MỘT SỐ GIẢI PHÁP NÂNG CAO CHẤT LƯỢNG DỊCH VỤ HÀNG KHÔNG CỦA VIETNAM AIRLINES GIAI ĐOẠN 2005-2015.PDF

BQ GIAO DlC VA BAO TAO TRUONG BAI HOC KINH TE TP.HO CHi MINH ---ooOoo---NGUYEN TRUONG THI DJCH Vl HANG KHONG CUA VIETNAM AIRLINES... CHUONG 1 : CO SO LY THUYET VE CHAT LUONG DICH VU HA

BQ GIAO Dl)C VA BAO TAO TRUONG BAI HOC KINH TE TP.HO CHi MINH

-ooOoo -NGUYEN TRUONG THI

DJCH Vl) HANG KHONG CUA VIETNAM AIRLINES

Toi xin cam doan ban lu?n van " MQT SO GIAI PHAP NANG CAO

cong trlnh nghien CUu CUa rieng toi

C:ic sfS Gu'QC sfr dl;lng trung thl;l'C va ke't qua neu trong lu?n Van nay

chu'a tung Gu'QC cong bfS t9-i bfft ky cong trlnh nao khac

TP H6 Chi Minh, ngay thdng nam 2004

Tac gid luijn viin

Nguyin Trliilng Thi

I i

Trang bia

Ldi cam doan

l¥C

Danh m¥c cdc chil viet tift

Danh m¥C cdc sd dd

Danh m¥c cdc ph{l l{lC

MT)C Ll)C

Trang

Ph§.n md dfiu !

CHUONG 1 : CO SO LY THUYET VE CHAT LUONG DICH VU HANG KHONG VA SV THOA MAN KHACH HANG : : : 3

1.1 hrQ'ng djch Vl} hang khong va S\f phat nganh hang khong 3

-1.1.1 Kluii cltfit lu(Yng dfclt Vfl va c!tlit lu(Yng dfclt Vfiltang kltong 3

l.l.l.lKhai ni¢m chdt lu(mg dfch V¥ va S{t thoa miin khach hang 3

1.1.1.2Khai ni¢m chdt lur;ng dtch V¥ hang kh6ng 6

1.1.2 Clzfit lu(fng dfclt V{l !tang kltong va SIJ' pluit triin nganh !tang kftong 7

1.2 Cac ly thuye't danh gia cha't lu'Q'ng djch VQ va cha't lu'Q'ng djch VQ HK 8

Cdc lj thuyet ddnh gid chat lllf/ng djch 8

1.2.2 Cdc lj thuyet ddnh gid chat lllf/lzg djch V¥ himg khong 9

1.3 Cac ye'u to' danh gia cha't lu'Q'ng djch VQ HK va slf thoa man khach hang 10 1.3.1 Phztdng phdp nghien cuu chat lllf/lzg djch hlmg khong 10

1.3.2 Quy trinh nghien cztu chat lllf/lzg djch hiuzg khong 11

1.3.3 Xay thang do 11

1.3.3.1 Thang do chii't !UQ'flg dfch himg khong 11

1.3.3.2 Thang do muc d9 thoa miin crla khdch himg 12

1.3.4 Nghien czcu chinh thzl:c chat lztf/ng djch himg khong 12

1.3.4.1 Mliu nghien cl1u 12

1.3.5 Phiin tich h? sif tin cijy cronbach alpha 13

1.3.5.1 Thang do chtit llt(/ng djch V{l ••••••• ••.•••••••••.••••••••••••••••••••••••••••••••••••••••••••••• 13

1.3.5.2 Thang do muc dq tho a man cua khach hcmg 13

1.3.6 Phiin tich nhiin tllkham pha EFA 14

1.3.6.1 Thang do chat htf/llg djch V{l ••.••••.•••••.•••.•••••••••••••••••••••••••••••••••••••••••••••••••• 14 1.3.6.2 Thang do muc dq thoa man cua khach himg 16

1.3.7 Phiin tich mol quan h? giila cac thcmh phiilz chiit lu(hzg dich VZJ HK 11

1.3.8 Phiin tich m& quan h? giiia cac thimh phiilz chiit ilt(hlg dich HK vUi slf thoa miin ciia khach hang 17

1.3.9 Phiin tich anh hztling ciia cac dol tu(hzg khach hang tfli chiit lu(hlg djch hang khong 18

1.3.9.1 Phdn tfch drih huiJng czla gi6'i tfnh tai chi/t(u(Jng djch v{l himg khong 18

1.3.9.2 Phan tfch dnh huiJng czla hqc van tai chat lli(Jng djch V{l himg khong 20

1.3.9.3 Phan tfch dnh huiJng czla thu nhfj.p t6'i chat lu(Jng dfch V{l hang khong 20

1.4 TOm tilt chlidng 1 0 • • • • • • • 21 CHUONG 2: PHAN TICH DANH GIA THTjC SAN XUAT KINH ' , •• :' ? -"'' DOANH VA CHAT LU<)NG DJCH VI) HK CUA VNA DEN 2004 22

2.1 Tfing quan ng3nh hilng khOng Nam 22·

2.1.1 Sd lzt(lc ljch su hinh thanh va phat triin ciia hang khong Vi?t Nam 22

212 G , • • · lill ZUJU tl '" ve ong cong A- 'T'"? " ty H' ang .n Vh" ong T7'"t Y lf! 1Yam 1\T 23 2.1.3 Cd ciiu to? chz£c ciia TIJng cong ty HKVN 24

2.2 Phan tfch, danh gia thtfc cua VNA de'n nam 2004 24

2.2.1 Tinh hinh phat triin h!J tiilzg kj thuijt va dQi may bay cua HKVN 24

2.2.1.1 Tznh hinh nang cap xay dl;(ng nha ga, san bay cua HKVN 24

2.2.1.2 Tznh hinh phat trdn dqi may bay czla VNA :25

2.2.1.3 Vi h(l tdng k)i thufj.t cua VNA 26

2.2.2 Tinh hinh doanh thu, l(li nhuijn va dong g6p vao NSNN 26

2.2.3 Tinlz hinh vijn chuyln himh khach cua VNA 27

2.2.3.1 Tinh hinh v(in chuyln khach va thf phdn nqi dfa 27

2.2.3.2 Tinh hinh v(in chuyln khdch va thi phtin qu&: te' 28

2.2.4 Tinh hinh vijn chuyln hang hoa cz1a VNA va mqt sflhiing himg khong 29

2.2.5 Tinh hinh chijm gid, huy chuye'n cua VNA 30

2 2 • • 6 Y e t h • 1 t rzldng va md rQng cac lldng ay ' ' ? " d ' b 31 2.2 7 Vi cong va nhiin l{IC 31

2.2.8 Banh gia sz[c ct.mh tranh va xep ht.mg czla VNA tren the' giUi 33

2.2.9 Vi cong tac xiiy d{tng hinh anh, thztdng czia VNA 34

2.3 Danh gia thtfc cha't lu'Q'ng <ijch VlJ HK ctia VNA 35

2.3.1 vi mz[c dq tin cijy 35

2.3.2 Vi nzt?c dq dap ztng 36

2.3.3 vi nzztc dq dam bao 37

2.3 4 Vi lllllC dq dolzg cam 37

2.3.5 Vi plutdng hi'lu hinh , 38

2.3 6 Vi nha ga, san bay 39

2.4 TOm chtidng 2 0 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 40 1'\ , , ? , "' "'' Cm1<1NG 3 : MQT SO GIAI PHAP NANG CAO CHAT LU(iNG DlCH Vl) ' "' ? HANG KHONG CUA VNA GIAI DOL}.N 2005- 2015 41

