HA XUYEN.doc

cng lun vn Thc s GVHD: PGS.TS L Th Gii

LI CAM OANTi cam oan y l cng trnh nghin cu ca ring ti.

Cc s liu, kt qu nu trong lun vn l trung thc v cha tng c ai cng b trong bt k cng trnh no khc.Tc gi lun vn H XuynMC LCM U11.Tnh cp thit ca ti12.Mc tiu nghin cu13.i tng v phm vi nguyn cu24.Phng php nghin cu25. ngha thc tin ca ti36.Cu trc ti37.Tng quan ti liu nghin cu4CHNG 1: C S L LUN V THC TIN NGHIN CU S HI LNG CA KHCH HNG I VI DCH V KHCH SN71.1. KHI NIM V C IM DCH V71.1.1. Dch v71.1.2. c im dch v71.1.3. Cht lng dch v91.2. S HI LNG CA KHCH HNG121.2.1. Khi nim121.2.2. Cc quan im v s hi lng ca khch hng121.2.3. Cc nhn t nh hng n s hi lng ca khch hng131.3. CC M HNH NGHIN CU S HI LNG KHCH HNG I VI DCH V141.3.1. M hnh cht lng dch v SERVQUAL141.3.2. M hnh SERVPERF (Cronin & Taylor, 1992)171.3.3. M hnh khong cch cht lng dch v ca Parasuraman v cc tc gi (1985)191.3.4. M hnh ca Rust & Oliver, 1994221.3.5. M hnh ca Gronross (1984)22CHNG 2: THIT K NGHIN CU242.1. TNG QUAN V KHCH SN HONG ANH GIA LAI NNG242.1.1. Gii thiu chung v khch sn Hong Anh Gia Lai242.1.2. Cc dch v ti khch sn292.2. TIN TRNH NGHIN CU302.2.1. Tin trnh nghin cu302.3. PHNG PHP NGHIN CU332.3.1. Nghin cu nh tnh332.3.2. Nghin cu nh lng36CHNG 3: KT QU NGHIN CU383.1. M T PHNG PHP THU THP THNG TIN V KCH THC MU383.1.1. Phng php thu thp thng tin383.1.2. Kch thc mu383.2. THNG K M T MU383.2.1. Thng k mu theo gii tnh, tui, thi gian s dng dch v, ngh nghip383.2.2. Thng k gi tr th hin s hi lng ca cc cu tr li403.3. NH GI THANG O BNG H S TIN CY CRONBACHS ALPHA453.3.1. nh gi thang o cc nhn t tc ng n s hi lng bng h s tin cy Cronbachs Alpha453.3.2. nh gi thnh phn s hi lng bng h s tin cy Cronbachs Alpha503.4. KIM NH THANG O BNG PHN TCH NHN T KHM PH (EFA)513.4.1. Thang o cc nhn t tc ng n s hi lng i vi dch v ti khch sn513.4.2. Thang o thuc nhn t s hi lng563.4.3. M hnh hiu chnh573.5. KIM NH M HNH NGHIN CU BNG PHN TCH HI QUY BI593.5.1. Xem xt s tng quan gia cc bin593.5.2. Phn tch hi quy tuyn tnh bi593.6. M HNH CC NHN T NH HNG N S HI LNG CA KHCH HNG TI KHCH SN733.7. PHN TCH MC NH HNG CA TNG NHN T N S HI LNG CA KHCH HNG TI KHCH SN733.8. PHN TCH NH GI CA KHCH HNG I VI CC NHN T NH HNG N S HI LNG CA KHCH HNG TI KHCH SN743.9. NHN XT KT QU CA NGHIN CU V SO SNH VI CC KT QU NGHIN CU TRC75CHNG 4: HM CHNH SCH774.1. CC KT QU NGHIN CU CHNH774.2. HM CHNH SCH V NNG CAO S HI LNG774.2.1. Nng cao kh nng gii quyt vn 774.2.2. Nng cao kh nng p ng784.2.3. Nng cao phng tin hu hnh784.3. HN CH CA NGHIN CU NY79KT LUN80

DANH MC TI LIU THAM KHOQUYT NH GIAO TI LUN VN (BN SAO)

BN NHN XT CA NGI HNG DN LUN VN THC S

PH LC

DANH MC CC CH VIT TTEFAPhn tch nhn t khm ph

(Exploratory Factor Analysis)

ANOVAPhn tch phng sai

(Analysis Variance)

SigMc ngha quan st

(Observed significance level)

SPSSPhn mm thng k cho khoa hc x hi

(Statistical Package for the Social Sciences)

KCKhong cch

HAGLHong Anh Gia Lai

DANH MC CC BNG BIUS hiu bngTn bngTrang

1.1Cc nhn t trong thang o SERVPERF18

2.1Bng tng hp cc kt qu nghin cu ca cc tc gi i trc31

2.2Cc bin trong thang o tin cy34

2.3Cc bin trong thang o s m bo34

2.4Cc bin trong thang o kh nng p ng35

2.5Cc bin trong thang o s cm thng35

2.6Cc bin trong thang o phng tin hu hnh35

2.7Cc bin trong thang o s tn nhim36

2.8Cc bin trong thang o s hi lng36

3.1Thng tin mu39

3.2Thng k nhn t tin cy40

3.3Thng k nhn t s m bo41

3.4Thng k nhn t kh nng p ng41

3.5Thng k nhn t s cm thng42

3.6Thng k nhn t phng tin hu hnh43

3.7Thng k nhn t s tn nhim44

3.8Thng k nhn t s hi lng44

3.9Cronbachs Alpha thang o tin cy46

3.10Cronbachs Alpha thang o s m bo - ln 146

3.11Cronbachs Alpha thang o s m bo - ln 247

3.12Cronbachs Alpha thang o kh nng p ng48

3.13Cronbachs Alpha thang o s cm thng48

3.14Cronbachs Alpha thang o phng tin hu hnh49

3.15Cronbachs Alpha thang o s tn nhim50

3.16Cronbachs Alpha thang o s hi lng50

3.17Bng ch s KMO cc thang o51

3.18Bng 6 nhn t rt ra sau khi phn tch EFA52

3.19Bng xoay cc nhn t nh hng n s hi lng53

3.20Bng ch s KMO thang o thuc nhn t s hi lng56

3.21Bng xoay cc nhn t thuc s hi lng56

3.22Kt qu phn tch hi quy - ln 159




3.26Phn tch phng sai ANOVA v s khc bit v mc hi lng theo gii tnh70

3.27Phn tch phng sai ANOVA v s khc bit v mc hi lng theo nhm tui71

3.28Phn tch phng sai ANOVA v s khc bit v mc hi lng theo ngh nghip72

3.29Bng nh gi ca khch hng i vi cc nhn t nh hng n s hi lng ca khch hng ti khch sn74

3.30Bng nh gi ca khch hng i vi nhn t s hi lng75

DANH MC HNH VS hiu hnh vTn hnh vTrang

1.1M hnh nhn thc ca khch hng v cht lng v s hi lng (Zeithaml & Bitner, 2000)11

1.2M hnh SERVQUAL (Parasuraman et al., 1988)16

1.3M hnh khong cch cht lng dch v (Parasuraman v cc tc gi, 1985)21

1.4M hnh 3 yu t (Rust & Oliver, 1994)22

1.5M hnh The Nordic Model (Gronross, 1984)23

2.1S t chc b my qun l khch sn26

2.2Tin trnh nghin cu s hi lng ca khch hng i vi dch v khch sn30

2.3M hnh nghin cu s hi lng ca khch hng i vi dch v khch sn33

3.1M hnh nghin cu iu chnh58

3.2 th phn tn66

3.3Biu phn phi chun phn d67

3.4Biu P-P plot68

3.5M hnh nghin cu s hi lng ca khch hng i vi dch v ti khch sn73

M U

1. Tnh cp thit ca tiNgy nay, nn kinh t ngy cng pht trin, i sng vt cht ca con ngi ngy cng c nng cao. Do nhu cu du lch i vi ngi dn trn khp th gii ngy cng tng. Vn t ra i vi ngnh du lch Vit Nam l lm sao thu ht khch du lch trong v ngoi nc n tham quan. Vai tr ca kinh doanh khch sn l khng th thiu trong ngnh du lch. Hin nay h thng khch sn pht trin vi tc nhanh, hng lot khch sn vi tiu chun quc t c xy dng v i vo hot ng lm cho mc cnh tranh ngy cng gay gt hn. tn ti v pht trin, cc khch sn phi to ra s khc bit v cht lng dch v. Bi mt khi cht lng dch v hon ho khng nhng khch sn c th gi c khch hng c m cn l cch marketing hiu qu nht n khch hng mi. V vy vic nghin cu s hi lng ca khch hng c ngha quan trng trong chin lc pht trin ca khch sn. ti Nghin cu s hi lng ca khch hng i vi dch v ti khch sn Hong Anh Gia Lai Nng nhm nh gi s hi lng ca khch hng v cht lng dch v ti khch sn v ra gii php nng cao cht lng dch v phc v khch hng tt hn.2. Mc tiu nghin cu

nh gi mc hi lng ca khch hng i vi dch v ti khch sn. Xc nh cc nhn t nh hng n s hi lng ca khch hng i vi dch v ti khch sn.

ra gii php nhm nng cao mc hi lng ca khch hng i vi dch v.3. i tng v phm vi nguyn cu- i tng nghin cu l khch tham quan du lch v ang s dng dch v ti khch sn Hong Anh Gia Lai - Nng, c th thng qua truyn ming.- Phm vi nghin cu bao gm gii quyt nhng ni dung sau:

+ Khi nim dch v v c im dch v.

+ Khi nim cht lng dch v khch sn v vic nh gi.

+ Hiu bit khi qut v khch sn.

+ Nhn xt, nh gi cht lng dch v ca khch sn t nhiu kha cnh khc nhau.

4. Phng php nghin cuS dng phng php nghin cu nh tnh v nh lng nh gi mc hi lng ca khch hng. Nghin cu nh tnh khm ph, iu chnh v b sung cc thang o cht lng dch v, thang o s hi lng. Nghin cu nh lng kim nh m hnh thang o v m hnh l thuyt v cht lng dch v, s hi lng v cht lng dch v.- C s d liu:

+ D liu s cp: T cc bng cu hi iu tra khch hng ti khch sn.

+ D liu th cp: T cc bo co tnh hnh khch hng lu tr ti khch sn qua cc nm.

- X l, phn tch d liu nghin cu: S liu c x l bng phn mm SPSS 16.0. Sau khi c m ha v lm sch, s thc hin cc phn tch: thng k m t, phn tch nhn t khm ph EFA, kim nh thang o bng h s tin cy Cronbachs alpha, phn tch phng sai v phn tch hi quy a bin.5. ngha thc tin ca ti ti nghin cu s hi lng ca khch hng i vi dch v ti khch sn mt cch c th. T khch sn s c nhng ci thin thch hp nhm nng cao hiu qu hot ng ca khch sn v gip cho khch hng lun cm thy hi lng mi khi tm n khch sn. Kt qu nghin cu l c s phc v cho vic trin khai cc dch v mi p ng nhu cu ca khch hng. Vi vic nghin cu s hi lng ca khch hng i vi dch v, khch sn s hiu r hn v nhu cu khch hng cng nh cht lng dch v m khch sn ang cung cp. y l cch nh gi mang tnh khch quan v khi qut cao o lng hiu qu hot ng ca khch sn trong mt khch hng. Trn c s nghin cu s hi lng ca khch hng i vi cc dch v ca khch sn Hong Anh Gia Lai trong thi gian qua, xut mt s bin php nng cao s hi lng ca khch hng. Nghin cu cng gp phn phc v cho chin lc pht trin Tt c v s hi lng ca khch hng m khch sn ra trong chin lc pht trin ca ton Tp on.6. Cu trc ti Gm cc phn chnh sau:

Phn m u: Gii thiu tnh cp thit ca ti, mc tiu, phm vi i tng nghin cu, phng php nghin cu, ngha ca ti.

Chng 1: C s l lun v thc tin nghin cu s hi lng ca khch hng i vi dch v khch sn Chng 2: Thit k nghin cuChng 3: Kt qu nghin cu

Chng 4: Hm chnh sch7. Tng quan ti liu nghin cuTing vit

PGS.TS L Th Gii, TS. Nguyn Xun Ln, Th.S ng Cng Tun, Th.S L Vn Huy, Th.S Nguyn Th Bch Thy (2006), Nghin cu Marketing L thuyt v ng dng, NXB Thng K.PGS.TS L Th Gii, TS. Nguyn Xun Ln, Th.S V Quang Tr, Th.S inh Th L Trm, Th.S Phm Ngc i (2011), Qun Tr Marketing, NXB Ti Chnh. Hong Trng v Chu Nguyn Mng Ngc (2005), Phn tch d liu vi SPSS, NXB Thng k.Nguyn nh Th (1998), Nghin cu Marketing, Nxb. Gio Dc.L Vn Huy (2007), S dng ch s hi lng ca khch hng trong hoch nh chin lc kinh doanh ngn hng: Cch tip cn m hnh l thuyt, Tp ch Khoa hc v Cng ngh, s 2(19).Nguyn Th Mai Trang, Cht lng dch v, s tha mn, v lng trung thnh ca khch hng siu th ti Thnh ph H Ch Minh, Tp ch pht trin KH & CN, tp 9, s 10- 2006.

L Hu Trang (2007), Lun vn Thc s, nghin cu s hi lng ca khch hng v dch v khch sn ca Cng ty C phn du lch An Giang chu tc ng ca cc thnh phn: tin cy, phn hi, s tn nhim, v phng tin hu hnh. Kt qu cho thy s tn nhim c nh hng mnh nht n s hi lng ca khch hng. Tc gi xut mt s gii php ci tin nng cao cht lng dch v khch sn ca cng ty du lch An Giang nh xem xt gi, chng trnh khuyn mi, thi nhit tnh gip khch hng, sn sng gip khch hng khi khch hng yu cu.Lu Thanh c Hi v Nguyn Hng Giang (2011), Tp ch khoa hc, nghin cu cc nhn t nh hng n s hi lng ca du khch n du lch ti Kin Giang chu tc ng bi cc nhn t: s tn nhim, tin cy, s m bo, phng tin hu hnh, kh nng p ng. Tc gi xut mt s gii php nh quan tm hn na n thi , hnh thc ca nhn vin, nng cao c s h tng, hon thin h thng c s lu tr.

