Khóa luận tốt nghiệp Quản trị kinh doanh: Đánh giá mức độ hài lòng của khách hàng đối với dịch vụ nhà ở tại Khu dân cư thương mại 586 Hậu Giang

TR(I0NG 06' HOC VO TRUING TOfiN KHOA KINH TE Dfll HOC VOTRtfCfNG TOfiN THUVIEN KHOA LUAN TOT NGHIEP DANH GIA MUC DO HAI LONG CUA KHACH HANG DOI VOI DICH VU NHA d TAI KHU • • DAN ClT THlTONG MAI 586 HAU GIANG Sinh vien thirc hien: DO VU THANH Chuyen nganh: QUAN TRI KINH DOANH Giang vien hiring dan: TS DlTONG DANG KHOA Hau Giang, thdng 07 nam 2012 l ^ • LOfl CAM ON Trong suot thdi gian hoc tap truong, voi sir giang day tan tinh cua thay co Khoa Kinh te, toi da tiep thu dugc rat nhieu kien thuc quy bau Dong thoi, dugc su gioi thieu cua Khoa, toi da dugc vao thuc tap tai Cong ty Co Phan 586 Hau Giang Tuy chi thoi gian ngan thuc tap tai Cong ty nhung toi da nhan dugc rat nhieu su giup cua anh chi phong Kinh doanh va cac phong ban khac, tu da giup cho toi hieu ro hon nhung kien thuc da dugc hoc tai truong ap dung vao thuc te, day la hanh trang quy bau de toi buoc vao doi Thoi gian thuc tap tai Cong ty la co hoi de toi mo rong kien thuc, van dung nhung gi da hoc vao thuc te Toi xin chan cam on cac giang vien va thay co truong Dai Hoc Vo Truong Toan noi chung va cac thay co khoa Kinh T§ noi rieng dac biet la Tien si Duong Dang Khoa va thay Ngo Uat Vy da nhiet tinh giup toi suot qua trinh lam db tai Ben canh toi xin chan cam on Ban lanh dao, cac Anh Chi phong Kinh doanh va cac phong ban khac cua cong ty da tan tinh huong dan, giup toi hoan t6t db tai Sau cung toi xin chuc quy thay co, cung cac co chu, anh chi Cong ty Co Phan 586 Hau Giang, doi dao sue khoe va luon cong cuoc song Chuc cho Cong ty cang vung manh, gop phhn vao su nghiep cong nghiep hoa - hien dai hoa cua tinh nha noi rieng va cua dk nuoc noi chung, gop phan xay dung dat nuoc Viet Nam giau dep tuong lai Hau Giang, 25 thdng 07 nam 2012 Do Vu Thanh GVHD: TS Duong Dang Khoa i SVTH: Do Vu Thanh lo>i cam doan Toi xin cam doan khoa luan t6t nghiep "Ddnh gid miec hdi long cua khdch hang doi v&i dich vu nha a taikhu dan cw thwang mai 586 Hau Giang" la cong trinh nghien cuu cua ban than duoi su huong dan cua tien si Duong Dang Khoa va thay Ngo Uat Vy Toi xin cam doan cac s6 lieu su dung de tai la trung thuc, kk qua nghien cuu dugc dua tu su due k6t tren co so nghien cuu ly thuy6t va nghien cuu khao sat tinh hinh thuc tien, chua tung dugc cong b6 bat ky nghien cuu khoa hoc nao trudc day Hau Giang, 25 thdng 07 nam 2012 Sinh vien thuc hien Do Vu Thanh GVHD: TS Duong Dang Khoa ii SVTH: Do Vu Thanh NHAN XET CUA GIAO VIEN HlTdNG DAN Hau Giang, 28 thdng 07 nam 2012 Giang vien huong dan TS DlTONG DANG KHOA GVHD: TS Duong Dang Khoa in SVTH: Do Vu Thanh TOM TAT Ngay nay, thi truong Bat dong san khong la mot van de xa la nen kinh te thi truong Viet Nam Thi truong bat dong san luon dugc cac nha kinh te quan tarn moi thoi diem phat trien kinh te cua mot quoc gia khong chi vi no la mot loai hang hoa dac biet ma la mot sir danh gia sir giau manh cua quoc gia Voi tinh hinh kinh te cang phat trien, va nhieu quy hoach dua ti£n trinh thi hoa dugc thuc hien va khu dan cu thuong mai cung la mot nhung chuong trinh quy hoach de phat trien thi Khu dan cu la noi cho nguoi dan co dugc sir an cu lac nghiep, voi day du co so tang ve ky thuat Ian xa hoi Cho nen nang cao chat lugng dich vu nha tai khu dan cu thuong mai la mot dim can thiet dk dem d£n cho khach hang la nguoi dan sir thoa man cao nhat song tai khu dan cu thuong mai Cong ty c6 phan 586 Hau Giang tham gia vao thi truong B&t dong san tai Hau Giang vao nam 2004, sau nhung nam phat trien tai day cong ty da trai qua nhieu kho khan cung nhung thuan lgi ma thuc t£ tinh hinh kinh tS tai Tinh da dem lai Khu dan cu thuong mai 586 Hau Giang dugc sir quan ly boi cong ty C6 phan 586 Hau Giang vao nam 2007 va dang qua trinh phat trien du an Do do, voi tinh hinh thuc