3.1 Djnh hu'ong, quan va chie'n lu'Q'c phat ctia VNA 41

3.1.1 Dinh huung phat triln 41

3.1.2 Quan diem phat trie?n 41

3.1.3 M{tc tieu chie'n lzt(Jc to?ng quat 42

3.1.4 Cac chien lzt(Jc phat triln to?ng thl cua VNA giai dof!-n 2005-2015 42·

3.2 Cac giai phap nang cao cha't lu'Q'ng <ijch VlJ hang khong cua VNA 43

3.2.1 Phat triln cd si'J hq talzg, da'zt tll cai tqo nang cap san bay nha ga 43

3.2.2 Phat triin dqi may bay dqi 44

3.2.4 Phdt triln cdc djch quan tam hdlz din titng cd khdch himg 46

3.2.4.1 Khai thdc djch V¥ gicti trf nghe nhzn theo yeu cdu (AVOD : Audio -Video On Demand) tren cdc chuyin bay 46

3.2.4.2 Khai thdc djch V¥ Flynet tren cdc chuyin bay 47

3.2.4.3 Titng buoc lor;zi bo tam ve tho'ng di sil d¥ng ve di¢n til trong wJ.n tdi hang khong 47

3.2.4.4 Da dr;zng cdc lor;zi bdo chf tren chuyin bay 48

3 2 4 5 lVang cap liT" _., d' h JC V¥ ve suat an, t ac uong -.' h , ,., 48 3.2.5 Day mcpzh hoqt dl}ng marketing, xay d{tng, qudng bd hinh dnh ciia VNA 48 3.2.6 Phdt triin mqnh k/zoa hl)c cong trong do chu trl)ng cong thong tin 49

3.2 7 M ll rl}ng mqng dztilng bay 50

3.2.8 To· chz£c tot cdc djclz ban himg tqi san bay 50

3.2.9 To? clul:c tot hdlz cong tdc ban ve 50

3.2.1 0 Hcpz che' to'i da tinh trqng hzly chuye'n chqm giil bay 50

3.2.11 Pho'i h(lp chijt che vm cdc ngimh thlldlzg mqi, du ljch dt tqo ra ml}t elm · trinh holm chinh trong ph{lC V{l himh khdch 51

3.2.12 Day mqnh quan hf/JJ tac quoc te' 51

3.3 MOt sO kie'n nghi 51

3 31 K""' zen ng h , h' 1 viJl c zn z p u l h • 51 3 3 2 K zen ng 1 vv, A, h M B iJ A G wo ong vqn az va th A A t ? • ' c HK ; 52

3.3.3 Kie'lz nghi vm VietNam Airlines 52

3.4 TOm tiit chttdng 3 53 KC't •••••••••••••••••••a••••••••••••••••••••••••••••••••••••••••o•••••••••••••••••••••••••••••••••••••••••••••••••••• 54

Pht;tlt;tc

A320/321

AAPA

:Airbus 320/321

: h()i hang khong chau A- Thai blnh du'dng

( Association of Pacific - Asia Aviation)

ASEAN : h()i cac qu6c gia Dong nama (Area of SouthEast Asia Nations)

A VOD : Dich vv giai tri nghe nhln theo yeu ( Audio-Video On Demand) B77717E7 :Boeing (777/ 7E7 )

Cathay :Hang hang khong Cathay Pacific (Cathay Pacific Airlines)

.DHKT : DC;li hQc Kinh te'

EFA : Phan tich nhan t6 kham pha (Exploring Factor Analysis)

GDP : T6ng san phclm qu6c n()i (Gross Domestic Product)

: Nha xua't ban

: Dich viem duong ho hffp ca'p

:Hang hang khong Singapore (Singapore Airlines) : T6 chuc chuyen nghien cll'u v€ hang khong Skytrax Research

: San xua't kinh doanh

T,.? "

: ong cong ty

:Hang hang khong qu6c gia Thai Lan (Thai Airways) : Thanh ph6 H6 Chi Minh

:Hang hfmg khong qu6c gia Nam (VietNam Airlines.)

Trang

Bang 1.1 : tinh ehcft lu'<;5ng san phffm dieh Vl;l xe'p h(}.ng eae hang HK 9

Bang 1.2 : Ke't qua phan tich EFA eua thang do ehcft lu'<;5ng djeh Vl;l HK 14

Bang 1.3 : Ke't qua EFA eua thang do mile d<) thoa man eua khaeh hang 17

Bang 2.1 :Tinh hlnh v6n dfru tu' nang ecfp m<)t s6 ciing HK eua VNA 25

Bang 2.2 : Tinh hlnh phat d<)i may bay eua VNA 25

Bang 2.3 : Doanh thu, l<;1i va dong g6p vao NSNN eua VNA 26

Bang 2.4: Lu'<;5ng khaeh n<)i dia va thi phfrn VNA giai do(}.n 1991-2003 27

Bang 2.5: Lu'<;5ng khaeh qu6e te' va thi phfrn VNA giai do?n 1991-2003 28

Bang 2.6 : Tinh hlnh khaeh 9 thang dfru nam 2004 eua VNA 29

Bang 2 7 : Tinh hlnh hang hoa cua VNA va m¢t s6 hang HK 29

Bang 2.8 : Ty chuye'n bay ccft eanh dung giO eua VNA va Cathay 30

Bang 2.9 : Ke't qua phan tich trung blnh Mile d<) tin cua VNA 35

Bang 2.10: Ke't qua phan tich trung blnh Mile d<) dap ling eua VNA 36

Bang 2.11 : Ke't qua phan tich trung blnh Mile dQ dam bao eua VNA 37

Bang 2.12 : Ke't qua phan tich trung blnh Mile dQ d6ng cam ctla VNA 37

Bang 2.13 : Ke't qua phan tich trung blnh Phuong hihl hlnh eua VNA 38

Bang 2.14: Ke't qua phan tich trung blnh nha ga, san bay eua VNA 39

Bang 3.1 : Nhu cfru phat d<)i may bay cua VNA 44

DANH Ml)C CAC so DO

Trang

So d6 1.1 : Mo hlnh cha't ht<;ng djch Vl.,l cua Parasuraman 4

So d6 1.2 : Mo hlnh cha't ht<;ng djch Vl.,l va Sl.,l' thoa man cua khach hang da

chinh : 19

Pht;tlt;tc 1.1 : Mo hlnh cha"t ht<;rig dich Vt;l va Slf thoa man cua khach hang

Pht;tlt;tcl.1a: So d6 chu8i gia tri cua VietNam Airlines

Pht;t h,1c 1.2 : Cac chi tieu Cl,l danh gia cha'"t ht<;ng djch Vl,l HK cua STR

Phl,l lt;tc 1.3 : Ke't qua danh gia ch!t ht<;ng djch Vlf cua cac hang HK My 2003 va

Pht;tll,lc 1.4 : Dan bai thao nghien cU'u dinh tinh

Phl,lll,lc 1.5 : Thang do SERVQUAL

Phl,lll,lc 1.6: Thang do SERVQUAL_HK 1

Phl,lll,lc 1.7: Thang do SERVQUAL_HK 2

Phl,lll,lc 1.8 : Ke't qua phan tich Cronbach alpha

Phl,lll,lc 1.9 : Ke't qua phan tich EFA

Phl,l ll,lc 1.10 : Ke't qua phari tich m6i quan ht% gifi'a cac thanh phlin cha't htqng dich

Vlf hang khong

Phl,l ll,lc 1.11 : Ke't qua phan tich m6i quan ht% gifi'a cac thanh phlin ch!t ht<;ng dich

Vt;l hang khong Va Slf thoa man cua khach hang

Phl,lll,lc1.12:Ke't qua phan tich anh hudng cua gioi tinh toi ch!t lu<;ng djch Vl,l HK Phl,l ll,IC 1.13 : Ke't qua phan tich anh hudng cua trlnh d(> hQC v!n tOi ch!t ht<;ng

dich Vlf hang khong

Phl,l ll,lc 1.14 : Ke't qua phan tich anh hudng cua thu nh?p tinh tOi cha't ht<;ng djch ·

vl,l hang khong

Phl,lll,lc 1.15 : Ke't qua phan tich lc,li Cronbach alpha

Phl,lll,lc 2.1 : So d6 t6 chile cua T6ng cong ty Hang Khong Vit%t N am

Phl,l ll,lc 2.2 : So sanh d(>i may bay va lu'<;ng khach chuy€n cua VNA voi m(>t

s6 hang HK khu v1fc

Phl,lll,lc 2.3 : Y kie'n phan h6i cua khach hang d6i voi dich Vl,l cua VNA nam 2003

va 9 thang dciu 2004

Phl,lll,lc 2.4: Ty trQng dich Vlf trong GDP cua Vit%t Nam va m(>t s6 nu'oc

Lu'<;ng khach nu'oc ngoai de'n Vit%t Nam giai 1996-2003

1

-? .:::

PHANMODAU

Trong b6i cfmh qmh tranh kh6c tren thi truemg qu6c n6i chung va thi truemg tai hang kh6ng (HK) n6i rieng, cac hang HK tren gi6'i Iu6n tim m<;>i

Iuqng djch V\1 cua minh Iuon duqc cac hang HK quan tam hang dAu

trong kbu vvc ASEAN va dang troilg qua trinh tham gia luqc "Bfiu trOi mO'",

VietNam Airlines (VNA)" dang c6 nhfrng ca h(>i nhung cling phai d6i mi;it v6'i nhfrng

nay

+ Xay dl,l'ng mo hlnh ly thuye't m6i quan h<$ gifi'a cac thanh cha"t lu'cJng djch Vl,l va Sl,l' thoa man cua khach hang

+ Phan tich tinh hinh SXKD va danh gia luqng dich VlJ cua VNA, tir d6

2005-2015

3 f>Bi tU"Qng va vi nghien cfru

+ Df>i tuqng nghien Clru cua van la cac djch V\} ph\IC V\} khach hang cua nganhHKVN

ph\lc V\1 khach hang

4 PhU"O'Ilg phap nghien cfru

van sir d\lng cac phuang phap nghien cuu cua chu nghia duy

ch(rng, phan tich t6ng hqp, th6ng lich sir, so sanh, Ngoai ra, van con sir d\}ng nhfrng phuang phap sau:

+ Nghien c(ru sa b(>: Duqc thvc thong qua phuang phap nghien c(ru djnh

dich V\1 HK va S\I thoa man cua khach hang

ANOVA, Independent Sample T-test, Phan tich nhan t6 kham pha EFA

5 Nhii'ng ke't qua chinh cua van:

van da du<;1c nhung ke't qua sau:

-(1)-Phftn chuang 1: Nghien cliu ly thuye't v€ cha't Iu<;1ng djch Vl.f, xay dl,l'ng

ffiO hlnh chft't lu<;1ng djch Vlf Va S\1' thoa man CUa khach hang, d6ng thoi xay dl,l'ng thang do va dua ra cac ye'u t6 chinh ciia cha't lu<;1ng dich Vlf HK, phan tich sv anh hu'dng ciia cac thu(>c tinh khach hang toi cha't lu<;1ng djch Vlf HK

(2)- Phftn chuang 2: Di vao phan tich thl,l'c san xua't kinh doanh va cha't

che' cftn tac d(>ng d€ nang cao cha't lu<;1ng dich Vlf ciia VNA tu 2005 de'n 2015 (3)- Phftn chuang 3: Tren ca sd phan tich d chuang 1 va chuang 2, d€ ra cac djnh huang phat tri€n, quan di€m phat tri€n, ml;IC tieu, chie'n lu'</C Va giai phap

con d6 xua't cac kie'n nghi voi Nha nuoc va cac b(> nganh d€ nhanh chong du'a cha't lu<;1ng dich Vlf ciia VNA ngang tftm khu vvc va the' gioi

Ngu6n trong van du'<!c h<!p qua nghien cliu, di€u tra ciia tac gia v€ d(>ng SXKD va djch Vlf cua VNA trong nhung nam gftn day, va m(>t

-

1.1.1 Kluii ni?m chftt lu(lng djch V{l va cltftt lu(lng djclt V{lltang kltong

1.1.1.1 Khai ni?m chdt lm;rng djch V¥ va Slf thoa miin khach hang

voi khach hang tai san cua khach hang rna khong c6 stt thay d6i quy€n sd

phfrm cha't [18, trang 6 ]

cang c6 m<)t ty trQng l&n trong GDP cua ca.c kinh la cac nu&c phat

S\f phat cua cac ngfmh dich V\1 la dt cftn Dich V\1 duqc xem la m<)t san

trinh tuang tac gifra khach hang va nhan vien CUa cong ty CUng cfrp dich Vl,l

Theo Parasuraman, V.A Zeithaml va L.L Berry (Parasuramari & ctg)- nhfrng

V\1 cua khach hang va nh?n thuc cua h9 khi da si'r dvng qua dich vv Cac nha nghien

luqng djch vv (Xem sa d6 1.1 )

luqng dich V\1 Va cam nh?n CUa nha quan tfi dich V\1 ey VQllg nay

d6i nh?n thuc cua minh ky v9ng cua khach hang thanh nhung d?c tinh

Dich Vl,l ky VQI).g

Khoang cach_5

Dich Vl,l cam

Dich Vl,l chuy6n giao :-:

thuc ciia cong ty v€

ky VQng ciia khach hang

Sd d6 1.1 : Mo hlnh cha't lu'qng <ijch VQ cua Parasuraman [112, trang 7, trich tu Parasuraman &ctg(1985:44)]

cho khach hang theo nhfrng tieu chi da dugc xac djnh Trong cac nganh dich V\1, SlJ XUC CUa nhan vien v6i khach hang CO y nghia ClJC Icy quan trQng trong cam v€ chftt lugng dich V\1 cua khach hang, nhung nhi€u khi cac nhan vi en nay

Khoang each thu 4 xuftt khi nhfrng Icy vQng cua khach hang c6 gia tang thong qua nhfrng gi rna hQ dugc hua hyn, dugc nhin thfty tren quang cao, ap phich, nhung khong gi6ng nhfrng gi rna hQ dugc tir nha cung cftp djch V\1·

-

5-Khofmg each thu 5 xucit khi c6 SlJ khac gifra chclt luqng ky v<;>ng bai

khach hang va chclt luqng h9 cam duqc Chclt luqng dich V\1 ph1,1 thu(>c vao khoang each tht'r 5 nay Khi khach hang cam thcly kh6ng c6 SlJ khac gifra chclt

luqng h9 ky v<;>ng va chclt luqng h9 cam duqc khi tieu dung m<)t dich V\1, thi chfrt luqng CUa dich V\1 dUQ'C xem nhu hoan hao

Parasuraman & ctg cho chclt luQTig dich V\1 la ham s6 cua khoang each

thu 5, khoang each tht'r 5 nay l?i ph\1 thuQC vao cac khoang each tru&c d6 Nhu

de rut khoang each thtr 5 tlrC la lam tang chfrt luqng dich V\1 thi cac nha quan tri dich V\1 phai tim mQi each de n6 ll,fC rut cac khoang each nay

M6 hlnh cha't ht<jng dich Vl,l cua Parasuraman & ctg cho chung ta m<)t buc tranh t6ng th€ v€ cha't lu'<jng dich Vl,l Tuy nhien m6 hlnh nay mang tinh khai nhi€u hdn Cac gia thuye't cua m6 hlnh dn hang lo?t cac nghien CUu d€ ki€m dinh M<)t trong nhung nghien cU'u nay , va cfing la quan tr<;>ng nhfft, d6 la

do lu'ong chfft lu'<jng CUa dich Vl,l cam bdi khach hang £>€ lam du'QC nay

bdi khach hang d€ thie't ke' m<)t thang do luang chung Qua nhi€u ki€m dinh;cac nha nghien cuu marketing nay da di de'n ke't la cha't lu'<jng dich V\1

vien phl,lc V\1 cung ca'p dich V\1 kiP thai cho khach hang

3- Nang ll,l'c phl,lc V\1 ( assurance) : Th€ qua trlnh d<) chuyen m6n va phong each phl,IC Vl,llich S\1' ni€m nd VOi khach hang

4- E>6ng cam ( empathy) : Th€ sl,l' quan tam cham s6c de'n tung ca nhan khach hang

5- Phu'dng hii'u hlnh ( tangibles) :Th€ qua ngoc:_1i hlnh, trang phl,lc cua nhan vien phl,IC Vl,l, CaC trang thie't bi cho dich Vl,l

Va thvc te' cho tha'y, nhiSu nha nghien CUu da thvc hit$n mo hlnh 5 thanh phgn cha't ht<;1ng dich Vl;l t(;li nhiSu linh vvc dich Vl;l cfing nhu' t<;1i nhiSu thi tru'ong khac nhau, ke't qua dinh cho tha'y cha't lt1<;1ng dich Vl;l khong th6ng nha't voi nhau (J tung nganh dich Vl;l khac nhau

* Chill lzt(lng dfch V{l va Slj thod miin khach hlmg

Bachelet dinh nghia sv thoa man cua khach hang la m9t phan ling mang tinh cam xuc cua khach hang dap l<;!i voi kinh nghit$m cua hQ voi m9t san phffm hay dich Vl;l [I12,trang 11,trich tuBachelet(1995:81) ]

