cua dich vq nay c6 to't hay
kh6ng? £)~ do luCJng thai ddoi voi djch v~ nay the' nao? Vdi each do luCJng nhu v?y, tuy Ia don gian, nhung
dq tin c~y va gia tri cua do lu(Jng thuCJng rat tha'p vi d6i tu'<;1ng nghien cuu

_ ~guycn 81nh Tho & :"Jh6m Giang Vien Khoa QTKD. 8H. Kinh Te TP. HCvr


MS:CS2003-l9

CHAT UJ0NG DICH

vu VCGDIT: thanh ph~n va do ltton£

(khach hang trong tnrang hqp nay) thuang hie'u cac khai ni~m ti~m a'n thea cac
nghia khac nhau. Ylqt khi thang do luang ctia mqt khai
c~y va gia tri chap nh~n

ni~m

khong d<;tt dq tin

duqc thl gia tri v~ m~t ly thuye't va thtfc ti~n ctia ke't

qua nghien cuu dn duqc xem l~i.
Vdi cac ly do neu tren, nghien cuu nay nh~m m~c tieu kham pha cac
thanh phan cua mqt chat luqng d!ch v~ va do luang chung t~i cac khu vui choi
giai tri ngoai trai t<;ti 1 P. HCM. C~ the' Ia:

..
1. Xay dtfng thang do c:ic thanh phan cua chat Iuqng d!ch v~ cua khu
vui choi giai tri ngoai trai.
2. Xay dtfng mo hinh ly thuye't v~ moi quan h~ giua cac thanh phiin cua
chat lt.tqng d!ch V~ va Stf thoa man cua khach hang
1.3 Phu'o'ng phap va

ph~m

Nghien cuu nay duqc thtfc

vi nghien cti'u
hi~n

thong qua 2 budc chinh: nghien cuu so bq va

nghien cuu chinh thuc. Nghien cuu so bq duqc thtfc
phap djnh tinh. Ky

thu~t

thao

lu~n

tay doi duqc sti'

hi~n

d~ng

thong qua phuong

trong nghien cuu nay

va n6 duqc dung d€' kham pha b6 sung mo hinh thang do chat luqng djch v~
cung vdi Stf thoa man cua khach hang.
Nghien cuu chinh thuc ciing duqc thtfc _hi~n thong qua ky

thu~t

phong

vein trtfc tiep khach hang khu vui choi giai tri ngoai trai ~i TP. HCM, c~ th€' Ia
8am sen, Ky hoa va Suoi tien, vdi mqt mau c6 kich thudc la 307. Nghien cuu
nay nhlim m~c dich ki€'m djnh thang do luang va mo binh ly thuyet. Thang do

c .
- Jl.

,

duqc ki€'m d!nh so bq bling h~ so tin c~y Cronbach alpha va phan tich nhan to

..·-

kham pha EFA thong qua phiin m~m xti ly so li~u thong ke the h~ thu nhat

.-

gia

. • SPSS. Thang do nay tiep t1;1c duqc ki€'m d!nh l~i bang h~ so tin c~y t6ng hqp,

tii hqi ll;l, va gia tii phan bi~t. Phuong phap phan tich cau tnic mo mang b~c

· hai thong qua phcln m~m xti ly soli~u thong ke the' h~ thti' hai AMOS duqc sti
d~ng d~ ki~m djnh thang do va mo hlnh ly thuye't cling vdi cac gia thuyet d~ ra.

- :--lguy~n 81nh Tho & :'-:h6m Giang Vien I<hoa QTKD. E>!-1. Kinh Te TP. HC'vl


MS:CS2003- I 9

CHAT LVdNG DICH

vu VCGTNT: thanh nh~n va do Iuong

1.4 y nghia thljc ti~n cua nghien cti'u
Trong tlnh hlnh ngay cang phuc

t~p

va

c~nh

tranh gay gat tren th! trtrong th'i

de nha tie'p thj djch v~ Iu6n tim d.ch nang cao chat h.rqng ctla cac djch v~ ctla
mlnh. Vdi

IDl;IC

dich xay difng cac thanh ph~n va do h.rong chat htqng djch Vl;l

khu vui choi giai tri ngoai troi, ke't qua ctla nghien CUll nay se tn[c tie'p giup cac
don vj quan ly va kinh doanh du ljch Vi~t Nam nam bat duqc cac thanh phfrn
ctla chat lu<;fng djch v~ va m6i quan h~ ctla chung vdi sif thoa man ctla khach
hang. Tu d6, cac don vj nay se c6 cai nhln toan di~n hon v~ chat luqng djch Vl:J,
t~p

trung .t6t_hon

trong
Vi~c ho~ch djnh Cai thi~n djch Vl:J Va phan ph6i ngu6n
. . ....
. .....

