Một số giải pháp nâng cao chất lượng dịch vụ hàng không của Vietnam Airlines giai đoạn 2005-2015 : Luận văn thạc sĩ

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 vn~~.J

\1 4~~q
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 li~U 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 d~n 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


MT)C Ll)C

Trang ph~l bia

Ldi cam doan
M~lC

l¥C

Danh m¥c cdc chil viet tift
Danh m~tc cdc bang biiu
Danh m¥C cdc sd dd
Danh m¥c cdc ph{l l{lC
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 Ch~t hrQ'ng djch

Vl}

hang khong va

1.1.1 Kluii ni~m cltfit lu(Yng dfclt

Vfl

S\f

phat tri~n nganh hang khong ............ 3 -

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
1.~.1

VQ.

va cha't lu'Q'ng djch

VQ.

HK ......... 8

Cdc lj thuyet ddnh gid chat lllf/ng djch v~t .................................................... 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 v~1 hlmg khong ........................ 10

1.3.2 Quy trinh nghien cztu chat lllf/lzg djch v~1 hiuzg khong............................... 11
1.3.3 Xay

d~tng

thang do ........................................................................................ 11

1.3.3.1 Thang do chii't !UQ'flg dfch

v~

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 v~l 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 v~t HK vUi slf
thoa miin ciia khach hang ............................................................................. 17
1.3.9 Phiin tich s~t anh hztling ciia cac dol tu(hzg khach hang tfli chiit lu(hlg djch
v~t

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 TR~NG SAN XUAT KINH
'

, ••:'

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-"''

DOANH VA CHAT LU<)NG DJCH VI) HK CUA VNA DEN 2004 ............... 22

2.1 Tfing quan v~ ng3nh hilng khOng Vi~t Nam .................................................. 22· ~
2.1.1 Sd lzt(lc ljch su hinh thanh va phat triin ciia hang khong Vi?t Nam ........ 22
.,. tlZUJU
'" veA- .~.'T'"?
"
ty H'ang .n.
Vh"ong T7'"t
1\T
23
212
• • · G lill
ong cong
Y lf! 1Yam .................................. ..
2.1.3 Cd ciiu to? chz£c ciia TIJng cong ty HKVN ..................................................... 24
2.2 Phan tfch, danh gia thtfc tr~ng 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

TT~
Y e

'
~ dlldng
'
bay ................................................... . 31
th1• t rzldng
va' md rQng cac
?

"

2.2. 7 Vi cong ngh~ 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 hi~u czia VNA ............................. 34

2.3 Danh gia thtfc tr~ng cha't lu'Q'ng 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 ti~n hi'lu hinh ..................................... ,....................................... 38
2.3. 6 Vi nha ga, san bay ....................................................................................... 39

2.4 TOm t~t chtidng 2 ..............................................
1'\.

,...,

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,

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0 •••••••••••••••••••••••••••••••••••••••••••••

40

"''

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 di~m va chie'n lu'Q'c phat tri~n 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 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 hi~n dqi .................................................................... 44


3.2.3 Phdt triln nguolz nhfm l{tc cila VNA ............................................................ 45
3.2.4 Phdt triln cdc djch v~, quan tam hdlz din titng cd nha~ 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 truy~n 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
liT"
_., d' h
-.' an,
~

, uong
,., ................................................. . 48
3 .2.4.5 lVang
cap
JC V¥ ve~ suat
th ac

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 ngh~ trong do chu trl)ng cong ngh~ thong
tin .................................................................................................................... 49
3.2. 7 M ll rl}ng mqng dztilng bay ............................................................................. 50
3.2.8 To· chz£c tot cdc djclz v~l 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 h~ hf/JJ tac quoc te' ............................................................. 51
3.3 MOt
.

sO kie'n nghi. .............................................................................................. 51

,. ch'zn l z p h u• ............................................................................. . 51
3 . 31
. .K""'
zen ngh.1 viJl
. ngh.1 vv,
M B iJ G.
3.3 .2 K zen
wo th ong vqn taz va

A,

A

A

A

? •

'

c

~~c

HK .................... ;............... .. 52

3.3.3 Kie'lz nghi vm VietNam Airlines ·····································~············· .............. 52
3.4 TOm tiit chttdng 3 ............................................................................................. 53
KC't lu~n

Tili

li~u

Pht;tlt;tc

•••••••••••••••••••a••••••••••••••••••••••••••••••••••••••••o••••••••••••••••••••••••••••••••••••••••••••••••••••

tham khao

54


DANH Ml.JC CAC CHO' VIET TAT
A320/321

:Airbus 320/321.

