Vi vay, muc tieu eiia nghien cdu ndy Id phan tich cdc nhan td dnh hudng de'n long trung thdnh cda khdch hdng dd'i vdi dich vu thong tin di dgng tai thi trUdng thdnh phd C i n Tho, m[r]
(1)gxwcMcceacfteflg^w NGHIEN Cufu & TRAO DOI
rf
CAC NHAN TO ANH HI/0NG DEN LONG TRUNG THANH CUA KHACH HANG i THANH PHO CAN TH0
DOI VQfl DICH VU THONG TIN Dl DONG
PGS.TS TRaONG DONG LOC & ThS sCf QUANG THAI*
Muc tieu chinh cUa nghien cUu ndy Id lUdng cdc nhdn to' dnh hUdng den long trung thdnh cUa khdch hdng d thdnh Cdn The/ doi vdi dich vu thong tin di dong So lieu sU dung cho nghien cUu dUgtc thu thdp tU mot cugc dieu tra bdng bdng cdu hoi vdi mdu khdo sdt Id 776 (ngUdi) SU dung phUctng phdp phdn tich he so tin cdy Cronbach alpha vd phdn tich nhdn to EFA, tU 21 bien so ban ddu chung toi dd chon dUcic 16 bien so de nhom lai thdnh nhdn to chung sH dung cho mo hinh phdn tich hoi quy Ket qud phdn tich hoi quy chi rang "chi phi chuyen mang", "sU thudn tien" vd "chdt lUcfng
cuoc goi" Id cdc nhdn td co dnh hUdng den long trung thdnh cUa khdch hdng sH dung dich vu thong tin di dgng
1 S ^ tiii$u
Trong nhdng ndm g i n day, thi trUdng v i l n thong VN da cd nhdng bude tien vUgt bac, hd trg dae lUc cho sU phdt trien cda n l n kinh te nUdc nhd Cung vdi sU phat trien ciia thi trUdng thdng tin di dgng thi canh tranh giufa cdc nhd cung cap ngdy cdng manh me sU ddi cua cdc mang di ddng mdi nhdng ndm g i n day (Sfone, EVN), ddc biet Id sU hien dien cua cdc nhd diu tU nUdc ngodi (Vietnamobile, Gtel) vdi cdng nghe hien dai, kinh nghiem quin ly tien tie'n, t i l m lUc tdi chinh manh me Viec canh t r a n h giufa cdc mang hien chii yeu dUa vdo chie'n luge giam gid cUde vd khuyen mai lien tuc, thu hut mgt lugng khdch hdng mdi ddng ke, tao nen lan sdng cae thue bao chuyen ddi gida cdc nhd eung cap dich vu Trong moi trudng canh tranh nhu vay, de phat trien b i n vdng, cae cong ty c i n p h i i cd chien luge gid dugc khdch hdng hien cd vd phdt trien them khdch hang mdi Mgt van d l dugc ddt d day la nhufng yeu td ndo dnh hudng de'n long trung thdnh cua
khdch hang sijf dung dich vu thdng tin di ddng Cho den da cd mdt vdi nghien edu lien quan de'n van d l ndy da duge cdng bd', chang ban nhU nghien cdu ciia Nguyin Thdnh Cdng va Pham Nggc Thuy (2007), P h a m Ddc Ky vd Biii Nguyen Hiing (2007), Thdi Thanh Hd vd Tdn Ddc Sdu (2007) Tuy nhien, cdc nghien cdu ndy dugc thUc hien d thi trUdng TP.HCM vd Hue Vi vay, muc tieu eiia nghien cdu ndy Id phan tich cdc nhan td dnh hudng de'n long trung thdnh cda khdch hdng dd'i vdi dich vu thong tin di dgng tai thi trUdng thdnh phd C i n Tho, mgt thi trUdng day tiem ndng eho ede cdng ty cung cap dich vu vien thdng di ddng
2 SlTli^u suT dvng vd pliiMig pliip ngiiiin cl?U
2.1 Sd lieu sU dung
Sd lieu sd dung eho nghien edu ndy duge thu thap td mgt cugc dilu tra bdng bang cau hdi Ngi dung chinh ciia bang cau hdi gdm 23 cau dai dien cho cdc bie'n quan sdt t h a n h p h a n thang ve long trung thdnh vd cdc ye'u td I n h hudng Nghien
