nghiên cữu chất lượng dịch vụ và sự hài lòng của khách hàng sử dụng điện thoại

(jo 11 (172)-2017') NGHIEN ClJU TRAO DOI NGHIEN COU CHAT LlTOlNG DjCH VU VA Slf HAI LONG CUA KHACH HANG SUf DUNG CAC MANG DIEN THOAI Dl DONG TAI KHU vVc NOI THANH HA NOI TS Nguyin Binh Minh* Bii Viet niy xem xit moi quan hp giira chat lirg-ng dfch vu thdng tin di dpng din s{^ hii Idng cda khich hing dwa tren md hinh nghiin c&u 1^ thuyit ve chat Iwtyng djch vy vi sy hii Idng cda khich hing cQng nhw xic dinh cic nhin t6 thupc chit Iwiyng dich vy tic dpng swhai Idng cua khich hing sd' dung djch vu thdng tin dl dpng Kit qui cho thay cd hai nhin to tic dpng din sy hai ldng cua khich hing li chat luyng cudc ggi vi ciu true gii cic gdi cwdc • Tir khda: chat IwQng dich vy; sy hii ldng This paper studies the relationship between the quality of mobile information services and satisfaction of customers based on a theoretical study model on the sen/ice quality and the satisfaction customers of mobile information services The results show that there are two factors Impacting the satisfaction of customers which are call quality and price of subscription packages • Keywords; service quality, satisfaction Ngiy Ngiy Ngiy Ngiy nhpn bii: 4/10/2017 chuyin phin bipn: 8/10/2017 nhpn phan bipn: 19/10/2017 chip nhpn ding: 22/10/2017 Gidi thifu ve nghidn cuu Sy hai long ciia khich hing, chat lugng djch vu da dugc nghidn cdu d nhieu nude trdn the gidi vi Viet Nam Nhilu md binh vd sy hii long cua khich hang cung da dugc phat trien va de xuat nhidu nhan td tic ddng tdi sy hai long, d Viet Nam cung da cd nhidu nghidn cdu ve su hai long cua khach hing d rit nhidu ITnh vyc khac nhu; tai chinh ngin hang, vidn thdng, thuy sin, sieu thi (Phgm Due Ky, Biti Nguyen Hung 2007;^ Nguyin Thanh Cdng, Phgm Nggc Thiiy 2007, Hd Huy Tim & cdng su 2007, Nguyin Thf Mm Trang 2006) Cac nghidn ciru da cd nhihig tdng kit vd md hinh cung nhu tim dugc cae biln cd tic ddng trye tidp cung nhu giin liep ddn sy hai Idng eiia khich hing Tuy nhidn, nhii-ng nam gin diy, nhdng nghidn cdu vl nganh Viln thdng khdng cdn nhieu nbu trudc Cic nhin td tac dgng din sy hai ldng cua khach hing cd thd da thay ddi nhieu so vdi nbu'ng kdl qua nghien ciru trudc diy Chinh vi vay, nghidn cdu cd the giiip cho cac nhi boat ddng thuc tidn cd nhihig gdc nhin mdi vl timg loai ddi tugng, timg phin khitc khich hing trdn thi trudng Cff sd Iy thuylt va md hinh nghien cdu 2,1 Chdt lucrng djch vii Cd nhilu djnh nghTa ve chit lugng dich vu Theo Edvardsson, Thomsson & Ovretveil (1994) thi chit lugng dich vy li sy dip dng dugc sy mong dgi ciia khach hang doi vdi dich vu vi lim thda man nhu ciu ciia hg Mdt nghidn ciiru dugc nhilu ngudi bilt din nhit, dugc nhidu ngudi cdng nhan v i sd dung din li nghidn cdu cua Parasuraman & cac cgng su (1988, 1991) Theo cic tic gii nay, chat lugng dich vu dugc dinh nghTa la; "mdcdQ khdc gida sir mong dgi cua nguai tieu dimg vi dich vy va nhdn thicc ciia hg ve kit qud cua dich vy " Tir nhdng djnh nghTa tren ta cd thd thay mdt so die dilm ve chit lugng dich vu Thiinhdt, chat lugng djch vu khd dinh gia