Sự hài lòng của khách hàng sử dụng dịch vụ truyền hình trả tiền SCTV tại TP hồ chí minh

Su" hai long cua khach hang suf dung djch vu truyen hmh tra tien SCTV * tai TP Ho Chf Minh LCTdNG QOANG LONG* H TRAN QGOC HAI" HO ANH THii'" Tom tat Thi trudng truyin hinh trd tien tgi TP Ho Chi Minh bdt ddu cd stf cgnh tranh quyit lip Bdi viit phdn tich cdc nhdn tdtdc ddng den sif hdi long cda khdch hdng su: dtfng dich vu truyen hinh trd tien cda Cdng ty Truyen hinh cdp Saigontourist (SCTV) tgi TP Ho ChiMinh Bang phuang phdp nghien cilu dinh tinh vd dinh lugng, Idy mdu thuan tien vdi 625 phieu khdo sdt cudi cilng Kit qua cho thdy 06 nhdn tdtdc ddng chinh Id; Chdt luang ngi dung vd ky thudt, Thuang hieu, Chdt lugng dich vu, Gid tri cdm xdc, Chuang trmh khuyin mdi vd Gid cudc Tif kit qua nghien cdu, nhdm tdc gid dua mdt sd kien nghi nham nang cao sif hdi long cda khdch hdng su! dung dich vif truyen hinh trd tien SCTV tgi TP Ho Chi Minh TH khoa: dich vu, khdch hdng, stf hdi long, truyen hinh, SCTV Simimary Pay TV market in Ho Chi Minh City has faced up with a severe competition This paper analyzes factors affecting customer satisfaction using pay TV service by Saigontourist Cable Television (SCTV) in the city via qualitative and quantitative analysis with convenience sampling of 625 questionnaires The outcome reveals six determinants including Quality of content and technology Brand, Service quality Emotional value Promotion and Charge Since then, the authors make several recommendations to enhance customer satisfaction with SCTV's service in Ho Chi Minh City Keywords: service, customer, satisfaction, TV, SCTV GIOI THIEU Truyen hinh tra tien la mdt nganh kinh te, ky thuat, djch vu cung khdng nam ngoai sff anh hffdng chung ciia qua tniih hdi nhap Thtfc te cho tha'y, viec so hda truyen hinh gan lien vdi sif djch chuyen ttt truyen hinh quang ba (khdng tra tien) sang truyen hinh tta tien, tff do, cac nha cung cap djch vy truyen hinh tra tien se canh tranh khd'c liet SCTV can phai ciing cd lffdng khach j hang hien cd va tbu hut khach hang mdi Van de dat d day la SCTV phai lam dam bao dffdc sff hai ldng cua khach hang, lffdng va kiem soat sif hai ldng dd nhtf the' nao Nhttng ye'u td nao va mflc dd tac ddng cua chung den stf hai long cua khach hang Bai viet da khao sat thifc te va tim 06 nhan td tac ddng chlnh de'n sff hai long cua khach hang sfl dung ThS., Tru'dng Dai htjc Kinh te TP Ho Chi Minh Email: luongquanglong@gmail.com ThS., Ban D6i mdi Quan ly Doanh nghiep TP Ho Chi Minh ThS Ngay nhan bai: 18/08/2016; Ngay phan bien: 07/10/2016; Ngay duyet dang: 11/10/2016 46 Kinh te va Dirbao djch vuttTiyenbinh tta tien SCTV tai TP Ho Chl Minh va dfla mdt so kie'n nghi giai phap nham nang cao sff hai long cua khach hang HiMH: DE XGAT MO HINH NGHIEN CUll Chat lugng noi dung va ky thuat (CLND) CC( s d LY THUYET VA PHlfdNG PHAP NGHIEN CtfU Thuong hieu (TH) Casdly thuyet vd khung phdn tich Theo quan diem