Nguyn Th Thi Th (2012), Lun vn Thc s, nghin cu s hi lng ca khch hng i vi dch v truyn hnh MyTV ti thnh ph Nng chu tc ng ca cc nhn t: s m bo v kh nng cung ng, s tn nhim, phng tin hu hnh. Tc gi xut mt s gii php nh nng cao cht lng dch v truyn hnh, c s h tng phi c nng cao, xy dng cu trc gi c hp l, nng cao trnh nghip v cho nhn vin.inh Quang Tun (2011), Lun vn Thc s, nghin cu s hi lng ca khch hng s dng dch v tr lng qua ti khon ti cc ngn hng trn a bn Thnh ph Kon Tum chu s tc ng ca cc nhn t: s m bo, tin cy, kh nng cung ng, phng tin hu hnh. Tc gi xut mt s gii php nh o to i ng nhn vin ngn hng, pht trin mng li, tng cng bin php an ton cho khch hng s dng dch v.L Th Tuyt Trinh (2012), Lun vn Thc s, nghin cu s hi lng ca khch hng i vi dch v vin thng di ng Viettel ti Bnh nh chu tc ng ca cc nhn t: s m bo, kh nng cung ng, phng tin hu hnh. Tc gi xut mt s gii php nh ci tin cht lng cuc gi, nng cao s thun tin cho khch hng, xy dng cu trc gi cnh tranh.L Th Thy (2010), Lun vn Thc s, nghin cu s hi lng ca khch hng i vi dch v mng vinaphone trn a bn thnh ph Nng chu s tc ng ca cc nhn t: tin cy, phng tin hu hnh, s tn nhim. Tc gi xut mt s gii php nh nng cao cht lng mng, a dng ha cc loi hnh dch v, y mnh chng trnh khuyn mi, nng cao uy tn thng hiu. Tin Ha (2007), Lun vn Thc s, nghin cu s hi lng ca khch hng doanh nghip i vi sn phm, dch v ngn hng HSBC, chi nhnh Thnh ph H Ch Minh chu tc ng ca cc nhn t: tin cy, kh nng cung ng, phng tin hu hnh, s tn nhim. Tc gi xut mt s gii php nh nng cao cht lng dch v, hon thin kh nng phc v ca nhn vin, m bo tnh cnh tranh v gi.Ting Anh

Parasuraman, Valarie A. Zeithaml, & Leonard L. Berry (1985), A Conceptual Model of Service Quality and Its Implication for Future Research, Journal of Marketing vol.49 (Fall 1985), 41-50.Parasuraman, A. Zeithaml, V.A. and Berry, L.L., SERVQUAL: A Multi-item Scale for Measuring Consumer Perceptions of the Service Quality, Journal of Retailing, (64), 1, (1988), 12-40.

Philip Kotler (2001), Nhng nguyn l tip th, NXB Thng K.CHNG 1

C S L LUN V THC TIN NGHIN CU S HI LNG CA KHCH HNG I VI DCH V KHCH SN1.1. KHI NIM V C IM DCH V1.1.1. Dch v Philip Kotler nh ngha dch v nh sau: Dch v l mi hnh ng v kt qu l mt bn c th cung cp cho bn kia v ch yu l v hnh v khng dn n quyn s hu ci g . Sn phm ca n c th c hay khng gn lin vi sn phm vt cht.Theo Zeithaml & Britner (2000) dch v l nhng hnh vi, qu trnh, cch thc thc hin mt cng vic no nhm to gi tr s dng cho khch hng lm tha mn nhu cu v mong i ca khch hng.1.1.2. c im dch vDch v c cc c tnh sau: Tnh ng thi, khng th tch ri: Tnh khng th tch ri ca dch v y mun ni ti vic kh khn trong vic phn bit gia vic to thnh mt dch v v vic s dng dch v nh l hai cng vic ring bit hoc hai qu trnh ring bit. Mt dch v khng th tch ri thnh hai giai on: giai on to thnh v giai on s dng n. S to thnh v s dng ca hu ht cc dch v s xy ra ng thi vi nhau. Dch v v hng ha khng ging nhau. Hng ha u tin c sn xut, a vo kho, bn v s dng. Cn dch v c to ra v c s dng sut qu trnh to ra dch v .

Tnh cht khng ng nht: khng c cht lng ng nht, v dch v bt ngun t s khc nhau v tnh cht tm l, trnh ca tng nhn vin, ngoi ra cn chu s nh gi cm tnh ca tng khch hng. Tnh khng ng nht y mun ni n s khc nhau ca cc mc thc hin dch v. C ngha l dch v c th c xp hng t rt km cho n rt hon ho. Tnh khng ng nht lin quan n s bin thin cao trong vic thc hin dch v. Nhng vn thit yu v cht lng ca mt dch v c th thay i ty theo ngi phc v, khch hng v thi gian. V cn bn tnh bin thin trong dch v cng d xy ra v xy ra thng xuyn hn so vi s khng ph hp ca cc sn phm hu hnh, bi v dch v c mc tng tc con ngi cao. c im ny lm cho vic chun ha dch v tr nn kh thc hin hn. Tnh v hnh: Tnh v hnh ca dch v l tnh cht khng th s m hay nm bt dch v, khng c mt hnh dng c th nh mt sn phm. Nhng kinh nghim v dch v khch hng thng bao gm mt chui cc hot ng. Mi hot ng i din cho mt vi tng tc gia t chc cung cp dch v vi khch hng. Do v c bn sn phm dch v l vic thc hin, m n tri ngc vi sn phm vt l vn hu hnh. Mt dch v khng phi l vt th c th gi trong tay hay kim tra, cng khng th s m, nm th hay mc th mt dch v, cng kh c th tng tng ra tc ng ca mt dch v. V do tnh cht v hnh, mt dch v khng th thao din hay biu din trc c. Tnh khng lu tr c: khng lp kho lu tr nh hng ha hu hnh c. Ta khng th ct dch v v sau ly ra dng. Mt dch v s bin mt nu ta khng s dng n. Ta khng th tn tr dch v, v vy mt dch v khng th c sn xut, tn kho v sau em ra bn. Sau khi mt dch v thc hin xong, khng mt phn no ca dch v c th phc hi li c. gim nh hng ca tnh cht khng tn tr c ca dch v, ngi ta c gng bn cc dch v mc cao nht ca n.1.1.3. Cht lng dch v

a. Khi nim cht lng dch v

Cht lng dch v l nhng g khch hng cm nhn c. Cht lng dch v c xc nh da vo nhn thc hay cm nhn ca khch hng lin quan n nhu cu c nhn ca h.

Theo Parasuraman, Zeithaml v Berry (1985) th cht lng ca dch v l khi cm nhn ca khch hng v mt dch v to giao ngang xng vi k vng trc ca h. Cng theo Parasuraman th k vng trong cht lng dch v l nhng mong mun ca khch hng, ngha l h cm thy nh cung cp phi thc hin ch khng phi s thc hin cc yu cu v dch v.

Theo Joseph Juran & Frank Gryna Cht lng l s ph hp i vi nhu cu.Theo Armand Feigenbaum Cht lng l quyt nh ca khch hng da trn kinh nghim thc t i vi sn phm hoc dch v, c o lng da trn nhng yu cu ca khch hng - nhng yu cu ny c th c nu ra hoc khng nu ra, c thc hoc n gin ch l cm nhn, hon ton ch quan hoc mang tnh chuyn mn - v lun i din cho mc tiu ng trong mt th trng cnh tranh.

Theo American Society for Quality Cht lng th hin s vt tri ca hng ha v dch v, c bit t n mc m ngi ta c th tha mn mi nhu cu v lm hi lng khch hng.

Theo Peter Senge et al. Cht lng l mt qu trnh chuyn i theo phng thc chng ta suy ngh v lm vic cng nhau, theo phng thc m chng ta nh gi v ban tng v theo phng thc m chng ta o lng s thnh cng. Tt c chng ta phi hp vi nhau thit k v vn hnh h thng gi tr gia tng i km vi kim nh cht lng, dch v khch hng, ci thin quy trnh, mi quan h vi nh cung ng v mi quan h tt vi cng ng chng ta ang phc v v trong cng ng m chng ta vn hnh vi mc ti u v mt mc ch chung.

b. Cc nhn t quyt nh cht lng dch v

Nm 1988, Parasuraman khi qut 5 nhn t nh hng n cht lng dch v, gm: tin cy, hu hnh, s m bo, s cm thng, kh nng p ng.Nm 1990, Johnston v Silvestro cng a ra 5 nhn t nh hng n cht lng dch v: S n cn, s chm sc, s cam kt, s hu ch, s hon ho.Nm 1990, Gronroos a ra 6 nhn t nh hng n cht lng dch v: Tnh chuyn nghip, phong cch phc v n cn, tnh thun tin, s tin cy, s tn nhim, kh nng gii quyt khiu kin.c. Mi quan h gia cht lng dch v v s hi lng ca khch hngCht lng dch v v s hi lng tuy l hai khi nim khc nhau nhng c lin h cht ch vi nhau trong nghin cu v dch v (Parasuraman & ctg, 1988). C mt s bng chng thc nghim cho thy cht lng dch v l mt tin quan h nhn qu ca s hi lng ca khch hng (Cronin v Taylor nm 1992; Woodsidee tal, 1989). Tuy nhin, c rt t nghin cu thc nghim chng minh tm quan trng ca s o lng cht lng dch v trong vic xc nh s hi lng ca khch hng (Fisketal, 1993; Levesque v McDougall, nm 1996). Cc nghin cu trc y gi rng cht lng dch v nh hng trc tip v ng k n s hi lng (Caruanaetal, 2000; Baker v Crompton, 2000). Cc nh kinh doanh thng cho rng cht lng dch v v s hi lng ca khch hng l mt, c th thay th cho nhau. Tuy nhin, c nhiu nghin cu c thc hin v chng minh rng cht lng dch v v s hi lng ca khch hng l hai khi nim hon ton khc nhau. S hi lng ca khch hng l mt khi nim tng qut trong khi cht lng dch v ch tp trung vo cc nhn t ca cht lng dch v (Zeithamland Bitner, 2000). Da vo nhng kt qu nghin cu ny, Zeithaml & Bitner (2000) a ra m hnh nhn thc ca khch hng v cht lng v s hi lng.

Hnh 1.1: M hnh nhn thc ca khch hng v cht lng v s hi lng (Zeithaml & Bitner, 2000)

Hin vn cha c c s thng nht gia cc nh nghin cu v cc khi nim nhng a s cc nh nghin cu cho rng gia cht lng dch v v s hi lng khch hng c mi lin h vi nhau (Croninand Taylor, 1992; Spereng, 1996). S hi lng l hm ca s khc bit gia kt qu nhn c v k vng (Kotler, 2001). Parasuraman v cng s (1993) cho rng gia cht lng dch v v s hi lng khch hng tn ti mt s khc bit, im khc bit c bn l vn nhn qu . Cn Zeithalm & Bitner (2000) th cho rng s hi lng ca khch hng b tc ng bi nhiu yu t nh: cht lng sn phm, cht lng dch v, gi c, yu t tnh hung, yu t c nhn. Nh vy, theo m hnh cht lng dch v ch l mt trong nhng nguyn nhn dn n s hi lng ca khch hng. V th, mt vn t ra l phi nghin cu thm v mi quan h cc nhn t ca cht lng dch v vi mc hi lng ca khch hng s dng dch v. L do l cht lng lin quan n vic cung cp dch v, cn s hi lng ch nh gi c sau khi s dng dch v . Nu cht lng c ci thin nhng khng da trn nhu cu ca khch hng th s khng bao gi khch hng tha mn vi dch v .

1.2. S HI LNG CA KHCH HNG

1.2.1. Khi nim

Theo Philip Kotler, s tha mn - hi lng ca khch hng (Customer satisfaction) l mc trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t vic tiu dng sn phm/dch v vi nhng k vng ca chnh h. Mc hi lng ph thuc s khc bit gia kt qu nhn c v s k vng, nu kt qu thc t thp hn s k vng th khch hng khng hi lng, nu kt qu thc t tng xng vi s k vng th khch hng s hi lng, nu kt qu thc t cao hn s k vng th khch hng rt hi lng. S k vng ca khch hng c hnh thnh t kinh nghim mua sm, t bn b, ng nghip v t nhng thng tin ca ngi bn v i th cnh tranh. nng cao s tha mn ca khch hng, doanh nghip cn c nhng khon u t thm v t ra cng l u t thm nhng chng trnh marketing. 1.2.2. Cc quan im v s hi lng ca khch hng

Theo Tse v Wilto (1988), hi lng l phn ng ca khch hng v s khc bit gia mong mun v mc cm nhn sau khi s dng sn phm hay dch v.

Theo Brown (1992), s hi lng ca khch hng l mt trng thi trong nhng g khch hng cn, mun v mong i sn phm v gi dch v c tha mn hay vt qu s tha mn, kt qu l c s mua hng lp li, lng trung thnh v gi tr ca li truyn ming mt cch thch th.

Theo Oliver (1997), s hi lng l s p li y ca ngi tiu dng. N l mt s nh gi cho thy rng im c trng ca mt sn phm hay dch v c cung cp (hay ang c cung cp) mt mc hi lng lin quan n vic tiu dng, bao gm cc mc di hoc trn s p ng...

