CAC YEU TO ANH HlTOfNG DEN Y D M PHAN NAN CUA KHACH HANG Stf DUNG DICH v y DI DONG TAI CAN THO Nguyen Thanh Liem Trung tdm Ho tra doanh nghiip Email: nthliem@cantho.gov.vn nho vd vita thdnh Cdn hoac Tha nguyenthanhliemvt@gmail.com Bill V a n Trinh Nhd xudt bdn truang Dgi hgc Cdn Email: Tha bvtrinh(^ctu.edu.vn Ngay nhan-26/10/2016 Ngay nhan ban sua: 8/12/2016 Ngay duyet dang: 25/01/2017 Tom tat: Phdn ndn dong vai trd quan trgng ddi v&i viec tri sir trung thdnh cua khdch hdng Nd giup cdc nhd qudn ly nhgn hiit cdc vdn de xdy v&i khdch hdng di cd cdc chinh sdch qudn tri hiiu qud hem Nghiin cdng bdng vd ma rdng md hinh nghiin ciru bdng cdch kit hgp biin Niem tin vd Cdm nhgn ti-dch nhiem nhdm tdng tinh gidi thich Mgt cim ndy tiep cdn theo Ly thuyit cugc khdo sdt Idt cat duac thuc hiin, thu thdp dd lieu tir 305 khdch hdng cua Mohifone, vd Vietlel & Cdn Tha Kit qud phdn tich bdng phuang Vinaphone phdp SEM dd chi dnh hu&ng cua cong hdng phdn phdi, cdng bdng tuang tdc, vd niem tin ddi vai su hdi long cua khdch hdng cung nhu y dinh phdn ndn Nhung khdng cd bdng chimg di khdng dinh vai trd cua cdng bdng thu luc Kit qud cho thdy vai trd diiu tiit cua cdm nhdn trdch nltiim ddi vol mdi quan hi giiea hdi long vd V dinh phdn ndn Tie di xudt mgt so img dung thuc tiin vd hu&ng nghiin ciru tuang laiTir khoa: Cam nhan trach nhiem; Dich vu dien thoai di ddng; Ly Ihuycl cdng bang; N i e m tin; Y dmh phan nan Vntecedents of complaint intention: A case study of telecom service in Can Tho Abstract' Complaint behaviors play an important role in maintaining i ustonicr loyalt}- in tclecimi sen'ice industry They reveal the customer s experience of scn'ice failure and provide the infbnnalioii lo control the problems Prior scholars have pioved the significant role of c usiomer siilisfaction as a inediaior lor complaint inlcntunis Thcrelore it is iwce.s.sary to explore the antecedents of customer satisfaction and Us impact on ccinplaiiii iiileiilions This sludv ex/hiiids the Justice theoiy hy adding other variables - Trust and I'crcciycd Rcyionsiveness The ivsccirch suggests a model to combine these issues in order m examine coinpUiint inicniions of llie cusluiners .4 cross sectional survey was conducted with 305 respondents among the ciisioiners oJ Mohifone Vinaphone and Viciiel in Can Tho The results from data analysis through testing a siriicluiril equation model point mil thai dislrihiiiive /usiice intcrm lional /u.slicc and iriis! have pi>sili\ c impact on cusioiner satisfaclion and in turn, on eompkiini inicniions but the impact of proccdul al pistice is not supported They also find ihe relalionship hciw ccn cusloincr satis fici ion and coinplainl intention could he moderated hy penelved responsncncss finally, practual implications and future research directions are disi ussed KeywordsI nien 11 on Sd ^^6 thdng Pen eived responsiveness, 02/201- mohileplwne service, jusluc theor\ Irusi comphiint G i ^ thi^u Hanh vi phan nan rat quan trgng doi vdi tri khach hang vd lgi nhudn doanh nghiep (HoUoway, Wang & Parish, 2005) Nghidn cuu vS hanh vi khdch hang, Breazeale (2009) cho thay chi phi thuyet phuc mdt khdch hang mdi cao gap nam Idn so vdi tri mdt khdch hang hien co Dac