cua Oliver (1997), sff hai long la phan flng cua ngffdi tieu dung dd'i vdi viec dffdc dap ffng nhttng mong mudn Theo quan diem cua Philip Kotier (2001), sff thda man - hai long cua khach hang la mffe dp cua ttang thai cam giac cua mdt ngffdi bat ngudn tff viec so sanh ke't qua thu dffdc tff viec tieu dung san phara, djch •vu vdi nhffng ky vpng cua ngffdi Quan diem cua Kotier va Armsttong (2004), djch vu la nhffng boat dpng hay ldi Ich ma doatih nghiep cd the cd'ng hien cho khach hang nham thiet lap, cung cd va md rdng nhffng quan he va hdp tac lau dai vdi khach hang Parasuraman va cdng sif (1988) cho ring, chat lffdng djch vu la khoang each giffa sff mong ddi cua khach hang va nhan thffc cua hp da sff dung qua djch vu Theo Bennett (1995), tiiffdng hieu la mdt cai ten, bieu tfldng, ky hieu, kieu dang hay mdt sff phd'i hdp cua cac ye'u td tten nhara muc dich de nhan dang san pham hay djch vu cua rapt nha san xua't va phan biet vdi cac thffdng hieu cua dd'i tiiu canh ttanh Dffa vao cac nghien ctJu tten, nhdm tac gia dffa 06 nhan to tac ddng chinh anh hffdng de'n sff hai long cua khach hang sfl dung djch -vu tta tien SCTV tai TP Hd Chl Minh la: Cha't lffdng ndi dung va ky tiiuat; Thffdng hieu; Cha't lffdng djch vu; Gia trj cam xuc; Chffdng ttinh khuyen mai va Gia cffdc Md hinh nghien cffu dffdc de xua't nhff Hinh Phuangphdp nghien cilu Nghien cffu chinh thffc thdng qua phffdng phap lay miu thuan tien, phat bang cau hdi cho cac khach hang tai cac cfla hang cung cap djch vu truyen hinh tra tien SCTV va cac hd gia dinh sff dung dich vii truyen hinh tra tien ctia SCTV tai TP Hd Chl Minh Dtt lieu tiiu thap tff thang 04/2016 den thang 07/2016 Kich thtfdc mSu cud'i cung ciia nghien cffu la n = 625 Sau do, loan bd dff lieu dffdc xfl ly vdi sff hd trd cua phan mem SPSS 23 Chat luong dich vu CLDV Economv and Forecasl Review H, Su hai long cua khach hang Gia trj cam xiic (GTCX) Chucmg trinh khuyen mai (CTKM) Gia cuac (GC) Dd'i vdi ta't ca cac bien quan sat cua thang do, de danh gia mffe dp ddng y cua khach hang, tac gia sfl dung thang Likert mflc dp Diem de the hien mflc dp hoan toan khdng ddng y cho de'n diem de the hien mflc dp hoan toan ddng y (Bdi viet sil dung cdch viet sd thdp phdn theo chudn qudc te) KET QUA NGHIEN CtfU Phdn tich nhdn tdkhdm phd Ket qua kiem djnh Bartlett cho tha'y gitta cac bien tdng the cd md'i tffdng quan vdi (sig = 0.00 < 0.05) Ddng thdi, he sd KMO = 0.881 > 0.5, chffng td phan tich nhan td' de nhdra cac bien lai vdi la thich hdp va dff heu phu hdp cho viec phan tich nhan to' (Bangi) Theo tieu chuan Fixed number of Factors thi cd nhan td' dffdc nit tff 27 bie'n quan sat Cac nhan to' deu cd gia trj Eigenvalues = 3.342 > Phffdng sai trich la 55.707% > 50% la dat yeu can Chffng td nhan td nit trich the hien dffdc kha nang giai thich dffdc 55.707% stf thay ddi cua bien phu thupc tdng the (Bang 2) Chi so ttpng sd' nhan to'cac bien deu ldn hdn 0.6 nen dat yeu cau Nhff