h.rc, ciing ~hu kich thich nhan vien d~ cai _thi~n chat luqng djch Vl:J. Tren co sd
nay, cac don v! kinh doanh khu vui choi giai tri ngoai troi se tung budc

t~o

duqc

long trung thanh ctla khach hang, n~n tang cho Iqi the' c~nh tranh.
Ngoai ra, ke't qua ctla nghien cuu con co th6' lam co sd cho cac nghien
cuu tuong tl! d6i vdi cac lo~i hlnh djch vl:l khac t~i Vi~t Nam nhu nha hang,
khach san, vv. Nghien cuu nay cling gop phan giup c:ic c6ng ty nghien cuu thj
truong va quang do c6 duqc c6ng

Ctf

dli do luang chat Iuqng d!ch V"l;l. Cu6i

cung, nghien cuu nay se b6 sung nhu mqt tai li~u tham khao v~ chat luqng djch
V"l;l, gop mnay.

1.5 Ke't ca'u ciia bao cao nghien cti'u
Bao cao nghien cuu nay duqc chia thanh 5 chuang. Chuang 1 nay gidi thi<$u
·· ·

t6ng quan v~ dlf an nghien cuu. Chuang 2 trlnh bay co sd Iy thuye't v~ chat

..

Iuqng djch V"l;l va djch

-. ..
••

v~

vui choi giai tri ngoai troi n't d6 xay dlfng m6 hlnh do

luang va ly thuye't cho nghien cuu. Chuang 3 trlnh bay phuong phap nghien cuu
d~ ki~m djnh thang do va m6 hlnh ly thuye't cung cac gia thuye't d~ ra. Chuang

4 trlnh bay phuong phap phan tfch thong tin va ket qua nghien cuu. Cuoi cung,
Chuang 5 t6m tAt nhung ke't quii chinh ctla nghien cti'u, nhung dong g6p, ham y
ctla nghien cti'u cho nha quiin trj ciing nhu cac h~n che ctla nghien cuu de d!nh
hudng cho nhung nghien cti'u tie'p theo.
· Nguyen 81nh Tho & Nhom Giang Vil!n Khoa QTKD. 8H. Kinh Tti TP. HCM


CHAT LVdNG DICH

NIS:CS2003- I 9

vu VCGTNT: thanh oh5n va do hton!!

Chu'dng 2

CHXT LUONG DJCH Vl) VA STjTHOA NIAN CUA KHACH HANG
2.1 GiO'i

thi~u

Chliong 1 gidi thi~u tdng quan v~ rtghien cuu nay bao g6m IDl;IC tieu, co sd,
ph~m

. -- -.
•':'

vi, phliong phap va y nghia cua nghien CUll. Ml;IC dich cua Chuang 2 nay

la gidi thi~u co sd ly thuye't v~ chat luqng djch vl:l va slf thoa man cua khich
hang tli d6 dua ra m6 hlnh thanh ph~n cua chat lt1<;1ng d!ch

Vl;l

va m6 hlnh ly

thuye't cho nghien ct.l'u. Chuang nay t~p trung vao 3 ph~n chfnh (1) ly thuye't v~
chat lu<;Jng d!ch

Vl;l

thanh phfin CUa no, (2) ly thuye't V~ Slf thoa man khach

hang, va (3) m6 hlnh ly thuye't va de gii thuye't.
2.2 Chat lu'Q'ng d!ch

v1,1

Nht1 da gidi thi~u d Chuang 1, n6 llfc d!nh nghia va do lt1C1ng chat hrqng d0u
bat ngu6n tll' nganh sin xuat sin phthtf d~ dang danh gia mqt sin ph:fm hun hlnh thong qua hlnh dang thiet ke san
phfrm, mau SaC cua bao bi,

VV. VI

tnrck khi mua. Trong khi d6, djch

C6 th~ SO, nglii, nhln, ho~c nem san ph:im
V'l;l

la san phclm v6 hlnh, chting khong d6ng

nha't nhau, va ciing kh6ng th~ tach ly chting duqc, nghia la qua trinh tieu dung
d!ch v~, thl chfrt lt1<;1ng djch
' ·:

V"l;l th~ hi~n

trong qua trinh tu'ong tac giua khach

hang va nhiin vien cua c6ng ty cung cap dich

Vl;l

(Svensson 2002). V1 the',

kh6ng d~ dang danh gia chat h.t<;ing cua n6. Trong mqt thai gian dai, nhi€u nha
'

r

.

nghien cuu da co gang d~nh nghia va do hrC1ng chat hrqng djch v~.
Lehtinen & Lehtinen ( 1982) cho la chat Itrqng d!ch

V'l;l

phai duqc danh

gii tren hai khia qnh, (1) qua trinh cung cfrp d!ch vl:l va (2) ket qua cua d!ch
Vl;l.