ban chit lugng sin phim hO'u hinh Thd hai, nhan thdc ve chit lugng dich vu ciia khich hang la kit qui ciia qua trinh * Hge vi^n Cdng ngh$ Buu chtnh Vien thong Tap chi nghien cCfu Tai chinh ke toan (Soll NGHIEN CLfU TRAO DOI so sinh giua sy mong dgi cua khach hang vdi nhthig hogt dgng eu tiie ciia to chdc nhim dip ung nhdng mong dgi ciia hg Thuba, nhiing dinh gia vl chat lugng djch vu khdng chi dugc tgo Id djch vu mi cdn bao him nhihig dinh gii vd qui trinh cung cip dich vy cda nha eung dng djch vu ddi vdi khach hing 2.2 Su hdi long Sy hii long ciia khach hing la mgt khii nidm quan trgng Iy thuylt cQng nhu hogt ddng thyc tidn ciia marketing Cac Iy thuylt marketing ddu nhin manh din vide mang Igi sy hii Idng cho khich hang va tir dd dem lai lgi nhuin cho doanh nghidp Chfnh vi vgy, s\x hii long ciia khach hang li ydu to hdt sue quan trgng dd cic doanh nghidp hudng Idi va co ging bing mgi each nham thda man nhu ciu rit khac ciia timg ddi tugng khich hang ci nhan ciing nhu to chdc Cd rit nhilu dinh nghTa ve sy hai long ciia khaeh hing td cic nghien cdu khac nhu: Westbrook (1980), Brown (1992), Bitner vaHubbert (1994), Bachelet (1995), Oliver (1997), Philip Kotier (2001), Zeithaml va Bitaer (2003) Nghidn cdu coi sy hii long cua khich hing li trgng thai cim xiic ma d dd nhu ciu, mong mudn va mong dgi ciia khach hang vd mdt sin pham bay djeh vu dugc dap dng bang hoac trdn mdc mong dgi; Sy hai Idng ciia khach hing cd nhung dilm sau Thd nhdt, sy hai Idng cua khaeh hang li mdt qua trinh chiu anh hudng bdi cam giic trudc sd dung, sd dung vi sau sd dung djch sin phim hoic dich vu Thir hai, sy hai long ciia khich hing mang tinh cim xiic sau nhung trii nghidm eua hg vdi sin phim hogc dich vu Thd ba, su hii long cua khich hing mang tfnh ki vgng 2.3 Md hinh nghien cuu cd lien quan Parasuraman va cdng su (1988,1991) da khdi xudng va su dyng nghidn cuu dinh ti'nh vi dinh lugng dd xiy dung vi kidm dinh thang cac thinh phin ciia chat lugng dich vu (ggi li thang SERVQUAL) Thang SERVQUAL dugc didu chinh va kiem djnh d nhilu logi hinh dich vu khic Cudi ciing thang SERVQUAL bao gom 22 biln dd ludng thinh phin ciia chit lugng djch vy, dd la: tin cay (reliabilil), linh dip dng (responsiveness), tfnh dam bio (assurance), phuang ti?n hthi hinh (tangibles) va (172) - 2017^, sy ddng cam (empathy) Parasuraman va cgng sy (i991) khing dinh ring SERVQUAL Ii thang hoan chinh vd chit lugng dieh vy, dgt gii tri va tin ciy, va cd Ihl dugc dng dung cho mgi loai hinh djch vu khic Mdt nghidn cdu noi tidng khac, dong thdi cung dugc dng dung nhilu trdn thd gidi vi Viet Nam la nghidn cuu ciia Gronroos (1984) Trong nghien edu niy tie gii da de xuat hai phin ciia chit lugng djch vu li: chit lugng ky thuit v i chit lugng chdc nang Chat lugng ky thuit dugc hidu li sy phan inh kdt qua cOa qui trinh cung cip dicb vu hoic la nhirng gi mi khach hang nhin dugc qui trinh su dung dich vu Chit lugng chdc nang dugc hieu la: djch vu duge thyc hl^n nhu thi nio qua trinh tuong tic gida nha cung cap djch vu va khich hang 2.4 Cdc nghien cuu ve mdi quan he giua chat lug^g dich vu vd su hai long cda khdch hang Hiu hit cic nha nghidn cdu ddu thong nhat chit lugng dich vu v i sy hai Idng li hai khai nidm phin biet (Bitner, 1990; Boulding et al., 1993) Tuy viy, chit lugng djch vu vi sy hai long ciia khich hang co lien he chat che vdi (Parasuraman et al., 1988) NhiJng nghien cdu diln hinh vd sy tac ddng cua chit lugng dich vu din sy hii long cua khich hing bao gom Peter v i Olson (1990), Homburg vi Giering (2001), Anderson v i cgng sy (1994), Mc Quitly va cdng sy (2000), (Cronin & Taylor, 1992) Trong thyc tl, cung da cd nhieu nha nghidn ciru khae di kilm djnh thang ciia Parasuraman vdi nhilu loai hinh dich vu cung nhu tai nhidu qude gia khic Kit qui cho thiy cic phin ciia chit lugng dich vu khdng thong nhit vdi tung nginh dich vu v i timg thi trudng khic nhu nhihig nghien cdu ciia cac tic gia Bojanic (1991); Cronin v i Taylor (1992); Dabholkar va cdng sy (1996); Lassar v i cdng sy (2000); Mehla va cdng sy (2000); Nguyen va cgng sy (2003) Vi du, nghidn cdu ciia Mehla vi cdng sy (2000) tgi Singapore cho thiy chit lugng djch vy sieu thj chi bao gom hai phin: phuang tidn hdu hinh vi nhin vidn phuc vu Nguydn vi cgng sy (2003) kidm dinh SERVQUAL cho thi trudng khu vui choi giii tri ngoai trdi tai TP.HCM ^ ^ Tap chi nghien ciifu Tai chinh ke toan i^fn(172)-2017) NGHIEN ClJfU TRAO DOI thi chat lugng dich vy bao gom bdn phin; tin cay, nang phye vu cua nhan vidn, sy ddng cim v i phuong tidn hihi hinh Mgt nghidn cdu nua eiing dugc nhilu ngudi bilt din chit lugng dicb vy bin Id dd li cdng d-inb ciia Dabholka va cgng sy (1996) Cdng trinh dya tren kit qui eua Parasuraman v i kit luan chit lugng dich vu bin le gdm nam phin chinh: phuang tidn bdu hinh, tin ciy, nhan vidn phyc vu, giii quylt khilu nai va chinh sich cua cua hing H2: Dich vu gia tang cd tdc dgng den su hdi ldng cua khdch hdng; H3: Cdu true gid co lac dgng din su hdi ldng ciia khdch hdng; H4: Chdt lugng cudc ggi co tdc dgng den su hdi long cua khdch hdng; H5: Dich vy khdch hdng cd tdc dgng den sir hdi long cua khdch hdng; H6: Su tin tudng cd lac dgng den su hdi ldng cua khdch hdng Phirong phap nghien cuu Trong nghidn cdu niy, tic gii chu ylu dung phuang phap nghien edu djnh lugng Nghien cuu dinh lugng nhim kidm dinh md hinh nghidn eiru da dd xuat Vide xiy dyng cac thang dya trdn thang cua cie nghien ciru va ngoii nude, cu the nhu bang trdn Trong ITnh vuc djch vu thdng tin di ddng (TTDD) chit lugng cung dugc bing 05 thinh phin chit lugng ciia Parasuraman (Richters & Dvorak, Masudd Parvez, 2005; Eli M.Noam, 91 Trfch td Pham Due Ky, 2006) Theo Moon Koo Kim et al., (2004) chit lugng djch vu bao gom: chit lugng cuge ggi, ciu true gii, thilt bj di dgng, dich vy cdng thdm, sy thuin tidn qui trinh, ho trg S I T Tbirdc Mi hAa NgUDD khich hing CJ Vidt Nam, md Siflhugn TT Parasuraman (193S;1988;199l) Richiers & Dvorak Masudd Parvei,200S hinh ly thuydt cho nghidn cihi Eli M Noam; Moon Koo Kim (2004), Eli M.Noam (1991), Wen-Hai Chih & T^-Wen Tang & 1-Ju Often (2002); Pham Diic Ky Bin Nguyen Himg thyc nghiem ddi vdi thi trudng (2006) TTDD ciia hai tic gii Phgm Dich vv