Nghiên cứu hành vi khách du lịch tại các khách sạn 4 sao trên địa bàn tỉnh quảng ninh

POIIAN nq K I M I DOAWI NCHIEN (liiO HANH YI KHUCH DU LICH U i (iiC KHUCH m SAO T p DIA BAN TiNHQUANC HINH: PHAH TICH DU lltUTifTRANCB00HIHC.COM Nguyen Thu Ha TruOTig »9i hoc Kinh t^ - DH QG H i N6i Email: hant@vnu.edu.vn Nguyen Hoang Trirdug Dai hgc Thtrong M?i Email: nguyenhoang@tmu.edu.yn Ngdy nhgn: 10/03/2020 Ngdy nhgn lai: 24/03/2020 Ngdy duyet ddng: 27/03/2020 jfieu ro nhu cdu cua khdch hdng di nang cao chdt lugng dich vu du lich dugc xem la mgt gidi phdp quan trgng nham cdi thien hiiu qud du lich Viet Nam, Idm tdng ty le khdch du lich quoc ti quay trd Igi Viet Nam Bdi bdo trinh bay kit qud nghiin ciru phdn tich hdnh vi khdch hdng Irdi nghiem dich v^i tai cdc khdch san tgi Qudng Ninh nam 2019 su dung ca sd dii liiu cua nha cung cap Booking, com tong hap y kiin phdn hoi cua cdc khdch du lich vd ngoai nude ddnh gid vi cdc yeu td dich vu khdch san gom cdcyiu to: sach se, wifi, ddng gid tiin, vi tri, tien nghi vd su thodi mdi Kit qud phdn tich cua bdi bdo chi cdc dgc diem hdnh vi khdch hang vd edm nhgn vi dich vu khdch sgn, co thi su dung lam co sd di cdc doanh nghiip hodn thien cdc chiin luge marketing dich vu nham ndng cao chdt lugng dich vu hudng tdi su hdi long cua khdch hdng Tir khoa: Hdnh vi ngirdi tiiu diing, Chdt lugng dich vii khdch sgn, Marketing dich vu, Booking.eom Gioi thieu hiln sir quyet tam cita tinh Quang Ninh va nha dau Thi trudng dich yu du lich Viet Nam hien rat tu vile thiic day phat trien nganh du lich ndi soi ddng va cdn nhieu tiem nang chua khai thac den rilng, kinh tl - xa hgi Quang Ninh ndi chung Mat hira hen mgt tuang lai du lich Viet Nam phat trien khac, tai Quang Ninh rat nhieu "md vang den du manh me han, chuyin nghiep hon mang lai Igi ich cho lich", tay nhien cac tiem nang chua thuc sir dugc qudc gia ndi chung va cai thien cugc sdng cua ngudi khai thac Su da dang tir di san, ky quan den tu vinh dan ndi rilng Theo sd lieu thdng ke nam 2019, lugng Cua Luc, dia hinh ddi niii, rimg thudng xanh niii da khach qudc tl den Viet Nam thang 10/2019 udc tren vinh vatrin bd, he thdng sdng va dac biet dat 1.618.337 lugt; tang 3,7% so vdi thang 9/2019 va la khu bao tdn cdng vien rimg 15.000 cdn nguyin tang 34,3% so vdi cimg ky nam 2018 sa ed gia tri sinh thai rat Idn dl khai thac va phat Quang Ninh ndi len nhu mdt diem din hap dan trien du Hch Chinh vi nhan thiic dugc du Hch chinh cho du khach lien tiep nhirng narn gan day la nganh mang lai gia tri kinh te cao va tao dieu kiln l/dc tinh 10 thang diu nam 2019, tdng sd khach du cho ngudi dan dia phuong cd cdng an vile lam, tang Ijch den Quang Ninh dat khoang 14 trieu lugt, tang thu nhap, Quang Ninh dang chuyen ddi ca can kinh 14% so vdi cung ky Tdng doanh thu tir du Hch uac tl tir khai thac khoang san sang dich vu, cd dat 29.500 ti ddng - tang 24,8% so vdi ciing ky, vugt du Hch Muc tieu nam 2020 Quang Ninh se ki hoach (kl hoach 27.000 ty dong) Diu in rd net ddn 15 - trieu lugt khach, cd trieu nhat cua Quang Ninh cdn thi hien d tang ddng bd khach qudc tl, va ddn 30 tri?u lugt khach, vl giao thdng dii ca loai hinh, dudng cao tdc; cang cd 15 trilu khach qudc te, vao nam 2030 hang khdng quoc te va cang tau khach quIc te Trudc nhu cau phat triln nganh du lich tai Quang chuyen biet tai Viet Nam Dac biet, su ddi cua Ninh hiln ca ve mat chat lugng cac san pham du cang hang klidng guoc te Van Ddn - cang hang Hch va sd lugng khach du lich, vai trd ciia cac doanh khdng tu nhan diu tu diu tiln tai Viet Nam da thi nghiep du Uch la rat quan trgng Cac doanh nghiep w duac tai Ira bm Quy Phat So 141/2020 n khoa hoc va cong ngh? Quoc gia (NAFOSTED) de sai it 502.02-2019.16 _lthoa hoc "thiMngmai c? 39 O U A N -nq K I M I DOANH can hoach dinh chiln luge noi chung va chien luge marketing ndiriengphii hgp vdi tiing t^p khach hang muc tieu, hudng tdi sir hai long cua du khach va tri long trung cita cac du khach Do do, vile nghiin ciiu va phan tich hanh vi ngudi tiiu dimg, tim hieu nhu can va mong mudn cua hg, cac yiu td anh hudng den quyet dinh trai nghiem san pham/dich vu cua hg la rat quan trgng, la can cii de cac doanh nghiep xay dung chiln luge marketing djch vu hieu qua, dat biet d chien luge phat trien san pham va dich vu, chiln luge gia va phan phoi dich vu Trong nhijng nam gan day, mac dii tren thi gidi va nude cd kha nhieu cac nghien cuu vl chat lugng dich vu khach san va su hai long ciia cac du khach nhung tai Viet Nam chu yiu la nhiing nghien ciru chung ma chua cd nhieu de tai nghien cuu din timg tap khach hang myc tieu cua eac doanh nghiep hay nghiin ciiu dudi gdc tiep can la chiln luge marketing hon hgp hay sir dung phuang phap thu thap dir lieu vdi sd lugng mau Idn cac du khach trin Booking.eom, Agoda.com, Hotels.com Bai nghiin _ciiu_ di sau vao rim hieu va dilu tra phan tich cac yiu td anh hudng din hanh vi cua timg nhdm khach hang ddi vdi cac khach san tai Quang Ninh theo gdc tiep can cua Booking.eom Qua dd dl xuat cac nhdm giai phap hoan thien chien luge marketing hon hgp theo dinh hudng khach hang muc tieu, hudng tai sir hai long ciia khach hang, gdp phan phat trien hoat ddng kinh doanh cua cac khach san ndi chung va ciia tinh Quang ninh ndi rieng Ca sd ly lu|n 2.1 Hdnh vi ngudi tieu diing Thuat ngii "hanh vi ngudi tieu diing" dugc hieu la hanh vi rna nhirng ngudi tieu dimg tiln hanh viec tim kilm, danh gia, mua, trai nghiern san pham dich vu sau mua, va loai bd san pham dich vu khdng thoa man ky vgng cua hg "Hanh vi ngudi tilu dung la su tucmg tac khdng ngimg bien ddi giiia sir cam thu va nh|n thuc, hanh vi va cac yiu td mdi hudng thdng qua dd ngudi thue hien cae hanh vi trao ddi" (Hiep hgi Marketing My - AMA) Hanh vi ngudi tieu dimg la mgt qua trinh mgt ca nhan hay mdt nhdm ngudi lua chgn, mua sam, sir dung hay loai bd cac san pharn dich vu, nhirng suy nghi, kinh nghiem qua khii nham thoa man nhu cau hay udc mudn cua ho (Solomon,20I6; Kotler va Keller, 2015) Thau hiiu hanh vi ciia ngudi tieu dung se giup cho doanh nghiep xay dung nhiing chien luge Markering ndi rieng va chien luge kinh doanh ndi chung phii hgp va hieu qua Thuc vay, nghien cim hanh vi ngudi tieu dimg se giitp cho cac doanh nghiep nhan biet nhu cau, sd thich va thdi quen ciia 40 khoa hoc thifdng ma khach hang, ly, hg quylt dinh mua san pham dich vy, cac yiu td thuc day hg quyet di_nh tieu diing san pham dich vu dl hoach dinh chiln luge marketing thiic diy ngudi tieu dung mua sam dich vy va tri su tmng ciia hg ddi vdi cdng ty Nghiin cuu hanh vi ngudi tieu dimg la nghiin eiiu toan bd cac boat dgng xuyen sudt qua trinh trudc mua sim, mua sam va sau mua sim (Solomon, 2016; Kotler va Armstrong, 2017) Thic nhdt, nghien ciiu hanh vi trudc mua sim la viec cac doanh nghiep tim hiiu ve_(i) sy nhan bilt nhu ciu ciia khach hang, cac yiu td kich thich nhu ciu; (ii) hoat ddng tim kilm thdng tin cua khach hang (ngudn thdn^ tin, miic tim kiem thdng tin, cac yeu td quyet dinh qua trmh tim kiem thdng,tin) Thu hai, nghien ciiu hanh vi mua sim la viec cac doanh nghiip tim hiiu vl (i) cac tieu chuan danh gia; (ii) cac quy tac quylt dinh raua san pham dich vy; (iii) hoat ddng mua sam cita khach hang (cac yiu td tac dgng den viec mua sam, each thiic thuc hien viec mua sam) Thu ba, nghien ciiu hanh vi khach hang sau mua sam dd la vile cac doanh nghiep tim hiiu ve danh gia/cam nhan ciia khach hang sau trai nghiem san pham/djch vu, su hai long hay hanh vi mua sam lap lai ciia khach hang Trong nghiin ciiu nay, tac gia tap tmng phan tich hanh vi khach hang sau mua sam, cu thi phan tich cam nhan cua khach hang sau trai nghiem dich vu tai cac khach san tai Quang Ninh, dac biet tim hieu sau ve cam nhan theo timg nhdm khach hang dl cd the la tien de giiip cac khach san hoach dinh chien luge Marketing hiiu qua theo dinh hudng khach hang muc tieu Tai Viet Nam, da cd rat nhilu cac nghien ciru v^ chat lugng dich vu va su hai Idng cua cac du khach thai gian qua (Nguyen Qudc Nghi va Phan Van Phimg, 2011; Le Thi Tuylt va cac cdng su, 2014; Ngd Nguyen Quy va Nguyen Van Nggc, 2015; Nguyin Thu Ha va cac cdng su, 2018) Trong nghien_curu cua Le Thi Tuylt va cac cdng su (2014) cho thay cdc yeu td tae dgng den su hai long cua khach hang ngi dia vl chat lugng dich vu t^i dilm du Hch^iang cd Duimg Lam gdm tiln nghi, van hda, cung cap dich vu, dap irng, tin cay,_gia cita san pham va dich vu Nghiin ciru cua Nguyen Thu Ha va cac cgng su (2018) vl anh hudng cita cac yeu td chat lugng dich vy du lich den su hai long cua du khach tai diem du Hch phd cd tai Ha Ndi da chi rang trai nghiem dich vu cot loi, su hieu khach, dang gia tien, thuc pham la nhung yeu to cd tac ddng din su hai long ciia cac du khach So 141/2020 O U A N Tiq KINH DOANH 2.2 Chien lirgrc Marketing hon hgp Nghien cuu cua Kotler va Armstrong (2017) dinh nghia Marketing la cac hoat dgng ciia ngudi hudng tdi su thoa man nhu cau va mong mudn thdng qua eac tiln trinh trao ddi Marketing giiip cho cac doanh nghiep cd the tdn tai lau dai va vung manh trin thi trudng Marketing cung cap kha nang thich ling vdi nhiing thay ddi ciia thi tmdng va mdi tmdng ben ngoai Marketing da cung cip cac hoat dgng tim kiem thdng tin tir thi trudng va truyin tin ve doanh_nghi?p thj tmdng, nghiin ciiu phat trien san pham mdi, tieu thu san pham, cung cap dich vy khich hang Marketing giiip sang tao nhilu loai va chimg loai hang hda cd thi thoa man nhu cau va mong mudn dia timg nhdm khach hang, tham chi den tiirig khach hang Vdi dac trung cua san pham djch yu, Marketing hin hgp cho san pham dich vu bao gdm 7Ps: chiln luge san phara dich vy (Product), phan phii (Place), gia (Price), va xiic tiln hdn hgp (Promotion) Ben carih 4Ps ke tren, vdi cac san phim dich vu cdn bd sung them cdc P nhu ngudi (People), quy trinh (Process), va bang chimg vat chat (Physical evidences) (Kotler va Keller, 2015; Luu Van Nghiem, 2008; Nguyin Van M^nh va Hoang Thi Lan Huang, 2013) - Chien Jugc Sdn phdm dich vy liln quan din cac gdi san phim dich vy, chat lugng dich vu, chu ky sing ciia san phim va nghiin cuu phat triln san phim dich vu mdi Doi vdi san pham dich vy khach san dugc thi hiln qua chat lugmg ciia phdng d va ciia cac khu vuc ciia khach san, tdc dO va chat lugng dudng h^ylri Intemet, cac gdi dich vu cung cap (dich vy an udng, spa & cham sdc sue khde, dich vy du Hch ) Chinhvi vay, theo gdcdd dip can cita Booiiing.corn, chit lugng san phim dich vy cita khach san the hiln d Sach se vk Wifi - Chiln luge Gid liln quan din viec xay dyng phuong phap dinh gia va miic gia dli vdi timg san phim dich vu Ddi vdi chien luge gia dich vu khach san the hien d vile cac doanh nghiip dua cac rauc_gia nhu gia phdng, cac loai phi dich vu^ miic chilt khiu gia, Theo Booking.eom, yeu to Ddng gid tiin dugc diing de phan tich cam nhan ciia khach hang vl gia cua cac dich vu so vdi Igi ich hg nhan dugc - Chiln lupc Phdn phdi lien quan den cac loai kenhphan phdi, nha tmng gian, vi tri diem ban, van chuyin, dai ly ban hang Trong linh vuc dich vu khach san, chiln luge phan phoi the hien d vi hi ciia khach s^n, sy thuan tien cho khach hang viec di chuyin tir khach san tdi cac dia diem du Hch, cac So 141/2020 khu vui choi, mua sam Quan diem ciing da dugc Booking.com sur dung dl khao sat cam nhan cua khach hang qua thang Vi tri/dia diim - Chiln luge Xuc tiin hon hgp ndi chung va linh vuc khach san ndi rilng dugc thi hiln qua hoat ddng tmyen thdng, cac chien dich quang cao, khuyen mai^ cd ddng ban hang - YIu to Con ngucri dl cap din cac nhan vien (trinh do, kiln thiic, ky nang ) ya cac khach hang Trong dich vu khach san, yiu td ngudi khdng chi lien quan tdi trinh dg, k^ nang giao tilp, ky nang xu ly van de, cua cac nhan vien, dac biet la cac nhan vien tuyin dau - nhiing ngudi tiep xiic true tiep vdi khaeh hang ma cdn phai cung cap cho nhan vien y thuc ve tim^ quan trgng ciia dieh vu cham soc khach hang, vl thai phyc vy nham tao su thoai mai cho khach hang, hudng tdi nang cao su hai long va tri su tmng cua khach hang Nhan thiic dugc tam quan trgng cita yeu td ngudi nen khao sat trai nghi|rn ciia khach hang, Booking.eom cung da su dyng yeu td Su thodi mdi dl thdng qua dd hieu vl cam lih^n cua khach vdi nhan viln tai khach san._ - YIU td Qud trinh bao gdm cac ludng hoat dgng, cac giai doan cdng vile, miic liln quan cua khach hang, va thdi gian dap img.^ Qua trinh dich vy khach san cd the dugc hiiu la he thdng cac ho^t dgng va nghiep vu cung cap dich vu cho khach hang bao gdm: quy trinh checkin/check out cho khach hang, cac quy ttinh nghiip vyban/ bar/ budng/ bip, quy trinh tu van ban san pham/dich vy, quy trinh phyc vu khach luu tni tai khach san., - Yeu td Bdng chung ve vat chdt dich vu khach san lien quan den tiin nghi, trang thiet bi, co sd vatchit ciia khach san Bay ciing la yeu td thi hiln ding cip va chat lugng ciia cac khach san va vi vay cung da dugc B90king.com sii dung khung nghiin ciiu dugc thi hien qua yeu td Tien nghi 2.3 Mdi quan he giUa nghien ciru hdnh vi ngudi tiiu ditng vd chien luge marketing Nghien ciiu ciia Hawkins va cac cgng sy (1992) va Hawkms va Mothersbaugh (2015) thira nhan rang thiu hiiu hanh vi ngudi tilu dung dugc xem la chia khda cho su cdng ciia chien luge Marketing Thuc vay, de cac doanh nghiep cd the dua san pham dich vu thich ling vdi thi hieu cita ngudi tieu diing, dinh gia san pham dich vu hgp ly, tag su thuan tiln cho khach hang ttong viec tim kilm san pham hay xay dung dugc chien dich quang cao, cd dgng ban hang hieu qua deu phai dua tten viec nim bat hanh vi ngudi tieu dimg, dac bilt la nhdm khach hang muc rilu ciia doanh nghiep Ngoai khoa hoc thifdngmai '^ 41 OUAN nq I O I M DOAMI ra, hieu biet ve ngudi tilu dimg se giup cho cac nha d§ng tich cue tdi danh gia tdng quat cita khach hang quan tti giai dap nhiing van d l c a ban hoach ddi vdi cac_khach san Trong dd: dinh chiln luge Marketing eho tiing thi tmdng cy H l a , Y I U td sach se tac ddng tich eye tdi danh t h i , timg nhdm khach hang cy t h i va co k h i nang gia cita khach hang ddi vdi cae khach spn cung u n ^ san pham dich vu thoa man nhu cau dd Su H l b Y I U td wifi mien phi tac dgng tich cue tai hieu bilt ve hanh yi ngudi tilu dung ddng vai ttd danh gia ciia khach hang ddi vdi cac khach san quan trgng tat ca cac giai doan cua qua trinh H l c Y I U t l dang gia tiln tac dgng tich eye tdi hoach dinh _chien luge Marketing ndi chung va danh gia cda khach hang