Gronroos ( 1984) cii ng d~ nghj hai Ianh v!fc cua chat luqng djch

Vl;l,

d6 la (1)

chat luqng ky thu~t va (2) chat luqng chuc nang. Chat luqng ky thu~t lien quan

~guyen 81nh Thq & :"Jhom Giang Vien Khoa QTKD. FJH. Kinh Te TP. HC\f


MS:CS2003-19

CHAT LV0NG DICH VU VCGTNT: thanh ohjn va c!o

lu'CJ~!!

ae'n nhung gl duqc ph!.fc V!.f va chit luqng chuc nang n6i h~n chung dtrqc ph!.fc
V!.f nhtr the' nao.
Tuy nhien, c6 le Parasuraman & ctg. ( 1985, 1988) Ia nhung ngtroi tien
phong trong nghien cuu cha't htqng dich V!.f trong nganh tiep

thi m
va chi tiet. Cac nha nghien cuu nay c!tra ra m6 hlnh 5 khoang each chit ltrqng
d!ch Vlf. M6 hlnh nay dtrqc trinh bay d Hlnh 2.1.

H'mh 2.1: l\110 h1nh chat lu'Q'ng d!ch

Vl)

.. .
.•

•

, ....... .

D!ch

Yl,l

Icy v9ng

•...

: Khodng ccich_5

Dtch

Vl,l

cam nh~n

i - - - - - - - - - - -- - --- - - - T
D!ch

Vl,l chuy~n

giao

~

Khodng ccich ..+... ._....
..................
-;-

Thong tin den
khach hang

.

: Khodng ccich_3

...
Chuy~n d6i c:im nhcfin

cua c6ng ty thanh
tieu chi chat lu'c;fng

·

-- ..

.: Khodng ccich_2
.

...

J •

'

.

~-·······•

Nh?n thuc cua
c6ng ty v€ Icy v9ng _
ctia khach hang

Nguon: Parasuraman & ctg. (1985:44)

Nguyen 8lnh ThQ & Nh6m Giang Vi~n Khoa QTKD, 8H. Kinh Te' TP. HCM


CHAT LVdNG DICH

MS:CS2003-19

vu

VCGTNT: thanh ohan va do hron!!

Khoang each thu nhat XUal hi~n khi CO Slf khac bi~t giua ky v9ng CUa
khach hang v~ cha't lu<;1ng d!ch v~ va nha quan tr! d!ch v~ cam nh~n v€ ky v9ng
nay cua khach hang. E>i_ kh6ng hiiu biet du'<;jc bet nhung d~c die'm nao t<;lO nen chat lu'<;jng cua d!ch V~
mlnh cling nhu each thuc chuyciu cua hKhoang each thu hai xua't hi~n khi c6ng ty d!ch v~ g~p kh6 khan trong
Vi~c chuyin d6i nh~n thUC CUa mlnh V~ ky V
_' •. - c!~c tinh chat lu'<;1ng ctla d!ch v~. Trong nhieu truang h<;1p, c6ng ty c6 thi nh~n

.

.

.

; •- thUC du'<;jC ky V

-

. chuyin c16i ky V9ng nay thanh nh11'ng tieu chiC~ th€' Ve chat lu'<;jng Va chuy€'n
giao chung theo dung ky Vnay la kha nang chuyen m6n cua dqi ngli nhan vien d!ch

~

cling nhu' dao dqng

qua nhieu ctla du v~ d!ch v~. C6 nhung luc du v~ d!ch v~ qua cao lam cho
c6ng ty kh6ng thi clap ung k!p.
Khoang each thu ba xuat hi~n khi nhan -vien d!ch v~ kh6ng chuyin giao
d!ch

v~

cho khach hang theo nhung tieu chi da du<;jc xac d!nh. Trong d!ch

v~,

de nhan vien CO lien h~ tfl1C tie'p vdi khach hang dong vai tro rat quan tr9ng
trong qua trlnh t<;lO ra chat lu'<;jng. Tuy nhien, kh6ng phai luc nao va tit d cac
nhan vien ct~u c6 th€' hoan thanh nhi~m v~ theo cac tieu chi eta de ra.
Phuong
--

ti~n

quang cao va thong tin cling tac dqng vao ky V

khach hang v~ cha't lu'<;1ng d!ch v~. Nhung hua h~n trong cac chuong trinh
- quang cao khuye'n m<;ii c6 thi lam gia tang ky v9ng ctla khach hang nhung

·- .~ cling se lam giam chat lu'<;jng rna khach hang cam nh~n du'<;jc khi chung kh6ng
. du<;1c th1fc

hi~n

theo clung nhung gi eta hua h~n. Bay Ia khoang each tht1 nr.

Khoang each tht1 5 xuit hi~n khi c6 s1f khac bi~t giua chit lu<;1ng ky
V.T

thuqc vao khoang each tht1 5 nay. Mqt khi khach hang nh~n tha'y kh6ng c6 s1f
khac bi~t giua chat lu'<;jng hq ky vqng va cha't lu'<;jng hq cam nh~n du'<;jc khi tieu
dung mqt d!ch VIJ thl chftt lu'<;1ng ctla dich v~ du'<;1c xem Ia hoan hiio.