AAPA

: Hi~p 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

: Hi~p h()i cac qu6c gia .Dong nama (Area of SouthEast Asia Nations)

A VOD

: Dich vv giai tri nghe nhln theo yeu c~u ( 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

IATA

: Hi~p h()i v~n di hang khong the' gioi

Vi~t

Nam.

( International Air Tranpor Association)
ICAO

: T6 chuc hang khong dan dvng qu6c te'
(International Civil Aviation Organization)

KH-TT

: Ke' ho(;lch thi tru'ong

MAS

:Hang hang khong qu6c gia Malaixia (Malaysia Airlines.)

NSNN

: Ngan sach Nha nu'oc.

NXB

: Nha xua't ban.

SARS

: Dich viem duong ho hffp ca'p.

SIA

:Hang hang khong Singapore (Singapore Airlines)

STR

: T6 chuc chuyen nghien cll'u v€ hang khong Skytrax Research.

SXKD

: San xua't kinh doanh

TCT

,.?
"
: T ong
cong
ty.

Thai

:Hang hang khong qu6c gia Thai Lan (Thai Airways)

TPHCM

: Thanh ph6 H6 Chi Minh.

VNA

:Hang hfmg khong qu6c gia

Vi~t

Nam (VietNam Airlines.)


.,

?

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DANH Ml)C CAC BANG BIEU

Trang

Bang 1.1 : £)~e tinh ehcft lu'<;5ng san phffm dieh

Vl;l

d~ 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 tri~n d<)i may bay eua VNA ...................................... 25
Bang 2.3 : Doanh thu, l<;1i

nhu~n

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 v~n chuy~n khaeh 9 thang dfru nam 2004 eua VNA ........ 29
Bang 2. 7 : Tinh hlnh v~n chuy~n hang hoa cua VNA va m¢t s6 hang HK ........ 29
Bang 2.8 : Ty 1~ chuye'n bay ccft eanh dung giO eua VNA va Cathay ................. 30
Bang 2.9 : Ke't qua phan tich trung blnh v~ Mile d<) tin e~y cua VNA ................ 35
Bang 2.10: Ke't qua phan tich trung blnh v~ Mile d<) dap ling eua VNA ............ 36
Bang 2.11 : Ke't qua phan tich trung blnh v~ Mile dQ dam bao eua VNA ........... 37
Bang 2.12 : Ke't qua phan tich trung blnh v~ Mile dQ d6ng cam ctla VNA ......... 37
Bang 2.13 : Ke't qua phan tich trung blnh v~ Phuong ti~n hihl hlnh eua VNA ... 38
Bang 2.14: Ke't qua phan tich trung blnh v~ nha ga, san bay eua VNA ............. 39
Bang 3.1 : Nhu cfru phat tri~n 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

di~u

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 th~ 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 ch~m gio cua HK chau Au.
Pht;tll,lc 1.4 : Dan bai thao

lu~n

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 v~n 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 do~n 1996-2003.


- 1-

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.:::.

PHANMODAU
1. Sv cfin thi~t ciia d~ tai

Trong b6i cfmh qmh tranh kh6c li~t tren thi truemg qu6c t~ n6i chung va thi
truemg v~n tai hang kh6ng (HK) n6i rieng, cac hang HK tren th~ gi6'i Iu6n tim m<;>i
each gia tang kha nang c~nh tranh va uy tin cua minh, trong do vi~c 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 x~p h~ng trung binh tren th~ gi6'i, d(rng thu 6
trong kbu vvc ASEAN va dang troilg qua trinh tham gia chi~n 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 ho~t d(>ng trong m6i truemg c~nh tranh qrc ky gay g~t. f)~
kh~ng dinh vi tri cua minh thi vi~c nang cao ch~t Iuqng dich VlJ HK- v~n d~ bi keu

ca nhi~u nh~t - la di~u b~t bu(>c va v6 cimg dn thi~t d6i v6'i VNA trong giai do~n
hi~n

nay.

2.. Mvc tieu ciia d~ tai.

+ Nghien cfru m6 hinh ly thuy~t d~ tim ra cac y~u t6 chinh cua ch~t luqng dich
V\}

HK thong qua yeu cAu va ciim nh~n cua khach hang.

+ Xay dl,l'ng mo hlnh ly thuye't
lu'cJng djch

Vl,l

v~ m6i quan h<$ gifi'a cac thanh ph~n cha"t

va Sl,l' thoa man cua khach hang.

+ Phan tich tinh hinh SXKD va danh gia ch~t luqng dich VlJ cua VNA, tir d6
dua ra cac giai phap nh~m nang cao ch~t luqng dich
do~n

Vl,l

HK cua VNA trong giai

V\}

ph\IC

2005-2015.

3. f>Bi tU"Qng va ph~m vi nghien cfru.

+ Df>i tuqng nghien Clru cua lu~n van la cac djch

V\}

khach hang cua

nganhHKVN.

+ Ph~m vi nghien cuu la T6ng c6ng ty Hang Kh6ng Vi~t Nam trong llnh

VlJC

ph\lc V\1 khach hang.
4. PhU"O'Ilg phap nghien cfru.
Lu~n

van sir d\lng cac phuang phap nghien cuu cua chu nghia duy

v~t bi~n

ch(rng, phan tich t6ng hqp, h~ th6ng lich sir, so sanh, ... Ngoai ra, lu~n van con sir
d\}ng nhfrng phuang phap sau:


- 2-

+ Nghien c(ru sa b(>: Duqc thvc

hi~n

thong qua phuang phap nghien c(ru djnh

lu~n tay doi nh~m b6 sung mo hinh thang do ch~t luqng
.
'
dich V\1 HK va S\I thoa man cua khach hang

tinh, sir d1,mg

kY thu~t thfw

+ Nghien c(ru chinh thuc: Duqc thvc hi~n b~ng phuang phap nghien c(ru dinh

luqng, thong qua

kY thu~t phong v~n trvc ti~p khach hang v&i vi~c tra lCri bang cau

hoi danh gia v€ ch~t luqng dich V\1 HK cua VNA.

+ Cac phuang phap phan tich tren SPSS nhu: Ham h6i quy tuy~n tinh,
ANOVA, Independent Sample T-test, Phan tich nhan t6 kham pha EFA ....

5. Nhii'ng ke't qua chinh cua lu~n van:
-

Lu~n van da d~t 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 tr~ng san xua't kinh doanh va cha't
lu<;1ng djch Vlf ciia VNA de'n nam 2004, tu d6 nh~n bie't nhung di€m m~nh, di€m
h~n 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'cho vi~c nang cao cha't lu<;1ng dich Vl.f cua VNA giai do~n 2005 - 2015. Lu~n 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 s61i~u trong lu~n van du'gia v€ ho~t d(>ng SXKD va djch Vlf cua VNA trong nhung nam gftn day, va m(>t

s6 tai li~u ciia cac nha nghien cliu da cong b6.

r


- 3-

CHUONG 1: CO SO LY THUYET VE CHAT LUQNG DJCH Vl) liANG
KHONG v A
THOA MAN KRACH HANG

sv

1.1 Ch~t lll'Qllg djch

V1,1

hang khong va

Sl}'

phat tri~n 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

* Khai

V¥

va Slf thoa miin khach hang

ni~m cha't lu'Q'ng cijch VQ: Dich V\1 h1 m9t qua trlnh ho~t d9ng bao

g6m cac nhan

t6 khong hi~n hliu, giai quye't cac m6i quan h~ giua nguoi cung ca'p

voi khach hang ho~c tai san cua khach hang rna khong c6 stt thay d6i quy€n sd
hliu. San phfrm cua dich

Vl;l

c6 th~ trong ph~m vi ho~c

Vu'Qt

qua pht;tm vi cua san

phfrm v~t cha't [18, trang 6 ].
Dich

Vl;l

d6ng vai tro quan trQng trong n~n kinh t~ qu6c dan va xu hu6ng ngay

cang c6 m<)t ty trQng l&n trong GDP cua ca.c n~n kinh t~, d~c bi~t la cac nu&c phat
tri~n, t)r trQng nay c6 khi chi~m hon 60-70%.

6

Vi~t Nam hi~n nay, dich

vv dang

chi~m khoang 38-39% GDP va dang c6 xu hu6ng giam dftn.Do v?y vi~c dfty nhanh
S\f phat tri~n cua cac ngfmh dich V\1 la dt cftn thi~t. Dich V\1 duqc xem la m<)t san

phftm vo hinh, khong d6ng nh~t nhau va cling khong th~ tach ly chung duqc, nghia

la trong qua trinh tieu dung dich vv thi ch~t luqng dich V\1 th~ hi~n ngay trong qua
trinh tuang tac gifra khach hang va nhan vien CUa cong ty CUng cfrp dich Vl,l
[I12,trang 6]. Vi th~ vi~c danh gia va do luang ch~t luqng cua n6 r~t phuc t~p.
Theo Parasuraman, V.A Zeithaml va L.L Berry (Parasuramari & ctg)- nhfrng
nguai tien phong trong ~ghien CUu ch~t luqng djch Vl,l Va dUQ'C danh gia }a kha toan
di~n - thi dinh nghia ch~t luqng d!ch

vv

la khoang each gifra sv mong dqi v~ 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 vi~c nghien clrti v~ ch~t luqng d!ch

vv

trong

nganh ti~p th! m<)t each cv th~ va chi ti~t. H9 dua ra mo hinh 5 khoang each ch~t
luqng djch

vv (Xem sa d6

1.1 ).

Khoang each thu 1 xu~t hi~n khi c6 sv khac bi~t gifra Icy v9ng cua khach hang

V~ ch~t luqng dich V\1 Va cam nh?n CUa nha quan tfi dich V\1 V~

ey VQllg nay .

Khoang each thu 2 xu~t hi~n khi cong ty dich V\1 g?p kh6 khan trong vi~c
chuy~n d6i nh?n thuc cua minh v~ ky v9ng cua khach hang thanh nhung d?c tinh

CUa ch~t luqng dich V\1.


-4-

.....

Dich Vl,l

ky VQI).g

~
~

•.....
Dich Vl,l cam nh~n

Khoang cach_5

.
~

~~

- ... --- -

:-:.

Khml'ng each 4
...................

Dich Vl,l chuy6n giao

..

....

Thong tin ae'n
khach hang
~

..

.~ Khoang cach_3

t

Chuy6n a6i cam nh~n ciia
cong ty thanh tieu chi cha't
h.tc;1ng
~~

.....
.
...
~

....

Khoang cach_2

Nh~n thuc ciia cong ty v€

ky VQng ciia khach hang

Sd d6 1.1 : Mo hlnh cha't lu'qng

Parasuraman &ctg(1985:44)]
Khoang each thu 3 xuftt hi~n khi nhan vien djch V\1 khong chuy~n giao djch V\1
cho khach hang theo nhfrng tieu chi da dugc xac djnh. Trong cac nganh dich V\1, SlJ
ti~p XUC CUa nhan vien v6i khach hang CO

y nghia ClJC Icy quan trQng trong Vi~c cam

nh~n v€ chftt lugng dich V\1 cua khach hang, nhung nhi€u khi cac nhan vi en nay l~i

khong thvc hi~n theo dung nhfrng gi da dugc d€ ra.
Khoang each thu 4 xuftt hi~n khi nhfrng Icy vQng cua khach hang c6 th~ gia
tang thong qua nhfrng gi rna hQ dugc hua hyn, dugc nhin thfty tren quang cao, ap
phich, ... nhung l~i khong gi6ng nhfrng gi rna hQ nh~n dugc tir nha cung cftp djch V\1·