t£ tai cong ty va cung cong ty dua nhung phuong an phat trien t6t hon nua hoat dong cua cong ty toi da nghien cuu de tai "Danh gia mwc hdi long cua khach hang doi v&i dich vu nha &tai khu dan cw thwang mai 586 Hau Giang" Voi viec nghien cuu thuc tiln khach hang va su dung cac phuong phap phan tich de dua cac kk qua, tu se co nhung phuong an t6t hon thoi gian sap toi de thu lai k6t qua t6t cho cong ty De tai nghien cuu phan tich ket qua hoat dong kinh doanh cua cong ty co phan 586 Hau Giang qua nam, tu* nam 2009 den 2011 d£ nhan xet ket qua kinh doanh va dua nhung giai phap Tu ket qua kinh doanh khong dugc t6t cua cong ty nam 2011 vua qua se tien hanh cac nghien cuu de tim hieu ly va co nghien cuu vh marketing - mot nhung ly dem din kk qua kinh doanh khong t6t Nghien cuu de danh gia muc hai long cua khach hang doi voi dich vu hien tai cua khu dan cu va tu dua nhung giai phap cai thien va phat trien djch vu dugc tot hon Phuong phap nghien cuu dugc su dung la phuong phap phong van true tiSp cac khach hang dang su dung nha o tai khu dan cu 586 Hau Giang Tu cac so lieu cua kk qua nghien cuu khao sat cac khach hang se dugc phan tich bang phan mem SPSS voi cac phuong phap phan tich: phuong phap thdng ke mo ta, danh gia thang muc bang thang do tin cay Cronbach's Alpha, phan tich nhan t6 kham pha EFA, xay dung mo hinh hoi quy muc hai long cua khach hang d6i voi dich vu nha o tai khu dan cu thuong mai 586 Hau Giang Su dung thang de danh gia tin cay cua so lieu cac bien nghien cuu voi muc Likert 5, dugc luong bang phuong phap luong muc tin cay Cronbach's alpha, voi muc Cronbach's alpha > 0,6 la chap nhan va tuong quan tong bien Ion 0,3 Thang voi cac bien thuoc cac yeu to dugc xay dung tren co so ly thuylt cua cac nha GVHD: TS Duong Dang Khoa iv SVTH: Do Vu Thanh nghien cuu gdm yeu t6: hinh anh, chat lugng cam nhan, gia tri cam nhan va an toan - phap ly Tien hanh phan tich nhan t6 kham pha EFA de tim cac bien thich hop (la nhung bien co anh huong den muc hai long) cho mo hinh va loai nhung bien khong thich hop Tir ket qua se xay dung mo hinh h6i quy tu cac yeu t6 co cac bien anh huong Mo hinh se cho phep chung ta bik dugc muc anh huong cua tung nhan t6 den muc hai long cua khach hang Cac ket qua phan tich tren se giup ta dua nhung giai phap de nang cao chat luong dich vu va cung nhu tri nhung dich vu dang dugc khach hang quan tarn va hai long, cung voi nhung giai phap se nang cao kk qua kinh doanh cho cong ty GVHD: TS Duong Dang Khoa v SVTH: Do Vu Thanh MUC LUC lcjicAmon " i LC3I CAM DOAN ii TOM TAT iv phAnmOdAu 1.1 datvAnde 1 1.2 MUC TIEU NGHIEN CUU 1.2.1 Muc tieu chung 1.2.2 Muc tieu cu the 1.3 PHAM VI NGHIEN CUU 1.3.1 Khong gian nghien cuu 1.3.2 Thoi gian nghien cuu 1.3.3 Noi dung nghien cuu 2 2 2 1.4 LUOC khAo TAl LIEU phAnnOidung CHUONG PHUONG PHAP LUAN VA PHUONG PHAP NGHIEN CUU 1.1 PHUONG PHAP LUAN 5 1.1.1 Co so ly thuyeT 1.1.1.1 Khai niem nha o 1.1.1.2 Bat dong san 1.1.1.3 Cac khai niem ve dich vu 1.1.2 Mo hinh nghien cuu 5 14 1.1.2.1 Cac mo hinh luong chk lugng dich vu 14 1.1.2.2 Mo hinh chi so hai long cua khach hang 19 1.1.2.3 Mo hinh nghien cuu 22 1.2 PHUONG PHAP NGHIEN CUU 24 1.2.1 Phuong phap chon vung nghien cuu 24 1.2.2 1.2.3 1.2.4 1.2.5 1.2.6 Thiet ke nghien cuu Quy trinh nghien cuu Nghien cuu dinh tinh Nghien cuu dinh lugng Thang 24 24 25 26 26 1.2.7 Xu ly vaphan tich so lieu 27 GVHD: TS Duong Dang Khoa vi SVTH: Do Vu Thanh CHUONG GlOl THIEU CONG TY CO PHAN 586 HAU GIANG VA KHU DAN CU THUONG MAI 586 HAU GIANG 29 2.1 GlOl THIEU CONG TY 29 2.2 GlOl THIEU KHU DAN CU VA THUONG MAI 586 HAU GIANG 29 2.3 CAC LOAI NHA CO MAT TAI KHU DAN CU VA THUONG MAI 586 HAU GIANG 29 2.4 KHACH HANG MUC TIEU 2.5 CHINH SACH UU DAI 2.6 HINH THUC THANH TOAN 29 30 30 2.6.1 Thanh toan tung dot 2.6.2 Thanh toan qua ngan hang 30 30 2.7 THUC TRANG DU AN KHU DAN CU VA THUONG MAI 586 HAU GIANG 31 