GT gia lang Q(xc Ky v i Biii Nguydn Hiing CJu true CTG Parasuraman (1985,1988.1991), Richters & Dvorak, Masudd Paivez (2006) dugc dk xuit 2005, Ell MNoam; Moon Koo Kim (2004); Eli MNoam (1991); Wen2.5 Mo hinh nghien ciiu vd cdc gid thuyet Td cic nghidn cuu va ly thuyet nhu da trinh bay d tren, tae gia ed nhirng gii thuydt vi md hinh nghidn cuu nhu sau; HI: Su thudn tien co tdc dgng den den SIJ: hdi long cua khdch hdng; Hal Chih & Tzy-Wen Tang & 1-Ju Chen (2002), Phjm Diic KJ Biii Nguyen Hung (2006) Cith lucmg cu$c gpi CL Parasuraman (1985,1988,1991); Richters & Dvorak, Masudd Parvez, 200S, Eli MNoam, Moon Koo Kim (2004), Eli M-Noam (1991) WenHai Chih & Tzy-Wen Tang & I-Ju Chen (2002), Pham Biic KJ- Biii Nguyen Hiing (2006) S Dichvu kh&ch hang KH Si^tin STT Parasuraman (1985,1988.1991), Richters & Dvorak, Masudd Parvez 2005; Eh M.Noam, Moon Koo Kim (2004), Eh MNoam (1991) WenHai Chih & T^-Wen Tang & l-Ju Chen (2002); Pham Dire Ky, Biii NguySn Himg (2006) Parasuraman (1985; 1988;!991) Hinb I; Mo hinh nghiSn cihi Djcli Ml glil lariR SvliSil6n[! cua khich h^ngiiJ'di^iig d|ch vv l)|ch \u khich hing ^^tj^fSpEaai^^^^^n' Kfch thude mau nghidn ciiu n ^ 177 dugc thu thip bing hai phuang phap phat bang hdi dilu tra qua mang vdi thang Likert (1 li rit khdng ddng y; khdng ddng y; binh thudng; dong y; rit ding ^) Cic dli tugng dugc hdi ddu sinh sing tai thinh Ha Ndi Cd biln dgc lap vi 01 biln phu tbugc Cu thi, biln chit lugng cuge ggi cd 05 quan sat; bien phin djch vu gia tang cd 06 quan sit; ciu trfic gii cd 04 biln quan sat; Sy thugn tien cd 04 biln quan sit; Tap chi nghien ciifu Tai chinh Ice toan ^ a > (Soll (172) - 2017) NGHIEN CLfU TRAO DOI Dich vu khich hing cd 04 biln quan sat; Sy lin tudng cd 05 bidn quan sit Philu hdi sau diu vd se dugc ma hda va tiln hanh trdn phan mdm SPSS Cic ky thuat phan tfch chinb nghidn cdu gdm: kilm tra he sd tin cgy thang Alpha Cronbach; kilm tra he sd tuong quan va kilm tra kit qui hoi quy Kit qua nghiSn cuu va binh lu^n 4.1 Kit qud dp tin cay cua cdc thang Sau kidm tra tin cgy eua cic thang bing be sd Cronbach Alpha la thiy da phin eae thang diu cd he s6 Cronbach's Alpha ldn hon 0.7 vi h? sd tuong quan vdi biln tdng ldn 0.3 Didu niy dam bio dg tin ciy ci5a thang Cu the dd tin cay cOa cic thang nhu sau: Chdt lucmg cuoc ggi = 0.895; Dich vy gia tdng: 0.873; Cdu true gid: 0.885; Sy thudn tipn: 0.849; Dich vy khdch hdng: 0.882; Sy lin tudng: 0.872; Sy hdi long: 0.892 4.2 Ma trdn he sd tuang quan Sau kidm dinh tin cgy va gii tri cua thang do, cic nhin to dugc dua vao kidm dinh md hinh Trudc kilm dinh md hinh, kidm dinh he sd tuong quan Person duge sd dung de kiem tra mdi quan he tuyln tinh gida cac bien d^c lap vi phu thude Dua vao ma trin tuong quan (Bang 2), ta thiy da sd cic bidn dgc lip ddu c6 tuong quan vdi bidn phu thuoc ciia md hinh, cic gii tri he sd tuong quan ddu nim khoang td ddn 0,8 Do do, cd thd tam kit luan ring moi quan he giira eac biln la cd y nghia vi cd thd diang phuong phip khac dl kidm dinh cae moi quan he dich VU Nhin vao Bang ta nhin thiy md hinh ed y nghTa thong kd (F=7.059, p