ddi vdi cac khach san Marketing hdn hgp ndi rieng H i d Y I U td vi tri tac dgng tich cue tdi danh gia D l cd the thau hieu hanh vi ngudi tieu dung, viec cua khach hang ddi vdi cac khach san phan doan thi trudng ddng vai trd quan trgng de cd H i e Y I U td tien nghi tac ddng tich cue tdi danh t h i giiip doanh nghiip chiarihd thi t m d n g tdng t h i gia cua khach hang ddi vdi cac khach san timg lihdm tuong ddng ve nhimg dac tinh Hlf Y I U t l su thoai mai tac ddng tich eye tdi hanh vi va qua dd lua chgn dugc thi t m d n g danh gia ciia khach hang ddi vdi cac khach san muc tilu phu h g p - doan thi t m d n g ma d doanh - Nhdm gia thuyit H2 Cd su khac bilt dang k i nghiep cd uu the han so vdi cac ddi thit canh tranh ve danh gia cua nam nhdm khach hang vdi cac yiu (Kotler va Armstrong, 2017; Kotler va Keller, td sach se, wifi m i l n phi, dang gia tien, vi tri, ti^n 2015) Can cir vao cac dae tinh hanh vi ciia nhdm nghi, sy thoai mai ddi vdi cac khach san t^ii khach hang muc tieu, doanh nghiep mdi cd the cung Quang Ninh ling cac san phim/dich vy thda man nhu cau va Phirong p h a p nghien cihi mong mudn cua ngudi tieu dung d l thu dugc Igi Phirong phdp thu thdp dir lieu: nhuan va su hai Idng ciia khach hang D l k i l m dinh cac giai thuyet, tae gia sir dung dii Chinh vi vay, hanh vi ngudi tilu diing dugc coi lieu thu thap tir Cdng ty Booking Holding (doanh la mdt_ ttong cac xuat Hi phat diem quan trgng de Danh gia ciia Sachse j Vi tri/dia diem lam^ can cii xay dung khach hang chiln luge va ddng thdi phyc vy true tilp cho Wift miin phi 1 S\t thoai mai H2 viec xay dung cac chien Nhom khach hang luge marketing hdn hgp j Dang gia tien 1 Tien nghi ciia cac doanh nghiep K h u n g p h a n tich cua n g h i i n cihi , H i n h Khung phdn tich cua nghiin ciru K l thira ly thuyit ve j ^ ^ ^ ^ ^^ hanh vi ngudi tilu dung k i t hgp vdi cac thang ^lip cin Thanh phSn dich thea tiep ca danh gia duge sir dyng M',"^,,;^^ a Bookine.M tren Booking.eom da hen quan den danh gia cua khich hang ve mire s?ch se ciia phong 6c San phan va c^c khu vuc ciia khach s?n (khu quay bar, be boi, khuon vien, sanh, dugc phan tich theo tiep hanh lans, nha hang ) can ly thuyet chiln luge lien quan dSn vi^c khach s^n cung cip djch vu wifi mien phi v6i ch4t Marketing hdn hgp dich lir?ng mang lot vy d u g c trinh bay d lien quan den chi phi khach hiing chi tra va gia Bi cam nhin ciia khtich Gii dich VI hang irai nghiem djch "•• tren, khung phan tich tien quan d^n dja diem cua khach san de l^o s\i thuan li^n Uong di chuyen cac gia t h u y i t cua PhanphSi ^^.^^ cho khich hang nghien ciiu duoc trinh —'•'^ ^ n kien thCrc, thai dp, ky nang cua nhan viln de tao su thoai mil bay nhu hinh 1: Conngiroi Syihotit cho cSc khach hjmg trai nghiem c^c dich vu khach san cung cjp lien quan den cic dich vu khSch san cung cap cho khSch h ^ g bao g6m Gia thuyit nghien cuu: B^i,g.hm,g ho boi, xe dua d6n san bay, trung tam thi due, phong Spa Si cham si^c Sl^c Ti$n nghi - Nhdm gia thuvet v^tchat khoe cho xe mien phi, quay bar H I : Chat lugng dich vy Danh gid long quan lien quan din cam nhan tong quan ciia khich hang ve chat luong dich vy {Sach si, Wifi, Ddng gid ! khiich hang cua khach s jji Phan nhom khdch myc dich chuyen di, chia nhom khach hang nam nhdm, tiin Vi tri, Tien nghi vd bao gom dl du l|ch c?p doi, di du hch mpt minh, gia dinh co tre nhd, gia Su thodi mdi) cd tac dinh CO nicn, du ijcb doan/nhom klioa hoc ttiifdiig mai So 141/2020 O H A H Tm MiW POAWHJ nghiip dat cho toan cau) dugc cdng bd cdng khai Kit qud phdn tich vd thdo ludn tren trang web www.booking.com Cdng ty 5.1 Bdnh gid cda khdch hdng doi v&i cdc hang dugc xem la nha dich vy dat chd xIp thi phan sd muc djch vu tgi khdch sgn Qudng Ninh chau Au, cho phep khach hang dat Ban2 Gid trf trung binh vi ddnh gid eua khdch hdng phdng tai 148.000 dilm den t^i 228 ^^,- y^i ^^^ thang tai khdch san tai Qudng Ninh qudc gia va vung lanh thd tren toan Gia tti Gia tti Do lech Gia tri thi gidi Mdi ngay, han 1.550.000 nho nhat Idn nhat trung binh chuan dem phdng dugc dat trudc tren www.booking.com va trang_ web Banh gia ciJa khach hang dugc xem la cdng_ cy phd bien Sach se Ciia khach du lich qudc te Khach Wifi miln phi hang sau luu tni tai cac khach Bang gia tien san (dugc dat qua Booking.eom) se Vi tri nhan dugc email de nghi danh gia Tien nghi ve dich vy khach san theo hang Sy thoai mai muc, bao gdm yen to chi tiet ve Nguon: Kit qud phdn tich cda cdc tdc gid cac hang muc dich vu sach se, tien Ket qua tdng hgp trinh bay tren Bang eho thay nghi, vi trj, wifi miln phi, su thoai mai, dang gia tien va cudi ciing la danh gia tdng quat vl dich vu nhin chung cac khach hang danh gia tuang ddi cao Thang dilm danh gia dugc sir dyng cd gia tri hi va cd sy tuang ddng danh gia ddi vdi cac yeu din 10 diem: diem 1-3 (Rat te), diem 3-5 (Kem), td sach se, wifi, dang gia tien, vi tri, tien nghi va su dilm 5-7 (Chap nhan dugc), dilm 7-9 (Tdt), va thoai mai tai cac khach s ^ tai Quang Ninh dilm 9-10 (Tuylt hao) Cac phan hdi cua khach Trong dd, nhdm yiu td Sach se va Wifi hien dugc hang sau dugc tdng hgp va trinh bay cdng khai khach hang danh gia cao hon so vdi cac yeu td cdn tren trang web ciia booking.eom de ngudi tieudiing lai vdi gia tri lan lugt la 7,95 va 7,98 Khi tiln lianh phan tich danh gia theo phan nhdm CO thi bilt dugc cam nhan cua khach hang ddi vdi du khach nhu dugc trinh bay tren Hinh (5 nhdm: timg khach san Do gidi h^n thdi gian va ngudn luc nghiin cuu, du Uch cap ddi, du lich mgt minh, gia dinh cd tre cac tac gia sir dung mau dir lieu dugc thu thap tir nhd, gia _ dinh cd thieu niln, du tich doan thang,11 din thang 12/2019 tir trang Booking.eom nhdm) ddi vdi cac yeu td cho thay: - Nhdm khach du lich cap ddi danh gia cac khach bao gdm dugc 3.798 y kiln cita khach hang ddi vdi san tai Quang Ninh cao hon cac bdn nhom cdn 20 khach san tai Quang Ninh Phuong phdp phdn tich dir liiu: Dau tien, ta_c gia lai vdi gia tti dao dgng ttong khoang tu 7,84 din 8,41; - Nhdm gia dinh cd tre nhd va nhdm gia dinh cd danh gia gia tri trung binh ciia cac phan de dua danh gia nhin nhan ve miic cam n h ^ cua khach thilu nien cd danh gia tuong ddng va hang Tiep theo, tac gia sii dung phSn mem SPSS de danh gia cac khach san tai Quang Ninh d miic tiln hanh phan tich dinh lugng dir lieu thu thap dugc thap hon so vdi cac nhdm, vdi gia tn khoang Phan tich tuang quan (Correlation Analysis) dugc hi 7,20 din 7,73; - Dang gia tiin la yiu to hilii nhdm khach hang tiln hanh di xem xet mdi quan he giiia cac phiin: sgch se, tiin nghi, v/ tri, wifi mien phi, str thodi danh gia thap nhdt, kl den la yiu td Vi tri ; (4) Wifi mdi, ddng gid tiin va mdi quan he giua cac miin phi, Sach se va Su thoai mai la cac yeu td dugc phan vdi yeu td ddnh gid tong quat ve dich vu cm cac nhdm khach hang danh gia eao 5.2 Phdn tich tuong quan cdc hang muc dich vu khdch hdng Sau do, phan tich One-way Anova de Bang trinh bay kit qua phan tich mli tuong xem xet cd su khac bilt hay khdng giiia cac nhom khach hang theo muc dich chuyin d"i ttong vile danh quan giira bay phan va ket qua phan tich cho gia cdc phk ddi vdi cac khach san Cudi thay he so Pearson Correlation ciia thang deu - - • tich • • •hdi • quy tuyin i tinh .,_ ^ _ :— jjjjT^ dai gia tri tir 0,144 din 0,571 (nhd hon cung, phan_ Analysis)_dl tim su lien he giua hai biln sd: bien dgc 0,5^; cho thay miic tuong quan giiia bay lap va biln phu thugc, qua dd kilm dirih dugc mdi phan d miic trun^ binh 5.3 Phdn tich hoi quy lien he giiia biln phu thugc (danh gia tdng quat cua Ddnh gid cdc yiu to dnh hudng den ddnh gid ciia khach hang) va biln dgc lap (sach se, tien nghi, vj tri, khdch hdng ddi vdi cdc khdch sgn tgi Qudng Ninh wifi miln phi, su thoai mai, dang gia tien) So 141/2020 khoa hoc 'thifdngma 43 OUAN nq K I M I DOAMI Hinh 2.- Ddnh gid cua timg nhom khdch hdng vdi cdc yeu to tgi cdc khdch sgn tgi Qudng Ninh Du Ijch cap dai —DuijchmOrmlnn Gia Binh caIrS rhS — Oia fflnh e6 mi^u ni§n Du Ijch doin nhOin Ngudn: Kit qud phdn tich cua cdc tdc gid Bang 1: Kit qud phdn tich tuang quan Danh gia cua Sach se WIFI Ithach hang mien phi I Danh gia cua kiidch iiang Sach se 0,355" WIFI mien phi 0,505" 0,144" I Dang gia tien 0,565" 0,287" 0,548" Vi tri 0,391" 0,197" 0,215" Tien nghi 0,404" 0,380" 0,483" 0,443" Sa thoai mai 0,542" 0,417" ** Correlation 's si^ificant at the 0.01 level (2-tailed) Nguon: Kit qud phdn tich cua cdc tdc gid Md hmh hdi quy duqc sii dyng de danh gia mire anh hudng ciia cac yeu td den danh gia cua khach hang Trong bang tdm tat md hinh, he sd R^ hieu chinh la 0,57; dugc hieu la sau yeu td Sach se, Wifi, Dang Ding gid tiSn gia tien, Vi tri, Tiln nghi va Sy thoai mai giai thich dugc 57% danh gia ciia khach hang ddi vdi cac khach san tai Quang Ninh, Trong Bang cac h? so phdng dai phuang sai (VIF) deu nhd han nen khd xay hi?n tugng da cgng tuyin Vdi miic y nghia (Sig.) cila cac yiu tl Sach se, Wifi, Dang gii tien, Vi tri, Tien nghi va Sy thgai mdi deu nhd hanp,05; thi hien ca sau yeu td deu CO anh hudng tdi Danh Vitri Tien nghi Su thoai mai 0,528" 0,472" 0,440" 0,477" 0,455" 0,571" gia tdng quat cua cac khach hang Trong dd, yeu to Dang gia tiln cd anh hudng Idn nhat den Danh gia tdng quat cita khach hang, tiep din lan lugt la nhdm cac yiu td Sach se, Su thoai mai, Tien nghi, Wifi, Bang 3.- Phdn tich hoi quy Model I (Constant) Sach se WIFI Dang gia tiSn Vitri Tien nghi Su thoai mai Unstandardized Coefficients B Std Error 1,043 0,142 0,081 0,167 0,163 0,076 0,175 0,062 0,159 0,069 0,165 0,078 0,166 0,060 Standardized Coefficients Beta 0,175 0,165 0,215 0,197 0,184 0,199 t Sig 3.018 2.087 2.447 1.927 3.007 1.681 1.093 0,003 0,000 0,000 0,000 0,000 0,000 0,000 CoUinearity Statistics Tolerance VIF 0,992 0,995 0,967 0,971 0,967 0,994 1.814 1.737 1.892 1.320 1.999 1.478 Nguon: Kit qud phdn tich cua cdc tdc gid I klma Hoc ^ ^ ^ ^ , , , „ _ ^ ^ thififng mat So 141/2020 Q U A N i m K I M I DOANH va Vi tri Chinh yi vay, cac gia thuyit tir Hla din Bang trinh bay kit qua phan tich hdi quy dl Hlf deu dugc chap nh^n danh gia cac yiu td anh hudng den danh gia cita Ddnh gid cdcyiu to dnh hudng din ddnh gid eua nhdm di du lich cap ddi (Md hinh 1), nhdm di du timg nhom khdch hdng ddi vdi cdc khdch san lich mdt minh (Md hmh 2), nhdm gia dinh cd tre nhd tgi Qudng Ninh Bam Phdn tich hoi quy M6 hinh I (Constant) Sach se WIFI Dang gia tien Vitri Ti$n nghi Su thoai mai (Constant) Sach se WIFI Dang gia tien Vitri Tien nghi Su thoai mai (Constant) Sach se WIFI Dang gia tien Vitri Tien nghi Su thoai mai (Constant) Sach se WIFI Dang gia tien Vi tri Tien nghi Su thoai mai (Constant) Sach se WIFI Dang gia tien Vi tri Tien nghi Su thoai mai Unstandardized Standardized t Coefficients Coefficients B Std, Error Beta 1,011 0,132 3,021 0,142 0,125 0,063 2,068 0,066 0,166 0,162 2,436 0,072 0,193 0,213 1,837 0,079 0,246 0,156 1,097 0,064 0,204 0,180 1,983 0,071 0,225 0,191 1,196 1,043 0,143 3,109 0,072 0,125 0,141 2,026 0,065 0,136 0,162 2,318 0,071 0,248 1,943 0,186 0,079 0,187 1,026 0,154 0,189 0,144 0,066 1,572 0,193 0,062 0,240 1,182 0,139 1,043 3,318 0,072 0,171 0,152 1,024 0,066 0,206 0,178 2,217 0,150 0,065 0,164 1,843 0,161 0,067 0,212 1,926 0,165 0,079 0,185 1,574 0,151 0,071 0,170 2,184 0,141 1,092 3,018 0,170 0,072 0,151 1,097 0,069 0,131 0,112 2,445 0,068 0,146 0,138 1,939 0,072 0,185 0,187 2,018 0,225 0,071 0,174 3,183 0,202 0,075 0,194 1,193 0,182 2,018 2,487 0,071 0,198 0,158 2,956 0,148 0,063 0,140 2,834 0,217 0,071 0,166 1,049 0,175 0,075 0,184 3,184 0,067 0,203 1,203 0,176 0,070 0,231 0,177 1,231 Sig 0,012 0,010 0,000 0,000 0,040 0,000 0,000 0,003 0,020 0,010 0,000 0,000 0,015 0,000 0,001 0,010 0,000 0,000 0,003 0,016 0,021 0,002 0,010 0,061 0,000 0,000 0,000 0,012 0,019 0,001 0,004 0,001 0,000 0,000 0,010 CoUinearity Statistics Tolerance VIF 0,993 0,997 0,957 0,982 0,972 0,985 1,824 1,982 1,873 1,231 1,996 1,568 0,991 0,976 0,968 0,992 0,973 0,990 1,828 1,687 1,881 1230 1,879 1,173 0,982 0,997 0,968 0,991 0,987 0,995 1,928 1,686 1,891 1,280 1,877 1,573 0,994 0,991 0,977 0,975 0,987 0,990 1,917 1,678 1,882 1,383 1,878 1,675 0,997 0,985 0,987 0,992 0,986 0,995 1,913 1,947 1,124 1,229 1,795 1,881 Ngudn: Kit qud phdn tich cda cdc tdc gid 5>6 141/2020 Jhoa lioc 'tiiiAHigmal -^ 45 jgUAH TBI IQMI POAMI (Md hinh 3), nhdm gia dinh cd niln (Md hinh 4), va nhdm du Uch doan/nhdm (Md hinh 5) ddi vdi cac khach san tai Quang Ninh Qua Bang cho thay cac yeu td S^ch se, Wifi, Dang gia tien, Vi tri, Tien nghi va Su thoai mai deu cd anh hudng tdi danh gia cua cac nhdm khach hang md hinh 1, md hinh 2, md hinh 3, va md hinh (Sig < 0.05) ddi vdi cac khach san tai Quang Ninh Rieng md hinh 4, chi cd cac yiu td Sach se Dang gia tien, Vi tti, Tien nghi, va Su thoai mai cd anh hudng quan ttgng tdi danh gia cita nhdm gia dinh cd niln ddi vdi cac khach san sao, yeu td WIFI cd miic y nghia Idn ban 0,06 > 0,05 nen khdng the hien anh hudng Mat khac, mire anh hudng cua cac yeu td tdi danh gia cua khach hang theo timg md hinh (tucmg img theo timg nhdm khach hang) la Ichac One-way ANOVA da dugc trinh bay d tren cd thi kit luan rang; Thir nhdt, cac yen td sach se, dang gia tiln, vi tri, tien nghi va su thoai mai deu cd tac dgng tdi danh gia cua cac khach hang ddi vdi cac khach san tai Quang Ninh Thir hai, cd su khac biet dang kl danh gia cac yeu td tren giiia cac nhdm phan loai theo muc dich chuyin di Thir ba, miic dd anh hudng ciia cac yiu td tdi danh gia ciia khach hang ddi vdi cac khach san tai Quang Ninh theo timg nhdm khach la khac Ket qua nghien cuu da cd nhimg ddng gdp vl mat ly luan d khia canh nghien ciiu hanh vi ngudi tieu diing, cd the dugc xem nhu la mgt minh chiing cho xu hudng hanh vi ciia ngudi tilu dung la khac theo tiing ddi tugng khach hang va theo timg 5.4 Phan tich One-way ANOVA di kiim dinh loai san pham/dich vu tilu dimg Mat khac, tinh mdi cua nghien ciru so vdi mdt sd nghien cuu trudc day s(r khac biet giua cdc nhdm (Nguyin Qudc i_5: Kit qud phdn tich ANOVA Nghi va Phan Van F Ket qua Post-hoc test Sig Phimg, 2011; 1.725 Co sir khac biet giiia nhom (2,4,5) vs nhom (1,3) Sach se 0.043 Nguyin Hue WIFI mien phi Co sir khac biet giiia nhom (2,3) vs nhom (1); nhom (2,3) 0.017 1.710 Minh va cac cgng vs nhom 5; nhom (1,2,3,5) vs nhom Co sir khac biet giiia nhom (1,2) vs nhom (5); nhom (1,2) sir, 2014; Ngd Dang gia tien 1.489 0.014 Nguyen Quy va vs nhom (3,4); nhom (3,4) vs nhom (5) Van Co su khac biet giua nhom (1,3) vs nhom (2,4); nhdm Nguyin Vitri 0.375 0.026 (1,3) vs nhom 5; nhom (2,4) vs nhom Nggc, 2015) cdn Co SLT khac biet giua nhom (3,4,5) vs nhom 1; nhom I vs dugc thi hiln d TtSn nghi 0.945 0.043 nhom 2; nhom (3,4,5) vs nh6m2 diem: Thic nhdt, Co sir khac biet giua nhom (1,2,3,4) vs nhom 1.235 0.030 Su thoai mai nghien ciiu khdng Ghi chii Nhom I • du Ijch cap doi: Nhom du link' lich mpl r, 3: gia dinh co Ire nho;chi Nhom Nhom tap trung phan 4- gia dinh co nien, Nhom 5- du lick doan/nhom tich mdi quan he Ngudn: Kit qud phan tich cua cdc tdc gid giira cac yiu td Qua Bang trinh bay ket qua phan tich One-way chat lugng dich vu din danh gia ciia khach hang ma ANOVA cho thay cd su khac bilt dang ke giira cac cdn lam rd han tac dgng ciia timg nhdm yeu td den nhdm {nhom di du lich cap doi, nhom di du lich mgt timg nhdm khach hang khac nhau, lam tiln dl cho minh, nhom gia dinh co tre nho, nhom gia dinh co vile xay dung cac chien luge Marketing dich vu niin, vd nhom du Uch doan/nhom) viec hieu qua; Thu hai, phuang phap thu thap dir lieu cila danh gia cac yeu td sach se, wifi mien phi, dang gia nghien ciiu dua tren sd lugng mau Idn la 3.798 cac tiln, vi tri, tiln nghi, va su thoai mai ddi vdi cac y kien danh gia ciia khach hang - nhiing ngudi cd khach san tai Quang Ninh (Sig < 0.05) Do ttai nghiem dich vu tai 20 khach san tai Quang Ninli, va dir lieu dugc cdng bd cong khai va khach vay, gia thuyit H2 dugc chap nhan quan tren trang Booking.eom xuat va ket luan Ben canh dd, kit qua nghiin ciiru ciing da cd Dua tten ket qua phan tich gia ttt tiimg binh, phan tich tuong quan, phan tich hdi quy va phan tich nhirng ddng gdp vl mat thuc tiln kha Idn cho cac 46 khoa hoc thififng ma So 141/2020 QUAW Till K I M I P O A I ^ nha quan tti viec dua nhiing dl xuSt phuang hudng cai thien hoat dgng marketing dich vu, hudng tdi dera lai s\i thda man cho cac khach hang muc tieu ciia cac khach san tai Quang Ninh Cac d% xuat dua dugc xay dimg tren ca sd kit hgp cac kit qua phan tich ciia nghien ciiu bao gdm ket qua phan tich gia tri trung binh (Hinh 2), kit qua phan tich hdi quy (Bang 4) dugc ttinh bay chi tilt sau day: tieu la nhdm gia dinh co tri nho: can tap trung im tien cai thien yeu td Bang chung vat chSt (Tien nghi) va yeu td San pham dich vu (Wifi miln phi) Dl cai thiln thi cac khach san nin tham khao cac reviews ciia nhdm gia dinh cd tie nhd vl cac tiln nghi dugc ua chudng nhat dugc chia se tren Booking.eom, chang han nhu xe dua ddn tir san bay, phdng khdng hut thudc, phdng gia dinh, chd vui chai cho tre Bang 6.- Tom tdt di xudt cdi thien hoat dgng Marketing em, dich vu tgi khdch sgn tgi Qudng Ninh San pham dich vu Gia Phan phdi Bang chiing vat chat Tien nghi ***• **** * * *** *# *** ** *** **** *** •* *•** **** **** Con ngudi em, dich vu cham sdc siic khde Spa, wifi Khach san/ Sach se WIFI Dang gia Vi tri Su tien Nhom khjch hang mien phi thoai mai miln phi vdi Du lich cap ddi chat lugng Du lich mdt minh dudng truyin * • * Gia dinh cd tre nhd tdt., Dua tren Gia dinh cd thieu cac reviews cua ™ nien khach va tinh Du lich doan nhom hinh thuc tl, cac khach san Ghi chu: * -—>****; Muc cdi thien tic thdp din se cd the dua Nguon: Di xudt cua cdc tdc gid giai phap cai Qua Bang cho thay cac nha quan tri khach san thign boat dgng Marketing hieu qua Thic ba, ddi tai Quang Ninh nen cd nhiing cai thien chien vdi cac khach san cd nhdm khaeh hang myc tieu la luge marketing dich vu linh hoat theo timg nhdm nhdm gia dinh co thieu nien: can tap trung uu khach hang muc tieu ciia khach san, cu the nhu sau: tien cai thien yeu td Bang chiing vat chat (tiln nghi) Thic nhdt, ddi vdi cac khach san cd nhdm khach va yiu td Con ngudi - nhan vien khac san (su thoai hang muc tieu la nhdm du lich cap doi vd du lich mai) De cai thiln thi cac khach san nen tham khao mgt minh: citn tap trung uu tiln cai thien yeu td Con cac reviews ciia nhdm gia dinh cd thieu nien ngudi - nhan viln khach san de tao su thoai mai cho vl cac tien nghi dugc ua chudng nhat dugc chia se khach hang va yen td Gia lien quan den cam nhan tren Booking.eom, chang han nhu cac hoat dgng dang gia tiln ciia khach hang Thuc vay, theo ngoai trdi, cac boat dgng kit ndi gia dinh (cac Idp reviews cua cac khaeh hang, mgt sd khach san hgc nau an, pha chi ) Cudi ciing, ddi vdi cac thudng thu 3% phi dich vu khach hang khach san cd nhdm khach hang muc tieu la nhdm toan qua the VISA ma khdng thdng bao trudc cho du lich doan nhom: can tap trung uu tien cai thien khach hang, hay phi dd udng tinh gia cao, tinh phi cac yen td liln quan din Bang chiing vat chat (tiln don chiiu ciia khach ttong khach chi cd nhu nghi) va Con ngudi (su thoai mai) va Phan phdi (vi cau sii dyng dich vu dua ddn chiiu Do dd, tri/dia diim) De cai