biet Imh v\rc dich vu di|n thoai di dgng, su canh tranh giita cdc cdng ty ngdy cang trd nen khdc liet thi vi?c tri khach hdng trung san cd la rat can thiet Hart & cgng sir (1990) nhdn dinh cd su khic biSt ro giiia cac cong ty qudn ly sa phan nan (cua khach hang) tdt vd cac cong ty qudn ly chua tdt Cong ty thdnh cong thudng khuyen kJiich khach hang phan nan thdng qua cac chinh sdch mang tinh "hgp tac tich cvc" vd hanh dgng hrong tdc cua nhdn vien, da s6 doanh nghiep tnmg binh thudng tiep can theo hudng thu dpng viec qudn ly phan ndn (Fimstahl, 1989) mang viin thdng ma khdng c6 bSt 1^ su lien he ly tinh nao giira ngirdi tiSu dimg vd mpt san pham vat chat Do do, ngudi sii d^ng mang di dgng vdn da giao dich vdi mgt miic dg cao cua su khdng chdc chdn so vdi ngudi tieu diing truyen thdng Nhung dac diem cd thd din ddn nhiing true trac, sai sdt khac so vdi sdn phdm, djch vy thdng thudng va dieu se tao hanh vi phan nan khdc so vdi tieu diing truydn thdng Cac nghien cum vh de tai phdn nan trudc day thudng tiep can theo huong Ly thuy6t cdng bdng ddi vdi cac san pham/dich vu thudc Ihi truang truyen thong Trong gidi han cua nghien cuu nay, tac gia Cling ap dung hudng tidp cSn theo hudng Ly thuyet cdng bang nhung de xudt md rdng mo hinh vdi hai bien: Niem tin vd Cdm nhdn trdch nhiem nhdm tang tinh giai thich ciia mo hinh 2.1 L Ly thuyit cong bdng Khdi niem cdng bdng thudng dugc dd cap cdc nghien ciiu vd giao dich xa hgi {Wu, 2013) Trong dd, cdc hgc gia nhdn manh vai trd cua cdng bang viec dinh hinh cac giao dich tidp theo (Smith, Bolton & Wagner, 1999; Voorhees & Brady, 2005) Colquitt & cgng sir (2001) tdng hgp 183 Tu nhihig lap luan tren, tdc gid cho rdng viec tun da tai cd lien quan ddn chii de cong bdng vd phan hieu y djnh phan ndn cua khdch hdng la mdt vdn de loai thdnh phdn chinh: Cong bdng phdn phdi het siic quan trpng ddi vdi nhd qudn tri mpi Distributive justce Cdng bdng thu bic -Procedural nganh dich vu Tuy nhien nghien ciiu vB dd tai d justice vd Cdng bdng tuang tdc - Interactional Viet Nam chua nhieu, vln cdn nhimg nhan dinh vdi justice quan dilm thidu tich cue ddi vdi hanh vi phdn nan - Cong bdng phdn phoi: de cap ddn su cam nhdn Nhimg nghien cuu vd de tai y dinh hdnh vi ITnh vuc dich vu trudc ddy thudng tap hTing vao viec du cd nhdn danh gid cong bdng ciia mpt cudc trao doi bdng cdch so sanh chi phi va lgi ich nhan dugc dodn xu hudng raua hdng ban Id chti y vao y djnh phdn nan (Cronin, Brady & Hult, 2000) Do dd, kidn hi trao ddi dd; va hinh mgt danh gia vd miic dp thiic ve viec ngudi tieu dimg di ddn quydt dinh phan cdng bang (Martmez - Tur & cdng su, 2006) Smith, ndn vd each ma nbd qudn ly cd thd khuydn khich Bolton & Wagner (1999) da chiing minh rdng nhdn khach hdng ndi len su bdt man vdi cdng ty van cdn thiic vd cong bang phdn phdi cd dnh hudng dSn sif b^n che Bdi vidt cd the xem la mot nhiing hdi long cua khach hang va bi dd tac ddng den y no luc ddu tien xem xet ve chu d6 y dinh phdn nan, dinh phan ndn Ngdy cdng nhiSu cdng ty nhan lgi ich ciia viec khuyen khich khdch hang phdn ndn vd vdn dd khiSn hp khong hai long vdi cdng ty, nhung lam thd nao dd khuyen khich hdnh vi dii vdn cdn rdt it nghien ciiu (Voorhees & Brady, 2005) de cung cdp bdng chiing khoa hoc giup cac cdng ty dich vu dien thoai di ddng tai Cdn Tho cd the qudn ly phan nan hieu qud nhdm didu chinh, tdi uu hda dich vu ciia hg Muc tieu nghien cim cu the la xac dinh cdc yeu td dnh hudng ddn y dinh phdn ndn ciia khach hdng stir dyng dien thoai di dgng va miic dp tac ddng ciia cac yen td Co- su ly thuyet va phuong phap nghien cihi 2.1 Cff saly thuyet Djch vu dien thoai di dpng dua tren he thdng Sd 236 thdng 02/2017 6: - Cdng bang thu tuc: dd cap ddn sir nhan thiic ve cdng bdng ddi vdi cac chinh sdch, tieu chudn (Voorhees & Brady, 2005) Leventhal (1980) lan ddu de cap ddn khdi niem cdng bdng thu mc mgt nghidn cim vd chinh sdch cdng ty va xac dinh sdu tieu chi ddnh gid; I-phu hgp; ap dung thii mc nhdt qudn giira cac ca nhdn; 2-khdng thien vi: bd qua lgi ich cd nhan ciia ngudi quyet dinh; 3-chinh xac ddm bdo didng tin chinb xdc Uong qua trinh thu thdp va sir dung de dua cdc quyet dinh; 4-cd thd kh^c phuc: cd ca che stia chiia nhiing quydt dinh sai ldm; li^iiiiUpAl trien 5-dai dien: ddm bdo y kien cua tdt cd cac ben bi anh hudi^ bdi quyet dinh da dugc 0n nh?n va xem xet; 6-dao dure: dap ung cac gia tri dao diic xa hgi Cdc nghien ciiu ciing chi rdng ca nhan cdm thay tm tudng vdo cong bang thd tuc, hg se cam thay hdi Idng hon vdi cdc ket qua nhdn dugc, tham chi ket qua dd cd mpt s6 bdt lgi (Lind & Tyler, 1988) - Cdng bdng tuang tdc: Bies & Moag (1986) da tach cac khia cgnh cd lien quan din ca nhan cdng bang thu tuc, vd ggi khdi niem dd Id cdng bdng tuang tdc Cong bang tuang tdc de cap den sy cong bang dugc nhan thuc thdng qua ting xir cd nhan (cua nhdn vien) ma khach hang nhan dugc qua tnnh quyet dinh (Martinez - Tur & cdng su, 2006; Son & Kim, 2008) Cd bdn tieu chi danh gia cdng bang tuang tdc: l-bien minh cho quydt dinh; 2-su trung thuc; 3-su tdn trgng; 4-miic dd ddc quyen Mdt nghidn ciiu ITnh vuc Internet da dinh nghia cdng bdng tuang tac nhu Id miic dp ma khach hdng true tuydn cdm nh?in vt sv tnmg thuc vd ddng tin cdy ciia cdng ty viec tudn thu cac cam ket cd lien quan den van de bao mat thdng tin ca nhan (Son & Kim, 2008) Nhieu nghien cim ve dich vu da xac dinh moi quan he giiia nhdn thuc cdng bang vd su thda man cua khach hang (HoUoway, Wang & Parish, 2005) Trong nghien ciiu ddi vdi Iinb vuc nhd hdng-khach san, Martinez - Tur & cdng su (2006) cho thdy cdng bang phdn phdi la yeu td cd tac ddng manh nhat so vdi thdnh phan cdn lai Maxham & Netemeyer (2002) Cling nhin nhan sir tdc dgng cua ba thdnh phdn cdng bdng ddi vdi su hdi Idng ciia khdch hdng nghien ciiu ngdnh xdy dimg, nhung kdt qud phan tich dii lieu cho thdy cdng bdng thu tuc va cdng bang tuang ldc cd trpng sd Idn hem so vdi cdng bdng phdn phdi du bdo su hdi long cita khach hang Nbieu hpc gid cung xdc dinh mdi quan he ndy nhung cd su khac vd miic dp tac ddng tiiy theo ngdnh nghe hoac vung lanh thd Do dd, tdc gid de xuat kiem dinh mdi quan he giiia thdnh phan cdng bang vdi su hdi long cua khdch hang; qua xdc dinh mirc dp tdc dpng cua timg phan: HI, 2, 3; Cdng bdng phdn phdi, Cdng bdng thii hic, Cdng bdng tuong tac cd tuang quan duong ddi vdi su hai long cua khach hdng 2.1 Niim tin Chirc nang vd vai trd cua niim tin dugc xdc dinh nhieu nghien ciiu hanh vi trao ddi xa hdi (Kelley, 1979) Bang cdch tdng ky vpng vd mdt kit SS 236 thdng 02/2017 qua rich cue ddi vdi hdnh vi dy kidn cua cac ben tham gia trao doi, niim tin dugc xem nhu la mgt co che chung cho viec giam miic rui ro ciia cac giao djch (Grabner - Kraeuter, 2002) Pavlou & Fygenson (2006) dinh n ^ a niem tin la su tin tudng cua ngudi mua rang ngudi ban se cu xii cd dao diic Theo Theory of Reasoned ActionTRA (Ajzen & Fishbein, 1980), niem tin tao cam giac thuEin lgi cdc giao dich Morgan & Himt (1994) nghien ciiu ITnh vyc mua sdm tryc tuyln, nh^n dinh niim tin la mpt yiu td quan tt-gng de danh gia sie hdi long cua ngudi tieu dung Lin & Wang (2006) xac nh?n niem tin cd mdi quan he tich cue vdi s^ hdi long cua khdch hang nghien ciru ve thuong mai di dpng Trudng hgp cdc cdng ty cung cdp dich vy di dpng, khdch hdng rdt it tilp xuc tryc tiep vdi nhd cung cdp Nhieu trudng hgp xdy sai sdt viec tmh cudc phi, dich vu khdng diing chat lugng cam kit, da diih hudng din niem tm cua khach hdng Vi vay, tac gia de xudt bd sung bien niim tin ben canh ihanh phan cong bdng nham tang tinh gidi thich cua md hinh nghien ciiu Gid thuyit dugc dat ra: H4: Niem tin cd tuong quan duong ddi vdi su hdi Idng cua khdch hdng 2.1.3 Mdi quan he giiea su hdi long cua khdch hdng vdy dinh phdn ndn Theo Kotler (2001), su hdi long Id miic cua trang thai cam gidc ciia mdt ngudi bat ngudn tu viec so sdnh ket qud thu dugc tir sdn pham/dich vy vdi nhimg ky vgng cua ngudi dd Khi cdm thdy khdng hdi Idng, khach hang thudng cd mong mudn ndi ISn vdn de cua hg vd hinh thdnh y dinh phan ndn (Liu & McClure, 2001) Cac tai lieu nghien ciiu ITnh vuc dich vu cho thay sy lien kdt giiia sie kem hdi long cua khach bdng vay dinh phdn ndn (Zeelenberg & Pieters, 2004) Thogersen & Juhl (2009) lap luan rang mdt cdc tien td co bdn tdc dpng den phan nan cua ngudi tieu dimg Id su bat man cua hg vdi khiem khuylt/tbieu hut cac san pham/dich -vu Theo Voorhees & Brady (2005), su hai long ddi vdi mgt dich -vu cu the cd anh hudng ty le nghjch den y dinh phan ndn tuong lai, dieu ddng nghTa vdi viec neu su hdi Idng ciia khdch hang tang len, ngudi se it cd xu hudng phdn nan tucmg Iai Cronin, Brady & Hult (2000) nghien cuu cdc ngdnh dich vu nhu cham sdc siic khde, dich vu cung cdp thiic an nhanh, gidi tri cho rdng dnh hudng ciia dich vu ddi vdi khuynh hudng hdnh vi cd thi dugc kinhl&Atlrieii tac ddng bdi bien trung gian Id sy hai long ciia khdch hdng Tdng hgp cdc nghien ciiu b-dn, ngudi vilt nhan dinh khdch hang cdng cam thdy khdng hai long vdi dich vu cua nhd mang, y dinh phdn ndn cua hg se tang ien Gid thuyet nghien ciiu dat ra: H5: Su hdi Idng ciia khdch hdng cd tucmg quan am ddi vdi y dinh phan ndn 2.1.4 Bien diiu tiit Ngodi cdc biln chinh da neu tren, kdt qud luge khao tdi lieu (Wu, 2013; Voorhees & Brady, 2005) cho thdy mdt sd biln dilu tilt cd khd nang ciing cd mdi quan he nghich biln giira sy hdi long va y dinh phdn ndn Nghien ciiu dl xuat xem xet cdm nhdnti-dchnhiem nhu Id biln dieu tilt nham khuyen khich khdch hdng tang y dinh phdn nan cdm thay khdng hdi Idng (Tax, Brown & Chandrashekaran, 1998) Cdm nhgn trdch nhiem duac dinh nghTa nhu su nhin nhan ctia khdch hang ve mirc dp san sang ciia nha cung cap djch vu ddi vdi viec giai quyet van de (Richins, 1987) Nghien cim cua Voorhees & Brady (2005) va Wu (2013) cho thay vai trd dilu liet cita cdm nhdn trdch nhiem mdi quan he giira su hdi long va v dinh phdn ndn Tir can cir do, nghien ciru neu len gia thuyet: H6; Cam nhdn trach nhiem cdng cao thi mdi quan he giiia su hai Idng ciia khach hang va y dinh phan nan cang manh 1.5 Md hinh nghiin cim Tir cdc gia Ihuycl, de lai de xudt nid hinh nghien ciru dua tren nen tang Ly thuyet cdng bang, co ket hgp bd sung mgt sd biln giai thich khac nhu Hinh I 2.2 Phuangphdp nghien ciru 2.2.1 Chgn mdu Nghien ciiu chu yiu thyc hien theo phuang phdp dinh lugng cd dp dung phuang phdp dinh tinh qua trinh thilt kl thang Mgt cugc khdo sat Idt cat bdng each phdng vdn tay ddi dugc trien khai nham thu thap du lipu so cdp Mdu quan sdt dugc chpn theo phuang phdp chgn man muc dich Day la mpt phuang phap chpn mau phi xdc suat, ddi tugng mdu dugc chpn dya tren danh gid ciia hpc gid (Black, 2010) Vdi dilu kien ban chd ve ngudn lye, cpng vdi thuc te triln khai khao sat nhdm khdch hang da tung gap vdn de sir dung dich vu di dgng ciia nha mang Idn Mohifone, Viettel va Vinaphone d Cdn Tho cho thdy nhiing ddi tugng tuong ddi khd tilp can Do dd, phuang phap chpn mau muc dich cd the xem Id phii hgp Ddp vidn dugc de nghi md ta vd trdi nghiem cua hg ddi vdi cac tryc trac xay sir dung dich vii di ddng vdng thdng qua trudc cho y kien ve cdc cau hdi chinh Trong sudl qud trinh, tac gid ludn sdn sang giai thich, trd Idi cac cdu hdi cd lien quan nhdm gidm thieu su hieu Idm ciing nhu khuyen khich su lap trung cita dap vien Cudi cting, 305 mdu quan sdt duac su dung ldm dir lieu ddu vao nhdm dap ung cac yeu cdu ve kich thudc mdu phdn tich vdi mdhinh phuang trinh cau tnic- SEM (Kline, 2005) Cdng cu thdng ke phdn tich la phdn mem SPSS 20 vd AMOS 7.0 Thdng tin nhdn khdu hpc ctia mdu Hinh 1: \In hinh nghien cuu de xudt C ong bi"ing pha ph6, Cong bang ihi lUC Cling bang unn' giac -1—' N cm Uii Si~i 236 tilting 02/2nr lilivl'liiilirini Bang 1: B a c diem nhSn k h a u hgc cua m i u q u a n sat Ty le (%) SolirQmg fi^c diem Gidi dnh Nam 161 52,8 Nu 144 47,2 Dp tudi 50 14 4,6 - nam 36 11,8 i -5 nam 50 16,4 Thdi gian sir dung 2,6 < nam - nam 19,7 > nam 49,5 quan sdt d u g c trinh bay Bdng I 2.2.2 Thang Bang hdi chii yeu d u g c thiet ke theo dang thang Likert tir " I - h o a n toan khdng ddng y " ddn " - phdi (0,855); cdng bdng thu tuc (0,707); cdng bdng tuang tdc (0,938); niim tin (0,737), cdm nhdn trdch nhiem (0,659) deu >0,6 (Bang 2) Ci thang niim tin, neu bd gid tri ciia TRUSTOl hodn toan ddng y" Thang cdc bien d u g c m d vd TRUST02 thi gid tri Cronbach ciia bd thang phdng cd dieu chinh: thdnh phdn cdng bdng tham tang len Do dd, lac gia quyet dinh loai bien khao til' thang d u g c phdt t n e n bdi Martinez - Tur quan sdt tren, ket qud kiem dinh cudi cimg thang & cdng su (2006), Turei, Yuan & Connelly (2008), T R U S T cho gia tri alpha Id 0.792 Chiu & cdng su (2009), Wu (2013); M e m tin d u g c Tiep theo, phdn tich nhan td khdm pha EFA m d p h d n g h i t h a n g d o cua Wu (2013), Turel, Yuan & (phucmg phap kbai thac-Principal Axis Factoring, Connelly (2008), Sir hdi long ciia khdch hang, v dinh