Thong thu'ong cac nha kinh doanh dich Vl;l thu'ong cho ding cha't lt1<;1ng dich Vl;l chinh la muc d9 thoa man cua khach hang Tuy nhien nhiSu nghien CUu cho th{y chfft lu'Qng dich Vl;l Va S\1' thoa man khach hang la hai khai nit$m phan bit$t

Sv thoa man khach hang la m9t khai nit$m t6ng quat n6i len sv hai long ci1a hQ khi tieu dung m9t dich Vl;l Trong khi d6, cha't lu'Qng dich Vl,l chi trung vao cac thanh phgn Cl;l CUa dich Vl;l

NhiSu nha nghien cll'u da thie't m6i quan ht$ nay va cho tha'y thvc te' c6 m6i quan ht$ giua cha't lu'Qng dich Vl;l va sv thoa man cua khach hang nhu': Cronin

lu'Qng dich Vl;l Va S\1' thoa man CUa khach hang du'QC trlnh bay trong phl;lll;IC 1.1 Trong van nay' vit$c nghien CUu cha't lu'Qng dich Vl;l HK cung se du'QC thvc hit$n theo mo hlnh 5 thanh phgn ly thuye't chung n6i tren, c6 cti€u chinh va danh gia sv tac d()ng cua chung d6i voi sv thoa man khach hang trong ngfmh HK

1.1.1.2Khai ni?m chdt lw;rng dtch V¥ himg kh6ng

Cha't lu'Qng dich Vl;l HK la cha't lu'Qng cua cac san phffm va dich Vl;l cung nhu' phu'ong thuc rna cac hang HK cung ca'p cho khach hang

1 Ban ve : tfnh gia va xua't ve cho khach( Reservations)

-

7-3 Ph1,1c Vl,l khach tren chuye'n bay( In-flight service)

4 Phl,IC Vl,l khach san bay de'n (Check-out)

Chu6i gia tri cua VietNam Airlines cht<;ic trlnh bay trong ph\lll,lc 1.1 a

1.1.2 Chizt lu(fng djch V{l hang kltong va Slf pluit triin nganlt hang kltong

Cling voi S\1' phat triSn cua HK the' gioi, quan diSm cha't ht<;ing dich V\1

- Cac phu'ong tit$n tai c6 t6c d9 nhanh, tie't kil$m thC:Ji gian la may bay

- C.ic hang sll' dt,mg cac may bay hil$n dSti nha't nhu' Boeing 707, 727, DC

-10, Lockheed cua cac cong ty che' may bay c6 uy tin Uy tin cua hang HK

+ Nhii'ng nam 80: CStnh tranh san ph§'m phl.)C V\1 tren may bay

- Cac hang dua len may bay cac trang thie't bi, tit$n nghi ph\lc VI.) nhu' dil$n

ghe' ng6i hil$n hi$ th6ng giai tri

- HQ khong ngung nang cao, cai tie'n cha't lu'<;ing va phu'ong thuc trlnh bay thuc an, thuc u6ng phl.)c VI.) hanh khach

- Luc nay du lich may bay trd len giii voi mQi ngu'di, ye'u t6 dich V\1 ngay cang trd len quan trQng hon, day la ly do chinh dS khach 1\l'a chQn hang HK

- M\lC tieu Cc:tnh tranh da chuySn sang cac dich VI.) ph\lC V\1 tren may bay va bil$t la phu'ong thuc cung ca'p dich VI.) Day la ye'u t6 con nguC:Ji Ngu'C:Ji phl.)c VI.)

da trd thanh ye'u t6 quye't dinh va chinh hQ la ngu'oi ra Sl,l' khac gifi'a cac hang HK voi nhau

dich Vl.J, Va bay kh6ng ngung (non-stop)

-Y e'u t6 con nguoi trong phudng thilc dua dich vv de'n khach hang du<;1c chu trQng 1.2 Cac ly thuye't danh gia cha't lu'Q'ng dfch Vl,l va cha't lu'Q'ng dfch Vl,l HK

1.2.1 Cac ly thuytt danh gia chili lzt(hzg djch

·-·

Tren the' gioi, cac ly thuye't danh gia cha't lu<;1ng dich vv cling dli<;Jc c?p de'n kha N goai Parasuraman &ctg danh gia cha't lu<;1ng djch vv theo 5 ye'u

v oi Lehtinen va Lehtinen cho ding cha't lu'<;jng dich Vl.J phai du'<;jc danh gia tren 2 khia la qua trlnh cung cap dich Vl.J va ke't qua cua dich Vl.J Con Grouroos cling nghi hai linh Vl,l'C cua chat lu'<;jng dich Vl.J d6 la cha't lu'<;jng ky thu?t va chat lu'<;Jng chuc nang Chat lu<;1ng ky thu?t lien quan de'n nhung gl du<;1c

'

phl.JC Vl,l Va chat lu'<;jng chile nang n6i len Chung dli<;jC phl,IC Vl,l nhu' the' nao [I12,trang 6]

cll'u c?p de'n trong nhung llnh vl,l'c Cl,l nhu nghien cll'u chat lu<;1ng dich Vl,l trong llnh Vl,l'C vui chdi giai tri ngoai troi cua tie'n Sl Dlnh ThQ va cac tac gia nam 2003, trong d6 tac gia da dua ra m6 hlnh chat lu<;1ng dich Vt,I vui chdi giai

tin c?y, muc do d6ng cam va phuong hfi'u hlnh Tuy v?y chi c6 2 thanh

1.2.2 Cdc lj thuytt ddnh gia chii't lu(lng djch V{l himg khong

Tren the' giOi da c6 nhi6u ke't qua nghien cuu danh gia chfft lu<;5ng dich V\l cua cac hang HK Tuy v?y danh gia nay du<;5c thl;l'c dl;l'a tren nhung chi tieu khac nhau ho?c chi danh gia mot m?t nao d6 cua dich V\1 HK rna thoi Hang nam, Skytrax Research (STR), m<)t t6 chile hang the' gioi chuyen nghien cliu v6 HK tqi London (Anh) d6u thl;l'c nghien CUu chfft lu<;5ng dich V\} cua cac

cua STR thl;l'c hang nam la xe'p h1:;1ng cac hang HK theo tieu chuffn tu 1 sao de'n 5 sao Nghien cliu nay dl;l'a tren danh gia cac chi tieu v6 chat lu<;5ng h6n h9p CUa san phffm Va dich V\} CO ban theo tieu chuffn qu6c te' cfing nhu v6 nhan vien rna cac hang cung cffp cho khach hang tren cac chuye'n bay va ca (j cac san bay

Bang 1.1 : tfnh cha't lu'Q'ng san <ijch Vl) xe'p cac hang HK

vi en

(Ngudn: Tdc gid tl:( to'ng h(fp tit

Hang HK d<;tt tieu chuffn 5 sao con phai di trong tie'n san phffm dich Vlf va du'<;c cac hang khac hQC theo Clf th€ cac chi tieu danh gia xem phv Ivc 1.2

N goai ra hang nam, STR cling danh gia xe'p h<;tng cho cac hang HK voi cac giai thu'dng "Airline of the Year", slf danh gia nay dlfa vao y kie'n cua khach hang tren kha:p the' giOi cha't lu<;ng dich Vlf n6i chung cua cac hang HK Nam

2004 giai thu'dng nay du'QC du'a ra tren Cd sd blnh ChQn cua10.821.215 y kie'n

(nam 2003 chi c6 khoang 4,4 tri<%u y kie'n) tu hdn 90 qu6c gia khac nhau, va ke't qua chung cu(>c c6 5 hang HK dung nhu' sau :(!)Singapore Airlines; (2) Emirates Airways;(3)Cathay Pacific Airways;(4)Qatar Airways;(5)Thai Airways

Hay nhu' c6 th€ k€ de'n ly thuye't danh gia cha't lu'<;ng dich Vlf HK cua cac chuyen gia thu(>c Truong E><;ti h9c T6ng h<;p Nebraska cl'1a Ohama va tru'ong d<;ti hQc T6ng h<;p Wichita (My) HQ danh gia cha't lu'<;ng dich Vlf cua cac hang HK