Theo Philip Kotler (2006), s hi lng l mc ca trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t sn phm (hay sn lng) vi nhng k vng ca ngi . Mc tha mn l hm ca s khc bit gia kt qu nhn c v k vng. Khch hng c th c cm nhn mt trong ba mc tha mn sau: Nu kt qu thc t km hn so vi k vng th khch hng s khng hi lng. Nu kt qu thc t tng xng vi k vng th khch hng s hi lng. Nu kt qu thc t vt qu s mong i th khch hng rt hi lng, vui sng v thch th.1.2.3. Cc nhn t nh hng n s hi lng ca khch hng

a. Cht lng dch vCht lng dch v l mc m mt dch v p ng c nhu cu v s mong i ca khch hng (Lewis & Mitchell, 1990; Asubonteng & ctg, 1996; Wisniewski & Donnelly, 1996). Edvardsson, Thomsson & Ovretveit (1994) cho rng cht lng dch v l dch v p ng c s mong i ca khch hng v lm tha mn nhu cu ca h.b. Gi c dch v

Gi c ph thuc vo nhiu yu t nh cht lng sn phm / dch v, uy tn thng hiu, cc dch v km theo nh chit khu, thanh ton, bo hnh Xu hng tiu dng trong thi i hin nay, khch hng c khuynh hng sn sng chi tr cho sn phm / dch v m h mua vi mt mc gi cao nu n p ng tt cho nhu cu ca khch hng. V vy, gi c cng c mt phn nh hng nht nh n s tha mn.

c. Thng hiuThng hiu l khi nim lun i lin vi nhng gi tr v hnh trong tim thc ngi tiu dng. y l nhn t quan trng v c tc ng trc tip n s hi lng khch hng. ng thi n cng c mi quan h ng bin i vi s hi lng i vi mt sn phm hay thng hiu no . d. S thun tinS thun tin trong ngnh kinh doanh dch v rt quan trng, n khng ch chi phi vic khch hng tip cn dch v m cn th hin vic khch hng s dng dch v y nh th no. Cng ra i ti mt thi im, doanh nghip no a ra dch v tip cn khch hng mt cch d dng hn th d ly lng khch hng hn.e. Kh nng cung ng

Khi cht lng dch v ca cc doanh nghip cung cp trn th trng l nh nhau th dch v khch hng chnh l u th cnh tranh trn th trng. Dch v khch hng bao gm h thng h tr khch hng v quy trnh h tr khch hng, phn hi nhanh thng tin m khch hng cn. iu khin khch hng yn tm s dng dch v, tin tng nh cung cp dch v v nng cao mc tha mn ca khch hng. 1.3. CC M HNH NGHIN CU S HI LNG KHCH HNG I VI DCH V 1.3.1. M hnh cht lng dch v SERVQUALMt cch o lng cht lng dch v c s dng rng ri l m hnh SERVQUAL c pht trin bi Parasuraman v cc tc gi khc (1988). SERVQUAL l cch tip cn c s dng nhiu nht o lng cht lng dch v, so snh s mong i ca khch hng trc mt dch v v nhn thc ca khch hng v dch v thc s c chuyn giao (Parasuraman et al., 1985). SERVQUAL l thang o a mc c xy dng nh gi s nhn thc ca khch hng v cht lng dch v trong ngnh dch v v bn l. Thang o phn tch khi nim cht lng dch v thnh 05 yu t sau:

- hu hnh (Tangibility): c s vt cht, trang thit b, din mo ca nhn vin

- tin cy (Reliability): kh nng thc hin dch v ph hp v ng thi hn ngay t ln u.

- p ng (Responsiveness): s sn sng gip v p ng li nhu cu ca khch hng.

- S m bo (Assurance): kh nng ca nhn vin to c lng tin vi khch hng- thu cm (Empathy): th hin s quan tm chm sc n tng c nhn khch hng. SERVQUAL th hin cht lng dch v nh l s khc nhau gia mong i ca khch hng v mt dch v v nhn thc ca khch hng v dch v thc s c chuyn giao. Nh vy, nu nhn thc ca khch hng nh hn mong i ca khch hng th cht lng cm nhn nh hn 0 v cn phi ci tin.Nghin cu v vic o lng cht lng dch v tp trung ch yu vo cch thc tho mn hay p ng vt mc s mong i ca khch hng bn ngoi v xem cht lng dch v nh s o lng mc dch v p ng ph hp vi mong i ca khch hng nh th no.

Hnh 1.2 M hnh SERVQUAL (Parasuraman et al., 1988)1.3.2. M hnh SERVPERF (Cronin & Taylor, 1992)

Sau nhiu nghin cu kim nh cng nh ng dng, SERVQUAL c tha nhn nh mt thang o c gi tr l thuyt cng nh thc tin. Tuy vy, vn cn nhiu tranh lun, ph phn, t vn v thang o ny, nht l v tnh tng qut v hiu lc o lng cht lng. Mt iu na c th thy l th tc o lng SERVQUAL kh di dng. Do vy, xut hin mt bin th ca SERVQUAL l SERVPERF.

Thang o ny c Cronin & Taylor (1992, dn theo Thongsamak, 2001) gii thiu, xc nh cht lng dch v bng cch ch o lng cht lng dch v cm nhn (thay v o c cht lng cm nhn ln k vng nh SERVQUAL). Hai ng cho rng cht lng dch v c phn nh tt nht bi cht lng cm nhn m khng cn c cht lng k vng cng nh nh gi trng s ca 5 thnh phn.

Lu rng do c xut x t thang o SERVQUAL, cc thnh phn v bin quan st ca thang o SERVPERF ny gi nh SERVQUAL. M hnh o lng ny c gi l m hnh cm nhn (Perception Model).

C hai m hnh phi khng nh v m hnh cm nhn u c nhng nghin cu tip sau s dng. iu ng ni l kt qu ca cc nghin cu trn cho thy kh c th kt lun m hnh no l khng ng n hoc thm ch ng n hn.

M hnh v cng c SERVPERF dng nh gi cht lng dch v ca Cronin & Taylor gm 5 nhn t c th.Bng 1.1: Cc nhn t trong thang o SERVPERF

S tin cy (Reliability)

1. Khi cng ty XYZ ha s thc hin iu g vo 1 khong thi gian c th, cng ty s thc hin.

2. Khi bn c vn , cng ty XYZ th hin th hin s quan tm chn thnh trong gii quyt vn .

3. Cng ty XYZ thc hin dch v ng ngay t u.

4. Cng ty XYZ cung cp dch v ng nh thi gian h ha.

5. Cng ty XYZ thng bo cho khch hng khi no dch v ca h c thc hin.

S phn hi (Responsiness)

6. Nhn vin cng ty XYZ phc v bn ng hn.

7. Nhn vin cng ty XYZ thng bo cho bn chnh xc khi no dch v s thc hin.

8. Nhn vin cng ty XYZ lun lun sn sng gip bn.

9. Nhn vin cng ty XYZ khng bao gi qu bn n ni khng p ng yu cu ca bn.

S m bo (Assurance)

10. C x ca nhn vin trong cng ty XYZ to s tin tng i vi bn.

11. Bn cm thy an ton khi giao dch vi cng ty XYZ.

12. Nhn vin trong cng ty XYZ bao gi cng t ra lch s, nh nhn vi bn.13. Nhn vin trong cng ty XYZ c kin thc tr li cc cu hi ca bn.

S cm thng (Empathy)

14. Cng ty XYZ c th hin s quan tm n c nhn ca bn.

15. Cng ty XYZ c nhng nhn vin th hin s quan tm n c nhn bn.

16. Cng ty XYZ th hin s ch c bit n cc quan tm nhiu nht ca bn.

17. Nhn vin trong cng ty XYZ hiu c nhng yu cu c bit ca bn.

18. Cng ty XYZ c thi gian lm vic thun tin i vi bn.

S hu hnh (Tangibility)

19. Cng ty XYZ c nhng trang thit b hin i.

20. C s vt cht ca cng ty XYZ trng rt hp dn.

21. Nhn vin ca cng ty XYZ c trang phc gn gng, p.

22. Cc phng tin vt cht hot ng dch v ca cng ty trng rt hp dn.

1.3.3. M hnh khong cch cht lng dch v ca Parasuraman v cc tc gi (1985)C 7 khong cch chnh trong khi nim cht lng dch v c th hin trong Hnh 1.2. M hnh l s m rng ca Parasuraman v cc tc gi (1985). Theo s gii thch sau y (ASI Quality Systems, 1992; Luk and Layton, 2002) th 03 khong cch quan trng lin quan nhiu hn n khch hng bn ngoi l khong cch 1, khong cch 5 v khong cch 6 v chng c mi quan h trc tip vi khch hng.

Khong cch 1: S khc bit gia mong i ca khch hng v cht lng dch v v mc nh qun tr dch v nhn thc v k vng ny ca khch hng do s thiu nh hng nghin cu marketing, thiu s truyn t ln cp trn v qu nhiu tng lp qun tr.

Khong cch 2: S khc bit gia nhn thc ca nh qun tr v dch v v cc c tnh ca dch v: do s cam kt khng y v cht lng dch v, do nhn bit kh nng khng th thc hin, hay do tiu chun ha cng vic khng y v do thiu vic thit lp mc tiu.

Khong cch 3: S khc bit gia c tnh ca dch v v dch v c chuyn giao do s m h v mu thun v vai tr, do nhn vin v cng ngh thiu s ph hp vi cng vic, do h thng gim st khng thch hp, do thiu s kim sot c nhn thc v thiu tinh thn ng i.

Khong cch 4: S khc bit gia dch v c chuyn giao v thng tin bn ngoi do thng tin theo chiu ngang khng y v do s tht ha.

Khong cch 5: S khc bit gia s mong i ca khch hng v nhn thc ca khch hng v dch v c chuyn giao do nhng nh hng t pha khch hng v nhng thiu st pha ngi cung cp dch v. Trong trng hp ny, mong i ca khch hng b nh hng bi mc nhu cu ca c nhn, nhng ngh bng ming v cc kinh nghim dch v trong qu kh.

Khong cch 6: S khc bit gia mong i ca khch hng v nhn thc ca nhn vin cung cp dch v do nhn vin trc tip cung cp dch v c cch hiu khc nhau v mong i ca khch hng.

Khong cch 7: S khc bit gia nhn thc ca nhn vin v nhn thc ca nh qun tr do nh qun tr v cc nhn vin trc tip cung cp dch v c cch khc nhau v mong i ca khch hng.

Theo Brown and Bond (1995), "M hnh khong cch l mt trong nhng ng gp c tha nhn nht v c gi tr nht qua th nghim i vi l thuyt v dch v". M hnh xc nh 7 khong cch chnh lin quan n nhn thc qun tr v cht lng dch v v cc cng vic lin quan n vic chuyn giao dch v n khch hng. Khong cch 5 gn lin vi khch hng v v vy c xem l s o lng tht s ca cht lng dch v. Khong cch m phng php SERVQUAL c nh hng l khong cch 5. Cht lng dch v l hm s ca khong cch th 5. Khong cch th 5 ny ph thuc vo 6 khong cch cn li. V vy, rt ngn khong cch th 5, hay lm tng cht lng dch v, nh qun tr dch v phi n lc rt ngn khong cch ny. M hnh cht lng dch v c th c biu din sau y: CLDV = F {(KC5 = f(KC1, KC2, KC3, KC4, KC6, KC7))} Trong , CLDV l cht lng dch v v KC1,2,3,4,6,7 l cc khong cch 1,2,3,4,6,7

Khch hng KC5 KC6 KC1 KC4 KC3 KC 3 KC7 KC2Hnh 1.3: M hnh khong cch cht lng dch v (Parasuraman v cc tc gi, 1985)1.3.4. M hnh ca Rust & Oliver, 1994

Hnh 1.4: M hnh 3 yu t (Rust & Oliver, 1994)M hnh 3 thnh t ca Rust and Oliver (1994) c thit lp phi hp vi hng nghin cu hin ti v cht lng dch v v to ra m hnh c tnh i mi, ci tin hn. M hnh tp trung vo s tn ti mi quan h gia cht lng dch v, gi tr dch v v s hi lng. M hnh ny cho rng cht lng dch v tn ti 3 phn: sn phm dch v, dch v chuyn giao v mi trng dch v. Sn phm dch v l kt qu v cm nhn ca khch hng v dch v. Chuyn giao dch v l qu trnh tiu dng v nhng s kin lin quan xy ra trong sut cc hot ng dch v. Mi trng dch v bao gm mi trng bn trong v bn ngoi.

1.3.5. M hnh ca Gronross (1984)Nm 1984, Gronross pht trin khi nim cht lng dch v Nordic. M hnh nghin cu cht lng k thut v cht lng chc nng nh hng nh th no n cht lng dch v cm nhn v cht lng dch v k vng trong dch v.

Hnh 1.5: M hnh The Nordic Model (Gronross, 1984) Tm tt chng 1:Chng 1 ca ti cp nhng vn c s l lun lin quan n dch v, cht lng dch v, cng nh tm hiu v s hi lng ca khch hng i vi dch v. Ngoi ra, chng 1 cn a ra cc m hnh nh gi s hi lng, m. Da vo m hnh thch hp v tnh hnh thc t ca th trng hin nay tc gi s a ra m hnh nh gi s hi lng ca khch hng mt cch chnh xc nht.CHNG 2

THIT K NGHIN CU2.1. TNG QUAN V KHCH SN HONG ANH GIA LAI NNG

2.1.1. Gii thiu chung v khch sn Hong Anh Gia Lai

HAGL Plaza Hotel Nng do cng tyc phn Hong Anh Gia Lai lm ch u t, trc tip qun l v khai thc c xy dng theotiu chun 5 sao to lc tis1 Nguyn Vn Linh trung tm thnh ph Nng, cch sn bay quc t 1 km, gn khu mua sm, ca hng v trung tm thng mi sm ut.

HAGL Plaza Hotel Nng l to nh cao nht min Trung hin nay vi 23 tng. HAGL Plaza Hotel Nng bao gm 188 phng sang trng, rng ri,v y tin nghi v cc dch v nh nh hng u, phng tr ca nhc, bar c ph, tic ci, hi ngh, h bi ngoi tri, massage. Tnh n thi im hin ti, h thng HAGL Hotels & Resorts a vo hot ng 4 khch sn l HAGL Resorts Quy Nhn, HAGL Resort Lt, HAGL hotel Pleiku v HAGL Plaza Hotel Nng.a. LchshnhthnhvphttrinTnm2005nthng7/2007:khchsncxydngvhonthnhvitiuchunlkhchsn5saosnsngavosdng.

u nm 2007 ban qun l khch sn bt u tin hnh tuyn dng nhn s v a i o to, thc hnh ti cc chi nhnh khch sn, resort ca tp on HAGL. Chun b cho mt lc lng lao ng cht lng, chuyn nghip cho khch sn. 2/9/2007: Khch sn HAGL Nng chnh thc a vo hot ng kinh doanh. 12/2007: Ch kinh doanh c trong vng 3 thng nhng khch sn n v phc v gn 3000 khch vi cng sut bung phng trn 27%.

3/2008: Khch sn c Global Company (mt cng ty t chc s kin ln ti Malaysia) chn lm ni lu tr trong thi gian t chc s kin bn pho hoa ti Nng, y l ln bn pho hoa u tin mang tm vc Quc t c t chc ti Nng, y l mt s kin quan trng ca du lch Nng trong nm 2008. on t chc s kin (gm 15 thnh vin) v cc thnh vin ca cc i thi u nh gi cao cht lng phc v ca khch sn v ha chn khch sn cho nhng ln n tip theo. 9/2008: Khch sn t chc thnh cng mt s kin quan trng mang tm vc quc t v gio dc, l s kin cc gio s v ging vin ca trng i hc Bng Cc (Thi Lan) giao lu vi cc trng i hc Nng v cc vn gio dc. 2/2009: Khch sn n v phc v on chnh ph, trong c Th tng chnh ph Nguyn Tn Dng, trong dp vo d l n m du thnh phm u tin c sn xut Vit Nam ti khu cng nghip Dung Quc. Khch sn nhn c s ng vin, khch l ca Th tng. 3/2009: Khch sn tip tc l s la chn ca on t chc (Global Company) v cc i thi bn pho hoa quc t.b. Ccutchcbmyqunlcakhchsn C cu t chc ca khch sn mang r tnh c trng ca ngnh v ca mt khch sn ln vi kiu c cu gn ging vi c cu hn hp trc tuyn chc nng. S

: Quan h trc tuyn

: Quan h chc nngHnh 2.1: S t chc b my qun l khch sn

Chcnngvnhimvcamibphn Gim c: Chu trch nhim qun l trc tip 3 b phn l b phn nhn s, k ton v b phn kinh doanh, ng thi qun l gin tip cc b phn khc thng qua gim c iu hnh.

Tng qun l: Chu trch nhim qun l trc tip cc b phn chc nng bn di nh nh hng, gii tr, l tn

Phng nhn s: Gm c 4 thnh vin, y l ngi chu trch nhim theo di v ch o mi vn lin quan n nhn s trong khch sn. Nhim v ca b phn nhn s l t chc b tr nhn lc theo yu cu ca khch sao cho ph hp vi quy m v c im ca khch sn, thc hin cc ch chnh sch vi ngi lao ng theo php lut Vit Nam. ng thi chu trch nhim gim st vic tp hun v pht trin ngun nhn lc trong khch sn, tham gia vo vic tin hnh tuyn dng nhn s. Phng k ton: Phng k ton c chc nng tin hnh thu thp, phn loi, x l, tng hp s liu v thng tin v hot ng ti chnh mi ngy nhm xc nh, cung cp thng tin cn thit cho cc i tng s dng thng tin. Phn nh cc chi ph pht sinh trong k v kt qu thu c t hot ng kinh doanh ca cc b phn nhm phn nh y v c th cc loi vn, tng loi ti sn gip cho vic kim tra, gim st tnh hiu qu trong vic s dng vn v tnh ch ng trong kinh doanh. Phng Sale v Marketing: C nhim v xy dng cc chng trnh khuyn mi, nghin cu th trng, giao dch v k cc hp ng vi cc hng du lch, cc i l, cc cng ty trong nc cng nh quc t, tham gia hi ch trin lm ngnh du lch, t chc cc chng trnh qung co cho khch sn trn cc phng tin thng tin i chng. Tin hnh vic bn phng cng nh t chc hi ngh hi tho cho khch. B phn bung: Chu trch nhim v khu v sinh bung phng cho khch v ton b vn phng lm vic ca khch sn, b tr phng cho khch.

B phn nh hng: Thc hin nhim v l tha mn nhu cu n ung ca khch, b phn nh hng cn tham gia vo vic cung cp thc n, thc ung cho khch trong cc bui tic, i hi t chc ti HAGL. Tham gia vo vic xy dng thc n, ci tin cht lng sn phm cho ph hp vi nhu cu ca khch.

B phn bp: C nhim v lu tr thc phm v ch bin thc n theo nhu cu ca khch, xy dng thc n ph hp vi khch.

B phn gii tr: C nhim v l qun l cc b phn gii tr thc hin tt nhim v tha mn nhu cu gii tr ca khch.

B phn l tn: C nhim v gi ch trc cho khch, tham gia vo vic bn phng theo chnh sch gi ca b phn kinh doanh a ra. Chuyn nhn cc cuc gi cho cc b phn khc v cho khch. ng vai tr l cu ni trung gian gia khch vi cc b phn khc v gia cc b phn: Bn cc sn phm lu nim cho du khch.

Chu trch nhim v hnh l cho khch khi vo cng nh khi tr phng. C i ng li xe c nhim v a tin n khch v nhu cu cho thu ca khch.

Gii quyt nhng thc mc, phn nn ca khch hang trong qu trnh lu tr ti khch sn.

B phn k thut: Nhim v lp k hoch bo tr, sa cha, bo dng c s vt cht ca khch sn, t chc kim tra cht lng thit b trong khch sn v a ra k hoch bo dng. B phn an ninh: C nhim v kim tra s ra vo ca nhn vin, pht hin mi hot ng bt thng trong khch sn v bo v cho ban gim c kp thi gii quyt. ng thi gi gn trt t an ninh ni khch sn.

B phn cng ngh thng tin: Chu trch nhim v cc s c my tnh, cc phn mm my tnh cng nh thit k cc phn mm phc v cho cng vic kinh doanh ca khch sn.2.1.2. Cc dch v ti khch sn

Dch v git l/ git kh

Phc v phng 24/24

Cu lc b tr em

Dch v cho thu xe

Phng hp hi ngh Nh hng H bi Gii tr khc2.2. TIN TRNH NGHIN CU2.2.1. Tin trnh nghin cu

Hnh 2.2: Tin trnh nghin cu s hi lng ca khch hng i vi dch v khch sn2.2.2. M hnh nghin cu xuta. Tng hp cc kt qu nghin cu ca cc tc gi i trc

Bng 2.1: Bng tng hp cc kt qu nghin cu ca cc tc gi i trcTc gi, nmCc nhn t

tin cyS cm thngS m boKh nng p ngPhng tin hu hnhS tn nhim

Parasuraman, 1988XXXXX

Johnston v Silvestro, 1990XXX

Gronroos, 1990XXXX

Sureshchandar,2001X

Lu Thanh c Hi v Nguyn Hng Giang, 2011XXXXX

L Hu Trang, 2007XXXX

Nguyn Th Thi Th, 2012XXXX

inh Quang Tun, 2011XXXX

L Th Tuyt Trinh, 2012XXX

L Th Thy, 2010XXX

Tin Ha, 2007XXXX

b. M hnh

Da theo m hnh ca Parasuraman et al. (1985), xy dng m hnh nghin cu s hi lng ca khch hng i vi dch v ti khch sn vi 5 thnh phn ca thang o cht lng dch v l:

tin cy (Reliability): th hin qua kh nng thc hin dch v ph hp v to cho khch hng s tin tng, thoi mi khi s dng dch v ti khch sn.

Kh nng p ng (responsiveness): th hin s nhit tnh gip khch hng, cng nh cung ng dch v nhanh chng, phn hi nhanh thng tin m qu khch cn.

S m bo (Assurance): th hin qua trnh chuyn mn, thi lch s, nim n v to s tin tng cho khch hng.

S cm thng (Empathy): th hin s quan tm chm sc n tng c nhn khch hng, lm cho khch hng c cm gic thn quen khi n vi khch sn.

Phng tin hu hnh (Tangibles): th hin qua ngoi hnh, trang phc ca nhn vin v cc trang thit b ca khch sn c p ng vi yu cu ca khch hng khng, c ph hp vi tiu chun sao ca khch sn khng.

Ngoi ra, s tn nhim cng c mi tng quan ng k n s hi lng nn cng c a vo m hnh nghin cu s hi lng. S tn nhim th hin qua s tin tng ca khch hng v gi c, cht lng dch v.

Hnh 2.3: M hnh nghin cu s hi lng ca khch hng i vi dch v khch sn

c. Gi thuyt v cc mi quan h

H1: S gia tng tin cy s lm tng mc tha mn.

H2: S gia tng kh nng p ng s lm tng mc tha mn.

H3: S gia tng s m bo s lm tng mc tha mn.

H4: S gia tng s cm thng s lm tng mc tha mn.

H5: S gia tng phng tin hu hnh s lm tng mc tha mn.

H6: S gia tng s tn nhim s lm tng mc tha mn. 2.3. PHNG PHP NGHIN CU

2.3.1. Nghin cu nh tnh

a. Phng php chuyn gia

Cc chuyn gia l tng qun l; cc trng, ph phng sales v marketing; trng, ph cc b phn bung, nh hng, bp, gii tr, l tn, an ninh tham gia ng gp kin hon chnh thng tin v bng cu hi trc khi xy dng phiu iu tra.

b. Thang o th: Cc nhn t nh hng n s hi lng ca khch hng i vi dch v ti khch sn bao gm: tin cy, kh nng p ng, s m bo, s cm thng, phng tin hu hnh, s tn nhim. Xy dng cc thang o

Thang o v tin cy bao gm cc binBng 2.2: Cc bin trong thang o tin cyK hiu binTn bin

TC1To s yn tnh cho khch hng ngh ngi

TC2Tp trung p ng cc yu cu ca khch hng

TC3 n ung m bo v sinh

TC4Khch sn gii thch r rng, thuyt phc cc vn c lin quan

TC5Khch sn gii quyt cng vic nhanh chng, chnh xc

Thang o v s m bo bao gm cc binBng 2.3: Cc bin trong thang o s m boK hiu binTn bin

DB1Nhn vin c trnh chuyn mn nghip v v am hiu cc dch v ti khch sn

DB2Khch hng cm thy an tm khi ti khch sn

DB3Nhn vin t ra lch s, nh nhn i vi qu khch

Thang o v kh nng p ng bao gm cc bin

Bng 2.4: Cc bin trong thang o kh nng p ng

K hiu binTn bin

DA1Nhn vin ch ng n tip v ch dn khch hng

DA2Lun sn sng tip nhn v gip khch hng

DA3Lun lng nghe v tip nhn cc kin, phn hi nhanh cc thng tin ca khch hng

Thang o v s cm thng bao gm cc bin

Bng 2.5: Cc bin trong thang o s cm thng

K hiu binTn bin

CT1Th hin thi lch s, thn thin v chuyn nghip khi giao tip vi khch hng

CT2Lun quan tm ti khch hng

Thang o v phng tin hu hnh bao gm cc bin

Bng 2.6: Cc bin trong thang o phng tin hu hnh

K hiu binTn bin

HH1V tr thun li, trung tm thnh ph

HH2Trang thit b tng xng vi tiu chun ca khch sn

HH3Trang thit b hin i, b tr p ng yu cu ca khch hng

HH4Khu vc l tn sch p, thong mt

HH5Hnh nh chuyn nghip (nhn vin mc ng phc gn gng, lch s)

Thang o v s tn nhim bao gm cc bin

Bng 2.7: Cc bin trong thang o s tn nhim

K hiu binTn bin

TN1Khch sn phc v tt hn bn ngh

TN2Bn tin tng cht lng phc v ti khch sn

TN3Khch hng nhn thy thng hiu Khch sn Hong Anh Gia Lai rt quen thuc

TN4Khch sn to c hnh nh tt p trong lng khch hng

Thang o v s hi lng chung bao gm cc bin

Bng 2.8: Cc bin trong thang o s hi lng

K hiu binTn bin

TN1Cht lng dch v ca khch sn

TN2Kh nng gii quyt vn theo yu cu ca khch hng

TN3Cung cch phc v ca khch sn

c. Thit k bng cu hi

Gm 2 phn:

Phn 1: Thng tin c nhn ca khch hng c phng vn.Phn 2: Cc thng tin v s nh gi ca khch hng v s tha mn ca khch hng i vi dch v khch sn.2.3.2. Nghin cu nh lng

Thng qua bng cu hi phng vn trc tip nhng khch hng v ang s dng dch v ti khch sn trong thng 8 nm 2013 nhm o lng s hi lng ca khch hng i vi dch v ti khch sn, kim nh cc gi thit trong m hnh, nh gi thang o.a. Mu:

Cc khch hng v ang s dng dch v ti khch sn Hong Anh Gia Lai Nng. b. Thu thp d liu

Kho st thng qua bng cu hi phng vn, bng cu hi c thu thp bng cch:

Ly trc tip vi cc khch hng gp mt trc tip ti khch sn.

Ly mu qua th i vi mt s khch hng khng gp mt trc tip bng cch gi in thoi trc tip thng bo ri gi bng cu hi thm d.c. Phng php phn tch d liu

Phn tch m t: phn tch cc thuc tnh ca mu nghin cu nh: thng tin v gii tnh, tui, ngh nghip. Kim nh v nh gi thang o: nh gi thang o cc khi nim trong nghin cu, cn kim tra tin cy, gi tr ca thang o qua phn tch Cronbachs Alpha v phn tch EFA.

Phn tch hi qui a bin: xc nh mi quan h gia cc nhm bin c lp v nhm bin ph thuc trong m hnh nghin cu.

Phn tch ANOVA: Nhm xc nh nh hng ca cc bin nh tnh i vi s hi lng ca khch hng i vi dch v ti khch sn Hong Anh Gia Lai Nng. Tm tt chng 2:Chng ny tc gi gii thiu tng quan v khch sn Hong Anh Gia Lai Nng, a ra m hnh nghin cu s hi lng ca khch hng, cch tin hnh nghin cu, cch thc chn mu, phng php phn tch d liu. Nghin cu c thc hin thng qua tr li bng cu hi. CHNG 3KT QU NGHIN CU

3.1. M T PHNG PHP THU THP THNG TIN V KCH THC MU

3.1.1. Phng php thu thp thng tin

Phng php thu thp thng tin l phng vn trc tip hoc qua th n i tng nghin cu.3.1.2. Kch thc muTheo Hachter (1994), kch thc mu phi bng t nht 5 ln bin quan st. ti c 22 bin quan st, do c mu t nht phi l 5*22=110. tng chnh xc cho bi nghin cu, ti s tng c mu ln > 110 ngi.

Mu c chn theo phng php ly mu ngu nhin n gin. u tin chun b danh sch tng hp cc khch hng tng v s dng cc dch v ca khch sn. Sau , chn ngu nhin 210 khch hng t danh sch tin hnh phng vn trc tip cc khch hng bng bng cu hi chi tit.3.2. THNG K M T MU 3.2.1. Thng k mu theo gii tnh, tui, thi gian s dng dch v, ngh nghipS mu gi i l 210, s mu thu v sau cuc phng vn l 195 phiu, trong c 6 phiu khng hp l. S mu hp l dng phn tch l 189 mu. (Ph lc 1)Bng 3.1: Thng tin muThng tin muS lngT l(%)

1Tng s mu189100

2Gii tnh

Nam9952.4

N9047.6

3Tui

20-2531.6

26-302714.3

31-356433.9

36-406534.4

>403015.9

4Ngh nghip

Gim c, kinh doanh9148.1

Cng chc5127.0

Gio vin2312.2

Khc2412.7

Nhn xt:

Da vo kt qu trn, ta nhn thy:- Theo gii tnh: mc d phng php chn mu thun tin kh mang li tnh i din cao cho tng th. Tuy nhin kt qu phn no phn nh c so vi n, khch nam chim t trng cao hn, nhng khng ng k.- Theo tui: a s khch c tui t 36 40, khch hng c tui t 20 - 25 chim t l rt thp. - Theo ngh nghip: ngh nghip ca khch rt a dng. Nhng i tng khch ch yu l gim c, kinh doanh y l lng khch chnh ca khch sn.3.2.2. Thng k gi tr th hin s hi lng ca cc cu tr lia. Thng k nhn t tin cyBng 3.2: Thng k nhn t tin cyStatistics

To s yn tnh cho khch hng ngh ngiTp trung p ng cc yu cu ca khch hng n ung m bo v sinhKhch sn gii thch r rng, thuyt phc cc vn c lin quanKhch sn gii quyt cng vic nhanh chng, chnh xc

NValid189189189189189

Missing00000

Mean4.023.943.903.923.95

Std. Deviation.789.670.677.714.679

Minimum22312

Maximum55555

Qua kt qu chy c, ta thy gi tr trung bnh t 3.9 4.02 (tc l trong khong t bnh thng n ng ). Chng t khch hng cng cha tht s hi lng vi dch v ti khch sn. Trong n ung m bo v sinh c gi tr trung bnh thp nht trong nhn t tin cy l 3.9, iu ny c ngha l khch hng cm thy n ung ca khch sn mc bnh thng. To s yn tnh cho khch hng ngh ngi c nh gi cao nht vi gi tr l 4.02, chng t khch hng cm thy hi lng vi khch sn v iu ny.b. Thng k nhn t s m boBng 3.3: Thng k nhn t s m boStatistics

Nhn vin c trnh chuyn mn nghip v v am hiu cc dch v ti khch snKhch hng cm thy an tm khi ti khch snNhn vin t ra lch s, nh nhn i vi qu khch

NValid189189189

Missing000

Mean3.843.693.84

Std. Deviation.598.708.652

Minimum222

Maximum555

Qua kt qu chy c, ta thy gi tr trung bnh t 3.69 3.84 (tc l trong khong bnh thng). Chng t khch hng cm thy hi lng mc bnh thng vi dch v ti khch sn. Khch sn cn tin hnh o to nghip v, thi cho nhn vin phc v khch hng tt hn.c. Thng k nhn t kh nng p ngBng 3.4: Thng k nhn t kh nng p ng

Statistics

Nhn vin ch ng n tip v ch dn khch hngLun sn sng tip nhn v gip khch hngLun lng nghe v tip nhn cc kin, phn hi nhanh cc thng tin ca khch hng

NValid189189189

Missing000

Mean4.114.033.95


Minimum111

Maximum555

Qua kt qu chy c, ta thy gi tr trung bnh t 3.95 4.11 (tc l trong khong bnh thng n ng ). Chng t khch hng cha cm thy tht s hi lng vi dch v ti khch sn. Trong lng nghe tip nhn kin v phn hi nhanh ca nhn vin c gi tr trung bnh thp nht trong nhn t kh nng p ng l 3.95, iu ny c ngha l khch hng cm thy vic lng nghe tip nhn kin v phn hi nhanh ca nhn vin ca khch sn mc bnh thng. Nhn vin ch ng n tip khch hng c nh gi cao nht vi gi tr l 4.11, chng t khch hng cm thy hi lng vi khch sn v iu ny. Khch sn cn ci tin vic lng nghe gii quyt kin v phn hi nhanh n khch hng hn na.

d. Thng k nhn t s cm thngBng 3.5: Thng k nhn t s cm thng

Statistics

Th hin thi lch s, thn thin v chuyn nghip khi giao tip vi khch hngLun quan tm ti khch hng

NValid189189

Missing00

Mean3.963.81

Std. Deviation.698.649

Minimum22

Maximum55

Qua kt qu chy c, ta thy gi tr trung bnh t 3.81 3.96 (tc l trong khong bnh thng). Chng t khch hng cm thy hi lng mc bnh thng vi dch v ti khch sn. Khch sn cn ci thin thi khi giao tip vi khch hng hn na p ng s cm thng khch hng.e. Thng k nhn t phng tin hu hnhBng 3.6: Thng k nhn t phng tin hu hnhStatistics

V tr thun li, trung tm thnh phTrang thit b tng xng vi tiu chun sao ca khch snTrang thit b hin i, b tr p ng yu cu ca khch hngKhu vc l tn sch p, thong mtHnh nh chuyn nghip (nhn vin mc ng phc gn gng, lch s)

NValid189189189189189

Missing00000

Mean4.114.374.353.973.96

Std. Deviation.883.721.734.601.591

Minimum22233

Maximum55555

Qua kt qu chy c, ta thy gi tr trung bnh t 3.96 4.37 (tc l trong khong bnh thng n ng ). Chng t khch hng cha cm thy tht s hi lng vi dch v ti khch sn. Trong hnh nh chuyn nghip c gi tr trung bnh thp nht trong nhn t phng tin hu hnh l 3.96, iu ny c ngha l khch hng cm thy hnh nh chuyn nghip ca nhn vin ca khch sn mc bnh thng. Trang thit b tng xng vi tiu chun sao ca khch sn c nh gi cao nht vi gi tr l 4.37, chng t khch hng cm thy hi lng vi khch sn v iu ny. Tuy nhin mc ng ca khch hng i vi nhn t ny kh cao, gn t n mc hon ton ng .

g. Thng k nhn t s tn nhimBng 3.7: Thng k nhn t s tn nhim

Statistics

Khch sn phc v tt hn bn nghBn tin tng cht lng phc v ti khch snKhch hng nhn thy thng hiu khch sn Hong Anh Gia Lai rt qun thucKhch sn to c hnh nh tt p trong lng khch hng

NValid189189189189

Missing0000

Mean3.583.753.343.90

Std. Deviation.737.721.813.696

Minimum2212

Maximum5555

Qua kt qu chy c, ta thy gi tr trung bnh t 3.34 3.0 (tc l trong khong bnh thng). Chng t khch hng cm thy hi lng vi dch v ti khch sn mc bnh thng. Khch sn cn ci tin dch v p ng s tn nhim ca khch hng.h. Thng k nhn t s hi lngBng 3.8: Thng k nhn t s hi lng

Statistics

Cht lng dch v ca khch snKh nng gii quyt vn theo yu cu ca khch hngCung cch phc v ca khch sn

NValid189189189

Missing000

Mean3.863.894.06


Minimum232

Maximum555

Qua kt qu chy c, ta thy gi tr trung bnh t 3.86 4.06 (tc l trong khong bnh thng n ng ). Chng t khch hng cha cm thy tht s hi lng vi dch v ti khch sn. Trong cht lng dch v ca khch sn c gi tr trung bnh thp nht trong nhn t s hi lng l 3.86, iu ny c ngha l khch hng cm thy cht lng dch v ca khch sn mc bnh thng. Cung cch phc v ca khch sn c nh gi cao nht vi gi tr l 4.06, chng t khch hng cm thy hi lng vi khch sn v iu ny. 3.3. NH GI THANG O BNG H S TIN CY CRONBACHS ALPHA3.3.1. nh gi thang o cc nhn t tc ng n s hi lng bng h s tin cy Cronbachs AlphaPhn tch tin cy Cronbachs Alpha c thc hin cho tng nhm bin thuc cc nhn t khc nhau (ph lc 2). tin cy Cronbach Alpha phi nm trong khong t 0.6 n 1.0 m bo cc bin trong cng mt nhm nhn t c tng quan v ngha. Trong mi thang o, h s tng quan bin tng th th hin s tng quan mt bin quan st vi tt c cc bin khc trong thang o. H s ny cng cao th s tng quan ca bin vi cc bin khc cng cao. Cc bin c h s tng quan tng phi ln hn 0.3.Bng 3.9: Cronbachs Alpha thang o tin cy

Scale Mean if Item DeletedScale Variance if Item DeletedCorrected Item-Total CorrelationCronbach's Alpha if Item Deleted

tin cyCronbachs Alpha = .772

To s yn tnh cho khch hng ngh ngi15.724.373.467.761

Tp trung p ng cc yu cu ca khch hng15.794.441.583.718

n ung m bo v sinh15.834.354.609.708

Khch sn gii thch r rng, thuyt phc cc vn c lin quan15.814.481.511.741

Khch sn gii quyt cng vic nhanh chng, chnh xc15.784.458.564.723

Cronbachs Alpha ca nhn t tin cy c h s l 0.772, vi 5 bin u c h s tng quan tng ln hn 0.3 t yu cu kim nh.Bng 3.10: Cronbachs Alpha thang o s m bo - ln 1


S m boCronbachs Alpha = .595

Nhn vin c trnh chuyn mn nghip v v am hiu cc dch v ti khch sn7.531.453.220.725

Khch hng cm thy an tm khi ti khch sn7.68.901.541.262

Nhn vin t ra lch s, nh nhn i vi qu khch7.531.059.480.378

Cronbachs Alpha ca nhn t s m bo c h s l 0.595, vi bin DB1 (Nhn vin c trnh chuyn mn nghip v v am hiu cc dch v ti khch sn) c h s tng quan tng nh hn 0.3 nn khng t yu cu kim nh.Sau chy li Cronbachs Alpha nhng loi b bin Nhn vin c trnh chuyn mn nghip v v am hiu cc dch v ti khch sn (Ph lc 3)Bng 3.11: Cronbachs Alpha thang o s m bo - ln 2


S m boCronbachs Alpha = .725

Khch hng cm thy an tm khi ti khch sn3.84.425.570.a

Nhn vin t ra lch s, nh nhn i vi qu khch3.69.501.570.a

Sau khi tin hnh loi bin DB1 ta c h s Cronbachs Alpha mi ca nhn t s m bo l 0.725, 2 bin c h s tng quan ln hn 0.3 t yu cu kim nh.Bng 3.12: Cronbachs Alpha thang o kh nng p ng


Kh nng p ngCronbachs Alpha = .758

Nhn vin ch ng n tip v ch dn khch hng7.971.398.563.704

Lun sn sng tip nhn v gip khch hng8.051.359.590.674

Lun lng nghe v tip nhn cc kin, phn hi nhanh cc thng tin ca khch hng8.131.232.614.647

Cronbachs Alpha ca nhn t kh nng p ng c h s l 0.758, vi 3 bin u c h s tng quan tng ln hn 0.3 t yu cu kim nh.Bng 3.13: Cronbachs Alpha thang o s cm thng


S cm thngCronbachs Alpha = .526

Lun quan tm ti khch hng, th hin thi lch s, thn thin v chuyn nghip khi giao tip vi khch hng3.81.421.358.a

Tp trung p ng cc yu cu ca khch hng3.96.488.358.a

Cronbachs Alpha ca nhn t s cm thng c h s l 0.526, nhng khng th loi 2 bin c v s khng kim nh c tin cy, do ta loi nhn t ny.Bng 3.14: Cronbachs Alpha thang o phng tin hu hnh


Phng tin hu hnhCronbachs Alpha = .754

V tr thun li, trung tm thnh ph16.653.922.494.732

Trang thit b tng xng vi tiu chun sao ca khch sn16.394.154.597.682

Trang thit b hin i, b tr p ng yu cu ca khch hng16.404.008.641.664

Khu vc l tn sch p, thong mt16.794.849.461.732

Hnh nh chuyn nghip (nhn vin mc ng phc gn gng, lch s)16.804.906.449.736

H s Cronbachs Alpha ca nhn t phng tin hu hnh l 0.754, vi 5 bin u c h s tng quan tng ln hn 0.3 t yu cu kim nh.Bng 3.15: Cronbachs Alpha thang o s tn nhim


S tn nhimCronbachs Alpha = .754

Khch sn phc v tt hn bn ngh10.983.069.571.686

Bn tin tng cht lng phc v ti khch sn10.813.141.558.693

Khch hng nhn thy thng hiu khch sn Hong Anh Gia Lai rt qun thuc11.222.908.548.701

Khch sn to c hnh nh tt p trong lng khch hng10.663.268.531.708

H s Cronbachs Alpha ca nhn t phng tin hu hnh l 0.754, vi 4 bin u c h s tng quan tng ln hn 0.3 t yu cu kim nh.3.3.2. nh gi thnh phn s hi lng bng h s tin cy Cronbachs Alpha Bng 3.16: Cronbachs Alpha thang o s hi lng


S hi lngCronbachs Alpha = .708

Cht lng dch v ca khch sn7.95.976.595.528

Kh nng gii quyt vn theo yu cu ca khch hng7.921.137.455.702

Cung cch phc v ca khch sn7.751.050.532.610

Cronbachs Alpha ca nhn t s hi lng (Ph lc 4) c h s l 0.708, vi 3 bin u c h s tng quan tng ln hn 0.3 t yu cu kim nh.

3.4. KIM NH THANG O BNG PHN TCH NHN T KHM PH (EFA)3.4.1. Thang o cc nhn t tc ng n s hi lng i vi dch v ti khch snPhn tch c thc hin vi 19 bin, sau khi loi cc bin khng t yu cu. Phn tch nhn t khm ph l t yu cu khi h s KMO ln hn 0.5, cc h s ti nhn t (Fator loading) nh hn 0.5 b loi, im dng khi eigenvalue ln hn 1 v tng phng sai tch ly ln hn 50%. Tin hnh phn tch 19 bin quan st, ta c bng sau:Bng 3.17: Bng ch s KMO cc thang o

Kaiser-Meyer-Olkin Measure of Sampling Adequacy..712

Bartlett's Test of SphericityApprox. Chi-Square1290.177

df171

Sig..000

Sau khi phn tch 19 bin quan st bng phn tch nhn t khm ph, kt qu thu c l h s KMO l 0.712, sig l 0.000 trong kim nh Bartlett. Nh vy cc bin c lin quan cht ch vi mt hay nhiu nhn t v ma trn tng quan tng th l mt ma trn n v b bc b theo kt qu kim nh Bartlett, tha iu kin ca phn tch nhn t.6 nhn t c rt ra vi Eigenvalue ln hn 1, phng sai tch ly 67.54%, gii thch c 67.54% m hnh.Bng 3.18: Bng 6 nhn t rt ra sau khi phn tch EFA

Total Variance Explained

ComponentInitial EigenvaluesExtraction Sums of Squared LoadingsRotation Sums of Squared Loadings

Total% of VarianceCumulative %Total% of VarianceCumulative %Total% of VarianceCumulative %

14.61124.27024.2704.61124.27024.2702.72014.31614.316

22.35912.41436.6832.35912.41436.6832.53813.35927.675

32.08110.95347.6372.08110.95347.6372.25311.85639.531

41.5818.32155.9571.5818.32155.9572.06310.85850.389

51.1886.25262.2091.1886.25262.2091.6978.93259.321

61.0135.33167.5401.0135.33167.5401.5628.21967.540

7.8674.56572.105

8.7614.00576.110

9.6353.34279.452

10.6033.17382.625

11.5803.05585.680

12.4822.53788.217

13.4502.36990.586

14.3882.04192.627

15.3721.95594.582

16.3161.66596.247

17.2881.51697.763

18.2411.27199.034

19.184.966100.000

Extraction Method: Principal Component Analysis.