~guyen r)!r.h Tho & ~hom Giang Vien Khoa QTKD. E>H. Kinh Te TP: HCvl


MS:CS2003-l9

CHAT LV0NG DICH

vu VCGTNT: thanh ph~n va GO lu'dng

Parasllraman & ctg. ( 1985) cho ding cha't htejng d!ch V'l;l la ham so ella
khoang each thu 5. Khoang each thu nam nay ph'l;l thllQC vao cac khoang each

t.n.tdc d6, nghia Ia cic khoang each 1, 2, 3, va 4. Vl the', d~ rut ngan khoang
each thu 5, hay lam tang chat Juejng d!ch V'l;l, nha qllan tq dfch V'l;l phai no }lfC
rut ngan cac khoang each nay. M6 hlnh chat luejng d!ch V'l;l, theo cac nha
nghien cull nay, c6 th~ duCJc bi6'll dien nhu sall:
CLDV

= F{(KC _5 = j(KC _!,KC _2,KC _3,KC _ 4)}

, .
-

Trang d6, CLDV la chat lueJng d!ch v'l! va KC_1 ,2,3,4,5 la cac khmlng each
· cha't luejng 1,2,3,4,5.
M6 hinh chat luejng dfch V'l;l cua Parasuraman & ctg. (1985) cho chung ta
mot bile tranh t6ng th~ ve cha't luejng d!ch V'l;l. Tlly nhien, m6 hinh nay mang
tinh khai ni~m nhiell han. Cac gia thllye't trong m6 hlnh cfrn hang lo~t cac
nghien CUll d~ ki~m d!nh. Mtrqng nhat, d6 Ia do Iuong cha't luejng cua d!ch V1! d.m nh~n bdi khach hang.
86' lam duCJc vi~c nay thi c6ng vi~c dfrll tien la phai khai ni~m hoa thanh phan
CUa chat !uejng d!ch V'l;l d.m nh~n bdi khach hang d~ CO th~ thie't ke' IDQt thang
do Iuong n6. Chinh vi v~y, cac nay nghien CUll nay cho ding, bat ky dfch V'l;l
nao, chat luejng cua d!ch V'l;l d.m nh~n boi khach hang c6 th~ m6 hinh thanh 10
thanh ph~n, d6 la:
·'

1. Tin qiy (reliability) n6 len kha nang thtfc
;_-

..-

hi~n

d!ch V'l;l phu hCJp va

dung thai h'!-n ngay lin d~ll tien.
2. Dap ung (responsiveness) n6i len Stf mong muon va san sang cua
nhan Vien ph1!C V'l;l Cllng cap d!ch V'l;l cho khach hang.
3. Nang lr._tc ph~c v~ (competence) n6i len trinh d
.r

hi~n djch V'l;l. Kha nang chuyen bao g6m nay cfrn thiet cho nhan vien

tiep XUC Vdi khach hang, nhan vien tn1C tiep thtfC hi~n dfch V'l;l, kha
nang nghien cuu d€ nam bat thong tin lien quan din thiet cho vi~c
phl;lc v'-:1 khach hang.
0

Nguyen 8lnh Th9 & Nh6m Gi;ing

Vi~n

Khoa QTKD, Df-1. Kinh Te TP. HCM


MS:CS2003-19

CHAT LVdNG DICH

vu VCGTNT: thanh oh~n

va do htong

4. Tiep c¢n (access) lien quan de'n vi~c t':lo m9i di~u ki~n di§ dang cho
khach hang trong Vi~c tiep C~n vdi d}ch V\1 nhu' rut ngtin thoi gian cho
dqi CUa khach hang, dfa die'm ph\IC V\1 Va gio IDd cii'a thu~n lqi cho
khach hang.
5. Ljch S~( (courtesy) n6i len tinh each ph\IC V\1 ni~m nd, ton trthi~n

than

.'

vdi khach hang .

6. Thong tin (communication) lien quan de'n vi~c giao tie'p, thong d<:tt
·---

-

.
l .

cho khach hang b~ng ngon ngu h9 d~ dang hi6'u bie't va Hing nghe h9
V~ nhung van d~ lien quan de'n h9 nhu' giai thfch dfch V\1, chi phf, giai

quye't khie'u n~i thac mtic.
7. Tin

nhi~m

(credibility) n6i len kha niing t':lo long tin cho khach hang,

lam cho khach hang tin c¢y vao cong ty. Kha niing nay th6' hi~n qua
ten tu6i Va tie'ng tiim CUa cong ty, nhan each CUa nhan Vien d}ch V\1
giao tie'p tn1c tie'p vdi khach hang.
8. An roan (security) lien quan c!e'n kha nang bao dam sJ! an toan cho
khach hang, the' hi~n qua sJ! an roan v~ v~t chat, tai chanh, ciing nhu
bao

m~t

thong tin.