thiln yiu td Phan phdi, cac ttong thdi gian tdi, cac khach san nin cai thiln cac khach san cd the tim kilm hay dau tu cac dia diem dich vy cung cdp, xem lai phuang an tinh phi dich du lich (cac khu chg, cac khu vui chai, diem kham vy dl cd thi dem lai cho cac khach hang trai pha van hoa ) gan vdi vi tti khach san, qua dd tao nghigm dich vy hoan hao, tao su thoai mai cho su thuan tien cho khach hang di chuyen, di lai Tuy nhien, bai nghiin ciiu cdn mgt sd han chi khach hang sii dung dich vu tai khach san Thir hai, ddi vdi cac Ichach san cd nhdm khach hang muc ma nhirng nghiin cim tilp theo cd the cai thiln Thir * ** * ** So 141/2020 ** *** * **** **** * **** khoa hoc "thifdngmai ^ 47 OUAN TRI KIMI DOAMI nhdt, pham vi nghiin cim cua bai chi nam pham vi la cac khach san ttin dia ban tinh Quang Ninh nen cd thi anh hudng tdi tinh tdng quat hda cua bai Nhirng bai nghiin ciru ve sau cd thi md rgng them cac dia phan lan can va cac khach san va de dem lai nhirng cai nhin tdng quan han Thic hai, khung phan tich ciia nghien ciiu dugc ke thira tir thang danh gia ciia Booking.eom nen mdi chi tilm can din cac yeu td San pham dich vy, Gia, Phan phdi, Con ngudi Bang chiing viit chat theo tiep can cua chien luge Marketing hdn hgp dich vy, bai nghiin eiiu tiep theo du kien se phuc tap hda khung phan tich cua nghien ciiu bang vile bd sung thim thang danh gia liln quan din yiu td Quy trinh va Xiic tien hon hgp tai cac khach san.^ Tdi liiu tham khdo: Delbert Hawkins, David Mothersbaugh (2015), Consumer Behavior: Building Marketing Strategy, 12* edition, McGraw-Hill Education Del I.Hawkins, Roger J.Best, Kenneth A.Coney (1992), Consumer Behavior: Implications for Marketing Strategy, 5* edition, Richard D Irwin Le Thi Tuylt, Nguyin Anh Tru, Vii Thi H5ng Nha, T r k Thi Thuang, Trin Hihi Cudng (2014), Nghien ciru su hdi long cita du khdch ngi dia ve chdt lugng dich vu tgi Ldng Co Dudng Lam, Tap chi Khoa hgc va Phat tiriin, S6 12(4), tt.620-634 Lim Van Nghilm (2008), Marketing dich vg, Nha xuat ban Dai hgc Kinh ti qudc dan, Ha Ngi Michael R.Solomon (2016), Consumer Behavior: Buying, Having, and Being, 12* edition, Pearson Ngd Nguyen Quy, Nguyin Van Nggc (2015), Ddnh gid mice hdi long cua khdch hdng doi vdi dich vu tgi khdch sgn Novotel Nha Trang, Tap chi Khoa hgc - Cdng nghe Thuy San, sd I, tr.l46-15I Nguyen Hue Minh, Nguyen Thu Ha, Phan Chi Anh, Yoshiki Matsui (2015), Service quality and customer satisfaction: a case study ofHotel industry in Vietnam, Asian Social Science, Vol.11, No.10, pp.73-85 khoa hoc thifihtg'mai' Nguyin Qudc Nghi, Phan Van Phung (2011), Cdc nhdn to dnh hudng din mice hdi long cua khaeh hdng ddi vdi hi thdng khdch sgn d cdn Tha, Tap chi Khoa hgc, Trudng DH Cdn Tho, sd 18a, tr.25 8-266 Nguyin Thu Ha, LI Thi Tii Anh, Binh Thi Thuy Na, Phung Thi Xuan Huong (2018), The Inflienee of Service Quality in Tourism on Tourist Satisfaction: The case of Hanoi Old Quarters, Proceeding of Intemational Conference on Marketing in the Connected Age (MICA-2018), Danang, Viemam 10 Nguyin Van Manh, Hoang Thi Lan Huang (2013), Qudn trf kinh doanh khdch sgn, Nha xuat ban Dai hgc Kinh ti Qudc dan Ha Ngi 11 Philip Kotler, Gary Armstrong (2017), Principles of Marketing, \7^ edition, Pearson 12 Philip Kotler, Kevin Lane Keller (2015), Marketing Management, 15'^' edition, Pearson Summary Understanding the needs of customers to improve the quality of tourism services is considered an important solution to improve the performance of Vietnam tourism, increasing the proportion of intemational visitors remming to Vietnam The study presents the analysis of the behavior of customers who had experienced services at 4-star hotels in Quang Ninh in 2019 using the database of the Booking.eom that collected feedbacks firom domestic and foreign tourists on hotel service quality factors includmg cleanliness, wifi, value for money, location, facilities and comfort The analysis indicated the characteristics of consumer behavior and the perception of hotel services which can be used as a basis for managers to adjust their service marketing sttategies to improve service quality for customer satisfaction So 141/2020 ... 0,355" WIFI mien phi 0,505" 0, 144 " I Dang gia tien 0,565" 0,287" 0, 548 " Vi tri 0,391" 0,197" 0,215" Tien nghi 0 ,40 4" 0,380" 0 ,48 3" 0 ,44 3" Sa thoai mai 0, 542 " 0 ,41 7" ** Correlation 's si^ificant... 0,071 0, 248 1, 943 0,186 0,079 0,187 1,026 0,1 54 0,189 0, 144 0,066 1,572 0,193 0,062 0, 240 1,182 0,139 1, 043 3,318 0,072 0,171 0,152 1,0 24 0,066 0,206 0,178 2,217 0,150 0,065 0,1 64 1, 843 0,161... 3,021 0, 142 0,125 0,063 2,068 0,066 0,166 0,162 2 ,43 6 0,072 0,193 0,213 1,837 0,079 0, 246 0,156 1,097 0,0 64 0,2 04 0,180 1,983 0,071 0,225 0,191 1,196 1, 043 0, 143 3,109 0,072 0,125 0, 141 2,026