Luận văn thạc sĩ Các yếu tố ảnh hưởng đến ý định thay đổi nhà cung cấp dịch vụ điện thoại di động của khách hàng

B GIÁO D I H C KINH T TP H O CHÍ MINH - BÙI TH KIM TI N CÁC Y U T I NHÀ CUNG C P D CH V C A KHÁCH HÀNG LU TP H Chí Minh NH N THO I NG B GIÁO D O I H C KINH T TP H CHÍ MINH - BÙI TH KIM TI N CÁC Y U T NH I NHÀ CUNG C P D CH V N THO I NG C A KHÁCH HÀNG Chuyên ngành: Qu n tr kinh doanh Mã s : 60340102 LU NG D N KHOA H C: TS BÙI TH THANH TP H Chí Minh i L nghiên c u nhà cung c p d ch v n tho i ng c a khách hàng cơng trình nghiên c u c a riêng b n thân Các s li g th y ut u tra, k t qu nghiên c u nêu lu n c công b b t k tài li u khác ii TÓM T T LU Th d ch v n tho ng th i ng t i Vi t Nam hi n có nhi u nhà cung c p v i s phát tri n cơng ngh nhi u sách h p d n t nhà cung c p c nh tranh, khách hàng ngày d vi c l a ch n nhà cung c p d ch v u d n hi ng khách hàng i nhà cung c p gây n hi u qu kinh doanh c a doanh nghi p M t khác, khách hàng y u t quy nh th ph n doanh thu c a doanh nghi p, nói cách khác y u t quy doanh nghi p th nh thành cơng c a ng Vì v y, gi chân phát tri n khách hàng b n v ng nhi m v c t lõi c a m i doanh nghi p Xu t phát t y u t m c tiêu c a nghiên c u xây d ng mơ hình v ng i nhà cung c p d ch v ng c a y u t T sách t p trung phù h Trên ng p hi u có nh ng gi chân khách hàng thu hút khách hàng m i lý thuy t v nh hành vi y u t i nhà cung c p d ch v , nghiên c kh o sát m t s ng mơ hình d ng d ch v Thành ph H Chí Minh K t qu nh y u t nh n tho xu t, ti n hành ng th ng t yêu c xác c 350 m u kh i nhà cung c p d ch v K t qu phân tích h s l nhóm y u t K t qu t v i bi n t ng y t t c 34 bi ti p t u phù h p c s d ng v i t p 34 bi i di n cho nhóm y u t K t qu có bi n khơng phù h p b lo i, bi n l i khơng có s s p x p l i nhóm, mơ hình nghiên c y u t v i 32 bi xu ó y u t C u ch nh, có c d ch v , Ch cung c p, Cam k t c a nhà cung c p, Ki th c v l a ch n thay th Nh n th c c a nh ng c a d ch v t, Chi phí chuy i tham kh o i, Ki n iii K t qu phân tích h i quy cho th y, c y u t xu t i nhà cung c p d ch v theo th t v m tr ng bao g m: Ki i tham kh o Ki quan t, Cam k t c a nhà cung c p, Ki n th c v l a ch n thay th , Chi phí chuy c a nh u có i, Ch ng c a d ch v cung c p, Nh n th c c d ch v nh s khác bi t, nghiên c s d ng bình quân t 500 t lu n, khách hàng có m n 000 c ng/tháng khách hàng có thu nh i nhà cung c p d ch v T k t qu nghiên c u, tác gi xu t m t s ki n ngh nh m gi chân khách hàng hi n t i thu hút khách hàng m i n nhóm khách hàng có m ng/tháng khách c s d ng bình qn t 500 hàng có thu nh p trung bình l n 000 ng/tháng Các gi ng ki m sốt tồn b quy trình cung c p d ch v k m ki m soát t nhi u d ch v t ng th i p tranh th nh ng nh n th c tích c c c a nh ng c tham kh o; tr ng xây d ng h t ng không ng ng nâng cao ch t l ng; tr ng vi c xây d ng hình nh doanh nghi p nhi u sách hi u qu phù h p v i nhu c u khách hàng; quan tâm th c hi cam k t v i khách hàng, tr ng trì m i