(2)NGHIEN Ctfu & TRAO DOI ECCMMC KvQj^neA RBe
cdu ndy sd dung thang Likert vdi mdc Cugc dieu tra duge tie'n hdnh khoing thdi gian tu thdng 01/2009 de'n 04/2009 vdi ddi tUgng duge phdng van Id nhdng ngUdi dang sii dung ede dich vu thong tin di dgng cua ede mang hien hdu Mlu duge chgn theo phuong phdp ngau nhien phdn t i n g vdi tieu thdc phan t i n g Id theo vung dia ly Dia ban duge chgn de nghien cdu la quan ciia TP C i n Tho: Ninh Kilu, Binh Thuy, Cdi Rdng va O Mon Tdng sd' ngudi dugc phdng van la 776 vdi co ca'u phan bd cho cdc quan nhU sau:
Blng So lUdng mlu phan theo dja ban
Dja ban (Quan)
Ninh Kieu Binh Thuy Cai Rang IVlon
Tong
Dan so (ngUdi)
223.645 68.404 136.183 81.621
509.853
So mau
341 104 207
124 776
2.2 PhUctng phdp nghien cUu
- Phan tich he sd tin cay Cronbach alpha Phan tich Cronbach alpha dUgc sd dung de loai cdc bien rdc trUdc thdc hien cdc phan tich lien quan den van de nghien cdu Trong phan tich ndy, cdc bie'n cd he so tUong quan bie'n tong (item total correlation) nho hon 0,3 se bi loai bd vd tieu chuan de chgn thang ed tin cay alpha td 0,6 trd len Trong nghien cdu nay, cdc nhdn td anh hudng de'n long trung thdnh cua khdch hdng dd'i vdi dich vu thdng tin di ddng dau tien duge phan t h i n h nhan to' vdi 21 bien quan s i t (thudc tinh) Chi tie't cic bie'n quan s i t lUdng sU trung thdnh ciia khdch hang duge trinh bdy d B I n g
- Phan tich yeu td kham phd EFA
Phan tich nhan td' dugc sii dung chu yeu de thu nhd vd tdm t i t cdc dd lieu nghien cdu Phuong phdp trich he so' duge sii dung Id principal axis factoring vdi cdc phep quay Id promax vd diem diing trich cdc ye'u td' cd eigenvalue Id Cdc bien quan sdt cd trgng sd' (factor loading) nhd hon 0,4 se tie'p tue bi loai vd thang dugc chap nhan tdng phuong sai trich bang hoac ldn hon 50% (Gerbing vd Andesson, 1988) Md hinh phan tich EFA cd dang nhu sau:
Fi = W„X, + Wi^X^ + + W^^X^ Trong do:
F;: tfdc lugng cda nhan td thuf i W : Trong sd' n h a n to'
k : Sd bie'n quan sdt
- Phuong phap p h a n tich hdi quy da bien Cdc bien cdn lai sau da xd ly bang phuOng phap phan tich he so' tin cay Cronbach alpha vd phuong phdp phan tich nhdn to' se dugc dUa vao mo hinh phan tich hdi quy nhd Id cdc bie'n dgc lap (Fi) Phuong trinh hdi quy dugc sd dung nghien edu ed dang nhd sau:
/ = l
Bie'n phu thuge (Y) md hinh lUdng mdc trung thdnh cua khdch hdng ddi vdi dich vu thong tin di dgng md hg dang sd dung Mdc trung thdnh dugc ludng bdng thang Likert mdc (1 la hodn todn khong ddng y, khong ddng y, binh thudng, ddng y, hodn todn ddng y) vdi eau hdi: "Cdc anh/chi tiep tue sd dung mang di dgng ndy tUong lai"
3 Ket qu^ ngliidn c(iti
3.1 Cronbach alpha cua thang cdc yeu to' dnh hudng
Nhu da trinh bdy d tren, nghien edu chung tdi da xdc dinh n h a n to' vdi 21 bien quan sdt cd the cd anh hudng den Idng trung thdnh ciia khdch hang sd dung dich vu thong tin di ddng Ke't qud phdn tich Cronbach alpha eua cdc bie'n quan sat duge trinh bdy d BIng