My dlfa tren cac chi tieu chu ye'u sau: 1-Chi sO' dung gio cua cac chuye'n bay;2-Ty 1<% phan nan cua khach;3-Ty 1<% hanh ly bi tha't l<;tc;4-Ty 1<% hanh khach bi tu ch6i khi hQ de'n mu(>n khi may bay bi Va cac hang HK du<;c tham gia blnh

thu 14 nam 2003 xem phv Ivc 1.3

1.3 Cac ye'u tO' danh gia cha't lu'Q'ng cijch Vl} HK va srf thoa man khach hang

1.3.1 Phttdng phap nghien c-uu chl{t llt(lng djch hlmg khong

Ban van nghien cli'u cha't lu<;ng dich vv HK du<;c thlfc hi<%n qua hai buoc chinh la nghien cli'u sd b(> va nghien cll'u chinh thuc:

+ Nghien ctru sa b(>: E>uqc th\l'c hi<%n thong qua phuang phap nghien ctru dinh

chfrt luqng dich Vl,l HK va S\1' thoa man khach hang (Xem phl,l ll,lC 1.4) BO'n hai

dlf<;5c thlfc hi<%n t<;ti TP HCM va Ha N(>i trong thang 7/2004

luqng thong qua ky phong vfrn tf\l'c ti€p khach hang v6i tra lai bang diu

11

-hoi danh gia ve luqng djch V\1 HK cua VNA Nghien cU'u nay du'c;Jc thl;l'c hi<$n

Ha N<)i va TPHCM vao thang 8 va 9/2004

S6 li<$u du'<Jc xU' ly tren phfrn SPSS voi vi<$c sii' d1;1ng cac phu'ong phap phan tich Nhan t6 kham pha (EFA), H6i quy tuye'n tinh, ANOV A, Independent Sample t-test

1.3.2 Quy trinh nghien czlu chflt lzt(Jilg djch himg khong

Quy trlnh nghien cU'u bao g6m nhil'ng buoc sau day: 1- Xay d\}'ng thang do, 2-EMnh gia thang do thong qua phan tich h<$ s6 tin cronbach alpha va phan tich nhan t6 kham pha EFA, 3- Phan tich m6i quan h<$ giil'a cac thanh phfrn cha't lu'c;Jng dich Vl;l HK, 4- Phan tich m6i quan h<$ giil'a cha't lu'c;Jng dich Vl;l HK va S\l'

thoa man cua khach hang, 5- Phan tich cac thUQC tinh khach hang anh hu'dng toi cha't 111(/ng dich Vl;l HK

1.3.3 Xay thang do

1.3.3.1 Thang do cht{t lu(Jng djch himg khong

Thang do du'(/c xay d\}'ng tren co sd ly thuye't chfft lu'(/ng dich Vl;l va thang

do cha't lu'c;Jng dich Vl;l da c6, c1;1 th€ la thang do SERVQUAL va ly thuye't stf thoa man cua khach hang (Xem ph1;1 l1;1c 1.5) Tuy nhien, do thu cua tung nganh dich Vl;l khac nhau rna thang do nay du'c;JC chinh cho phu hc;Jp VOi lfuh vvc dich Vl;l cua nganh HK

Vi<$c chinh nay du'c;Jc thl;l'c hi<$n thong qua phu'ong phap dinh tinh voi vi<$c thao voi m9t m§u g6m 12 khach hang (6 nam, 6 nu) thu'ong xuyen sii' d1;1ng dich Vl;l HK TPHCM Ke't qua nay du'<Jc sii' d1;1ng d€ chinh thang do SERVQUAL n6i tren cho phu h<;5p voi nganh HK; va n6 du'gc gQi la thang do SERVQUAL_HK1 bao g6m 49 bie'n quan sat tu v_01 de'n v_ 49 (Xem ph1;1 l1;1c 1.6) Sau d6 thang do SERVQUAL_HKI du'<Jc th\}'c hi<$n tie'p voi vi<$c thao

dl;lng dich Vl;l HK va ke't qua la c6 4 bie'n quan sat bi bo (G6m bie'n v_27,

v _ 4 7, v _ 48, v _ 49) Co sCi d€ bo la hfru he't nhung nguoi dtroc phong va'n

cho ding chung khong quan trQng d6i voi hQ hQ khong quan tam toi chung khi slt dt,mg djch Vl;l HK Sau khi lo<;ti bo cac bie'n nay thl thang do cha't lu'(/ng djch V\1 HK con l<;ti 45 bie'n quan sat, do htong 5 thfmh phfin cua n6 Thang

do nay du'QC Slt dl;lng d§ nghien CUu djnh lu'(/ng tie'p theo Va n6 du'QC gQi la SERVQUAL_HK 2(Xem phl;lll;lc 1.7)

1.3.3.2 Thang do mac dq thoa man cua khdch himg

cua khach hang d6i voi djch Vl;l HK Thang do S\1' thoa man khach hang trong bai vie't nay dl;l'a vao co sd do lu'ong cua Hayse [I12,trang 24], g6m 4 bie'n quan sat (tu v-46 de'n v-49) do lu'ong muc do hai long t6ng quat cua khach hang d6i voi nhan vien da't, tie'p vien, trang thie't bi va dich Vl;l cua mot hang HK (Xem phl;lll;lC 1.7)

1.3.4 Nghien cz{u clzinh thuc chf{t lzt{lng djclz himg khong

1.3.4.1 lvtliu nghien cau

Mciu duc;c chQn theo phu'ong phap chQn mciu theo xac sua't Kich thu'oc mciu theo kinh la theo tieu chu£n 5:1 tuc la 5 mciu cho mot bie'n quan sat [I12,trang 25] Nhu' nghien CUu nay g6m 45 bie'n quan sat nen kich thu'oc mciu xac dinh t6i thi§u la 45 x 5 = 225 Vl kich thu'oc mciu ra cho nghien cll'u nay la N = 330

D§ d<;tt duc;c kich thu'oc mciu n6i tren, 350 bang cau hoi da duc;c phat ra Sau khi thu va ki§m tra c6 14 bang bi lo<;ti do c6 qua 6 tr6ng Cu6i cung

336 bang cau hoi hoan ta't dU'QC su dl;lng Dfi' du'QC va xi't ly tren phfin SPSS 10.0

1.3.4.2 Thong tin mdu

Trong 336 khach hang duc;c phong va'n c6 161 khach hang duc;c phong va'n t<;ti Ha Noi( chie'm 48%), 175 khach hang duc;c phong va'n t<;ti TP.HCM ( chie'm 52%) C6 309 khach hang la nguoi s6ng t<;ti Nam (chie'm 92%), 27 khach

-

13-khach hfmg moi chi sli' dl,Ing dich V\1 cua VNA (28%), 241 13-khach hfmg da sli' dl,Ing

gioi tfnh CO 179 khach hang dl1QC phong vcfn la nu chie'm 53%, 157 khach hang dl1<!c phong vcfn la nam chie'm 47 % thu nh?p c6 142 khach hang du<Jc phong vcfn thu nh?p blnh qw1n toi 2,5 tri<$u d6ng/ thang (42%), 148 khach hang dl1QC phong vcfn thu nh?p tlt 2,5 de'n 5 tri<$u d6ng/thang (44%), Va 46 khach hang c6 thu nh?p tren 5 tri<$u d6ng/thang (4%) hQc vcfn c6 61 khach hang trlnh do duoi dc.ti hQc (18% ), 275 khach hang trlnh do tu dc.ti hQc tro len(82% )

1.3.5 Phiin tich s{ftin c/jy cronbach alpha

Bay la bl1oc d§u tien danh gia thang do loc.ti cac bie'n rae trl1oc, trong phan tich nay, cac bie'n c6 h<$ s6 tl1ong quan bie'n t6ng (item-total correlation) nho bon 0,3 se bi loc.ti va tieu chwfn chQn thang do la khi n6 c6 HI$ s6

tin c?y alpha tu 0,6 tro len [I12,trang 28]

1.3.5.1 Thang do chat lUQ'ng dich V{l

Ket qua phan tich h<$ s6 tin c?y cronbach alpha cua thang do chcft ll1<Jng dich V\1 dl1<;5c trlnh bay trong phl,Ill,Ic 1.8

Tcft ca cac thanh ph§n chcft ll1<;5ng c6 cronbach alpha kha Ion, nho nhcft

la thanh ph§n tin c?y la 0,8419 ( v§:n IOn hon 0,6) nen d<;tt tieu ra

HI$ s6 tuong quan bie'n t6ng cua tcft ca cac bie'n trong cac thanh ph§n cha't ll1<;5ng cling kha Ion, nho nhcft Ia cua bie'n v _32 = 0,4879 va v _08 = 0,5309 ( v§:n

