Các yếu tố ảnh hưỏng đến chất lương dịch vụ của các doanh nghiệp kinh doanh khách sạn tại TP. Đà Nẵng

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<b>Cac yeu to </b>

<b>anh hu'dng den chat lu'cfng </b>

<b>djch vu cua cac doanh nghiep </b>

<b>kinh doanh khach san </b>

<b>lai TP. Da NSne </b>

<b>• *-^ LE ANH TUAN* </b>

<b>N G U Y I N LE NHAN** </b>

<b>Tom tat </b>

<i>Ket qud khdo sdt 389 mdu vdi ddi tuang chinh Id chu doanh nghiep, qudn ly, nhdn vien vd </i>
<i>khdch hdng cd sd dung dich vu khdch sgn tren dia bdn TP. Dd Ndng thdi gian vda qua cho </i>
<i>thdy, cdc yeu to': Dieu kien vdt chdt; Khd ndng phue vu cua dan vi Id nhitng yeu to' quan </i>
<i>trong quyet dinh den sU hdi long khi sd dung cdc dich vu khdch sgn cua cdc doanh nghiep </i>
<i>ben cgnh cdc yeu td khdch quan ben ngodi. Td ket qud nghien cdu, tdc gid dua ra mot sd </i>
<i>gai y cho nhd qudn tri trong viec hodn thien mot sd cdc chinh sdch nhdm ndng cao han nita </i>
<i>chdt luang dich vu khdch sgn tren dia bdn TP. Dd Ndng (Bdi viet sddi^ng cdch viet so thdp </i>
<i>phdn theo chudn qudc te). </i>

<i><b>TiJf khda: chdt luang dich vu, khdch sgn, Dd Ndng, mdc do hdi long </b></i>

<b>Summary </b>

<i>Through a survey of 389 samples with the main subjects being business owners, managers, </i>
<i>staffs and customers who have used hotel service in Da Nang city in the recent time, the study </i>
<i>shows that Material condition and Ability to serve are the important factors determining the </i>

<i>satisfaction when using the hotel service of enterprises beside the external factors. From </i>
<i>the findings, the authors provide some suggestions for managers in finalizing some policies </i>
<i>in order to improve the quality of hotel service in Da Nang city (The article uses decimal </i>
<i>\ number according to international standards). </i>

<i><b>Keywords: quality of service, hotel. Da Nang, satisfaction level </b></i>

<i><b>^ </b></i>

<b>GIOI THIEU ddng het cdng sua't phdng ngay ca trong mua eao die'm </b>
ve du lich, nhieu khach san rdi vao tinh trang khdng
Theo sd'lieu cua Sd Du lieh Da NSng, hoat ddng hoac hoat ddng cam chffng trong miia tha'p
lh den het nam 2016, tren dia ban die'm. Dai dien Phdng Quan ly ed sd Lffu tru Sd Du
hanh phd' ed 575 ed sd lffu tru du lieh lieh Da Nang cho bie't, ddi vdi phan khiic khach san dat
Si tren 21,300 phdng. Trong dd, loai 4-5 sao, dae biet la khach san nghi dffdng cd cdng sua't
nh ed sd Iffli trii la khach san chie'm budng phdng dat binh quan 75% trong nam. Khach san
)%. Sd' Iffdng cd sd lffu tru va phdng hang 3 sao vao miia tha'p diem chi dat 35% cdng sua't,
lach san tai Da Nang tang binh quan tff dae biet dd'i vdi khach san quy md nhd hang 1-2 sao,
)%-14%/nam. Tuy nhien, qua khao sat miia cao die'm cung chi dat 50% va mda tha'p die'm dat
'ffc te'cua Sd Du lieh Da Nang, tren dia 25% edng sua't (Doan Thanh, 2017).

in, da xua't hien tinh trang cung vffdt Trong bd'i canh "dff eung" nhff vay, de tdn tai, phat
la eau, he thd'ng khach san Ididng boat trien va di vao hoat ddng ed hieu qua, eac doanh nghiep

hS., **ThS., Tru'dng Dai hoc Duy Tan Da Ning I Email:
<i>"^•dy nhan bdi: 26/09/2018; Ngdy phdn bien; 09/10/2018; Ngdy duyet ddng: 22/10/2018 </i>