9. Hiiu biet khdch hang (understanding/knowing the customer) th6' hi~n
qua kha nang hi€u bie't nhu cfru cua khach hang thong qua vit%c tim
hi€u nhii'ng c!oi hoi cua khach hang, quan tam de'n ca nhan hnh~n

d':lng duqc khach hang thuong xuyen.

lO.Phuong ti¢n hilu hinh (tangibles) th€ hit%n qua ngo':li hlnh, trang ph\lc

CUa nhan vien ph\IC V\1, de trang thiet b! ph\IC V\1 cho d}ch V\1 .

•
Mo hlnh 10 thanh phfrn ctla chat lu'<;1ng d!ch v\1 neu tren c6

. .

-

u'U

di€m la

baa quat hftu het mnhu<;1c cti6'm la phuc t:;tp trong vit%c do luang. Hdn nua mo hlnh nay mang tinh ly
thuye't, c6 th6' se c6 nhi~u thanh phftn cua mo hlnh chat lu<;1ng d!ch V\1 nay
khong d~t gia tr! phan bit%t. Chinh ~~ v~y cac nha nghien cuu nay da nhi~u Hin
ki€m d!nh mo hlnh nay va di de'n ke't lu~n la chat lu<;1ng d!ch V\1 baa g6m 5
thanh phftn cd ban, c!6 la:

~guyen 8inh Tho & :.:hum Giang 'v'il:n Khoa QTKD, 81 l. I\:ini1 T~ TP. HCvl


MS:CS2003-19

CHAT LUONG DICH vu VCGTNT: th~wh Dhan va do htong

1. Tin cc;iy (reliability): th~ hi~n qua kha nang thlfc hi~n d!ch Vtf phu hqp

va clung thai h~n ngay I~n clftu tien.
2. Dd~ llng (responsiveness): th~ hi~n qua Slf mong muo'n va sin sang

~~- cu? nhan Vien phlfC Vlf cung Cap d!ch Vlf kip thai cho khach hang.

3. Nang ltfc ph~tC v~ (assurance): th~ hi~n qua trinh dQ chuyen mon va
cung each phtfc Vtf I!ch sl{, ni~m nd vdi khach hang.
4. D6ng cdm (empathy): th~ hi~n sl{ quan tam cham s6c den rung

ca

nhan khach hang.

!

5. Phuong ti¢n hilu hlnh (tangibles): th~ hi~n qua ngo~i hinh, trang phtfe

.

.

CUa nhan vien phtfe Vlf, ca.e trang thie't bj phtfC Vlf eho d!ch Vlf.

.

Nhi~u nha nghien cuu khae cung da thlfe hi~n m6 hlnh 5 thanh phftn

chat lu'Qng d!ch Vtf t~i nhi~u Hinh vl{e d!ch Vlf cung nhu t~i nhi~u th! tru'ong
khac nhau. Ke't qua ki~m d!nh cho thay chat Iuqng dich Vlf kh6ng tho'ng nhat
vdi nhau d tung nganh d!ch Vlf khae nhau. MQt van d~ nua cluqe d~t ra c16 Ia
tam quan trQng cua rung thanh phftn chat lu'Qng d!ch Vlf doi VOi Stf thoa man
cua khach hang. V1 v~y, cftn nhi~u nghien CUll hdn nua trong lanh Vl{C nay.
2.3 Chat hiQ'ng djeh

V\}

va slf thoa man ciia khach hang

C6 nhi~u quan di~m khae nhau v~ mile dQ thoa man cua khaeh hang (Oliver
1997). Bachelet (1995:81) djnh nghia sl{ thoa man ctia khaeh hang la mling mang tinh dm xt1c cua khach hang dap

I~i

vdi kinh

nghi~m

cua hQ vdi

mQt san phfrm hay d!ch Vlf.

'.I

•

Thong thuong cac nha kinh doanh djch v~ thuong cho ding chiit lu'Qng
ctia djeh Vlf chinh Ia mile dQ thoa man ctia khach hang. Tuy nhien, nhi~u
nghien cthl cho tha'y, chiit lu'Qng d!eh Vlf va st.f thoa man khach hang la hai khai
ni~m

1

phan bi~t (Zeithaml & Bitner 2000). Slf' thoa man ctia khaeh hang Ia m
khai ni~m t6ng quat, n6i len Stf hai long eua hQ khi tieu dung mqt d!ch Vlf.
- Trang khi d6, chat ltrQng d!ch Vlf chi t~p trung vao cac thanh phftn Clf the' ctia
d!ch Vlf (Zeithaml & Bitner 2000).