- 5Khofmg each thu 5 xucit hi~n khi c6 SlJ khac bi~t gifra chclt luqng ky v<;>ng bai
khach hang va chclt luqng h9 cam nh~n 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 bi~t gifra chclt
luqng h9 ky v<;>ng va chclt luqng h9 cam nh~n 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 r~ng 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 v~y
de rut ng~n 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 ng~n cac khoang each nay.
M6 hlnh cha't httranh t6ng th€ v€ cha't lu'ni~m 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 nh~n bdi khach hang. £>€ lam du'QC Vi~c nay
thl vi~c d~U tien la phai khai ni~m hoa thanh ph~n chfft lu'nh~n bdi khach hang d€ thie't ke' m<)t thang do luang chung. Qua nhi€u l~n ki€m

dinh;cac nha nghien cuu marketing nay da di de'n ke't lu~n la cha't lu'bao g6m 5 thanh ph~n cd ban, d6la:
1- Tin c~y (reliability): N6 du'Qc th€ hi~n qua kha nang thl,l'c hi~n dich V\1 phil
h2- E>ap ling (responsiveness) : N6 th€ hi~n sl,l' mong mu6n va s~n 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€ hi~n 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€ hi~n sl,l' quan tam cham s6c de'n tung ca nhan
khach hang.
5- Phu'dng ti~n hii'u hlnh ( tangibles) :Th€ hi~n qua ngoc:_1i hlnh, trang phl,lc cua
nhan vien phl,IC Vl,l, CaC trang thie't bi ph~lC V~l 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 ki~m 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 di~m 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 t~p trung vao cac
thanh phgn Cl;l th~ CUa dich Vl;l.
NhiSu nha nghien cll'u da thie't l~p 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, Nguy~n 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 lu~n 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 v~n chuy~n khach b~ng duong HK g6m cac bu'oc:
1. Ban ve : tfnh gia va xua't ve cho khach( Reservations)
2. 86n khach, lam thu

t~lc

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 t~i san bay de'n (Check-out)
5. Thong tin va cac dich V\1 h~u 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 v~ cha't ht<;ing dich V\1
HK ciing c6 nhii'ng thay d6i nha't dinh va d6la vii khi c~nh tranh cua cac hang.
+ Nhii'ng nam 50 cua the' ky 20: cac hang HK CStnh tranh v~ co sd h~ tfrng

- Cac phu'ong tit$n v~n tai c6 t6c d9 nhanh, tie't kil$m thC:Ji gian la may bay
- Xay d\l'ng nhi~u san bay c6 sue chua IOn d~ phl.)c vl.) thu~n tit$n

+ Nhii'ng nam 60 cac hang HK c~nh tranh v~ lich trlnh bay
- Cac hang HK md r9ng m~ng luoi du'C:Jng bay Wi nhii'ng dia di~m IOn va n6i
tie'ng, thu~n tit$n cho cac chi~u di lSti d~ thu hut khach hang. C6 nhi~u du'C:Jng bay
th£ng, khong phai ghe qua cac di~m trung gian. GiC:J khCii hanh thu~n tit$n.

+ Nhung nam 70: C~nh tranh v~ chung lo~i may bay
- C.ic hang sll' dt,mg cac lo~i may bay hil$n dSti nha't nhu' Boeing 707, 727, DC 10, Lockheed ... cua cac cong ty che' t~o may bay c6 uy tin. Uy tin cua hang HK
ph!.) thu9c ph~n IOn vao lo~i may bay rna hQ slt dl.)ng dS chuyen chd khach

+ Nhii'ng nam 80: CStnh tranh v~ san ph§'m phl.)C V\1 tren may bay
- Cac hang dua len may bay cac trang thie't bi, tit$n nghi v~ ph\lc VI.) nhu' dil$n
tho~i; ghe' ng6i hil$n d~i, hi$ 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 : C~nh tranh v~ dich V\1 va phu'ong thuc cung ca'p dich V\1
- Luc nay du lich b~ng may bay trd len g~n 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 Ci~c
bil$t la phu'ong thuc cung ca'p dich VI.). Day la ye'u t6 v~ con nguC:Ji. Ngu'C:Ji phl.)c VI.)


-8da trd thanh ye'u t6 quye't dinh va chinh hQ la ngu'oi t~o ra Sl,l' khac bi~t gifi'a cac
hang HK voi nhau.