Nhl1 v?y tcft ca cac bie'n dl1QC sU' dvng trong phan tich EFA tie'p theo

1.3.5.2 Thang do muc d9 thoa miin cua khach himg

HI$ s6 cronbach alpha cua thang do muc do thoa man khach hang d<;tt gia tq kha cao la 0,8878 Hon nua h<$ s6 tl1ong quan bien t6ng cua cac bie'n do Iuong khai ni<$m nay cling rcft cao ( nho nha't la bie'n v-48 = 0,7142) nen ta't ca cac bie'n nay dl1<;5c sll' dl,Ing trong phan tich EFA tie'p theo (Ke't qua xem phl,Ill,Ic 1.8)

1.3.6 Phlin tfch nhlin ttfkhdm phd EFA

Phuong phap trich s6 stl' dt,mg trong phan tich nay la principal aXIS

loading) tu 0,4 trd len va thang do du'qc cha'p khi khi t6ng phu'ong sai trich

IOn hon 50% [I12, trang 28]

1.3.6.1 Thang do chat lu(Jng djch V{l

Ke't qua phan tich EFA ciia thang do cha't lu'qng dich V\1 HK du'qc trlnh bay a

phl;lll;IC 1.9

Khi phan tich EFA bu'oc 1, ta tha'y c6 7 ye'u t6 du'qc trich t?i eigenvalue = 1,080 va phu'ong sai trich du'qc la 58,674% Tuy nhien cac bie'n v_07, v_10, v_l1,

v _30, v _39, v _ 45 c6 trQng s6 khong d?t yeu c:iu (nho hon 0,4) nen bi lo(;d Ta tie'p

tl)c phan tich EFA sau khi lo(;li cac bie'n nay

Phan tich EFA bu'oc 2, ta tha'y c6 6 ye'u t6 trich du'qc t(;li eigenvalue= 1,054

va phu'ong sai trich du'qc la 57,668% Tuy nhien cac bie'n v_19, v_40 c6 trQng s6 1

khong d(;lt yeu c:iu (nho hon 0,4) nen bi lo(;li Ta tie"p tl;lc phan tich EFA sau khi lo(;li cac bie'n nay

Phan tich EFA bu'oc 3, ta tha'y c6 6 ye'u t6 trich du'qc t';li eigenvalue= 1,037

va phu'ong sai trich du'qc la 58,250% Tuy nhien bie'n v _09 c6 trQng s6 khong d(;lt yeu c:iu(nho hon 0,4) nen bi lo(;li Ta tie'p tl;lc phan tich EFA sau khi lo(;li bie'n nay

Phan tich EFA bu'oc 4, ta tha'y c6 6 ye'u t6 trich du'qc t(;li eigenvalue= 1,037

va phu'ong sai trich du'qc la 58,165% Va ta't d cac bie'n dSu c6 trQng s6 d(;lt yeu c:iu (Ion hon 0,4) nen du'qc stl' dl;lng lam thang do cha't lu'qng dich V\1 HK va trong

Bang 1.2 : Ke't qua phan tfch EFA cua thang do cha't htqng dich V\1 HK

I

Nhtt qua phan tkh tren ta tha'y, c6 6 do htong cha't lu'<;jng djch Vl,l HK voi 36 bie'n quan sat, trong d6 phu'ong hliu hlnh du'<;jc tach ra lam

th€ la do chung du'<;jc phan djnh theo co quan quan ly va khai thac 6 day san bay

cha't phl,lC Vl,l tn,tc tie'p cho chuye'n bay thUOC quan ly khai thac cua CaC hang HK Cv th€ cac thanh cha't lu<;jng dich vv HK nhu' sau :

- Mot la: Muc do dam bao hay nang ll,l'c phvc Vl,l (gQi ttft la thanh dam bao/DAMBAO) du'<;jc do lu'ong bdi 7 bie'n quan sat:v_20, v_21, v_22, v_23, v_24,

v _25 va v _26

do luang bdi 7 bie'n quan sat: v_32, v_33,v_34,v_35,v_36,v_37, va v_38

- Ba la : Nha ga, san bay (g9i ttft la thanh san bay/SANBA Y): du<;jc do lu'ong bdi 4 bie'n quan sat la v-41' v-42, v-43, v-44

- B6n la : Muc do tin (g9i ttft la thanh tin Y) dtt<;1c do luang bdi 6 bie'n quan sat: v_01, v_02, v_03, v_04, v_05, v_06

- Nam la: Muc do dap ling (g9i ttft la thanh dap ung/DAPUNG) du<;jc do luong bdi 8 bie'n quan sat la: v_08, v_12, v_l3, v_14, v_15, v_16, v_17, v_18

- Sau la: Muc do d6ng cam (g9i ttft la thanh d6ng cam/DONGCAM) du'<Jc

do htong bdi 4 bie'n quan sat la: v_27, v_28, v_29, v_31

- Luc nay s6 cronbach alpha cling du'<;jc tinh h,li cho tung thanh cha't

1.3.6.2 Thang do muc dq thoa miin cua khdch himg

V oi thang do muc do tho a man cua khach hang, EF A trich du<;jc 1 ye'u t6

eigenvalue la 3,001 ; phucJng sai trich du'<;jc la 66,838 % va cac trQng s6 cua cac bie'n cao (xem bang 1.3) Do cac bie'n quan sat nay du<;jc sl't dvng d€ do ltiong muc do thoa man cua khach hang va cho cac phan tich tie'p theo

-

17-Bang 1.3: Ke't qua EFA ciia thang do muc d() thoa man cua khach himg

1.3.7 Phan tich moz quan giila cdc thimh phalz chat lztfjng djch V{l HK

d buck nay' ta pharr tich d€ tha'y r6 m6i quan giua cac thanh phffn cua cha't lu<;5ng dich V\1 HK V oi phuong phap su dtmg la phan tich Correlation trong

SPSS 10.0 va tieu chuftn cha'p c6 m6i quan voi nhau la sig <0,05 Ke't qua ki€m djnh du<;5c trlnh bay trong ph\11\lc 1.10

Nhu ta't ca cac sig (2-tailed) c6 gia tri ra't nho (0,000<0,05) nen cac thanh cha't luc;5ng dich V\1 HK c6 m6i quan voi nhau Trong d6 nho nha't la m6i quan giua thanh phffn Tin va thanh phffn San bay c6 sO'

tuong quan (pearson correlation) la 0,390 ; IOn nha't la quan giua thanh phffn · Bap ling va thanh phffn Dam bao c6 s6 tuong quan la 0,732

1.3.8 Phan tich m61 quan giila cdc thimh phdn chat lzt(hzg djch V{l HK vm sif thoa miin ciia khdch himg

Ta su d1:1ng ham h6i quy tuye'n tinh b9i voi phuong phap tru dffn (backward elimination) d€ phan tich m6i quan nay Theo d6 ban dffu ta't ca

cac bie'n a trong chuang trlnh, sau d6 tru chung tieu chu:fn tru (removal criteria) Xac sua't t6i da cua F ra (probability ofF-to remove) hay gia

trip phai nho hon 0,1 con ne'u Ion hon se bi va tieu chuftn cua R2 sO' xac

ph\11\lC 1.11 TRU<JNG DH KINH Ttf TP.HCM

'I'HU VIEN

- - - - " '

\ (

Nhu ta tha'y mo hlnh nay c6 R2 la 0,727 va R2 chinh la 0,723 nen mo hlnh h6i quy cha'p du<;c do cac s6 R 2 tren d?t kha cao Cac thanh Tin va Bap ling tuy la thanh cua cha't lu<;ng dich Vl) HK nhung

Chung to chung khong t?O nen Sl! thoa man CUa khach hang trong giai dO?n

HK v§:n du<;c coi la kha xa xi va cao ca'p, chi phi kha cao va khong phai ai cling

I

I 0,243 SANBA y

dang c6 s6 anh huang tha'p nha't (0,142) Mo hlnh nghien CUu cha't lu<;ng dich VlJ HK va sl! thoa man k.hach hang chinh du<;c trinh bay trong so d6 1.2

1.3.9 Phiin tich Sl/ anh hllllng cila cac dol tlt(lng khach hlmg t{/i chiit lll(hlg dfch hlmg khong

1.3.9.1 Phan tich dnh huiJng cua giai tinh tai chat luc;ng djch V(-l himg khong

danh gia cha't lu<;ng dich Vl) HK theo gioi tinh Phuong phhap phan tich Ia su dl)ng trong truong h<;p nay la Independent sample T-test so sanh mlic d9 danh

gia trip (sig) <0,05 Ke't qua phan tich nay du<;c trlnh bay trong phl,lll,lC 1.12

hdn 0,05 C1;1 th€ sig (2-tailed) ciia phffn tin Ut 0,504; ciia thanh phffn dap ung la 0,869; ciia thanh phffn dam bao la 0, 173; ciia thanh phffn d6ng cam la 0,819; ciia thanh phffn hii'u hlnh la 0,933; ciia thanh phffn san bay la 0,324 Do

ta c6 th€ khgng dinh la khong c6 slf khcfc bit$t danh gia cha't lu<;ng dich v1;1

HK giua d6i tu<;ng khach hang nam va nii'

1.3.9.2 Phan tfch dnh huang cua hQC van tai chat luQ'ng djch himg khong

Trong khi nghien cuu h9c va'n , ta chia hQc va'n ra lam 2 nh6m la nh6m

dQ danh gia gifi'a 2 nh6m hQC vffn tren VOi tieu chuffn CO Sl,l' khac gifi'a 2 nh6m

la gia tri p(sig) <0,05 Ke't qua phan tich du<;1c trinh bay trong ph!J l!Jc 1.13

Nhu ta tha'y, ta't ca cac gia tq p(sig 2-tailed) trong phan tich nay c6 gia tri < 0,05 Cl;l la sig (2-tailed) cua thanh Tin la 0,002; cua Bap ling va Bam bao la 0,000; cua B6ng cam la 0,003; cua Hfi'u hlnh la 0,000 va cua san bay la 0,02 Do la c6 sl,l' khac giua cac nh6m h9c va'n tOi cha't ltt<;1ng dich VlJ HK Trong nghien CUu nay thl cac doi tu'Qng c6 trinh d<) hQC va'n cao c6 yeu cao hon doi voi cac thanh cua cha't lu'<;1ng dich VlJ HK Cl;l tfnh

voi muc d9 d6ng cam thl nh6m 1 cho 2,89 con nh6m 2 cho 2,52; voi phu'dng hfi'u hlnh va san bay thl 2 nh6m nay cho 1u'Qt la 3,90 ;3,40 va 3,42; 3,12 d6 chung to khi h9c va'n cang cao, thl h9 cang c6 yeu du cao

quan tam trong chie'n lu'QC phat dich VlJ CUa mlnh

Ta sll' dl;lng phu'ong phap phan tich ANOV A voi tieu chuffn c6 sl,l' khac danh gia cha't lu<;1ng giua cac nh6m thu la gia trip (sig) <0,05 Khi d6 se c6 it nha't 2 trung blnh cua 2 nh6m c6 sl,l' khac khi danh gia cha't ht<;1ng Ke't qua phan tich dtt<;1c trinh bay trong phl;ll!Jc 1.14

la 0,035; cua B6ng cam Et 0,011 ( <0,05), nen chung to la c6 sl,l' khac sv

21

S\,1' khac trong danh gia cua nh6m 1 Va nh6m 2 VOi S\,1' khac cua trung

khac nhau khi danh gia cac ye'u t6 nay

1.4 Tom Hit chu'dng 1

Trong chuang nay ban van d\l'a tren ly thuye't chat ltt<;1ng dich V\1 tren the' gioi, tie'n hanh chinh cho phu h<;1p voi nganh HK di sau vao nghien CUu mo hlnh chat lu'<;jng dich V\} HK va S\,1' thoa man cua khach hang, d6ng ' thoi pharr tfch anh hu'dng CUa cac thUQC tfnh khach hang (giOi tinh, hQC van, thu

cac phap tac dQng phu h<;jp toi tung d6i tu'<;jng khach t<;tO cho hQ S\,1' thoa man cao nhat

Ke't qua nghien cl.i'u cho thay, chat ltt<;1ng dich V\1 HK g6m 6 thanh

chinh Ia : 1- Muc do dam bao(nang ll,l'c phl,lc V\1); 2-Phttong hii'u hlnh; 3- Nha

ga, bay; 4- Muc d<) tin 5- Muc d<) dap ung; 6- Muc d<) d6ng cam Tuy trong giai do<;tn nay chi c6 4 thanh la c6 anh httdng th\l'c sl,l' toi muc d() thoa man cua khach hang rna thoi, d6 la cac thanh :1- Muc d<) dam bao(nang 1\l'c ph\}c V\}); 2-Phttong hliu hlnh; 3- Nha ga, san bay; 4- Muc d<) d6ng cam

CmJONG 2 : PHAN TICH DANH GIA Tm)'C SAN XUAT KINH

" ' ' ? ,,,,.,

2.1.1 Sd lzt(lc ljch sz[ hinh thimh va phtit triin cua hang khong Vift Nam

chile tie'p qmln san bay Gia Lam va tie'n hanh t6 chile din eli khong quan tai

cho mot binh chilng moi, mot nganh kinh te' ky moi, t?O nen mot cai noi

Vit%t Nam

- Ngay 11/02/1976 Thil tuong Chinh phil ban hanh nghi dinh 28/CP thanh T6'ng c1,1c HKDD Vit%t Nam, la co quan tn,l'c thu9c H9i d6ng Chinh phu, nhung t6 chuc quan ly vfrn tn,l'c thu9c Bo Qu6c Phong

- Ngay 29/08/1989 H9i d6ng Bo tru'dng ban hanh nghi dinh 112/HDBT quy dinh chile nang, nhit%m Vl,l cua T6ng Cl,lC HK la co quan quan ly nha nu'oc HKDD va

HKDD Vit%t Nam trl,l'c thuoc Bo Giao thong tai T6ng cong ty HKVN du'<Jc t6 chile l'!i thanh don vi tn,l'c thu9c C1,1c HK

- Ngay 22/05/1995 Chinh phu ban hanh nghi dinh s6 32/CP chuyc§n C1,1c HKDD

-

HKDD Vi<$t Nam tn;t'c thu(>c B(> giao thong tai, tl).c thl).'c hi<$n chuc

triSn cua deft nude, TCT HKVN dang ngay cang dinh vi tr:i cua mlnh ca Ci

- T6ng cong ty HKVN thl).'c hi<$n chuc nang kinh doanh trong sl).' nghi<$p d6i mdi

s6 225/CT ngay 22/0811989 cua Chu tich H(>i d6ng B(> trudng, thl).'c hi<$n chuc nang kinh doanh tai HK va trl).'c thu(>c Cl).c HKDD Vi<$t Nam

vi<$c thanh l<;1i TCT HKVN, thl).'c hi<$n chile nang kinh doanh tai HK theo

mo hlnh TCT 91, ho<;1t dong theo 1<$ t6 chile do Chinh phu phe duy<$t t<;1i nghi dinh s6 04/CP ngay 27/0111996

- T6ng cong ty HKVN thl).'c hi<$n chile nang cd ban la kinh doanh tai HK, la'y Viet Nam Airlines (VNA) lam doanh nghi<$p nong c6t Vao thai diSm thanh

h<;1ch toan phl) thu(>c va 02 ddn vi sl).' nghi<$p ), c6 v6n gop vao 01 cong ty c6

va 05 cong ty lien doanh Sau hdn 2 nam ho<;1t d(>ng, m(>t ddn vi sl).' nghi<$p cua TCT HKVN da chuySn d6i sang cong ty h<;1ch toan d(>c ( cong ty Cung ilng va

VNA va Pacific Airlines (BL), TCT HKVN da chuySn them 1 cong ty thanh vien cua mlnh sang thl).'c hi<$n kinh doanh tcli HK, khai thac m(>t s6 duong bay n(>i

- Hi<$n nay, TCT HKVN chuySn du'<Jc khoang 5 tri<$u lu<Jt khach 1 nam, doanh thu d<;lt khmlng 15.000 ty d6ng, d()i may bay khai thac kha hi<$n d<;li, g6m

36 chie'c ( kh6ng k€ cua BL va VASCO), v6n chu so hfi'u khoang 4200 ty d6ng va khoang tren 14.000 lao dong

- Silp toi TCT HKVN se chuy€n d6i co che' quan ly sang m6 hlnh c6ng ty my, c6ng ty con (da du'<;ic Thu tu'ong Chinh phil phe theo quye't dinh s6 372/QB-TTg ngay 04/04/2003) Theo do, se d6ng nha't TCT HKVN voi VNA, bie'n TCT

dong va quy che' tai chinh, bao g6m : 02 c6ng ty TNHH 1 thanh vien do c6ng ty

chi ph6i; 04 c6ng ty lien doanh co v6n gop chi ph6i cua c6ng ty my; 08 c6ng ty lien ke't do c6ng ty my so hfi'u duoi 50% v6n va 01 don vi sl;l'

sv d6i moi co che' t6 chile quan ly nay thay the' co che' quan ly hanh

2.1.3 Cd cazt t{/ chz?c ciia Tllng cong ty HKVN

Co c1u t6 chile cua TCT HKVN bao g6m Hoi d6ng quan tri (Chu tich, pho chu tich va cac uy vien), T6ng giam d6c, cac pho T6ng giam d6c, cac co quan tham mu'U t6ng h<;ip, cac kh6i chile nang va cac don vi kinh doanh trl;l'c thuoc So d6 t6 chuc xem phl;lll;lc 2.1

2.2 Phan tfch, danh gia thlfc cua VNA de'n nam 2004

2.2.1 Tinh hinh phat triin h£J talzg ky thuijt va dQi may bay cua HKVN

2.2.1.1 Tznh hinh nang cap xay df:(ng nha ga, san bay cua HKVN

he't sue quan trQng trong chie'n lu'<;ic phat tri€n Trong giai vua qua, HKVN

-

( N gu6n : Ban Ddu tu VNA)

- Dv an Cai t(;lo san bay N()i Bai: xay dvng nha ga T1 giai do(;ln 2, xay nha ga T2, xay dvng dttong c!t h(;l canh, Nha ga VIP

- San bay Long Thanh D6ng Nai dv kie'n xay dvng vao 2008 voi cong su!t tie'p nh?n khoang 100 trit%u ht<;t khach/ nam, hit%n d(;li ngang tfrm cac san bay cua cac

2.2.1.2 Tznh hinh phdt triin dqi may bay cua VNA

( Ngu6n: Ban Ddu tu VNA)

bay hit%n d(;li ngang tfrm the' gioi nhu' Airbus A321, Boeing 7771767 Trong nam

777-200ER ( 2 thue, 4 mua), 4 chie'c A321

- D()i may bay sd hii'u cua VNA tang len Ne'u vao nam 1999, d()i bay cua VNA chi c6 6 may bay sd hii'u Ia nhii'ng lo(;li may bay nho la 4 ATR 72, 2 Forker 70, chie'm 30% s6 dfru may bay va 16% s6 ghe', con l(;li la may bay di thue thl de'n thang 10 nam 2004 d()i bay cua VNA da c6 19 chie'c so hii'u (trong d6 c6 4 chie'c B777)

- Vao 2005 dt! kie'n VNA se them 2 chie'c A321(1 chie'c mua), thue them 2

chie'c B777 va 4 B767 tu'ong duong Dt! kie'n 2006-2010 VNA se mua them

10 chie'c A321, 4 chie'c B7E7

2.2.1.3 Vi hr;z tdng kJ thuqt crla VNA

VNA c6 2 xi nghit%p sli'a chua, bao du'ong may bay A 75 va A 76 voi trang

thie't bi kha hit%n C6 dii kha nang thl!c hit%n bao duong theo tieu chufin V AR

145 cua Cl;lc HKDD Vit%t Nam va tieu chufin JAR145 cua Q)ng d6ng cac nha

I

chile trach HK chau Au (JAA) Pha'n da'u de'n 2010 se thl!c hit%n bao duong tu

100% than canh, 70% thie't bi dit%n tli' va 80% thie't bi co gioi cho toan d9i may

bay cua VNA Hit%n nay 2 xi nghit%p dang du<;c tang cu'ong them cac trang thie't bi

hit%n dap ling cho cac may bay moi cua Boeing va Airbus

VNA cung c6 2 don vi che' bie'n sua't an tren may bay : (1) lien doanh voi

Cathay Catering Service Ltd; (2)Cong ty c6 sua't an N9i Bai moi duc;c thanh

vao thang 6/2004

(Ngu6n: S(J' lifu n6ng Ban Tai chinh VNA va tac gia tdng hr;rp)

hoang tai chinh, chien tranh, khiing bo, dich viem duong ho ha'p ca'p SARS,

-27-dich cum ga nhung VNA c6 nhii'ng buoc tang tru'ong 6n dinh va dang khich d6ng g6p vao GDP kha va c6 xu huang tang len

T6c d(> tang doanh thu hang nam kha 6n dinh, d<:tt tren 10% de"n 15 % Nam

1998 va nam 2003 tang do anh hu'ong cua khung hoang tai chinh chau a va

dich SARS, nguy co khung b6 Trong 9 thang nam 2004, doanh thu cua

VNA d<:tt 12.137,5 ty d6ng, bilng 81,3% ke" ho<:tch, tang 4000 ty so voi cling ky

2003.Voi toed() tang tru'ong nhu' nay thl dlf kie"n doanh thu 2004 se khoang

01 ty USD ( hon 15.000 ty d6ng)

2.2.3 Tinh hinh v{jn chuyin himh khdch c1ia VNA

2.2.3.1 Tinh hinh v(ln chuyin khdch va thi phdn nqi dja

Bang 2.4: Lu'Q'ng khach n()i <Qa va thi phftn VNA giai 1991-2003

tmimg tang tang ciia VNA tang

l tmong tru·o·ng chuyen ch6' tru·o·ng tru·o·ng

( Ngu6n : So nang ban ke' hoq.ch thi trUifng VNA)

VNA kha cao, blnh quan khoang 14,3% Trong d6 lu<;ng khach qu6c te' tang b1nh

-

29-quan 15,6%/nam; khach qu6c n<)i tang blnh 29-quan 13,5%/nam Thi phfrn tai

khach qu6c te' da chi tieu ra la 39 de'n 42%, thi phfrn n<)i dia tren 80%

- Giai 1997-1999 t6c d<) tang tha'p la do khung hoang tai chinh khu vvc

chau A Be'n nam 2002, t6c d<) tang tntong ht<;ng khach da kha cao 20% va nam 2003 VNA da 4.055.601 khach, ga'p 3,8 lfrn so voi nam

4.960.000 khach, tang 22,3% so voi nam 2003 Dv kie'n de'n 2010 VNA se

khoang 10 trit$u hanh khach, voi t6c d<) tang tntong khoang 12%/nam

Bang 2.6 : Tinh hlnh khach 9 thang dftu nam 2004 cua VNA

( N gu6n : So' li¢u n6ng Ban KH-IT cua VNA) 2.2.4 Tinh hinh vqn chuyin himg hoa ciia VNA va ml)t sf{hiing hang khong Bang 2 7 : Tinh h'inh vqn chuyin himg hoa ciia VNA va ml)t so" hiing HK

(Ngu6n: So'li¢u n6ng Ban KH-ITva tdng h(fp tit website cua cdc Hiing HK)

Trong 9 thang dftu nam 2004, VNA hang h6a tang 20% so voi

10% so voi nam 2003 De'n 2005 VNA v?n chuy€n 107.000 tan hfmg hoa va 2010

la 198.000 tan, tang tntong 12-714%

2.2.5 Tinh hinh chljm gi(f, hiiy chuye'iz cua VNA

dung gio cua VNA chi dC;lt khoang 85%

( Ki ca nhilng chuye'n cat canh chQ,m khong qua 15 phut)

( Ngu6n: So'li?u n6ng Ban KH-TT VNA va tdng h(!p tL'twebsite CLta Cathay)

Tlnh hlnh huy chuye'n ch?m gio chu ye'u la do thoi tie't xau, do ky thu?t may bay, do xe'p }ich bay cilng c6 th€ la do VNA khong c6 du may bay dq tru, cho nen khi m9t may bay hC;l canh thl sau d6 n6 l<;1i phai bay duong khac ngay Vl

nay, VNA dang n6 lqc d€ dam bao cac chuye'n bay du'<Jc thqc

dung lich trlnh v oi b6 sung them s6lu'<;1ng may bay cua mlnh, tlnh hlnh huy

se phan dau d€ chi con khoang 10-12 % cac chuye'n bay bi nho chuye'n ho?c ch?m gio

Trung Qu6c (CAAC) thl cu 5 chuye'n bay n9i dia c6 2 chuye'n cat canh khong dung giO Chi rieng trong thang 6/2004 Hang China Eastern c6 25% chuye'n-bay cat canh khong dung gio