Nguyen D1nh Th<;> & Nhom Giang Vi en Khoa QTKD, BH. Kinh T~ TP. HCv1


MS:CS2003-19

CHAT LU0NG DlCH

vu VCGTNT: thanh oh<1n va do lu'on£

Nhi~ll nha nghien cull

qllan h~

eta thiet l~p m6i qllan h~ nay va cho tha'y c6 m6i
giua cha't lu'
- Taylor 1992; Spreng & Mackay 1996). Tlly nhien, ra't it nghien cull t~p trung
vao vi~c ki~m nghi~m muc c1Q giai thich cua cac thanh phftn cua chat lu'· · d!ch v~ c16i vdi st.f tho a man cua khach hang, c1~c bi~ t la trong tling nganh d!ch
v~ c~ the' (Lassar & ctg. 2000).

Yl nhung ly do nell tren, nghien cull nay t~p trung ki~m c1!nh m6 hlnh ly
.. _ thllye't, trlnh bay d Hinh 2.2, gia thllye't v~ m6i qllan h~ giua cac thanh ph:in
..
:_. ·cua cha't Iuf .. • cho

Stf thoa man cua khach bang.

ffinh 2.2:

Mo hlnh cha't lu'Q'ng d!ch V\1 va sl,l' thoa man ciia khach hang

Hla

I

: Hlj

-

-~-

Nguyen E>lnh Tho & :"hom Giang Vien Khoa QTKD. E>H. Kinh Te' TP. HCM


MS:CS2003-19

CHAT U.fdNG DICH

vu VCGTNT: thanh phfrn va do ltton!!

Cac gia thuye't duthuye't v~ m6i quan h~ giua cac thanh phfrn dap ung, tin c9y, d6ng cdm, nang
li:fc

ph~c v~

va phuang tifn hilu hznh vl chung cling do luang mqt khai

ni~m

t6ng quat la chat lu<;1ng d!ch v~ (Churchill 1995). Nh6m tit H2a den H2e gia
thuyet m6i quan h~ giUa cac thanh phfrn cua chat h.t<;1ng d!ch v~ va muc dQ thoa

• .

man cua khach hang. c~ thNh6m gia thuye't HI ve moi quan h~ giua cac thanh phfrn chat lu<;1ng

I

.

.

.
-

d!ch

v~

vdi nhau:

Hla·: C6 moi quan hf dLtang giila muc dQ ddp ung va nang ll!C ph~c v~
crla chat luqng djch

v~.

Hib: C6 moi quan h¢ duang giila nang ll!c ph~c
chat luqng djch

v~

va muc dQ tin c9y cua

v~.

Hie: C6 moi quan hf duang giL?a muc d9 tin c9y va muc d9 dbng cdm
CUa chat [Uqng djch

V~.

Hid: C6 moi quan h¢ duang gh?a mLtC dQ muc dQ dbng cdm va phuang
tifn hilu hznh CUQ chat fliqng djch

V~.

Hie: C6 moi quan h¢ duang giila phuang ti¢n hilu hinh va muc dQ tin c9y
cua chat luqng djch

v~.

Hlf: C6 moi quan hf duang giil( muc dQ dbng cdm va nang ll!c ph~c v~
crla chat luqng djch v~.

Hlg: C6 moi quan hf duang giila muc dQ tin c9y va muc d9 dap ung crla
chdt luqng djch v~.

Hlh: C6 moi quan h¢ duang giila muc dQ dap ung va muc d9 dbng cdm
crla chat luqng djch

v~.

Hli: C6 moi quan h~ duang giila nang ll!c ph~c v~ va phuang ti~n hilu
hinh crla chdt luqng djch v~.

Hlj: C6 moi quan h¢ duang giila muc dQ ddp ung va phuang ti~n hilu
hinh cL1a chat luqng djch v~.

Nguy~n E>lnh Tho & Nh6m Giang Vien Khoa QTKD. 8H. Kinh Te' TP. HC'vt

'


:VlS:CS2003-l9

CHAT LUcJNG DICH

vu VCGTNT: thanh ohfrn va do htong

Nh6m gia thuye't H2 v~ moi quan h~ giua cac thanh ph5n chflt Iuqng
ct;ch Vtf VOi ffiUC c1Q thoa man CUa khach hang:

•
V~l

H2a: Khi mac dq dcip Ling cua mqt djch

do khcich himg dcinh gici tang

hay gidm thi m{tc dq thod man Clla hQ doi VOi djch V~ do ding tang hay
· gidm theo.

H2b: Khi nang

l~tc ph~c v~

cua mqt djch

v~

do khcich himg dcinh gici tang

hay gidm thi mltC dQ thad man CUa hQ doi Vcfi djch V~ do ciing tang hay
gidm theo.
I , -

H2c: Khi mac dq tin c¢y cua mqt djch

v~

do khcich hang dcinh gici tang

hay gidm thi mac dq thad man cua hQ doi vai djch v~ d6 ciing tang hay
gidm thea.