2.7.1 Muc hoan du an: 31 2.7.2 Matran SWOT - thuc trang cong ty: 31 CHUONG PHAN TICH KET QUA HOAT DONG KINH DOANH CUA CONG TY CO PHAN 586 HAU GIANG 32 3.1 KET QUA HOAT D0NG KINH DOANH CUA CONG TY GIAI DOAN 2009 - 2011 ' 32 3.2 DANH GlA TINH HINH TAl SAN VA NGUON VON CUA CONG TY 3.2.1 36 Tinh hinh tai san cua cong ty giai doan 2009 - 2011 36 3.2.2 Tinh hinh nguon v6n cua cong ty giai doan 2009 - 2011 38 CHUONG phAn tich vA dAnh giA mUc D0 hAi long cua khAch hAng DOI V0I DICHVUNHAd 40 4.1 THONG TIN MAu NGHIEN CUU: 40 4.2 DANH GlA DO TIN CAY CUA THANG DO 42 4.3 DANH GlA THANG DO BANG PHAN TICH NHAN TO KHAM PHA EFA 44 4.4 KIEM DINH MO HINH BANG PHUONG PHAP PHAN TICH HOI QUY 46 4.5 NHAN XET KET QUA 48 CHUONG MOT SO GlAl PHAP NANG CAO CHAT LUONG DICH VU NHA CHO KHU DAN CU VA THUONG MAI 586 HAU GIANG GVHD: TS Duong Dang Khoa vii 49 SVTH: Do Vu Thanh 5.1 giAi phAp giOi thieu sAn phAm nhA DOI vOi khAch hAng CHUA MUA SAN PHAM NHA TAI KHU DAN CU VA THUONG MAI 586 HAU GIANG 49 5.1.1 5.1.2 49 50 Tu gioi thieu tren truyen hinh Chay Roadshow 5.2 GiAi PHAP NANG CAO CHAT LUONG DICH VU CHO KHACH HANG DANG SU DUNG NHA TAI KHU DAN CU VA THUONG MAI 586 HAU GIANG 52 5.2.1 Dich vu tu van trang tri noi - ngoai thai 52 5.2.2 Dich vu ve sinh nha o 54 5.2.3 Dich vu "kiem tra va cham soc sue khoe nha o" 55 5.3 GiAi PHAP PHAT TRIEN CONG TY : XAY DUNG TRANG WEBSITE THUONG MAI DIEN TU VA N0I BO CHO CONG TY CO PHAN 586 HAU GIANG 56 5.3.1 Ly 56 5.3.2 Muc tieu 56 5.3.3 5.3.4 Giai doan phat trien dau cua trang website cong ty Giai doan tri va phat trien website: 57 60 PHAN KET LUAN VA KIEN NGHI 61 KET LUAN: 61 KIEN NGHI: 61 TAl LIEU THAM KHAO 63 PHULUC 66 Phuc luc 1: Dan bai thao man nhom 66 Phu luc 2: BANG CAu HOI KHAO SAT Phu luc 3: PHAN TICH DLT LIEU BANG SPSS PHAN TICH THONG KE MO TA 67 69 69 DANH GlA DO TIN CAY BANG THANG DO CRONBACH'S ALPHA 70 PHAN TICH NHAN TO KHAM PHA EFA HOI QUY TUYEN TINH BOl 72 73 GVHD: TS Duong Dang Khoa viii SVTH: Do Vu Thanh DANH MUC CAC BANG BIEU Bang 1.1 Thang cac biln quan sat 27 Bang 2.1 Ma tran SWOT - thuc trang cong ty co phan 586 Hau Giang 31 Bang 3.1: KeT qua hoat dong kinh doanh cua cong ty giai doan 2009 - 2011 34 Bang 3.2: Tinh hinh doanh thu, chi phi va lgi nhuan cua cong ty giai doan 2009 - 2011 35 Bang 3.3: Tinh hinh tai san cua cong ty gian doan 2009 - 2011 36 Bang 3.4: Tinh hinh nguon v6n cua cong ty giai doan 2009 - 2011 38 Bang 4.1 He so Cronbach's Alpha cua cac thang 43 Bang 4.2 Tom tat kk qua phan tich nhan to Ian 45 Bang 4.3 Bang phan tich he s6 hoi quy 46 Bang 4.4 ANOVAb 46 Bang 4.8 Bang ket qua hoi quy tung bien 47 Bang 4.9 Bang ket qua h6i quy tung bien (bien bi loai) 47 Bang 5.1 Chi phi to chuc chuong trinh 51 Bang 5.2 Bang khoan phi du kien dich vu tu van trang tri noi - ngoai that 53 Bang 5.3 Bang du kien phi co ban dich vu ve sinh nha o 55 Bang 5.4 Bang tinh phi kilm tra va cham soc sue khoe can ho 56 GVHD: TS Duong Dang Khoa ix SVTH: Do Vu Thanh Ddnh gidmire dd hai long cua khdch hang doi v&i dich vu nha &tai khu ddn cu thuong mai 586Hdu Giang PHAN KET LUAN VA KIEN NGHI KET LUAN: "Ddnh gid muc dp hai Idng cua khdch hang doi v&i dich vu nhd &tai khu dan cu thucmg mai 586 Hau Giang" mot db tai cd y nghia thuc tien cao cho cdng ty Phan tich va danh gia miic dd hai long ciia khach hang ve cac djch vu nha d ciia cdng ty de tim nhung hudng giai phap tich cue doi vdi nhung djch vu chua tdt va tim nhiau djch vu mdi nham thda man tdi da nhu ciu cua khach hang Vdi viec danh gia va dua md hinh nghian ciiu wb miic dd hai long cdng ty se cd hudng diau chinh thich hop db dem lai nhung djch vu tdt nhit Ngoai ra, cdng ty can nghian ciiu tham we miic hai long cua khach hang vi ngoai cac bien hien cd cd anh hudng dan miic dd hai long ciia khach hang vin cdn mot so bien anh hudng khac ma bai nghian ciiu van chua kham pha va dua vao md hinh nghian ciiu de danh gia Da tai cdn trinh bay mot sd bien phap nham nang cao djch vu hien cd tai khu dan cu va thuong mai 586 Hau Giang va db xuit tham mot sd djch vu mdi cho khach hang hien tai de nang cao mdi quan he giua cdng ty va khach hang, tao sir gin ket tdt qua trinh phat trien du an Da tai cdn de xuit hudng phat trien cdng ty thdi gian tdi bang viec xay dung mot trang website da ling dung thuong mai dien tii qua trinh giao djch nha va website ciing la mot mang truyen thdng tin giua cac phdng ban cdng ty vdi nhau, tang kat qua lam viec, giam thieu thdi gian qua lai giua cac phdng ban vdi Hoat ddng marketing la hoat ddng khdng the thiau bit ki mdi trudng kinh doanh nao Cho nan cd mot chuong trinh marketing tot se dem lai hieu qua cao ciing nhu dem lai ngudn thu cho cdng ty Cac giai phap marketing tran chi mang tinh chit y tudng de cdng ty tham khao, nau dugc sir dong y thi se dugc xay dung mot chuong trinh marketing cu the de dat ket qua nhu cdng ty mong dgi Hy vgng vdi nhung giai phap ma da tai nau se dugc quy cdng ty xem xet qua trinh hoat ddng ciia cdng ty Tu cdng ty se cd nhung djch vu tot nhit cho khach hang, xay dung mot hinh anh khu dan cu thuong mai hoan hao long khach hang qua cac hinh thuc marketing va hoat ddng PR KIEN NGHI: * Ddi vdi Chinh phu - Ngan hang Nha nude nghian ciiu va hudng dan cac ngan hang thuong mai diau chinh ty trgng cac khoan vay ddi vdi ITnh vuc bit ddng san - Sdm lap Quy hd trg doanh nghiep nhd va vua theo djnh thuong mai cho vay ddi vdi cac doanh nghiep vua va nhd - Da nghj xem xet mian thua gia trj gia tang ddi vdi cac san phim linh kien, may mdc thiat bj nhap khau ma nude chua san xuat dugc phuc vu cac cdng trinh du an cac doanh nghiep nude thuc hien GVHD: TS Duong Dang Khoa 61 SVTH: Do Vu Thanh Ddnh gid mire dd hai long ciia khdch hang ddi v&i dich vunha &tai khu ddn cu thuongmai 586 Hdu Giang - Nghian ciiu siia ddi Luat va cac quy djnh we dau thau, xay dung cac hang rao ky thuat phu hop tao diau kien cho cac doanh nghiep nude tiap can tot hon va tan dung dugc lgi tha tham gia dau thau xay dungva mua sim cdng * Ddi vdi Bo xay du*ng - Coi trgng ka hoach chuan bj dau tu xay dung kat cau ting - Bd Xay dung phdi hop vdi cac Bd, nganh cd lian quan nghian ciiu bd sung, hoan thien he thdng luat phap we nha d va kinh doanh bat ddng san theo hudng tang cudng vai trd, trach nhiem ciia Bd Xay dung va cac Bd, nganh Trung uong viec quan ly thdng nhat we phattrian nha d va hoat ddng kinh doanh bit ddng san - Quan tam ddng hanh cung vdi dja phuong da chi dao hudng dan, ho trg cac ngudn luc cho dja phuong sdm hoan thien cac quy hoach Bd giup do, tao dilu kien thu hiit ngudn vdn nude va cac ngudn khac da dau tu cho cac nhiem vu quan nhu quy hoach, xay dung kat cau tang ky thuat thj, do, uu tian ho trg vdn cho cdng cdng tac quy hoach, phat trien thj * Doi vdi Uy ban Thanh Vi Thanh - Phdi hop vdi vdi Ngan hang Nha nude thao go khd khan; tao gdi kich ciu ddi vdi nhung mat hang san xuat nude nham kich thich siic mua, giai quyet hang tdn kho; kich cau tiau dung ITnh vuc bat ddng san, nhat la ddi vdi can hd chung cu phuc vu ddi tuong cd thu nhap trung binh va thap - Xac djnh nhiem vu quy hoach xay dung, dau tu phat trien ting la ybu to cd y nghia then chdt phat trien kinh ta - xa hdi ciia dja phuong - Thudng xuyan quan tam cdng tac quan ly dau tu xay dung, tian hanh quy hoach lai cac thj, cac vung nong thon de cd chian luge phat trien hgp ly * Ddi vdi Ban lanh dao Cdng ty co phan 586 Hau Giang - Thudng xuyan huan luyen nhan vian cdng ty khdng chi we chuyan mdn ma cdn cac ky nang khac cdng viec va ling xii vdi khach hang - Nang cao chat luong djch vu, thudng xuyan tham dd y kian cua khach hang we cac djch vu hien cd - Md rdng tham nhiau djch vu da phuc vu nhu cau va lgi ich cho khach hang ciia cdng ty - Nang cao va phat trian tham cac hoat ddng we Marketing, thudng xuyan nghian ciiu thj trudng va khach hang de cd the dua nhiau ka hoach phat trien tuong lai GVHD: TS Duong Dang Khoa 62 SVTH: Do Vu Thanh Ddnh gid mire dd hdi long cua khdch hang ddi v&i dich vu nha &tai khu ddn cu thuong mai 586 Hdu Giang TAl LIEU THAM KHAO Van ban phap luat: Bo Luat: Luat Dan Su nam 2005 Luat Nha d nam 2005 Sach tham khao: Trong nirdc: Bui Nguyan Hung & Nguyen Thuy Quynh Loan (2010) Quan Ly Chdt Luang TP Ho Chi Minh: NXB DHQG Hoang Trgng - Chu Nguyen Mdng Nggc (2008) Phan tich du lieu nghien cuu v&i SPSS NXB Hdng Due Kotler, P & Amstrong, G (2004) Nhung nguyen ly tiep thi (tap 2) Thanh Hd Chi Minh: NXB Thong ka Nguyan Dinh Phan (2005) Quan ly chdt lugng cac to chuc Ha Ndi: NXB Lao ddng - Xa hdi Nguyen Dinh Thg & Nguyen Thj Mai Trang (2003) Nguyen ly Marketing TP Hd Chi Minh: NXB Dai hgc Qudc gia Sd Xay Dung tinh Hau Giang(2011) Chuong trinh phat triin nha o tren dia ban tinh Hau Giang giaidoan 2011 - 2015 va dinh huong din nam 2020 Tdng cue thdng ka (2011) Tdng diau tra dan so va nha d Viet Nam nam 2009 10.Tu dian Tieng Viet (2004) Nghia cua tir dich vu NXB Da Nang, tr256 11 Uy ban nhan dan tinh Hau Giang (2011) Bao cao tinh hinh kinh te - xa hoi, quocphdng - an ninh nam 2011, phuong huong, nhiem vuphdt trien kinh te - xa hoi, quoc phong - an ninh nam 2012 Nirdc ngoai: 12.Andreassen, T W and Lindestad, B (1998a) The effects of corporate image in theformation of customer loyalty Journal of Service Marketing 82-92 13.Andreassen, T W and Lindestad, B (1998b) Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise International Journal of Service Industry Management 7-23 14 Chua, C (2004) Perception of quality in higher education AUQA Occasional Publication 15.Elmar Sauerwein, Franz Bailom, Kurt Matzler, Hans H Hinterhuber (1996) Kano's Methods for Understanding Customer-defined Quality Department of Management, University of Innsbruck GVHD: TS Duong Dang Khoa 63 SVTH: Do Vu Thanh Ddnh gid mire dd hdi long cua khdch hang doi v&i dich vu nhd o tai khu ddn cu thuong mai 586 Hdu Giang 16.Fornell, C (1992) A national customer satisfaction barometer, the Swedish experience Journal of Marketing 56 6-21 17 Ge Hua (2007) Discussion su les methodes effectives du management des biens immobilises des universites Canadien Social Science, Vol No October 2007 18 Lewis & Mitchell, 1990; Asubonteng & ctg, 1996; Wisniewski & Donnelly, 1996 19.Martensen A., Gronholdt, L and Kristensen, K (2000) The drivers of customer satisfaction and loyalty Cross-industry findings from Denmark, Total Quality Management, 11, 8544-8553 20 Oliver, R L & W O Bearden (1985) Disconfirmation Processes and Consumer Evaluations in Product Usage Journal of Business Research, tr235-246 21.0'Loughin C and Coenders (2004) Estimation of the European Customer Satisfaction Index: Maximum Likelihood versus Partial Least Squares Application to Postal Services Total Quality Management 12, 9-10, 12311255 22.Parasuraman, A., V.A Zeithaml, & L L Berry (1988) Servqual: a multiple-item scalefor measuring consumer perceptions of service quality Journal of Retailing, tri - 40 23.Parasuraman et al (1985) (dan theo Nguyen Dinh Thg et al, 2003) 24 Zeithaml, V A & M J Bitner (2000) Services Marketing: Integrating Customer Focus Across the Firm Irwin McGraw- Hill Bao, tap chi: 25 La Van Huy (2007) Su dung chi so hai long cua khdch hdng hoach dinh chien luge kinh doanh ngan hang: each tiep can mo hinh ly thuyet Sd 2(19)- 2007 Tap chi Khoa hgc va Cdng nghe, Dai hgc Da Nang Cac trang web: 26.John B Lyons (2001) Do School Facilities really impact a Child's Education Available from http://www.coe.uga.edu/sdpl/articlesandpapers 27 "Khdi niem, phan loai, dac diem bat dong san " http://thongtinphapluatdansu.wordpress.com/2008/01/01/3521/ truy cap 15/07/2012 28."Laisuat dieu hanh dong loatgiam them 1%" http://dantri.com.vn/c76/s235-612658/lai-suat-dieu-hanh-dong-loat-giamthem-l.htm, truy