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<i>HINH: MO HilSH NGHIEN C(i(l DE XUAT </i>

<i>Sir tin cav </i>

<i>Su ddp irns </i>

<i>Ndng lyc phue vu </i>

<i>Sir dong cdm </i>

<i>Phifffns tien hiru hinh </i>

<i>Yeu to khdc </i>

HO

HI

H2

H3

H4

H5

<b>Chat lirong dich </b>
<b>vu khach san </b>

Mguon: De xuat ciia nhom tac gia

kinh doanh khach san - du hch khdng chi can tao cho minh
ldi the' ve cd sd vat chat ky thuat, ma edn phai tao ra mgt

net ddc dao rieng cd trong chat Iffdng dich vu cung cap.

CO s d LY THUYET VA PHU'ONG PHAP
NGHIEN CLfU

<b>Ccf sd ly thuyet </b>

Theo nghien effu eiia Parasuraman va edng sff
(1985), thi "Chat Iffdng dich vu la mffe chenh lech giffa
sff mong ddi cua khach hang va dich vu ma khach hang
cam nhan dffdc". Cac tae gia da gidi thieu thang do
SERVQUAL gdm 10 thanh phan: (1) Phffdng tien hffu
hinh; (2) Tin cay; (3) Dap ffng; (4) Nang Iffe phue vu;
(5) Tie'p can; (6) An can; (7) Thdng tin; (8) Tin nhiem;
(9) An toan; (10) Thau hieu.

Sau nhieu nghien cffu kiem dinh eung nhff ffng dung,
SERVQUAL dffdc thffa nhan nliff mdt thang do ed gia
tri ly thuye't eung nhff thffc tien. Tuy nhien, thu tue do
Iffdng SERVQUAL kha dai ddng. Do vay, da xua't hien
mdt bien the eua SERVQUAL la SERVPERF. Thang
do nay dffdc Cronin va Taylor (1992) gidi thieu, xae
dinh chat Iffdng dich vu bang each ehi do Iffdng chat
Iffdng dich vu cam nhan (thay vi do ca chat Iffdng cam
nhan iSn ky vgng nhff SERVQUAL). Hai dng eho rang,
cha't Iffdng dich vu dffdc phan anh td't nha't bdi chat
Iffdng cam nhan, ma khdng can cd chat Iffdng ky vgng,
eung nhff danh gia trgng sd' cua 5 thanh phan.

Nhff vay, cd the' tha'y, chat Iffdng dich vu la ket qua

eua mdt qua tnnh danh gia tich luy eua khach hang dffa
tren sff so sanh giffa chat Iffdng mong ddi va mffe do chat
Iffdng khach hang da nhan dffdc. Ndi each khac, chat
Iffdng dich vu ludn dffdc so sanh vdi mffe do thda man
nhu cau cua khach hang sau khi da tieu dung dich vu.

<b>M6 hinh nghien cu'u </b>

Tff cac quan die'm khae nhau va cae md hinh nghien
effu cua cac nha nghien effu trffdc, theo dd cac gia
thuye't dffdc tae gia de nghi de kie'm dinh trong nghien
cffu nay, ddng thdi la cd sd de' thiet ke md hinh nghien
cffu, nhff sau:

<i>(HO): Cdc yeu td thuoc nhdm yeu toed lien quan den sU </i>
<i>tin cdy dnh hudng den Chdt luang dich vu khdch san cda </i>
<i>TP.DdNdng </i>

<i>(HI): Cdc yeu td thudc nhdm yeu to </i>
<i>cd lien quan den sU ddp dng dnh hudng </i>
<i>den Chdt luang dich vu khdch sgn cua </i>
<i>TP. Dd Ndng. </i>