K i t qui phan tich Cronbach alpha eho tha'y eac bien quan sdt diu cd he so tUong quan vdi bie'n tdng deu ldn ban 0,3, ngoai trd bie'n X4, X5, Xg, X7 vd X^g Vi vay, bie'n ndy bi loai trUde thUe hien phan tich EFA d bude ke tiep
3.2 Phdn tich EFA ddi vdi thang cdc ye'u to dnh hUdng
Tren eo sd eua ke't q u i phan tich cronbach alpha, phan tich EFA vdi 16 bie'n lUdng long trung thdnh eiia khdch hdng da dugc thUc hien Ke't qui phan tich EFA dugc trinh bay chi tie't d Bang
Ke't qui phdn tich EFA cho tha'y gid thiet Hg cho rang ede bie'n khong ed tUong quan vdi tdng the hay ma t r a n tUOng quan gida ede bie'n tong t h i Id mdt ma t r a n don vi da bi bdc bd bdi kiem dinh Bartlett's d mdc y nghia thd'ng ke 0% Ngodi ra, he sd KMO = 0,753 (0,5 < KMO < 1) chdng td phdn tich n h a n td' eho viec nhdm eae bie'n lai vdi la thieh hop Them vdo dd, phan tich EFA cdn cho phep nhdm
(3)NGHIEN CIIU & TRAO DOI
B l n g Cac nhan to' I n h hUdng de'n long trung cua khach hang
Nhan to
F1
F2
F3
F4
F5
Fe
F7
F8
Bien ludng
X1 X2 X3
X4
X5
Xe
X7
X8
xg
X10
X11
C
M
C
O
X
^
x
^
Xi4
Xl5
X16
X17 X18
Xl9
X20
X21
Olln giSi
Chat lUgng m^ng
Chat lUdng dam thoai ro rang Khong bi rdt m^ng
Pham vi phu song rong khip
Cau true gia
Gia cade, SMS, thue bao thang phu hdp
Goi cudc da dang phu hdp nhu cau
Djch vg gia tang
Cd nhieu loai hinh dich vu gia tang
ChUdng trinh khuyen mai da dqing, thudng xuyen
Thugn tl?n
Thu tuc cat md, thay sim, ddng cudc thuan tien nhanh chdng Nhan vien lam thu tgc than thien
He thd'ng cda hang giao dich rong khap
Gid giac hoat dong lien tuc thuan tien viec giao djch
BQ tin cay
Khdng cd sU gian lan viec tinh cudc
Thgc hien dung nhu'ng gi da quang cao
Moi quan h# giCfa khach hang vdi nha cung cap dich vg
Nha cung cap quan tam, cham sdc, tham hdi khach hang thudng xuyen, chu dao Tdi se hdi tiec neu chuyen sang mgng khac
Tdi thich hinh 4nh cua nha cung cap hien tgi
Chi phf chuyen m^ng
Chuyen sang mang khac thi rac rdi va phUc tap
Tdn nhieu cdng sUc
SU hap din cua m^ng khac
Rat mud'n chuyen sang nha cung cap khac
Cam tha'y khdng an tam chuyen sang nha cung cap khac
Khdng mudn phai dang ky Igi chuyen sang nha cung cap
mdi
16 bie'n ban d i u lai t h a n h ye'u td vdi tdng phuong sai trich duge Id 63,87% (> 50%), tdc Id khd ndng sd dung yeu td ndy de gidi thich eho 16 bie'n quan s i t ban d i u Id 63,87%
Giai thich ede n h a n td':
- Ket qui phdn tich EFA cho thay n h a n td cd tuong quan cao vdi eac bien "toi se hdi tiec neu chuyen sang mang khac", "tdi thieh hinh I n h eua nhd cung cap hien tai", "chuyen sang mang khde thi r i c rdi vd phdc tap", "ton nhilu cdng sdc", vi vay n h l n td' dugc ddt ten Id "ehi phi chuyen mang"