cap 01/07/2012 GVHD: TS Duong Dang Khoa 64 SVTH: Do Vu Thanh Ddnh gid mire ddhai longcua khdch hangddi v&i dich vu nha &tai khu ddn cu thuong mai586 Hdu Giang 29 "Thi trudng nha dat" http://vithanh.haugiang.gov.vn/Detail.aspx?de=232&cm=45&cmc=14 , truy cap 06/06/2012 30 "Vdn de nha o doi voi cdn bo , cong chuc" http://www.google.com.vn/url?sa=t&rcH&q:::::&esrc=s&source=web&cd=l &ved=0CFIOFiAA&url-http%3A%2F%2Fcaicachhanhchinh.gov.vn%2FU ploads%2FNews%2F2042%2Fattachs%2Fvi.BAI%2520U%2520trang%25 2025.pdf&ei=3ciaT5v3Ksmw2QXIufzOCA&usg=AFQiCNGnkYqJw k7p8 RPFJvSli8DzOfBgg, truy cap 15/06/2012 31 http://www.hcmus.edu.vn GVHD: TS Duong Dang Khoa 65 SVTH: Do Vu Thanh Ddnh gid mire hai long cua khdch hang doi v&i dich vu nhd &tai khu ddn cu thuong mai 586 Hdu Giang PHU LUC • • Phuc luc 1: Dan bai thao luan nhdm • • • I Xac dinh cac yeu td tac dong den sir hai long cua khach hang dang su* dung dich vu nha d tai khu dan cu* thirong mai 586 Hau Giang Khi anh/chj su dung djch vu nha d tai khu dan cu thuong mai thi cd nhung yau td nao se mang dan sir hai long cho anh/chj? Theo anh/chj thi each de danh gia yen to (A, B, C, D ) nhu tha nao la phu hop nhat? Vdi yau td (A, B, C, D ) theo anh/chj thi nan ring dung de djch vu nha d ia tdt nh4t? II Goi y them theo nhung chi tieu md hinh minh su* dung Khi anh/chj sdng d khu dan cu thuong mai, kian trric ban ngoai va ban can hd cd dugc anh/chj quan tam? Nau nhung kiln triic dugc thiet ka va xay dung chua diing phong each cua minh thi cd lam giam sir hai long ciia anh/chj \h noi d cua minh? (Hinh anh) Thai dd phuc vu an can, chu dao, nhiet tinh ciia nhan vian tu van khu dan cu cd tac ddng dan sir hai long ciia anh/chj? (Chat lugng cam nhan) Khi tian hanh mua ban can hd tai khu dan cu, nhung thu tuc ky ket hop ddng dugc dian nhanh chdng, ggn gang (vin dam bao theo diing luat) cd lam anh/chj hai long? (Chat lugng cam nhan) Khi chgn mua can hd tai chung cu cd vj tri gan cac trung tam thuong mai, trudng hgc, benh vien, giao thdng thuan tien thi sir hai long cua anh/chj cd dugc tang tham? (Gia trj cam nhan) Chi phi danh cho nhung djch vu khu dan cu (chi phi quan ly, bao hanh, dien nude) cd lam anh/chj quan tam? Nau chat luong djch vu cue tot vdi miic chi phi cao cd lam anh/chj hai long? (Gia trj cam nhan) Mot khu dan cu dugc dam bao an ninh, luon an toan, anh/chj dugc an tam sdng va lam viec cd lam tang tham sir hai long ciia anh/chj? (An ninh/Phap ly) III Due ket lai nhiing dac diem cua cac yeu td tac dong den sir hai long cua khach hang Nhu vay anh/chj se hai long vdi djch vu nha d tai khu dan cu sii dung nhung djch vu cd nhung dac diem sau: Trong nhung yau td vua nau tran, theo anh/chj yau td nao ia quan trgng nhat? nhung yau td nao la quan trgng tiap theo? Xin chan cam on anh/chj da danh thdi gian da tra loi nhung cau hdi va cung cap nhung y kian quy bau cho tdi! GVHD: TS Duong Dang Khoa 66 SVTH: Do Vu Thanh Ddnh gid mire dd hdi long cua khdch hang doi v&i dich vu nha &tai khu ddn cuthuong mai 586 Hdu Giang Phu luc 2: BANG CAU HOI KHAO SAT (Chi dp dung cho cd nhan, ho giadinh dang sudung dich vu nhd &cua Cdng ty 586- Hdu Giang) — soOoa Chdo ong/bd! Toi ten: Do Vu Thanh hien la sinh vien nganh Quan tri kinh doanh, trudng DH Vo Trudng Toan Hien nay, toi dang tien hanh nghien cuu de tai "Ddnh gid mite hdi long cua khdch hang ddi v&i dich vu nha &tai khu dan cwthwang mai 586Hau Giang" di giup cong ty Co Phdn 586 Hdu Giang biet duoc muc hdi Idng cua khdch hang hien ddi v&i dich vu nhd d sao, dong thdi la co so di cong ty nang cao chdt luong cung cap dich vu, dap ung day du nhvtng mong muon, nhu cau cua khdch hang, mang din cho khdch hdng su hdi long tuyet doi ve dich vu cua cong ty De cd duoc nhung thong tin tot nhat nhdm hoan thien chdt luong dich vu tai khu ddn cu, xin ong/bd ddnh chut thdi gian trd loi mot so cau hdi duoi day, xin chan cam on! THONG TIN CA NHAN Ql Ho ten dap vien: Q2 Gidi tinh (1: nam; nu): l.Nu: • Nam • Q3 Q4 Nam sinh : Dja chi: Q5 Nghe nghiep chinh cua 6ng/ba la gi? Vien chiic nha nude • Cong nhan Nong dan • • Tiau thuong Nghi huu D • Khac D Q6 Co quan, don vj 6ng/ba dang lam viec: Q7 6ng/ba la: Chu ho • Thanh vien gia dinh D Q8 So vien gia dinh cua 6ng/ba la bao nhieu ngudi?: Q9 So vien dang song chung can ho cua 6ng/ba lao bao nhieu ngudi: Q10 Tinh trang hon nhan cua 6ng/ba: Ddc than • Dang cd vg/ch6ng • Ql Trinh hoc van cua 6ng/ba: GVHD: TS Duong Dang Khoa 67 SVTH: Do Vu Thanh Ddnh gid muc dd hdi long cua khdch hang doi v&i dich vu nhd &tai khu ddn cuthuong mai 586 Hdu Giang WUXMSSM^; Xin ong/ba cho biet y kien cua ong/ba vk cac phat bieu sau bang each khoanh tron vao so thich hop tuong ring ve cac djch vudo Cong ty C6 phan 586 Hau Giang cung cap, Vdi: Rat khong hai long 3HBp Q12 Q13 Khong hai long Trung lap Hai long 111^^ Rat hai long iilHIH Moi trudng xung quanh can ho cua toi rat t6t Kien true ben ngoai can ho cua toi rat hien dai Kien true ben can ho cuatoi r& sang Q15 Nhan vien cdng ty luon san long phuc vu ong/ba Q16 Nhan vien cong ty luon co mat kip thdi ong/ba co yeu cau Q17 Nhan vien cong ty luon giai dap thac mac tan tinh cho ong/ba Q14 5 5 5 Q18 Nhan vien cong ty rat lich su Q19 Q20 Nhan vien cong ty rat than thien Nhan vien cong ty luon phuc vu nhanh nhen Q21 Can ho gan nhung dja diem trung tam (chg, trudng, benh vien, 5 5 5 5 5 dudng ldn ) Q22 Can ho cd gia hop ly Chi phi djch vu cong ty cung cap la hop ly Q24 Chi phi quan li cong ty cung cap la hop ly Q25 Chi phi bao hanh cong ty cung cap la hop ly Q26 Chi phi dien nude cong ty cung cap la hop ly Q27 Chi phi rac thai cong ty cung cap la hop ly Q28 Cong ty co chinh sach ho trg ve mat phap li hoan hao Q29 Khu vuc trung tam thuong mai rat an ninh Q30 Ong/ba rat hai long vdi dich vu Cong ty cung cap Q23 Q31 Ong/ba da su dung can ho dugc bao lau? thang Q32 Tong thu nhap hang thang cua gia dinh la: trieu dong Q33 Ong/ba biet dugc thong tin chu yeu ve khu dan cu de mua can ho tu (chon loai quan nhat): Ngudi quen gidi thieu Quang cao tu bao dai, internet Ngudi moi gidi Khac GVHD: TS Duong Dang Khoa 68 SVTH: Do Vu Thanh Ddnh gid muc dd hai long cua khdch hang doi v&i dich vu nha &tai khu ddn cu thuong mai 586 Hdu Giang Phu luc 3: PHAN TICH DtT LIEU BANG SPSS PHAN TICH THONG KE MO TA 1.1 Gidi tinh Giai tinh Cumulative Frequency Valid 1.2 Percent Valid Percent Percent NO 13 32.5 32.5 32.5 Nam 27 67.5 67.5 100.0 Total 40 100.0 100.0 Ngha nghiep Nghe iighiep Cumulative Frequency Valid Vien chCpc nha nimc Valid Percent Percent 20 50.0 50.0 50.0 Cong nhan 12.5 12.5 62.5 Nong dan 2.5 2.5 65.0 11 27.5 27.5 92.5 Nghi hiai 5.0 5.0 97.5 khac 2.5 2.5 100.0 Total 40 100.0 100.0 Tieu thirong 1.3 Percent Sd vian gia dinh S6 vien gia dinh Cumulative Frequency Valid Percent Valid Percent Percent 2.5 2.5 2.5 20.0 20.0 22.5 23 57.5 57.5 80.0 15.0 15.0 95.0 5.0 5.0 100.0 40 100.0 100.0 Total GVHD: TS Duong Dang Khoa 69 SVTH: Do Vu Thanh Ddnh gid mite hdi long ciia khdch hang doi v&i dich vu nhd &tai khu ddn cu thuong mai 586 Hdu Giang 1.4 Trinh hoc van Trinh hoc van Cumulative Frequency Valid Percent Valid Percent Percent 10 7.5 7.5 7.5 12 18 45.0 45.0 52.5 12.5 12.5 65.0 CO 10.0 10.0 75.0 OH 17.5 17.5 92.5 TC 7.5 7.5 100.0 40 100.0 100.0 Total 1.5 Nguon thong tin den vdi khach hang 6ng/ba biet dircyc thong tin chu yeu ve khu dan clp de mua can ho tip Cumulative Frequency Valid Percent Valid Percent Percent Ngipoi quen gioi thieu 17 42.5 42.5 42.5 Quang cao ti> bao dai, 12.5 12.5 55.0 16 40.0 40.0 95.0 Khac 5.0 5.0 100.0 Total 40 100.0 100.0 internet NgiKW moi giai DANH GIA DO TIN CAY BANG THANG DO CRONBACH'S ALPHA 2.1 Hinh anh: Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized Alpha Items 643 N of Items 708 