<i>(H2): Cdc yeu td thudc nhdm yeu to </i>
<i>cd lien quan den ndng luc phue vu anh </i>
<i>hudng den Chdt luang dich vu khdch sqn </i>
<i>cua TP. Dd Ndng. </i>

<i>(H3): Cdc yeu td thuoc nhdm yeu to </i>
<i>cd lien quan den sU dong cdm dnh hudng </i>

<i>den Chdt luang dich vu khdch sgn cm </i>
<i>TP. Dd Ndng. </i>

<i>(H4): Cdc yeu td thudc nhdm yeu toco </i>
<i>lien quan den phuang tien hdu hinh anh </i>
<i>hudng den Chdt luang dich vu khdch sqn </i>
<i>cua TP. Dd Ndng. </i>

<i>(H5): Cdc yeu td thudc nhdm yeu to </i>
<i>khdc dnh hudng den Chdt luang dich vu </i>
<i>khdch sgn cua TP. Dd Ndng. </i>

Dffa tren nen tang cd sd ly thuye't ve
chat Iffdng dich vu khach san va eac yeu to
anh hffdng den chat Iffdng dich vu khach
san cua cae nghien effu trffdc dd, tac gia
de xuat md hinh nghien ciiu nhff Hinh.

<b>Phifcfng phap nghidn citu </b>

Nghien effu dinh Iffdng dffdc thtfc
hien thdng qua phffdng phap phdng van
cac nha quan ly, nhan vien khach san va
cae khach hang sff dung dich vu khach
san tren dia ban TP. Da N£ng.

Trong nghien effu nay, tac gia da thu
thap 420 mlu va sff dung phffdng phap
lay miu phi xac sua't. Vdi 420 phie'u dieu
tra thu ve, ehi ed 389 phie'u du yeu cau

thdng tin eho phan tich, do mdt so ca the
khdng tra ldi day du thdng tin hoac sai
yeu eau can thie't cua mSu khao sat. Thdi
gian khao sat: tff thang 03-08/2018.

Cac dff lieu sau khi thu thap da dtfcfc
lam sach va xff ly bang phan mem SPSS
20.0 de kiem dinh cac gia thuye't nghien
effu. Do tin cay thang do dffdc kiem tra
theo he so Cronbach's Alpha. Nhffng bien
cd he sd tffdng quan bie'n td'ng nhd hdn 0.3
se bi loai. Thang do cd he sd Cronbach's
Alpha tii" 0.7 trd len dffdc chap nhan.

KET QUA NGHIEN CLfU KET QUA
KIEM DjNH THANG DO

Chat Iffdng dich vu eua khach san
dffdc do Iffdng bang 24 bien quan sat.
Sau khi kiem tra mffe tin cay hang
Cronbach's Alpha, he sd tffdng quan cua
cac bie'n quan sat so vdi bien td'ng deu
phd hdp vdi yeu cau, nen khdng ed bien
nao bi loai va cac bie'n thanh phan trong
nghien cffu deu cd he sd tin cay eao. He

<b>36 </b>

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va Dir bao

sd Cronbach's Alpha eua bien Sff tin cay
la 0.844; cua Sff dap ffng la 0.861; eua
bie'n Nang Iffc phue vu la 0.8; cua bie'n
Sff ddng cam 0.726; cua bie'n Phffdng tien
hffu hinh la 0.724; cua bien Yeu td khac
la 0.765.

<i><b>K^ qua phan tich yeu tdkhdm pha (EFA) </b></i>

Phan tieh yeu to se dffdc sff dung de
kie'm dinh sif hdi tu cua cac bien thanh
phan ve khai niem. Kiem dinh sff thieh
hdp eua phan tich ye'u to vdi dff lieu
cua mau thdng qua thd'ng ke
KaiNLPV-Meyer-Olkin (KMO). Theo dd, tri sd
KMO phai du ldn (giffa 0.5 va 1) nghia
la phan tich ye'u to la thieh hdp (Garton
2003), ne'u tri sd' nay nhd hdn 0.5, thi
phan tieh ye'u td' cd kha nang khdng thich
hdp vdi cae dff kien.

Trong phan tieh EFA, sau 2 lan chay
EFA cho tha'y, tai mffe gia tri Eigenvalues
=1 vdi phffdng phap tieh nhan so vdi
phep quay Varimax cho phep tieh dffdc 4
ye'u tdtff 12 bie'n quan sat va phffdng sai
dffdc la 65.651%. Cae thanh phan ed he
so ehuyen tai dat yeu eau (>0.5) dam bao
mffe y nghia trong phan tich ye'u to. Kiem
dinh KMO va Bartlett's trong phan tieh

factor eho tha'y, gia thuye't nay bi bae bd
(Sig*. 000<0.5) va he sdKMO (=0.889>
0.5) cao chffng td phan tieh EFA thich
hdp dffdc sff dung trong phan tieh nay.
Ke't qua eu the dffdc the hien thdng qua
dff lieu d Bang 1.

<i><b>Ket qud phdn tich mo hinh hoi quy </b></i>

Sau khi phan tich EFA, vdi phep quay
Varimax va phffdng phap tinh trung binh
gia tri eua eac bie'n quan sat trong cac
nhdm ye'u td, da dffa ra dffdc md hinh cae
ye'u td' anh hffdng de'n chat Iffdng dich vu
khach san gom 4 ye'u to ldn, nhff sau: (i)
Do tin cay, cd ten day du la mffe do tin
cay, uy tin va phu hdp eua khach san; (ii)
Sff dap ffng: gia ca, sff an toan va sff da
dang; (iu) Ye'u to khac: thu nhap khach
hang, cd sd vat chat cua khach san; (iv)
Nang Iffc phue vu: thai do, trinh do chuyen
mdn nhan vien. Trong dd, chat Iffdng dich
vu eua khach san la gia tri trung binh bie'n
phu thudc, 4 bie'n cdn lai la bie'n dgc lap
va dffdc gia dinh la cae ye'u to tac ddng
de'n chat Iffdng dich vu cua khach san.
Phan tieh hdi quy de xac dinh eu the' trgng
so cua tffng yeu td de'n chat Iffdng dich vu
khach san vdi bie'n ddc lap la:

<i>XI = (DOTINCAYUYTINPHUHOP) </i>
<i>-Mdc do tin cdy, uy tin vd phu hap; </i>

<i>X2 = (GIACAANTOANVADADANG) </i>
<i>-Gid cd, sU an todn vd sU da dgng; </i>

<b>KMO and Bartlett's Test </b>
Kaiser-Meyer-Olkin

Measure of Sampling
Adequacy.

Bartlett's Test of
Sphericity
Approx. Chi-Square
Df
Sig.
.889
1479.835
66
.000
<b>Total Variance Explained </b>

Cotrpoient
1
2
3
4
5
6

7
8
9
10
11
12
Initial Eigenvalues
Total
4.733
1.320
.979
.846
.714
.628
.573
.543
.478
.450
.375
.361
%of
Variance
39.440
10.999
8.158
7.053
5.950
5.234
4.775
4.521

3.987
3.753
3.123
3.007
Cumulative
%
39.440
50.439
58.597
65.651
71.600
76.834
81.610
86.131
90.117
93.870
96.993
100.000

Extraction Sums of
Squared Loadings
Total
4.733
1.320
.979
.846
%of
Variance
39.440
10.999

8.158
7.053
Cumulative
%
39.440
50.439
58.597
65.651

Rotation Sums of
Squared Loadings
Total
3.618
1.651
1.426
1.183
%of
Variance
30.151
13.757
11.887
9.856
Cumulative
%
30.151
43.908
55.795
65.651

BANG 2: KET QUA PHAN TICH HOI QGY

<b>Ten bie'n </b>

Hang so
Tin cay
Dap iJng

Nang lu'c phue vu
Khac

ChisoR2

Chi so R^ dieu chinh

<b>KihiSu </b>
(Constant)
TC
DU
NL
KH
R Square

Adjusted R Square

<b>He sd'hdi quy </b>
<b>B </b>
0.331
0.384
0.310
0.110

0.290

<b>Gia tri tho'ng ke </b>
<b>T </b>
0.363
16.757
10.316
9.401
14.782
Sig
.051
.000
.000
.054
.000
0.835
0.834