vay, cac thang ve Cha't lffdng ndi dung va ky thuat (CLND-KT) gdm bie'n, Thffdng hieu (TH) gdm bien, Cha't lffdng djch vu (CLDV) gdm bien, Gia trj cam xtic (GTCX) gdm bie'n, Chffdng trinh khuyen mai (CTKM) gdm bien va gia cffdc (GC) gdm bie'n dffdc sfl dung lam thang ttong thang chuan hda (Bang 2) BAISG 1: PHAN Tl'CH HE SO KMO VA BARTLETT Kiem tra cua KMO va Bartlett He so' KMO (Kaiser-Meyer-Olkin) .881 Mo hinh kiem tra , Gia tri Chi - binh phuong 1237.867 ctia Bartlett ' Bac lii 15 Sig (gia tri P - value) 000 47 Ma trdn tuang quan Trong dd; Y la bie'n phu thupc the' hien sfl hai long cua khach hang sfl dung djch vu truyen hinh tra tien SCTV - X|, Xj, X X^, X5, Xj la cac bien ddc lap theo thfl Iff sau: (XI) Chat lffdng ndi dung va ky thuat, (X2) Thffdng hieu, (X3) Chat lffdng dich vu, (X4) Gia trj cam xuc, (X5) Chffdng Mnh khuyen mai va (X6) Gia cffdc Ke't qua phan tich ma Iran he sd tffdng quan cd mffe y nghia a < 0.05 va cac he sd ttfdng quan giffa cac bie'n giao ddng khoang tff 0.534 den (3.687 Vdi bien Chat lffdng ndi dung va ky thuat cd he sd tffdng quan vdi BAMG 2: PHAN TlCH EFA Ma tran xoay phSn Thanh phan 791 CLND-KT-1 732 CLND-KT-2 685 CLND-KT-3 671 CLND-KT-4 669 CLND-KT-5 653 CLND-KT-6 803 TH-3 795 TH-1 758 TH-2 720 TH-4 688 TH-5 837 CLDV-I 819 CLDV-2 716 CLDV-3 687 CLDV-4 778 GTCX-2 777 GTCX-I 721 GTCX-3 GTCX-4 671 CTKM-I 811 CTKM-2 760 CTKM-3 693 CTKM-4 630 GC-2 GC-1 GC-4 GC-3 PhUcfng phap trich: Principal Component Analysis, Phu'Ong phap xoay; Varimax with Kaiser Normalization 746 735 680 649 BANG 3: KET QUA PHAN TICH MA TRAN TtldNG QGAN QlflA CAC THANH PHAN Y XI X2 X3 X4 X5 X6 Y 1.000 XI 629 1.000 X2 534 374 1.000 X3 616 373 347 1.000 X4 567 310 328 243 1.000 X5 647 371 319 458 389 1.000 X6 687 457 317 442 352 461 1.000 Mguon Kst qua phan tich cua nhom tac gia 48 bien sff hai ldng cua khach hang la 0.629 cho tha'y giffa hai bie'n cd sff tffdng quan manh, nghta la dff lieu giffa hai bien cang phu hdp cd sff tffdng quan vdi (Bang 3) Tffdng tff bien Thffdng bieu cd he sd tffdng quan vdi bie'n Sff hai long cua khach hang la 0.534 cho tha'y gifla hai bie'n cd sff tffdng quan trung binh, bie'n Chat lffdng djch vu cd he sd tffdng quan vdi bie'n Sfl hai long cua khach hang la 0.616 cho tha'y, giffa hai bien cd sfl ttfdng quan manh, bie'n Gia trj cam xuc cd he sd tffdng quan vdi bie'n Sff hai long cua khach hang la 0.567 cho tha'y, gifla hai bie'n cd sff tffdng quan trung binh, bie'n Chffdng trinh khuye'n mai cd he sd tffdng quan vdi bie'n Sff hai ldng cua khach hang la 0.647 cho tha'y, giffa hai bien cd sff tffdng quan manh va bien Gia cffdc cd he sd tfldng quan vdi bie'n Sfl hai long cua khacb hang la 0.687 cho tiia'y giffa hai bie'n cd sif tfldng quan manh Qua ke't qua phan tich cho tha'y, bie'n ddc lap cd md'i tffdng quan tuyen tinh kha chat che vdi bien phu thupc Y, dat dffdc gia trj phan biet, nghia la ta't ca cac thang ke't qua nghien cflu da lffdng dffdc cac khai niem khac nen dffdc dffa vao pban ticb hdi quy Ke't qua phdn tich hoi quy boi Phffdng trtnh hdi quy bdi bieu didn md'i quan he giffa bie'n phu thupc va cac bie'n ddc lap cd dang nhff sau: Y = p„ + p,X,+p,X, + P3X3 + p,X,+ P5X3 + P.X; Gia tri he sd W = 0.798 va R^^ hieu chinh = 0.796, nghia la md hinb hdi quy tuye'ntfnhda xay dffng phu hdp vdi dff heu 79.8% Vdi mffe y nghia 0.000 nghia la bie'n ddc lap giai thich 79.8% bien thien cua bien phu thupc Dieu chffng td ke't qua cua dff heu thu thap dffdc giai thich rat tdt cbo md hinh He so d (Durbin-Watson) = 1.895 nam ttong khoang (1.5-2.5) cho tha'y khdng cd hien tffdng tff tffdng quan Ket qua phan tich phUOng sai Ke't qua phan tich cbo thay, dp chap nhan cua bie'n (Tolerance) la dat yeu cau (deu ldn hdn 0.50) va he sd phdng dai phffdng sai (VIF) deu nhd hdn 10 Cd the ket luan, cac bien ddc lap tham gia vao md hinh deu cd md'i lien he td't vdi bien phu thupc va cd kha nang sfl dung cac he sd'hdi quy de giai thich hay Ifldng hda md'i quan be gifla bie'n phu thude va cac bie'n ddc lap Do dd, khdng cd da'u hieu xay Kinh te va Difhan Tff ke't qua nghien cflu, de nang cao srf hai long cua khach hang sfl dung djch vu truyen hinh tra tien SCTV, tac gia dffa mpt so kie'n nghj nhff sau; Thd nhdt, can chia nhd gdi kenh cung cap theo tflng nhu cau cua khach hang nham dam bao khach hang sfl dung td'i da nhffng kenh truyen hinh minh yeu thich Viec dffa ddng nha't mdt gdi kenh gay lang phi cho khach hang, tham chi cd nhffng kenh khach hang Cac gia thuye't deu dffdc chap nhan Thdng qua cac he sd P chuan hda bie't khdng bao gid xem de'n Ben canh dd, ap dung chinh dffdc mflc dp quan ttpng cua cac nhan td sach gia cho nhieu djch vu Men cd ctia SCTV tham gia vao md hinh Thd hai, can da dang hda cac kenh truyen hinh, vdi Ket qua phan tfch hdi quy tayen tinh chat lffdng, npi dung va am thanb tin hieu dffdc khach chl nhan td cd tac ddng ldn nhat den sff hang quan tam Xem xet sd lffdng va danh muc kenh hai long cua khach hang sfl dung djch vu phu hdp, ttanh tinh trang lap lai cac kenh qua nhieu tmyen hinh tta tien SCTV la gia cffdc be Ddng thdi, dau tff raua nhieu chffdng trinh mdi vdi ndi sd chuan hda (P = 0.269), chat lffdng ndi dung ha'p dan nhara da dang chffdng trinh dung va ky thuat (P = 0.226), ke de'n la gia Thii' ba, can dao tao mpt dpi ngu can bd ky thuat trj cam xuc (p = 0.219), cha't lffdng djch vii chuyen nghiep, gidi chuyen mdn va ffng bie'n nhanh (P = 0.211), chffdng trinh khuyen mai (P = vdi mpi tinh hud'ng xay sff cd' Lap ke' hoach va 0.209) vatiiffdnghieu (P = 0.152) thffc hien nghiem chinh cac kiem tra, bao tri djnh ky he thd'ng va cac thie't bj nham nhanh chdng pbat hien nhffng sai sdt ve ky thuat lam anh hffdng de'n chat KET LUAN VA KIEN NGHI Itfdng dich vu Ke't qua nghien cflu cho tha'y, nhan td Thd tu, quang ba thffdng hieu doanh nghiep Phat Gia cffdc la yeu td' dffdc khach hang quan huy cac ddng gdp vi xa hdi va cdng ddng, nhff; thffc hien tam nhieu nha't Nhan td Chat lffdng ndi cac chffdng trtnh hpc bdng, td chffc cac boat ddng the dung va ky thuat la ye'u to' thff hai khach thao vi muc dich tfl thien, tai trd cac dff an cdng cdng hang quan tara Tiep den la nhan td' Gia Thd nam, tang effdng cac boat ddng truyen thdng ttj cara xuc cung la ye'u to khach hang quang cao trffdc cac ddt khuye'n mai de khach hang biet cam nhan thdng qua cac kenh chffdng va quyet djnh sff dung djch vu Dd'i tffdng hffdng de'n ttinh Nhan td' Chat lffdng dich vu cung la nhffng khach hang muc tieu, nhff; day manh tie'p thj dffdc khach hang quan tam Chffdng trinh phat trien thue bao theo dja chi, qua website, dffdng day khuyen mai dffng thfl nam Nhan td khach ndng, kenh lifu ddng, td rdi va cac boat ddng tie'p thj hang It quan tam nha't la Thfldng hieu trffc tie'p de'n khach hang.Q hien tffdng da cdng tayen nen tac gia cd the sfl dung phffdng trtiih hdi quy Md hinh hdi quy taye'n tinh bdi cac nhan to dffdc bieu thi nhff sau: Y = 0.226*X, -h 6.152*X, -I- 0.211*X3 -h 0.219*X^-l- 0.209*X;+ 0.269*X^ TAI LIEU THAM KHAO Hoang Trpng va Chu Nguyen Mdng Ngpe (2008) Phdn tich du lieu nghien cdu vdi SPSS & 2, Nxb Thd'ng ke Nguyen Dinh Thp (2011) Phuang phdp nghien cdu khoa hgc kinh doanh, Nxb Lao ddng Xa hpi Nguyen Qud'c Thjnh va Nguyen Thanh Trung (2009) Thuang hieu vdi nhd qudn ly, Nxb Lao ddng Xa hdi Kotier, P (2001) Qudn tri Marketing, Vu Trpng Hung djch, Nxb Thdng ke Baehelet, D (1995) Measuring Satisfaction; or the Chain, the Tree, and the Nest, Customer Satisfaction Research, Brooker, R (ed), EMOSAR Bollen, K A (1989) Structural Equations with Latent Variables, New York; Wiley Bennett, P D (ed) (1995) Dictionary of Marketing Terms, Chicago, II1: American Marketing Association Davis, S (2002) Implementing your BAM Strategy; 11 steps to making your brand a more valuable business assest,you/77a/o/Con5M»?erMartoOTg, 19(6), 13 Gronroos, C (1990) Service Management and Marketing, Lexington Books, Lexington, MA 10 Ohver, R.L (1997) Satisfaction; A Behavioral Perspective on the Customer, McGraw-Hih, New York 11 Parasuraman, A., Zeithami, V A., & Berty, L L (1988) SERVQUAL; A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1), 12 12 YanquanHe & HaiyanSong (2008) A mediation model of tourists repurchare intentions for packaged tour services, Joumal of Travel Research, Al, 319-320 Econom\ and Forecast Review 49 ... cac cfla hang cung cap djch vu truyen hinh tra tien SCTV va cac hd gia dinh sff dung dich vii truyen hinh tra tien ctia SCTV tai TP Hd Chl Minh Dtt lieu tiiu thap tff thang 04/2016 den thang... tac ddng chinh anh hffdng de'n sff hai long cua khach hang sfl dung djch -vu tta tien SCTV tai TP Hd Chl Minh la: Cha't lffdng ndi dung va ky tiiuat; Thffdng hieu; Cha't lffdng djch vu; Gia trj...djch vuttTiyenbinh tta tien SCTV tai TP Ho Chl Minh va dfla mdt so kie'n nghi giai phap nham nang cao sff hai long cua khach hang HiMH: