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BO GIAO DUC VA DAO TAO TRU G DAI HOC KINH TE THANH PHO HO CHI MINH MAI VAN DAT CAC YEU TO ANH HYONG DEN SIf HAI LONG CUA THYC KHACH VE CHAT LYONG DICH VU TIEC CY€II — TRY©NG HOP AP DUNG TAI NHA ILéNG TIEC CYiiI DONG PMYONG CHUYEN NGANH : QUAN TRJ KINH DOANH MA SO : 60.34.05 LUAN VAN THAC SI KINH NGGOI HLDG DAN KHOA HOC: GS.TS HO DCC HUNG TP Hii Chi Minh — Nam 2911 LOI CAM DOAN T:ic gia MU.C LUC DANH MU.C BANG BIEU VA HINH DANH MU.C TO VIET TAT TOM TAT NOI DUNG LUAN VAN LY DO CHON DE TAI l MU.C TIEU NGHIEN CN DOI TUCING VA PQ VI NGHIEN CUA .3 PRONG PM NGHI N CN .3 Y NGHIA T C TIEN CUA DE TAI CAU TRUC CUA LUAN VAN CHOONG 1: CO SCC LY TXT VE CAT LUCING DICH VU .6 1.1 Gioi thi(u khai quat ve nghi thfrc to chic ti(c cuoi tai nha hang ti(c cucii Dong Phuorig 1.3 quan Moi vu he giua chat lupng d Ch ! va sq 16 hai long cua khach hang 2.1 Thiet ke nghien cuu 19 1.1 Nghien cfiu so bfi 19 ’ Mo hinh nghien cuu va cac gia thuyet .25 1.2 1.3 Nghien c u chinh thuc 26 2.2 Thang 26 2.2 Thang chat lupng dich vu ti(c cucii 26 2.2.2 Thang muc hai long ctia thuc khach .28 3.3 Kiém dinh thang va két qua nghien ctiu 32 3.3.1 Kiém dinh thang bang h( so tin ca(y Cronbach’s alpha 32 3.3.2 Phan tich yéu to khiim pha EFA .35 3.3.3 Ph tich hoi quy 43 3.3.4 Kiém d)nh sir khac biet ve muc hai long theo cac da(c diem cii nhan 45 3.3.5 Danh gia chung vé chat lupng dich tiec cuoi va mdc hai long cua thuc khach tai nha hang ti(c cuoi Dong Phuong 47 4.1 MOT SO GIAI PM NANG CAO CHAT L ONG DICH VU TIEC CU I CUA CNG TIEC CHI DONG PRC1NG : ’ 52 4.1.1 Nang cao nang luc phuc vp 52 4.1.2 Nang cao muc dap ting 56 4.1.3 Nang cao phuong ti(n va(t chat htm hinh 60 Phu Luc 5: 89 DANH MUC BANG BIEU VA HINH DANH MUC CAC BANG Trang Bang 1.1: Thang Servqual .11 Béng 2.1: Danh séch cac chuyén vién .20 Bang 2.2: Bien quan sat cua thang Servqual ducrc diéu chinh bo sung lan 23 Bang 2.3: Thang chat lupng dich vp ti(c cuoi 27 Bang 2.4: Thang muc thoa man cua thuc khach 28 Béng 3.1: H( so tin cay Cronbach Alpha ctia c:ie yéu to chat lupng dich vp tiec cu‹ i 32 ti(c cu‹ii Dong Phuong 3.12: Diem trung binh ciia cac yéu to diinh gi:i chat luqng dic vu vii mirc hai long tar c:ic nha hang ti(c cuc i trén d|a ban Tp.HCM DANH M(IC CAC HINH DANH MJ,JC T TH VIET TAT ' AT DC DU HH PV Tp.HCM TBAT TBHL TBHH TBDU TBPV TBDC VIET TAT DIEN GIAI An toén Dong ciim D:ip ung Hitu hinh Hai long phuc vp Th:inh Ho Chi Minh Trung binh an toén Trung binh hai long Trung binh him hinh Trung binh d:ip ting Trung binh phuc vu Trung binh dong cain TOM TAT NOI DUNG LUA) N VAN Nghien ctru duoc thuc hi(n nham: X:ic dinh c:ic yéu to anh huéng den muc hai long ciia thuc kh:ich tai cac nha hang ti(c cucii dia ban Ho Chi Minh Do luémg mfrc hai long ctia thuc khach tar nha héng ti(c cuoi Dong Phuong Kiém tra su khac bi(t ve muc do) hai long cua thuc kh:ich theo c:ic yéu to ca nhiin (do tuoi, gicii