quan h v i khách hàng; tr tranh h p lý n ch ng nghi p v c xây d c c nh iv M CL C Trang i ii iv vii ix bi x 1.1 1.2 01 03 1.3 1.4 04 1.6 05 05 2.1 06 2.1.1 06 hành vi 03 04 1.5 2.1.2 xi 06 06 07 v 2.1.3 08 2.2 2.2.1 D 2.2.1.3 HCM 10 2.2.1.4 11 2.2.2 12 2.2.2.1 N nto´n, Carmen Camarero and Mirtha Carrero (2007) .12 2.2.2.2 14 2.2.2.3 Wen-Yi Lai 15 HCM 16 2.2.3 .19 C 21 3.1.1 22 3.1.1.1 22 22 3.1.2 25 25 vi Tóm t 26 27 27 28 K 29 29 4.1.1 4.2 30 4.2 31 31 4.2 33 33 36 4.3.1 37 n 37 4.3.2 4.3.3 38 39 4.3.4 40 4.4 Dị tìm 42 42 vii 43 4.5 44 4.6 45 45 c 46 46 47 4.6 48 4.7 Phân 5.1 5.2 5.3 P 49 50 52 54 57 viii EVN Telecom GTGT Gtel KMO Kaiser-Meyer-Olkin SEM Structual Equation Modelling ( ) S-Fone -Telecom TPB ) TP HCM TRA VMS Theory of Reasoned Action ( - VNMobile Vietnamobile VNP Vinaphone VNPT Vietnam Posts and Telecommunications Group ( hông ) VTL Mobile - i nhà cung c p d ch v Reliability Statistics Cronbach's Alpha N of Items 775 Item Statistics YD1 YD2 YD3 Mean Std Deviation 3.45 758 3.49 748 3.38 660 N 350 350 350 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Corrected Item- Cronbach's Alpha if Item Deleted Total Correlation Item Deleted YD1 6.87 1.465 659 640 YD2 6.82 1.522 632 672 YD3 6.94 1.833 548 762 Ph l c 6: K t qu phân tích nhân t khám phá Phân tích nhân t y u t i nhà cung c p L n v i 34 bi n quan sát KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .906 7.788E3 561 000 Total Variance Explained Extraction Sums of Squared Loadings Initial Eigenvalues Component Total 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 10.304 3.671 3.047 1.972 1.742 1.610 1.483 937 721 660 602 577 522 463 454 451 440 377 368 355 346 319 314 291 274 261 249 231 204 199 178 156 125 100 % of Variance 30.304 10.796 8.962 5.799 5.125 4.735 4.361 2.756 2.122 1.940 1.771 1.698 1.535 1.363 1.336 1.325 1.293 1.108 1.081 1.045 1.018 939 924 854 805 766 732 681 599 584 522 460 368 293 Extraction Method: Principal Component Analysis Cumulative % Total 30.304 10.304 41.100 3.671 50.062 3.047 55.861 1.972 60.986 1.742 65.721 1.610 70.082 1.483 72.838 74.959 76.899 78.670 80.368 81.903 83.266 84.602 85.927 87.220 88.328 89.409 90.454 91.472 92.411 93.335 94.190 94.995 95.761 96.493 97.174 97.773 98.357 98.879 99.338 99.707 100.000 % of Variance 30.304 10.796 8.962 5.799 5.125 4.735 4.361 Cumulative % 30.304 41.100 50.062 55.861 60.986 65.721 70.082 Rotation Sums of Squared Loadings Total % of Cumulative Variance % 4.168 12.257 4.100 12.060 3.703 10.890 3.289 9.675 3.247 9.549 2.731 8.032 2.591 7.619 12.257 24.317 35.207 44.882 54.431 62.462 70.082 Rotated Component Matrix a Component GC1 GC2 GC3 GC4 GC5 CL1 CL2 CL3 CL4 CL5 CK1 CK2 CK3 CK4 CK5 XD1 XD2 XD3 XD4 XD5 CP1 CP2 CP3 CP4 CP5 TT1 TT2 TT3 TT4 TT5 AH1 AH2 AH3 AH4 -.024 021 056 035 -.038 097 073 105 114 069 028 034 152 080 113 095 075 145 103 080 841 871 900 902 879 131 081 080 108 047 306 082 076 090 149 110 061 048 101 089 101 187 140 081 074 123 068 097 122 120 183 142 100 064 080 036 071 111 113 841 867 855 849 854 262 158 125 229 013 117 102 213 262 171 133 171 177 187 161 106 194 294 376 727 769 795 791 748 103 143 093 062 033 078 132 108 129 132 193 154 049 078 081 086 122 284 298 762 853 734 743 495 068 170 072 230 197 255 163 156 161 115 104 106 031 097 050 077 076 124 138 177 055 113 -.017 180 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 175 150 161 043 017 128 151 176 094 402 817 733 784 693 562 278 201 161 214 170 088 069 044 068 084 131 060 102 094 086 023 014 100 087 782 812 783 554 403 218 103 145 120 163 164 074 100 131 167 140 137 059 150 119 002 060 028 002 -.012 096 143 074 091 084 000 094 -.066 157 -.017 117 075 -.020 003 135 059 003 115 060 064 -.061 076 146 099 154 126 071 077 095 108 099 129 046 074 093 150 210 141 181 622 813 778 775 L n 2, Lo i bi n GC5 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .905 7.669E3 528 000 Total Variance Explained Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings % of Cumulative % of % of Cumulative Total Cumulative % Total Variance % Variance Variance % Initial Eigenvalues Component Total 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 10.155 3.610 3.047 1.946 1.733 1.609 1.465 796 682 636 592 523 471 456 452 444 391 368 355 353 325 315 292 274 261 249 234 204 202 178 157 125 100 30.773 10.941 9.233 5.898 5.252 4.875 4.440 2.411 2.066 1.926 1.793 1.585 1.426 1.381 1.370 1.345 1.184 1.116 1.076 1.070 983 955 886 830 790 756 709 617 612 540 477 380 302 30.773 10.155 41.714 3.610 50.946 3.047 56.845 1.946 62.096 1.733 66.972 1.609 71.412 1.465 73.823 75.890 77.816 79.609 81.194 82.620 84.002 85.371 86.716 87.900 89.016 90.092 91.162 92.146 93.101 93.987 94.817 95.607 96.362 97.072 97.689 98.301 98.841 99.318 99.698 100.000 30.773 10.941 9.233 5.898 5.252 4.875 4.440 30.773 41.714 50.946 56.845 62.096 66.972 71.412 4.159 4.103 3.698 3.242 3.231 2.587 2.546 12.602 12.434 11.205 9.823 9.791 7.840 7.716 12.602 25.036 36.242 46.065 55.856 63.695 71.412 Rotated Component Matrix a Component GC1 GC2 GC3 GC4 CL1 CL2 CL3 CL4 CL5 CK1 CK2 CK3 CK4 CK5 XD1 XD2 XD3 XD4 XD5 CP1 CP2 CP3 CP4 CP5 TT1 TT2 TT3 TT4 TT5 AH1 AH2 AH3 AH4 -.029 014 050 031 094 070 102 109 070 028 035 152 079 111 093 072 143 101 078 841 872 900 901 879 132 080 079 107 047 306 082 076 089 153 113 065 052 092 103 188 141 085 075 124 068 098 123 121 184 143 102 065 080 036 071 111 112 841 868 855 849 855 262 159 124 230 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 029 137 121 215 174 138 180 191 177 163 107 197 301 385 731 773 799 795 751 103 142 096 064 036 076 133 111 132 133 195 151 050 081 166 135 147 056 135 152 171 079 427 821 736 783 688 553 275 197 156 212 167 090 073 042 067 081 136 061 099 092 088 019 021 099 086 096 104 138 289 764 855 739 752 486 064 164 068 230 198 255 164 157 161 116 104 106 033 098 052 074 076 125 138 176 056 