H2d: Khi mac dq d6ng cdm cua mqt djch v~ do khcich himg dcinh gici tang

hay gidm thi mac dq thad man dia hQ do'i vai djch v~ d6 ciing tang hay
gidm theo.

H2e: Khi phLtOng ti¢n hrlu hinh cua mqt djch

v~

do khdch hang dcinh gid

cao hay thap thi mile dq thad man cua hQ do'i vai djch v~ d6 ciing tang
hay gidm thea.

2.4 Tom cit

Chftt lt.rqng d!ch v~ Ia ph~ thUQC vao khoclng each giua mile dQ

ky VQng cua

khach hang doi VOi ffiQl ct;ch Vtf Va muc dQ cam nh~n CUa hQ d6i VOi d!ch V~
- d6. Cha't luqng d!ch v~ bao g6m 5 thanh phfrn chinh d6 la, dcip Ling, nang lf!c
:.: ph~c v~. tin c¢y, d6ng cdm, va phuong ti¢n hilu hinh.

Chudng nay ct1ng dtta ra m6 hinh ly thuyet va gia thuyet ve mo'i quan h~
giua cac thanh phfrn cha't lttqng djch v~ voi nhau ct1ng nhu' m6i quan h~ giua
. • cac thanh phfrn nay d6i vdi muc dq thoa man cua khach hang. Chttdng tiep
theo trinh bay phttdng phap nghien cuu dtS ki~m djnh mo hinh thang do va m6
hlnh ly thuyet v~ cha't luqng d!ch v~.

Nguy~n E>1nh Tho & Nhom Gi<'tng Vien Khoa QTKD, E>H. Kinh Te' TP. HCv!

CHAT uJ0NG DICH vu VCGTNT: thanh ph~n va do ltton!!

MS:CS2003-19

Chu'dng 3
PHUONG PHAP NGHIEN CUU
3.1 GiOi

thi~u

Chuang 2 trlnh bay v~ ly thuye't chat ltt<;1ng d!ch v1:1 va thang do SERVQUAL
v~ chat lttqng d!ch v1:1. M
ly thuye't gia thuye't v~ moi quan h~ giua cac thanh phfrn cua chat ltt<;jng d!ch
Vl:l vdi Slf thoa man CUa khach hang du'<;jc xay dlfng kern theo cac gia thuyeL

z-

Chttong 3 nay nh~m m1:1c dich gidi thi~u phttong phap righien cuu stl' d1;1ng dli
di~u chinh va danh gia cac thang do lttC1ng cac khai ni~m nghien CUll va kilim

d!nh mo hlnh ly thuye't cung ca.c gia thuyet d~ ra. Chttong nay bao g6m 3 phfrn
chinh, ( 1) thiet ke' nghien cuu va (2) cac thang do lttC1ng cac khai ni~m nghien
cuu, va (3) gidi
3.2 Thiet

thi~u

nghien cuu chinh thuc.

ke nghien CUll

Nhtt da gioi

thi~u

d Chttong 1, nghien cuu nay dtt<;1c thlfc

hi~n

thong qua hai

bttdc chinh, (1) nghien cuu sobNghien ctl'u so bd1:1ng· ky

..-

thu~t

-thao

lu~n

hi~n

thong qua phttong phap d!nh tinh stl'

tay doi va phttdng phap .d6ng vai. . Nghien cuu,sd bq

d!nh tinh dung dli di~u chinh va b6 sung cac bie'n quan sat dung dli do lttC1ng
cac khai

ni~m

nghien cuu, Hai mttdi khach hang cua cac khu vui chdi giai tri

ngoai trC1i duqc chqn llfa di thao lu~n. Nghien cliu nay dttqc thlfc hi~n tl!-i TP.
HCM trong thang 412003 (xin xem Ph~ I1;1c 1 v~ dan bai thao Iu?n tay doi).
Nghien cliu chinh thti'c dttqc thttc hi~n b~ng phttdng phap nghien cuu

,

. d!nh lttqng. Nghien CUu d!nh ltt<;jng nay dttqc thlfc hi~n thong qua phttdng phap
phong van lrlfC tie'p ngt.I'Cii tieu dung Va dU'<;jC stl' d1:1ng d€ ki€m d!nh 11!-i IDO hlnh
do lttC1ng ciing nhtt mo hlnh 1:9 thuye't va cac gia thuye't trong mo hlnh. Nghien
cliu chinh thti'c nay dttqc thlfc

hi~n t~i

TP. HCM vao thang 5 nam 2003.

Nguy&n E>lnh Tho & Nh6m Gi:ing Vien Khoa QTKD, E>H. Kinh Tt! TP. HCvi


CHAT LV0NG DICH

MS:CS2003-!9

Qui tr!nh nghien

CUll

vu VCGTNT: thanh oh§n va do lu'on!!

duqc tr!nh bay trong Hlnh 3.1. Quy tr1nh nay bao

g6m 3 phftn chfnh ( 1) xay dlfng thang do, (2) danh gia thang do va (3) kie'm
djnh m6 h"inh nghien cuu. Bang 3.1 trinh bay tien d¢ thtfc hit%n nghien cuu.

Bang 3.1: Ti~n dQ thtfc hi~n cac nghien cull

...
.

.
~

Bu,Jc

IDq.n~

I Phu(fng phdp Ky thwj.t si'L diJng

ITlzifi gian

1

j Sob

I D!nh tinh

13/2003

ITP. HCM

2

I Chinh

I Djnh hrqng

I s12oo3

I TP.HCM

,
ng!zzen cuu

Thao lu~n tay d6i
Dong vai
Phong va'n true tiep

Thang do duqc xay dlfngd!fa tre.n cd

Bfa diim

so cua ly thuyet v~ chat luqng djch

v~, ly thuyet v~ thang do chat Iuqng djch v~ da co, c~ the' Ia thang do

SERVQCAL (Parasuraman. & ctg. 1988) va ly thuye't v~ Slf thoa man cua
khach hang. Tuy nhien, do Slf khac nhau v~ van hoa va muc dQ phat trie'n kinh
te cua tU'ng thj tru'dng cling nhu d~c thu cua tUng nganh djch v~ c~ th~ cho nen
co the' cac thang do da duqc thiet l?p tq.i cac nude phat trie'n chua th?t stf phu
hqp vdi thj tntdng Vit%t Nam, va c~ the' cho nganh djch v~ vui choi giai tri ngoai
trdi. Vl v~y. dung nghien cull djnh tinh de' dieu chinh thang do cho phu hqp la
diell c:in thiet (Churchill 1979).

8€ dieu chinh thang do, nghien cuu nay sti' d~ng phuong phap djnh tinh,
voi ky thu?t d6ng vai va thao Iu?n tay d6i. Phuong phap d6ng vai
th!fc hit%n b~ng each cac thanh vien cua nh6m nghien

CUll

a day duqc

tlf d6ng mlnh Ia

ngudi tieu dung djch v~ vlli choi giai tri, c~ the' Ia Cong vien Van h6a B~m sen
de' t1f danh gia chat Iuqng djch v~ cua khu vlli choi giai tri ngoai trdi nay. Sau
~ ·.

d6, cac thanh vien trong nh6m nghien cull thao Iu~n tay d6i voi m
J

nguc'Ji tieu dung cac khu vlli choi giai tri ngoai trc'Ji, c~ the' Ia B~m sen,

..

Ky hoa

va Suoi tien. Thong qua ket cua cua nghien cuu nay thang do_l (SERVQUAL)
duqc duqc dieu chinh va n6 duqc gqi la thang do_2.

- Nguyen Bir.h The~ & Nh6m Gi:ing Vien Khoa QTKD. BH. Kir.h

Tc TP. HCvi


-

CHAT UJcJNG DICH

N1S:CS2003-19

~-------

vu VCGTNT: thanh oh~n va clo lttong

ffinh 3.1: Qui trlnh nghH~n cuu8

Ly thuyet v~:
Cha't lu9ng djeh Vl;l
Thang do SERVQUAL
Slf tho a man ctla khaeh hang

~

i
I

~
Thang do_l ,~
.....

_,/

Thao lu~n tay doi
86ng vai

-----------

.---------

.......

-v-

Thang do_2

..

+---

8i~u ehinh

-~

'.N 0ahien eU'u dinh
ludna
.
.
0
(n =307)

8anh gia sd b6 thang do:
Cronbaeh alpha
Phan tieh han to kham pha

Loai de bien e6 he so tudng quan bien-t6ng nho
Kie'm tra h~ so alpha
I
---+ Loai de bien c6 trong so EFA nhO
Kie'm tra yeu to trieh dude
Kiem tra phudng sai trich dude

I

T

Kie'm tra d9 thich h9p m6 hlnh
Lo<,J.i de bien e6 trc;>ng so CFA nho
Tinh phuong sai trich du9c
Kie'm tra tinh ddn nguyen, gia tri h9i tl;l
va gia tr1 phiin bi~t

, Ki~ m djnh m6 hlnh thang do:
Phan tich nhan to khing djnh

He so tin e~y t6ng hdp

Ki~ m djnh m6 hlnh ly thuyet

Phan tich cau trtic m6 mang
Bootstrap

Kie' m tra d9 thich h9p m6 hlnh

tr1 phan bi~t
Kie'm d\nh gia thuyet

~
Kie'm djnh gia
I

!

..
i t : ~ :_

• ..

3

1

Qui trinh nghil!n cU'u nay dttdc di~u chinh dtta theo qui trinh do Tho & Trang (2002:22) d~

nghi.

:'-iguy0n 81nh Th() & :\hom GiJng Vien Khoa QTKD, 8H. K..inh Te TP. !-!C·il