tinh, trinh hpc vén, phan lao dong, thu nh(ap) Pharr mem phan tich thong ké SPSS 16.0 dupc sit dung de phan tich du li(u Ci chuong l t:ic gia gicii thi(u khai quat ve nghi thuc to chuc ti(c cucii tai nha h rig ti(c cucii Dong Phuong, s‹i c‹i ly thuyet ve chat lupng d|ch vp, thang chat lupng d|ch vp (thang Servqual) ctia Parasuraman, trinh bay mo hinh niim kho:ing cach chat lupng dich vp va moi quan h( giira chat lupng d|ch vp va su hai long cua khiich héng Két qua kiém d[nh va chfmg minh moi quan h( giua chat lupng dich vp va su hai long ctia khiich héng qua de tai “Do luéng chat lupng vui choi giai tri ngoai trcii tai Tp.HCM” ctia Nguyen Dinh Thp va nhom giang vién dai hpc Kinh Té Tp.HCM chuong 2, dua vao cci sci ly thuyet ve chat lupng d|ch vp ‹ chuong 1, Nghien ctiu dinh tinh du‹ic thpc hi(n nham diéu chinh, bo sung bién quan sat cho cac thang Nghien cfru d|nh lupng du‹ic thuc hi(n vc i 200 thuc khéch thong qua phiéu khao s:it y kién thuc khéch da tung tham dq ti(c cucii ci cac nha hang ti(c cuoi thénh Ho Chi Minh de xay dung mo hinh nghien ctfu va kiém d|nh thang chuong 3, dua vao mo hinh nghien ctiu va cac thang da xay d g ci chuong tiic gia thuc hi(n kiém dJnh thang bang h( so tin cay Cronbach’s Alpha, Két qua cho thay h( so Cronbach Alpha cua cac yéu to thang déu dat, chi co c:ic bién: pv5 (nhan vién phuc vu luon hucing mat ve phia thuc khiich), hh7 (ma)t tién nha hang trang tri noi bat), hh 10 (loi vao nha hang sach se) co h( so tirong quan bién tong nho hon 0.3, cac bién se b| loai phén tich EFA Két quit phan tich yéu to dna mo hinh su hai long cua thuc kh:ich tar cac nha hang ti(c cunt Ho Chi Minh gom yéu to: su an toan, muc d:ip ting, niing luc phuc vp va phuong ti(n va)t chat hitu hinh Két qua hoi quy cho thay chi cé› yéu to I:ic dong den su hai long cua thuc kh:ich dé› la: (1) yéu to niing luc phuc vp cé› I:ie dong manh nhat den sir hai long ciia thuc khach (0.318); (2) yéu to mite dap ting (0.254); va (3) phuong ti(n vat chat him hinh cé› tae dong yéu nhat (0.223) Dua vao diem trung binh ctia cac yéu to danh gi:i chat lupng dich vp tai nha héng ti(c cuoi Dong Phuong cu the la diem trung binh ciia bién php thuoc X3 €×ang luc phuc vp) theo danh giii cua thuc khach chi la 3.4248, thap hon diém trung binh cua yéu to nang luc phpc vp chung cho cac nha hang (3.4969) Dleu co nghia la nha hang ti(c cuoi Dong Phuong nén uu tién quan tain dau tu cao nhat cho yéu to nang luc phuc vp Sau thang da ducic xu ly, tiép tuc thuc hi(n phan tich phuong sai yéu to de kiém dinh co su kh:ic bi(t cua mot so yéu to nhu: do) tuoi, trinh hpc van, thu nh(ap va phan lao dong den muc hai long cua thuc kh:ich ve chat lupng d)ch vp ti(c cu‹ii hay khfing? Két qua phan tich cho thay chi co yéu to thu nhap la co su khac biet Giai thich cho su kh:ic bi(t la nhilng thirc • khach co thu nhap cao thuéing doi hoi nhii hang phiii d:ip ung nhu cau ciia hp cao hon, phuc vu hp tot hcin va phuong ti(n vat chat htm hinh ciia nha hang phiii hoan thi(n hon Ci chuong 4, dua vao két qua nghien cuu ci chuong tac gia trinh bay mot so giai phap nham nang cao chat lupng dich vu ti(c cucii cua nha hang ti(c cucii Dong Phuong trén c‹i s‹i ciia yéu to co anh huéng den su hai long ctia thuc khach: 1/ néng cao néng luc phuc vp; 2/ nang cao muc dap ttng; 3/ nang cao phuong ti(n vat chat hilt hinh Trong ca yéu to trén nha hang ti(c cucii Dong Phuong nén uu tién t(ap trung nang cao nang lqc phuc vu vi day la yéu to tac dong giup thuc khach hai long nhiéu nhat Ve m(at thuc tien, nghien ciru giup cho ban giam doc ciic nha hang thay ducic nhiing yéu to tac dong dén sir hai long cua thuc khach, tir dna c:ie giai phap can thiét va phu hcip de nang cao mirc hai long cua thirc kh:ich - 80 Bang 3.6: Phfin be m$u theo thu nhap Valid Du‹ii 15 tri(u dong 21 11.2 11.2 11.2 Tit 1,5 tri(u dong den duoi tri(u dong 32 17.0 17.0 28.2 Tir tri(u dong den duoi tri(u dong 77 41.0 41.0 69.1 Tir tri(u dong tr‹i 58 Total 188 30.9 100.0 30.9 100.0 100.0 Bfing 3.7: Phan bo man theo phan lao dong Valid , Hpc sinh-sinh vién 20 10.6 10.9 10.9 Ciin bo-cfing nhan vién 65 34.6 35.3 46.2 Thuong-doanh nhén 29 15.4 15.8 62.0 Lao d rig tu 57 30.3 31.0 92.9 Huu tri 13 6.9 100.0 Total Missing System Total 184 188 97.9 2.1 100.0 100.0 Bang 3.8: MC an néi linh hoat, hiéu biét va c‹i duyén Phan Phan tram Tan so tram hpp 1( 1.6 Phén tram cpng don 1.6 1.6 3.1 3.1 4.7 28 43.8 43.8 48.4 28 43.8 43.8 92.2 64 7.8 100.0 7.8 100.0 100.0 - 81 30 25 64 3.1 6.2 46.9 39.1 4.7 100.0 3.1 6.2 46.9 39.1 4.7 100.0 3.1 9.4 56.2 95.3 100.0 Bfing 3.10: Ban d;y phong diriyc phuc vu chu d:to nhw ban chinh th frc 1.6 1.6 1.6 22 24 14.1 34.4 37.5 12.5 14.1 34.4 37.5 12.5 15.6 50.0 87.5 100.0 64 100.0 100.0 25 24 64 3.1 14.1 39.1 37.5 6.2 100.0 3.1 14.1 39.1 37.5 6.2 100.0 3.1 17.2 56.2 93.8 100.0 Bring 3.12: Nhan vién phuc vu lufin cé ma) t tai ban ti(c tir lire bat dau nhap ti(c cho dén kh:ich dfrng da(y vé - 82 - 3 26 4.7 4.7 40.6 4.7 4.7 40.6 4.7 9.4 50.0 27 64 42.2 7.8 100.0 42.2 7.8 100.0 92.2 100.0 Bang 3.13: Phuc vu ban vui tiroi nhe nhang tron tirng thao t:ie phyc vu Phan Phan tram Phan tram tram hpp 1( cpng don Tan so 4.7 4.7 4.7 10 15.6 15.6 20.3 23 35.9 35.9 56.2 21 32.8 32.8 89.1 64 10.9 100.0 10.9 100.0 100.0 7.8 7.8 7.8 3 10.9 21 32.8 32.8 43.8 23 35.9 35.9 79.7 13 20.3 20.3 100.0 64 100.0 100.0 B:in3.15: Nha hancii chi'i iiifr xe th$n tién 4.7 39.1 42.2 4.7 39.1 42.2 7.8 46.9 89.1 - 83 - 64 10.9 100.0 10.9 100.0 100.0 Bfing 3.16: Doi quan danh dj don kh:ich trwfic phfing ti(c an m§c dep va an 6.2 7.8 6.2 7.8 6.2 14.1 21 23 11 64 32.8 35.9 17.2 100.0 32.8 35.9 17.2 100.0 46.9 82.8 100.0 Bfing 3.17: Khfing gian to chfrc ti(c rong ’i, sang trpng 1.6 3.1 1.6 1.6 4.7 20 31.2 31.2 35.9 28 13 43.8 20.3 43.8 20.3 79.7 100.0 64 100.0 100.0 Bang 3.18: Khu vpc cling cong cfia hang co mii i che triri mwa 1.6 1.6 1.6 10 15.6 15.6 17.2 28 43.8 43.8 60.9 17 26.6 26.6 87.5 64 12.5 100.0 12.5 100.0 100.0 - 84 Bang 3.19: Mon En trang tri d‹rn gian nhirng dep va ngh( thuat 3.1 3.1 11 24 24 64 17.2 37.5 37.5 4.7 100.0 17.2 37.5 37.5 4.7 100.0 20.3 57.8 95.3 100.0 Phan tram cpng don 1.6 1.6 1.6 6.2 6.2 7.8 25 19 15 39.1 29.7 23.4 39.1 29.7 23.4 46.9 64 100.0 100.0 76.6 100.0 - 85 Pbu luc 4: Phan tich yéu th KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df 856 3471.362 325 Sig .000 Communalities Initial - Extraction atl 1.000 807 at2 at3 du1 du2 du3 1.000 1.000 1.000 1.000 1.000 827 8l4 702 634 576 du4 du5 du6 pvl pv2 1.000 1.000 1:000 1.000 1.000 738 7l5 pv3 1.000 pv4 pv6 dc1 dc2 1.000 1.000 1.000 1.000 dc3 dc4 hh1 hh2 1.000 1.000 1.000 1.000 703 770 766 528 864 634 685 854 76l 62l 669 628 - 86 - • hh3 1.000 575 hh4 1.000 713 hh5 1.000 700 hh6 1.000 474 hh8 1.000 625 hh9 1.000 741 Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues %ô of Factor Total vôiance ã , Cumulative %o Extraction Sums of Squared Loadings Total % of Variance Rotation Sums of Squared Loadings % of Cumulative Cumulative % Total Variance %» 9.600 36.922 36.922 9.600 36.922 36.922 4.683 18.010 18.010 2.689 10.341 47.263 2.689 10.341 47.263 4.33 16.685 34.696 2.204 8.478 55.742 2.204 8.478 55.742 3.400 13.077 47.772 1.844 7.091 62.832 1.844 7.091 62.832 188 12.263 60.035 1.786 6.868 69.701 1.786 6.868 69.701 2.513 9.665 69.701 972 3.738 73.439 747 2.872 76.311 695 2.674 78.984 630 2.425 81.409 10 564 2.168 83.577 11 478 1.839 85.416 12 438 1.685 87.101 13 4l5 1.597 88.698 14 390 1.498 90.197 15 345 1.326 91.522 16 328 1.260 92.782 17 303 1.165 93.947 18 256 984 94.931 19 238 917 95.848 20 231 888 96.737 21 199 765 97.501 - 87 - , 26 658 98.159 595 98.754 145 559 99.31 107 412 99.725 071 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrix' Component ' hh4 817 hh1 hh9 hh3 hh2 793 792 714 668 hh8 hh5 hh6 dul 663 633 632 785 du6 du2 du4 du3 776 708 705 690 dc2 dc3 dcl 792 du5 Pº4 Ph pv2 pv6 P º3 853 811 791 651 606 898 783 773 -88- ‹ dc4 at3 at2 atl Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations .731 898 886 848 Kiem d;inh c:ie yéu t6 c:i nhan Gioi tinh N TB a N« Group Statistics Trung Sai so Trung binh binh thong l(chchuan N ké 57 3.2368 66551 088l5 66 3.3030 60370 07431 Independent Samples Test Kiem dinh Levene ve su bang ciia phuong sai TB Giii dinh HL phuong sai bang • Khong gia d|nh phuong sai bang Kiem dinh su bang ctia trung binh 327 569 -.578 121 564 -.06619 11447 -.29281 16043 -.574 114.191 567 -.06619 11529 -.29458 16220 - 90 - Descriptives 95% Confidence Interval for Mean • N Mean 30 3.3250 61641 11254 3.0948 3.5552 2.00 4.00 43 3.1860 60772 09268 2.9990 3.3731 1.00 4.25 63 3.2143 74711 09413 3.0261 3.4024 1.75 5.00 50 3.4250 66672 09429 3.2355 3.6145 1.50 5.00 186 3.2823 67656 0496l 3.1844 3.3801 1.00 5.00 Total • Std Lower Upper Mini Maxi Deviation Std EITOf Bound Bound