- Nhan td cd tUOng quan eao vdi cdc bie'n "thu tue cat, md, thay sim, ddng cUdc thuan tien nhanh chdng", "nhan vien ldm thii tuc t h a n thien", "he thd'ng cda h a n g giao dich rdng khap", "gid giac boat ddng lien tuc thuan tien viee giao dich", vi vay n h a n to' dugc d a t t § n I I "sU t h u a n tien" - N h a n to' cd tUdng quan cao vdi cdc bie'n "chat lugng d i m thoai ro rdng", "khdng bi rdt mang", "pham vi phu sdng rdng khap", vi vdy n h d n to' dUOc ddt t e n Id "chd't lugng cudc ggi" - N h a n td' ed tUOng quan cao vdi cdc bie'n " d m tha'y k h d n g an t a m chuyen sang nhd eung cap khde", "khdng mud'n p h i i ddng ky Iai chuyen sang n h d cung cap mdi", vi vay n h a n to' dugc d a t t e n Id "sU ha'p d i n cua m a n g khde"
- N h a n to' cd tUdng quan cao vdi cdc bie'n "khdng cd sU gian l a n vigc t i n h cUdc", "thUe h i e n dung nhu'ng gi da q u I n g cdo", "nhd cung cap quan t a m , cham sdc, t h d m hdi khdch h d n g thudng xuyen, chu ddo", vi vay n h a n to' dugc ddt t e n I I "do tin cay cua nhd cung cap"
3.3 Kit qud phdn tich hoi quy
Ke't q u i p h d n tich EFA cho tha'y cd yeu to' tdc ddng den Idng trung t h d n h cua khdch hdng Vi vay, ye'u td' ndy dugc dUa vao mo hinh hdi quy nhu la bie'n ddc l a p de ludng mdc dd I n h hudng cua chung de'n Idng trung t h d n h ciia khdch h a n g Ke't qua p h d n tich hdi quy dUOc t r i n h bay B I n g
Ke't q u i p h a n tich hdi quy eho tha'y chi phi chuyen mang, sU t h u a n t i e n , cha't lugng cudc ggi Id cdc n h a n td' ed a n h hudng de'n long trung t h d n h cua khdch h d n g sd dung dich vu
(4)NGHIEN CU'U & TRAO D O I BXHMCpesan'Btts^
Bdng Ket qud phan tfch Cronbach alpha cac bien quan sat
Bien quan sat TUdng quan bie'n tdng Alpha ne'u loai bie'n
Chat lugng mang : a = 0,7190
Chat lugng dam thoai ro rang (X-|) Khong bi rdt mang (Xp)
Pham vi phu song rgng khdp (X3)
0,5234 0,5724 0,5227
0,6490 0,5883 0,6496
Cau true gia: a = 0,1357
Gia cUdc, SMS, thue bao thang phu hdp (X4) Goi cUdc da dang phu hgp nhu cau (X5)
0,0792 0,0792
-Dich vu gia tang : a = 0,2036
Co nhieu loai hinh dich vu gia tang (Xg)
ChUOng trinh khuyen mai da dang, thudng xuyen (Xy)
0,1619 0,1619
-Thuan ti#n: a = 0,7502
Thu tuc cat md, thay sim, ddng cUdc thuan tien nhanh chong (Xg)
Nhan vien lam thu tuc than thien (Xg) He thdng cda hang giao dich rgng khdp (X-jg)
Gid giac hoat dgng lien tuc thuan tien viec giao dich (X-j 1)
0,4783 0,5080 0,6589 0,5457
0,7273 0,7123 0,6256 0,6946
Dp tin cay: a = ,
Khong cd sU gian ldn viec tinh cUdc (X-|2) ThUc hien dung nhdng gi da quang cdo (X-|3)
0,6649 0,6649
-Moi quan h$ giifa khach hang vdi nha cung cap djch vu: a = 0,6523
Nhd cung cap quan tam, ehdm sdc, thdm hdi khdch hdng thudng xuyen, chu ddu (X-|4)
Toi se hdi tiec ne'u chuyen sang mang khde (X-15) Toi thich hinh anh cua nhd cung cap hien tai (X-jg)
0,3667 0,5781 0,4593
Chi phf chuyen mang : a = 0,8025
Chuyen sang mang khac thi rac rdi vd phdc tap (X-jy) Tdn nhieu cong sdc {X-\p)
0,6734 0,6734
0,6931 0,3980 0,5607
