Sau khi phan tich EFA, vdi phep quay Varimax va phffdng phap tinh trung binh gia tri eua eac bie'n quan sat trong cac nhdm ye'u td, da dffa ra dffdc md hinh cae ye'u td' anh hffdng d[r]
Trang 1Cac yeu to
anh hu'dng den chat lu'cfng
djch vu cua cac doanh nghiep
kinh doanh khach san
lai TP Da NSne
• *-^ LE ANH TUAN*
N G U Y I N LE NHAN**
Tom tat
Ket qud khdo sdt 389 mdu vdi ddi tuang chinh Id chu doanh nghiep, qudn ly, nhdn vien vd
khdch hdng cd sd dung dich vu khdch sgn tren dia bdn TP Dd Ndng thdi gian vda qua cho
thdy, cdc yeu to': Dieu kien vdt chdt; Khd ndng phue vu cua dan vi Id nhitng yeu to' quan
trong quyet dinh den sU hdi long khi sd dung cdc dich vu khdch sgn cua cdc doanh nghiep
ben cgnh cdc yeu td khdch quan ben ngodi Td ket qud nghien cdu, tdc gid dua ra mot sd
gai y cho nhd qudn tri trong viec hodn thien mot sd cdc chinh sdch nhdm ndng cao han nita
chdt luang dich vu khdch sgn tren dia bdn TP Dd Ndng (Bdi viet sddi^ng cdch viet so thdp
phdn theo chudn qudc te)
TiJf khda: chdt luang dich vu, khdch sgn, Dd Ndng, mdc do hdi long
Summary
Through a survey of 389 samples with the main subjects being business owners, managers,
staffs and customers who have used hotel service in Da Nang city in the recent time, the study
shows that Material condition and Ability to serve are the important factors determining the
satisfaction when using the hotel service of enterprises beside the external factors From
the findings, the authors provide some suggestions for managers in finalizing some policies
in order to improve the quality of hotel service in Da Nang city (The article uses decimal
\ number according to international standards)
Keywords: quality of service, hotel Da Nang, satisfaction level
^
GIOI THIEU ddng het cdng sua't phdng ngay ca trong mua eao die'm
ve du lich, nhieu khach san rdi vao tinh trang khdng Theo sd'lieu cua Sd Du lieh Da NSng, hoat ddng hoac hoat ddng cam chffng trong miia tha'p
lh den het nam 2016, tren dia ban die'm Dai dien Phdng Quan ly ed sd Lffu tru Sd Du
hanh phd' ed 575 ed sd lffu tru du lieh lieh Da Nang cho bie't, ddi vdi phan khiic khach san dat
Si tren 21,300 phdng Trong dd, loai 4-5 sao, dae biet la khach san nghi dffdng cd cdng sua't
nh ed sd Iffli trii la khach san chie'm budng phdng dat binh quan 75% trong nam Khach san
)% Sd' Iffdng cd sd lffu tru va phdng hang 3 sao vao miia tha'p diem chi dat 35% cdng sua't,
lach san tai Da Nang tang binh quan tff dae biet dd'i vdi khach san quy md nhd hang 1-2 sao,
)%-14%/nam Tuy nhien, qua khao sat miia cao die'm cung chi dat 50% va mda tha'p die'm dat
'ffc te'cua Sd Du lieh Da Nang, tren dia 25% edng sua't (Doan Thanh, 2017)
in, da xua't hien tinh trang cung vffdt Trong bd'i canh "dff eung" nhff vay, de tdn tai, phat
la eau, he thd'ng khach san Ididng boat trien va di vao hoat ddng ed hieu qua, eac doanh nghiep
hS., **ThS., Tru'dng Dai hoc Duy Tan Da Ning I Email: nguyenlenhan@gmail.com
"^•dy nhan bdi: 26/09/2018; Ngdy phdn bien; 09/10/2018; Ngdy duyet ddng: 22/10/2018
)nomy and Forecast Review O J j
Trang 2HINH: MO HilSH NGHIEN C(i(l DE XUAT
Sir tin cav
Su ddp irns
Ndng lyc phue vu
Sir dong cdm
Phifffns tien hiru hinh
Yeu to khdc
HO
HI
H2 H3
H4
H5
Chat lirong dich
vu khach san
Mguon: De xuat ciia nhom tac gia
kinh doanh khach san - du hch khdng chi can tao cho minh
ldi the' ve cd sd vat chat ky thuat, ma edn phai tao ra mgt
net ddc dao rieng cd trong chat Iffdng dich vu cung cap
CO s d LY THUYET VA PHU'ONG PHAP
NGHIEN CLfU
Ccf sd ly thuyet
Theo nghien effu eiia Parasuraman va edng sff
(1985), thi "Chat Iffdng dich vu la mffe chenh lech giffa
sff mong ddi cua khach hang va dich vu ma khach hang
cam nhan dffdc" Cac tae gia da gidi thieu thang do
SERVQUAL gdm 10 thanh phan: (1) Phffdng tien hffu
hinh; (2) Tin cay; (3) Dap ffng; (4) Nang Iffe phue vu;
(5) Tie'p can; (6) An can; (7) Thdng tin; (8) Tin nhiem;
(9) An toan; (10) Thau hieu
Sau nhieu nghien cffu kiem dinh eung nhff ffng dung,
SERVQUAL dffdc thffa nhan nliff mdt thang do ed gia
tri ly thuye't eung nhff thffc tien Tuy nhien, thu tue do
Iffdng SERVQUAL kha dai ddng Do vay, da xua't hien
mdt bien the eua SERVQUAL la SERVPERF Thang
do nay dffdc Cronin va Taylor (1992) gidi thieu, xae
dinh chat Iffdng dich vu bang each ehi do Iffdng chat
Iffdng dich vu cam nhan (thay vi do ca chat Iffdng cam
nhan iSn ky vgng nhff SERVQUAL) Hai dng eho rang,
cha't Iffdng dich vu dffdc phan anh td't nha't bdi chat
Iffdng cam nhan, ma khdng can cd chat Iffdng ky vgng,
eung nhff danh gia trgng sd' cua 5 thanh phan
Nhff vay, cd the' tha'y, chat Iffdng dich vu la ket qua
eua mdt qua tnnh danh gia tich luy eua khach hang dffa
tren sff so sanh giffa chat Iffdng mong ddi va mffe do chat
Iffdng khach hang da nhan dffdc Ndi each khac, chat
Iffdng dich vu ludn dffdc so sanh vdi mffe do thda man
nhu cau cua khach hang sau khi da tieu dung dich vu
M6 hinh nghien cu'u
Tff cac quan die'm khae nhau va cae md hinh nghien
effu cua cac nha nghien effu trffdc, theo dd cac gia
thuye't dffdc tae gia de nghi de kie'm dinh trong nghien
cffu nay, ddng thdi la cd sd de' thiet ke md hinh nghien
cffu, nhff sau:
(HO): Cdc yeu td thuoc nhdm yeu toed lien quan den sU
tin cdy dnh hudng den Chdt luang dich vu khdch san cda
TP.DdNdng
(HI): Cdc yeu td thudc nhdm yeu to
cd lien quan den sU ddp dng dnh hudng den Chdt luang dich vu khdch sgn cua
TP Dd Ndng
(H2): Cdc yeu td thudc nhdm yeu to
cd lien quan den ndng luc phue vu anh hudng den Chdt luang dich vu khdch sqn cua TP Dd Ndng
(H3): Cdc yeu td thuoc nhdm yeu to
cd lien quan den sU dong cdm dnh hudng den Chdt luang dich vu khdch sgn cm
TP Dd Ndng
(H4): Cdc yeu td thudc nhdm yeu toco lien quan den phuang tien hdu hinh anh hudng den Chdt luang dich vu khdch sqn cua TP Dd Ndng
(H5): Cdc yeu td thudc nhdm yeu to khdc dnh hudng den Chdt luang dich vu khdch sgn cua TP Dd Ndng
Dffa tren nen tang cd sd ly thuye't ve chat Iffdng dich vu khach san va eac yeu to anh hffdng den chat Iffdng dich vu khach san cua cae nghien effu trffdc dd, tac gia
de xuat md hinh nghien ciiu nhff Hinh
Phifcfng phap nghidn citu
Nghien effu dinh Iffdng dffdc thtfc hien thdng qua phffdng phap phdng van cac nha quan ly, nhan vien khach san va cae khach hang sff dung dich vu khach san tren dia ban TP Da N£ng