phep xoay-Promax) cung cap cho hoc gia mdt can phdn ndn, va cam nhdn trdch nhiini d u g c dp dung tir triic yeu Id Pattern Matrix (cac bien quan sdt thang ciia Wu (2013), Voorhee & Brady (2005) d u g c nhdm lai vdi theo mirc dd ndi tuong P h u a n g phap dinh tinh d u g c thirc hien bang each quan-intercoiTclation) K M O dat 0,829, cac bicn tham van chuyen gia ngdn n g d va chuyen gia quan sat d u g c nhdm Iai dimg n h u thang ban dau, ITnh vuc quan he khach hang de kiem soat cac van he so tai tren 0,4 de ngdn ngir, van hda cung n h u y chi chu quan 3.1 I'hdn lich nhdn id khdng qua trinh Viet hda tir thang gdc iieng /\jih Nghien CFA dugc tien hanli nham khang dinh su phii hup cim so bg 50 mdu cung d u a c ticn hdnh nham kiem ciia cau triic thang cCing nhu miic dd phii hop- Ira miic dd phii bcrji cua bang hoi \ a danh gia cac model lit tiTJC trac qua irinii khao sat dinh-CFA Kel qua CFA sau lien hanh ndi cac hien co J Ket qua va th;m luan Modification-indices cao cho tlia\' ciic chi so phii 3.1 Kit qud hgp cua nid hinh deu du lot de Hen hanh cac phan I Kiem dmh Im I'dv va phdn tich nhdn id tich tilp thcu (Bang 3) khdm phd EE'\ 3.1 \16 hinh phirong Irinh can ink Cronbach's alpha dugc dung dc kiem dmh linh -.SE\1 De kicm dmh cac gia ihuycl nghien cuu ky ihiial nhdt qii.iii \ a dd tm cay cua cac liiang (iia In SE.\t duov tac gia su dung Cronbach ^ua cac ihang i (//?(///)/«//; ndn (0.864) liinh cd chi :id p h u l i o p lot dap ung tai iicu chi iheo sir hdi !0,9S-* Hu&Benller(1999) 0.961 AGFI >o.8.";" Hair & Cling sii( 1995) 0.852 CFI >0,95" Hu & Qeillei (1999) 0.966 RMSEA < 0,08*^ MacCallum & cong sir (1996) 0.052 Banii clio tha\ cdng hdng phdn phch \a cc'nig he giua cdng hang thu titc va su bin long P-valuc bdng tii-ong ldc CO uic dong tich circden.viY hd\ long cac so |3 liin luot la 0,4S4 va 0,176, P-v;ihie >0,()5 gia lhu\cl 112 do khong duoc chap nhan h'lcm tm co y nghTa giai thich doi \6i sw Inn hnig tiit diti'u d6ng nghia HI H3 duoc chap nhan cua khach hiing fi={).232, H4 duoc chcip nhan K_cl Tuy nhicii khong dii bang chung \acidi;min6i qnan qua ciing cho thay su hui long la biCn irung man si 23: thdng 02/2017 H i n h : K e t qua S E M Chisquare/df= 1.863 TLI = 966 RMSEA =.053 CFI = 971 AGFI = 862 p = 000 (eT)-|» 1NJUS01 5^ ©~^ @"^ @"^ @^ INJUS02 9^ INJUS03 6^ INJUS04 ^ INJUS05 f |2^-»>|~~rRUST03 5, ^2^-»-] ^TRU5T04 B a n g 4: Ket q u a M o h i n h p h i r o n g t r i n h cau t r u e HI SATlSt 112 SATISf SATISf 11.' H4 H5 - Disjusr Estimate S.E C.R, 0.484 0.083 5.822 Chap nhan PROJUSf -0.001 0,089 -0.011 fChong chap nhan IXJLSf IRl'STl 0,176 0.038 4.624 Chap nhiin SATISf en thong \6\ khach hang Kenh rt i- ei^ ihoii- -; tao diSu kien cho cac tucmg tac thucmg xuyen, kip phan tich chi thu thap pham vi Can Tha, thdi, chinh xac; huong dSn sy thau hieu lln nbau, sy d6 kat qua nghien cmi se co han ch£ ap dyng tin tuong giiia khach hang va doanh nghiep Cu6i vao cac dia phuong khac; 2-Do di6u kien hien khai, cung, sai sot la rui ro khong the hanh khoi hong he phucmg phap chgn mlu myc dich dugc lya chgn, th6ng quan tn, each xir ly cua cong ty hong nhiing day la phuang phap chgn mau phi xac suat, vi vay tmh hu6ng la eye ky quan trgng Khach hang se co nhiing di8m y6u tu nhidn vi#c khai quat hoa cho cong ty bi6t nhiing van de chua tot dang dien nhimg tnrang hgp khac; 3-dap vien dugc yeu cau hp cam thSy y kien dong gop dugc lang nghe, mo ta v6 cac true trac xay qua trinh sii dung giai quy6t Day khong chi dan thuan la van de quan dich vu truac tra lai cac cau hoi chinh co the tri phan nan ma gop phan xay dyng uy tin cua tao xu huang tieu eye, anh hucmg ket qua tra lai cong ty nhan thirc cua khach hang cua hg Tac gia mong rang, cac nghien ciiu tiSp theo Theo luge khao tai lieu, hien co rdt it d6 tai xem se giai quyet cac han ch§ nghien ciru va xet chii d6 y dinh phdn ndn frong ITnh vyc dich vu giup thay doi nhiing goc nhin chua tich eye ve hanh noi chung vii dich vu di?n thoai di dgng noi rieng vi phan nan Phan nan nen dugc xem nhu la mot Do do, tac gia ky vgng se cung eSp nhiing nSn tang mon qua, la co hgi biyet vdi de nang cao long bung quan h-gng cho viec nghien cuu chu 6t cua khach hang (Voorhees & Brady, 2006) tuong lai Cuoi cimg, dii co nhieu no lye, nghien ciru chir kliong phai la rac roi eho cac cong ty (Kendall van eon mgt so ban che nhat dinh: I-Dir lieu & Russ, 1975) Lin thira nhan/cam on: Nhom tdc gid chdn thdnh cdm on su giup da tdn tinh cua cdc Thdy, Cd & tru&ng Dgi hgc Cdn Tha qud trinh thuc hiin nghiin ciru ndy Ngodi cung gui l&i cdm an din Thgc sy Trdn Gia Trung Dinh, Viin Nghien cim phdt trien TP.HCM vi nhimg hd tra rdt hiiru ich qud trinh phdn tich die lieu Tai lieu tham khao Ajzcn & Fishbein, IVI (1980) Understanding attitudes ami predicting social behavior , Englewood Cliffs, NJ: PrenticeHall Bies, R.I & Moag, J F (19K6), 'Interactional justice Communication criteria oriaimess', Research on Negotiations in Oiganizaiions 1(1) 43-.'^5 Black, K (2010), Business Siatislics Conleniporaiy Decision Making 6lh edition, lohn Wiley & Sons Breazeale, M (21109) 'Word of mouse', International Journal of Market Research 51(3), 297-318 Colquiu J.A Wesson, M.J , Portei C Conlon, D.b & Ng, K.Y (2001), 'Justice at the millennium' Ameta-analyUc review of 3.'^ years oiorgamzalional niaUce rescnvcW, lournal of Applied P.syehologi' 86(3), 425-445 Cronin J Brad> M K & Hult, G.T (2000), 'Assessing the Effects of Quality, Value, and Customer Satisfaclion on Consumer Behavioial Intentions in Service Environments', JowrHH/o/^ife/a/Z/Hg, 76(2), 193-218 Chiu C M Lin ll.Y., Sun S Y & Hsu M.H (2009) 'Understanding customers'loyalty intentions towards online shopping .\n imcgration of technology acce|itancc model and fairness theory' Behaviour & Information Icrlmohgy 28(4), 347-360 Firnstalil T W (1489) 'My employees are my ser\ icc guarantee' Harvard Business Review 28-34 Grabncr-Kraeulei, S (2002) 'The role of consumers" trust in online shoppmg', lournal of Business Elhics, 39, 43-50 Hair J F„ Anderson R.E Tathan, R.L & Black W C (1995), Mulliyariate data analysis w„h leadmg, 4th e d Fnglcwood Cliffs: Picniice-llall International Hart C W Ileskctt J i : h W l ' (1990) 'The profitable art of service recovery' Harrunl Business Reueu 6K \4X-\5b Holknvay B Wang S & Parish J (2005) "The role of online purchasing experience in service lecovciy management' Join mil Inleuictive MaikeUng 19(3) 54-67 Hu L