-SU hap dan cua mang khac: a = 0,6258
Rat mudn chuyen sang nhd cung cap khac (X-| g) Cam tha'y khong an tam chuyen sang nhd cung cap khac (X20)
Khong mudn phai dang ky lai chuyen sang nhd cung cap mdi (X21)
0,2899 0,5051
0,5292
0,7183 0,4314
0,3810
t h d n g tin di dgng Cu the la, chi phi chuyen nghia thdng ke d mdc 1% Mo'i quan he ndy ed m a n g ed tuong quan ty le t h u a n vdi long trung the duge giai thieh la ehi phi bo de t h d n h eua khdch hdng Moi quan he cd y chuyen td m a n g sang m a n g khde t a n g Ien
(5)NGHIEN Ctfu & TRAO DOI
Bang Ke't qua phan tich EFA
Quan sat
Chat lugng dam thoai ro rang (X-|) Khong bi rdt mang (X2)
Pham vi phu song rgng khdp (X3)
Thu tuc cat md, thay sim, dong cUdc thuan tien nhanh chong
(Xs)
Nhan vien lam thu tuc than thien (Xg) He thdng cda hang giao dich rgng khap (X-IQ)
Gid giac ho^t dgng lien tuc thuan tien viec giao dich (X-) -j) Khong cd sU gian lan viec tinh cUdc (X12)
Thgc hien dung nhOng gi da quang cdo (X13)
Nha cung cap quan tam, cham sdc, thdm hdi khdch hang thudng xuyen, chu dau (X-|4)
Toi se hdi tiec neu chuyen sang mang khac (Xi 5) Toi thich hinh anh cua nha cung cap hien tai (X-|g) Chuyen sang mang khac thi rdc rdi va phuc tap (X17) Tdn nhieu cong sdc (X-13)
Cam thay khong an tam chuyen sang nha cung cap khac (X20)
Khong mudn phai ddng ky lai chuyen sang nha cung cap mdi (X2-|)
PhUOng sai tdng hop cua tdng nhan td Phan tram phUOng sai cua tdng nhan td He sd KMO (kiem dinh Bartlett's) Mdc y nghTa
Thanh phan cac nhan to 1
0,613 0,585 0,846 0,777
2
0,595 0,733 0,807 0,625
3 0,813 0,790 0,716
4
0,742
0,777
0,785 0,760 0,456
1,031 63,865
0,753 0,000 ( t i l n bac, thdi gian, cdc phien phdc khac nhu
thong bao so' mdi, ddng ky thong tin, in danh thiep ) thi khdch h a n g co xu hUdng tie'p tue sd dung dich vu ciia nha cung ca'p ma hg dang sd dung Ngoai ra, sU t h u a n t i e n va chat lugng cugc ggi cung co md'i tUOng quan ty le thuan vdi long trung t h d n h eua k h a c h hdng Cdc mo'i quan he diu co y nghia tho'ng ke d mdc 5% Tuy nhien, ke't q u i p h a n tich hdi quy Iai chi rang n h a n td "sU ha'p d i n eua m a n g khde" vd "sU tin cay eua nha eung cap" lai khong cd a n h hudng de'n long trung t h d n h eiia khdch hdng
Trong md hinh hdi quy, gia tri eua R^ d i l u ehinh la 0,331, dieu ndy ed nghia la cdc bie'n ddc lap mo hinh gidi thich dugc 31,1% sU thay ddi v l long trung t h d n h eua khdch h a n g Ngodi ra, gid tri tho'ng ke F la 10,33 eho tha'y
mo h i n h hdi quy n a y ed tin cdy r a t cao (cd y nghia thd'ng ke d mdc 1%)
4 Krt luin
Ngi dung ehinh cua n g h i e n cdu ndy Id xdc dinh cae n h a n to' a n h hUdng de'n long trung t h d n h cua k h d c h h a n g d t h d n h pho' Can Tho do'i vdi dich vu t h o n g tin di dgng De xdc dinh cdc ye'u to' ed a n h hudng de'n long trung t h d n h cua khdch h a n g , n g h i e n cdu ndy chung tdi da sd dung phuong phdp p h a n tich he sd tin cay Cronbach alpha vd phdn tich n h a n td EFA Ket qua p h a n tich Cronbach alpha eho t h a y cd 16 bie'n sd du tieu chuan de sd dung eho p h a n tich n h a n td EFA Ke tie'p, b a n g phuong phdp p h a n tich n h a n to', 16 bie'n so' ndy da dugc n h d m t h a n h n h d n to' chung de sd dung cho