110 -.019 183 -.021 110 069 -.018 135 057 -.001 108 068 065 -.060 077 145 096 153 124 069 076 094 109 101 128 046 073 095 150 209 140 181 621 816 778 774 788 824 793 532 199 093 142 129 126 159 068 100 132 170 129 128 051 137 109 -5.415E-5 054 031 005 -.005 085 135 072 086 076 001 082 -.063 155 L n 3, lo i b bi n CL5 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df 904 7.487E3 496 Sig .000 Initial Eigenvalues Component Total 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 9.860 3.568 3.022 1.938 1.733 1.601 1.426 764 676 632 533 475 456 452 444 396 380 356 353 326 316 293 274 261 250 234 205 204 180 157 133 100 % of Variance 30.812 11.151 9.443 6.057 5.415 5.004 4.456 2.388 2.114 1.974 1.666 1.484 1.426 1.413 1.387 1.237 1.189 1.113 1.104 1.017 988 917 856 816 780 731 641 636 564 492 416 312 Total Variance Explained Extraction Sums of Squared Loadings Cumulative % 30.812 41.963 51.406 57.463 62.878 67.882 72.338 74.726 76.840 78.814 80.480 81.965 83.391 84.803 86.191 87.428 88.617 89.730 90.834 91.852 92.840 93.757 94.613 95.428 96.209 96.940 97.581 98.217 98.781 99.273 99.688 100.000 Total 9.860 3.568 3.022 1.938 1.733 1.601 1.426 Extraction Method: Principal Component Analysis % of Variance 30.812 11.151 9.443 6.057 5.415 5.004 4.456 Cumulative % 30.812 41.963 51.406 57.463 62.878 67.882 72.338 Rotation Sums of Squared Loadings Total 4.158 4.102 3.714 3.073 2.952 2.589 2.559 % of Variance 12.993 12.820 11.606 9.604 9.225 8.092 7.998 Cumulative % 12.993 25.812 37.419 47.023 56.248 64.340 72.338 Rotated Component Matrix a Component GC1 GC2 GC3 GC4 CL1 CL2 CL3 CL4 CK1 CK2 CK3 CK4 CK5 XD1 XD2 XD3 XD4 XD5 CP1 CP2 CP3 CP4 CP5 TT1 TT2 TT3 TT4 TT5 AH1 AH2 AH3 AH4 -.028 015 050 034 095 070 102 110 029 035 153 080 111 094 073 144 102 078 841 872 900 902 879 132 081 079 107 048 304 082 076 089 153 113 064 056 092 103 189 141 076 123 069 099 122 122 184 144 103 065 080 037 071 111 112 842 869 855 849 857 260 159 124 230 029 135 119 229 181 145 186 197 169 109 202 308 385 736 774 804 797 751 105 145 095 065 037 077 135 111 131 139 191 154 051 084 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 165 136 150 039 143 164 180 086 819 745 784 686 561 271 194 147 208 166 087 070 041 065 079 135 057 099 096 078 024 017 095 084 086 097 134 261 765 861 741 753 053 167 061 219 200 242 155 140 149 109 099 099 030 095 049 070 068 122 139 161 060 103 -.023 176 -.020 111 070 -.018 136 058 001 110 066 -.059 078 146 097 154 125 069 077 094 110 101 129 046 074 096 151 209 141 182 622 816 778 775 789 823 792 543 207 100 148 135 163 069 103 138 170 133 129 056 140 110 002 056 031 006 -.004 086 136 073 086 081 -.002 084 -.063 158 tin c y c c d ch v sau phân tích khám phá Reliability Statistics Cronbach's Alpha N of Items 787 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Alpha Item Deleted if Item Deleted Total Correlation if Item Deleted GC1 10.85 4.992 617 724 GC2 10.86 4.778 699 681 GC3 10.78 5.032 647 709 GC4 11.04 5.603 433 815 tin c p c ng c a d ch v cung c p sau phân tích khám phá Reliability Statistics Cronbach's Alpha N of Items 870 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Alpha if Item Deleted if Item Deleted Total Correlation Item Deleted CL1 9.33 6.180 714 837 CL2 9.30 5.957 797 804 CL3 9.32 6.274 695 845 CL4 9.36 6.381 686 848 K t qu phân tích nhân t Ý i nhà cung c p d ch v KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .684 290.084 000 Total Variance Explained Initial Eigenvalues Factor % of Variance Cumulative % Total Extraction Sums of Squared Loadings Total 2.069 68.969 68.969 550 18.320 87.289 381 12.711 100.000 Extraction Method: Principal Axis Factoring Component Matrixa Component YD1 861 YD2 844 YD3 785 Extraction Method: Principal Component Analysis a components extracted % of Variance Cumulative % 2.069 68.969 68.969 Ph l c 7: Ma tr i quy Correlations GC CL Sig (2-tailed) CL Pearson Correlation TT 371** 100 286** 182** 408** 063 000 001 000 350 350 350 350 350 350 350 ** ** ** ** ** 532** 350 417 ** 435 350 350 ** ** 395 476 351 435 000 000 000 000 350 350 350 350 350 350 ** ** ** ** 564** 000 N 350 350 350 ** ** 563 ** 476 234 563 000 000 000 350 350 350 350 350 ** ** ** 616** 000 000 N 350 350 350 350 ** ** 268 ** 234 354 268 000 000 000 350 350 350 350 ** ** 426** 000 000 000 350 350 350 ** 509** 000 000 350 350 063 000 000 000 N 350 350 350 350 350 ** ** ** ** 236 ** 310 346 000 Sig (2-tailed) 351 252 000 000 100 244 310 000 Sig (2-tailed) 286 281 000 000 371 244 000 Sig (2-tailed) TT Pearson Correlation YD 000 N CP Pearson Correlation AH 000 000 XD Pearson Correlation CP 000 Sig (2-tailed) CK Pearson Correlation XD 417** 395** GC Pearson Correlation N CK 354 236 311 448 Sig (2-tailed) 000 000 000 000 000 N 350 350 350 350 350 350 ** ** ** ** ** ** 439** 000 AH Pearson Correlation 182 281 252 346 311 448 Sig (2-tailed) 001 000 000 000 000 000 N 350 350 350 350 350 350 350 350 ** ** ** ** ** ** ** YD Pearson Correlation 408 532 564 616 426 509 439 Sig (2-tailed) 000 000 000 000 000 000 000 N 350 350 350 350 350 350 350 ** Correlation is significant at the 0.01 level (2-tailed) 350 Ph l c K t qu phân tích h i quy b Variables Entered/Removedb Model Variables Entered Variables Removed Method a AH, GC, CP, CK, CL, TT, XD Enter a All requested variables entered b Dependent Variable: YD Model Summaryb Change Statistics Model Adjusted R Square R Square R a 776 602 Std Error of the Estimate 594 R Square Change 38305 602 F Change df1 73.801 df2 Sig F Change 342 000 a Predictors: (Constant), AH, GC, CP, CK, TT, CL, XD b Dependent Variable: YD ANOVAb Model Regression Sum of Squares 75.798 Residual df Mean Square 10.828 50.179 125.977 Total 342 F 73.801 Sig .000a 147 349 a Predictors: (Constant), AH, GC, CP, CK, TT, CL, XD b Dependent Variable: YD a Coefficients Unstandardized Coefficients Model (Constant) B Std Error 435 149 Standardized Coefficients Beta Collinearity Statistics t 2.919 Sig Tolerance 004 VIF CK 153 034 195 4.476 000 617 1.621 XD 189 034 249 5.527 000 575 1.738 CP 127 024 192 5.208 000 854 1.171 TT 129 027 194 4.808 000 713 1.403 AH 081 033 100 2.488 013 728 1.374 GC 069 033 084 2.122 035 748 1.337 CL 111 031 151 3.580 000 658 1.520 a Dependent Variable: YD Residuals Statistics a Minimum Maximum Mean Std Deviation N Predicted Value 2.1201 4.7330 3.4390 46603 350 Std Predicted Value -2.830 2.777 000 1.000 350 026 122 055 017 350 2.1047 4.7349 3.4386 46632 350 -.90651 1.18450 00000 37918 350 Std Residual -2.367 3.092 000 990 350 Stud Residual -2.376 3.178 001 1.001 350 -.91359 1.25094 00044 38806 350 -2.392 3.221 001 1.004 350 Mahal Distance 574 34.141 6.980 5.236 350 Cook's Distance 000 071 003 006 350 Centered Leverage Value 002 098 020 015 350 Standard Error of Predicted Value Adjusted Predicted Value Residual Deleted Residual Stud Deleted Residual a Dependent Variable: YD Ph l c 09: Ki nh s khác bi t gi a bi nh tính Phân bi t theo gi i tính YD Gioi Nam Nu Group Statistics N Mean Std Deviation 196 3.4779 62344 154 3.3896 56887 Std Error Mean 04453 04584 Independent Samples Test YD Equal variances Equal variances not assumed assumed 2.426 Levene's Test for Equality F of Variances Sig t-test for Equality of Means 120 t 1.366 1.381 df 348 340.267 Sig (2-tailed) 173 168 Mean Difference 08828 08828 Std Error Difference 06462 06391 -.03881 21537 -.03743 21399 95% Confidence Interval of the Difference Lower Upper Phân bi t theo ngh nghi p Test of Homogeneity of Variances YD Levene Statistic 162 df1 df2 346 Sig .922 ANOVA YD Sum of Squares Between Groups df Mean Square 2.562 854 Within Groups 123.416 346 125.977 2.394 Sig .357 Total F 068 349 Phân bi t theo hình th c thuê bao s d ng Independent Samples Test YD Equal variances Equal variances not assumed assumed Levene's Test for Equality F of Variances Sig t-test for Equality of Means 171 679 t 1.514 1.489 df 348 91.650 Sig (2-tailed) 131 140 Mean Difference 12558 12558 Std Error Difference 08293 08435 Lower -.03752 -.04195 Upper 28868 29312 95% Confidence Interval of the Difference Phân bi t theo m c c s d ng bình quân Test of Homogeneity of Variances YD Levene Statistic 258 df1 df2 346 Sig .856 ANOVA YD Sum of Squares Between Groups df Mean Square 4.054 1.351 Within Groups 121.924 346 125.977 Sig .352 Total F 3.835 010 349 Multiple Comparisons YD Dunnett t (2-sided) (I) Cuoc binh quan (J) Cuoc binh Mean Std Error quan Difference (I-J) 95% Confidence Interval Sig Lower Bound Upper Bound 1.000.000 dong -.37121 25834 237 -.9400 1976 50.000 500.000 dong > 1.000.000 dong -.24000 24497 474 -.7794 2994 500.000 > 1.000.000 1.000.000 dong dong 10667 26986 886 -.4875 7008 Multiple Comparisons YD Dunnett t (2-sided) (I) Cuoc binh quan (J) Cuoc binh Mean Std quan Difference (I-J) Error 50.000 - 500.000 dong