Trong bng Rotated Component Matrix, cc h s ti ca cc bin u ln hn 0.5 nn t yu cu. Sau khi thc hin xoay nhn t ta c 6 nhn t c rt ra:Bng 3.19: Bng xoay cc nhn t nh hng n s hi lng

Rotated Component Matrixa

Component

123456

Nhn vin ch ng n tip v ch dn khch hng.784

Lun sn sng tip nhn v gip khch hng.753

Lun lng nghe v tip nhn cc kin, phn hi nhanh cc thng tin ca khch hng.696

Nhn vin t ra lch s, nh nhn i vi qu khch.694

Khch hng cm thy an tm khi ti khch sn.592

Khch hng nhn thy thng hiu khch sn Hong Anh Gia Lai rt qun thuc.795

Khch sn phc v tt hn bn ngh.767

Bn tin tng cht lng phc v ti khch sn.684

Khch sn to c hnh nh tt p trong lng khch hng.647

Tp trung p ng cc yu cu ca khch hng.807

n ung m bo v sinh.773

To s yn tnh cho khch hng ngh ngi.692

V tr thun li, trung tm thnh ph.817

Trang thit b tng xng vi tiu chun sao ca khch sn.805

Trang thit b hin i, b tr p ng yu cu ca khch hng.724

Hnh nh chuyn nghip (nhn vin mc ng phc gn gng, lch s).759

Khu vc l tn sch p, thong mt.736

Khch sn gii thch r rng, thuyt phc cc vn c lin quan.850

Khch sn gii quyt cng vic nhanh chng, chnh xc.662

Din gii cc nhn t t kt qu ca Bng 3.18:

Nhn t th nht tp trung cc bin quan st DA1, DA2, DA3 ca thnh phn Kh nng p ng v 2 bin quan st DB2 (Khch hng cm thy an tm khi ti khch sn), DB3 (Nhn vin t ra lch s, nh nhn i vi qu khch) ca thnh phn S m bo. iu c ngha l nu khch hng quan tm n kh nng p ng th cng s quan tm n thi ca nhn vin khch sn v cng s an tm khi ti khch sn. Nn nhn t ny c t tn l Kh nng p ng.

Nhn t th hai tp trung cc bin quan st TN1, TN2, TN3, TN4, ca thnh phn S tn nhim nn vn c t tn l S tn nhim.

Nhn t th ba tp trung cc bin quan st TC1, TC2, TC3 ca thnh phn tin cy nn vn c t tn l tin cy.

Nhn t th t tp trung cc bin quan st HH1, HH2, HH3 ca thnh phn Phng tin hu hnh nn vn c t tn l Phng tin hu hnh. Nhn t th nm tp trung cc bin quan st nh: HH4 (Khu vc l tn sch p, thong mt), HH5 (Hnh nh chuyn nghip nhn vin mc ng phc gn gng, lch s). Cc bin quan st ny u cp n hnh nh ca khch sn nn nhn t ny c t tn l Hnh nh.

Nhn t th su tp trung cc bin quan st nh: TC4 (Khch sn gii thch r rng, thuyt phc cc vn c lin quan), TC5 (Khch sn gii quyt cng vic nhanh chng, chnh xc). Cc bin quan st ny u cp n kh nng gii quyt vn ca khch sn nn nhn t ny c t tn l Gii quyt vn . Sau khi phn tch nhn t a ra m hnh o lng s hi lng ca khch hng i vi dch v ti khch sn Hong Anh Gia Lai Nng l t hp ca cc nhn t: Nhn t 1 (Kh nng p ng) bao gm 5 bin:Nhn vin ch ng n tip v ch dn khch hng

(DA1)

Lun sn sng tip nhn v gip khch hng

(DA2)

Lun lng nghe v tip nhn cc kin, phn hi nhanh cc thng tin ca khch hng

(DA3)

Khch hng cm thy an tm khi ti khch sn

(DB2)

Nhn vin t ra lch s, nh nhn i vi qu khch

(DB3)

Nhn t 2 (S tn nhim) bao gm 4 bin:Khch sn phc v tt hn bn ngh

(TN1)

Bn tin tng cht lng phc v ti khch sn

(TN2)

Khch hng nhn thy thng hiu Khch sn Hong Anh Gia Lai rt quen thuc

(TN3)

Khch sn to c hnh nh tt p trong lng khch hng (TN4)

Nhn t 3 ( tin cy) bao gm 3 bin:To s yn tnh cho khch hng ngh ngi

(TC1)

Tp trung p ng cc yu cu ca khch hng

(TC2)

n ung m bo v sinh

(TC3)

Nhn t 4 (Phng tin hu hnh) bao gm 3 bin:

V tr thun li, trung tm thnh ph

(HH1)

Trang thit b tng xng vi tiu chun ca khch sn

(HH2)

Trang thit b hin i, b tr p ng yu cu ca khch hng (HH3)

Nhn t 5 (Hnh nh) bao gm 2 bin:

Khu vc l tn sch p, thong mt

(HH4)

Hnh nh chuyn nghip (nhn vin mc ng phc gn gng, lch s (HH5) Nhn t 6 (Gii quyt vn ) bao gm 2 bin:Khch sn gii thch r rng, thuyt phc cc vn c lin quan (TC4)

Khch sn gii quyt cng vic nhanh chng, chnh xc (TC5)3.4.2. Thang o thuc nhn t s hi lngBng 3.20: Bng ch s KMO thang o thuc nhn t s hi lng

Kaiser-Meyer-Olkin Measure of Sampling Adequacy..649

Bartlett's Test of SphericityApprox. Chi-Square109.169

df3

Sig..000

Phn tch nhn t s hi lng, kt qu thu c c h s KMO l 0.649, sig l 0.000 trong kim nh Bartlett, tha iu kin ca phn tch nhn t. 1 nhn t c rt ra vi Eigenvalue ln hn 1 (ph lc 6), phng sai tch ly 63.227%, gii thch c 63.227% m hnh.Bng 3.21: Bng xoay cc nhn t thuc s hi lng

Component

1

Cht lng dch v ca khch sn.844

Cung cch phc v ca khch sn.803

Kh nng gii quyt vn theo yu cu ca khch hng.735

Nhn t s hi lng bao gm 3 bin:

Cht lng dch v ca khch sn

(HL1)

Kh nng gii quyt vn theo yu cu ca khch hng(HL2) Cung cch phc v ca khch sn

(HL3)3.4.3. M hnh hiu chnhSau khi phn tch trn cho ta kt qu: trong 6 nhn t ban u ca thang o s hi lng v dch v, 1 nhn t s cm thng v 1 bin DB1 trong nhn t s m bo khng t gi tr phn bit v b loi khi m hnh, thay vo l s hnh thnh nhn t mi l hnh nh v gii quyt vn , c th nh sau:

Nhn t 1: Kh nng p ng (F1) vi 5 bin: Nhn vin ch ng n tip v ch dn khch hng (DA1), Lun sn sng tip nhn v gip khch hng (DA2), Lun lng nghe v tip nhn cc kin, phn hi nhanh cc thng tin ca khch hng (DA3), Khch hng cm thy an tm khi ti khch sn (DB2), Nhn vin t ra lch s, nh nhn i vi qu khch (DB3)

Nhn t 2: S tn nhim (F2) vi 4 bin: Khch sn phc v tt hn bn ngh (TN1), Bn tin tng cht lng phc v ti khch sn (TN2), Khch hng nhn thy thng hiu Khch sn Hong Anh Gia Lai rt quen thuc (TN3), Khch sn to c hnh nh tt p trong lng khch hng (TN4). Nhn t 3: tin cy (F3) vi 3 bin: To s yn tnh cho khch hng ngh ngi (TC1), Tp trung p ng cc yu cu ca khch hng (TC2), n ung m bo v sinh (TC3).

Nhn t 4: Phng tin hu hnh (F4) bao gm 3 bin: V tr thun li, trung tm thnh ph (HH1), Trang thit b tng xng vi tiu chun ca khch sn (HH2), Trang thit b hin i, b tr p ng yu cu ca khch hng (HH3).

Nhn t 5: Hnh nh (F5) vi 2 bin: Khu vc l tn sch p, thong mt (HH4), Hnh nh chuyn nghip (nhn vin mc ng phc gn gng, lch s) (HH5)

Nhn t 6: Gii quyt vn (F6) vi 2 bin: Khch sn gii thch r rng, thuyt phc cc vn c lin quan (TC4), Khch sn gii quyt cng vic nhanh chng, chnh xc (TC5).

Nhn t s hi lng (Y) vi 3 bin: Cht lng dch v ca khch sn (HL1), Kh nng gii quyt vn theo yu cu ca khch hang (HL2), Cung cch phc v ca khch sn (HL3).Nh vy m hnh nghin cu ban u c iu chnh li nh sau:

Hnh 3.1: M hnh nghin cu iu chnh Cc gi thuyt ca m hnh:H1: S gia tng kh nng p ng s lm tng mc tha mn.

H2: S gia tng s tn nhim s lm tng mc tha mn.

H3: S gia tng tin cy s lm tng mc tha mn.


H5: S gia tng hnh nh s lm tng mc tha mn.

H6: S gia tng gii quyt vn s lm tng mc tha mn. 3.5. KIM NH M HNH NGHIN CU BNG PHN TCH HI QUY BI

3.5.1. Xem xt s tng quan gia cc binTin hnh xem xt tng quan gia cc bin c lp kh nng p ng, s tn nhim, tin cy, phng tin hu hnh, hnh nh, gii quyt vn vi bin ph thuc s hi lng, v mi tng quan gia cc bin c lp vi nhau (Ph lc 7), cc bin c lp khng c tng quan vi nhau do chng l cc nhn t c c lng trong qu trnh phn tch nhn t, h s tng quan gia cc bin c lp vi bin ph thuc u ln hn 0.5 chng t cc bin c lp v bin ph thuc c tng quan vi nhau, h s tng quan ln lt l: kh nng p ng 0.483, s tn nhim 0.249, tin cy 0.432, phng tin hu hnh 0.365, hnh nh 0.210, gii quyt vn 0.603.Nh vy ta c th kt lun c th a cc bin c lp ny vo m hnh gii thch cho bin ph thuc s hi lng.

3.5.2. Phn tch hi quy tuyn tnh bi

a. nh gi v kim nh ph hp ca m hnh hi quy tuyn tnh bi

Sau khi phn tch tng quan v kt lun rng c th a cc bin c lp vo m hnh. Ta tip tc phn tch hi quy nh sau:Bng 3.22: Kt qu phn tch hi quy - ln 1

Model Summaryb

ModelRR SquareAdjusted R SquareStd. Error of the EstimateDurbin-Watson

1.735a.541.526.330281.657

a. Predictors: (Constant), Gii quyt vn , S tn nhim, Phng tin hu hnh, Kh nng p ng, Hnh nh, tin cy

b. Dependent Variable: S hi lng

ANOVAb

ModelSum of SquaresdfMean SquareFSig.

1Regression23.38563.89735.728.000a

Residual19.853182.109

Total43.238188

a. Predictors: (Constant), Gii quyt vn , S tn nhim, Phng tin hu hnh, Kh nng p ng, Hnh nh, tin cy


Coefficientsa

ModelUnstandardized CoefficientsStandardized CoefficientstSig.Collinearity Statistics

BStd. ErrorBetaToleranceVIF

1(Constant).377.2831.331.185

Kh nng p ng.279.054.2885.203.000.8241.213

S tn nhim.054.049.0641.097.274.7501.334

tin cy.078.049.0941.598.112.7321.366

Phng tin hu hnh.159.042.2133.740.000.7811.280

Hnh nh-.029.053-.031-.539.590.7601.317

Gii quyt vn .353.046.4557.719.000.7251.379

a. Dependent Variable: S hi lng

Kt qu phn tch hi quy tuyn tnh t SPSS nh sau: h s sig ca m hnh l 0.000 nh hn 0.05 nn t yu cu, h s sig ca 3 bin kh nng p ng, phng tin hu hnh, gii quyt vn u nh hn 0.05 nn c th a cc bin ny vo m hnh tip tc kim nh. Cn i vi bin gii thch Hnh nh c h s Sig = 0.59 >0.05 nn khng tip tc a vo m hnh m phi loi ra.Bng 3.23: Kt qu phn tch hi quy - ln 2

Model Summaryb


1.735a.540.528.329641.657

a. Predictors: (Constant), Gii quyt vn , S tn nhim, Phng tin hu hnh, Kh nng p ng, tin cy


ANOVAb


1Regression23.35354.67142.982.000a

Residual19.885183.109

Total43.238188

a. Predictors: (Constant), Gii quyt vn , S tn nhim, Phng tin hu hnh, Kh nng p ng, tin cy


Coefficientsa



1(Constant).326.2671.224.223

Kh nng p ng.281.053.2905.254.000.8271.209

S tn nhim.047.047.055.990.324.8091.236

tin cy.078.049.0941.599.111.7321.366

Phng tin hu hnh.152.040.2033.766.000.8651.156

Gii quyt vn .350.045.4517.728.000.7371.356


Sau khi tin hnh phn tch hi quy ln 2, ta c kt qu nh sau: h s sig ca m hnh l 0.000 nh hn 0.05 nn t yu cu, h s sig ca 3 bin kh nng p ng, phng tin hu hnh, gii quyt vn u nh hn 0.05 nn c th a cc bin ny vo m hnh tip tc kim nh. Cn i vi bin gii thch S tn nhim c h s Sig = 0.324 >0.05 nn khng tip tc a vo m hnh m phi loi ra.Bng 3.24: Kt qu phn tch hi quy - ln 3

Model Summaryb


1.733a.538.528.329621.672

a. Predictors: (Constant), Gii quyt vn , Phng tin hu hnh, Kh nng p ng, tin cy


ANOVAb


1Regression23.24645.81253.489.000a

Residual19.992184.109

Total43.238188

a. Predictors: (Constant), Gii quyt vn , Phng tin hu hnh, Kh nng p ng, tin cy


Coefficientsa



1(Constant).393.2581.520.130

Kh nng p ng.296.051.3055.757.000.8961.116

tin cy.083.049.1001.710.089.7401.351

Phng tin hu hnh.163.039.2184.215.000.9391.065

Gii quyt vn .345.045.4447.665.000.7481.338


Sau khi tin hnh phn tch hi quy ln 3, ta c kt qu nh sau: h s sig ca m hnh l 0.000 nh hn 0.05 nn t yu cu, h s sig ca 3 bin kh nng p ng, phng tin hu hnh, gii quyt vn u nh hn 0.05 nn c th a cc bin ny vo m hnh tip tc kim nh. Cn i vi bin gii thch tin cy c h s Sig = 0.089 >0.05 nn khng tip tc a vo m hnh m phi loi ra.Bng 3.25: Kt qu phn tch hi quy - ln 4Model Summaryb


1.728a.530.523.331331.748

a. Predictors: (Constant), Gii quyt vn , Phng tin hu hnh, Kh nng p ngDependent Variable: S hi lng

ANOVAb


1Regression22.92937.64369.621.000a

Residual20.309185.110

Total43.238188

a. Predictors: (Constant), Gii quyt vn , Phng tin hu hnh, Kh nng p ng


Coefficientsa



1(Constant).511.2502.044.042

Kh nng p ng.308.051.3176.018.000.9141.095

Phng tin hu hnh.170.039.2284.405.000.9511.052

Gii quyt vn .379.041.4889.313.000.9251.081


Kt qu sau khi tin hnh phn tch hi quy ln 4, ta thy c ba bin kh nng p ng, phng tin hu hnh, gii quyt vn l cc bin gii thch tt cho s bin thay i ca bin ph thuc l s hi lng.

Lc ny m hnh hi quy S hi lng khch hng c gii thch theo ba bin sau:

S hi lng (Y) = 0 + 1 F1 + 4 F4 + 6 F6

Sau khi thc hin phn tch hi qui ta c m hnh hi qui mu d kin nh sau:

S hi lng (Y) = 0.511 + 0.308 F1 + 0.170 F4 + 0.379 F6

Sau khi dng phng php hi qui nhn ra cc bin c lp c kh nng d on tt cho bin ph thuc trong b d liu mu th ch c 3 bin c lp c kh nng d on tt cho bin ph thuc l bin kh nng p ng, phng tin hu hnh, gii quyt vn . M hnh c c chn c h s xc nh R 2 l 0.530 iu ny c ngha m hnh gii thch c 50.3% s hi lng ca khch hng.

Kim nh gi thit v ph hp ca m hnh vi

Gi thit H 0 : 1 = 4 = 6 Gi thit H 1 : C t nht 1 h s khc 0

Tin hnh hi qui gip nghin cu v mi quan h tuyn tnh gia bin ph thuc S hi lng ca khch hng v cc bin c lp kh nng p ng, phng tin hu hnh, gii quyt vn nhm xem xt bin S hi lng ca khch hng c lin h tuyn tnh vi tp hp cc bin c lp (kh nng p ng, phng tin hu hnh, gii quyt vn ) hay khng. Gi tr thng k F l mt kim nh gi thuyt v ph hp ca m hnh hi quy tuyn tnh tng th, ta thy F = 69.621 vi sig rt nh = 0.000 < 0.05 chng t chng ta c th bc b gi thuyt cho rng tt c cc h s hi quy bng 0, ngha l m hnh hi quy l ph hp vi d liu nghin cu v c th s dng c.b. Kim tra cc vi phm gi nh trong m hnh hi quy tuyn tnh bi Gi nh lin h tuyn tnh

Hnh 3.2 : th phn tn

th cho thy phn d phn tn ngu nhin trong vng xung quanh ng thng qua tung 0. Nh vy c th kt lun l m hnh tuyn tnh Gi nh v phn phi chun ca phn d

Hnh 3.3 : Biu phn phi chun phn dDa vo th c th ni phn phi chun ca phn d xp x chun (Mean= -2.19E-15) v lch chun Std.Dev = 0.992 tc l gn bng 1. Do c th kt lun gi thit phn phi chun ca phn d khng b vi phm.

Ta c th dng thm biu P-P plot kim tra gi thit ny:

Hnh 3.4 : Biu P-P plotDa vo hnh v P-P plot cho thy cc im quan st khng phn tn qu xa ng thng k vng, nn ta c th kt lun l gi thit phn phi chun khng b vi phm. Gi nh v tnh c lp ca sai s (hay khng c t tng quan gia cc phn d)T tng quan l s tng quan gia cc thnh phn ca chui quan st c sp xp theo th t thi gian hoc khng gian. C nhiu l do dn n hin tng t tng quan nh cc bin c nh hng khng c a ht vo m hnh do gii hn v mc tiu nghin cu, sai s trong o lng cc biniu ny cng gy ra nhng tc ng sai lch nghim trng n m hnh. i lng thng k Durbin-Watson c th dng kim nh tng quan ca cc sai s k nhau.

Vi c mu n=189, k=3, tra bng ca Durbin-Watson, ta c: deq \l(\o\ac( ,L)) = 1,693 v deq \l(\o\ac( ,U)) = 1,747Trong d ca m hnh l 1.748 nm trong min deq \l(\o\ac( ,U)) < d < 4-deq \l(\o\ac( ,U)) tc l trong khong 1.747< 1.748 < 2.253 nn c th kt lun rng m hnh khng c hin tng t tng quan.

Gi nh khng c mi tng quan gia cc bin c lp (o lng a cng tuyn)

Cui cng, trong m hnh hi quy bi chng ta gi nh gia cc bin gii thch khng c a cng tuyn tc l gia cc bin c lp c tng quan cht ch vi nhau. kim tra hin tng a cng tuyn, mt thc o c s dng nhiu nht l phn t phng i phng sai VIF.

chp nhn ca bin (Tolerance) l kh cao, bn cnh h s phng i phng sai VIF u nh hn 5 cho thy cc bin c lp ny khng c mi quan h cht ch vi nhau, iu ny chng t khng c hin tng a cng tuyn xy ra.c. Kt qu xy dng m hnh hi quy tuyn tnh biT tt c cc kim nh trn ta c th thy rng m hnh hi quy c la chn l ph hp. Kt qu hi quy nh sau:

S hi lng (Y) = 0.511 + 0.308 F1 + 0.170 F4 + 0.379 F6 ngha ca cc h s hi quy:

i vi 1 = 0.308 c ngha l khi cc yu t khc khng i th khi Kh nng p ng tng (gim) 1% th S hi lng khch hng tng (gim) 0.308%.

i vi 4 = 0.170 c ngha l khi cc yu t khc khng i th khi Phng tin hu hnh tng (gim) 1% th S hi lng khch hng tng (gim) 0.170 %.

i vi 6 = 0.379 c ngha l khi cc yu t khc khng i th khi Gii quyt vn tng (gim) 1% th S hi lng khch hng tng (gim) 0.379%.

Qua phng trnh hi quy trn ta cng thy yu t Gii quyt vn c nh hng ln nht n s hi lng ca khch hng, iu ny cho ta thy Gii quyt vn cng tt th s cng lm cho S hi lng ca khch hng tng cao nht. Tip theo Gii quyt vn l yu t Kh nng p ng tc ng n s hi lng ca khch hng v cui cng l yu t Phng tin hu hnh c nh hng yu nht n S hi lng khch hng.d. Phn tch phng sai (ANOVA)

Phn ny s trnh by kt qu phn tch ANOVA theo cc nhm i tng l ngh nghip, tui, gii tnh Gia gii tnh nam v n

Bng 3.26: Phn tch phng sai ANOVA v s khc bit v mc hi lng theo gii tnh

Independent Samples Test

Levene's Test for Equality of Variancest-test for Equality of Means

FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error Difference95% Confidence Interval of the Difference

LowerUpper

S hi lngEqual variances assumed.324.570-.722187.471-.05051.06994-.18847.08746

Equal variances not assumed-.720182.422.472-.05051.07015-.18891.08790

H0: Khng c s khc bit gia s hi lng ca khch hng theo gii tnh Gi tr sig = 0.570 > 0.05 trong kim nh thng k Levence (ph lc 8) nn phng sai ca s hi lng theo gii tnh khng c s khc bit vi tin cy cho php 95% (mc ngha 0.05). Chp nhn gi thit H0. Gia cc nhm tuiBng 3.27: Phn tch phng sai ANOVA v s khc bit v mc hi lng theo nhm tui

Test of Homogeneity of Variances

S hi lng

Levene Statisticdf1df2Sig.

1.9894184.098

ANOVA

S hi lng

Sum of SquaresdfMean SquareFSig.

Between Groups1.2624.3151.382.242

Within Groups41.977184.228

Total43.238188

H0: Khng c s khc bit gia s hi lng ca khch hng theo tuiGi tr sig = 0.098 > 0.05 trong kim nh thng k Levence (ph lc 9) nn phng sai ca s hi lng gia 5 nhm tui khng c s khc bit. Gi tr sig = 0.242 (trong bng phn tch ANOVA) cho thy khng c s khc bit c ngha thng k v s nh gi tm quan trng ca s hi lng gia 5 nhm tui khc nhau vi tin cy cho php 95% (mc ngha 0.05). Chp nhn gi thit H0. Gia cc ngh nghip

Bng 3.28: Phn tch phng sai ANOVA v s khc bit v mc hi lng theo ngh nghip

Test of Homogeneity of Variances

S hi lng

Levene Statisticdf1df2Sig.

.4543185.715

ANOVA

S hi lng

Sum of SquaresdfMean SquareFSig.

Between Groups.0683.023.097.962

Within Groups43.170185.233

Total43.238188

H0: Khng c s khc bit gia s hi lng ca khch hng theo ngh nghipGi tr sig = 0.715 > 0.05 trong kim nh thng k Levence (ph lc 10) nn phng sai ca s hi lng theo ngh nghip khng c s khc bit. Gi tr sig = 0.962 (trong bng phn tch ANOVA) cho thy khng c s khc bit c ngha thng k v s nh gi tm quan trng ca s hi lng gia cc ngh nghip khc nhau vi tin cy cho php 95% (mc ngha 0.05). Chp nhn gi thit H0.3.6. M HNH CC NHN T NH HNG N S HI LNG CA KHCH HNG TI KHCH SN

Hnh 3.4: M hnh nghin cu s hi lng ca khch hng i vi dch v ti khch sn Gi thuyt v cc mi quan h H1: S gia tng kh nng p ng s lm tng mc tha mn.


H3: S gia tng gii quyt vn s lm tng mc tha mn. 3.7. PHN TCH MC NH HNG CA TNG NHN T N S HI LNG CA KHCH HNG TI KHCH SNQua phn tch hi quy ta thy nhn t gii quyt vn c h s beta chun ha cao nht l 0.379, h s beta chun ha ca nhn t kh nng p ng l 0.308, h s beta chun ha ca nhn t phng tin hu hnh l thp nht 0.17. Do ta c th kt lun rng gii quyt vn l nhn t nh hng mnh nht n s hi lng ca khch hng i vi dch v ti khch sn Hong Anh Gia Lai Nng. Sau l nhn t kh nng p ng, v nhn t tc ng yu nht l phng tin hu hnh.Theo cc nghin cu trc y th kh nng p ng khng nh hng nhiu n s hi lng ca khch hng nhng nhng nm gn y nhiu khch sn i vo hot ng kinh doanh cnh tranh nhau v nhiu yu t nn khch hng quan tm nhiu hn n thi , kh nng lng nghe tip nhn kin phn hi ca khch sn. Khch hng quan tm hn n kh nng gii quyt vn , khi khch sn khc phc vic gii quyt r rng, thuyt phc v nhanh chng cc vn th s lm tng s hi lng ca khch hng. Nhn t phng tin hu hnh cng c tc ng n s hi lng, khch hng cng quan tm n v tr khch sn cng nh cc trang thit b ca khch sn, tuy nhin khng ng k.3.8. PHN TCH NH GI CA KHCH HNG I VI CC NHN T NH HNG N S HI LNG CA KHCH HNG TI KHCH SN

Qua phn tch hi quy trn, ta thy c 3 nhn t nh hng n s hi lng ca khch hng: Kh nng p ng, phng tin hu hnh, gii quyt vn .Bng 3.29: Bng nh gi ca khch hng i vi cc nhn t nh hng n s hi lng ca khch hng ti khch snStatistics

Kh nng p ngPhng tin hu hnhGii quyt vn

NValid189189189

Missing000

Mean3.92174.27693.9365

Std. Deviation.49444.64163.61773

Minimum2.002.672.00

Maximum5.005.005.00

Nhn t phng tin hu hnh c nh gi mc rt cao (ng ngha vi mc hon ton ng ) vi gi tr mean l 4.2769. Nhn t kh nng p ng v gii quyt vn c nh gi mc cao (gn mc ng ) vi gi tr mean ln lt l 3.9217 v 3.9365.Bng 3.30: Bng nh gi ca khch hng i vi nhn t s hi lngStatistics

S hi lng

NValid189

Missing0

Mean3.9365

Std. Deviation.47957

Minimum2.33

Maximum5.00

Nhn t s hi lng cng c nh gi mc cao (gn mc ng ) vi gi tr mean l 3.9365.3.9. NHN XT KT QU CA NGHIN CU V SO SNH VI CC KT QU NGHIN CU TRCQua kt qu nghin cu, ta thy m hnh nghin cu kt qu khc so vi m hnh nghin cu xut, loi b thang o tin cy, s m bo, s cm thng, thay vo l nhn t gii quyt vn . Nhn t gii quyt vn c nh hng ln nht n s hi lng ca khch hng, tip theo l kh nng p ng v phng tin hu hnh, iu chng t khch hng quan tm cht lng thc t ca khch sn hn. So vi nghin cu ca Parasuraman (1988), nghin cu ca tc gi cng a ra nhn t nh hng n s hi long l kh nng p ng v phng tin hu hnh, ngoi ra im khc l nhn t gii quyt vn .

Trong kt qu nghin cu ca L Hu Trang Lun vn Thc S - i hc Kinh t Thnh ph H Ch Minh (2007) nghin cu v s hi lng ca khch hng v dch v khch sn ca cng ty c phn du lch An Giang c xy dng cc nhn t nh hng n s hi lng ca khch hng gm 4 nhn t: s tn nhim, phn hi, tin cy, phng tin hu hnh. Trong nhn t s tn nhim l quan trng nht, tip n l cc nhn t phn hi, tin cy, v phng tin hu hnh. So vi kt qu nghin cu ca tc gi, th ging nhau ch l phng tin hu hnh cng l nhn t tc ng n s hi lng ca khch hng, kh nng p ng li c nh hng n s hi lng ca khch hng trong khi nghin cu trc li khng nh hng, ngoi ra cn c nhn t mi l gii quyt vn nh hng mnh nht n s hi lng ca khch hng. Tm tt chng 3:Chng 3 m t phng php thu thp thng tin v kch thc mu, thng k m t cc thnh phn, trnh by kt qu kim nh thang o thng qua nh gi tin cy Cronbachs Alpha v phn tch nhn t khm ph (EFA). Phn mm SPSS 16.0 c s dng phn tch b d liu kho st. T kt qu ny, m hnh nghin cu cng cc gi thuyt c hiu chnh. Sau , s ph hp ca m hnh nghin cu c kim nh bng phn tch hi qui a bin. CHNG 4

HM CHNH SCH

4.1. CC KT QU NGHIN CU CHNHQua nghin cu nh tnh c s dng khm ph, b sung iu chnh cc thang o cho ph hp. Sau khi iu chnh b sung cc bin cu hi, 22 mc cu hi ca thang o cht lng dch v c thit lp sn sng nghin cu nh lng o lng s hi lng i vi dch v

Nghin cu nh lng c thc hin theo phng php ly mu ngu nhin, c mu n = 189 kim nh cc thang o v m hnh l thuyt. Trong , nam 52.4%, n 47.6%; tui t 20-25 l 1.6%, t 26-30 l 14.3%. t 31-35 l 33.9%, t 36-40 l 34.4%, >40 l 15.9%; Gim c, kinh doanh 48.1%, cng chc nh nc 27%, gio vin 12.2%, khc 12.7%.

D liu c x l bng phn mm SPSS 16.0, qua cc phn tch a ra kt qu.

Thc hin nh gi cc thang o bng phn tch nhn t khm ph EFA v kim nh vi h s tin cy Cronbachs Alpha ta thu c kt qu nh sau: bin ph thuc l s hi lng, bin c lp l cc bin: kh nng p ng, s tn nhim, tin cy, phng tin hu hnh, hnh nh, gii quyt vn . Nhn t s cm thng b loi khi m hnh.

Sau khi kim nh h s tng quan v hi quy cho cc nhn t trn, ta thu c m hnh s hi lng ca khch hang i vi dch v ti khch sn Hong Anh Gia Lai Nng nh sau:

S hi lng (Y) = 0.511 + 0.308 F1 + 0.170 F4 + 0.379 F64.2. HM CHNH SCH V NNG CAO S HI LNG4.2.1. Nng cao kh nng gii quyt vn Khch sn cn c nhiu bui thuyt trnh, o to nghip v cho nhn vin hn na, ci thin trnh ca nhn vin v cc dch v khch sn cng nh cch gii quyt cc vn c lin quan ca khch sn. Cc th tc nhn phng, tr phng ti quy l tn cn ci tin chuyn nghip hn na p ng nhanh nhu cu ca khch hng. Nhn vin phc v cng phi c o to chuyn nghip p ng tt yu cu ca cng vic. Ngoi ra i vi lng khch ln n khch sn cng mt lc th cn iu ng thm nhn vin lm th tc ti quy l tn khch khng phi ch i lu.

4.2.2. Nng cao kh nng p ng

Khch sn cn p ng nhiu hn na trong vic ch ng n tip v ch dn khch hng vo bt c thi im no trong ngy, k c ban m v khch hng t xa n rt cn s h tr ny. Lun sn sng gip khch hng khi khch hng yu cu. Cn lp ra b phn h tr tm kim cc thng tin nhanh v chnh xc m khch hng cn nh thi gian a im cc l hi din ra trong thnh phCn th hin s quan tm hn na n khch hng nh nh tn khch hng trong nhng ln sau khch hng gh n, to cho khch hng cm gic ti khch sn m nh tr v nh trong nhng ln i cng tc hay du lch xa nh. Tng cng h thng an ninh tt trong khch sn to cm gic yn tm cho khch hng. Nhn vin phi lun nh nhn, lch s vi khch hng bt k trong trng hp no.4.2.3. Nng cao phng tin hu hnh

Trang thit b cn nng cp, thay th m bo tiu chun sao ca khch sn nh thay mi bng n, kem nh rng, bn chi, dao co ru kp thi cho khch hng. Thng xuyn kim tra h thng my tnh, wifi phc v cho khch hng sa cha kp thi, sa cha h thng nc, in, bn ra mt, phng tm. B tr cc thit b trong phng khch sn cng cn lu khch hng thoi mi, thun tin trong sinh hot. Nng cp cc dch v ca khch sn tng xng vi tiu chun sao ca khch sn. 4.3. HN CH CA NGHIN CU NY Trong nghin cu ny ch thc hin vi cc khch hng s dng dch v ca khch sn trong thng 8/2013, phng php chn mu ngu nhin phi xc sut nn tnh i din cn thp, kh nng tng qut ca ti cha cao. Trong nghin cu sau nn chn mu theo phng php phn tng (theo xc sut) nh vy khi qut ha v t hiu qu thng k hn.Nghin cu a ra cc nhn t nh hng n s hi lng ca khch hng l: gii quyt vn , kh nng p ng, phng tin hu hnh. Kt qu phn tch hi quy cho thy thch hp ca m hnh l 50.3%, ngha l ch c 50.3% phng sai ca bin ph thuc s hi lng c gii thch bi cc nhn t trong m hnh, nh vy cn 49.7% phng sai ca bin ph thuc c gii thch bi cc nhn t bn ngoi m hnh, y l thnh phn cha c cp trong m hnh nghin cu xut. y cng l mt hng cho nghin cu tip theo ca ti. Tm tt chng 4:Chng ny trnh by cc kt qu nghin cu chnh thu c sau khi phn tch, hm chnh sch v nng cao s hi lng v hn ch ca nghin cu ny.KT LUN

S cnh tranh gia cc khch sn ngy cng gay gt, iu ny i hi cc khch sn phi ngy cng nng cao cht lng dch v ca mnh ng vng trn th trng. Nghin cu v s hi lng ca khch hng i vi dch v ti khch sn Hong Anh Gia Lai Nng nhm phc v cho mc ch nghin cu chnh ca ti, ngoi ra ti cn c gi tr cho vic tham kho phc v cho cc nghin cu hon thin hn cc dch v ca khch sn.

Lun vn tng hp cc yu t l thuyt v thc tin nghin cu s hi lng ca khch hng i vi dch v ti khch sn Hong Anh Gia Lai Nng. Nghin cu cho thy s hi lng ca khch hng chu nh hng ca cc nhn t cu thnh nn cht lng dch v.

ti nh gi c mc hi lng ca khch hng thng qua vic xy dng m hnh, phn tch, v xc nh c cc nhn t nh hng n s hi lng ca khch hng. T s gip khch sn Hong Anh Gia Lai ni ring v cc khch sn khc trn a bn ni chung nh gi c cht lng dch v ca mnh, v a ra cc bin php ci thin hn na s hi lng ca khch hng s dng dch v.

ti cn nhiu thiu st v hn ch. Rt mong nhng kin ng gp, chnh sa ca hi ng tc gi hon thin v rt kinh nghim cho nhng ln nghin cu sau.TI LIU THAM KHOTing vit

[1] PGS.TS L Th Gii, TS. Nguyn Xun Ln, Th.S ng Cng Tun, Th.S L Vn Huy, Th.S Nguyn Th Bch Thy (2006), Nghin cu Marketing L thuyt v ng dng, NXB Thng K.

[2] PGS.TS L Th Gii, TS. Nguyn Xun Ln, Th.S V Quang Tr, Th.S inh Th L Trm, Th.S Phm Ngc i (2011), Qun Tr Marketing, NXB Ti Chnh.[3] Lu Thanh c Hi v Nguyn Hng Giang (2011), Phn tch cc nhn t nh hng n s hi lng ca du khch khi n du lch Kin Giang, Tp ch khoa hc, tp 19b, tr. 85-96.

[4] Tin Ha (2007), Nghin cu s hi lng ca khch hng doanh nghip i vi sn phm, dch v ngn hng HSBC, chi nhnh Thnh ph H Ch Minh, Lun vn Thc s Kinh t, i hc kinh t Thnh ph H Ch Minh.

[5] L Vn Huy (2007), S dng ch s hi lng ca khch hng trong hoch nh chin lc kinh doanh ngn hng: Cch tip cn m hnh l thuyt, Tp ch Khoa hc v Cng ngh, tp 19, (s 2).[6] Nguyn Th Thi Th (2012), Nghin cu s hi lng ca khch hng i vi dch v truyn hnh MyTV ti thnh ph Nng, Lun vn Thc s Qun tr kinh doanh, i hc Nng.[7] Nguyn nh Th (1998), Nghin cu Marketing, NXB. Gio Dc.[8] L Th Thy (2010), Nghin cu s hi lng ca khch hng i vi dch v mng vinaphone trn a bn thnh ph Nng, Lun vn Thc s Qun tr kinh doanh, i hc Nng.

[9] inh Quang Tun (2011), Nghin cu s hi lng ca khch hng s dng dch v tr lng qua ti khon ti cc ngn hng trn a bn Thnh ph Kon Tum, Lun vn Thc s Qun tr kinh doanh, i hc Nng.[10] L Hu Trang (2007), Nghin cu s hi lng ca khch hng v dch v khch sn ca Cng ty C phn du lch An Giang, Lun vn Thc s Kinh t pht trin, i hc kinh t thnh ph H Ch Minh.[11] Nguyn Th Mai Trang (2006), Cht lng dch v, s tha mn, v lng trung thnh ca khch hng siu th ti Thnh ph H Ch Minh, Tp ch pht trin KH & CN, tp 9, (s 10).

[12] L Th Tuyt Trinh (2012), Nghin cu s hi lng ca khch hng i vi dch v vin thng di ng Viettel ti Bnh nh, Lun vn Thc s Qun tr kinh doanh, i hc Nng. [13] Hong Trng v Chu Nguyn Mng Ngc (2005), Phn tch d liu vi SPSS, NXB Thng k.Ting Anh

[14] Parasuraman, Valarie A. Zeithaml, & Leonard L. Berry (1985), A Conceptual Model of Service Quality and Its Implication for Future Research, Journal of Marketing vol.49 (Fall 1985), 41-50.

[15] Parasuraman, A. Zeithaml, V.A. and Berry, L.L., SERVQUAL: A Multi-item Scale for Measuring Consumer Perceptions of the Service Quality, Journal of Retailing, (64), 1, (1988), 12-40.

[16] Philip Kotler (2001), Nhng nguyn l tip th, NXB Thng K.PH LC: PHIU KHO ST KIN KHCH HNG

Ti l H Xuyn - hc vin cao hc ngnh Qun Tr Kinh Doanh - i hc Nng .Ti ang thc hin lun vn: Nghin cu s hi lng ca khch hng i vi dch v ti khch sn Hong Anh Gia Lai Nng. Knh mong Anh/ Ch dnh t thi gian in vo bng kho st di y ti hon thin hn bi lun vn ca mnh. Ti cam kt ton b thng tin s c bo mt v ch dnh cho mc ch thng k nghin cu.

PHN DNH CHO KHCH HNG

1. Gii tnh:

Nam ( N (2. Tui:

20 25 (

26 30 (

31 35 (

36 40 (

> 40 (3. Ngh nghip:Gim c, kinh doanh (Cng chc nh nc(Gio vin

(Khc

(Cu 1: Vui lng cho bit mc ng ca Qu khch hng i vi mi nhn nh di y bng cch s dng thang im t 1 n 5 (nh du X vo cc thch hp)

1. Hon ton khng ng , 2. Khng ng , 3. Bnh thng, 4. ng , 5. Hon ton ng Cc nhn nhnh gi ca khch hng

12345

tin cy

To s yn tnh cho khch hng ngh ngi

Tp trung p ng cc yu cu ca khch hng

n ung m bo v sinh

Khch sn gii thch r rng, thuyt phc cc vn c lin quan

Khch sn gii quyt cng vic nhanh chng, chnh xc

S m bo

Nhn vin c trnh chuyn mn nghip v v am hiu cc dch v ti khch sn

Khch hng cm thy an tm khi ti khch sn

Nhn vin t ra lch s, nh nhn i vi qu khch

Kh nng p ng

Nhn vin ch ng n tip v ch dn khch hng

Lun sn sng tip nhn v gip khch hng

Lun lng nghe v tip nhn cc kin, phn hi nhanh cc thng tin ca khch hng

S cm thng

Th hin thi lch s, thn thin v chuyn nghip khi giao tip vi khch hng

Lun quan tm ti khch hng

Phng tin hu hnh

V tr thun li, trung tm thnh ph

Trang thit b tng xng vi tiu chun ca khch sn

Trang thit b hin i, b tr p ng yu cu ca khch hng

Khu vc l tn sch p, thong mt

Hnh nh chuyn nghip (nhn vin mc ng phc gn gng, lch s)

S tn nhim

Khch sn phc v tt hn bn ngh

Bn tin tng cht lng phc v ti khch sn

Khch hng nhn thy thng hiu Khch sn Hong Anh Gia Lai rt quen thuc

Khch sn to c hnh nh tt p trong lng khch hng

Cu 2: S hi lng ca qu khch ( qu khch khoanh trn con s th hin la chn ca mnh) (thang o t 1-5 tng ng vi mc t hon ton khng hi lng n hon ton hi lng) Cht lng dch v ca khch sn:

12345

Kh nng gii quyt vn theo yu cu ca khch hng:

12345

Cung cch phc v ca khch sn:

12345

Cu 3: Xin qu khch vui lng cho kin ng gp khch sn nng cao cht lng dch v trong thi gian ti

XIN CHN THNH CM N! KNH CHC QU KHCH CNG

GIA NH SC KHE V THNH CNGPh lc 1: Thng k muGii tnh

FrequencyPercentValid PercentCumulative Percent

ValidNam9952.452.452.4

N9047.647.6100.0

Total189100.0100.0

tui


Valid20-2531.61.61.6

26-302714.314.315.9

31-356433.933.949.7

36-406534.434.484.1

>403015.915.9100.0

Total189100.0100.0

Ngh nghip


ValidGim c, kinh doanh9148.148.148.1

Cng chc nh nc5127.027.075.1

Gio vin2312.212.287.3

Khc2412.712.7100.0

Total189100.0100.0

Ph lc 2: Phn tch tin cy Cronbachs Alpha cho cc nhn tNhn t tin cy:

Reliability Statistics

Cronbach's AlphaN of Items

.7725

Item-Total Statistics


To s yn tnh cho khch hng ngh ngi15.724.373.467.761

Tp trung p ng cc yu cu ca khch hng15.794.441.583.718

n ung m bo v sinh15.834.354.609.708

Khch sn gii thch r rng, thuyt phc cc vn c lin quan15.814.481.511.741

Khch sn gii quyt cng vic nhanh chng, chnh xc15.784.458.564.723

Nhn t s m bo:



.5953



Nhn vin c trnh chuyn mn nghip v v am hiu cc dch v ti khch sn7.531.453.220.725

Khch hng cm thy an tm khi ti khch sn7.68.901.541.262

Nhn vin t ra lch s, nh nhn i vi qu khch7.531.059.480.378

Nhn t kh nng p ng:



.7583



Nhn vin ch ng n tip v ch dn khch hng7.971.398.563.704

Lun sn sng tip nhn v gip khch hng8.051.359.590.674

Lun lng nghe v tip nhn cc kin, phn

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