(6)NGHIEN Ctfu & TRAO D O I ECOHJMCCftBgieJgiWf
Bang Ket qua phan tfch mo hinh hdi quy
Bie'n dgc lap
Hang sd
Chi phi chuyen mang (Fl)
SU thuan tien (F2) Chat lugng cuoc gpi Sg hap dan cua mang khac (F4)
Sg tin cay cua nha cung cap (F5) Sd quan sat He sd R2
Gia tri thdng ke F
He so tUdng quan
1,004 0,424 0,333 0,136 -0,044
0,019
Gia trj thdng ke t
1,380 6,699= 5,335= 2,221'> -0,680
0,303 776 0,313 10,33=
a, b: Co y nghla thdng ke tUOng Ung Id % va 5%
md hinh p h a n tich hdi quy
Ke't qua phdn tich hdi quy ehi r a n g "chi phi chuyen mang", "sU t h u a n t i e n " va "cha't lugng cugc ggi" la cae n h a n td' cd a n h hudng den sU trung t h a n h eua k h a c h h a n g sd dung dich vu t h d n g t i n di dgng Cu the la, p h a n ehi phi chuyen m a n g ddng vai trd quan trgng nha't vdi he so' tUOng quan la 0,424, ke den Id sU t h u a n t i e n vd chat lugng cugc ggi vdi he sd tuong quan l a n lugt Id 0,333 vd 0,136 Ke^t q u i eho tha'y r a n g de gia t d n g Idng trung t h d n h eua khdch h a n g thi viee gia t a n g sU thda m a n eiia hg dd^i vdi chat lugng dich vu la ehUa du ma cdn p h i i gia tdng rao can chuyen mang de gid khdch hdng Mae du ye'u td' chi phi
chuyen m a n g h i e n dang duge d a n h gia eao (khach h a n g n g a i chuyen sang m a n g khde) nhUng ye'u to' n a y se bi suy giam r a t nhieu tuong lai ma Bg Thong tin va T r u y i n thong cho phep eac m a n g lien ke't co sd dd lieu chung vd k h a c h h a n g chuyen m a n g dugc gid nguyen so' dien thoai
Ket qua nghien edu co mgt vdi khac biet so vdi ke't qua n g h i e n edu cua P h a m Ddc Ky va Bui Nguyen H u n g (2007) Cu the la, nghien edu eua P h a m Ddc Ky vd Bui Nguyen Hung (2007) thi t h d n h p h a n chd't lUOng dich vu ddng vai trd quan trgng nha't (0,40), ke de'n la gid cudc (0,23) vd dich vu khdch h d n g (0,11) Ngoai ra, cdc tdc gia edn xdc dinh dugc r a n g tdc dgng eua n h d n to' sU t h o i m a n chie'm 79% so vdi rdo can chuyen m a n g chie'm 21% len sU trung t h d n h "
TAI LIEU THAM KHAO
Nguyen Thanh Cong & Pham Nggc Thuy, (2007), "Cdc yeu td anh hudng de'n long trung cua khach hang ddi vdi thuong hieu dien thoai di dgng", tap chf Phat then khoa hoc & cong nghe - DHQG TP.HCM, tap 10, sd 8, trang 42- 49
Pham Ddc Ky & Bui Nguyen Hung, (2007), "Nghien cdu sU trung cua khdch hang ddi vdi dich vu thong tin di dgng tai thj trudng TP.HCM", tap chl BUu chinh viin thdng, sd thang 09/2007
Thai Thanh Ha & Ton Ode Sdu , (2007), "Danh gia su hai long cua khdch hang ddi vdi dich vu v i l n thong di dgng tai Thda Thien Hue", tap chf Khoa hgc va
cong nghe, Dai hgc Da Ndng, sd 22, trang 86-93