Item-Total Statistics Corrected Item- Squared Cronbach's Scale Mean if Scale Variance Total Multiple Alpha if Item Item Deleted if Item Deleted Correlation Correlation Deleted V1 8.78 1.256 674 529 449 V2 8.35 1.362 347 126 678 V3 8.13 420 654 559 403 GVHD: TS Duong Dang Khoa 70 SVTH: Do Vu Thanh Ddnh gid muc dd hai long ciia khdch hang doi v&i dich vu nha &tai khu ddn cuthuong mai 586 Hdu Giang 2.2 Chat luong cam nhan Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized Alpha Items 636 N of Items 678 Item-Total Statistics Scale Mean if Item Deleted Corrected Item- Squared Cronbach's Scale Variance Total Multiple Alpha if Item if Item Deleted Correlation Correlation Deleted V4 7.32 4.276 530 374 518 V5 7.48 5.897 357 292 606 V6 7.12 4.676 325 126 624 V7 7.55 5.792 446 373 588 V8 7.48 5.948 334 245 611 V9 7.17 4.558 373 211 599 2.3 Gia tri cam nhan Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized Alpha Items 749 N of Items 763 Item-Total Statistics Corrected Item- Squared Cronbach's Scale Mean if Scale Variance Total Multiple Alpha if Item Item Deleted if Item Deleted Correlation Correlation Deleted V10 13.48 3.230 605 695 695 V11 12.68 3.251 410 267 732 V12 13.50 2.974 547 532 699 V13 12.75 3.321 349 294 747 V14 12.90 3.221 420 291 730 V15 13.48 3.128 690 795 678 V16 13.03 3.461 327 186 748 GVHD: TS Duong Dang Khoa 71 SVTH: Do Vu Thanh Ddnh gid muc hdi long ciia khdch hang ddi v&i dich vu nhd &tai khu ddn cu thuong mai 586 Hdu Giang 2.4 An toan - phap ly Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized Alpha Items 696 N of Items 697 Item-Total Statistics Corrected Item- Squared Cronbach's Scale Mean if Scale Variance Total Multiple Alpha if Item Item Deleted if Item Deleted Correlation Correlation Deleted V17 3.30 215 535 286 V18 2.60 246 535 286 a a a The value is negative due to a negative average covariance among items This violates reliability model assumptions You may want to check item codings PHAN TICH NHAN TO KHAM PHA EFA KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 600 Approx Chi-Square 199.925 df 91 Sig GVHD: TS Duong Dang Khoa 000 72 SVTH: Do Vu Thanh Ddnh gid miee dd hdilongcua khdch hang ddiv&i dich vu nhd &taikhu ddn cu thuong mai 586 Hdu Giang Rotated Component Matrix3 Component V15 929 V10 897 V12 760 V4 751 V7 672 V5 571 V8 556 V9 556 V6 552 V1 841 V3 774 V2 570 V17 905 V18 807 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization, a Rotation converged in iterations HOI QUY TUYEN TINH BOI Variables Entered/Removed3 Model Variables Variables Entered Removed GTrN Method Stepwise (Criteria: Probability-of-Fto-enter = 100) a Dependent Variable: V19 GVHD: TS Duong Dang Khoa 73 SVTH: Do Vu Thanh Ddnh gid mice hai long ciia khdch hang doi v&i dich vu nhd &tai khu ddn cu thuong mai 586 Hdu Giang in Model Adjusted R Std Error of the Square Estimate R Square 327a 107 083 Durbin-Watson 650 2.099 a Predictors: (Constant), GTrN b Dependent Variable: V19 ANOVAc Sum of Squares Model Regression Mean Square df 1.921 1.921 Residual 16.079 38 423 Total 18.000 39 Sig 4.541 040a a Predictors: (Constant), GTrN b Dependent Variable: V19 Coefficients3 Model Standardized Unstandardized Coefficients B (Constant) GTrN Coefficients Std Error 1.282 581 607 285 Beta Collinearity Statistics Sig t 327 2.206 034 2.131 040 Tolerance 1.000 a Dependent Variable: V19 GVHD: TS Duong Dang Khoa 74 SVTH: Do Vu Thanh VIF 1.01 Ddnh gid mice ddhdi longcua khdch hang ddi v&i dich vu nhd &tai khu ddn cu thuong mai586 Hdu Giang Excluded Variables Model Collinearity Statistics Partial Beta In Sig t Minimum Correlation Tolerance VIF Tolerance TDN 218a 1.430 161 229 988 1.012 988 HAN -.056a -.328 745 -.054 842 1.187 842 ATN 161a 1.049 301 170 997 1.003 997 a Predictors in the Model: (Constant), GTrN b Dependent Variable: V19 GVHD: TS Duong Dang Khoa 75 SVTH: Do Vu Thanh