Ngudn: Tinh toan cua nhom tac gia

<i>X3 = (THUNHAPCOSOVATCHAT) Thu nhap </i>
<i>khdch hdng vd ca sd vdt chdt khdch sgn; </i>

<i>X4 = (THAIDOTRINHDOCHUYENMON) - Thdi do </i>
<i>vd trinh do chuyen mdn nhdn vien. </i>

Phffdng trinh phan tieh hdi quy bdi dffdc bie'u dien,
nhff sau:

<i><b>Y = pO+ plXl + 132X2+ [33X3 + p4X4 </b></i>

Trong dd:

Y la bie'n phu thudc the hien Chat Iffdng dich vu
khach san.

pi, p2, p3, P4 la cac he sdhdi quy.

Ke't qua phan tieh eac he so hdi quy cho tha'y,
gia tri Sig. cua eac bie'n ddc lap deu nhd hdn 0.05.
Do dd, ed the' ndi rang, cae bie'n ddc lap nay deu cd
tac dgng de'n chat Iffdng dich vu khach san tai TP.
Da Nang, cu the': He so hdi quy chuan hda eua bie'n
Mffe do tin cay, uy tin va phii hdp cua khach san
<i>(DOTINCAYUYTINPHUHOP) la 0.384; Bie'n Gia ea, </i>
<i>sff an toan va sff da dang (GIAC/^NTOANVADADANG) </i>
la 0.310; Bie'n Thu nhap khach hang va cd sd vat chat
<i>eua khach san (THUNHAPCOSOVATCHAT) la 0.290; </i>
Bie'n Thai do va trinh do chuyen mdn nhan vien
<i>(THAIDOTRINHDOCHUYENMON) la 0.110. </i>

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Phffdng trinh hdi quy cho md hinh dffdc xay dffng
lai nhff sau:

<i>CLDV=0.331 + 0.384xDOTINCAYUYTINPHUHOP </i>
<i>+ 0.310 X GIAC/ViNTOANVADADANG + </i>
<i>0.290 X THUNHAPCOSOVATCHAT + 0.110 x </i>
<i>THAIDOTRINHDOCHUYENMON </i>

KET LUAN VA M O T SO DE XUAT

Md hinh giai thieh dffdc gan 83.5% sff thay ddi cua
chat Iffdng dich vu khach san la do eac bie'n ddc lap eua
md hinh tao ra, cdn lai 16.5% bie'n thien dffdc giai thich
bdi cae bie'n khae ngoai md hinh.

Md hinh eho tha'y, cac bie'n ddc lap deu anh hffdng
de'n chat Iffdng dich vu khach san tai TP. Da Nang.
Qua phffdng trinh hdi quy, khi danh gia ye'u to ve Mffe
do tin cay, uy tin va phu hdp eiia khach san tang len 1,
thi chat Iffdng dich vu khach san trung binh tang len
0.384, giff nguyen cac bie'n ddc lap cdn lai khdng dd'i.
Tffdng tff nhff vay, khi die'm danh gia ve Gia ea, sff an
toan va sff da dang tang len 1, thi chat Iffdng dich vu
khach san trung binh tang len 0.310; khi die'm danh
gia bie'n Thu nhap khach hang va ed sd vat chat cua
khach san tang len 1, thi chat Iffdng dich vu khach
san trung binh tang len 0.290; khi die'm danh gia ve
Thai do va trinh do chuyen mdn nhan vien tang len
1, thi chat Iffdng dich vu khach san trung binh tang
lenO.llO.

Ke't qua kiem dinh md hinh cho tha'y, md hinh ly
thuye't dat do tffdng thieh vdi dff lieu thi trffdng va 4
trong 6 gia thuye't ve md'i quan he giffa cae khai niem
trong md hinh ly thuyet dffdc chap nhan. Mdt each
tdng quat ye'u td': Mffe do tin cay, uy tin va phu hdp

cua khaeh san; Gia ea, sff an toan va si/
da dang; Thu nhap khaeh hang va Co sd

vat chat eua khach san; Thai do va trinh
do chuyen mdn nhan vien giai thich hdn
50% sff anh hffdng de'n chat Iffdng dich
vu khach san tai TP. Da Nang.

Nhff vay, mud'n nang eao cha't IffOng
dich vu khach san, thi can thffe hien mot
vai giai phap nham tac ddng de'n tii'ng
ye'u td' anh hffdng, nhff sau:

<i>Thd nhdt, can dau tff phat trien them </i>
nhieu tien ich (dang ky phdng dc, cac dich
vu bd sung, cae hinh thffc thanh toan phd
hdp...), dau tff cdng nghe hien dai, chuyen
nghiep, tang cffdng an ninh, thffdng xuyen
dao tao nhan Iffe de day manh mffe do tin
cay uy tin eua khach san.

<i>Thd hai, trie'n khai day manh thanh </i>
toan khdng diing tien mat, ffu dai cho cac
khach hang than thie't... danh vao yeu to
gia ca, SIX da dang.

<i>Thd ba, xay dffng phdng dc khang </i>
trang, tien nghi, ed nhffng quan tam den
thu nhap khach hang mue tieu de dffa ra
cac mffe gia ca hdp ly... hffdng de'n doi
tffdng thu nhap cua khaeh hang.

Tdm lai, vdi ta't ca nhffng giai phap

tren, ed the trd thanh die'm manh c(J
ban de giup eho cae khach san tdn tai
va ngay cang phat trien. Nang cao chat
Iffdng dich vu tren ca sff mong ddi cua
khach hang la muc tieu quan trgng, ciing
la dich de'n khaeh san nen hffdng tdi.Q

<b>TAI LIEU THAM KHAO </b>

<i>1. Dinh Phi Ho (2011). Phuang phdp nghien cdu dinh luang, Nxb Phffdng Ddng </i>

<i>2. Hoang Trgng va Chu Nguydn Mdng Nggc (2008). Phdn tich dif lieu nghien cdu vdi SPSS, Nxb </i>
Hong Dffc

<i>3. Doan Thanh (2017). Dd Nang: Kinh doanh dich vu luu tru tiem dn nhieu rui ro, truy capti </i>

4. Cronin, J. J & Taylor (1992), S. A. Measuring Service Quality: A Reexamination and
<i>Extension, Journal of Marketing, 56 (July), 55-68 </i>

<i>5. Gronroos, C. (1984). A Service Quahty Model and its Marketing Imphcations, European </i>
<i>Journal of Marketing, 18(4), 36-44 </i>

6. Gronroos, C. (1990). Service Management: A Management Focus for Service Competition,
<i>International Journal of Service Industry Management, 1(1), 6-14 </i>

<i>7. Kotier, P. and Armstrong, G. (2004). Principles of Marketing, 10th edition. Upper Saddle </i>
River, New Jersey: Prentice Hall

8. Lee, H. et al. (2000). The determinants of perceived service quahty and its relationship with

<i>satisfaction, Journal of Service Marketing, 14(3), 217-231 </i>

9. Parasuraman et. al (1985). A conceptual model of service quality and its implications for
<i>future research. Journal of Marketing, 49(4), 41-50 </i>

10. Parasuraman et. al (1988). SERVQUAL multiple-item scale for measuring consumer
<i>perceptions of service quality. Journal of Retailing, 64(1), 12-40 </i>

<i>11. Zeithaml, V. A. and Bitner, M.J. (2000). Services Marketing: Integrating customer focus </i>
<i>across thefirm, Boston: Irwin/ McGraw-Hill </i>

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Các nhân tố ảnh hưởng đến chất lượng dịch vụ của công ty TNHH bảo hiểm nhân thọ prudential việt nam trên địa bàn thành phố đà nẵng

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