Thông tin tài liệu
BO GIAO DUC VA DAO TAO TRUONG DAI HOC KINH TE THANH PHO HO CHi MINH t to - -oOo- - ng hi ep MAIVANDAT w n lo ad y th cAc YEU TO ANH HU6NG ju yi DEN su HAl LONG CUA THUC KHACH • • pl n ua al VE CHAT LUONG DICH VU TlEC CUOI- n va TRUONG HOP AP DUNG TAl • • • ll fu NHA HANG TlEC CUOI DONG PHUONG • oi m at nh CHUYEN NGANH : QUAN TRJ KINH DOANH z z jm ht vb : 60.34.05 MAS6 ; - 86 Glf\o ouc DAO TAO ~ _ I I l TRLiCiNG D{l.l HOC KINH TE TP.HCM i k _ ' gm LU~N VAN TH~C Sl KINH Tft~T anh hu6ng den S\1' hai long clia thvc khach v€ ch~t luqng dich V\l ti~c cu&i - trubng hqp ap d1.mg t~i nha hang w ti~c cu&i Dong Phuong" la cong trinh chinh ban than toi nghien c(ru n lo Toi xin hoan toan chiu trach nhi~m v€ nQi dung va tinh trung thvc cua d€ tai ad nghien Clru ju y th yi Tac gia pl n ua al n va fu ll Mai Van D~t oi m at nh z z k jm ht vb om l.c gm an Lu n va re Ml)CLl)C t to ng Ml)CLl)C hi ep DANH Ml)C BANG BIEU VA HINH DANH Ml)C TUVIET TAT w TOM TAT NOI DUNG LUAN VAN n lo ad LYDO CHQNBE TAl y th Ml}C TIEU NGHIEN CUD ju yi BOI TlfQNG VA PRAM VI NGHIEN CUu pl ua al PHVdNG PHAP NGHIEN CUu n Y NGHIA THljC TIEN CUA BE TAI va cAu TRUC CUA LU!N VAN n ll fu SO LY THlJYET VE CHAT LlfQNG oi m CHVdNG 1: Cd DlCH V1) at nh 1.1 Gicri thi~u khai quat vS nghi thuc t6 chuc ti~c cu6i t~i nha hang ti~c cu6i Bong Phu011g z z k jm ht vb 1.2 M9t s6 khai ni~m vS SlJ hai long cua khach hang 1.2.1 Khai ni~m vS dich vv 1.2.2 Khai ni~m vS chfit luQTig 1.2.3 Mo hinh chfit lm;mg dich vv 7 gm l.c 1.3 M6i quan h~ giua chfit lm;mg dich V\1 va SlJ hai long cua khach hang 16 om CHU'dNG 2: THIET KE NGHIEN CUD 19 an Lu re 2.2 Thang 26 2.2.1 Thang chfit luQTig dich V\1 ti~c cu6i 26 2.2.2 Thang muc d9 hai long cua thvc khach 28 n 19 19 25 26 va 2.1 ThiSt kS nghien cl!u 2.1.1 Nghien cl!u sa bQ 2.1.2 Mo hinh nghien Cll'U va cac gia thuySt 2.1.3 Nghien cl!u chinh thuc CHUdNG 3: KET QUA NGHIEN CUu 30 t to ng 3.1 Thong tin mfiu nghien c(ru 30 hi ep 3.2 Phuong phap xu ly s61i~u 31 w 3 KiSm dinh thang va kSt qua nghien Clru 3 KiSm dinh thang b~ng h~ s6 tin c~y Cronbach' s alpha 3.3 Phan tfch ySu td kham pha EFA 3.3.3 Phan tich hdi quy 43 3.3 KiSm dinh S\f khac bi~t vS muc d9 hai long theo cac d~c diSm ca nhan 45 3.3 Banh gia chung vS chit luQTig dich V\1 ti~c cu&i va muc d9 hai long cua th\fC khach tt;ti nha hang ti~c cu&i Bong Phuong n lo ad ju y th yi pl al n ua CHUdNG 4: MQT SO GIAI PHAP NHAM NANG CAO CHAT LlfQNG DlCH VlJ TI~C Clfdi T~I NHA HANG TI$C ClfOI BONG PHUONG 52 n va ll fu 4.1 MOT SO GIAI PHAP NHAM NANG CAO cHAT LU'dNG DICH VU TI~C cudr CUA NHA HANG TI~C cudr BONG PHUONG : · 52 4.1.1 Nang cao nang l\fc phl)c vv 52 4.1.2 Nang cao muc d9 dap l1ng 56 4.1.3 Nang cao phuong ti~n v~t chit hiiu hinh 60 oi m at nh z z 4.2 KET LU!N 67 vb k jm ht TAr Lr~u THAM KHAo 70 gm Phv L\lc 1: 72 om l.c Phv Lvc 2: 74 n a Lu Phv Lvc 3: 77 n va Ph'\1 Lvc 4: , 85 re