+ Buoc sang d~u the'ky 21:

tu nam 2000 de'n 2015:

- Lien ke't cac hang Ion voi nhau d~ doc quy~n khai thac cac tuye'n xuyen h,1c dia.
- T~m co cua m~ng luoi duong bay gia tang.
-Trang

bi

lo~i may bay sieu hi~n d~i, bay nhanh, trQng tai IOn, d~y du ti~n nghi,

nhi~u dich Vl.J, Va bay kh6ng t~m ngung (non-stop)

- H~ th6ng thong tin du<;jc n6i m~ng theo di~n rong va nhanh.
- Tl,l' dong hoa cac

lo~i

thu tvc cho khach hang

-Ye'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

1.2.1 Cac

Vl,l

va cha't lu'Q'ng dfch

Vl,l

HK.

ly thuytt danh gia chili lzt(hzg djch v~t.
·-·

Tren the' gioi, cac ly thuye't danh gia cha't lu<;1ng dich vv cling dli<;Jc d~ c?p

de'n kha nhi~u. N goai Parasuraman &ctg danh gia cha't lu<;1ng djch vv theo 5 ye'u
t6 dad~ c?p (J tren thl con c6 nhi~u tac gia khac nghien cilu v~ van d~ nay.

v oi

Lehtinen va Lehtinen cho ding cha't lu'<;jng dich Vl.J phai du'<;jc danh gia

tren 2 khia c~nh la qua trlnh cung cap dich Vl.J va ke't qua cua dich Vl.J. Con
Grouroos cling d~ 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 Vi~t Nam,

vi~c danh gia chat lu<;1ng dich vv cling du<;1c nhi~u nha nghien

cll'u d~ c?p de'n trong nhung llnh vl,l'c Cl,l th~, 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 Nguy~n 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 t~i Vi~t Nam g6m 4 thanh ph~n chinh la: Mile de) dap ilng, mile de)
tin c?y, muc do d6ng cam va phuong ti~n hfi'u hlnh. Tuy v?y chi c6 2 thanh ph~n


-9-

chinh tqO nen Sl;l' thoa man khach hfmg la muc dQ dap ling Va phuong

ti~n

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 hi~n 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

vi~c

danh gia nay du<;5c thl;l'c

hi~n

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 d~u the' gioi chuyen nghien cliu
v6 HK tqi London (Anh) d6u thl;l'c hi~n nghien CUu chfft lu<;5ng dich V\} cua cac
hang HK d~ dua ra xe'p h1:;1ng cua mlnh. Mot trong nhung danh gia t6ng quat nhfft
cua STR thl;l'c hi~n 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 : D~c tfnh cha't lu'Q'ng san ph~m
Vl)

d~ xe'p h~ng cac hang HK

5 sao

4 sao

3 sao

2sao

1 sao

<*****)

<****)

<***)

<**)

(*)

- T6t (good -Trung

- Cao nhfft
~

ly

- On

dinh cao quality)

hQp

dich

Vl,l

,quality)

nhan

-Qua ngheo

blnh -Ngheo nan
(fair -Dich

V\}

khong 6n dinh

nan

(very

poor quality)

vi en

(Ngudn: Tdc gid tl:( to'ng h(fp tit ~vw-..v.arilinequality.com)


- 10-

Hang HK d<;tt tieu chuffn 5 sao con phai di d~u trong c~li 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 v~ 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 d~u 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 v~ 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 ho~c khi may bay bi d~y. Va cac hang HK du<;c tham gia blnh
chQn phai c6 it nha't 1% thi ph~n v~n chuy€n khach n(>i dia. Ke't qua di~u tra l~n
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 v~t hlmg khong.
Ban lu~n 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)' thu~t thao lu~n nh6m Va tay doi nh~m 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 lu~n. 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 hi~n b~ng phuang phap nghien ctru d:!nh
luqng. thong qua ky lhu~t phong vfrn tf\l'c ti€p khach hang v6i vi~c tra lai bang diu

- 11 -

hoi danh gia ve ch~t luqng djch V\1 HK cua VNA. Nghien cU'u nay du'c;Jc thl;l'c hi<$n
t~i

Ha N<)i va TPHCM vao thang 8 va 9/2004.

S6 li<$u du'
m~m SPSS voi vi<$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 v~t 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

c~y 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 d~tng thang do

1.3.3.1

Thang do cht{t lu(Jng djch v~ himg khong.

Thang do du'(/c xay d\}'ng tren co sd ly thuye't V~ 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 v~ stf
thoa man cua khach hang (Xem ph1;1 l1;1c 1.5). Tuy nhien, do

d~c

thu cua tung

nganh dich Vl;l khac nhau rna thang do nay du'c;JC di~U chinh cho phu hc;Jp VOi lfuh
vvc dich Vl;l cua nganh HK.
Vi<$c di~u chinh nay du'c;Jc thl;l'c hi<$n thong qua phu'ong phap dinh tinh voi
vi<$c thao lu~n voi m9t m§u g6m 12 khach hang (6 nam, 6 nu) thu'ong xuyen sii'
d1;1ng dich Vl;l HK t~i TPHCM. Ke't qua nay du'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'tay doi voi mQt m§u g6m 30 khach hang ( 20 t~i TPHCM va 10 t~i Ha N<)i) da sii'
dl;lng dich Vl;l HK va ke't qua la c6 4 bie'n quan sat bi lo~i bo (G6m bie'n v_27,
v_ 4 7, v_ 48, v_ 49) . Co sCi d€ lo~i bo la hfru he't nhung nguoi dtroc phong va'n d~u


- 12-

cho ding chung khong quan trQng d6i voi hQ ho~c hQ khong h~ 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 b~ng 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 m~t 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 v~t 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 nghi~m la theo tieu chu£n 5:1 tuc la 5 mciu cho mot bie'n quan sat
[I12,trang 25]. Nhu' v~y 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 v~y kich thu'oc mciu d~ 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 th~p va ki§m tra c6 14 bang bi lo<;ti do c6 qua nhi~u 6 tr6ng. Cu6i cung
336 bang cau hoi hoan ta't dU'QC su dl;lng. Dfi' li~u du'QC nh~p va xi't ly tren phfin

m~m 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 Vi~t Nam (chie'm 92%), 27 khach
hang la Vi~t ki~u ho~c ngu'oi Vi~t 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 nhi~u hang HK khac nhau(72%).
V~ gioi tfnh CO 179 khach hang dl1QC phong vcfn la nu chie'm

53%, 157

khach hang dl1duhang 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%). V~ 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 h~ s{ftin c/jy cronbach alpha
Bay la bl1oc d§u tien d~ danh gia thang do nh~m loc.ti cac bie'n rae trl1oc,
trong phan tich nay, cac bie'n c6 h<$
correlation) nho bon 0,3 se

s6 tl1ong quan bie'n t6ng (item-total

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
Ket qua phan tich h<$

V{l

s6 tin c?y cronbach alpha cua thang do chcft ll1
dich V\1 dl1<;5c trlnh bay trong phl,Ill,Ic 1.8
Tcft ca cac thanh ph§n chcft ll1<;5ng d~u 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 chu~n d~ 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 chu~n d~ ra.
Nhl1 v?y tcft ca cac bie'n d~u 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 d~u 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 h~ s6 stl' dt,mg trong phan tich nay la principal aXIS
factoring voi phep quay promax va di~m dung khi trich cac ye'u t6 c6 eigenvalue
la 1. Tieu chu~n d~ cha'p nh~n 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 nh~n khi khi t6ng phu'ong sai trich
b~ng ho~c 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

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 th~ hi~n trong bang 1.2

Bang 1.2 : Ke't qua phan tfch EFA cua thang do cha't htqng dich V\1 HK

Ye"u t6

Bie'n quan sat
1

v 01

I

I

2

3

4
0,722

5

6

1


- 15 -

I

I

v 02
v 03
v 04
v 05
v 06
v 08
v 12
v 13
v 14
v 15
v 16
v 17
v 18
v 20

v 21
v 22
v 23
v 24
v 25
v 26
v 27
v 28
v 29
v 31
v 32
v 33
v 34
v 35
v 36
v 37
v 38
v 41
v 42
v 43
v 44
EigenValue
Phuong sai trich(%)
Cronbach Alpha

0,660
0,592
0,668
0,604
0,538

0,592
0,539
0,623
0,762
0,575
0,478
0,610
0,606
0,453
0,513
0,471
0,737
0,885
0,738
0,823
0,619
0,824
0,767
0,498
0,564
0,473
0,799
0,807
0,698
0,595
0,448
0,891
0,891
0,908
0,743

15,325
41,471
0,9083

2.553
6.004
0,8736

1.746
3.656
0,9175

1,584
3,351
0,8182

1,107
1,900
0,8814

1.037
1,782
0.8948