Trong nghien effu nay, tac gia da thu thap 420 mlu va sff dung phffdng phap lay miu phi xac sua't Vdi 420 phie'u dieu tra thu ve, ehi ed 389 phie'u du yeu cau thdng tin eho phan tich, do mdt so ca the khdng tra ldi day du thdng tin hoac sai yeu eau can thie't cua mSu khao sat Thdi gian khao sat: tff thang 03-08/2018 Cac dff lieu sau khi thu thap da dtfcfc lam sach va xff ly bang phan mem SPSS 20.0 de kiem dinh cac gia thuye't nghien effu Do tin cay thang do dffdc kiem tra theo he so Cronbach's Alpha Nhffng bien
cd he sd tffdng quan bie'n td'ng nhd hdn 0.3
se bi loai Thang do cd he sd Cronbach's Alpha tii" 0.7 trd len dffdc chap nhan
KET QUA NGHIEN CLfU KET QUA KIEM DjNH THANG DO
Chat Iffdng dich vu eua khach san dffdc do Iffdng bang 24 bien quan sat Sau khi kiem tra mffe tin cay hang Cronbach's Alpha, he sd tffdng quan cua cac bie'n quan sat so vdi bien td'ng deu phd hdp vdi yeu cau, nen khdng ed bien nao bi loai va cac bie'n thanh phan trong nghien cffu deu cd he sd tin cay eao He
36
Kinh te vaDUb
Trang 3va Dir bao
sd Cronbach's Alpha eua bien Sff tin cay
la 0.844; cua Sff dap ffng la 0.861; eua
bie'n Nang Iffc phue vu la 0.8; cua bie'n
Sff ddng cam 0.726; cua bie'n Phffdng tien
hffu hinh la 0.724; cua bien Yeu td khac
la 0.765
K^ qua phan tich yeu tdkhdm pha (EFA)
Phan tieh yeu to se dffdc sff dung de
kie'm dinh sif hdi tu cua cac bien thanh
phan ve khai niem Kiem dinh sff thieh
hdp eua phan tich ye'u to vdi dff lieu
cua mau thdng qua thd'ng ke
KaiNLPV-Meyer-Olkin (KMO) Theo dd, tri sd
KMO phai du ldn (giffa 0.5 va 1) nghia
la phan tich ye'u to la thieh hdp (Garton
2003), ne'u tri sd' nay nhd hdn 0.5, thi
phan tieh ye'u td' cd kha nang khdng thich
hdp vdi cae dff kien
Trong phan tieh EFA, sau 2 lan chay
EFA cho tha'y, tai mffe gia tri Eigenvalues
=1 vdi phffdng phap tieh nhan so vdi
phep quay Varimax cho phep tieh dffdc 4
ye'u tdtff 12 bie'n quan sat va phffdng sai
dffdc la 65.651% Cae thanh phan ed he
so ehuyen tai dat yeu eau (>0.5) dam bao
mffe y nghia trong phan tich ye'u to Kiem
dinh KMO va Bartlett's trong phan tieh
factor eho tha'y, gia thuye't nay bi bae bd
(Sig* 000<0.5) va he sdKMO (=0.889>
0.5) cao chffng td phan tieh EFA thich
hdp dffdc sff dung trong phan tieh nay
Ke't qua eu the dffdc the hien thdng qua
dff lieu d Bang 1
Ket qud phdn tich mo hinh hoi quy
Sau khi phan tich EFA, vdi phep quay
Varimax va phffdng phap tinh trung binh
gia tri eua eac bie'n quan sat trong cac
nhdm ye'u td, da dffa ra dffdc md hinh cae
ye'u td' anh hffdng de'n chat Iffdng dich vu
khach san gom 4 ye'u to ldn, nhff sau: (i)
Do tin cay, cd ten day du la mffe do tin
cay, uy tin va phu hdp eua khach san; (ii)
Sff dap ffng: gia ca, sff an toan va sff da
dang; (iu) Ye'u to khac: thu nhap khach
hang, cd sd vat chat cua khach san; (iv)
Nang Iffc phue vu: thai do, trinh do chuyen
mdn nhan vien Trong dd, chat Iffdng dich
vu eua khach san la gia tri trung binh bie'n
phu thudc, 4 bie'n cdn lai la bie'n dgc lap
va dffdc gia dinh la cae ye'u to tac ddng
de'n chat Iffdng dich vu cua khach san
Phan tieh hdi quy de xac dinh eu the' trgng
so cua tffng yeu td de'n chat Iffdng dich vu
khach san vdi bie'n ddc lap la:
XI = (DOTINCAYUYTINPHUHOP)
-Mdc do tin cdy, uy tin vd phu hap;
X2 = (GIACAANTOANVADADANG)
-Gid cd, sU an todn vd sU da dgng;
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy
Bartlett's Test of Sphericity
Approx Chi-Square
Df Sig
.889 1479.835
66 000
Total Variance Explained
Cotrpoient
1
2
3
4
5
6
7
8
9
10
11
12
Initial Eigenvalues Total
4.733 1.320 979 846 714 628 573 543 478 450 375 361
%of Variance 39.440 10.999 8.158 7.053 5.950 5.234 4.775 4.521 3.987 3.753 3.123 3.007
Cumulative
% 39.440 50.439 58.597 65.651 71.600 76.834 81.610 86.131 90.117 93.870 96.993 100.000
Extraction Sums of Squared Loadings Total
4.733 1.320 979 846
%of Variance 39.440 10.999 8.158 7.053
Cumulative
% 39.440 50.439 58.597 65.651
Rotation Sums of Squared Loadings Total
3.618 1.651 1.426 1.183
%of Variance 30.151 13.757 11.887 9.856
Cumulative
% 30.151 43.908 55.795 65.651
BANG 2: KET QUA PHAN TICH HOI QGY
Ten bie'n
Hang so Tin cay Dap iJng Nang lu'c phue vu Khac
ChisoR2 Chi so R^ dieu chinh
KihiSu
(Constant)
TC
DU
NL
KH
R Square Adjusted R Square
He sd'hdi quy
B
0.331 0.384 0.310 0.110 0.290
Gia tri tho'ng ke
T
0.363 16.757 10.316 9.401 14.782
Sig 051 000 000 054 000 0.835 0.834
Ngudn: Tinh toan cua nhom tac gia
X3 = (THUNHAPCOSOVATCHAT) Thu nhap khdch hdng vd ca sd vdt chdt khdch sgn;
X4 = (THAIDOTRINHDOCHUYENMON) - Thdi do
vd trinh do chuyen mdn nhdn vien
Phffdng trinh phan tieh hdi quy bdi dffdc bie'u dien, nhff sau:
Y = pO+ plXl + 132X2+ [33X3 + p4X4
Trong dd:
Y la bie'n phu thudc the hien Chat Iffdng dich vu khach san
pi, p2, p3, P4 la cac he sdhdi quy
Ke't qua phan tieh eac he so hdi quy cho tha'y, gia tri Sig cua eac bie'n ddc lap deu nhd hdn 0.05
Do dd, ed the' ndi rang, cae bie'n ddc lap nay deu cd tac dgng de'n chat Iffdng dich vu khach san tai TP
Da Nang, cu the': He so hdi quy chuan hda eua bie'n Mffe do tin cay, uy tin va phii hdp cua khach san
(DOTINCAYUYTINPHUHOP) la 0.384; Bie'n Gia ea, sff an toan va sff da dang (GIAC/^NTOANVADADANG)
la 0.310; Bie'n Thu nhap khach hang va cd sd vat chat
eua khach san (THUNHAPCOSOVATCHAT) la 0.290;
Bie'n Thai do va trinh do chuyen mdn nhan vien
(THAIDOTRINHDOCHUYENMON) la 0.110
Trang 4Phffdng trinh hdi quy cho md hinh dffdc xay dffng
lai nhff sau:
CLDV=0.331 + 0.384xDOTINCAYUYTINPHUHOP
+ 0.310 X GIAC/ViNTOANVADADANG +
0.290 X THUNHAPCOSOVATCHAT + 0.110 x
THAIDOTRINHDOCHUYENMON
KET LUAN VA M O T SO DE XUAT
Md hinh giai thieh dffdc gan 83.5% sff thay ddi cua
chat Iffdng dich vu khach san la do eac bie'n ddc lap eua
md hinh tao ra, cdn lai 16.5% bie'n thien dffdc giai thich
bdi cae bie'n khae ngoai md hinh
Md hinh eho tha'y, cac bie'n ddc lap deu anh hffdng
de'n chat Iffdng dich vu khach san tai TP Da Nang
Qua phffdng trinh hdi quy, khi danh gia ye'u to ve Mffe
do tin cay, uy tin va phu hdp eiia khach san tang len 1,
thi chat Iffdng dich vu khach san trung binh tang len
0.384, giff nguyen cac bie'n ddc lap cdn lai khdng dd'i
Tffdng tff nhff vay, khi die'm danh gia ve Gia ea, sff an
toan va sff da dang tang len 1, thi chat Iffdng dich vu
khach san trung binh tang len 0.310; khi die'm danh
gia bie'n Thu nhap khach hang va ed sd vat chat cua
khach san tang len 1, thi chat Iffdng dich vu khach
san trung binh tang len 0.290; khi die'm danh gia ve
Thai do va trinh do chuyen mdn nhan vien tang len
1, thi chat Iffdng dich vu khach san trung binh tang
lenO.llO
Ke't qua kiem dinh md hinh cho tha'y, md hinh ly
thuye't dat do tffdng thieh vdi dff lieu thi trffdng va 4
trong 6 gia thuye't ve md'i quan he giffa cae khai niem
trong md hinh ly thuyet dffdc chap nhan Mdt each
tdng quat ye'u td': Mffe do tin cay, uy tin va phu hdp
cua khaeh san; Gia ea, sff an toan va si/
da dang; Thu nhap khaeh hang va Co sd vat chat eua khach san; Thai do va trinh
do chuyen mdn nhan vien giai thich hdn 50% sff anh hffdng de'n chat Iffdng dich
vu khach san tai TP Da Nang
Nhff vay, mud'n nang eao cha't IffOng dich vu khach san, thi can thffe hien mot vai giai phap nham tac ddng de'n tii'ng ye'u td' anh hffdng, nhff sau:
Thd nhdt, can dau tff phat trien them
nhieu tien ich (dang ky phdng dc, cac dich
vu bd sung, cae hinh thffc thanh toan phd hdp ), dau tff cdng nghe hien dai, chuyen nghiep, tang cffdng an ninh, thffdng xuyen dao tao nhan Iffe de day manh mffe do tin cay uy tin eua khach san
Thd hai, trie'n khai day manh thanh
toan khdng diing tien mat, ffu dai cho cac khach hang than thie't danh vao yeu to gia ca, SIX da dang
Thd ba, xay dffng phdng dc khang
trang, tien nghi, ed nhffng quan tam den thu nhap khach hang mue tieu de dffa ra cac mffe gia ca hdp ly hffdng de'n doi tffdng thu nhap cua khaeh hang
Tdm lai, vdi ta't ca nhffng giai phap tren, ed the trd thanh die'm manh c(J ban de giup eho cae khach san tdn tai
va ngay cang phat trien Nang cao chat Iffdng dich vu tren ca sff mong ddi cua khach hang la muc tieu quan trgng, ciing
la dich de'n khaeh san nen hffdng tdi.Q
TAI LIEU THAM KHAO
1 Dinh Phi Ho (2011) Phuang phdp nghien cdu dinh luang, Nxb Phffdng Ddng
2 Hoang Trgng va Chu Nguydn Mdng Nggc (2008) Phdn tich dif lieu nghien cdu vdi SPSS, Nxb
Hong Dffc
3 Doan Thanh (2017) Dd Nang: Kinh doanh dich vu luu tru tiem dn nhieu rui ro, truy capti
http://kinhtedothi.vn/da-nang-kinh-doanh-dieh-vu-luu-tru-tiem-an-nhieu-rui-ro-282411.html
4 Cronin, J J & Taylor (1992), S A Measuring Service Quality: A Reexamination and
Extension, Journal of Marketing, 56 (July), 55-68
5 Gronroos, C (1984) A Service Quahty Model and its Marketing Imphcations, European Journal of Marketing, 18(4), 36-44
6 Gronroos, C (1990) Service Management: A Management Focus for Service Competition,
International Journal of Service Industry Management, 1(1), 6-14
7 Kotier, P and Armstrong, G (2004) Principles of Marketing, 10th edition Upper Saddle
River, New Jersey: Prentice Hall
8 Lee, H et al (2000) The determinants of perceived service quahty and its relationship with
satisfaction, Journal of Service Marketing, 14(3), 217-231
9 Parasuraman et al (1985) A conceptual model of service quality and its implications for
future research Journal of Marketing, 49(4), 41-50
10 Parasuraman et al (1988) SERVQUAL multiple-item scale for measuring consumer
perceptions of service quality Journal of Retailing, 64(1), 12-40
11 Zeithaml, V A and Bitner, M.J (2000) Services Marketing: Integrating customer focus across thefirm, Boston: Irwin/ McGraw-Hill