Ph\1 Ll:IC 5: 89 - -; - - DANH Ml}C BANG BIEU VA HINH t to ng hi DANH Ml}C cAc BANG ep Trang w Bang 1.1: Thang Servqual 11 n lo Bang 2.1: Danh sach cac chuyen vi en 20 ad Bang 2.2: Bi€n quan sat cua thang Servqual duqc di~u chinh b6 sung lfin 23 y th Bfmg 2.3: Thang chAt luqng djch Vl,1 ti~c cu&i 27 ju yi Bang 2.4: Thang muc d9 th6a man cua th\fc khach 28 pl Bang 3.1: H~ s6 tin c~y Cronbach Alpha cua cac y€u t6 chfrt luqng dich vv al cu&i 32 n ua ti~c n va Bang 3.2: H~ s6 Cronbach Alpha cua thang mire d9 hai long cua fu th\fc khach 35 ll Bang 3.3: K€t qua phan tich EFA cua thang chfrt luqng dich Vl,1 m • ••• •••.•.••• 36 oi Bang 3.4: H~ s6 Cronbach Alpha cua cac y€u t6 lu0ng chfrt luqng dich VV nh cu&i 37 at ti~c z Bang 3.5: Thang chAt luqng dich vv ti~c cu&i da ki€m dinh sa b9 39 z ht vb Bang 3.6: H~ s6 Cronbach Alpha cua thang mire d9 hai long 41 jm Bang 3.7: K€t qua EFA cua thang miredi, gi&i tinh, trinh d9 hQc vAn, phftn lao d9ng, thu nh~p ) ju Phftn m€m phan tich thfmg ke SPSS 16.0 duqc sir d1,mg d~ phan tich du li~u yi a chuong tac gia gi6'i thi~u khai quat v€ nghi thfrc t6 chl:rc ti~c cu6'i t~i nha pl ua al hang ti~c cu&i Dong Phuong, sa c6 ly thuy~t v€ chAt luqng dich V\1, thang chAt n luqng dich V\1 (thang Servqual) cua Parasuraman, trinh bay mo hinh nam khoang va n each chAt luqng dich V\1 va m6i quan h~ gifra chAt luqng dich V\1 va S\l' hai long cua ll fu khach hang K€t qua ki~m dinh va chl:rng minh m6i quan h~ gifra chAt luqng djch V\1 oi m va S\l' hai long cua khach hang qua d€ tai "Do lu(mg chAt luqng vui chai giai tri Tp.HCM at nh ngoai troi ti;ti Tp.HCM" cua Nguyen Dinh ThQ va nh6m giang vien di;ti hQc Kinh T€ z chAt luqng dich V\1 z vb a chuong 2, dl!a vao ca sa ly thuy€t v~ a chuong 1, cac thang Nghien cfru dinh luqng duqc thlJc hi~n jm ht Nghien cfru djnh tinh dugc thlJc hi~n nh~m di~u chinh, b6 sung bi€n quan sat cho v&i 200 thlJc khach thong qua k gm phi€u khao sat y ki€n th1Jc khach da tung tham d\l' ti~c cu&i cac nha hang ti~c cu&i om l.c ph6 H6 Chi Minh d~ xay dlJng mo hinh nghien cfru va ki~m dinh thang an Lu a chuong 3, d1Ja vao mo hinh nghien cfru va cac thang da xay d\l'fig chuong tac gia th1Jc hi~n ki~m djnh thang b~ng h~ s6 tin c~y Cronbach' s bi~n t6ng nho hon 0.3, cac bi€n se bi loi;ti phan tich EFA K~t qua phan tich y~u t6 dua mo hinh S\1' hai long cua th\l'c khach t~i cac nha hang ti~c cu&i re ti€n nha hang trang tri n6i b~t), hh10 (16i vao nha hang si;tch se) c6 h~ s6 tuong quan n c6 cac bi€n: pv5 (nhan vien phvc vl,lluon huang m~t v~ phia th\l'c khach), hh7 (m~t va Alpha, K€t qua cho th~y h~ s6 Cronbach Alpha cua c·ac y~u t6 thang d€u d~t, chi th~mh ph6 H6 Chi Minh g6m y€u t6: sv an to~m mfrc d() dap frng, nang lvc t to pht.IC V\1 va phuong ti~n v~t chdt hiiu hinh K€t qua h6i quy cho thdy chi c6 y€u t6 ng tac d()ng d€n SlJ hai long CUa thlJC khach d6 la: ( 1) y€u tf> nang llJC pht)C V\1 CO tac hi d()ng mli!nh nhdt dSn sv hai long cua thvc khach (0.318); (2) ySu t6 mfrc d() dap frng ep (0.254); va (3) phuong ti~n v~t chdt hiiu hinh c6 tac d()ng y€u nhdt (0.223) w Dva vao di~m trung binh cua cac y€u t6 danh gia chdt luqng dich V\1 t~i nha n lo hang ti~c cu6i Dong Phuong cv th~ la di€m trung binh cua bi€n ph\1 thu()c X (Nang ad lvc phvc V\1) theo danh gia cua thvc khach chi la 3.4248, thdp hon di~m trung binh y th cua y€u t6 nang h,rc phvc V\1 chung cho cac nha hang (3 4969) Di€u c6 nghia la ju yi nha hang ti~c cu6i Dong Phuong nen uu tien quan tam ddu tu cao nhdt cho y€u t6 pl al nang lvc phvc V\1· Sau thang da duqc xu ly, ti€p t\}c thvc hi~n pharr tich n ua phuong sai y€u t6 d~ ki~m dinh c6 sv khac bi~t cua m()t s6 y€u t6 nhu: d() tubi, va trinh d() hQC vdn, thu nh~p va phdn lao d()ng d€n ffilrC dQ hai long CUa thlJC n khach v~ chdt luqng dich V\1 ti~c cu6i hay khong? K€t qua pharr tich cho thdy chi c6 fu ll y€u t6 thu nh~p la c6 sv khac bi~t Giai thich cho sv khac bi~t la nhfing thvc m oi khach c6 thu nh~p cao thung d6n om l.c Valid Hoim toan khong d6ng y gm B?ang 3.s: Mewan nm , rm h h oat, h'~1eu b'A1et va• co, d uyen " Phftn Phftn tram Tdn s6 tram hqpl~ 1.6 1.6 3.1 3.1 4.7 Binh thu(mg 28 43.8 43.8 48.4 D6ng y 28 43.8 43.8 92.2 7.8 7.8 100.0 64 100.0 100.0 n va re Total n Hoan toan d6ng y a Lu Khongd6ngy 1.6 - 81 - t to B"ang 3.9 : M'on an ~ ngon va ay an ng Phfin tram Tfui s6 hi ep Valid Hoan tmin khong dbng y Khong dbngy Binh thu(mg w n lo Dbngy Hoan toan dbng y Total ad 3.1 3.1 3.1 6.2 6.2 9.4 30 46.9 46.9 56.2 25 39.1 39.1 95.3 4.7 4.7 100.0 64 100.0 100.0 ju y th yi Phfin tram hqp Phfui tram c()Iig dbn I~ pl B"an_g 310 B'an d U' pih'ong_ d U'O'C p h UC VU C h u d'ao n h 1f b'an c h'm h t h'lfC al n ua Tfui s6 n va Valid Hoan toan khong dbng y ll fu Khongdbngy Binh thu(mg Phfin tram m 1.6 1.6 1.6 14.1 14.1 15.6 22 34.4 34.4 50.0 24 37.5 37.5 87.5 12.5 12.5 100.0 64 100.0 100.0 Total at nh Hoan toan dbng y hqpl~ PhAn tram c(>ng dbn oi Dbngy Phfin tram z z s1 h d"'ong gmp vm.sm TAns6 PhAn tram jm Ph An tram ht vb B"ang 311 B ann h ac va ca hqpl~ PhAn tram c(>ng dbn k Valid Hoan toan khong dbng y ' Khong dongy 3.1 3.1 3.1 14.1 14.1 17.2 Binh thu(mg 25 39.1 39.1 Dbngy 24 37.5 37.5 6.2 6.2 64 100.0 100.0 56.2 om 93.8 an Lu 100.0 n va Total l.c Hoan toan dbng y gm TAn s6 Ph fin tram Phfui tram hqpl~ PhAn tram c(>ng dbn re Bang 3.12: Nhan vien ph\Jc v1}luon co m~t t~i him ti~c tir hie bit d§u nh~p ti~c cho d~n khach dfrng d~y v~ - 82- t to 4.7 4.7 4.7 4.7 4.7 9.4 Binh thubng 26 40.6 40.6 50.0 D6ngy 27 42.2 42.2 92.2 7.8 7.8 100.0 64 100.0 100.0 Khongd6ngy ng hi ; Valid Hoan toan khong d6ng y ep Hoan toan d6ng y w n Total lo ad an_g ju y th ucvu b'an VUI'tU'01 n h en h'an~ t rong t'rrng th ao t,ac pJh uc vu Ph~n Ph~n tram Ph~n tram tram T~ns6 cngy n Binh thu
Ngày đăng: 31/07/2023, 09:14
Xem thêm: